The DAGMAR Approach to Setting Objectives Has

question 13

Multiple Choice

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.

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