In January 2003, Philip-Morris Companies, Inc., and Kraft Foods became the Altria Group. The change in name 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 most likely used as part of this repositioning strategy is true?
A. The communications objectives established with this strategy would need to be abstract.
B. It would be impossible for the company to have any benchmark measures for determining whether it reached its communications objectives.
C. A communications objective concerning the repositioning of the Altria Group would take longer to accomplish than an objective designed to create brand awareness.
D. The target audience could not be specifically defined in the communications objective.
E. Quantitative benchmarks would be impossible due to the fact the Altria Group markets new products.
Answer: C