WORD JUMBLE

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Transcript WORD JUMBLE

PLANNING
ADVERTISING
WHAT IS THE FIRST ELEMENT TO APPEAR IN AN
ADVERTISING PLAN?
Introduction
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WHAT IS THE LAST ELEMENT TO APPEAR IN AN
ADVERTISING PLAN?
evaluation
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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
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What is the essence and take-away
part of an advertising plan?
executive
summary
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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
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What does the industry analysis focuses
on?
supply
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What does the market analysis
focuses on?
demand
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What part of the situation analysis that begins
by stating who the current users are and why
they are current users?
Market analysis
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What does the objectives section of
an advertising plan do?
Identifies
concrete goals
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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
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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
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What asks the least of consumers?
Brand awareness
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What demands the most of
consumers?
Brand switching
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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
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The tendency to view and value things from
the perspective of one’s own culture is?
ethnocentrism
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What is an excellent way to develop an
advertising campaign?
Combining sales objectives
with communications
objective
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What element is essential to articulating a
well-stated advertising objective?
Time frame
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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
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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
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What is a mathematical relationship that
associates the money spent on advertising
with the sales generated?
Advertising
response function
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What is the only budgeting method that
specifically relates spending to goals?
objective-and-task
approach
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What is the first step in implementing the
objective-and-task approach?
Determining costs
based on a build-up
analysis
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Within the advertising plan, what does a
build-up analysis actually build-up?
The expenditure
level for tasks to be
done
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What does the media plan specify?
Exactly what strategy is
behind the placement of
ads
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