Air Canada Set the Following Objective for Its New Advertising

question 9

Multiple Choice

Air Canada set the following objective for its new advertising campaign: "To increase the percentage of consumers who know that our fares are lower than the competitors from 55 percent to 75 percent over the next six months." Using the criteria associated in the DAGMAR approach to setting objective,what is wrong with this objective?

• A) It does not contain a benchmark measure and statement of the degree of change sought.
• B) It does specify a specific time period for accomplishing the objective.
• C) It does not specify a well-defined target audience.
• D) Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.

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Definitions:

Acquisition of Knowledge

The process of gaining information, understanding, and skills through experience, education, or being taught.

Competitive World

An environment where individuals or organizations compete for resources, recognition, or achievement in a context of scarcity and rivalry.

Operations

The day-to-day activities necessary for an organization to function efficiently and to produce goods or services for customers.

Mental Models

Internal representations of the external world that individuals use to understand and interact with it.