Managers who use the communications effects pyramid to set objectives believe:
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

Question

Quizplus · Accepted Answer

The communications effects pyramid suggests that achieving lower-level objectives such as awareness, knowledge, and comprehension forms the foundation of the communications program. Once these objectives are met, higher-level objectives such as attitude and behavior change can be targeted. Therefore, managers using this approach prioritize lower-level objectives in their communications strategies.

Managers Who Use the Communications Effects Pyramid to Set Objectives