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Marketing Applications.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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MARKETING APPLICATIONS DAGMAR (Defining Advertising Goals. Measuring Advertising Results). This flow-model for advertising was developed by Colley. He believed that there must be four levels of understanding if your aiming for a sale. The four levels are Awareness, Comprehension, Conviction and Action. The first task is to make the audience aware of the product and its attributes such as its brand name, size and where it can be seen and bought from. Then it's convincing the consumer, why they need the product. The action stage is when the consumer finally purchases the product. Colley believed that the role of advertising is to the help the consumer through one or more levels in the spectrum leading to a final act of purchase. Not all consumers follow this model so it doesn't necessarily lead to a final purchase. I am going to be looking at many of the factors that influence advertising and...
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