DAGMAR
A process of establishing goals for an ad campaign such that it is possible to determine whether or not the goals have been met. It stands for Defining Advertising Goals for Measured Advertising Results.
Day-After Recall Test
The research method that test consumer’s memories after the day they have seen the ad just to check the ad effectiveness.
Direct Mail
Marketing communications delivered directly to a prospective purchaser via the U.S. Postal Service or a private delivery company.
Deceptive Advertising
The FTC defines this as being a representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. To be regulated, however, a deceptive claim must also be material.