DAGMAR, defining advertising goals for measured advertising results
By: Solomon Dutka.
Contributors: Colley, Russell.; Association of National Advertisers.
Edition: 2nd ed.
Publisher: NTC Business Books; ANA
Published: 1995
Place of publication: Lincolnwood, Ill; New York
Language: eng
Number of pages: 129
Subjects: Advertising.; Advertising -- Evaluation.
Description: 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.
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.