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:

Genuine Open-Door Policy

An organizational policy that allows employees to speak freely with senior management without fear of backlash.

First-Line Manager

A supervisor directly overseeing the work of non-managerial employees, typically the lowest layer of management in an organizational hierarchy.

Department Manager's Lack

Refers to a situation where there is a deficiency or absence of leadership and decision-making in a specific department.

Visibility and Availability

The extent to which something can be easily seen and accessed by those who need it.