Question

Traditionally, business organizations developed media objectives around various behavioral models called ________________.

(Select 1)(2pts)

Response hierarchies

Media models

Advertising steps

Promotion indexes

Answer 1

Answer: First option; Response Hierarchies

Explanation:

The effective communication programs depend on understanding the response process a customer undergoes while purchasing a product and the effect of promotional efforts on the consumer responses. Response hierarchy models include the models developed to depict the stages a consumer may pass through from the stage involving the state where the customer is not aware of the company to the stage involving actual purchase behavior. The media objectives were developed according to these response hierarchy models.