The R&P Planning Model Is Superior to the FCB Model

question 20

Multiple Choice

The R&P planning model is superior to the FCB model for all of the following reasons EXCEPT:

• A) it includes creative tactics recommendations for brand awareness.
• B) it has a more specific definition of involvement concerning the brand.
• C) it has a more thorough interpretation of consumer motivation.
• D) it makes a distinction between recall and recognition.

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Definitions:

Earnings Activities

Business operations or actions that generate income.

Recording

The act of documenting financial transactions in the accounting records of a company.