What are the major differences between sales-based and communications-based advertising objectives?
What will be an ideal response?
If an advertiser defines objectives on the basis of sales, the objectives focus on increasing absolute dollar sales or unit sales, increasing sales by a certain percentage, or increasing the firm's market share. Even though an advertiser's long-run goal is to increase sales, not all campaigns are designed to produce immediate sales. Some campaigns aim to increase product or brand awareness, make consumers' attitudes more favorable, heighten consumers' knowledge of product features, or create awareness of positive, healthy consumer behavior, such as nonsmoking. If the goal is to increase product awareness, the objectives are stated in terms of communication. A specific communication objective might be to increase new product feature awareness, such as increased travel point rewards on a credit card from 0% to 40% in the target audience by the end of six months.
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After estimating the demand and costs associated with alternative prices, a company has chosen to price its product in such a way that it gains the highest rate of return on its investment. The company is looking to ________
A) maximize its market share B) skim the market C) become a product-quality leader D) survive in the market E) maximize its current profit
You invest $1,000 at age 20 at an annual rate of return of 12%. By the time you are 62 you will have amassed approximately
A) $47,040. B) $67,214. C) $116,723. D) $504,000.
Do you believe the rapid economic development of poorer countries helps or hurts the environment? Why?
What will be an ideal response?
An information system is useless unless human beings can interact with it
Indicate whether the statement is true or false