Managers who use the communications effects pyramid to set objectives believe that:
A. lower-level objectives such as purchase and reuse form the foundation of the communications program.
B. the foundation of the communications program is set by accomplishing lower-level objectives such as awareness, knowledge, and comprehension.
C. advertising and promotion should first accomplish lower-level objectives such as trial and purchase.
D. advertising and promotion should first accomplish higher-order objectives such as trial and purchase and then create awareness and brand knowledge.
E. advertising and promotion cannot accomplish lower-order objectives.
Answer: B