The DAGMAR approach to setting objectives:
A)has had little effect on the advertising planning process
B)has focused advertisers' attention on the value of using communications objectives rather than sales objectives
C)has never been criticized because it focuses on the hierarchy of effects model
D)has increased the degree of subjectivity used in the selection of objectives toward which planners' efforts should be directed
E)has been successful because it is easy to implement

Question

Quizplus · Accepted Answer

The DAGMAR (Defining Advertising Goals for Measured Advertising Results) approach has focused advertisers' attention on setting communications objectives, rather than just sales objectives, which has helped in the planning process. This approach has been relatively successful in setting objectives, and it has been widely accepted in the advertising industry. However, it has also been criticized for its focus on the hierarchy of effects model and for the subjective nature of selecting objectives. Nonetheless, the approach has had a significant impact on the advertising planning process.

The DAGMAR Approach to Setting Objectives