Which of the following statements is true of communications objectives?
A. When setting objectives using the communications effect pyramid, the last step to reach is trial.
B. Communications objectives are the criteria used in the DAGMAR approach to setting advertising goals.
C. Sales goals cannot be translated into communications objectives.
D. Marketing and advertising managers don't usually rely on experience and intuition when setting communications goals.
E. Communications objectives are used particularly when the advertiser seeks an immediate response.
Answer: B
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