The DAGMAR Approach to Setting Objectives

Multiple Choice

The DAGMAR approach to setting objectives:

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