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:

Rate of Return

The yield or downfall in an investment's worth over a given period, formulated as a percentage of the investment's primal cost.

EPS Growth Rate

The rate at which a company's earnings per share (EPS) has grown or is projected to grow over a specified time period.

Rate of Return

It measures the gain or loss on an investment over a specified time period, expressed as a percentage of the investment's initial cost.