Creative Executives from the Advertising Industry Might Oppose the DAGMAR

Creative executives from the advertising industry might oppose the DAGMAR approach to setting objectives because it:

A) puts too much emphasis on the quantitative assessment of an advertising campaign.
B) requires that speculative presentations be created and used to set benchmark measures.
C) is only successful if it develops a message that contributes to brand equity.
D) does not provide any type of communications guidelines.
E) is too concerned with qualitative assessments of an advertising campaign.