Question: 19
(Choose 1 answer)
Under the DAGMAR approach, advertising objectives should be stated in terms of a benchmark and degree of
change sought which means:
A. Marketers must know the target market's present position regarding the various response stages so that they
could evaluate the success of the campaign.
B. Marketers must know descriptive variables concerning their target audience such as geography, demographics
or behavior.
C. Marketers must decide on the time period within which to accomplish the objectives.
D. Marketers must decide on a precise statement of what appeal or message they want to communicate with the
audience.
