SME Ads Inc. (SME)
Steven Monahan owns SME Ads Inc., an advertising agency. At present, the company focuses on advertising only. However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix. Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion. Currently, the firm organizes its work according to the media being used. Steven believes this is the most effective way to subdivide advertising. Since television is the most widely used advertising medium, the company spends most of its time on television advertising. SME knows what it takes to get the job done, and it is committed to success.
-Refer to SME Ads Inc. In developing the advertising campaign for a client, in which of the following steps should SME include the important selling points or features of the client's products?
A) Identifying and analyzing the industry
B) Defining the advertising objectives
C) Creating the advertising platform
D) Determining the advertising appropriation
E) Developing the media plan

Question

Quizplus · Accepted Answer

Creating the advertising platform involves deciding on the key selling points or features of the client's product or service. This platform serves as the foundation for the advertising campaign and should be developed before the media plan and advertising appropriation are determined. The steps of identifying and analyzing the industry and defining the advertising objectives come before creating the advertising platform, while developing the media plan comes after. The advertising appropriation is determined after the media plan is developed.