An airline company set the following objective for its new advertising campaign: "To increase the percentage of consumers who know our fares are lower than the competitors' to 75 percent over the next six months." Using the criteria associated DAGMAR approach to setting objective, what is wrong with this objective?
A. It is not a concrete statement of what message the airline wants to communicate.
B. It does not contain a benchmark measure and statement of the degree of change sought.
C. It does not specify a specific time period for accomplishing the objective.
D. It does not specify a well-defined target audience.
E. Nothing is wrong with this objective; it satisfies all of the criteria specified in the DAGMAR model.
Answer: B