What are the two major elements of an advertising strategy?
Explanation
An advertising strategy is composed of two key components: the creative strategy (what the ad says, which involves creating the message) and the media strategy (where the ad is placed, which involves selecting the media).
Other questions
What is the primary role of public relations (PR) as a promotion tool?
According to the text, what were the estimated worldwide advertising spending and U.S. advertising spending by P&G, the world's largest advertiser?
What are the four important decisions that marketing management must make when developing an advertising program, as illustrated in Figure 15.1?
Which type of advertising is used heavily when introducing a new product category, with the primary objective of building primary demand?
Which advertising budget-setting method is described as setting the promotion budget to match competitors' outlays?
What is the term for the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages?
An advertisement showing a woman floating blissfully above a surf-strewn beach at sunset in her Calvin Klein Nightwear is an example of which message execution style?
What is the estimated cost of a one-minute 'Clash of Clans: Revenge' Super Bowl ad for media time alone?
Which public relations function involves working with donors or members of nonprofit organizations to gain financial or volunteer support?