The DAGMAR approach to setting objectives has:
A)a negligible effect on the advertising planning process.
B)focused advertisers' attention on the value of using communications objectives rather than sales objectives.
C)never been criticized because it focuses on the hierarchy of effects model.
D)increased the degree of subjectivity used in the selection of objectives toward which planners' efforts should be directed.
E)been successful because it is easy to implement.

Question

Quizplus · Accepted Answer

The DAGMAR approach focuses on the value of using communications objectives rather than sales objectives, which has helped advertisers to set appropriate objectives for their advertising campaigns.

The DAGMAR Approach to Setting Objectives Has