Manag., January-2017-Q25

0. Statement–I: In developing advertising programme marketing managers must always start by identifying the target market and buyer motives.
Statement–II: A company may run multiple ad campaigns at the same time, each emphasizing different aspects of its brand and service.

  • Option : C
  • Explanation : Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Ads can be a cost-effective way to disseminate messages, whether to build a brand preference or to educate people. In developing an advertising program, marketing managers must always start by identifying the target market and buyer motives. Then they can make the five major decisions, known as the five Ms: Mission: What are the advertising objectives? Money: How much can be spent? Message: What message should be sent? Media: What media should be used? Measurement: How should the results be evaluated?
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