Exam 8: Planning Advertising and Integrated Brand Promotion

Scenario 8-3 After working as an account executive in an advertising agency for 20 years, you've decided to own your own business.You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years.He sells the store and all the inventory, with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found.You buy the store and begin to create your ad plan. -(Scenario 8-3) Due to the lack of records, you have no way of knowing what Springfield Hardware has gone through over the years.You can only guess about the hardware needs of the local population, and the store's target market and customer base.This will be a major hindrance in writing the sections of your situation analysis.

The strategy section of an advertising plan is the mechanism that states:

The situation analysis of an advertising plan includes historical context as well as evaluation of the industry, the market, and the competition.

The many forms of brand promotion that will supplement the advertising effort do not need to be spelled out in the ad plan, since this would add too much length and detail.

A percentage-of-sales approach to budgeting is easy to understand and implement.

Advertisers should set only one objective in an advertising plan.

An agency's crucial role is to translate the current market and marketing status of a firm and its advertising objectives into advertising strategy and, ultimately, finished advertisements and IBP materials.

Few companies use purchase intent as the criterion in setting ad objectives because it tends to be much less accurate in predicting sales than other factors, such as attitude.

Which of the following is a part of the situational analysis component of an advertising plan?

Share of voice is most often used when launching new products.

Why is the objectives section of an advertising plan so important to an advertiser? Name at least three of the objectives described in the text.For each objective, list one important consideration for advertisers.

Share of voice, or share of market, is a method that bases an ad budget on whatever significant competitors are spending.

The method of budget setting that focuses on the relationship between spending and advertising objectives is the margin-analysis approach.

Scenario 8-1 You are owner of a 15-person advertising agency in a major market.You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise.If you land the account, it will be your biggest revenue producer by far.You'll be able to staff up, move to a nicer space, and buy some decent office furniture.It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day.Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself. -(Scenario 8-1) One of the main tasks will be to work with the marketing director at Girl Powerz to determine exactly what she wants from its new advertising campaign.Which elements identify the specific goals that you will ask her to provide in concrete terms?

Objectives for advertising are measurable only in the context of quantifiable variables.

A fragrance manufacturer wants its target customers to demonstrate top-of-the-mind awareness regarding its long- standing perfume, Bouquet.This means that when they are asked to think of perfumes, they would

A global jewelry retailer serving diverse markets is concerned that its agency is unaware of some cultural issues that may come up in its campaign, since none were addressed in the initial advertising plan.The client is worried that the agency staffers may be unconsciously relying only on their own personal values, experiences, and backgrounds to make promotional decisions, referring to a concept called

A marketer at a large advertising agency has been assigned the task of developing advertising objectives for a nationally known brand of orange juice called Sweet Sunshine.What are the advantages of viewing the advertising effort from strictly a communications viewpoint, as opposed to a sales objectives viewpoint? Regardless of which viewpoint is ultimately adopted, what characteristics should the objectives display to allow the Sweet Sunshine client to make intelligent decisions about resource allocation?

It is at the evaluation stage of an advertisement plan where all the money is spent and where so much money could be saved.

It is critically important for an advertiser and agency to align around evaluation criteria upfront.