Chapter 8 Flashcards
The advertising plan (table of contents)
- Introduction - executive summary and overview
- Situation Analysis - client and agency identify the critical factors that define the situation
- Objectives - quantitative benchmarks, measurement methods, criteria for success, time frame
- Budgeting - methods, amount, justification
- Strategy - concise explanation of how the plan will
achieve objectives - Execution - copy strategy, media plan, IBP tactics
- Evaluation - criteria, methods, consequences & contingencies
Situation analysis definition
Where the client and agency lay out the most important factors that define the market and consumer situation, and then explain the importance of each factor.
Ethnocentrism definition
The tendency to view and value things from the perspective of one’s own culture.
Self-reference criterion (SRC) definition
The unconscious reference to ones own cultural values, experiences, and knowledge as a basis for decisions.
Industry analysis
Focuses on development of trends within an entire industry and on how and advertiser proceeds with an advertising plan.
Marketing analysis
Complements the industry analysis, emphasizing the demand side of the equation.
Possible advertisers objectives (p.166)
- increase consumer awareness of and curiosity about its brand
- change consumers beliefs or attitudes about its brand
- to increase sales
- to influence the purchase intent of customers and potential customers.
Purchase intent what?
Determined by asking consumers whether they intend to buy a product or service in the near future.
To-do list to when making intelligent decisions about resource allocation. (p.169)
- Establish a qualitative benchmark
- Specify measurement methods
- Specify a time frame
Share of voice definition
An advertising presence in the market that is equal to or greater then the competitors share of advertising voice.
Advertising response function
A mathematical relationship that associates dollars spent on advertising and sales generated
Build-up analysis - factors to be considered in terms of costs
♠ Reach ♠ Frequency ♠ Time frame ♠ Production costs ♠ Media expenditures ♠ Ancillary costs ♠ Integrating other promotional costs
Copy strategy
Copy objectives and methods, or tactics.
Media plan
Specifies where exactly ads will be placed and what strategy is behind their placement
IBP Plan
Specifies the thinking, tasks, and timetable needed to conceive and implement an effective
advertising effort
