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The planning process begins at the corporate level with the first step being the development of strategic objectives.

An IMC strategy sends product-focused messages.

The advertiser’s challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.

Retailers must consider the overall profitability of each product line and product category to develop a successful merchandise mix.

Josh usually buys one brand of orange juice but, occasionally, will buy a competitive brand if it’s on sale. Josh is exhibiting brand insistence.

Few businesses want the distinction of being the first to charge higher prices.

Brand insistence, the ultimate stage in brand loyalty, leads consumers to refuse alternatives and to search extensively for the desired merchandise.

The advent of a strong buyer’s market created the need for consumer orientation by businesses.

A partnership is an affiliation of two or more companies that help each other achieve common goals.

A statement such as “to hit the 300 employee mark by the end of the year” is typically a part of a mission statement.