The DAGMAR Approach to Setting Objectives Has

Multiple Choice

The DAGMAR approach to setting objectives has:

A) a negligible effect on the advertising planning process.
B) focused advertisers' attention on the value of using communications objectives rather than sales objectives.
C) never been criticized because it focuses on the hierarchy of effects model.
D) increased the degree of subjectivity used in the selection of objectives toward which planners' efforts should be directed.
E) been successful because it is easy to implement.