Multiple Choices
Answer (Choose 1 answer)
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. advertising and promotion should first accomplish lower-level objectives such as trial and purchase.
D. the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension
