According to the criteria outlined in DAGMAR,which of the following is the best statement of a quantitative communications objective?
A)"Increase product users to 40 percent of the total market."
B)"Win new customers and increase sales volume by 15 percent in 6 months."
C)"Increase the number of customers mentioning the brand name when asked for brand preference from 40 percent to 50 percent in one year."
D)"Increase awareness of the brand in one year."
E)"Increase sales revenue by 10 percent."

Question

Quizplus · Accepted Answer

The best statement of a quantitative communications objective is C because it is specific, measurable, achievable, relevant, and time-bound (SMART). It also focuses on increasing customer preference for the brand, which is a more meaningful objective than simply increasing sales or revenue. The other statements are either too broad (D) or not specific enough (A, B, E).

According to the Criteria Outlined in DAGMAR,which of the Following