DAGMAR Model

Dutka (1995) informs that DAGMAR model stands for ‘Defining Advertising Goals for Measured Advertising Results’ and is one of the most approaches to the advertising planning process. According to DAGMAR model a potential customer goes through four steps before making a purchase:
1. Awareness
2. Comprehension
3. Conviction
4. Action

References
Dutka, S, 1995, “Dagmar: Defining Advertising Goals for Measured Advertising”, NTC Business Books