Exam 8: Planning Advertising and Integrated Brand Promotion

A food manufacturer surveys consumers,asking them if they plan on buying dinner at one of its outlets soon.What is the manufacturer researching? 

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.

An advertising plan is important.

Define these terms: brand awareness,top-of-the-mind awareness,purchase intent,trial usage,repeat purchase,and brand switching.Choose two of these concepts and give real-life examples.

A historical background is a key element in an advertising plan,one that should include the history of all main players,the industry,the brand,and the corporate culture.

Ethnocentrism is the tendency to view and value things from the perspective of one's own culture.

Scenario 8-1 You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers 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 money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself. -(Scenario 8-1)The folks at Girl Powers initially consider using an advertising budgeting method that identifies a mathematical relationship associating ad dollars spent with sales generated.This would be the: 

Scenario 8-2 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.com began by facing a myriad of problems since its inception,with perhaps the biggest obstacle being the demise of hundreds of dot-com companies in the late 1990s and early 2000.Those dot-com companies that did survive initially had a difficult time making a profit,and over time,a few began to face new competition.The issue as to who will supply online consumers has been continually evolving and changing since then.This type of information would most likely be noted in the         section of an ad plan.

The __________ is calculated to lead to a point where an optimal advertising expenditure results in an optimal sales level and,in turn,an optimal profit. 

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

Since advertising is only one variable in an entire marketing mix,it is solely responsible for selling the product.

What does the objectives section of an advertising plan do? 

The percentage-of-sales approach to advertising budgeting: 

Which are components of a situation analysis? 

In theory,of the major options for advertising objectives,_______ asks the least of consumers.

In what areas do clients need help from an ad agency?