Hello. Iv just read an article on the main website about the criticisms of the DAGMAR model, it stated that the creative flair of an advert is lost as attention is focused on measures of recall, attitude change and awareness rather than the looking for the big idea.

Could anyone tell me where I can find the criticisms of the model in a book? Any help would be appreciated

Mark Gallagher

Gallagher wrote:

QUOTE:
Hello. Iv just read an article on the main website about the criticisms of the DAGMAR model, it stated that the creative flair of an advert is lost as attention is focused on measures of recall, attitude change and awareness rather than the looking for the big idea.

Could anyone tell me where I can find the criticisms of the model in a book? Any help would be appreciated

Mark Gallagher

Hey Mark, Happy New Year Well.. see i don't know the book u can refer but ya can put some light on what are objectives of DAGMAR that lead to a more "NOT - So - CREATIVE" approach to Advertising hence, restricting it .

Suppose we are having a service or product and your customer knows nothing about the product.
As your client is unaware of the product, the first step is to make him aware of your product by posting advertisement regarding your product on respective websites.

We try to know the answers to these following questions.
a)What is your product about?
b)What are product’s potential features and benefits of product?
c)What will your customer get from your product? And how?

that is - Comprehension

Answers to all these questions will help us get a potential customer.

Next stage is conviction and this is very important. Convince your customer by telling him the benefits of your product. After convincing, your next step starts i.e. action, which is not controlled by you. You have to depend on the customer. However, your previous actions will have a major role to play.

Now when you follow a particular process flow it often does not give you much of a room to use creativity and hence restricts it . (Due to Steps !!! )

Its like .. You need flexibility to have creative minds work .. and that does not happen here ..
and may be we need a much better approach to advertise when we get the customers so its kinna preliminary approach.

Gallagher wrote:

QUOTE:
Hello. Iv just read an article on the main website about the criticisms of the DAGMAR model, it stated that the creative flair of an advert is lost as attention is focused on measures of recall, attitude change and awareness rather than the looking for the big idea.

Could anyone tell me where I can find the criticisms of the model in a book? Any help would be appreciated

Mark Gallagher

Hi .. M sorry dude... I dont know any.. its here at drypen.in .. you can refer a great book on DAGMAR and other Models ..

Marketing: The One-semester Introduction
By Geoffrey Lancaster, Paul Reynolds
Published by Butterworth-Heinemann, 2001


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