Describe how managers establish advertising objectives. What ...

[Yi-Chen]

Describe how managers establish advertising objectives.
 
  What will be an ideal response?

Question 2

In an attempt to successfully move buffet lines, buffet tables should be zoned in a section that can serve 50 people.
 
  Indicate whether the statement is true or false

[Liddy]

Answer to Question 1

Managers identifying their advertising objectives first must learn where theircustomers are and then decide where they must be moved via advertising.Awarene ss-related objectives target those customers who are not at allfamiliar with the operation. Trial-related objectives encourage customers tobecome first-time users, while usage-related objectives seek to increasefrequency of visits.

Brand buildingrelated objectives seek to increase the strength of theestablishment's brand in the customer's mind. Finally, traffic building seeksto increase the total number of customers coming to an establishment. Eachobjective is important and must be continually assessed as managers seek toobtain and retain a strong customer base.

Answer to Question 2

True