An Airline Company Set the Following Objective for Its New

question 62

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 associated DAGMAR approach to setting objective,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 measure and statement of 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)Nothing is wrong with this objective;it satisfies all of the criteria specified in the DAGMAR model.

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Definitions:

Gordon Allport

An influential psychologist renowned for his theory of personality that emphasizes the uniqueness of the individual and the importance of the present context.

Factor Analysis

A statistical method used to describe variability among observed, correlated variables in terms of a potentially lower number of unobserved variables, called factors.

Basic Structure

The fundamental arrangement or framework of something, outlining its essential parts and their relationships.

Cattell

Refers to Raymond Cattell, a psychologist known for his pioneering work in personality theory, including the development of the 16 personality factors model.