ADPR 3100 Exam 2 UPDATED
QUESTIONS AND CORRECT ANSWERS
Campaign components - CORRECT ANSWER Objective, strategy, tactics
Objective - CORRECT ANSWER -goal of the campaign
-What do you want to achieve?
Strategy - CORRECT ANSWER - overall plan for reaching the goal
- what is the focus in your messaging?
Tactics - CORRECT ANSWER - specific steps to deliver the strategy
- what will it look like and where will it appear?
Why are brands valuable? - CORRECT ANSWER They differentiate and give us
instant recognition
Brand equity - CORRECT ANSWER — the most important factor in determining the
actual value of a brand
- it is the value that the stakeholders think and feel about a brand relative to the competition
Stakeholders - CORRECT ANSWER - consumers, distributors, salespeople
Brand equity audit analysis - CORRECT ANSWER What and where is our brand now?
Strategic options and recommendations - CORRECT ANSWER How do we change
our brands to achieve our goals?
, Brand equity research - CORRECT ANSWER What specific aspects of the brand do
we want to change?
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/service? (Current brand positioning)
- what do we want them to think about the product/service? (Desired brand positioning)
- why should they think this? (Key features/benefits)
- what is our message? (The "one thing")
Product - CORRECT ANSWER Lifecycle, can determine the best kind of advertising
Pioneering stage - CORRECT ANSWER - advertising in this stage introduces an idea
that makes previous concepts appear dated/antiquated
- until people appreciate that they need it, a product is in the pioneering stage
- marketing objective:
A. Create the market
- communications objective:
A. Create awareness
B. Educate consumers
C. Show that a product exists
D. Help identify the need
Competitive stage - CORRECT ANSWER - once they accept the product, they will
attract competition
- so... "which one should i buy"
- superiority over other brands needs to be established to gain preference
- marketing objective:
QUESTIONS AND CORRECT ANSWERS
Campaign components - CORRECT ANSWER Objective, strategy, tactics
Objective - CORRECT ANSWER -goal of the campaign
-What do you want to achieve?
Strategy - CORRECT ANSWER - overall plan for reaching the goal
- what is the focus in your messaging?
Tactics - CORRECT ANSWER - specific steps to deliver the strategy
- what will it look like and where will it appear?
Why are brands valuable? - CORRECT ANSWER They differentiate and give us
instant recognition
Brand equity - CORRECT ANSWER — the most important factor in determining the
actual value of a brand
- it is the value that the stakeholders think and feel about a brand relative to the competition
Stakeholders - CORRECT ANSWER - consumers, distributors, salespeople
Brand equity audit analysis - CORRECT ANSWER What and where is our brand now?
Strategic options and recommendations - CORRECT ANSWER How do we change
our brands to achieve our goals?
, Brand equity research - CORRECT ANSWER What specific aspects of the brand do
we want to change?
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/service? (Current brand positioning)
- what do we want them to think about the product/service? (Desired brand positioning)
- why should they think this? (Key features/benefits)
- what is our message? (The "one thing")
Product - CORRECT ANSWER Lifecycle, can determine the best kind of advertising
Pioneering stage - CORRECT ANSWER - advertising in this stage introduces an idea
that makes previous concepts appear dated/antiquated
- until people appreciate that they need it, a product is in the pioneering stage
- marketing objective:
A. Create the market
- communications objective:
A. Create awareness
B. Educate consumers
C. Show that a product exists
D. Help identify the need
Competitive stage - CORRECT ANSWER - once they accept the product, they will
attract competition
- so... "which one should i buy"
- superiority over other brands needs to be established to gain preference
- marketing objective:
