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Defining Advertising Goals for Measured Advertising Results, abbreviated DAGMAR, was an advertising model proposed by Russel H. Colley in 1961.
According to DAGMAR, each purchase prospect goes through four steps:
These steps are also known as the ACCA advertising formula. ACCA/DAGMAR is a descendant of the AIDA advertising formula and considered to be more comprehensive than AIDA.[citation needed] Developed to measure advertising effectiveness, it maps the states of mind that a consumer passes through. Carol Kopp from Investopedia.com describes the DAGMAR model as also requiring "an evaluation of the campaign's success against a pre-set benchmark".
Important parts of the DAGMAR model are definitions of the target audience (people whom the advertising message is addressed to) and objectives (goals of the advertising message).[citation needed]
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