Advertising Strategy Quiz - Setting Objectives

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Questions and Answers

What is the first step in the advertising process?

Developing advertising strategy

Setting advertising objectives (correct)

Setting advertising budget

Evaluating advertising campaign

What determines the advertising budget for a brand?

Advertising objectives and target audience

Marketing mix and competitive analysis

Advertising message and media selection

Market share and product life cycle (correct)

What are the two major elements of advertising strategy?

Evaluating advertising campaign and setting objectives

Developing advertising message and target audience

Creating advertising message and media planning (correct)

Selecting advertising media and budgeting

What is evaluated in the last stage of the advertising process?

Advertising campaign and its effectiveness Signup and view all the answers

What comes after setting advertising objectives in the advertising process?

Setting advertising budget Signup and view all the answers

Why did companies often theme media planning as secondary in the past?

Because creative departments created good advertisements first Signup and view all the answers

What is the role of advertising in the total marketing program?

To accomplish a specific communication task Signup and view all the answers

What is the purpose of setting advertising objectives?

To define the job that advertising must do Signup and view all the answers

What is the primary goal of identifying a target market in advertising?

To determine the most effective advertising strategy Signup and view all the answers

What type of advertisement involves paying for a podcast host to mention a product?

Product Placement Signup and view all the answers

What is the main purpose of email marketing?

To focus on existing customers Signup and view all the answers

What is the first step in developing an advertising program?

Setting advertising objectives Signup and view all the answers

What type of advertisement involves paying to sponsor a sports team or a charity benefit?

Event Marketing Signup and view all the answers

What is the benefit of treating customers as insiders with VIP knowledge in email marketing?

It works well for customer loyalty promotion Signup and view all the answers

What is the primary goal of creating a short video ad in advertising?

To engage with customers on a digital level Signup and view all the answers

What is the purpose of setting advertising objectives in marketing management?

To guide the development of an advertising program Signup and view all the answers

What is the primary focus of paid social media ads?

Reaching a target audience based on engagement Signup and view all the answers

What is the advantage of combining local, statewide, and national print media advertisements?

It creates a more effective marketing campaign strategy Signup and view all the answers

What is the primary benefit of digital billboards in outdoor advertising?

They make a bigger and more effective statement Signup and view all the answers

What is the advantage of verbal promotion in radio and podcast advertising?

It can be repeated often as part of radio or podcast shows Signup and view all the answers

What is the primary objective of direct mail advertising?

To offer a healthy return on investment for small businesses Signup and view all the answers

What is the key factor in determining the cost of paid social media ads?

The number of people who engage with the ad Signup and view all the answers

What is the primary benefit of sponsoring a podcast or radio show?

It provides a more targeted audience reach Signup and view all the answers

What is the primary goal of outdoor advertising?

To make an effective statement and reach a large audience Signup and view all the answers

Study Notes

Setting Advertising Objectives

Advertising objectives are based on past decisions about target market, positioning, and marketing mix
Objectives define the job that advertising must do in the total marketing program

Setting Advertising Budget

Advertising budget depends on the product's stage in the life cycle
Market share also impacts the amount of advertising needed

Developing Advertising Strategy

Advertising strategy consists of two major elements:
- Creating an advertising message
- Selecting advertising media
In the past, companies often themed media planning as secondary to message creation

Evaluating Advertising Campaign

Evaluating the message of advertising
Assessing how much people get attention from the message
Evaluating market covering capacity, style, tone, words, and format, etc.

Types of Advertising

Video Ads

Engages with target customers on a digital level
Created by experts or in-house teams
Posted on social media or paid to run on websites like YouTube, blogs

Product Placement

Pays for a podcast host to mention using a product or paying a television show to feature a character using a service
Can also talk to popular YouTube channel hosts about this type of advertisement

Event Marketing

Pays to sponsor a sports team or a charity benefit
Falls under event marketing
A large cross-section of people hear the brand name and associate it with the event

Email Marketing

Focuses on existing customers
Involves signing up for promotional sales or newsletters focused on the brand
Works very well when treating customers as insiders with VIP knowledge

Advertising Decision Process

Four important decisions to make when developing an advertising program:
- Setting advertising objectives
- Setting advertising budget
- Developing advertising strategy
- Evaluating advertising campaign

Other Types of Advertising

Offer relatively inexpensive advertising
Paid social media ads focus on reaching the target audience with adjustable cost based on engagement

Newspapers and Magazines

Traditional yet effective type of advertisement
Combining local, statewide, and national print media is a great marketing campaign strategy

Outdoor Advertising

Billboards have gone digital, making a huge impact
Transit ads feature products or services on buses, taxis, bike messenger services, etc.

Radio and Podcasts

Verbal promotion can be repeated often as part of radio or podcast shows
Can have traditional type of ad recorded to be played or sponsored

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Description

Test your knowledge on setting advertising objectives, developing advertising strategies, and evaluating advertising campaigns. Learn how to define the role of advertising in the total marketing program.