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Wilson, a marketing VP for Productivity Advertising, has been introducing concepts to help guide the marketing effort. A timeless model for setting advertising objectives and

Wilson, a marketing VP for Productivity Advertising, has been introducing concepts to help guide the marketing effort. A timeless model for setting advertising objectives and measuring the results of an ad campaign is Defining Advertising Goals for Measured Advertising Results (DAGMAR). The DAGMAR model states an advertising goal involves ________ that is specific and measurable.
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