Managers Who Use the Communications Effects Pyramid to Set Objectives

question 39

Multiple Choice

Managers who use the communications effects pyramid to set objectives believe that:

• A) advertising and promotion cannot accomplish lower-order objectives
• B) advertising and promotion should first accomplish higher-order objectives such as trial and purchase and then create awareness and brand knowledge
• C) lower-level objectives such as purchase and reuse form the foundation of the communications program
• D) the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension

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Definitions:

Diverse Problems

Challenges or issues that vary widely in nature, requiring different approaches and solutions.

Sophisticated

Characterized by complexity, refinement, or developed to a high degree of complexity.

Targeted Advertising

A marketing strategy that directs advertising messages towards a specific demographic, audience segment, or user based on collected data.

Crowdsourcing

The method of acquiring necessary services, ideas, or content by requesting contributions from a wide audience, particularly from an online community, as opposed to relying on traditional employees or suppliers.