What are the problems and limitations to DAGMAR?
Answers: Assessment of DAGMAR—There are certain problems and limitations to DAGMAR which should be discussed. These include:
• Problems with the response hierarchy—reliance on traditional hierarchical type response models is a problem in the original version of DAGMAR. However, the updated version of the model, DAGMAR MOD II, recognizes the need for a modified response hierarchy that is appropriate to the buying situation such as in high- versus low-involvement purchases.
• Problems with attitude-behavior relationship—some criticize DAGMAR since it implies that movement through the hierarchy will lead to changes in attitudes and subsequent behavior. Problems with the assumption that attitudes are related to behavior are well documented. However, refinements in the measurement of attitudes and purchase intentions can reduce the significance of this problem.
• Sales objectives—proponents of sales objectives argue that communication objectives advocated by DAGMAR are a “cop-out” and a way of ignoring the basic goal of advertising which is to generate sales. They argue that since a communication objective is of interest only if it can be shown to be related to sales, why not simply use sales as the objective?
• Practicality and costs—DAGMAR is criticized for being difficult to implement and practical only for big companies with large marketing and advertising research budgets who can afford to establish quantitative benchmarks and measure communication results.
• Inhibits creativity—DAGMAR is also criticized on the grounds that it can inhibit creativity by imposing too much influence or structure on creatives. The creative department may become too concerned with “passing the numbers test” rather than developing great ideas that result in unique and effective advertising. Many advertising people have blamed the lack of great creative ideas and campaigns in the U.S. in recent years on an over quantification of advertising objectives.