_____ is an approach to setting advertising 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 hierarchy of effects model
B) Zero based communications planning
C) Inside-out communications planning
D) DAGMAR

Question

Quizplus · Accepted Answer

The description matches the DAGMAR approach. The other options, such as zero-based communications planning and inside-out communications planning, may be approaches for setting advertising budgets or strategies, but are not specifically tied to setting advertising objectives based on communication effects. The hierarchy of effects model is a framework for understanding how consumers move through various stages of awareness and purchase intent, but it is not a specific approach to setting advertising objectives.

_____ Is an Approach to Setting Advertising Objectives,which States That