Question

Given below are two statements : one is labelled as
Assertion (A) and the other is labelled as Reason (R).
Assertion (A): The method of setting advertisement objectives and measuring effectiveness of a campaign, AIDA campaign.
Reason (R): Russell H. Colley developed and proposed the method in 1950s.
In the light of the above statements, choose the most appropriate answer from the options given below :

• A. Both (A) and (R) are correct and (R) is the correct explanation of (A)
• B. Both (A) and (R) are correct but (R) is not the correct explanation of (A)
• C. (A) is correct but (R) is not correct
• D. (A) is not correct but (R) is correct

Hint:

AIDA explains customer response stages, while DAGMAR is the model used for setting advertising objectives and measuring advertising effectiveness.

Answer 1

The Correct Option is D

Concept: The AIDA model is a well-known advertising and marketing communication model representing: \[ \text{Attention, Interest, Desire, Action} \] It explains stages through which consumers move before making a purchase decision. However, the method specifically associated with setting advertising objectives and measuring advertising effectiveness was DAGMAR, developed by Russell H. Colley in the 1950s. DAGMAR stands for: \[ \text{Defining Advertising Goals for Measured Advertising Results} \]

Step 1: Understanding Assertion (A). Assertion (A) claims that:
• AIDA is the method for setting advertisement objectives and measuring campaign effectiveness This statement is incorrect because AIDA is mainly a consumer response model and not a formal system for measuring advertising effectiveness.

Step 2: Understanding the actual model used for advertising objectives. The model used for:
• Defining advertising goals
• Measuring advertising performance
• Evaluating communication effectiveness is DAGMAR.

Step 3: Understanding Reason (R). Reason (R) states that Russell H. Colley developed and proposed the method in the 1950s. This statement is correct because:
• Russell H. Colley introduced DAGMAR
• It was developed during the 1950s
• It became important in advertising management

Step 4: Evaluating the relationship between Assertion and Reason. Since:
• Assertion (A) is incorrect
• Reason (R) is correct the correct answer becomes: \[ \boxed{(A)\text{ is not correct but }(R)\text{ is correct}} \] Final Conclusion: The correct option is: \[ \boxed{(4)} \]