An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria outlined by the DAGMAR approach to setting objectives, identify what is wrong with this objective.
A)It is not a concrete statement of what message the airline wants to communicate.
B)It does not contain a benchmark starting point and the degree of change sought.
C)It does not specify a specific time period for accomplishing the objective.
D)It does not specify a well-defined target audience.
E)It fails to utilize the IMC process.

Question

Quizplus · Accepted Answer

The objective lacks a benchmark starting point and degree of change sought, which are essential elements of the DAGMAR approach to setting objectives.

An Airline Company Set the Following Objective for Its New