According to DAGMAR,the basic function of advertising is to:
A)create sales.
B)communicate.
C)increase market share.
D)generate action.
E)change behavior.

Question

Quizplus · Accepted Answer

According to DAGMAR (Defining Advertising Goals for Measured Advertising Results), the primary function of advertising is communication. The objective of advertising is to create awareness, and build interest and desire among target customers, thereby leading to action, such as a purchase or inquiry about the product/service. Hence, the best choice is B, which reflects the fundamental purpose of advertising. While creating sales or generating action is a desired outcome of advertising, it is not the primary function of advertising. Similarly, increasing market share and changing behavior are more strategic goals of advertising, rather than its basic function.

According to DAGMAR,the Basic Function of Advertising Is To