The DAGMAR system of setting objectives emphasizes communication objectives because Russell Colley believed that the proper way to evaluate a campaign is to determine how well it communicates information,within a given budget,to the target audience.

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Determining the objectives for a marketing program can be difficult, especially for planners without years of experience. The task was simplified considerably when Russell Colley introduced a system for defining advertising goals for measured advertising results (DAGMAR). The DAGMAR system emphasizes communication objectives because Colley believed that the proper way to evaluate a campaign is to determine how well it communicates information, within a given budget, to the target audience.

The DAGMAR System of Setting Objectives Emphasizes Communication Objectives Because