Examines the customers and their motives for buying the products
Summarizes the most important information needed in order to make decisions concerning the advertising plan
Examines developments and trends in the industry
Identifies the documents' structure and the material that will be covered in the advertising plan
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
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.
Research with multiple sponsors or sold to multiple audiences.
The characteristic that most consumers associate with the brand
Businesses direct all of the firm's marketing recourses toward satisfying a small segment
Asks the consumer to remember the elements of an advertisement without any prompting
Asks the consumer to remember the elements of an advertisement with some prompting