Dagmar: Defining Advertising Goals for Measured Advertising Results

Seldom does a book challenge and change the way we look at advertising. The first edition of DAGMAR did just that. And Solomon Dutka's revision maintains that initial lesson of separating our expectations for advertising from those for the entire marketing plan. Dutka adds new examples and insights to give this classic work a contemporary freshness. -- Bruce Vanden Bergh Chairman, Department of Advertising Michigan State University "The DAGMAR model has long been a landmark in the ongoing effort to make advertising more accountable and to evaluate its performance. In updating Russell Colley's original formulation Sol Dutka applies a lifetime of keen observation and study of the tough, competitive, real world of marketing." -- Leo Bogart Author, Strategy in Advertising "In 1961, the first edition of DAGMAR was important reading. With today's increased focus on measurable results, the second edition is essential reading. Once again, Solomon Dutka has demonstrated both his solid knowledge of the subject and his ability to convey it in very clear and concise terms." -- Ronald B. Kaatz Associate Professor Integrated Marketing Communications Medill School of Journalism Northwestern University