What are the major differences between sales-based and ...

[@Brianna17]

What are the major differences between sales-based and communications-based advertising objectives?

Question 2

The role of export agents is to
 A) bring buyers and sellers from different countries together and collect a commission for arranging sales.
  B) purchase products from different companies and sell them to foreign countries.
  C) help a firm to make direct investments in foreign countries.
  D) contact domestic firms about the opportunities available in exporting.
  E) arrange for licensing agreements between domestic and foreign firms.

[kjo;oj]

Answer to Question 1

If an advertiser defines objectives on the basis of sales, the objectives focus on increasing absolute dollar sales or unit sales, increasing sales by a certain percentage or increasing the firm's market share. Even though an advertiser's long-run goal is to increase sales, not all campaigns are designed to produce immediate sales. Some campaigns aim to increase product or brand awareness, make consumers' attitudes more favorable, heighten consumers' knowledge of product features, or create awareness of positive, healthy consumer behavior, such as nonsmoking. If the goal is to increase product awareness, the objectives are stated in terms of communication. A specific communication objective might be to increase new product feature awareness, such as increased travel point rewards on a credit card from 0 to 40 in the target audience by the end of six months.

Answer to Question 2

A