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Advertising Plan: Terms and Definitions, Quizzes of Accounting

Definitions for various terms and concepts related to creating an advertising plan, including situation analysis, objectives, budgeting, strategy, execution, evaluation, industry analysis, market analysis, share of voice, advertising response, self-reference criterion, values, rituals, localized campaign, essential elements of advertising objectives, brand awareness, top of mind, population of people living in less developed countries, data sources, and challenges in international advertising.

Typology: Quizzes

2010/2011

Uploaded on 02/27/2011

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TERM 1
Parts of an Advertising Plan
DEFINITION 1
Introduction Situation Analysis Objectives Budgeting Strategy
Execution Evaluation
TERM 2
Introduction
DEFINITION 2
Executive summary Overview
TERM 3
Situation Analysis
DEFINITION 3
Historical context Industry analysis Market analysis
Competitor Analysis
TERM 4
Objectives
DEFINITION 4
Quantitative benchmarks Measurement methods Criteria for
success Time frame
TERM 5
Budgeting
DEFINITION 5
Percentage of sales Does not relate spending to objectives
Share of market/voice Likely to maintain status quo market
share Response models Depends on sales = advertising
relationship Objective and Task Preferred and strategic
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Parts of an Advertising Plan

Introduction Situation Analysis Objectives Budgeting Strategy Execution Evaluation TERM 2

Introduction

DEFINITION 2 Executive summary Overview TERM 3

Situation Analysis

DEFINITION 3 Historical context Industry analysis Market analysis Competitor Analysis TERM 4

Objectives

DEFINITION 4 Quantitative benchmarks Measurement methods Criteria for success Time frame TERM 5

Budgeting

DEFINITION 5 Percentage of sales Does not relate spending to objectives Share of market/voice Likely to maintain status quo market share Response models Depends on sales = advertising relationship Objective and Task Preferred and strategic

Strategy

Brand name recognition? Repetition and frequency Rhyming games Trial Use Stimulation? Introductory offers Product guarantees Brand Switching? Value Propositions Product comparisons TERM 7

Execution

DEFINITION 7 Copy strategy Media plan Integrated brand promotion TERM 8

Evaluation

DEFINITION 8 Criteria Methods Consequences TERM 9

Industry Analysis

DEFINITION 9 In an advertising plan, the section that focuses on developments and trends within an industry and on any other factors hat may make a difference in how an advertise proceeds with an advertising plan. TERM 10

Market Analysis

DEFINITION 10 A Market analysis is a documented investigation of a market that is used to inform a firm's planning activities particularly around decisions of inventory, purchase, work force expansion/contraction, facility expansion, purchases of capital equipment, promotional activities, and many other aspects of a company.

Rituals

Repeated behaviors that affirm, express and maintain cultural values. TERM 17

Localized campaign

DEFINITION 17 Advertising campaigns that involve preparing different messages and creative executions for each foreign market a firm has entered. TERM 18

Essential elements of advertising objectives

DEFINITION 18 To create or maintain brand awareness. To change consumer beliefs or attitudes. To influence purchase intent. To stimulate trial use. To convert one-time users into repeat purchasers. To encourage brand switching. TERM 19

Brand Awareness

DEFINITION 19 Knowing a brand is there creates consideration for buying TERM 20

Top of mind

DEFINITION 20 1st brand that comes to mind

Population of people living in less developed

countries

TERM 22

Where do you get data on demographics of

foreign nations?

DEFINITION 22 U.S> Dept. of commerce & united natoins TERM 23

% of industrialized countries control world's

wealth?

DEFINITION 23 20% TERM 24

% of industrialized countries control world's

wealth and account for what % of

consumption?

DEFINITION 24 75% TERM 25

What challenges must be overcome in

advertising in international settings?

DEFINITION 25 creative media regulatory