Advertising Campaigns , review exam

JMC 456 Advertising Campaigns _

Part I Define the following:

A. Branding __________________________________________________________________

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B. Positioning _________________________________________________________________

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C. Media Plan _________________________________________________________________

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D. Creative Strategy ____________________________________________________________

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E. Demographics ______________________________________________________________

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F. Psychographics/VALs ________________________________________________________

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G. Unique Selling Point _________________________________________________________

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H. Competitive Advantage _______________________________________________________

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I. Universe/population __________________________________________________________

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J. Sample ____________________________________________________________________

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K. Random sample _____________________________________________________________

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L. Pulsing ___________________________________________________________________

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M. Flighting __________________________________________________________________

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Part II Brief discussion

A1. Define “advertising.” _______________________________________________________

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A2. Define “marketing.” ________________________________________________________

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A3. Describe the relationship between advertising and marketing.

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B1. What is a product benefit? ___________________________________________________

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B2. What is a product feature? ___________________________________________________

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B3. Which do consumers buy: features or benefits? Why? _____________________________

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C1. In proper order, list the needs in Maslow’s Hierarchy of Needs.

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C2. Why do advertisers and their agencies need to know consumer/customer needs?

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D1. What is the difference between programmed (or routine) buying decisions and non-programmed

(non-routine) buying decisions?

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D2. What implications do these two types of decisions have on advertising?

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Part III Simple Media Calculations

These formulas may be helpful.

Sum of Ratings a2 + b2 = c2

x2 + 2xy + y2 (Audience ÷ TVHH) x 100

Cost of an ad ÷ rating (Cost of an ad ÷ audience) x 1,000

(Audience ÷ HUT) x 100 (Rating ÷ 100) x Universe (or population TVHH)

Reach x Frequency

TV market: Murray, Ky. TVHHs in market: 9,500

Sample: 105 HHs with TV turned on: 88

Program HHs Program HHs

WPSD-TV Local 6 News 30 WSIL-TV News 10

Wheel of Fortune 45 Entertainment Tonight 5

KFVS-TV 12 News 25 NCIS 15

Big Bang Theory 20 America Now 3

A. Calculate the rating for Wheel of Fortune

B. Calculate the share for NCIS

C. Assume that you place on ad in each of the shows listed above. Calculate the gross rating

point.

D. What is the rating projection for WPSD-TV Local 6 News?

E. Let’s say that we place a half-page ad in the Murray Ledger & Times that costs $675.00. The

Ledger has a circulation of 7,300. Calculate the cost per thousand.

 
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