ADPR 3100 Test 2 UPDATED ACTUAL QUESTIONS AND CORRECT ANSWERS
Strategic Planning - Advertising
- Brands and planning
- Key considerations
- Key parts
Campaign Components - Objective
- Strategy
- Tactics
Objective What do you want the campaign to achieve? Goal of Campaign.
Strategy What is the plan to reach the goal? What is the focus of messaging?
Tactics What steps to deliver the strategy? What will it look like and where will it appear?
Brand Equity The value that stakeholders think and feels about the brand relative to the
competition. (most important factor in determining the actual value of the brand)
Strategic Planing: Key Parts - Brand Equity Audit
- Strategic Options
- Brand Equity Research
- Creative Brief
Brand Equity Audit What/where is brand right now? Why do people buy you, what is working and
what isn't?
Strategic Options How do we change to reach our goals? What objective to we need to fulfill?
Brand Equity Research What specific aspects of the brand do we want to change?
Creative Brief What is our resulting plan of action? Single page that summarizes: product and
competitors, objective, target market, current brand and desired
brand/positioning, why, and what is the message?
Advertising Stages Cyclical. Products and brands can be ressurected and go through the process
again.
- Pioneer
- Competitive
- Retentive
, Pioneer Stage Introduces idea and outdates the old way of things. Marketing: Create the market.
Communication: Create Awareness, educate consumers, show that a product
exists and identify the need.
Competitive Stage If the pioneering is successful, it sill attract competition. Superiority over other
brands needs to be established. Marketing: increase sales and market share.
Communication: Unique Features, Position as Better.
Retentive Stage Simultaneously keep existing customers and grow (don't want to lose old
customers while attracting new ones). Marketing: Maintain share while maintaining
loyalty. Communications: Brand Image, highly visual, creative ads, pairing values
with consumer values.
Cost/impression Cost per impression. A measure of effectiveness. Varies depending on media
choice.
Supplemental Media Supports a primary media/campaign. Can provide extra frequency, visuals, etc to
support other imagery/advertising.
Outdoor/OOH Advertising - Profile Billboards, bus stop benches, taxis, stadiums. Low reach, High Frequency, Low
Cost/impression. Supplemental media.
Outdoor/OOH - Strengths - Low cost, high frequency
- local, mobile audience
- strongly creative
- good in pioneering (builds awareness and recognition) and retentive (serves as
reminder) stages
- supplementing/supporting other media
Outdoor/OOH - Limitations - voluntary and brief
- viewers preoccupied
- few premium sites
- criticized as "visual pollution"
- weather and geographical variations change how it is viewed
GRPs (Gross Rating Points) measure of strength of your media buy, expressed as a percentage
DEC (Daily Effective Circulation) the average number of people passing and are potentially exposed to an ad
display. Calculated for an area.
DMA (Designated Market Area) a geographic area that represents specific markets
GI (Gross Impressions) measure of total exposures (duplicated audience)
Cost-Effectiveness $ per GRP - How much 1 GRP costs
$ per 1000 GI - How much it costs to expose 1000 people
Strategic Planning - Advertising
- Brands and planning
- Key considerations
- Key parts
Campaign Components - Objective
- Strategy
- Tactics
Objective What do you want the campaign to achieve? Goal of Campaign.
Strategy What is the plan to reach the goal? What is the focus of messaging?
Tactics What steps to deliver the strategy? What will it look like and where will it appear?
Brand Equity The value that stakeholders think and feels about the brand relative to the
competition. (most important factor in determining the actual value of the brand)
Strategic Planing: Key Parts - Brand Equity Audit
- Strategic Options
- Brand Equity Research
- Creative Brief
Brand Equity Audit What/where is brand right now? Why do people buy you, what is working and
what isn't?
Strategic Options How do we change to reach our goals? What objective to we need to fulfill?
Brand Equity Research What specific aspects of the brand do we want to change?
Creative Brief What is our resulting plan of action? Single page that summarizes: product and
competitors, objective, target market, current brand and desired
brand/positioning, why, and what is the message?
Advertising Stages Cyclical. Products and brands can be ressurected and go through the process
again.
- Pioneer
- Competitive
- Retentive
, Pioneer Stage Introduces idea and outdates the old way of things. Marketing: Create the market.
Communication: Create Awareness, educate consumers, show that a product
exists and identify the need.
Competitive Stage If the pioneering is successful, it sill attract competition. Superiority over other
brands needs to be established. Marketing: increase sales and market share.
Communication: Unique Features, Position as Better.
Retentive Stage Simultaneously keep existing customers and grow (don't want to lose old
customers while attracting new ones). Marketing: Maintain share while maintaining
loyalty. Communications: Brand Image, highly visual, creative ads, pairing values
with consumer values.
Cost/impression Cost per impression. A measure of effectiveness. Varies depending on media
choice.
Supplemental Media Supports a primary media/campaign. Can provide extra frequency, visuals, etc to
support other imagery/advertising.
Outdoor/OOH Advertising - Profile Billboards, bus stop benches, taxis, stadiums. Low reach, High Frequency, Low
Cost/impression. Supplemental media.
Outdoor/OOH - Strengths - Low cost, high frequency
- local, mobile audience
- strongly creative
- good in pioneering (builds awareness and recognition) and retentive (serves as
reminder) stages
- supplementing/supporting other media
Outdoor/OOH - Limitations - voluntary and brief
- viewers preoccupied
- few premium sites
- criticized as "visual pollution"
- weather and geographical variations change how it is viewed
GRPs (Gross Rating Points) measure of strength of your media buy, expressed as a percentage
DEC (Daily Effective Circulation) the average number of people passing and are potentially exposed to an ad
display. Calculated for an area.
DMA (Designated Market Area) a geographic area that represents specific markets
GI (Gross Impressions) measure of total exposures (duplicated audience)
Cost-Effectiveness $ per GRP - How much 1 GRP costs
$ per 1000 GI - How much it costs to expose 1000 people
