_____ is an approach to setting advertising goals and objectives which states that communication effects are the logical basis for advertising goals and objectives against which success or failure should be measured.
A)The carryover effect
B)The hierarchy of effects model
C)Zero based communications planning
D)Inside-out communications planning
E)DAGMAR

Question

Quizplus · Accepted Answer

The given approach is known as DAGMAR (Defining Advertising Goals for Measured Advertising Results), which is a model for setting advertising objectives and evaluating the results of an advertising campaign based on communication effects such as awareness, comprehension, conviction, and action. This approach assumes that the ultimate goal of advertising is to induce some type of consumer behavior, and that communication effects are the logical basis for advertising objectives against which success or failure should be measured.

_____ Is an Approach to Setting Advertising Goals and Objectives