Question

This question comes from this textbook: • Percy, Larry, and Richard Rosenbaum-Elliott (2016). Strategic Advertising Management (5th ed.). New York, NY: Oxford University Press. ISBN: 978- 0198703655.

By gaining a complete understanding of these two things, a company can determine the strategy that will ultimately affect advertising and other communication planning.

	a.	what features a product offers and what price it is offered at
	b.	what marketing campaigns are working effectively in the market and how long the product category can be lucrative
	c.	how competitors are positioned and what benefits consumers are seeking in the market
	d.	where consumers are shopping and what promotions competitors are offering

Answer 1

d.

where consumers are shopping and what promotions competitors are offering

Understanding the consumer behavior is must. Knowing where consumers are shopping shall make the advertising and other communication planning more relevant because accordingly, the advertising campaigns could be planned such as the decisions to whether the print media advertisements (including Hoardings, newspaper advertisements, etc.) are better or the Digital media or Radio/Television segment, to attract more audience towards a given product. Besides, it is also essential to study what kind of promotional strategies are the competitors in the same field offering to the audiences so that our strategies can give a challenge to that of theirs, thereby attempting to attract a better crowd towards our offerings.