You are working in the advertising department of a large consumer products company. You have suggested that the company use the DAGMAR approach for setting advertising goals. Which of the following is an example of an argument that you are likely to hear against the use of the DAGMAR approach to setting advertising goals?
A. Communication should be the measure of advertising effectiveness rather than sales - oriented goals.
B. DAGMAR approach is too creative and hence, leads to difficulty in understanding.
C. DAGMAR can be quite expensive due to research costs and is therefore suitable only for large companies.
D. DAGMAR is too quantitative for most managers to understand.
E. DAGMAR is appropriate only in case of direct - response advertising.
Answer: D