Question

Which of the following is a method for selecting and qualifying advertising goals and for using those goals to measure advertising performance?

• A. AIDA model
• B. DAGMAR Model
• C. PEST Model
• D. PESTEL Model

Hint:

DAGMAR = Advertising goals + measurable results; AIDA = consumer response sequence.

Answer 1

The Correct Option is B

Step 1: Review advertising models.
- AIDA model: Attention, Interest, Desire, Action; emphasizes customer response.
- DAGMAR: Defining Advertising Goals for Measured Advertising Results; focuses on goal selection, qualification, and performance measurement.

Step 2: Determine the appropriate model.
DAGMAR is designed for establishing and evaluating advertising objectives.