The fundamental principle of good advertising is that it must: a. execute the communication elements of a more far-reaching marketing program b. be built around the overall marketing plan c. be cost effective in terms of the number of prospects reached d. a and b e. b and c

The fundamental principle of good advertising is that it must:

1. execute the communication elements of a more far-reaching marketing program
2. be built around the overall marketing plan
3. be cost effective in terms of the number of prospects reached
4. a and b
5. b and c

Answer

• a and b

Explanation:

Advertising is used by firms and sellers as a tool to gain competitive advantage, more sales, expand the market among others. Thus, it is an important tool and when used properly, it can provide much benefits to the firm. However, there are basic things that any good advertising should never lack, that is including elements of communication that will reach a wide group of people and ensuring that it focuses on the firm's marketing plan as per the set objectives.