Generally, when advertising to consumers, the objective of an advertising campaign is
A. a pull strategyto get the product into stores by having consumers demand it.
B. a push strategyto stimulate interest among members of the supply chain.
C. to win advertising awards.
D. to offset sales promotion costs.
E. to maximize media planning.
Marketers often use focus groups to learn how consumers interpret their IMC messages.
Experience has shown that
A. effective branding requires marketers to encode messages identically for each
B. each receiver decodes IMC messages in his or her own way.
C. action is taken before desire and interest are determined.
D. marketers can almost always use the same message for all audiences.