Marketing MKT 300 Exam 5 Study Guide and Practice
Questions
Steps in Advertising Campaign - ANS✔✔ 1. identify and analyze target audience
2. define advertising objects
3. create advertising platform
4. determine advertising appropriation
5. develop media plan
6. create advertising message
7. execute campaign
8. evaluate advertising effectiveness
Target Audience - ANS✔✔ the group of people at whom advertisements are aimed
sales based objectives - ANS✔✔ -increase absolute dollar sales or unit sales
-increase sales by a certain percentage
-increase the firms market share
communication objectives - ANS✔✔ -increase product brand awareness
-make consumers attitudes more favorable
-heighten consumers knowledge of product features
-create awareness of positive, healthy consumer behavior
advertising objectives should: - ANS✔✔ -guide campaign development
-be stated clearly, precisely, and in measurable terms and specify a time frame
-contain benchmarks to provide precision and measurability
, objective and task approach - ANS✔✔ Budgeting for an advertising campaign by first
determining its objectives and then calculating the cost of all the tasks needed to attain them
percent of sales approach - ANS✔✔ multiplying the firm's past and expected sales by a standard
percentage (most common)
competition matching approach - ANS✔✔ trying to match competitors' advertising outlays
(with goal of preserving market share)
arbitrary approach - ANS✔✔ budgeting based upon? (preference of a high level executive in the
firm)
advanatages of newspaper - ANS✔✔ reach large audience, purchased to be read, geographic
flexibility, short lead time, frequent publication, favorable for cooperative advertising,
merchandising service
disadvantages of newspaper - ANS✔✔ not selective for socioeconomic groups or target
markets, short life, limited reproduction capabilities, large advertising volume limits exposure to
any one advertisement
advantages of magazines - ANS✔✔ demographic selectivity, good reproduction, long life,
prestige, geographic selectivity when regional issues are available, read in leisurely manner
disadvantages of magazines - ANS✔✔ high costs, 30-90 day average lead time, high
competition, limited reach, communicates less frequently
advantages of direct mail - ANS✔✔ little wasted circulation, highly selective, circulation
controlled by advertiser, few distractions, personal, stimulates action, use of novelty, relatively
easy to measure performance, hidden from competitors
Questions
Steps in Advertising Campaign - ANS✔✔ 1. identify and analyze target audience
2. define advertising objects
3. create advertising platform
4. determine advertising appropriation
5. develop media plan
6. create advertising message
7. execute campaign
8. evaluate advertising effectiveness
Target Audience - ANS✔✔ the group of people at whom advertisements are aimed
sales based objectives - ANS✔✔ -increase absolute dollar sales or unit sales
-increase sales by a certain percentage
-increase the firms market share
communication objectives - ANS✔✔ -increase product brand awareness
-make consumers attitudes more favorable
-heighten consumers knowledge of product features
-create awareness of positive, healthy consumer behavior
advertising objectives should: - ANS✔✔ -guide campaign development
-be stated clearly, precisely, and in measurable terms and specify a time frame
-contain benchmarks to provide precision and measurability
, objective and task approach - ANS✔✔ Budgeting for an advertising campaign by first
determining its objectives and then calculating the cost of all the tasks needed to attain them
percent of sales approach - ANS✔✔ multiplying the firm's past and expected sales by a standard
percentage (most common)
competition matching approach - ANS✔✔ trying to match competitors' advertising outlays
(with goal of preserving market share)
arbitrary approach - ANS✔✔ budgeting based upon? (preference of a high level executive in the
firm)
advanatages of newspaper - ANS✔✔ reach large audience, purchased to be read, geographic
flexibility, short lead time, frequent publication, favorable for cooperative advertising,
merchandising service
disadvantages of newspaper - ANS✔✔ not selective for socioeconomic groups or target
markets, short life, limited reproduction capabilities, large advertising volume limits exposure to
any one advertisement
advantages of magazines - ANS✔✔ demographic selectivity, good reproduction, long life,
prestige, geographic selectivity when regional issues are available, read in leisurely manner
disadvantages of magazines - ANS✔✔ high costs, 30-90 day average lead time, high
competition, limited reach, communicates less frequently
advantages of direct mail - ANS✔✔ little wasted circulation, highly selective, circulation
controlled by advertiser, few distractions, personal, stimulates action, use of novelty, relatively
easy to measure performance, hidden from competitors
