DAGMAR, defining advertising goals for measured advertising results
by Solomon Dutka
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No aspect of the advertising and marketing process has been more debated, more criticized, or more elusive than the measurement of advertising effectiveness. And while many measurement techniques, methodologies, and theories have appeared over the years, none has stood the test of time better than that presented in DAGMAR: Defining Advertising Goals for Measured Advertising Results.
It is a true classic of business literature that for more than three decades has educated advertising students and practitioners on how to think about and how to evaluate advertising expenditures.
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DAGMAR, defining advertising goals for measured advertising results
1995, NTC Business Books, ANA
in English
- 2nd ed.
0844234222 9780844234229
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Edition Notes
"First edition by Russell Colley."
At head of title: Association of National Advertisers.
Rev. ed. of: Defining advertising goals for measured advertising results / Russell Colley. 1st ed. 1961.
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| July 16, 2024 | Edited by MARC Bot | import existing book |
| December 20, 2023 | Edited by ImportBot | import existing book |
| April 28, 2010 | Edited by Open Library Bot | Linked existing covers to the work. |
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| December 10, 2009 | Created by WorkBot | add works page |