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:

Purging Behavior

Engaging in behaviors such as vomiting or misuse of laxatives to rid the body of food and calories, typically associated with eating disorders like bulimia nervosa.

Sexual Abuse

Any unwanted sexual activity forced upon one individual by another.

Drug Addiction

A chronic disorder characterized by the compulsive use of drugs, leading to severe physical or psychological dependence.

Bulimia

An eating disorder characterized by episodes of binge eating followed by behaviors to avoid weight gain, such as vomiting.