Creative executives from the advertising industry might oppose the DAGMAR approach to setting objectives because it:
A. inhibits their creativity by putting too much emphasis on numbers and the quantitative assessment of an advertising campaign.
B. requires that speculative presentations be created and used to set benchmark measures.
C. is only successful if it produces the desired sales results.
D. does not provide any type of communication guidelines.
E. is too concerned with qualitative assessments of the finished campaign.
Answer: A