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Question
(p.157)Every year as Election Day approaches, especially during presidential campaigns, critics of American politics decry low voter turnout. Advertising can be used to encourage people to change their habits. Before advertising thorough research needs to be done to determine how the advertising should be worded, its target audience, media selection, etc. The first step that needs to be done is to:
A.perform a situation analysis that pays special attention to consumer attitudes about politics and politicians.
B.develop an organizational budget for the campaign to increase voting.
C.select media vehicles that target people who have voted in the past.
D.use quantitative research to predict the impact of advertising on voting habits.
E.develop research objectives.
Answer
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