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

Question

Quizplus · Accepted Answer

The communications effects pyramid suggests that accomplishing lower-level objectives such as awareness, knowledge, and comprehension should form the foundation of the communications program. This means that achieving these objectives is essential before higher-level objectives such as purchase and reuse can be accomplished. Therefore, choice B is the best answer.

Managers Who Use the Communications Effects Pyramid to Set Objectives