Advertising Strategy and Planning

<p>A feature or attribute that is important to the consumer. (B)</p> Signup and view all the answers

<p>Having a feature that is strong and important to the target audience. (B)</p> Signup and view all the answers

<p>The creation of surplus goods and improved transportation networks. (B)</p> Signup and view all the answers

<p>The message is delivered through interpersonal communication. (A)</p> Signup and view all the answers

<p>To provide the basic logic and direction for an advertisement. (B)</p> Signup and view all the answers

<p>The way in which advertisements are directed to identified audiences. (A)</p> Signup and view all the answers

<p>It enhances research and media buying, which are parts of planning strategy. (A)</p> Signup and view all the answers

<p>Effective media buying requires creative thinking to optimally place ads. (B)</p> Signup and view all the answers

<p>Speaking to the audience’s specific concerns with a message. (A)</p> Signup and view all the answers

<p>They reflect the overall quality and professionalism of the ad presentation. (D)</p> Signup and view all the answers

<p>Unifying all marketing communication messages and tools to send a consistent, persuasive message. (C)</p> Signup and view all the answers

<p>Getting people to talk about an event, idea, or brand. (D)</p> Signup and view all the answers

<p>It has allowed advertising to become more intimate, interactive, and personalized. (C)</p> Signup and view all the answers

<p>To provide specialized services such as artists, writers, and photographers. (D)</p> Signup and view all the answers

<p>To identify the people in the desired audience for an ad. (B)</p> Signup and view all the answers

<p>The Creative Era (B)</p> Signup and view all the answers

<p>Messages have more impact working jointly than on their own (B)</p> Signup and view all the answers

<p>Finding innovative methods to connect with consumers extending beyond traditional advertising channels. (A)</p> Signup and view all the answers

<p>Creating category dominance. (D)</p> Signup and view all the answers

<p>Objective-Task Method. (D)</p> Signup and view all the answers

<p>To determine the effectiveness of the campaign. (D)</p> Signup and view all the answers

<p>To research consumers and provide insights that inform message strategies. (C)</p> Signup and view all the answers

<p>&quot;How do consumers' values align with the brand's sustainability mission, and how does that influence their purchase decisions?&quot; (D)</p> Signup and view all the answers

<p>The account manager is the voice of the client, while the account planner is the voice of the consumer. (A)</p> Signup and view all the answers

<p>Information integration and synthesis. (B)</p> Signup and view all the answers

<p>By identifying key consumer concerns about ingredients and messaging how the product addresses those fears. (B)</p> Signup and view all the answers

<p>Trade paper (B)</p> Signup and view all the answers

<p>Geographic targeting of the advertisement (B)</p> Signup and view all the answers

<p>Demographics (A)</p> Signup and view all the answers

<p>The method of distribution to readers (B)</p> Signup and view all the answers

<p>Editorial Content (B)</p> Signup and view all the answers

<p>Increased cost of newspaper production and distribution. (C)</p> Signup and view all the answers

<p>It simplified the process of buying ad space, billing and payment across multiple newspapers. (B)</p> Signup and view all the answers

<p>Co-op advertising (C)</p> Signup and view all the answers

<p>Preferred-position rate (A)</p> Signup and view all the answers

<p>A full-page ad for a department store, placed in the entertainment section. (A)</p> Signup and view all the answers

<p>Classified advertising (B)</p> Signup and view all the answers

<p>National advertisers generally pay a higher rate compared to local advertisers. (C)</p> Signup and view all the answers

<p>Online delivery is more appealing to younger demographics who are not regular readers. (A)</p> Signup and view all the answers

Advertising has evolved to encompass identification, information, promotion, and sales.

Advertising involves paid communication, sponsor identification, persuasion or information, large audience reach, and use of nonpersonal mass media.

Advertising must involve compensation to communicate messages.

Effective advertising makes it clear who is behind the message.

Advertising aims to either inform or convince the audience to take action.

Advertisers must identify and direct messages to specific groups of consumers.

Execution involves crafting a message that resonates and selecting effective media for communication.

Creative strategy guides the overall direction and planning in creating advertisements.

Using a similar product or campaign to forecast objectives.

Clear goals with specific criteria for measuring success.

Identifying and profiling an audience for marketing messages.

How consumers perceive a brand in relation to competitors.

Attributes that distinguish a product from competitors.

The main participants in advertising include the advertiser, agency, media suppliers, and audience.

The company or individual that seeks to promote their products or services through advertisements.

A service organization that assists advertisers in planning and executing their advertising campaigns.

A modern approach allowing consumers to engage directly with ads, creating a two-way communication channel.

A strategy that unifies all marketing messages to ensure consistency and enhance the persuasive effect of the brand's goals.

A historical phase in advertising where consumerism became prominent, influencing advertising strategies.

A stage in the advertising timeline emphasizing measurable outcomes and return on investment from advertising efforts.

The audience exposure to newspapers is decreasing, especially among younger demographics.

The recession resulted in significant declines in newspaper advertising revenue, often double digits.

Newspapers rank third in advertising revenue, behind television and online media.

Advertisers pay based on ad size and newspaper circulation, with discounts for local ads.

Ads are sold by local sales staff or brokers under an organized billing system to simplify the process.

Introduced in the 1980s, it simplified national advertising purchases across different markets.

Ads not limited to size and can be placed anywhere except the editorial section; may be local or national.

Used by individuals and local businesses to sell personal goods or services; usually smaller in size.

Magazines aimed at consumers buying products for personal use.

Magazines targeting business readers, often covering industry-specific topics.

The strategy of tailoring magazines to national or regional audiences.

A distribution method where magazines are delivered to a specific audience without direct sales.

Factors like age, income, and occupation considered in magazine advertising.

Five methods include Historical, Objective-Task, Percentage-of-Sales, Competitive Budgets, and All you can afford.

Budgeting based on last year’s spending plus inflation, not tied to specific goals.

Budget determined by specifying objectives and estimating costs for achieving them.

The process of measuring the effectiveness of a campaign based on set, measurable objectives.

Research and analysis to gain consumer insights and address their needs regarding a brand.

An agency person who researches brand-consumer relationships to develop message strategies.

The person who represents the client’s interests in the agency.

Consumer research is essential for understanding and guiding planning processes.