Question

_____ 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

Answer 1

Answer:

E

Explanation:

According to DAGMAR the basic function of advertising is to communicate.

The model was developed by Russell H. Colley in his report for national advertisers titled Defined Advertising goals for Measured Advertising Results. He believes that effective advertising is based on communication rather than to sell.

The DAGMAR approach highlights these phases:

1. Awareness,

2. comprehension,

3. conviction,

4. action

The approach has two goals.

1. Develop a communication tasks that accomplishes the phases above

2. Make sure that the success of the goals are measurable against a baseline.

Answer 2

Answer:

E) DAGMAR

Explanation:

DAGMAR (defining advertising goals for measured advertising results) is a marketing approach that is used to measure the success or failure of an advertising campaign goals and objectives . It was first introduced in 1961 bu Russell Coley to the Association of National Advisers. It uses four steps namely:

1. Awareness: Generating awareness about the goods and services to the customer.
2. Comprehension: Increasing the product benefit and comprehension.
3. Conviction: Making the customer to be convinced about the need for the product.
4. Action: Making the customer buy the product.