Page 246 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management Manpreet Kaur, Lovely Professional University

Notes Unit 14: Measurement of Advertising Effectiveness

CONTENTS
Objectives
Introduction

14.1 Concept of DAGMAR
14.1.1 Concrete, Measurable Tasks
14.1.2 Target Audience

14.1.3 Benchmark and Degree of Change Sought
14.1.4 Specified Time Period
14.1.5 Assessment and Criticism of DAGMAR Approach
14.2 Measuring Advertising Effectiveness
14.2.1 Need for Post Evaluation of Campaigns

14.2.2 Process of Post Evaluation of Campaigns
14.3 Summary
14.4 Keywords

14.5 Self Assessment
14.6 Review Questions
14.7 Further Readings

Objectives

After studying this unit, you will be able to:
Discuss the DAGMAR Model

Assess the advertising campaigns

Introduction

Post-testing is done to evaluate the final results of the advertising campaign. These results are
concerned with measuring the effectiveness. Pre-testing is evaluative research conducted before
the campaign is launched. Ongoing testing evaluates the campaign while it is running in the
market place. It allows the advertiser to assess to what extent the message is reaching the target
audience and interpreted as intended. This may allow the advertiser to make any timely
adjustments. Post-testing is done at the end of the campaign to determine to what extent the
advertising campaign objectives have been accomplished. It provides feedback to promotion
managers and helps future planning.
14.1 Concept of DAGMAR

Russell H. Colley (1961) prepared a report for the Association of National Advertisers titled
Defining Advertising Goals for Measured Advertising Results (DAGMAR). He developed a

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