According to DAGMAR,advertising objectives should be written in measurable terms that specify:
A)a communications task,a target market,a benchmark starting point,a time period,and degree of change sought.
B)a budget,a message strategy,a media plan,and the degree of carryover effect desired.
C)the reach,frequency,and point of wearout for advertising messages.
D)the purchase motives,demographic composition,and buying habits of the target market.
E)sales potentials,market share,return on investment,and budget forecasts.

Question

Quizplus · Accepted Answer

According to DAGMAR, advertising objectives should be specific, measurable, achievable, relevant, and time-bound (SMART), which is similar to the options given in choice A. The communication task refers to the specific action the advertiser wants the target audience to take, such as trying a new product or visiting a website. The target market is the group of people the advertiser wants to reach. The benchmark starting point is the current status of the advertising campaign, while the time period identifies the duration of the advertising campaign. The degree of change sought refers to the effect that advertisers want their advertising to have on the target audience. Therefore, choice A is the best answer.

According to DAGMAR,advertising Objectives Should Be Written in Measurable Terms