Chapter 19 Questions

• Company can design one message to meet the assumed needs of the entire target audience
• The marketer receives direct feedback from the target audience
• The individual consumer can design his/her own message based on informational needs.
• The marketer can get a direct count on the number of consumers receiving the communication.

• Objective and task approach
• Guestimation appraoch
• Percent of sales approach
• Competition matching approach
• Arbitrary approach