Defining Advertising Goals for Measured Advertising Results, abbreviated DAGMAR, was an advertising model proposed by Russel H. Colley in 1961.
Details According to DAGMAR, each purchase prospect goes through four steps:
Awareness Comprehension Conviction Action
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. 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).
See also AIDA (marketing) AISDALSLove Model
References
Defining Advertising Goals for Measured Advertising by Solomom Dutka - Publisher: NTC Business Books; 2 Sub edition (April 1, 1995) ,