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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.
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Introduction Situation Analysis Objectives Budgeting Strategy Execution Evaluation TERM 2
DEFINITION 2 Executive summary Overview TERM 3
DEFINITION 3 Historical context Industry analysis Market analysis Competitor Analysis TERM 4
DEFINITION 4 Quantitative benchmarks Measurement methods Criteria for success Time frame TERM 5
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
Brand name recognition? Repetition and frequency Rhyming games Trial Use Stimulation? Introductory offers Product guarantees Brand Switching? Value Propositions Product comparisons TERM 7
DEFINITION 7 Copy strategy Media plan Integrated brand promotion TERM 8
DEFINITION 8 Criteria Methods Consequences TERM 9
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
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.
Repeated behaviors that affirm, express and maintain cultural values. TERM 17
DEFINITION 17 Advertising campaigns that involve preparing different messages and creative executions for each foreign market a firm has entered. TERM 18
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
DEFINITION 19 Knowing a brand is there creates consideration for buying TERM 20
DEFINITION 20 1st brand that comes to mind
TERM 22
DEFINITION 22 U.S> Dept. of commerce & united natoins TERM 23
DEFINITION 23 20% TERM 24
DEFINITION 24 75% TERM 25
DEFINITION 25 creative media regulatory