ADPR 3100 exam 2 UPDATED ACTUAL QUESTIONS AND CORRECT ANSWERS
Brand Equity the value of how such people as consumers, distributors, and salespeople think
and feel about a brand relative to its competition over a period of time
-most important factor in determining the actual value of a brand
What are the three parts of the Campaign Components? Objectives, Strategy, Tactics
Objective In the campaign components, this is considered the goal of the campaign
Strategy In the campaign components, this is the overall plan for reaching the goal
Tactics In the campaign components, these are the specific steps to deliver the strategy,
or the execution
What are the 3 parts of the communication objectives? awareness, branding, positioning
Awareness putting it on the radar; create and increase awareness
Branding target market's associations w the product
-brand
-rebrand
Positioning how the target market views it in relation to the competitors
-position
-reposition
, of all the objectives, do we pick one or all? pick one!!
-create awareness -it looks bad to set out to accomplish 2 objectives and then only get one of them
-increase awareness done
-brand -don't clutter
-rebrand -keep it simple
-position -do one and do it well
-reposition
Strategic Planning: 4 key parts/logical steps 1. brand equity audit analysis: what/where is our brand now?
2. strategic options and recommendations: how do we change our brand to
achieve our goals
3. brand equity research: what specific aspects of the brand do we want to
change
4. creative brief: what is our resulting plan of action
Creative Brief single page that summarizes:
-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)
Product Life Cycle -the process of a brand moving from introduction to maturity and eventually to
(and the 3 stages) either adaptation or demise
-this is the degree of acceptance that determines the advertising stage of the
product(aka best kind of ads)
Stages: pioneering, competitive and retentive
1st stage of the PLC: pioneering stage ads in this stage introduce an idea that makes previous concepts appear
dated/antiquated
-until ppl appreciate the fact that they need it, a product is in the pioneering stage
What is the marketing objective in the pioneering stage Create the Market
of the PLC?
What are the 3 communication objectives in the Create Awareness
pioneering stage of the PLC? Educate Consumers
Show that a product exists
2nd stage of the PLC: Competitive Stage the advertising stage a product reaches when its general usefulness is recognized
but its superiority over similar brands has to be established in order to gain
preference
-once they accept the product they'll attract competition, ex. so..which one should
i buy?
Brand Equity the value of how such people as consumers, distributors, and salespeople think
and feel about a brand relative to its competition over a period of time
-most important factor in determining the actual value of a brand
What are the three parts of the Campaign Components? Objectives, Strategy, Tactics
Objective In the campaign components, this is considered the goal of the campaign
Strategy In the campaign components, this is the overall plan for reaching the goal
Tactics In the campaign components, these are the specific steps to deliver the strategy,
or the execution
What are the 3 parts of the communication objectives? awareness, branding, positioning
Awareness putting it on the radar; create and increase awareness
Branding target market's associations w the product
-brand
-rebrand
Positioning how the target market views it in relation to the competitors
-position
-reposition
, of all the objectives, do we pick one or all? pick one!!
-create awareness -it looks bad to set out to accomplish 2 objectives and then only get one of them
-increase awareness done
-brand -don't clutter
-rebrand -keep it simple
-position -do one and do it well
-reposition
Strategic Planning: 4 key parts/logical steps 1. brand equity audit analysis: what/where is our brand now?
2. strategic options and recommendations: how do we change our brand to
achieve our goals
3. brand equity research: what specific aspects of the brand do we want to
change
4. creative brief: what is our resulting plan of action
Creative Brief single page that summarizes:
-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)
Product Life Cycle -the process of a brand moving from introduction to maturity and eventually to
(and the 3 stages) either adaptation or demise
-this is the degree of acceptance that determines the advertising stage of the
product(aka best kind of ads)
Stages: pioneering, competitive and retentive
1st stage of the PLC: pioneering stage ads in this stage introduce an idea that makes previous concepts appear
dated/antiquated
-until ppl appreciate the fact that they need it, a product is in the pioneering stage
What is the marketing objective in the pioneering stage Create the Market
of the PLC?
What are the 3 communication objectives in the Create Awareness
pioneering stage of the PLC? Educate Consumers
Show that a product exists
2nd stage of the PLC: Competitive Stage the advertising stage a product reaches when its general usefulness is recognized
but its superiority over similar brands has to be established in order to gain
preference
-once they accept the product they'll attract competition, ex. so..which one should
i buy?
