Which of the Following Is Considered a Major Criticism of the DAGMAR

question 97

Multiple Choice

Which of the following is considered a major criticism of the DAGMAR approach?

• A)its belief that the only relevant measure of advertising objectives is sales
• B)its focus on using sales-based objectives rather than communications-based objectives
• C)its inability to define what constitutes a good advertising objective
• D)its reliance on the hierarchy of effects model
• E)its lack of concern with the quantitative assessment of the impact on awareness