Air Canada Set the Following Objective for Its New Advertising

question 63

Multiple Choice

Air Canada set the following objective for its new advertising campaign: "To increase the percentage of consumers who know that our fares are lower than the competitors from 55 percent to 75 percent over the next six months." Using the criteria associated in the DAGMAR approach to setting objective, what is wrong with this objective?

• A) It does not contain a benchmark measure and statement of the degree of change sought.
• B) It does not specify a well-defined target audience.
• C) It does specify a specific time period for accomplishing the objective.
• D) Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.

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Definitions:

Adolescent Boys

Adolescent boys refer to males in the transitional phase of growth and development between childhood and adulthood, often characterized by various physical, emotional, and psychological changes.

Masculine Behavior

Actions and behaviors typically associated with or expected of males, often influenced by societal norms.

Feminine Behavior

Behaviors that society or culture typically associates with women or girls, which can vary widely across different contexts.

Social-Cognitive Learning Theory

A theory that posits learning occurs in a social context and can involve observation, imitation, and modeling.