ADPR 3100 TEST 2 Questions and Answers Solved Correctly
What is the Product Life Cycle - Answers The process of a brand moving from introduction to maturity
and eventually to either adaptation or demise
What determines the best kind of advertising? - Answers The Product Life Cycle
What are the phases of the Product Life Cycle? - Answers Intro -> Growth -> Maturity -> Decline -> Death
What is pioneering? - Answers A phase where advertising introduces an idea that makes previous
concepts appear dated/antiquated
How long is a product in the pioneering stage? - Answers Until people appreciate the fact that they need
it
What is the goal of a marketing objective? - Answers Goal is to create the market and make the
consumer need something they didn't know they needed
What is an example of a marketing objective? - Answers Apple marketing personal computers for the
sake of entertainment instead of business in 1984
What are the components of a communications objective? - Answers - Create awareness
- Educate consumers
- Show that a product exists
- Identify the need
What happens once consumers accept a product? - Answers They will attract competition
What should a company do to gain the preference of consumers? - Answers Establish superiority over
other brands
What is the ad's marketing objective in the competitive stage? - Answers Increase sales and market
share
What is the ad's communication objective in the competitive stage? - Answers Position the product and
show off unique features
What happens during the retentive stage? - Answers Products reach maturity and wide scale acceptance
may enter this stage
What is the ad's marketing objective in the retentive stage? - Answers Maintain market share and
consumer loyalty
What is the ad's communication objective in the retentive stage? - Answers Needs to be about the brand
image, highly visual, and creative advertising is necessary
, True or False. The product life cycle stages are linear, not cyclical. - Answers False
What is an objective? - Answers The goal of a campaign
True or false. An ad creates values but not sales. - Answers True
What is a strategy? - Answers Overall plan for reaching the goal
What does an advertising objective do? - Answers Achieves a communications objective and assists the
marketing objective
What is a feature? - Answers A characteristic of the product
What is a benefit? - Answers The good thing that is made possible by the feature
True or false. People buy features, not benefits. - Answers False
What are the key parts of the Strategic Planning Process? - Answers - Brand equity audit analysis
- Strategic options
- Brand equity research
- Creative brief
What does the brand equity audit analysis ask? - Answers What/where is our brand now?
What do strategic options ask? - Answers How do we change our brand to achieve our goals?
What does brand equity research ask? - Answers What specific aspects of the brand do we want to
change?
What does the creative brief ask? - Answers What is our resulting plan of action?
What is the creative brief? - Answers A single page that summarizes:
- a product and its competitors
- what do we want the campaign to accomplish? (objective)
- who are we talking to? (target market)
- what do they think now about the product or service? (current brand or positioning)
- what do we want them to think about the product or service? (desired brand or positioning)
- why should they think this? (key features and benefits)
- what is our message? (the "One Thing")
What is the Product Life Cycle - Answers The process of a brand moving from introduction to maturity
and eventually to either adaptation or demise
What determines the best kind of advertising? - Answers The Product Life Cycle
What are the phases of the Product Life Cycle? - Answers Intro -> Growth -> Maturity -> Decline -> Death
What is pioneering? - Answers A phase where advertising introduces an idea that makes previous
concepts appear dated/antiquated
How long is a product in the pioneering stage? - Answers Until people appreciate the fact that they need
it
What is the goal of a marketing objective? - Answers Goal is to create the market and make the
consumer need something they didn't know they needed
What is an example of a marketing objective? - Answers Apple marketing personal computers for the
sake of entertainment instead of business in 1984
What are the components of a communications objective? - Answers - Create awareness
- Educate consumers
- Show that a product exists
- Identify the need
What happens once consumers accept a product? - Answers They will attract competition
What should a company do to gain the preference of consumers? - Answers Establish superiority over
other brands
What is the ad's marketing objective in the competitive stage? - Answers Increase sales and market
share
What is the ad's communication objective in the competitive stage? - Answers Position the product and
show off unique features
What happens during the retentive stage? - Answers Products reach maturity and wide scale acceptance
may enter this stage
What is the ad's marketing objective in the retentive stage? - Answers Maintain market share and
consumer loyalty
What is the ad's communication objective in the retentive stage? - Answers Needs to be about the brand
image, highly visual, and creative advertising is necessary
, True or False. The product life cycle stages are linear, not cyclical. - Answers False
What is an objective? - Answers The goal of a campaign
True or false. An ad creates values but not sales. - Answers True
What is a strategy? - Answers Overall plan for reaching the goal
What does an advertising objective do? - Answers Achieves a communications objective and assists the
marketing objective
What is a feature? - Answers A characteristic of the product
What is a benefit? - Answers The good thing that is made possible by the feature
True or false. People buy features, not benefits. - Answers False
What are the key parts of the Strategic Planning Process? - Answers - Brand equity audit analysis
- Strategic options
- Brand equity research
- Creative brief
What does the brand equity audit analysis ask? - Answers What/where is our brand now?
What do strategic options ask? - Answers How do we change our brand to achieve our goals?
What does brand equity research ask? - Answers What specific aspects of the brand do we want to
change?
What does the creative brief ask? - Answers What is our resulting plan of action?
What is the creative brief? - Answers A single page that summarizes:
- a product and its competitors
- what do we want the campaign to accomplish? (objective)
- who are we talking to? (target market)
- what do they think now about the product or service? (current brand or positioning)
- what do we want them to think about the product or service? (desired brand or positioning)
- why should they think this? (key features and benefits)
- what is our message? (the "One Thing")
