The process of setting objectives literally forces top marketing executives and marcom personnel to agree on the course that a brand's marcom strategy will take for the following planning period as well as the tasks it is to accomplish for a specific brand,thus providing a formalized expression of _____.
A) guidelines
B) standards
C) hierarchy of effects
D) competitive advantage
E) management consensus

Question

The process of setting objectives literally forces top marketing executives and marcom personnel to agree on the course that a brand's marcom strategy will take for the following planning period as well as the tasks it is to accomplish for a specific brand,thus providing a formalized expression of _____.
A) guidelines 
B) standards 
C) hierarchy of effects 
D) competitive advantage 
E) management consensus

Quizplus · Accepted Answer

The process of setting objectives and aligning on a course of action for a brand's marketing communications (marcom) strategy leads to a formalized expression of management consensus. This is because it involves agreement among top marketing executives and marcom personnel on the strategy and tasks for the brand.

The Process of Setting Objectives Literally Forces Top Marketing Executives