Robert Is Working in the Advertising Department of a Large

question 36

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)Communication should be the measure of advertising effectiveness rather than sales-oriented goals.
• 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 case of direct-response advertising.

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Definitions:

Governmental Units

Entities established by governmental authorities to perform specific functions, such as cities, counties, and special districts.

Merchandise

Goods that are bought and sold in business, often synonymous with stock or inventory.

Fraudulent Misrepresentation

A wrongful statement, action, or concealment, pertinent to the subject matter of a contract, that is knowingly made to damage the other party.

Sales Puffery

Persuasive words or exaggerated arguments made by salespeople to induce customers to buy their product. As long as such comments are reserved to opinion and do not misstate facts, they are not actionable as fraud, even if they turn out to be grossly in error. Also called puffery.