DAGMAR is:
A) a model of advertising goal setting
B) a model of consumer behaviour
C) a method of setting sales objectives
D) the most often used method of setting objectives

Question

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DAGMAR (Defining Advertising Goals for Measured Advertising Results) is a model of advertising goal setting, which provides a systematic approach for setting advertising objectives and evaluating advertising results. It was developed by Russell Colley in 1961 and is widely used in advertising planning and evaluation.

DAGMAR Is