DAGMAR

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What is the DAGMAR model used for?
Measure the success of advertising
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What are the 5 stages of the model?
Unawareness, awareness, comprehension, conviction and action
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What pushes people back through the model?
Economy, competition, sales resistance, memory lapse
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How is it used?
A measure is taken on where the market is at the moment, objectives made, advertising is produced, a further measure is taken
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Give 2 advantages of DAGMAR
helps measure effectiveness, easier to create a successful compaign
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Give 3 disadvantages of DAGMAR
May skip stages, assumers all consumers react in some way to advertising, rare for one advert to shift through all stages
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Card 2

Front

What are the 5 stages of the model?

Back

Unawareness, awareness, comprehension, conviction and action

Card 3

Front

What pushes people back through the model?

Back

Preview of the front of card 3

Card 4

Front

How is it used?

Back

Preview of the front of card 4

Card 5

Front

Give 2 advantages of DAGMAR

Back

Preview of the front of card 5
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