• Sales objectives. Another objection to DAGMAR comes from those who argue that the only relevant measure of advertising objectives is sales. They have little tolerance for ad campaigns that achieve communications objectives but fail to increase sales. Advertising is seen as effective only if it induces consumers to make a purchase.20 The problems with this logic were addressed in our discussion of communications objectives.
• Practicality and costs. Another criticism of DAGMAR concerns the difficulties involved in implementing it. Money must be spent on research to establish quantitative benchmarks and measure changes in the response hierarchy. This is costly and time-consuming and can lead to considerable disagreement over method, criteria, measures, and so forth. Many critics argue that DAGMAR is practical only for large companies with big advertising and research budgets. Many firms do not want to spend the money needed to use DAGMAR effectively.
• Inhibition of creativity. A final criticism of DAGMAR is that it inhibits advertising creativity by imposing too much structure on the people responsible for developing the advertising. Many creative personnel think the DAGMAR approach is too concerned with quantitative assessment of a campaign's impact on awareness, brandname recall, or specific persuasion measures. The emphasis is on passing the numbers test rather than developing a message that is truly creative and contributes to brand equity.
Aithoug h theDAGMAR model suggests a logical pmb[ems in Setting Ob jectives process for advertising end promotion planning, most advertisers and their agencies fail to follow these basic principles. They fail to set specific objectives for their campaigns and/or do not have the proper evidence to determine the success of their promotional programs. A classic study conducted by Stewart H. Britt examined problems with how advertisers set objectives and measure their accomplishment.21 The study showed that most advertising agencies did not state appropriate objectives for determining success and thus could not demonstrate whether a supposedly successful campaign was really a success. Even though these campaigns may have been doing something right, they generally did not know what it was.
Although this study was conducted in 1969, the same problems exist in advertising today. A more recent study examined the advertising practices of business-to-business marketers to determine whether their ads used advertising objectives that met Colley's four DAGMAR criteria.22 Entries from the annual Business/Professional Advertising Association Gold Key Awards competition, which solicits the best marketing communications efforts from business-to-business advertisers, were evaluated with respect to their campaigns' objectives and summaries of results. Most of these advertisers did not set concrete advertising objectives, specify objective tasks, measure results in terms of stages of a hierarchy of effects, or match objectives to evaluation measures. The authors concluded: "Advertising practitioners have only partially adopted the concepts and standards of objective setting and evaluation set forth 25 years ago."23
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