When the Conservative New England Banking Company Decided to Hire

question 13

Multiple Choice

When the conservative New England Banking Company decided to hire Campbell & Cook advertising agency to launch a new advertising campaign,the agency's first step was to:

• A) determine that the goal of the ads was to emphasize the bank's customer service
• B) set its marketing budget
• C) decide what executional style to use in the ads
• D) see if sales promotion was superior to other tools within the promotion mix
• E) hire a spokesperson

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Definitions:

Collective Hike

A group activity involving walking in the countryside or wilderness, undertaken as a collaborative effort.

Zajonc's Drive

A theory proposing that the mere presence of others enhances individual performance on simple or well-learned tasks but hinders performance on complex or new tasks.

Triplett

Refers to Norman Triplett's early social psychology experiment that identified the phenomenon of social facilitation, where the presence of others enhances performance on simple tasks.

Synergy

The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.