Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
14 Cards in this Set
- Front
- Back
|
Marketing Plan
|
specifies 4Ps
|
|
|
Advertising Plan
|
Specifies thinking and tasks needed to
conceive and implement an effective advertising effort |
|
|
Components of the Advertising Plan
|
Introduction, Situation Analysis, Objectives, Budget, Strategy, Execution, Evaluation
|
|
|
The Advertiser's role
|
Advertiser must bring to the table an assessment of the brand’s value, the external environment, and opportunities and threats.
|
|
|
The Advertising Agency's role
|
Advertising Agency's role is to translate the current marketing plan and market status of the brand into:
advertising objectives advertising strategies finished advertisements and IBP materials media placement and execution of advertising and IBP |
|
|
What is the Introduction made up of?
|
Executive Strategy
Overview |
|
|
What is Situation Analysis made up of?
|
Cultural Context
Ethnocentrism Self-Reference Criterion Historical Context Industry Analysis Market Analysis Competitor Analysis |
|
|
What is the Objectives section made up of?
|
To create or maintain brand awareness
To change consumer beliefs or attitudes To influence purchase intent To stimulate trial use To convert one-time users into repeat purchasers To encourage brand switching |
|
|
Characteristics of Workable Objectives
|
Quantitative benchmarks
Measurement/criteria for success Time frame |
|
|
What are some budgeting methods?
|
Percentage of sales
Does not relate spending to objectives Share of market/voice Likely to only maintain “status quo” market share Response models Associates dollars spent on advertising to sales generated Assumes simple causality Objective and Task Preferred (by who?) and most strategic approach |
|
|
What is the Strategy section made up of?
|
Brand Name Recognition?
Repetition and frequency Broaden appeal to new segments Rhyming games Trial Use Stimulation? Introductory offers Product guarantees Brand Switching? Value Propositions Product comparisons |
|
|
What is Execution made up of?
|
Creative Brief
Copy Strategy Media Plan Integrated Brand Promotion |
|
|
What is the Evaluation section made up of?
|
Criteria
Methods Consequences |
|
|
What needs to be emphasized throughout the entire plan?
|
Remember, that a single theme should be emphasized throughout the entire plan.
|
