An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria associated DAGMAR approach to setting objective,what is wrong with this objective?
A)It is not a concrete statement of what message the airline wants to communicate.
B)It does not contain a benchmark measure and statement of the degree of change sought.
C)It does not specify a specific time period for accomplishing the objective.
D)It does not specify a well-defined target audience.
E)Nothing is wrong with this objective;it satisfies all of the criteria specified in the DAGMAR model.

Question

Quizplus · Accepted Answer

The objective does not contain a benchmark measure and statement of the degree of change sought, which is a key criteria in the DAGMAR approach. While the objective specifies a time period and target audience, it lacks a specific measure of success and how much of a change the company hopes to achieve.

An Airline Company Set the Following Objective for Its New