The DAGMAR Approach to Setting Objectives

question 49

Multiple Choice

The DAGMAR approach to setting objectives:

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

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Definitions:

Journal Entries

The basic unit of accounting record that details a financial transaction, showing debits and credits to accounts impacted by the transaction.

Honoring

The act of fulfilling or adhering to agreements, commitments, or payments.

Dishonoring

Dishonoring occurs when a promised payment, such as a check or electronic payment, is not completed due to insufficient funds or rejection by the bank.

Note Receivable

A written promise for a specified amount of money to be paid by a debtor at a certain future date.