100 Years of Funnel – 3 – The 20th century

    1960 – DAGMAR-/ ACCA-Model

    The DAGMAR model (Defining Advertising Goals for Measured Advertising Results) is a marketing and advertising concept developed by Russell H. Colley in the 1960s. It is used to clearly define the goals of advertising campaigns and make the success of these campaigns measurable. The model helps advertisers to systematically evaluate and optimize the impact of their marketing measures.

    This funnel diagram shows the four steps (ACCA) of the DAGMAR marketing model:

    Or alternative visualization

    Basic principle of the DAGMAR model

    The DAGMAR* model is based on the idea that advertising not only aims to generate direct sales, but also goes through various psychological steps to lead potential customers to a purchase decision. These steps are defined as communication goals that take place in a linear sequence.

    It is based on the AIDA model and extends this to measure advertising effectiveness and also maps other states that consumers go through during their purchase decision.

    The four phases of the DAGMAR model

    The model divides the advertising process into four phases that a consumer goes through before deciding to make a purchase. These phases form the so-called AIDA-like hierarchy:

    1. Awareness 
    2. Comprehension 
    3. Conviction 
    4. Action
    Awareness 
    1. Objective: The target group should develop an awareness of the existence of the brand, product or service.
    2. Measured variables: Awareness, reach, impressions, brand recall.
    3. Measures:
        • Use of mass media (e.g. TV adverts, radio, print advertising)
        • Online advertising (e.g. social media ads, banners)
        • Outdoor advertising (e.g. posters, digital signage)

    👉 Example: A company could launch a large-scale advertising campaign to draw attention to a new product and anchor the brand name in the minds of consumer.

    Comprehension 
    1. Objective: Potential customers should develop a clear understanding of the product, its features and benefits.
    2. Measured variables: Knowledge of product features, understanding of the value proposition, click rate on detailed content.
    3. Measures:
        • Information-rich content (e.g. product videos, tutorials, blog posts)
        • Landing pages with detailed descriptions
        • Leaflets and brochures

    👉 Example: An explanatory YouTube video could help potential customers to better understand the benefits of a new technical product.

    Conviction 
    1. Objective: The target group should be convinced of the quality and value of the product in order to develop a positive purchase intention.
    2. Measured variables: Purchase intention, conversion rate, number of enquiries, leads.
    3. Measures:
        • Customer reviews and testimonials
        • Product comparisons and case studies
        • Discount campaigns or exclusive offers
        • Influencer marketing

    👉 Example: Positive customer ratings and test reports could provide the final push to convince undecided potential buyers.

    Action  
    1. Objective: Potential customers should carry out a specific action, such as making a purchase or registering for a service.
    2. Measured variables: Number of sales, closing rate, turnover, ROI (return on investment).
    3. Measures:
        • Call-to-actions (CTAs) on the website, in emails or social media
        • Optimisation of the checkout process
        • Retargeting campaigns for shopping basket abandoners

    👉 Example: By using targeted CTAs on a landing page, a company can motivate potential customers to complete the purchase.

    Additional aspects of the DAGMAR model
    1. Set specific goals: One of the core elements of the DAGMAR model is setting clear, measurable goals for each phase, often defined as SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals.
    2. Target group segmentation: The model requires a precise analysis of the target group in order to place relevant messages in each phase.
    3. Measurement and optimisation: The DAGMAR model attaches great importance to the measurability of campaigns. Each phase is evaluated using specific KPIs, which enables ongoing optimisation of the marketing strategy.
    Advantage of DAGMAR model
    1. Clear structure: The model offers a systematic approach to planning and measuring advertising campaigns.
    2. Measurable goals: Helps companies evaluate the success of their marketing activities through specific KPIs.
    3. Focus on communication objectives: The model recognises that advertising should not only generate sales, but also influence consumer behaviour and perceptions.
    Disadvantages of the DAGMAR model
    1. Highly linear approach: The model assumes that customers go through a fixed, linear process, which is not always the case in today’s dynamic online world.
    2. Complexity: Implementation can be resource intensive as specific goals and metrics need to be defined for each phase.
    3. Not suitable for all products: The model may be less effective, particularly for products with very short purchase decision processes (impulse purchases).

    1970 ATR-Modell

    The ATR model was developed by Andrew Ehrenberg, a renowned statistician and marketing researcher. Ehrenberg was known for his work on consumer behaviour research and for his approaches to analysing and predicting market dynamics. He first introduced the ATR model in the 1970s to explain the effect of advertising on consumer behaviour. Ehrenberg argued that advertising mainly serves to create awareness and reinforce existing behaviour rather than actively changing preferences or creating new patterns of behaviour. His model therefore focuses on the pragmatic and repeatable effect of advertising measures, particularly in markets with intense competition.

