Robert Is Working in the Advertising Department of a Large

question 70

Multiple Choice

Robert is working in the advertising department of a large consumer-product company.He suggests that the company use the DAGMAR approach for setting advertising goals.Which of the following statements is Robert likely to hear as an argument against the use of the DAGMAR approach?

• A)Sales-oriented goals should be the measure of advertising effectiveness rather than communications objectives.
• B)The DAGMAR approach is too creative and leads to difficulty in understanding.
• C)DAGMAR can be quite expensive due to research costs and is, therefore, not suitable for large companies.
• D)DAGMAR is too concerned with quantitative assessment of a campaign's impact on awareness.
• E)DAGMAR is appropriate only in the case of direct-response advertising.

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