After Determining Its Advertising Objectives, a Company's Next Step in Developing

question 24

Multiple Choice

After determining its advertising objectives, a company's next step in developing an advertising program is to ________.

• A) set an advertising budget
• B) determine the media vehicle
• C) use cash rebate offers
• D) evaluate the advertising campaign
• E) develop a message strategy

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Definitions:

Category

A class or division of people or things regarded as having particular shared characteristics.

Semantic Priming

The process by which a preceding stimulus influences the response to a later stimulus, based on meaning.

Availability Heuristic

A mental shortcut that relies on immediate examples that come to mind when evaluating a specific topic, concept, method, or decision.

Prototypes

The most typical or best example of a particular category or concept, used in cognitive psychology to explain how people categorize information.