Exam 8: Planning Advertising and Integrated Brand Promotion

A common objective for many clients is to create, change, or reinforce attitudes.Sometimes a number of logical, well-written arguments can make a strong case and ultimately influence attitudes.What method of changing attitudes does this represent?

There are two elements to the execution of an advertising plan: determining the copy strategy and devising a media plan.

A good advertising plan is the result of combining the knowledge and talents of both the advertising agency and the client.In heading up a team that is creating the marketing plan for a large cosmetics firm, an account manager needs to make sure all goals are met and all responsibilities are assigned.For what issues does the client take primary responsibility? For what elements does the agency take primary responsibility?

Scenario 8-2 Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse.It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years.Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet.It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street. Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows.As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost.Some years ago, it reported turning over its inventory 17 times a year-close to double that of traditional retailers at the time.And on average, it reported having gotten paid 32 days before it must pay its suppliers-in essence, providing millions of dollars in cash flow. Information updated for 2011, based on the following initial articles: (David Shook, "Can Amazon Turn Baby Steps Into Strides?," Businessweek Online, February 13, 2002.) (Rob Hof, "Why Amazon Could Keep Flowing," Businessweek Online, January 5, 2005.) -(Scenario 8-2) In the early days of Internet shopping, people were skeptical about the idea of buying things over the computer, largely due to their worries about privacy issues combined with their habitual patterns of purchasing at retail outlets.Some concerns remain today.But many years after the shake-out of companies in the dot-com world, players that survived have come back stronger.And new players have come onto the scene.The demand is there, and this has instilled a feeling of trust in millions of customers who make purchases online.The concept of customers having enhanced trust in e-tailing would most likely be contained in the section of the advertising plan.

An insurance company's researchers spend a lot of time and money trying to understand various age­related markets, from WWII veterans and baby boomers to the younger generations.Based on their findings, the target markets that are ultimately chosen based on such demographics should be defined in the section of the ad plan.

Well-stated objectives work best when they set a benchmark, specify a measurement method, and define a time frame.

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, so it is considered to show

The ways in which the creative objectives will be accomplished are described in the

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) You're currently deciding exactly where and when ads will be placed, and determining the strategy behind each placement.This takes a while-with the explosion of Internet sites, outdoor advertising, and innovative promotions, the options are almost unlimited.In this way, you are

An advertising sales generated.

Scenario 8-5 Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months.In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands.Helene Curtis has always used an objective-and-task approach to develop advertising budgets.Due to these research results, the firm must now do a detailed build-up analysis. -(Scenario 8-5) Which element of the build-up analysis will identify the demographic and geographic exposure that the advertising for the shampoo hopes to achieve?

When an ad agency is asked to recommend a budget to the client, it is usually the account executive who handles this.

The competition's strengths, weaknesses, tendencies, and any threats they pose are included in the competitor analysis.

What does the objectives section of an advertising plan do?

The media plan specifies:

Scenario 8-5 Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months.In test marketing, many consumers liked the product but their comments indicated that it is different enough from existing brands that significant promotion and information will be needed to convince them to switch from their current brands.Helene Curtis has always used an objective-and-task approach to develop advertising budgets.Due to these research results, the firm must now do a detailed build-up analysis. -(Scenario 8-5) Helene Curtis has once again decided to use objective-and-task budgeting to set the advertising expenditures.This is the only budgeting method that focuses specifically on advertising spending:

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 8­3) There is one thing you'd like to see as a result of your ad campaign-you want local residents to not only know your name, but to think of it first when they need a hardware store.When you think of hardware, think of Springfield.Which concept defines this objective?

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) The folks at Girl Powerz initially consider using an advertising budgeting method that identifies a mathematical relationship associating ad dollars spent with sales generated.This would be the:

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) In the past, Girl Powerz has set sales objectives for its advertising.You feel that this doesn't take into account the overall complexities presented in the situation analysis.Therefore, you are recommending combining sales objectives with

The first element to appear in an advertising plan is the , and the last element is the .