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17 terms

Intro To Advertising

STUDY
PLAY
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
Overview
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
Positioning
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