week 12

Question 1

focus of AP*?

Answer 1

(AP*=account planning)
-to place the consumer at the heart of every decision made about the brand and its communications. consumer insights
-responsible for writing the formal creative brief
-responsible for providing the ideal environment for creative development.
-Acting as the voice of the consumer
-Conducting and analyzing research. – Primary and secondary research.
-

Question 2

what does account planner use to identify suitable audiences and the best methods of communication?

Answer 2

research data

Question 3

What is Strategic Planning?

Answer 3

Develop a communication problem/opportunity statement based on research
Set goals and objectives
Define strategies to achieve the objectives, and outline tactics to be employed
Establish a means to evaluate the campaign

Question 4

Strategic Planning Process

Answer 4

I. Situation Analysis
II. Strategy
III. Tactics
IV. Evaluation

Question 5

situation analysis:Analytic tool to assess the ____________ status of the company and its brand to determine ________________.(slide 15)

Answer 5

current, next steps.

eg: ◦ 4 P’s (marketing mix) ◦ SWOT.
◦ Competitive Analysis.

Question 6

quantitative vs qualitative

Answer 6

Quantitative(numbers)(surveys, large numbers of ppl)
 To gain systematic, statistically relevant and valid data, often conduct anonymously and using large sample sizes, more close-ended questions

Qualitative(quality; more in depth)
 To see and hear directly from the consumer, more open- ended questions that require judgment to interpret

Question 7

primary campaign goal

Answer 7

-a directional statement of what you plan to achieve
-Address problems of organization (credibility, or awareness)
-!!!!!Does NOT promise to do something(solution cant be included in goals&objectives)

eg:
To improve employee morale
To educate teenagers about safety while driving

Question 8

Objectives should be S.M.A.R.T

Answer 8

 Specific: for what (outcome) and for whom (target audience/publics)?
 Measurable: how much (desired amount)?
 Achievable: attainable, doable
 Realistic: directly link to goals and meet practical purpose
 Timeline should be mentioned

e.g., To increase the number of employees who participated in the employee picnic by 20% in 2022

Question 9

3 types of objectives

Answer 9

Knowledge objective – what information you want your audience to know.
eg. By the end of the program, participants will be able to accurately identify and explain the nutritional value of different food groups, including proteins, carbohydrates, and fats. or raise awareness or to inform. Increase awareness and understanding of Mack highway vehicles and engine technology by 20%

Belief objective – what you want your audience to ultimately believe/feel.
eg.=By the end of the program, participants will understand and appreciate the connection between healthy eating habits and overall well-being, fostering a belief that making nutritious food choices positively impacts their health. increase positive attitudes. values. Reverse negative attitude toward Levi’s brand image to positive from young consumers by 10%.

Behavior objective – what you want your audience to do.
eg.Within three months of completing the program, participants will demonstrate a behavioral change by incorporating at least three servings of fruits and vegetables into their daily meals, as evidenced by self-reported dietary logs and observations.Increase buckle-up rate of young generation’s driving up to 10%.

Question 10

GOAL
Build brand image as a specialty to maintain a healthy weight.
objectives?

Answer 10

(knowledge)Increasing understanding of our products’ functions related to health maintenance.
(belief)Increasing positive sentiments about the brand as a specialist of healthy weight.
(behavior)Increasing sales of our products to enhance the finding of customers’ fit.

Question 11

tactics?(slide 36)

Answer 11

Specific activities that put the strategies into operation and help achieve overall goal and stated objectives
A company’s objectives indicate where it wants to go; the strategy indicates the intended route; and the tactics determine the specific short-term actions to be taken.
Tactics describe specific activities that link to the strategies.

Question 12

single-minded proposition?

Answer 12

one sentence to capture an entire idea. The single idea that makes the campaign.
The first and last things creatives look at in the brief.
Given the creative team an “angle” to work from.
◦ Make it consistent with your goals, objectives, and target audience.
What is the single most motivating and differentiating thing we can say about the brand or product to the target audience to make them act and feel in the desired way?

eg:Godiva chocolate makes you feel naughty when you eat them.
The New York Times – for people who like to make up their own minds about the issues.

Question 13

Substantiation?

Answer 13

supports the proposition. Makes it credible.No more than two or three sentences/points.

eg:
Proposition: Polaroid – with Polaroid, the picture is only the beginning.
–>
Substantiation: People can use Polaroid in innovative and unusual ways. Polaroid is a means, not an end. Polaroid can set a chain of events in motion.

Question 14

brand personality

Answer 14

Use the emotional keywords that will sum up how the audience views the brand. One or two sentences.
 Loveable
 A tease
 Desirable Soft
 Naughty  Elegant

Question 15

advertising recs

Answer 15

Provide suggestions for what the creative team should produce:
-Email campaign
-Television commercials
-Buzz on Facebook
 Should be only one paragraph, a couple sentences.