Exam 8: Planning Advertising and Integrated Brand Promotion

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.This indicates that the firm is using the ____ to set the advertising budget.

Scenario 8-4 American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S.market.Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture.American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets. -(Scenario 8-4) Within various sections of the ____ portion of its advertising plan, American Express explains how and why Visa has been more successful at penetrating the small business market because of lower fees.

The essence of agency-client teamwork is to answer the question concerning what brand should be promoted within the market.

If a reader of an advertising plan remembers only one part, it should be the

Scenario 8-4 American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S.market.Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture.American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets. -(Scenario 8-4) American Express marketers say they do not use the ____ advertising budgeting method because if sales begin to decrease in this segment, so will their budget.

John Wanamaker's famous line, that "I know half my advertising is wasted, I just don't know which half," jokes about the difficulties associated with advertising

You are the marketing manager for an online merchandiser of a diverse line of casual sportswear, athletic clothing, and outerwear for both men and women.Write a brief memo to your advertising agency.In the memo, explain why you'd like the agency to abandon its recommendation for a share-of-market strategy in creating the budget.Give several reasons why this approach is unfavorable.Then explain why you want the agency to adopt an objective-and-task method.Also, there are four main steps that must be taken to implement this approach after advertising objectives are determined.List as many as you can.(It is not necessary to describe the steps in detail.)

A marketing manager has always used the share-of-voice budget method and probably always will.One big problem with marketers who rely on a share-of-voice budget plan is that they assume, often wrongly, that

The one point where all the money is spent-and where much money can be saved-is when you are conducting the evaluation.

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) It is ultimately decided that the ad budget will base spending on what needs to be accomplished from a communications standpoint.This would be the

In essence, what an agency reasonably expects from a client involves autonomy, total creative control, and an open-ended approach to the time and resources to be allocated.

The copy strategy is one of two main parts you will consider when you are actually launching and conducting the overall advertising plan.

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

An "advertising ____ function" is a mathematical relationship that associates the money spent on advertising with the sales generated.

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

Years spent in marketing or advertising often turn an individual's cultural values into a type of inner comfort zone that zeros in on cultural nuances, thinks globally, and fights ethnocentrism.

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) You announce that you will write the part of the ad plan that contains the crucial information that Girl Powerz execs need to know, even if they remember nothing else.This means you will write the ____ section.

Which element is essential to articulating a well-stated advertising objective?

Viewing advertising strictly from a communications perspective has its disadvantages.For example, it restricts marketers to a narrower range of advertising strategies.