Advertising Test 2 Questions with
Verified Solutions
Primary Research - ANSWER-research information gained directly from the market
place
Secondary Research - ANSWER-the second step in the research process, designed to
explore a problem by reviewing secondary data and interviewing a few key people with
the most information to share
Secondary Data - ANSWER-information that has been previously collected or published
Secondary Data Sources - ANSWER-Data collected for another purpose. The U.S.
Census and the Behavioral Risk Factor Surveillance System
definition: advertising plan - ANSWER-the plan that directs the company's advertising
effort. a natural outgrowth of the marketing plan, it analyzes the situation, sets
advertising objectives, and lays out a specific strategy from which ads and campaigns
are created
definition: marketing plan - ANSWER-the plan that directs the company's marketing
efforts
• assembles relevant facts about the organization, its markets, products, services,
customers, competition, etc.
Situational analysis - ANSWER-factual statement of the organization's current situation
and how it got there.
SWOT analysis - ANSWER-after assessing a company's situation, the writer of a
marketing plan prepares an analysis that identifies the brand's or product's strengths,
weaknesses, opportunities, and threats
-S and W represent internal capabilities
-O and T represent external factors
what do you think a particular brand is called - ANSWER-
long term actions - ANSWER-relationship marketing
short term actions - ANSWER-marketing tactics
, Advertising Pyramid - ANSWER--depicts the progression of advertising effects on mass
audiences- especially new products
Action
Desire
Conviction
Comprehension
Awareness
creative pyramid - ANSWER-A five-step model to help the creative team convert
advertising strategy and the big idea into the actual physical ad or commercial. The five
elements are: attention, interest, credibility, desire, and action.
foundation for information lab, transformation lab - ANSWER-
what are some of the steps involved in the process informational lab - ANSWER-
relationship marketing - ANSWER-creating, maintaining, and enhancing long-term
relationships with customers and other stakeholders that result in exchanges of
information and other things of mutual value.
*customers not products are the lifeblood of a marketing firm
creative strategy - ANSWER-a written statement that serves as the creative team's
guide for writing and producing an ad
• problem the advertising must solve
• advertising objective
• target audience
• benefit statement
• support statement
• brand personality
• special requirements
advertising strategy - ANSWER-The advertising objective declares what the advertiser
wants to achieve with respect to consumer awareness, attitude, and preference; the
advertising strategy describes how to get there. Advertising strategy consists of two
sub-strategies: the creative strategy and the media strategy.
media strategy - ANSWER-helps media planners determine how messages will be
delivered to consumers.
value based thinking - ANSWER-• bases decisions on intuitions, values, and ethical
judgements
• produces ads that are soft, subtle, metaphorical, or intuitive.
fact based thinking - ANSWER-• fragments concepts for analysis and analyzes to
discover one best solution
Verified Solutions
Primary Research - ANSWER-research information gained directly from the market
place
Secondary Research - ANSWER-the second step in the research process, designed to
explore a problem by reviewing secondary data and interviewing a few key people with
the most information to share
Secondary Data - ANSWER-information that has been previously collected or published
Secondary Data Sources - ANSWER-Data collected for another purpose. The U.S.
Census and the Behavioral Risk Factor Surveillance System
definition: advertising plan - ANSWER-the plan that directs the company's advertising
effort. a natural outgrowth of the marketing plan, it analyzes the situation, sets
advertising objectives, and lays out a specific strategy from which ads and campaigns
are created
definition: marketing plan - ANSWER-the plan that directs the company's marketing
efforts
• assembles relevant facts about the organization, its markets, products, services,
customers, competition, etc.
Situational analysis - ANSWER-factual statement of the organization's current situation
and how it got there.
SWOT analysis - ANSWER-after assessing a company's situation, the writer of a
marketing plan prepares an analysis that identifies the brand's or product's strengths,
weaknesses, opportunities, and threats
-S and W represent internal capabilities
-O and T represent external factors
what do you think a particular brand is called - ANSWER-
long term actions - ANSWER-relationship marketing
short term actions - ANSWER-marketing tactics
, Advertising Pyramid - ANSWER--depicts the progression of advertising effects on mass
audiences- especially new products
Action
Desire
Conviction
Comprehension
Awareness
creative pyramid - ANSWER-A five-step model to help the creative team convert
advertising strategy and the big idea into the actual physical ad or commercial. The five
elements are: attention, interest, credibility, desire, and action.
foundation for information lab, transformation lab - ANSWER-
what are some of the steps involved in the process informational lab - ANSWER-
relationship marketing - ANSWER-creating, maintaining, and enhancing long-term
relationships with customers and other stakeholders that result in exchanges of
information and other things of mutual value.
*customers not products are the lifeblood of a marketing firm
creative strategy - ANSWER-a written statement that serves as the creative team's
guide for writing and producing an ad
• problem the advertising must solve
• advertising objective
• target audience
• benefit statement
• support statement
• brand personality
• special requirements
advertising strategy - ANSWER-The advertising objective declares what the advertiser
wants to achieve with respect to consumer awareness, attitude, and preference; the
advertising strategy describes how to get there. Advertising strategy consists of two
sub-strategies: the creative strategy and the media strategy.
media strategy - ANSWER-helps media planners determine how messages will be
delivered to consumers.
value based thinking - ANSWER-• bases decisions on intuitions, values, and ethical
judgements
• produces ads that are soft, subtle, metaphorical, or intuitive.
fact based thinking - ANSWER-• fragments concepts for analysis and analyzes to
discover one best solution
