40
.
When developing an advertising campaign, benchmarks need
to be included in the
._____
a. campaign platform
.
b. evaluation of the advertising effectiveness
.
c. statement of advertising objectives
.
d. media plan. e. budget
.
c. statement of advertising objectives
.
41
.
Why should a benchmark statement be included in advertising
objectives
?
a. Shareholders want to see where a company is in relation to
competition
.
b. It is useful in determining whether retailers have increased their
sales over the year
.
c. It gives an indication of how the advertising message is best
presented
.
d. Without a reference point, it is difficult to determine to what
degree objectives have been accomplished
.
e. Objectives become more easily attainable when such a statement
is included
.
d. Without a reference point, it is difficult to determine to what
degree objectives have been accomplished
.
42
.
The owner of a professional baseball team asks the account
representative of an advertising agency to develop an advertising
campaign to bring more teenagers to the ballpark. At this point, the
account representative logically begins to discuss establishing
_____ for the campaign
.
