Author Question: Why should a benchmark statement be included in advertising objectives? A) Shareholders want to see ... (Read 127 times)

Collmarie · **on:** Jun 29, 2018

Why should a benchmark statement be included in advertising objectives?
A) Shareholders want to see where a company is in relation to competition.
B) It is useful in determining whether retailers have increased their sales over the year.
C) It gives an indication of how the advertising message is best presented.
D) Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
E) Objectives become more easily attainable when such a statement is included.

Question 2

When the makers of Red Bull, an energy drink, decided to go international with their marketing effort, a global approach was adopted. With which of the following factors did Red Bull most likely experience difficulty as the firm applied a global strategy for marketing?
A) Branding
B) Product characteristics
C) Packaging
D) Labeling
E) Advertising