ADPR 3120 Exam 1 questions with
complete solutions
Media planning - correct answer ✔✔the process of designing a marking focused plans which uses
advertising media time and space
it's about connecting the brand with consumers
Media planning role in marketing - correct answer ✔✔Marketing communication is about — content
and contact
Simmons info - correct answer ✔✔More in the custom research arena
Brand purchase data on an aggregate basis
Purchase behavior
Same data as MRI, but is much more extensive in terms of its own segmentation schemes
How numbers are derived for Simmons - correct answer ✔✔Survey of over 30000+ households that
analyzes demographic and psychographic characteristics of its customers
Marketing objectives - correct answer ✔✔regions, markets to be covered
profiled of consumer products
sales (market share/units/$)
market priorities
, competitive pricing parity
sales increases (new users/usage)
Advertising objectives - correct answer ✔✔creative emphasis
product image priorities
message environment needs
communication response goals
benefit/attribute segmentations
Media objectives - correct answer ✔✔provide benchmarks to measure performance of media schedule
give direction to the process of selecting alternative media vehicles
first step necessary for developing a media plan
SMART objectives - correct answer ✔✔specific, measurable, achievable, relevant, and time specific
Guidelines for stating media objectives - correct answer ✔✔target audience definition
creative requirements
reach and frequency
timing
geography
other promotional considerations
complete solutions
Media planning - correct answer ✔✔the process of designing a marking focused plans which uses
advertising media time and space
it's about connecting the brand with consumers
Media planning role in marketing - correct answer ✔✔Marketing communication is about — content
and contact
Simmons info - correct answer ✔✔More in the custom research arena
Brand purchase data on an aggregate basis
Purchase behavior
Same data as MRI, but is much more extensive in terms of its own segmentation schemes
How numbers are derived for Simmons - correct answer ✔✔Survey of over 30000+ households that
analyzes demographic and psychographic characteristics of its customers
Marketing objectives - correct answer ✔✔regions, markets to be covered
profiled of consumer products
sales (market share/units/$)
market priorities
, competitive pricing parity
sales increases (new users/usage)
Advertising objectives - correct answer ✔✔creative emphasis
product image priorities
message environment needs
communication response goals
benefit/attribute segmentations
Media objectives - correct answer ✔✔provide benchmarks to measure performance of media schedule
give direction to the process of selecting alternative media vehicles
first step necessary for developing a media plan
SMART objectives - correct answer ✔✔specific, measurable, achievable, relevant, and time specific
Guidelines for stating media objectives - correct answer ✔✔target audience definition
creative requirements
reach and frequency
timing
geography
other promotional considerations
