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.