An Advertiser Bought a 15-Second Spot During Prime Time, but Realized

question 15

Multiple Choice

An advertiser bought a 15-second spot during prime time, but realized that there was very low recall for the advertisement. This could be due to:

• A)the presence of commercial clutter.
• B)the lack of demographic selectivity of television.
• C)the low reach of television.
• D)the inherent deficiencies of television as a communication medium.
• E)message source alienation.

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Definitions:

Strategic Planning

The process of defining a business’s strategy or direction, and making decisions on allocating its resources to pursue this strategy, often based on its mission, vision, and goals.

Environmental Analysis

The process of evaluating the external factors that can affect an organization's success, such as political, economic, social, and technological factors.

Pollution

The introduction of contaminants into the natural environment, causing adverse change and harm to ecosystems.

Competitive Advantage

The attribute(s) that allows a company to outperform its competitors, providing it with a greater market share or profitability.