# Explain DAGMAR and state its requirements for an objective.

Subject: Advertising and Public Relations

Exam: M2

Reader: https://deep-learning-study-room.vercel.app/apr/#m2/papers/m2-questions/models-dagmar

Canonical: https://deep-learning-study-room.vercel.app/read/apr/m2/papers/m2-questions--models-dagmar/

Short exam answers with examples

### Practice question. Explain DAGMAR and state its requirements for an objective. [3 practice marks]

#### Answer

DAGMAR defines measurable communication goals through Awareness, Comprehension, Conviction and Action. A useful objective identifies the target audience, a concrete measurable task, the current benchmark, the desired change and a deadline. Evaluation compares the result with that specified objective.

#### Illustrative example · Measurable comprehension objective

For first-year students who know the library app, increase the proportion correctly identifying its reservation feature from 25% to 55% in six weeks. Use the same question before and after. This measures comprehension; downloads would measure a different response.