Susan Smith, Ad Campaign Manager for Coca-Cola, Is Making Final

question 169

Multiple Choice

Susan Smith, ad campaign manager for Coca-Cola, is making final changes to the content of an ad's message. She is talking with network distribution companies about when the ad will air, and she is discussing expected effects of the ad on consumers with commercial artists. Thus, she is in which stage of the ad campaign development process?

• A)Development of the media plan.
• B)Creation of the advertising message.
• C)Evaluation of the advertising's effectiveness.
• D)Analysis of the advertising target audience.
• E)Execution of the campaign.

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Definitions:

Product Adoption

The process by which a new product or service is accepted and used by the market.

Product Proliferation

The increase in the number and variety of products offered by a company or in a market, often leading to greater choice for consumers but also increased complexity and competition.

Fad Product

A product that becomes extremely popular in a short period of time and whose popularity fades just as quickly.

Life-Cycle Curve

A graphical representation showing the stages a product goes through from conception to withdrawal from the market, typically including introduction, growth, maturity, and decline.