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ADV 215 Exam 2
Terms in this set (38)
Producing briefs to ensure campaign ideas and strategies are effective and targeted to the right audience. Jobs will typically be with advertising agencies, or in media advertising departments.
The agency person who researches a
brand and its consumer relationships to devise messages to effectively address consumer needs and want
The action or activity of gathering information about consumers' needs and preferences.
Strategy, Concept, Pre-Test, Post-Test
Uncovers the information needed for making advertising decisions
Part of market research in which the preferences, motivations, and buying behavior of the targeted customer are identified through direct observation, mail surveys, telephone or face to face interviews, and from published sources (such as demographic data).
A blueprint to help sell a given product to consumers and is generally tailored to a target audience perceived to be most likely out of the population to purchase the product
Creative Concept Research
Used to assess the extent of the target audience's acceptance of different creative ideas at the concept development stage
Pre-testing of ads
Used to diagnose any possible communication problems before beginning an ad campaign
Post-testing of ads
Used to help advertisers evaluate the ad campaign results
Consumer Insight Importance
Need to know as much as possible about the people you are trying to reach
Explores underlying reasons for consumer behavior
Delivers numerical data such as numbers of users and purchases, their attitudes and knowledge, their exposure to ads, and other market-related information.
The research and analysis process used to gain knowledge of the consumer and uncover key consumer insight about how people relate to a brand or product
Lists goals and objectives for specific periods of time.
-Precise strategies and tactics to achieve goals
-Can be brief for smaller organization or detailed and complex for larger companies
-Approach can be top-down or bottom-up
Strengths, Weakness, Opportunities, Threats.
Information collected the first time from the original sources
Background research using available published information
Often for selective releases
A qualitative method where a small group of users or potential users discuss a topic (brand, product, advertising) that is directed by a moderator, observed by a client and agency personnel
Results of research must be free of bias and reflect the true status of the market.
You can run the same test again and get the same answer
Probability and Nonprobability samples
Strategic Planning Objectives/Strategies/Tactics
A goal you want to accomplish
Top Down Marketing Plan
Situation analysis-->Marketing Objectives-->Marketing Strategy-->Marketing Tactics
Bottom Up Marketing Plan
Marketing Tactics-->Marketing Objectives/Strategy-->Situation Analysis
Diagrammatic technique used by asset marketers that attempts to visually display the perceptions of consumers or potential consumers
Seven Approaches to Positioning Strategy
Advertising Budgets- Percentage of Sales
Method based on allocating a fixed percentage of the anticipated sales revenue to advertising.
Advertising Budgets- Objective Task Method
Method for determining advertising expenses allocate the marketing budget based on set objectives
Sources of Brand Messages
Planned messages, product messages, service messages, unplanned messages
A consumers conscious or unconscious decision to repurchase a brand continuously
Lifetime value of a customer for his lifetime, businesses with recurring revenue have a high level of this
Marketing activities that are aimed at developing and managing trusting and long-term relationships with larger customers.
80% of your business should come from 20% of your customers.
Recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines.
Cross Functional Planning
Approach to work in which team members come from different areas of an organization and have different skill sets.
Advantages of choice are voided and there is a complexity of buyer's decision making process
An idea based on strategy establishes a new and meaningful relationship between previously unrelated items
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