The first step in traditional top-down planning is to determine specific marketing objectives.
All products have some position
The principal benefit of IMC is cost efficiency
Principal benefit of the IMC:
Synergy, because each element of the communications mix reinforces the others for greater effect
To influence customer's perceptions, marketers must understand that every corporate activity has a message component
One of the basic premises of IMC is that:
Everything we do (and don't do) sends a message. Which means that every corporate activity has a message component.
The advertising plan is a natural outgrowth of the marketing plan
A SWOT analysis for a fast-food restaurant would look at its competition, the workforce and the economy.
According to the advertising pyramid, the first task of advertising is to communicate enough information about the product to develop conviction
First communication objective in the advertising pyramid is:
To create awareness- acquaint people with the company, product, service and brand
THe advertising pyramid reflects the traditional mass-marketing monologue where the customer talks and the advertiser listens
The advertising pyramid reflects:
The traditional mass marketing monologue. The advertiser talks and the customer listens
In consumer goods marketing, increases in market share are closely related to increases in the marketing budgets
The _____ for an organization assembles all the pertinent facts about the organization, the markets it serves, and its products, services, customers, and competition.
The traditional _____ plan has four elements--situation analysis, marketing objectives, marketing strategy, and tactics.
A (n) _____ would reveal to Baxter, changes in its environment that the company would need to address to maintain its standing as the leading producers of IV solutions in flexible containers.
Examines a company's external and internal environments
The cost of reaching target audiences is decreasing for all media
THe structure of the advertising industry has completely changed over the last few years
Development of a media plan requires an entirely different process than does the development of the marketing plan
Media objectives translate the advertising strategy into goals that media can accomplish
GRPS are calculated by adding the ratings of several media vehicles
The term frequency refers to the intensity of a media schedule based on repeated exposures to a medium or the program
The advertising response curve is bell shaped
THe media plan is influenced by the location and makeup of the target audience
Advertisers should use the same media vehicles that their primary competitors dominate
If the Franklin Commercial Appeal has 5,000 subscribers, and a bank pays $500 for a full-page ad in the newspaper, the CPM will equal $200 per thousand.
The purpose of media planning:
is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.
Who is responsible for answering questions "where should we advertise," "which media vehicles should we use," and "how often should we run the ad?"
Why is media planning a more complicated process today than it was ten years ago?
Due to the increasing fragmentation of the audience
The job of media planning has been made more difficult by changes in the way media are bought and sold.
Which of the following would be the most appropriate advertising objective for a manufacturer of wine?
To increase advertising recall among adults aged 55 and older by 15 percent by next christmas
The elements of the _____ are the product concept, target audience, advertising message, and communications media.
Harrah's Casino has defined its TA as people who like to gamble, between the ages 40 and 65, and do not have to wait to enjoy their favorite hobby. To best reach its audience objective, it should most likely:
Buy advertisements in slick and upscale travel magazines
he X Games, MTV cable TV, and Teen magazine would all be suitable _____ for Red Bull energy drink.
Media planners often define media objectives by the advertising schedule's _____, the total size of the audience for a set of ads or an entire campaign.
The two ways to express _____ are gross impressions and gross rating points.
An opportunity to see
Assume the audience for its six o'clock news on channel 5 is 115,000, a marketer of above-ground swimming pools ran 16 ads during the show. Its _____ equals 1,840,000.
60% of the total target market heard the radio spots for a loan company, at least once during a 4-week period. The avg. frequency of the advertisement was 4. Calculate GRP
Reach X frequency
Assume that 40% of tv households had the opportunity to hear a commercial for a new restaurant 5 times over a 4-week period. What would be the GRP?
_____ refers to the number of different people or households exposed, at least once, to a medium during a given period of time, usually four weeks.
Reach refers to the number of people exposed to and hence have an opportunity to see the ad.
