The First Decision in Developing an Advertising Program Is to

question 168

Multiple Choice

The first decision in developing an advertising program is to

• A) set the budget.
• B) specify the advertising objectives.
• C) identify the target audience.
• D) select the appeal.
• E) select the media.

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Definitions:

Deception

The act of misleading or misguiding someone by concealing or distorting the truth.

Peripheral-Route Processing

Type of information processing that involves attending to factors not involved in the message, such as the appearance of the source of the message, the length of the message, and other noncontent factors.

Central-Route Processing

Type of information processing that involves attending to the content of the message itself.

Cognitive Component

An aspect of our mental processes and attitudes, involving beliefs, thoughts, and awareness that contribute to our perceptions and reactions.