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

B. focused advertisers' attention on the value of using communications objectives rather than sales objectives

Explanation:

DAGMAR simply means Defining

Advertising Goals for Advertising Results. It is commonly known that it was developed by a man called Russell Colley in 1961.

According to Colley simplification of an Advertiser's job as purely and simply, to communicate information to a given(defined) audience and the success of a given ad is based on its execution and when and how well was the ad made.

Under DAGMAR, there are four main tasks such as; A-Awareness, C-Comprehension, C-Conviction anf A-Action. The Communication objectives includes; awareness creation, building or reinforcing attitude, developing brand loyalty and brand image e. t. c.

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