An advertising platform is the a. broad objectives of the advertising campaign. b. consumer advertising research conducted. c. form in which the basic issues of the campaign should be presented. d. objective of the advertising campaign, stated in precise and measurable terms. e. basic issue or selling point that an advertiser wishes to include in an advertising campaign.

In the 1970s, kmart used blue light specials to encourage customers to flock to a particular department having a temporary sale. a spinning blue light activated for approximately 30 seconds, and then an in-store announcement informed shoppers of the special savings in the specific department. over time, loyal kmart shoppers learned to flock to the department with the spinning blue light before any announcement of special savings occurred. if kmart was employing classical conditioning techniques, what role did the spinning blue light play?