ADV 483 1st EditionExam # 1 Study Guide Part One-Multiple choice: The best example of a marketing objective, from the list below, is: a. Philadelphia Cream Cheese will increase brand awareness by 10% in 2009. b. Velveeta will increase sales by 4% during key sales periods in 2009. ← c. Wal-Mart will use television, print and radio to saturate the target market throughout the back-to-school season. d. All of the above. e. None of the above. Part Two-True/False: False-It IS generally a good idea to market your brand in an area where it has low CDI and BDI development indices. *** ”Low BDI/ Low CDI- low market share, poor market potential, usually little spending here. Advertise if category is growing or market is large and therefore accounts for much of the sales”Part Three-List matching: What is HUT? a. Share b. Home Using TVc. Validity Part Four-Open-ended questions: List 3 (of the 4) different tasks in the media function as described in lecture and in chapter 1 of The Media Handbook. Please briefly describe (1 or 2 sentences) each of the tasks of this media function. · Media plannero Planning how to best use media to convey the advertising message to the target consumer· Sellero Selling that space or time to the advertiser· Buyero Buying media space and time for the message1. What is positioning? The outline of what a business/brand should do to market its product to a consumerHow they want to be seen by a consumer. 2. Be prepared to talk about the relationships between consumers, brands and media. Consumers = relate to certain brands, more receptive to certain types of mediaBrands = use certain media to target consumersMedia = takes the form of what consumers like/respond to3. What is BDI and CDI? Brand Development Indexcompares the sales of a brand in a certain market to sales of the same brand in entire USEquation: (% of brand sales in market / population of market) x 100Category Development Indexcompares the sales of a category in a certain market to sales of the same category in entire US4. What is HUT? What is Share? What is Rating? What is impression? What is reach and frequency? HUT: Homes Using TVExpressed as a percentShare: The audience of a particular categoryReported on a household basisExpressed as %Rating: Audience of a particular program/station at a particular timeExpressed as % of the audience populationImpression: When a consumer sees any message by an advertiserReach: The number of households/people exposed to an ad during a certain period of timeFrequency: The number of times an individual is exposed to an ad5. Be prepared to talk about the media pre-planning processing (defining target audience, broad communication objectives, creative requirements, budget and timing). target audience: the demographics/psychographics/behaviors/geography that make up the consumer most likely to be affected by a campaign (age, sex, interests, region of country, etc.)- Broad Communication Objectiveso More art than scienceo Marketing objectiveso Media objective- Creative Requirementso Launching a product that requires lots of explanation? What media might help?o examples, q&a6. What is a target audience? What is segmentation analysis? target audience: the demographics/psychographics/behaviors/geography that make up the consumer most likely to be affected by a campaign (age, sex, interests, region of country, etc.)segmentation analysis: dividing a larger population into smaller populations in an attempt to find correlations between each population7. What is an advertising objective? What is a marketing objective? What are the differences between advertising and marketing objectives? advertising objective: specific goal of an ad campaign (e.g., compare products, gain attention, awareness,comprehension, attitude inform, persuade, remind)marketing objective: measurable goals (usually expressed in numbers) set by advertisers that should be achieved within a certain set of time (e.g., sales levels, market share increases, increases in profit, etc.)8. What is a media objective? What is a controlled medium? What is a non-controlled medium? What are electronic media? What is a non-electronic medium? How does media planning relate to marketing? What are owned, earned, and paid media? What are leaned-forward and leaned-back media? Media objectives: based on what and whom you need to communicate, you decide how (creative), where and when (media)· Usually stated in terms of exposure (reach, frequency, etc)Controlled media: Media under the control of the consumerE.g., Magazine ads can just be flipped to the next page, DVR ads can just be fast forwarded throughOwned media: Media under the brand's controlE.g., product placement, events, website Paid media: Media purchased by the brandE.g., TV spots, print ads, etc.Earned media: essentially online word of mouth, usually seen in the form of 'viral' tendencies, mentions, shares, reposts, reviews, recommendations, or contentpicked up by 3rd party sites.Lean-forward experience: Requires higher involvement of the consumer (e.g., Internet browsing)Lean-back experience: Requires little involvement of the consumer (e.g., Tv watching)9. What are media strategies and media tactics? media strategies: refers to target audience, choice of medium, type of media mix and calendarmedia tactics: specifics to carrying out the media strategy (e.g., what magazine page to put andin what issue)10. What are current media trends? media trends: ad spending is going down for newspaper/magazine, somewhat consistent for television, going slightly down for radio, and going up for internet/mobile/digital etc.11. What is VALS? What are the 8 segments of VALS? What is vertical percent? What is horizontal percent? What is index? What is MRI data? What is percentage down? What is percentage across? VALS: Value and LifeStyle Data - splits adults into eight segments based on psychological traits/behaviorsVALS's 8 segments:1. Innovators2. Thinkers3. Achievers4. Experiencers5. Believers6. Strivers7. Makers8. SurvivorsVertical Percent: data read in columns (top to bottom) -ex. To learn what proportion of innovators in the sample are men, use Vert %: 48.18% of innovators are men Horizontal Percent: data read from left to right-ex.Of all respondents, 18.04% are innovators. Index- comparison of the vertical percent in the column with the base rate (100)MRI data-MRI (Mediamark Research & Intellegence)- is the leading provider of multimedia