Q4B · Explain the DAGMAR (ACCA) and Ehrenberg (ATRN) Models of advertising by giving appropriate examples

Answer

DAGMAR and the ACCA stages

Definition. DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. It turns a communication task into a measurable objective.

In simple words. Bas “sales badhao” nahi: kisko, kitna change, kab tak aur kaise measure?

Swipe across the diagram to read its labels ↔

Diagram: DAGMAR: ACCA + a measurable objective. Labels: DAGMAR: ACCA + a measurable objective | DAGMAR: ACCA + a measurable objective | 1. Awareness | Know that the brand exists. | 2. Comprehension | Understand the offering and benefit. | 3. Conviction | Develop preference or belief. | 4. Action | Perform the defined response. | 5. Measure the change | Audience + baseline + target + deadline.

Understand it step by step

1. Awareness: the audience knows the brand exists.
2. Comprehension: it understands what the offering does and its relevant benefit. Recognition of a name alone is insufficient.
3. Conviction: it develops a favourable belief or preference. This is stronger than understanding but not yet completed action.
4. Action: the audience performs the defined response. Define whether that means enquiry, trial or purchase.
5. A measurable goal: state target audience, present benchmark, required change and time period. Use a comparable evaluation method. Sales depend on distribution, price and competition as well as advertising.

See it in use

Ehrenberg: awareness, trial, reinforcement and nudging

Definition. The course’s Ehrenberg model describes advertising through Awareness, Trial, Reinforcement and Nudging, particularly for established or frequently purchased brands.

In simple words. Naam pata → ek baar try → experience se bharosa → gentle reminder.

Swipe across the diagram to read its labels ↔

Diagram: Course Ehrenberg model: ATRN. Labels: Course Ehrenberg model: ATRN | Course Ehrenberg model: ATRN | 1. Awareness | Recognise the familiar brand. | 2. Trial | Try and experience the product. | 3. Reinforcement | Support a satisfactory experience. | 4. Nudging | Prompt memory around the next purchase.

Understand it step by step

1. Awareness: make the brand available in memory and easy to recognise.
2. Trial: encourage an initial purchase or use. The customer learns from experience.
3. Reinforcement: remind the user of a satisfactory experience and strengthen the existing choice. Advertising cannot create genuine product satisfaction by assertion alone.
4. Nudging: keep the brand easy to recall near another purchase. This is the fourth classroom label in the supplied notes; other accounts often abbreviate the framework to ATR.
5. Contrast: strong hierarchy models emphasise persuasive movement in attitudes before action. Ehrenberg’s weaker view gives a substantial role to trial, habit and reinforcement.

See it in use