DAGMAR

DAGMAR

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 2: Advertising Goals and Objectives

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of dagmar.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• DAGMAR

Detailed Microsyllabus

1. DAGMAR foundations

   1. Expand Defining Advertising Goals for Measured Advertising Results.
   2. Explain the communication-task approach.
   3. Identify the intended audience and starting communication state.

2. Objective specification

   1. Describe awareness, comprehension, conviction and action stages.
   2. Set a specific measurable task and evaluation period.
   3. Distinguish proposed targets from observed results.

3. Evaluation

   1. Select measures appropriate to the communication task.
   2. Compare before-and-after evidence while noting other influences.
   3. Discuss assumptions and limitations of a staged response model.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.