MKTG 455 Exam 2
Study online at https://quizlet.com/_gvbean
1. consumer recommendations, consumer opin- what are the most influential
ions posted online, brand websites, and editorial sources of product information for
content consumers?
2. 3.8% what is the average ad spend-
retail = 0.7% ing/revenue ratio? what is the per-
movie studios = 3.1% cent breakdown by category?
3. informing, influencing, relevance, adding value, five functions of advertising?
assist company growth
4. formulate the advertising strategy, implementing what is the advertising process
the advertising strategy, measuring advertising from the client perspective?
effectiveness
5. when the incremental revenue generated from when is the case for investing in
advertising is greater than the advertising ex- advertising justified?
pense
6. the implicit assumption is that revenue will not be what is the case for disinvesting in
adversely affected when ad budgets are dimin- advertising justified?
ished
7. creative with a purpose, must deliver on its elements of effective advertising?
promise, must breakthrough clutter, must take
the consumer's view, must extend from sound
marketing strategy
8. connectedness, appropriateness, novelty C.A.N elements?
9. connectedness reflects on understanding of the
target audiences' motivations
10. appropriateness
1/9
, MKTG 455 Exam 2
Study online at https://quizlet.com/_gvbean
offers a use solution to a market-
ing problem or provides informa-
tion that is pertinent
11. novelty unique, fresh, & unexpectedness
12. disrupt what should great creativity do?
13. simplicity, unexpectedness, concreteness, credi- what things must your creative
bility, emotionality, storytelling message have in order to succeed?
14. generics what are the major selling claims
made by the brand
15. feelings how do you want them to feel?
16. commercial specifics what makes this ad work?
17. specific sales message what do we want them to remem-
ber?
18. the key fact a single-minded statement from
the consumer's point of view
19. 1. specify the key fact what is the five step program?
2. state the primary problem
3. state the communications objective
4. implement the creative marketing strategy
5. define mandatory requirements
20. generic, preemptive, unique selling proposition, styles of creative advertising?
brand image, resonance, emotional
21. corporate issue
2/9
Study online at https://quizlet.com/_gvbean
1. consumer recommendations, consumer opin- what are the most influential
ions posted online, brand websites, and editorial sources of product information for
content consumers?
2. 3.8% what is the average ad spend-
retail = 0.7% ing/revenue ratio? what is the per-
movie studios = 3.1% cent breakdown by category?
3. informing, influencing, relevance, adding value, five functions of advertising?
assist company growth
4. formulate the advertising strategy, implementing what is the advertising process
the advertising strategy, measuring advertising from the client perspective?
effectiveness
5. when the incremental revenue generated from when is the case for investing in
advertising is greater than the advertising ex- advertising justified?
pense
6. the implicit assumption is that revenue will not be what is the case for disinvesting in
adversely affected when ad budgets are dimin- advertising justified?
ished
7. creative with a purpose, must deliver on its elements of effective advertising?
promise, must breakthrough clutter, must take
the consumer's view, must extend from sound
marketing strategy
8. connectedness, appropriateness, novelty C.A.N elements?
9. connectedness reflects on understanding of the
target audiences' motivations
10. appropriateness
1/9
, MKTG 455 Exam 2
Study online at https://quizlet.com/_gvbean
offers a use solution to a market-
ing problem or provides informa-
tion that is pertinent
11. novelty unique, fresh, & unexpectedness
12. disrupt what should great creativity do?
13. simplicity, unexpectedness, concreteness, credi- what things must your creative
bility, emotionality, storytelling message have in order to succeed?
14. generics what are the major selling claims
made by the brand
15. feelings how do you want them to feel?
16. commercial specifics what makes this ad work?
17. specific sales message what do we want them to remem-
ber?
18. the key fact a single-minded statement from
the consumer's point of view
19. 1. specify the key fact what is the five step program?
2. state the primary problem
3. state the communications objective
4. implement the creative marketing strategy
5. define mandatory requirements
20. generic, preemptive, unique selling proposition, styles of creative advertising?
brand image, resonance, emotional
21. corporate issue
2/9
