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.

Question

Quizplus · Accepted Answer

The communications effects pyramid suggests that lower-level objectives such as awareness, knowledge, and comprehension form the foundation of the communications program, and higher-order objectives such as conviction, preference, and purchase follow on top of that foundation. Therefore, managers who use this approach believe that accomplishing lower-level objectives is necessary to achieve higher-level objectives such as purchase and brand loyalty.

Managers Who Use the Communications Effects Pyramid to Set Objectives