An Airline Company Set the Following Objective for Its New

question 29

Multiple Choice

An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria outlined by the DAGMAR approach to setting objectives, identify what is wrong with this objective.

• A)It is not a concrete statement of what message the airline wants to communicate.
• B)It does not contain a benchmark starting point and the degree of change sought.
• C)It does not specify a specific time period for accomplishing the objective.
• D)It does not specify a well-defined target audience.
• E)It fails to utilize the IMC process.

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Definitions:

Employee Surveillance

The monitoring of employee activities and behaviours in the workplace using various methods and technologies.

Information Technology

The use of computers and software to manage information, including storing, retrieving, transmitting, and manipulating data.

External Recruitment

The process of searching for and hiring candidates from outside the organization to fill open positions.

Reliable Information

Accurate, trustworthy, and dependable data or facts that can be used to make informed decisions.