In his DAGMAR approach to advertising planning, Colley argued that advertising objectives should be stated in terms of concrete and measurable communications tasks, specify a target audience, indicate a benchmark starting point and the degree of change sought, and specify a time period for accomplishing the objective(s).

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This statement accurately describes the main components of Colley's DAGMAR approach to advertising planning.

In His DAGMAR Approach to Advertising Planning, Colley Argued That