ADPR 3100 Exam 2 ACTUAL
QUESTIONS AND CORRECT ANSWERS
Strategic planning - correct answer -advertising
-brands & planning
-key considerations
-key parts
Campaign components - correct answer 1. Objective
2. Strategy
3. Tactics
Objective - correct answer goal of the campaign
Strategy - correct answer (the plan) overall plan for reaching the goal
Tactics - correct answer (the execution) specific steps to deliver the strategy
Advertisings objective from a planning perspective - correct answer isn't to sell, its to
generate awareness. We are hopeful that it turns into sales
Main focus of strategic planning - correct answer the brand
Why brands are valuable? - correct answer they differentiate and give us instant
recognition
The most important factor in determining the actual value of a brand - correct
answer brand equity
, Brand equity - correct answer it is the value that stakeholders (consumers, distributors,
salespeople) think and feel about a brand relative to the competition
Strategic planning: key parts - correct answer 1. What/where is our brand now?
2. How do we change our brand to achieve our goals?
3. What specific aspects of the brand do we want to change?
4. What is our resulting plan of action?
1. What/where is our brand now? - correct answer brand equity audit analysis
2. How do we change our brand to achieve our goals? - correct answer strategic options
and rec
3. What specific aspects of the brand do we want to change? - correct answer brand
equity research
4. What is our resulting plan of action? - correct answer creative brief
Creative brief - correct answer single page that summarizes:
-product and its competitors
-what do we want the campaign to accomplish? (objective)
-who are we talking to? (target market)
-what do they think now about the product or service (current brand or positioning)
-what do we want them to think about the product or service? (desired brand or positioning)
-why should they think this? (key features and benefits)
-what is our message? (the "one thing")
What determines best kind of advertising? - correct answer product life cycle
QUESTIONS AND CORRECT ANSWERS
Strategic planning - correct answer -advertising
-brands & planning
-key considerations
-key parts
Campaign components - correct answer 1. Objective
2. Strategy
3. Tactics
Objective - correct answer goal of the campaign
Strategy - correct answer (the plan) overall plan for reaching the goal
Tactics - correct answer (the execution) specific steps to deliver the strategy
Advertisings objective from a planning perspective - correct answer isn't to sell, its to
generate awareness. We are hopeful that it turns into sales
Main focus of strategic planning - correct answer the brand
Why brands are valuable? - correct answer they differentiate and give us instant
recognition
The most important factor in determining the actual value of a brand - correct
answer brand equity
, Brand equity - correct answer it is the value that stakeholders (consumers, distributors,
salespeople) think and feel about a brand relative to the competition
Strategic planning: key parts - correct answer 1. What/where is our brand now?
2. How do we change our brand to achieve our goals?
3. What specific aspects of the brand do we want to change?
4. What is our resulting plan of action?
1. What/where is our brand now? - correct answer brand equity audit analysis
2. How do we change our brand to achieve our goals? - correct answer strategic options
and rec
3. What specific aspects of the brand do we want to change? - correct answer brand
equity research
4. What is our resulting plan of action? - correct answer creative brief
Creative brief - correct answer single page that summarizes:
-product and its competitors
-what do we want the campaign to accomplish? (objective)
-who are we talking to? (target market)
-what do they think now about the product or service (current brand or positioning)
-what do we want them to think about the product or service? (desired brand or positioning)
-why should they think this? (key features and benefits)
-what is our message? (the "one thing")
What determines best kind of advertising? - correct answer product life cycle
