ADPR 3100 Test 2 Evans UPDATED ACTUAL QUESTIONS AND CORRECT
ANSWERS
Objective (Campaign component) the goal of the campaign
Strategy (campaign component) plan for reaching the goal
Tactic (campaign component) the execution for delivering strategy
, the 3 campaign components objective, strategy, tactics
brand equity audit analysis what/where is our brand now?
brand equity research What specific aspects of the brand do we want to change?
Creative Brief single page summary that contains:
1. product and competitors
2. objective
3. target market
4. current brand positioning
5. desired brand positioning
6. key features and benefits
7. the message
3 stages in product life cycle Pioneering, Competitive, and Retentive
Pioneering marketing/comm objectives marketing objective: create the market
comm objective: create awareness, identify the need, educate consumers, and
show a product exists
Competitive marketing/comm objectives marketing objective: increase sales and market share
comm objective: position and unique features
Retentive marketing/comm objectives marketing objective: maintain market share and consumer loyalty
comm objective: brand, high visuals, creative advertising, and brand image
The Product life cycle is _______ cyclical
Reach (definition) % of a target audience's population who notice an advertising message at least
once
Frequency (definition) avg # of times an individual notices and OOH ad message within 4 weeks
OOH strengths Low cost, high frequency needs
Local, mobile audience
Strong creative
Pioneering or retentive stage
Supporting other media
OOH weaknesses exposure voluntary and brief
viewers preoccupied
few premium sites
"visual pollution"
ANSWERS
Objective (Campaign component) the goal of the campaign
Strategy (campaign component) plan for reaching the goal
Tactic (campaign component) the execution for delivering strategy
, the 3 campaign components objective, strategy, tactics
brand equity audit analysis what/where is our brand now?
brand equity research What specific aspects of the brand do we want to change?
Creative Brief single page summary that contains:
1. product and competitors
2. objective
3. target market
4. current brand positioning
5. desired brand positioning
6. key features and benefits
7. the message
3 stages in product life cycle Pioneering, Competitive, and Retentive
Pioneering marketing/comm objectives marketing objective: create the market
comm objective: create awareness, identify the need, educate consumers, and
show a product exists
Competitive marketing/comm objectives marketing objective: increase sales and market share
comm objective: position and unique features
Retentive marketing/comm objectives marketing objective: maintain market share and consumer loyalty
comm objective: brand, high visuals, creative advertising, and brand image
The Product life cycle is _______ cyclical
Reach (definition) % of a target audience's population who notice an advertising message at least
once
Frequency (definition) avg # of times an individual notices and OOH ad message within 4 weeks
OOH strengths Low cost, high frequency needs
Local, mobile audience
Strong creative
Pioneering or retentive stage
Supporting other media
OOH weaknesses exposure voluntary and brief
viewers preoccupied
few premium sites
"visual pollution"
