As advertising expenditures in the U.S. continue to increase, the pressure for campaigns to achieve stated goals and produce a return on investment is intensifying. DAGMAR (Defining Advertising Goals for Measured Advertising Results), one of the ANA's most popular publications, helps ensure that your advertising strategies stay on target. This book demonstrates how you can meet your advertising objectives by using clearly defined goal-setting procedures and ongoing achievement measurements. DAGMAR provides an in-depth analysis of how to measure advertising results, how the advertising process works and how to define advertising goals. Its practical and hard-hitting content is supported by examples, charts and descriptions, all designed to ensure that brand marketers improve the effectiveness and cost-efficiency of any advertising campaign.