In 2007,Cingular acquired AT&T but renamed itself using AT&T.The choice of the name reflected consumers' awareness and recognition of an established brand.To determine how successful it was in making consumers aware of its name change and its new positioning strategy,the firm could have used:
A)zero-based communications planning
B)a benchmark orientation
C)DAGMAR
D)the carryover effect
E)the recency effect

Question

Quizplus · Accepted Answer

The firm could have used DAGMAR (Defining Advertising Goals for Measured Advertising Results) to determine the effectiveness of its communication strategy in making consumers aware of the name change and new positioning strategy. DAGMAR is a method for setting advertising objectives and evaluating their results based on the communication tasks that advertising aims to achieve, such as awareness, comprehension, conviction, and action. It provides a standard for measuring the success of a communication campaign by establishing specific, measurable, and realistic goals that can be tested and evaluated. By using DAGMAR, the firm could have assessed how well its advertising efforts were achieving the desired results, and adjusted its strategy accordingly.

In 2007,Cingular Acquired AT&T but Renamed Itself Using AT&T