chapter 7 Flashcards
(9 cards)
1
Q
order of book
A
- executive summary
- situation analysis
- advertising plan
- strategy
- creative plan
- sales promotion
- media strategy
8.evaluation
2
Q
executive summary
A
- overview of the plan
-written last
3
Q
situation analysis
A
- company and brand background
- brand evaluation
- SWOT analysis
- competitive summary
- statement problem
4
Q
Advertising plan
A
- ad objectives
- target market analysis
- product position
- research findings
5
Q
strategy
A
- statement of problem
- key consumer insights
- key brand insights
- advertising strategy statement
- support
6
Q
creative plan
A
- creative strategy
- tone and manner of ADs
- example of ADs
7
Q
sales promotion
A
- detailed description of the promotion
- creative support from promotion
8
Q
media strategy
A
- mix media
- schedules
- budget summary
9
Q
evaluation
A
- key performance indicators (KPTs)
- how do we know the AD campaign is working?
