DAGMAR MODEL
(Defining advertising goals
for measured advertising results)
Also known as “hierarchy
of effect” model.
UNAWARENESS
Products are there in the market
but invisible means consumer not aware
About
the product. Example- Many noodles are there in the market but
Everyone knows maggi.
AWARENESS
(Invisible to visible) awareness of the existence
of such a product
Example –
After demonetization paytm highlight because he is grip the opportunity.
COMPREHENSION
Benefit of the product example-
lifebuoy show benefit of germ remove.
CONVICTION
Understanding of
the benefit of the product over contemporary products.
Example – Dettol
ka dhula ma bhi mane. Why “ma” because every decision
Taken by “ma” in
home.
ACTION Customer direct parches the
product.
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