US Association of National Advertisers released a revised edition of a specific hierarchical framework in 1995 called DAGMAR (Dutka, 1995). An acronym for:

Defining – Advertising – Goals for – Measured – Advertising – Results

DAGMAR Advertising Approach

Advertising can yield nine different effects that are hierarchically orderer:

1. Category need
2. Brand awareness
3. Brand knowledge/comprehension
4. Brand attitude
5. Brand purchase intention
6. Purchase facilitation
7. Purchase
8. Satisfaction
9. Brand loyalty

DAGMAR as the same problem its forerunners had:

there is no convincing evidence that advertising affects the consumer in the sequence posited by the model. All models discussed essentially assume a passive consumer whose primary source of influence is advertising.

Weilbacher (2001) has summarized a series of problems associated with these models:

1. They are only concerned with the effects of advertising as discrete media messages, whereas in reality, effects often come about in interaction with various other marketing factors (including product features, distribution factors, and pricing decisions)
2. Represent a simplistic view of human behaviour and response processes, with advertising as the stimulus and overt consumer behaviour as the ultimate response without any regard for underlying and moderating conditions.
3. These models are inflexible, since they assume that all ads have the same specific effects
4. The models that relate specific effects with ways to measure them (i.e. DAGMAR) suggest that the postulated sequence of effects is valid, since its constitent components can be measured.