Fallon Worldwide is an award$-$winning global advertising agency whose clients include Ralston Purina, Timex, and Rolling Stone magazine. Pat Fallon and his partners challenged the status quo and turned a corporate culture of respect, transparency, optimism, honesty, fun, resilience, and generosity into a competitive advantage. From creative to strategy to operations, a focus on creativity has been infused into every aspect of the agency.

This activity is important because the promotion decision process is useful when developing an advertising campaign. Like most advertising agencies, Fallon Worldwide goes through three steps in the development of its campaigns: planning, implementation, and evaluation. The goal of this activity is to demonstrate your understanding of how advertising campaigns are developed at Fallon Worldwide using the promotion decision process.

Click the $$Play button to watch the video. Then, answer the questions that follow.

While Fallon Worldwide was working with Arby$$s executives on its campaign, it was decided that the $\_\_\_\_\_\_\_\_$ for the campaign should be to increase demand for Arby$$s other menu items since Arby$$s consumers primarily associated the restaurant with roast beef and lacked an awareness of Arby$$s other protein offerings.

Multiple Choice

right media

design

advertising objective

advertising budget

target audience