While any given advertisement for a product may focus on only one or a few purchasing motives, the _____.
A) advertising campaign should focus more on manifest motives because they always have a stronger influence on purchase decisions
B) overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives
C) advertising campaign needs to cover all the important purchase motives of the target market
D) A and B
E) B and C

Question

Quizplus · Accepted Answer

Once a marketer has isolated the combination of motives influencing the target market, the next step is to design the marketing strategy around the appropriate set of motives.

While Any Given Advertisement for a Product May Focus on Only