is an approach to setting advertising objectives, which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.
A) The hierarchy of effects model
B) Inside-out communications planning
C) Zero based communications planning
D) DAGMAR

Question

Quizplus · Accepted Answer

The DAGMAR (Defining Advertising Goals for Measured Advertising Results) approach states that communication effects, such as awareness, comprehension, conviction, and action, should be the logical basis for advertising goals and objectives, which can be measured for success or failure. This approach emphasizes the importance of clearly defining specific, measurable objectives to evaluate the effectiveness of advertising efforts.

Is an Approach to Setting Advertising Objectives, Which States That