_____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.
A)SOSTAC
B)The hierarchy of effects model
C)The BCG matrix
D)The Ansoff matrix
E)DAGMAR

Question

Quizplus · Accepted Answer

DAGMAR (Defining Advertising Goals for Measured Advertising Results) is an approach to setting advertising goals and objectives that is based on the idea that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured. The approach involves defining specific communication objectives at the outset of an advertising campaign, and then developing a way to measure the effectiveness of the campaign in achieving those objectives.

_____ Is an Approach to Setting Advertising Goals and Objectives