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Defining Advertising Goals for Measured Advertising Response (DAGMAR)

Describes a model for planning advertising in such a way that its success can be quantitatively monitored.

The DAGMAR model implies that the ultimate aim of advertising must support a consumer through four levels of understanding. These four levels take a customer from unawareness to Awareness, Comprehension, Conviction and Action.

Awareness—to create a customer awareness of a brand or company
Comprehension—to ensure a customer has a sound comprehension of what the product is and what the benefits are?
Conviction—to ensure the customer determines to buy the brand;
Action—the customer buys the product.

See also:
Customer focus
Customer service programme

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