ADPR 3100 exam 2 evans UPDATED ACTUAL QUESTIONS AND CORRECT
ANSWERS
strategic planning -advertising
-brands & planning
-key considerations
-key parts
campaign components 1. Objective
2. Strategy
3. Tactics
objective goal of the campaign
strategy (the plan) overall plan for reaching the goal
tactics (the execution) specific steps to deliver the strategy
advertisings objective from a planning perspective isn't to sell, its to generate awareness. we are hopeful that it turns INTO sales
main focus of strategic planning the brand
Why brands are valuable? they differentiate and give us instant recognition
The most IMPORTANT factor in determining the actual Brand equity
value of a brand
brand equity it is the value that stakeholders (consumers, distributors, salespeople) think and
feel about a brand relative to the competition
strategic planning: key parts 1. What/where is our brand now?
2. How do we change our brand to achieve our goals?
3. What specific aspects of the brand do we want to change?
4. What is our resulting plan of action?
1. What/where is our brand now? Brand equity audit analysis
2. How do we change our brand to achieve our goals? strategic options and rec
3. What specific aspects of the brand do we want to brand equity research
change?
, 4. What is our resulting plan of action? creative brief
ANSWERS
strategic planning -advertising
-brands & planning
-key considerations
-key parts
campaign components 1. Objective
2. Strategy
3. Tactics
objective goal of the campaign
strategy (the plan) overall plan for reaching the goal
tactics (the execution) specific steps to deliver the strategy
advertisings objective from a planning perspective isn't to sell, its to generate awareness. we are hopeful that it turns INTO sales
main focus of strategic planning the brand
Why brands are valuable? they differentiate and give us instant recognition
The most IMPORTANT factor in determining the actual Brand equity
value of a brand
brand equity it is the value that stakeholders (consumers, distributors, salespeople) think and
feel about a brand relative to the competition
strategic planning: key parts 1. What/where is our brand now?
2. How do we change our brand to achieve our goals?
3. What specific aspects of the brand do we want to change?
4. What is our resulting plan of action?
1. What/where is our brand now? Brand equity audit analysis
2. How do we change our brand to achieve our goals? strategic options and rec
3. What specific aspects of the brand do we want to brand equity research
change?
, 4. What is our resulting plan of action? creative brief
