Managers Who Use the Communications Effects Pyramid to Set Objectives

question 19

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 higher-order objectives such as trial and purchase and then create awareness and brand knowledge
• D) advertising and promotion cannot accomplish lower-order objectives

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Definitions:

Balance Sheet Accounts

Represent the financial positions of assets, liabilities, and equity of a company at a specific point in time as recorded on the balance sheet.

Major Sections

Principal divisions or components within a document or framework, such as chapters in a book or sections within a financial report.

Contra Account

An account used in the general ledger to reduce the value of a related account when the two are netted together.

Balance Sheet Accounts

Accounts found on the balance sheet that include assets, liabilities, and shareholders' equity, reflecting the company's financial position at a specific point in time.