You are working in the advertising department of a large consumer products company. You have suggested that the company use the DAGMAR approach for setting advertising goals. Which of the following is an example of an argument that you are likely to hear against the use of the DAGMAR approach to setting advertising goals?
1) The DAGMAR approach is too complex and time-consuming.
2) The DAGMAR approach does not take into account the unique characteristics of our target audience.
3) The DAGMAR approach focuses too much on sales and not enough on building brand awareness.
4) The DAGMAR approach does not provide a clear framework for measuring the effectiveness of advertising campaigns.