ENADE Publicidade E Propaganda Practice Questions - ENADE Publicidade E Propaganda - Exame Nacional De Desempenho Dos Estudantes Exam

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A Brazilian consumer goods company launches a new line of organic oat milk and establishes its annual strategic plan. The marketing team defines three distinct targets: increasing total market share by 4 percentage points, generating 65% brand awareness among urban health-conscious consumers within six months, and driving trial purchases among 200,000 households. In advertising and marketing planning hierarchy, how is the 65% brand awareness target classified?

A communication objective, because it focuses on altering consumer cognitive states, knowledge, and mental brand salience. A corporate financial goal, because brand recognition correlates directly with quarterly equity valuation, shareholder return on equity, and working capital requirements. A distribution objective, because consumer awareness dictates retail slotting allowances, warehouse logistics replenishment, and physical shelf-space allocation in supermarkets. A sales objective, because cognitive awareness guarantees immediate commercial transaction completion at the digital checkout terminal without intermediate deliberation.

Correct Answer:

A communication objective, because it focuses on altering consumer cognitive states, knowledge, and mental brand salience.

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