In January 2003,Philip-Morris Companies,Inc.,and Kraft Foods became the Altria Group.The name change reflected the fact the company has changed itself structurally,behaviorally,and culturally.The new name was designed to focus attention on the company's superior performance,financial strength,and its commitment to integrity and corporate responsibility.Which of the following statements about the communications objectives the company would have used as part of this repositioning strategy is true?

Question

Quizplus · Accepted Answer

Repositioning a company and changing its name is a significant task and would take longer to accomplish than creating brand awareness. Therefore, the communications objectives established with this strategy would need to be longer-term and take into account the time it would take to change the company's reputation and perception in the market. However, abstract objectives would not be useful, as there should be clear benchmarks and measurements in place to evaluate the success of the repositioning strategy. The target audience should also be clearly defined to ensure that the messages and communications are targeted and effective. Quantitative benchmarks can be determined, even if the Altria Group markets new products, as long as goals and milestones are identified and tracked over time.