The Step in Developing an Advertising Campaign That Directly Precedes

question 173

Multiple Choice

The step in developing an advertising campaign that directly precedes campaign execution is

• A) defining advertising objectives.
• B) creating the advertising platform.
• C) evaluating advertising effectiveness.
• D) developing a media plan.
• E) creating the advertising message.

---

Definitions:

Investment

The allocation of resources, usually money, into assets or projects expected to generate future returns or profit.

Profitability Index

A calculation that measures the relative profitability of an investment by dividing the present value of future cash flows by the initial investment cost.

Discount Rate

This rate is applied in discounted cash flow analysis to derive the current value of cash flows expected to be received in the future.

Project

A short-term effort made to develop a distinct product, service, or outcome.