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Family is cited as being very critical in the consumer behavior mix. List some of the
important types of primary families discussed in the book, and discuss how family as
well as the intergenerational effect can influence purchase behavior.
Since television supplies a far broader depth of news coverage than newspapers can
nowadays, the percentage of adults reading daily newspapers has seen a slight decline.
Copy testing is rarely a good idea, particularly because the account executives, the
creative team, and the client usually dislike it.
The text lists six main objectives of public relations efforts. List three of these
objectives. Then give an example by identifying a company that sells a product you
purchase or provides a service you use. Explain how this company could try to achieve
each of the four objectives.
Share of voice, or share of market, is a method that bases an ad budget on whatever
significant competitors are spending.
The creative brief is a small document with a big role-in essence, it gets everyone
moving in the same direction.
A reactive public relations strategy is a tool designed for firms to take quick and
thoughtful action at the first sign of negative publicity.
Though commercial websites can cost millions to develop, launch, and maintain, such
big dollars are not absolutely necessary to have a successful site.
To survive in today's marketplace, contemporary businesses and organizations are
strongly focusing on one single concept-communication.
