Air Canada set the following objective for its new advertising campaign: "To increase the percentage of consumers who know that our fares are lower than the competitors from 55 percent to 75 percent over the next six months." Using the criteria associated in the DAGMAR approach to setting objective, what is wrong with this objective?
A) It does not contain a benchmark measure and statement of the degree of change sought.
B) It does not specify a well-defined target audience.
C) It does specify a specific time period for accomplishing the objective.
D) 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 specify a well-defined target audience, which is a necessary criterion in the DAGMAR approach. Although it sets a benchmark measure and statement of the degree of change sought and specifies a specific time period, without a clear target audience, it will be difficult for Air Canada to effectively communicate its message and achieve its objective.

Air Canada Set the Following Objective for Its New Advertising