|
DAGMAR Marketing
Defining Advertising Goals for Measured Advertising Results abbr. DAGMAR was an advertising model proposed by Russel H. Colley in 1961. Details According to DAGMAR, each purchase prospect goes through 4 steps: # Awareness # Comprehension # Conviction # Action These steps are also known as ACCA advertising formula. ACCA/DAGMAR is a descendant of AIDA advertising formula and considered to be more comprehensive than AIDA. Developed for the measurement of advertising effectiveness, it maps the states of mind that a consumer passes through. Carol Kopp from Investopedia.com, describes the process entailing the DAGMAR model to also require "an evaluation of the campaign's success against a pre-set benchmark." Important parts of the DAGMAR model are definitions of target audience, (people whom the advertising message is addressed to) and objectives (goals of the advertising message). See also * AIDA (marketing) The AIDA model is just one of a class of models known as ''hierarch ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Russell Colley
Russell Sidney Colley (July 22, 1897 – February 4, 1996) was a U. S. mechanical engineer who played a role in creating the spacesuits worn by the Project Mercury astronauts, including fitting Alan B. Shepard Jr. for his historic ride as America's first man in space on May 5, 1961. Early life Colley was born in Stoneham, Massachusetts on July 22, 1897. He originally wanted to design women's clothing, but his parents strongly urged him to enroll at the Wentworth Institute (now Wentworth Institute of Technology), from which he graduated in 1918. In 1928, Colley moved to Akron, Ohio to become a mechanical engineer for the B. F. Goodrich Co. There, he made the "Riv-nut" that allowed a single worker to affix rivets to airplane wings. Also, after fellow engineer William Geer came up with the idea for the first aircraft de-icing, de-icer in 1932, Colley was asked to make the device operational. Colley then tested the device during a storm that had grounded every other plane, according ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
AIDA (marketing)
The AIDA model is just one of a class of models known as ''hierarchy of effects'' models or ''hierarchical models'', all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in a behavioural (doing e.g. purchase or trial) stage. Steps proposed by the AIDA model The steps proposed by the AIDA model are as follows: ::* Attention – The consumer becomes aware of a category, product or brand (usually through advertising) :::::::↓ ::* Interest – The consumer becomes interested by learning about brand benefits & how the brand fits with lifestyle :::::::↓ ::* Desire – The consumer develops a favorable disposition towards the brand :::::::↓ ::* Action – The consumer forms a purchase intention, shops around, engages in trial or makes a purchase Some ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Consumer
A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. The term most commonly refers to a person who purchases goods and services for personal use. Consumer rights “Consumers, by definition, include us all," said President John F. Kennedy, offering his definition to the United States Congress on March 15, 1962. This speech became the basis for the creation of World Consumer Rights Day, now celebrated on March 15. In his speech : John Fitzgerald Kennedy outlined the integral responsibility to consumers from their respective governments to help exercise consumers' rights, including: *The right to safety: To be protected against the marketing of goods that are hazardous to health or life. *The right to be informed: To be protected against fraudulent, deceitful, or grossly misleading informatio ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
AISDALSLove
AISDALSLove (standing for ''Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate''), is a hierarchy of effects model in advertising adapted from AIDA's hierarchy of effects model (Lewis, 1900; Strong, 1925) which has been used by many researchers, both academicians and practitioners, to measure the effect of an advertisement. This concept of AISDALSLove model was introduced by Bambang Sukma Wijaya in the International Seminar on Scientific Issues and Trends (ISSIT) in 2011 and published in the '' International Research Journal of Business Studies'' (''IRJBS'') in 2012, titled "The Development of Hierarchy of Effects Model in Advertising". The hierarchy of effects model AISDALSLove can be described as 'A' for Attention (the stage where the consumer audience firstly pay attention to the ad), 'I' for Interest (stage at which the consumer audience then become interested in that ad), 'S' for Search (the stage where the consumer audience will seek for informa ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising Techniques
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
_(14597240757).jpg "Click for more on -> Consumer")
