Exam 8: Planning Advertising and Integrated Brand Promotion

To determine the public's knowledge of a product,a marketer may ask consumers to name five technology companies.Apple is the brand most often listed first; this is considered to demonstrate: 

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.

Top-of-mind awareness means that when he says safety,she thinks of Volvo: 

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

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

In an advertising plan,the _______ is 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.

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 8-3 After working as an account executive in an advertising agency for 20 years, you've decided you want 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 you the store and its entire inventory, but 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)There is one thing you'd like to see as a result of your ad campaign-you want local residents not only to know your name,but also to think of it first when they need a hardware store.When you think of hardware,think of Springfield.Which concept defines this objective? 

An agency's 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.

Scenario 8-5 Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market. 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? 

Which budgeting method monitors the amount spent by significant competitors and then allocates an equal or proportionate amount as its advertising dollars? 

Many marketers would take the stance that communications objectives are the only legitimate objectives for advertising a brand like Sweet Sunshine.They would argue that it is not reasonable to set sales objectives for its advertising effort when other variables in the mix might undermine the advertising effort,or might be responsible for sales of Sweet Sunshine orange juice (or lack of sales)in the first place.In addition,viewing advertising as primarily a communications effort will allow the marketer to consider a broader range of ad strategies in promoting the Sweet Sunshine brand.Overall,communications objectives should create an awareness for the Sweet Sunshine brand,offer information about its features and benefits,and develop a favorable attitude toward the brand that may lead to consumer preference.These objectives have certain advantages over sales objectives-they consider a broaderrange of strategies,and they gain a greater appreciation for the overall communications process.But there is always the idea,even if it is in the background,that advertising must sell.So the marketer may use both types,as long as certain criteria are met.Any objectives that enable a firm to make intelligent decisions about resource allocation-whether based on communications or sales-must be stated in an advertising plan in terms specific to the organization.The objectives must establish a quantitative benchmark,specify measurement methods and criteria for success,and identify a time frame for the desired results to occur.

One of the most challenging tasks is budgeting the funds for an advertising and IBP effort,but response models can help professionals make more decisions based on data.

_______ can be increased with in-package coupons and rebates on initial purchase.

One problem with marketers who rely on a share-of-voice budget plan is that they assume that: 

The situation analysis of an advertising plan includes historical context but does not consider an evaluation of the industry,the market,and the competition.

An important section in an advertising plan is a budgeting or information section,which states the cost of implementing this plan.

Scenario 8-2 Following the announcement that the world's largest e-tailer, Amazon.com, had 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. -(Scenario 8-2)Amazon was one of the first online retailers to launch advanced technology to track consumer visits and suggest products whenever they returned to the site.This ability to find out what customers have bought in the past,and project that they will buy similar items in the future,has been a key factor underlying Amazon's strategy and growth.When Amazon asks customers if they plan on buying certain products in the future,it is measuring: 

Scenario 8-3 After working as an account executive in an advertising agency for 20 years, you've decided you want 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 you the store and its entire inventory, but 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.

What part of an overall situation analysis relates to copy strategy,a media plan,and integrated brand promotion?