The sender of an IMC message hopes the receivers are
A. the people for whom the message was originally intended.
B. the people with the most buying power.
C. consumers who are capable of discerning value.
D. consumers who have purchased the firm's products in the past.
E. the market segment with the most gross rating points.
Celia's firm has developed a breakfast cereal targeted toward children. Rather than
compete in the mature U.S. market, she has decided instead to introduce the product in
Europe, where she feels it will be innovative. Her advertising agency urged caution
A. advertising regulations differ in other countries, including advertising to children.
B. print media are different in Europe, and it would be difficult to create a global
C. literacy rates are significantly lower in Europe, and print ads would be ineffective.
D. research indicates that European children do not eat breakfast as often as American
E. domestic advertising agencies cannot earn commissions on advertising they place