    The ATR model was central to his theory of how brands can build long-term consumer relationships by increasing awareness, encouraging trial and ensuring customer loyalty.

    The ATR model (Awareness, Trial, Reinforcement) is a classic advertising model that describes the three main phases that a consumer goes through before accepting a brand or deciding in favour of a product. It was originally developed to structure advertising measures and make them more effective.

    Phases of the ATR-Model
    1. Awareness:
    • Objective: To publicise the brand or product.
    • This phase is about attracting the attention of potential customers and ensuring that they recognise the product or brand.
    • Advertising media: TV adverts, social media adverts, billboard advertising, sponsorship, viral campaigns.
    • Example: A car brand launches a major advertising campaign to publicise its existence.
    2. Trial:
    • Objective: To motivate the consumer to use the product for the first time or to make a first purchase.
    • The brand tries to get customers to try out the product in order to gain experience and form initial opinions.
    • Advertising media: product samples, special offers, trial versions, discounts.
    • Example: A food manufacturer distributes free samples of a new snack in supermarkets.
    3. Reinforcement:
    • Objective: To encourage the consumer to make a decision and to create long-term loyalty to the brand.
    • Here, the positive attitude towards the product is strengthened through confirmation, repetition or rewards.
    • Advertising media: loyalty programs, after-sales communication, customer reviews, repetition of advertising messages.
    • Example: A technology company offers its customers regular software updates and discounts for future purchases.
    Features of the ATR model

    1. The model is based on a linear representation of the consumer journey and is particularly suitable for building brand awareness and loyalty.

    2. It is ideal for products or services that require a strong visual and emotional advertising message.

    Strengths of the model
    • Simplicity: It is easy to understand and use.
    • Customer-orientation: It takes into account the different stages of the customer journey.
    • Flexibility: Can be adapted to different industries and markets.
    Weaknesses
    • It assumes that consumers act rationally and linearly, which is not always the case in practice.
    • The model neglects social and cultural influences as well as impulse purchases
    • Flexibility: Can be adapted to different industries and markets.
    The ATR model remains one of the basic methods in marketing, especially when planning advertising campaigns for new products or brands.

    ATR-N Modell

    The ATR-N model is a further development of the original ATR model by Andrew Ehrenberg, but was introduced by Patrick Barwise. Barwise, a British marketing scientist and professor at the London Business School, built on Ehrenberg’s concept and added the N component, which stands for networking, neuromarketing or new media. This extension was intended to adapt the model to modern developments in marketing, particularly in relation to the digital revolution and the importance of social networks and technological advances.

    With the inclusion of N, Barwise considered new ways in which brands can interact with consumers, for example through social media, online platforms, data-based personalisation and emotional appeal supported by insights from neuromarketing.

    The ATR-N model is often used to structure marketing strategies in the digital era and to combine traditional approaches with innovative methods.

    The ATR-N model is an extension of the classic ATR model (Awareness, Trial, Reinforcement), which is used in advertising psychology and marketing strategy. It is used to analyse and target the reactions of the target group in various phases of the purchasing decision process.

    Structure of the ATR-N model
    1. Awareness
    • The aim of this phase is to make the target group aware of the product or brand.
    • Advertising strategies such as campaigns with mass appeal, branding and product placement play a decisive role here.
    2. Trial
    • As soon as attention has been aroused, the target group should be motivated to try out the product.
    • Promotions such as free samples, special offers or trial versions are frequently used.
    3. Reinforcement
    • After trying it out, the target group should be encouraged in their positive attitude towards the product or brand.
    • Measures such as loyalty programs, follow-up campaigns or positive customer reviews help to build loyalty.
    4. Networking, Neuro Marketing or New Media)
    • The expansion of the classic model adds an additional layer that takes current developments such as social media, network effects and neuroscientific findings into account.
    • Networking: The use of social networks and communities to promote the brand.
    • Neuromarketing: The use of insights into the brain and the emotions of consumers to make advertising more targeted.
    • New media: The integration of modern communication channels (e.g. social media, influencer marketing, interactive content) into the advertising strategy.
    Goal

    The ATR-N model aims to comprehensively analyse the entire customer journey and achieve maximum impact through targeted advertising measures at every stage. It is often used in highly competitive markets to create lasting brand loyalty. 

    Area of application:
    • Brand strategies
    • Development of advertising campaigns
    • Optimisation of the customer experience

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