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: Recall the advertising models.
- AIDA model → Attention, Interest, Desire, Action; focuses on customer response
- DAGMAR → Defining Advertising Goals for Measured Advertising Results; selects & qualifies goals and measures performance
Step 2: Identify the correct model.
DAGMAR is specifically designed to set and measure advertising objectives