DAGMAR was an advertising model proposed by Russel H. Colley in 1961.
[citation needed] Developed for the measurement of advertising effectiveness, it maps the states of mind that a consumer passes through.
Carol Kopp from Investopedia.com, describes the process entailing the DAGMAR model to also require, "an evaluation of the campaign's success against a pre-set benchmark."
Important parts of the DAGMAR model are definitions of target audience, (people whom the advertising message is addressed to) and objectives (goals of the advertising message).
[citation needed] This marketing-related article is a stub.