Choosing the type of advertising objective.
your first task is to set an advertising objective. remember, your key goals are to build brand preference for your product and to differentiate your product as the safe and natural choice. decide on the best type of objective for your national campaign.

Moon flower cosmetics company executives are aware that their asian customer base is interested in advanced skin care treatments beyond moon flower's traditional herbal and organic compounds. moon flower and a large american chemical company are in discussions to create a 50-50 partnership in a new firm, which would create skin care treatments based on innovative chemical formulations that would be marketed both in asia and in the united states. beyond being a cross-border alliance, this partnership can be called a(n)a. nonequity strategic alliance. b. joint venture. c. horizontal complementary alliance. d. equity strategic alliance.