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Definition: DAGMAR

It is an acronym for Defining Advertising Goals for Measured Advertising Results. This is an advertising model which was proposed by Russel H. Colley in 1961 essentially to measure the results of an advertising campaign. Colley proposed that the real goal of advertising was to communicate and not to specifically sell.

According to this model, each purchase prospect goes though four steps:

1. Awareness: taking a consumer from unawareness to the awareness of the product or company

2. Comprehension: Letting the consumer know about the product and its benefits

3. Conviction: Convincing the consumer to purchase the product

4. Action: getting the consumer to actually purchase the product

This is also known as ACCA advertising formula and is a descendant of AIDA (Attention, Interest, Desire, and Action) advertising formula. The DAGMAR approach involves setting up of specific and measurable objectives for the advertising campaign to check if all objectives are met.


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