James Rodriguez, an Advertising Manager for Verizon, Has Chosen the Words

question 137

Multiple Choice

James Rodriguez, an advertising manager for Verizon, has chosen the words for the company's new magazine ads and is now determining which illustrations will best complement the words. In which stage of developing the advertising campaign is James?

• A) Defining the advertising objectives
• B) Developing the media plan
• C) Creating the advertising message
• D) Executing the campaign
• E) Identifying the advertising target audience

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Definitions:

Expert Power

The influence and authority a person has as a result of their expertise, skills, or knowledge.

Referent Power

A form of power that stems from being admired or respected, often due to charismatic qualities or identification with the person who has the power.

Legitimate Power

The authority an individual has because of their position in an organization's hierarchy, contributing to their ability to influence others.

Coercive Power

A form of power that is based on the ability to force someone to comply through threats or punishment.