An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria outlined by the DAGMAR approach to setting objectives, identify what is wrong with this objective.

It does not contain a benchmark measure and statement of the degree of change sought is wrong with the objective.

DAGMAR refers to defining advertising goals for measured advertising results. It is a method used in the advertising camping and it was introduced by Russell Colley . There are four main steps involved in this approach such as awareness, comprehension, conviction and action that are effectively caused by an advertising campaign.

The main thing in this approach is to set clear goals for an advertising cam,campaign and then measuring its success. In the example given, when DAGMAR approach is used, there must be a pre-set benchmark to be established so that the success of the campaign can be measured or compared. The statement given in the example does not contain any benchmark that is to be measured and the statement of degree of change to be sought with.

The model stresses defining the segment of the market that the campaign seeks to reach.

The model also requires an evaluation of the campaign's success against a pre-set benchmark.

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