Creative executives from the advertising industry might oppose the DAGMAR approach to setting objectives because it
A. requires that speculative presentations be created and used to set benchmark measures.
B. puts too much emphasis on the quantitative assessment of an advertising campaign.
C. does not provide any type of communications guidelines.
D. is too concerned with qualitative assessments of an advertising campaign.
E. is only successful if it develops a message that contributes to brand equity.
Answer: B
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