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13 Cards in this Set
- Front
- Back
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Advertising plan
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specifies the thinking, tasks and timetable needed to conceive and implement an effective advertising effort
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Situation analysis
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where the client and agency lay out the most important factors that define the situation
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Industry analysis
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focuses on developments and trends within an entire industry and on any other factors that may make a difference in how an advertiser processed with an advertising plan
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Market analysis
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complements industry analysis, emphasizing the demand side of the equation
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Competitor analysis
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just exactly who competitors are, discussing SWOT
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Purchase intent
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ask consumer whether they intend to buy product in near future
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Trial usage
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reflects actual behavior and is often used as an ad objective
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Repeat usage
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buy a 2nd time
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Percentage of sales budgeting
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calculates ad budget based on percentage of prior year’s sales or projected year’s sales
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Unit of sales budgeting
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calculates ad budget based on specified dollar amount per unit
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Advertising response function
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mathematical association that associates money spent and sales generated
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Objective and task approach
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budget formulated by designing specific tasks to meet objectives
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Strategy
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clear and concise articulation of how to meet objectives
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