BUSML 3250 Ch. 17 quiz

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by a. defining the advertising objectives. b. creating the advertising platform. c. creating an advertising message. d. developing a media plan. e. determining the financial resources available.

a

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. a. Public relations b. Advertising c. A press strategy d. Publicity e. Selling

a

An advertising platform is the a. form in which the basic issues of the campaign should be presented. b. basic issue or selling point that an advertiser wishes to include in an advertising campaign. c. objective of the advertising campaign, stated in precise and measurable terms. d. consumer advertising research conducted. e. broad objectives of the advertising campaign.

b

Pioneer advertising is most likely to be used during which of the following product life-cycle stages? a. Maturity b. Introduction c. Growth d. Runout e. Decline

b

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of a. frequency proportion. b. exposure. c. frequency. d. media profile index. e. reach

e