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

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/papers/paper-2024-05-02/q4b

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/papers/paper-2024-05-02--q4b/

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

### 2024-05-02 · Q4B · Previous-paper question. Explain the DAGMAR (ACCA) and Ehrenberg (ATRN) Models of advertising by giving appropriate examples. [10 marks]

#### 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 ↔

![DAGMAR: ACCA + a measurable objective](https://deep-learning-study-room.vercel.app/apr/fig/dagmar.e936f07148.svg)

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.

DAGMAR and the ACCA stages — follow the labels in order.

## 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

#### 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.

## 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 ↔

![Course Ehrenberg model: ATRN](https://deep-learning-study-room.vercel.app/apr/fig/ehrenberg.26b8d4a608.svg)

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.

Ehrenberg: awareness, trial, reinforcement and nudging — follow the labels in order.

## 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

#### Illustrative example · A familiar biscuit

The shopper recognises a biscuit pack, tries a small pack, likes the actual taste and later sees a reminder near the next shopping occasion. The reminder supports repeat buying; it does not need to completely change a belief each time.