MKT 300 exam 5 Questions and Answers |100% Scores
Steps in Advertising Campaign - -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 - -the group of people at whom advertisements are aimed
-sales based objectives - --increase absolute dollar sales or unit sales
-increase sales by a certain percentage
-increase the firms market share
-communication objectives - --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: - --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 - -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 - -multiplying the firm's past and expected sales by a standard
percentage (most common)
-competition matching approach - -trying to match competitors' advertising outlays (with
goal of preserving market share)
-arbitrary approach - -budgeting based upon? (preference of a high level executive in the
firm)
-advanatages of newspaper - -reach large audience, purchased to be read, geographic
flexibility, short lead time, frequent publication, favorable for cooperative advertising,
merchandising service
, -disadvantages of newspaper - -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 - -demographic selectivity, good reproduction, long life,
prestige, geographic selectivity when regional issues are available, read in leisurely manner
-disadvantages of magazines - -high costs, 30-90 day average lead time, high competition,
limited reach, communicates less frequently
-advantages of direct mail - -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
-disadvantages of direct mail - -expensive, lacks editorial content, often thrown away,
unread, invasion of privacy, consumer must chose to read
-advantages of radio - -reaches 95 percent of consumers, highly mobile and flexible, very
low cost, can be changed quickly, high level geographic and demographic selectivity,
encourages imagination
-disadvantages of radio - -lacks visual imagery, short life message, listener's attention,
market fragmentation, difficult buying procedures, limited media and audience research
-advantages of TV - -reaches large audience, high frequency available, dual impact of audio
and visual, high prestige, geographic and demographic selectivity, difficult to ignore, on
demand capabilities
-disadvantages of tv - -very expensive, highly perishable message, size of audience not
guaranteed, limited amount of prime time, lack of selectivity
-advantages od digital media - -immediate response, potential to reach precise target
market, ability to track customers and build database, highly interactive medium, real time
analytics
-disadvantages of digital media - -costs are high, inappropriate placement, effects are
difficult to manage, concerns about security and privacy
-advantages of outdoor ads - -frequent repetition, low cost, message can be placed close to
place of sale, geographic selectivity, operable 24 hours a day, high creativity and
effectiveness
-disadvantages of outdoor ads - -message must be short, no demographic selectivity,
seldom attracts readers full attention, criticized as traffic hazard and blight on countryside,
much wasted coverage, limited capabilities
Steps in Advertising Campaign - -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 - -the group of people at whom advertisements are aimed
-sales based objectives - --increase absolute dollar sales or unit sales
-increase sales by a certain percentage
-increase the firms market share
-communication objectives - --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: - --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 - -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 - -multiplying the firm's past and expected sales by a standard
percentage (most common)
-competition matching approach - -trying to match competitors' advertising outlays (with
goal of preserving market share)
-arbitrary approach - -budgeting based upon? (preference of a high level executive in the
firm)
-advanatages of newspaper - -reach large audience, purchased to be read, geographic
flexibility, short lead time, frequent publication, favorable for cooperative advertising,
merchandising service
, -disadvantages of newspaper - -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 - -demographic selectivity, good reproduction, long life,
prestige, geographic selectivity when regional issues are available, read in leisurely manner
-disadvantages of magazines - -high costs, 30-90 day average lead time, high competition,
limited reach, communicates less frequently
-advantages of direct mail - -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
-disadvantages of direct mail - -expensive, lacks editorial content, often thrown away,
unread, invasion of privacy, consumer must chose to read
-advantages of radio - -reaches 95 percent of consumers, highly mobile and flexible, very
low cost, can be changed quickly, high level geographic and demographic selectivity,
encourages imagination
-disadvantages of radio - -lacks visual imagery, short life message, listener's attention,
market fragmentation, difficult buying procedures, limited media and audience research
-advantages of TV - -reaches large audience, high frequency available, dual impact of audio
and visual, high prestige, geographic and demographic selectivity, difficult to ignore, on
demand capabilities
-disadvantages of tv - -very expensive, highly perishable message, size of audience not
guaranteed, limited amount of prime time, lack of selectivity
-advantages od digital media - -immediate response, potential to reach precise target
market, ability to track customers and build database, highly interactive medium, real time
analytics
-disadvantages of digital media - -costs are high, inappropriate placement, effects are
difficult to manage, concerns about security and privacy
-advantages of outdoor ads - -frequent repetition, low cost, message can be placed close to
place of sale, geographic selectivity, operable 24 hours a day, high creativity and
effectiveness
-disadvantages of outdoor ads - -message must be short, no demographic selectivity,
seldom attracts readers full attention, criticized as traffic hazard and blight on countryside,
much wasted coverage, limited capabilities
