Dan is responsible for developing the promotional campaign for under armour’s new line of footwear for teens. he will be writing advertising campaign objectives that are aimed at making the target customers' attitudes more favorable toward under armour, which should be stated in terms.

The answer that best fits the blank provided above is the term COMMUNICATION. Since the main responsibility of Dan is to create a promotional campaign for a new line of footwear in Under Armour, he should state this in communication terms in order to target customers' attitudes for a favorable response.