Exam 7: Advertising Strategy and Planning

What do planners use to compare positions of competitors?

According to Keller,brand salience is the foundation for brand ________.

Keller (2003)argues that the building block on which all components of brand equity are founded is brand likeability.

Describe the three levels of strategic planning.

Questioning is a characteristic of a good account planner.

When all components of a campaign work together,the whole is greater than the sum of its parts.This is called:

A perceptual map is a location in a consumer's mind where the product or brand is placed relative to its competitors on the basis of key factors the consumer uses to make a decision.

The objectives at the marketing level tend to be focused on return on investment.

Qwik'n'fresh café's advertising budgeting method relates the amount invested in advertising to the product's share of market.The method they use is called the:

The target market should be included in the creative brief.

________ planning is the research-and-analysis process used to gain knowledge and understanding of the consumer,understanding that is expressed as a key consumer insight into how people relate to a brand or product.

If an objective of advertising is stated as 'Increase spontaneous awareness of Auckland among the target audience (those intending to holiday in the next 6 months)by 50% over last year',what kind of objective/effect is that?

Focusing on the truths that make the brand benefit indisputable is called the ________ for the proposition.

A brand communication plan differs from an advertising plan in that the advertising plan considers all contact points or touch points.

________ are what a business wants to accomplish with a strategic plan.

Keller (2003)argues that the building block on which all components of brand equity are founded is brand ________.

The proposition or selling idea component of a creative brief describes the single-minded thought that the communication will bring to life in a provocative way.

________ is the process of determining objectives,deciding upon strategies,and identifying the resources required for implementation.

Account planning is the research-and-analysis process used to gain knowledge and understanding of the consumer,understanding that is expressed as a key consumer insight into how people relate to a brand or product.

In what three areas does a brand communication plan differ from an advertising plan?