Which of the following is considered a major criticism of the DAGMAR approach?
A)its belief that the only relevant measure of advertising objectives is sales
B)its focus on using sales-based objectives rather than communications-based objectives
C)its inability to define what constitutes a good advertising objective
D)its reliance on the hierarchy of effects model
E)its lack of concern with the quantitative assessment of the impact on awareness

Question

Quizplus · Accepted Answer

The DAGMAR approach is criticized for its reliance on the hierarchy of effects model, which assumes a linear progression from awareness to purchase, not accounting for the complexity of consumer behavior.

Which of the Following Is Considered a Major Criticism of the DAGMAR