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Market Analysis

Examines the customers and their motives for buying the products

Executive Summary

Summarizes the most important information needed in order to make decisions concerning the advertising plan

Industry Analysis

Examines developments and trends in the industry


Identifies the documents' structure and the material that will be covered in the advertising plan

Situational Analysis

Examination of conditions and circumstances that affect the product or service. Serves four functions: Reviews the company and product history, Evaluates the strengths and weaknesses, defines the target segment, evaluates the competition

Top of Mind Awareness

The percent of respondents who, without prompting, name a specific brand or product first when asked to list all the advertisements they recall seeing in a general product category over the past 30 days.

Budget Setting Methods

Affordable Method, Historical Method, Percent of Sales Method

Share of Voice Budgeting

Budgeting based on the amount spent by the competitors

Target Segment

A sub group of the market that is chosen to be the focus of the market for the advertising campaign


The process of making an advertiser's product different from the other products in the consumers mind.

Syndicated Research

Research with multiple sponsors or sold to multiple audiences.

Brand Image

The characteristic that most consumers associate with the brand

Concentrated Marketing

Businesses direct all of the firm's marketing recourses toward satisfying a small segment

Unaided Recall

Asks the consumer to remember the elements of an advertisement without any prompting

Aided Recall

Asks the consumer to remember the elements of an advertisement with some prompting

Levels of Economic Development

Developing Countries and Industrialized Countries

Return on Investment

The amount earned from what was spent

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