Why might a small company with limited resources NOT want to use the DAGMAR approach to setting objectives?
A)DAGMAR does not support the use of communications objectives.
B)DAGMAR requires managers to use more subjectivity in setting objectives than other methods.
C)Small companies are unlikely to want to spend money on marketing research to develop benchmark measures and track advertising effects.
D)Small companies often cannot identify their real target audience.
E)All of the above are reasons why a small company with limited resources may not want to use the DAGMAR approach to setting objectives.

Question

Quizplus · Accepted Answer

The DAGMAR approach requires companies to conduct marketing research to develop benchmark measures and track advertising effects, which can be expensive for small companies with limited resources. Therefore, small companies may not want to use this approach due to the cost involved.

Why Might a Small Company with Limited Resources NOT Want