MANAGEMENT

Detailed explanation-1: -The DAGMAR model was introduced by Russell Colley in a 1961 report to the Association of National Advertisers and was expanded upon in 1995 by Solomon Dutka.

Detailed explanation-2: -Colley designed the space suits used by the Mercury astronauts. He also developed the gloves that John Glenn used on his orbital flight. To thank Colley for his contribution, NASA awarded him its Distinguished Public Service Medal in 1994.

Detailed explanation-3: -DAGMAR as an advertising approach seeks to guide the end-users of advertised products or those that benefit from advertising in four major areas. The approach draws its advocacy and campaign from four key areas represented as ACCA. These areas are; Awareness, Comprehension, Conviction, and Action.

Detailed explanation-4: -DAGMAR is a marketing expression that stands for “Defining Advertising Goals for Measured Advertising Results”. It is a marketing tool to compute the results of an advertising campaign. DAGMAR attempts to guide customers through ACCA model.

Detailed explanation-5: -DAGMAR Approach – Advertising Objectives Checklist Remind people to buy. Simulate impulse sales. Create awareness about product or brand existence. Create favourable emotional disposition towards the product.