After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by
A. creating the advertising platform.
B. determining the financial resources available.
C. defining the advertising objectives.
D. developing a media plan.
E. creating an advertising message.
Answer: C
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An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system?
A) BrandAsset Archetypes B) VALS2™ C) RISC D) PRIZM NE
In Steve Albrecht’s “Fraud Triangle,” how does “opportunity” differ from the other two components?
a. It occurs less often. b. It is more in management’s control. c. It is more closely related to the specifics of embezzlement. d. It depends more on the actions of the customer than of the employee.
Which of the following is a guideline for the construction of pie charts??
A) ?Position the smallest slice or the slice that need not be emphasized at the twelve o'clock position. B) ?Working counterclockwise, place all slices in descending order of size. C) ?Label only important slices with information about the quantitative size (percent, dollars, etc.) of each slice. D) ?If it is not possible to place appropriate labeling information beside each slice, use a legend to identify each slice.
Lever Europe, a division of Unilever, markets its Snuggle fabric softener in the United States. But in 10 European countries, it uses seven brand names, including Kuschelweich in German, Coccolino in Italy, and Mimosin in France. These products also have different packages, different advertising programs, and occasionally different formulas. From this information, we can assume that Lever Europe uses a(n) ________ marketing strategy.
A. international B. multidomestic C. transnational D. ethnocentric E. global