Scenario 2-2 Brush Strokes Is an Art Supply Store Located in a in a Town

question 63

Multiple Choice

Scenario 2-2
Brush Strokes is an art supply store located in a town with a population of about 100,000 people.The town is also home to a major state university.Brush Strokes gets a majority of its business from the student population.It has used the services of a local full-service advertising agency in the past.A great majority of its marketing budget has gone toward running small advertisements in the local and school newspapers at the beginning of each term.The advertising agency is now recommending that Brush Strokes devote a majority of its budget to running television spots during broadcasts of the university's football and basketball games.While the owners of Brush Strokes agree that they could be doing a better job of reaching a larger portion of the student population, they have not come to any conclusions about the best way to accomplish this.
-(Scenario 2-2) The owners of Brush Strokes have called a meeting with their agency to determine how Brush Strokes can benefit best from its advertising.The one agency department that must be represented at this meeting to help identify the benefits of the brand, its target audience, the best competitive positioning and then develop a complete plan is

• A)media-planning.
• B)research.
• C)account services.
• D)creative services.

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Definitions:

Z

'Z' often represents the Z-score in statistics, which is the number of standard deviations a data point is from the mean of the data set.

Square

A polygon with four equal sides and four right angles.

Relationship

How two or more notions, entities, or persons are associated, or the status of association.

Populations

The whole set of individuals or objects of interest in a particular study or statistical analysis.