Creative executives from the advertising industry might oppose the dagmar approach to setting objectives because it: multiple choice a) puts too much emphasis on the quantitative assessment of an advertising campaign. b) requires that speculative presentations be created and used to set benchmark measures. c) is only successful if it develops a message that contributes to brand equity. d) does not provide any type of communications guidelines.

a)

Explanation:

The DAGMAR approach focuses on basing the company's advertising objective's and goals based on the quantitative results of previous advertising campaigns. For a Creative Executive this would obviously seem as a bad approach because it puts too much emphasis on the quantitative assessment of an advertising campaign, which puts aside their creative methods in order to follow this quantitative approach.

I hope this answered your question. If you have any more questions feel free to ask away at .