Which of the following statements is true of communications objectives?
A)When setting objectives using the communications effect pyramid, the last step to reach is trial.
B)Sales goals cannot be translated into communications objectives.
C)Marketing and advertising managers don't usually rely on experience and intuition when setting communications goals.
D)Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals.
E)Communications objectives are used particularly when the advertiser seeks an immediate response.

Question

Quizplus · Accepted Answer

Communications objectives are the criteria used in the DAGMAR approach, which stands for Defining Advertising Goals for Measured Advertising Results. The approach suggests that communications objectives should follow a hierarchy, starting from awareness, to comprehension, conviction, and finally to action (which includes trial). Sales goals can be translated into communications objectives using the DAGMAR approach. Experience and intuition are also used by marketing and advertising managers when setting communications goals, making option C incorrect. Option E is also incorrect because while communications objectives may seek an immediate response, they are not used particularly for this purpose.

Which of the Following Statements Is True of Communications Objectives