planning an advertiser campaign

20問 • 1年前

問題一覧

defined as a series of advertisements with an identical or similar message, place in one or more of the advertising media over a particular period of time

advertising campaign

is the joint effort of both the advertiser and his ad Agency. The advertiser supplies much information about the product, the channel of distribution, competition the product, and the firm. The agency may collect other information from the market, in respect of target audience etc.

campaign planning

The main steps in advertising campaign planning are as follows : 7

- prototype stage - initial briefing by client - contact report - account executives report to agency management - account executives briefing to agency department heads - proposition - presentation to the client

is a technique of dividing the market of a product into several homogenous groups.

market segmentation

The most commonly used bases for segmenting consumer goods markets are as follows

geographic segmentation demographic segmentation socio-economic segmentation psychographic segmentation behaviouristic segmentation product segmentation benefit segmentation volume segmentation status segmentation

DAGMAR model for arousing consumer interests was developed by Russen Colley in his study entitled _____

defining advertising goals for measurable advertising results

The name DAGMAR model is derived from the ____

study's title

The study begins from a point where the prospect is not aware about the existence of the product. From this point of non-awareness the prospect advances ahead towards awareness.

dagmar model

Dagmar steps

awareness comprehension conviction motivation

is a functional formula devised by E.K. Strong.

AIDA

is an offer an advertiser makes to his target customers which is unique in relation to competing offers and promises to deliver a certain distinctive benefit or satisfaction

usp

The word _____ describes an attribute or feature which the product or brand only possesses or no claim of the attribute or feature is currently being made by any other competing brand.

unique

____ refers to sales value. The claim whatever it is - must be strong enough, important enough, believable enough to convince consumers that it is absolutely in their interest to purchase the product or brand in question.

selling

_____ is a promise made by the advertiser that the product, if purchased, will satisfy the needs of the consumers. The proposition should be strong enough to move the mass millions, i.e., pull in new and old customers to your product or brand.

proposition

is a statement designed to motivate a person to act.

advertising appeal

The following are the essentials of a good advertising appeal: 6

it must be communicative it must have a good theme it must be distinctive it must be interesting it must be believable it must be complete

Types of Appeals Used in Advertising : The following are the appeals widely used in advertising. 6

emotional appeal intellectual appeal human instinct appeal physical sense appeal positive appeal negative appeal

____ are used in advertising the consumer product

emotional appeals

____ appeal are used for selling high priced industrial goods. They are based on rational thinking.

intellectual

Appeals to ___ evolve greater response.

physical senses

Chap 1

Jake Matthew · 10問 · 1年前

Chap 1