DAGMAR Approach

DAGMAR Approach is a model developed by Russell H Colley for setting advertising objectives and measuring the results for an advertising campaign. Colley prepared a report for the association of national advertisers titled “Defined Advertising Goals for Measured Advertising Results” which stressed on communication effects of advertising as the logicalRead More →

Creative Strategy

Advertising is a specialized field that requires tremendous efforts and creative strategies to promote products and services of different kinds of brands. An Advertising Campaign is successful only when the ad message reaches the targeted audience and effectively communicates crucial information about the product or brand. High levels of creativityRead More →

Elaboration Likelihood Model (ELM)

The Elaboration Likelihood Model (ELM) insists that consumers make purchase related decisions in two ways. By thinking logically, evaluating the products in detail and determining the effectiveness of the product from various sources By thinking emotionally, without in-depth assessments about the products The Elaboration Likelihood Model (ELM) model suggests thatRead More →