The DAGMAR Approach to Setting Objectives Has

question 13

Multiple Choice

The DAGMAR approach to setting objectives has:

• A)a negligible effect on the advertising planning process.
• B)focused advertisers' attention on the value of using communications objectives rather than sales objectives.
• C)never been criticized because it focuses on the hierarchy of effects model.
• D)increased the degree of subjectivity used in the selection of objectives toward which planners' efforts should be directed.
• E)been successful because it is easy to implement.

---

Definitions:

Psychoanalyst

A mental health professional, often a psychiatrist or psychologist, trained in psychoanalysis, a method of therapy grounded in Freudian theory that emphasizes unconscious processes.

Client-centered Therapist

A type of psychotherapy developed by Carl Rogers that emphasizes providing a supportive environment where clients can self-explore and solve their problems.

Repressed

Describes thoughts, memories, or feelings that are suppressed or unconsciously held away from conscious awareness.

Freud

Sigmund Freud, an Austrian neurologist who founded psychoanalysis and is known for his theories of the unconscious mind and mechanisms of defense.