Dagmar: Defining Advertising Goals for Measured Advertising Results

by Solomom Dutka

Measure the results and the effectiveness of your advertising in reaching marketing goals with DAGMAR. Includes up-to-date research and examples that reflect the latest technological advances in a broad range of product categories.

129 pages, Hardcover

First published April 1, 1995

Reviews

[Fahed Al Kerdi · Rating 4 out of 5]

DAGMAR is another good theory explaining the hierarchy of effects (and AIDA model). This book is the main reference of DAGMAR model. Highly recommended for your literature review if you are looking for the development of marketing orientation, such like AIDA model, 4Ps, 7Ps, 8Ps, 4Cs, and AISDALSLove Model.