You Are Working in the Advertising Department of a Large

question 80

Multiple Choice

You are working in the advertising department of a large consumer products company.You have suggested the company use the DAGMAR approach to setting advertising goals.Which of the following is NOT an example of an argument that you are likely to hear against the use of the DAGMAR approach to set advertising goals?

• A)Sales should be the measure of advertising effectiveness rather than communication goals.
• B)DAGMAR inhibits creativity in advertising.
• C)DAGMAR can be quite expensive due to research costs and is thus good only for large companies.
• D)DAGMAR is too quantitative for most managers to understand.
• E)It is difficult to show the relationship between the communications objectives advocated by DAGMAR and sales.

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