During the Planning Stage of an IMC Program a Firm

question 190

Multiple Choice

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, _________, and design the promotion.

• A)pretest the promotion
• B)state the mission
• C)identify possible advertising or promotional firms
• D)create possible product bundles
• E)select the right promotional tools

---

Definitions:

Micro Variables

Small-scale factors that can affect a business or research outcome; often specific to a particular area or sector.

Demographic Variables

Characteristics of populations used in market research, such as age, gender, income, and education, to segment markets.

Global

Pertaining to or involving the entire world; often used in the context of businesses that operate internationally.

Consumer Behavior

The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.