Chapter 8 Planning Advertising and Integrated Brand Promotions

Question 1

what connects a marketing and advertising plan

Answer 1

brands value proposition

Question 2

advertising plan

Answer 2

specifies thinking tasks and timetable needed to conceive and implement effective advertising effort

Question 3

7 parts of advertising plan

Answer 3

introduction, situation analysis, objectives, budgeting, strategy, execution, evaluation

Question 4

introduction

Answer 4

executive summary and overview

Question 5

situation analysis

Answer 5

client and agency lay out most important factors that define market, consumers situation, and then explain each factor

Question 6

situation analysis 4 parts

Answer 6

cultural and historical context, industry market and competitor analysis

Question 7

cultural context - 2 biases to be succesful in international markets

Answer 7

ethnocentrism and self reference criterion

Question 8

ethnocentrism

Answer 8

tendency to view and value things from the perspective of ones own culture

Question 9

self reference criterion

Answer 9

unconscuous reference to ones own cultural values, experiences, and knowledge as a basis for decisions

Question 10

historical context

Answer 10

history of company and brand to demonstrate extensive research

Question 11

industry analysis

Answer 11

focuses on developments and trends within an entire industry and any other factors

Question 12

market analysis

Answer 12

complements the industry analysis, emohasize the demand side -what drives and determines overall market

Question 13

competitor analysis

Answer 13

determine who the competitors are to the firms brand - discuss strengths, weaknesses, tendencies, threats

Question 14

objectives

Answer 14

identify goals in concrete terms

Question 15

8 objectives

Answer 15

increase awareness, change attitude, influence purchase intent, stimulate trial use, convert one time to repeat users, switch consuemrs, increase sales

Question 16

brand awareness

Answer 16

consumer knowledge

Question 17

top of mind awareness

Answer 17

brand listed first when asked

Question 18

create, change, or reinforce attitudes

Answer 18

alter beliefs

Question 19

purchase intent

Answer 19

ask customers if they intend to buy a product in the near future

Question 20

trial usage

Answer 20

try the brand

Question 21

repeat purchase

Answer 21

conversion - second purchase can equal long term product success

Question 22

brand switching

Answer 22

most aggressive persuaders to switch

Question 23

well stated opjectives do 3 things

Answer 23

establish quantatative benchmarks, specify measurement methods and criteria for success. Specify time frame

Question 24

quantatative benchmarks

Answer 24

quantifiable variables such as status of market share, awareness, attitude or other factors

Question 25

measurement methods and criteria

Answer 25

make sure whatever is being measured directly relates to objective

Question 26

specify time frame

Answer 26

period of time allowed for desired results

Question 27

budgeting

Answer 27

percentage of sales, share of market and voice, response models, objective and task,

Question 28

percentage of sales

Answer 28

based on last year or projected sales

Question 29

share of market/share of voice

Answer 29

adv presence equal or greater to competitors

Question 30

response models

Answer 30

relationship that associated dollars spent on advertising and sales generated

Question 31

4 steps for implementing objective and task approach

Answer 31

determine costs based on build up analysis, compare costs against industry and corporate benchmarks, reconcile and modify budget, determine timeframe for payout

Question 32

factors for building analysis

Answer 32

reach, frequency,timeframe, production costs,media expeditures, ancillary, integrating other promotional costs

Question 33

strategy

Answer 33

“what you do” clear and concise, articulation of how the plan will achieve objectives

Question 34

execution

Answer 34

actually doing it - copy strategy, media plan, IBP

Question 35

copy strategy

Answer 35

copy objectives and methods

Question 36

media plan

Answer 36

where ads will be placed and the strategy behind its placement

Question 37

evaluation

Answer 37

how the agency will be graded

Question 38

most important situational factor

Answer 38

demographic trends

Question 39

what do clients want

Answer 39

creativity, data, efficient business processes, effective money managers