ADPR - Nate Evans - UGA - test 2
questions with correct solutions
Campaign components - correct answer ✔✔Objective, strategy, tactics
Objective - correct answer ✔✔Goal of the planning
Strategy - correct answer ✔✔Overall plan for reaching the goal
Tactics - correct answer ✔✔Specific steps to deliver the strategy
Communication objectives - correct answer ✔✔Awareness, branding, positioning
Awareness - correct answer ✔✔Creating or increasing awareness
Branding - correct answer ✔✔Target markets association with the product (brand/rebrand
Positioning - correct answer ✔✔How the target market views it in relation to competitors
stages - correct answer ✔✔pioneering → competitive → retentive
pioneering stage - correct answer ✔✔introduces an idea that makes previous concepts appear
dated/inadequate
competitive stage - correct answer ✔✔once the product is accepted they will attract competition.
"which one should I buy?" superiority over other brands needs to be established to gain preference
, retentive stage - correct answer ✔✔products reaching maturity and wide scale acceptance enter this
stage, still have to attract new customers and keep existing ones, don't want to aggravate existing
customers for new ones
stage determined by buying behavior - correct answer ✔✔pioneering (new buyers, first product in
category), competitive (undecided buyers; high competition), and retentive (committed buyers,
dominant market share)
feature - correct answer ✔✔a characteristic of the product
benefit - correct answer ✔✔the good thing that is made possible by the feature
outdoor/OOH - correct answer ✔✔advertisements that reach the consumer outside of their home
reach - correct answer ✔✔% of target audience exposed to an ad (or entire media schedule)
frequency - correct answer ✔✔# of times an individual person is exposed to ad (or entire media
schedule) in a given tim period
cost per impression - correct answer ✔✔varies depending on media choice
supplemental - correct answer ✔✔helps reinforce ads for example strong visual reinforces tv campaigns,
provides missing visual for radio campaigns, etc
OOH strengths - correct answer ✔✔low cost, high frequency needs. local, mobile audience, strong
creative, pioneering or retentive stage, supporting other media
GRP - correct answer ✔✔Gross Rating Point (for outdoor). Percentage expressed as a WHOLE #
Example: 50 GRPs = deliver 50% market/day
questions with correct solutions
Campaign components - correct answer ✔✔Objective, strategy, tactics
Objective - correct answer ✔✔Goal of the planning
Strategy - correct answer ✔✔Overall plan for reaching the goal
Tactics - correct answer ✔✔Specific steps to deliver the strategy
Communication objectives - correct answer ✔✔Awareness, branding, positioning
Awareness - correct answer ✔✔Creating or increasing awareness
Branding - correct answer ✔✔Target markets association with the product (brand/rebrand
Positioning - correct answer ✔✔How the target market views it in relation to competitors
stages - correct answer ✔✔pioneering → competitive → retentive
pioneering stage - correct answer ✔✔introduces an idea that makes previous concepts appear
dated/inadequate
competitive stage - correct answer ✔✔once the product is accepted they will attract competition.
"which one should I buy?" superiority over other brands needs to be established to gain preference
, retentive stage - correct answer ✔✔products reaching maturity and wide scale acceptance enter this
stage, still have to attract new customers and keep existing ones, don't want to aggravate existing
customers for new ones
stage determined by buying behavior - correct answer ✔✔pioneering (new buyers, first product in
category), competitive (undecided buyers; high competition), and retentive (committed buyers,
dominant market share)
feature - correct answer ✔✔a characteristic of the product
benefit - correct answer ✔✔the good thing that is made possible by the feature
outdoor/OOH - correct answer ✔✔advertisements that reach the consumer outside of their home
reach - correct answer ✔✔% of target audience exposed to an ad (or entire media schedule)
frequency - correct answer ✔✔# of times an individual person is exposed to ad (or entire media
schedule) in a given tim period
cost per impression - correct answer ✔✔varies depending on media choice
supplemental - correct answer ✔✔helps reinforce ads for example strong visual reinforces tv campaigns,
provides missing visual for radio campaigns, etc
OOH strengths - correct answer ✔✔low cost, high frequency needs. local, mobile audience, strong
creative, pioneering or retentive stage, supporting other media
GRP - correct answer ✔✔Gross Rating Point (for outdoor). Percentage expressed as a WHOLE #
Example: 50 GRPs = deliver 50% market/day
