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6 Cards in this Set
- Front
- Back
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Advertising elasticity |
the measure of effectiveness on an ad campaign in generating new sales high elasticity = more change in price |
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percentage of sales budgeting |
setting an ad budget on a fixed percentage of past or anticipated sales volume PROS' easy to do CONS will never beat market, can go over or under |
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competitive parity |
sets ad budget by following competition PROS allows you to see what the competition is up to CONS may exceed own budget in attempts to chase |
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objective task method |
the most defendable 1) establish ad objectives 2) assess communication objectives 3) determine ad's roles 4) establish specific ad goals 5) establish budget |
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generic strategy |
product claim or benefit NO superiorty or differenciaion eg diamonds are forever |
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pre-emtive stratey |
generic claim WITH superiority and differnciation used when few diffs in brands eg intel |