Measures the intensity of a media schedule
Advertisers define frequency as
The number of times an advertising message reaches the same person or household in a specific time period
Hardcastle furniture advertised on radio, 4,000 listeners heard the spot 6 times during a 4-week period, and another 2,000 heard it 3 times. Calculate avg. frequency
_____ refers to the length of time an advertising message or campaign will run over a given period of time.
A seller of candy finds it important to advertise around Christmas and Valentine's Day, and does little advertising during off-seasons. This statement describes
The _____ describes how the advertiser will achieve its stated media objectives.
Instead of traditional effort, hotels and resorts are using colorful full-page ads in lifestyle magazines, original scope was ____ new scope _____
Once the general media strategy is determined, the media planner can:
Select particular media vehicles
Which of the following statements is true about a mediums audience?
The media planner needs to know how closely the medium's audience matches the target market.
A(n) _____ is the total number of people or households exposed to a medium.
The Rome Journal has 6,000 subscribers. Puppy Groomers pays $600 for a half-page ad in the newspaper. What is the cost per thousand?
The Phoenix Sun has 13,000 subscribers. Flower Power, a florist in the area, pays $800 for a full-page ad in the newspaper. What is the cost per thousand?
average number of listeners age 30 and over is 40,000. Of this 60% are female, 25% earn over $35,000 per year, and 99% own cars. What is the cost per thousand of this media planner's target audience if a 30-second commercial costs $200?
A man wants to advertise in several different media because he believes one medium will not reach all of his potential customers. The retailer is planning to use a(n) _____ approach.
Advertising that runs on a(n) _____ schedule runs steadily and varies little over the campaign period.
Every month for the last five years, Sentry Company, has run the same ad in Martha Stewart Living magazine. Scheduling pattern?
Campbell's soups maintain a low-level of advertising during the entire year, but it advertises heavily during the winter months when the climate is cold. Strategy?
A box candy co. does no advertising during off-seasons for candy sales. Which of the following terms describes its method for scheduling media?
Assume a bakery that wholesales pies and cakes to restaurant chains has developed marketing objectives. Which of the following is the BEST sales-target objective:
To increase sales of pecan pies by 3% during the next 6 months
Which of the following is not a sales-target objective?
To increase brand awareness or recognition
_____ is the third section of the marketing plan and explains how the company plans to accomplish its marketing objectives.
Hops grillhouse unveiled a new strategy with a new menu, it is unlike any other offered by similar restaurant chains and describes its _____ strategy.
SIlly putty found a market that was small enough to defend itself and never really acted like a market leader. Which of the following strategies has Silly Putty successfully followed?
IMC is what makes relationship marketing possible. What do the letters IMC stand for?
Integrated marketing communications
Which of the following statements about the relationship of advertising to sales and profits is true?
increases in probability are closely related to increases in the marketing budget
Which method used by advertisers for the allocation of ad funds violates the marketing principle that marketing activities are supposed to stimulate demand
Percentage of sales method
The creative brief serves as the creative team's guide for writing and producing the ad.
The creative brief not only identifies the benefits to be presented to consumers, but also includes the issues relating to the execution of the ad.
The color black when used in ads conveys sophistication and high-end merchandise.
Fact-based thinkers tend to fragment concepts into components and to analyze situations to discover the one best solution.
Value-based thinkers are better able to embrace change, conflict, and paradox than fact-based thinkers.
The creative pyramid is a model that can help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial.
It is based on the cognitive theory of how people learn new information and it uses a simple five-step structure.
The attention step is critically important to triggering an ad's boom factor.
In radio, catchy phrases or sound effects are used to trigger interest in an ad.
Who is responsible for writing the words in an ad for a new campaign for Porsche automobiles?
an ad that shows a copier just after it has stolen a woman's pocketbook. The woman is screaming. Who was responsible for creating this illustration?
In a whiskas brand cat food a cartoon of a cat is involved. Who was responsible for creating the cartoon?
The art director
Who is ultimately responsible for the final form the ad takes?
A brainstorming session is often a source of sudden inspiration.
An ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of. This:
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