Title: DAGMAR, defining advertising goals for measured advertising results
First published: 1995
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.
Subjects: Advertising, Evaluation, Advertising - general & miscellaneous, Advertising - history & criticism, Advertising - technique & practice
LC classification: HF5823 .D84 1995