Managers Who Use the Communications Effects Pyramid to Set Objectives

Multiple Choice

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

A) advertising and promotion cannot accomplish lower-order objectives
B) advertising and promotion should first accomplish higher-order objectives such as trial and purchase and then create awareness and brand knowledge
C) lower-level objectives such as purchase and reuse form the foundation of the communications program
D) the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension