Managers Who Use the Communications Effects Pyramid to Set Objectives

question 21

Multiple Choice

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

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

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Definitions:

Normal Good

A good for which demand increases as consumer income rises, and decreases as consumer income falls.

Income Elasticity

A rephrased definition: The responsiveness of demand for an item to changes in the income of the people demanding the item.

Inferior Good

A good or service whose consumption declines as income rises, prices held constant.

Positive

Characterized by or denoting an effect, result, or attribute that is beneficial or conducive to growth or well-being.