DAGMAR MODEL In 1960, Russel Colley propounded a new concept regarding advertising. DAGMAR is an abbreviation for “Defining Advertising Goals to measure Advertising Results”. Colley has defined advertising as : a paid mass communication, the ultimate purpose of which is to impart information, develop attitude, and induce action beneficial to the advertiser, generally the saleContinue reading “DAGMAR MODEL”


DIRECTORATE OF ADVERTISING AND VISUAL PUBLICITY Ghanshyam Goyal (IIS officer) is the head of Bureau of Outreach Communication (BOC), an entity formed by merging of DFP, S&DD, and DAVP. The Ministry of Information and Broadcasting had integrated its three departments — Directorate of Field Publicity (DFP), Song and Drama Division (S&DD) and Directorate of AdvertisingContinue reading “DAVP”

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