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:

Heart's Conduction System

A network of specialized cardiac cells responsible for generating and transmitting electrical impulses that regulate heart rhythm.

Oxygen

A chemical element with symbol O and atomic number 8, essential for most forms of life on Earth, particularly for cellular respiration.

Stress Testing

A method used in various fields to evaluate the robustness or performance of an entity under extreme conditions.

Forced Vital Capacity

The maximum amount of air a person can forcefully exhale after taking the deepest breath possible, used in lung function testing.