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The DAGMAR-Formel is a term from advertising. It denotes a concept with which advertising media are to be designed according to certain criteria. It was developed in 1967 by the US advertising expert Russel H. Colley.

Acronym for more advertising effectiveness

DAGMAR is a combination of the first letters of:

  • Defining
  • Advertising
  • Goals
  • (for)
  • Measured
  • Advertising
  • Results

The name is the book title, by Colley had summarized his findings at that time in the overview.

Theory of advertising

Basis of the DAGMAR-Formel is the assumption that not only economy is important with the advertisement. Communication is here the essential factor for the efficiency and thus the success of the advertising measures. The theory further states that there are communicative phases which the addressee of the advertising implements in sequence.

Phases of advertising effectiveness with the addressee

Advertising affects the consciousness of its recipients. This begins with the contact by which the advertising medium is intended to establish the attention of the addressee. Second is the reception of the advertising message by the addressee. The understanding of the advertising message is important, as this is the basis for its effectiveness. Retention determines the sustainability of the messages. Attitude means whether the addressee perceives an advertising message as sympathetic, for example.

The DAGMAR-Formel stands in competition to AIDA-formula, which is more well-known, but does not work so exactly.

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