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:

Comminuted Fracture

A type of bone fracture characterized by the bone being broken into several smaller pieces.

Fragments

Small parts broken or separated off something.

Examining Table

A piece of medical equipment used in healthcare settings for patients to lie or sit on during a medical examination.

Document

A piece of written, printed, or electronic matter that provides information or evidence or that serves as an official record.