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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A toothbrush that costs ten cents to manufacture may cost a consumer $3.00 to buy. According to critics, this is an example of ________
A) deceptive advertising B) redlining C) excessive markup D) high-pressure selling E) shoddy manufacturing
Which of the following statements is CORRECT?
A. WACC calculations should be based on the before-tax costs of all the individual capital components. B. Flotation costs associated with issuing new common stock normally reduce the WACC. C. If a company's tax rate increases, then, all else equal, its weighted average cost of capital will decline. D. An increase in the risk-free rate will normally lower the marginal costs of both debt and equity financing. E. A change in a company's target capital structure cannot affect its WACC.
Thomas Schatz has five questions to ask his reader in a routine information-request message. What is the best way to present these questions?
A) ?As a separate enclosure B) ?In a bulleted or numbered list in the body of his message C) ?In paragraph form in the body of his message D) ?In a follow-up e-mail
______ approach uses the formula to determine the number of direct hours required to produce the nth units.
a. The arithmetic approach b. Using a table of learning curve coefficient values c. The logarithmic formula approach d. The quadratic formula approach