According to DAGMAR, Advertising Objectives Should Be Written in Measurable

question 18

Multiple Choice

According to DAGMAR, advertising objectives should be written in measurable terms that specify:

• A)a communications task, a target market, a benchmark starting point, a time period, and the degree of change sought.
• B)a budget, a message strategy, a media plan, and the degree of carryover effect desired.
• C)the reach, frequency, and point of wearout for the advertising messages.
• D)the purchase motives, demographic composition, and buying habits of the target market.
• E)sales potentials, market share, return on investment, and budget forecasts.

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Definitions:

Capital Investment

Funds used by a company to acquire or upgrade physical assets such as property, industrial buildings, or equipment to boost its long-term revenue.

Qualitative Characteristic

A feature that defines or characterizes the quality of information in accounting and financial reporting, such as relevance or reliability.

Expected Value Analysis

A form of analysis that assigns likelihoods (probabilities) to various inputs, thus incorporating uncertainty directly into the output (answer).

Probabilities

A measure representing the likelihood or chance of certain events occurring, expressed as a number between 0 and 1.