Transcript WORD JUMBLE
PLANNING ADVERTISING WHAT IS THE FIRST ELEMENT TO APPEAR IN AN ADVERTISING PLAN? Introduction Next Question Click for the answer WHAT IS THE LAST ELEMENT TO APPEAR IN AN ADVERTISING PLAN? evaluation Next Question Click for the answer The section in which the client and the agency lay out the key factors that define the current conditions and then explain the importance of each factor. Situation analysis Next Question Click for the answer What is the essence and take-away part of an advertising plan? executive summary Next Question Click for the answer An insurance company’s researchers spend a lot of time and money trying to understand various age-related markets, from WWIII veterans and baby boomers to the younger generations. Based on their findings, the target markets that are ultimately chosen are based on demographics. Therefore, what section will this be placed in the ad plan? situational analysis Next Question Click for the answer What does the industry analysis focuses on? supply Next Question Click for the answer What does the market analysis focuses on? demand Next Question Click for the answer What part of the situation analysis that begins by stating who the current users are and why they are current users? Market analysis Next Question Click for the answer What does the objectives section of an advertising plan do? Identifies concrete goals Next Question Click for the answer The account planner at an Indianapolis ad agency has done a survey and found that a significant percentage of people already recognize the name of the cold remedy his client is about to advertise. When consumers know that a brand exists and recall its name to some degree, what are they demonstrating? Brand awareness Next Question Click for the answer To determine the public’s knowledge of a product, a marketer asks consumers to name five breakfast cereals. Cheerios is the cereal most often listed first. What does this show? Top-of-the mind awareness Next Question Click for the answer What asks the least of consumers? Brand awareness Next Question Click for the answer What demands the most of consumers? Brand switching Next Question Click for the answer A frozen dessert manufacturer surveys consumers, asking them if they plan on buying desserts at one of its outlets soon. What is the manufacturer researching? Purchase Intent Next Question Click for the answer The tendency to view and value things from the perspective of one’s own culture is? ethnocentrism Next Question Click for the answer What is an excellent way to develop an advertising campaign? Combining sales objectives with communications objective Next Question Click for the answer What element is essential to articulating a well-stated advertising objective? Time frame Next Question Click for the answer The CEO of a small but growing sports equipment firm has just announced that sales went up significantly last year. The marketing director is happy because her budget will go up also. What is the firm using to set their advertising budget? Percentage-of-sales approach Next Question Click for the answer What budgeting method monitors the amount spent by significant competitors and then allocates an equal or proportionate amount as it advertising dollars? Share-of-voice approach Next Question Click for the answer What is a mathematical relationship that associates the money spent on advertising with the sales generated? Advertising response function Next Question Click for the answer What is the only budgeting method that specifically relates spending to goals? objective-and-task approach Next Question Click for the answer What is the first step in implementing the objective-and-task approach? Determining costs based on a build-up analysis Next Question Click for the answer Within the advertising plan, what does a build-up analysis actually build-up? The expenditure level for tasks to be done Next Question Click for the answer What does the media plan specify? Exactly what strategy is behind the placement of ads Next Question Click for the answer