Definition of 'DAGMAR'
A marketing approach used to measure the results of an advertising campaign. DAGMAR is an acronym: Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through four steps:
Awareness - making the consumer aware that the product or company exists
Comprehension - letting the consumer know what the product is used for
Conviction - convincing the consumer to purchase the product
Action - getting the consumer to actually make the purchase
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