Describe the essential difference between an industry analysis and a market analysis. In
what section of an ad plan are they typically included? What are the other
considerations for an advertiser that should be part of this section? Where does the
competitor analysis come in?
The company or organization that pays for an advertisement is referred to as the client
or sponsor.
An agency is creating a new print ad for a whitening toothpaste. In thinking through the
new layout, the art director would begin by asking his staff for several comps, just to
see the placement of various elements and get an idea of the general presentation.
What is meant by the term Madison & Vine? Describe the source of this term and the
nature of this phenomenon in the world of advertising.
Brownsworth Brothers Coffee is a mail-order business run by two brothers directly
from their Hawaiian plantation. They have targeted heavy users in the past, but they’re
considering a new focus on college students. They are considering switching target
segments even though this group is comprised largely of people who don’t drink coffee,
or have just started to drink coffee and don’t consume anywhere near as much as the
heavy users. What are the disadvantages of the heavy-user strategy? What term is used
to describe the college students the company is considering targeting? What are the
advantages of targeting this new segment?
Advertisers have found that when a category is suggested, the very first brand
remembered is often the one purchased.
Coupons are one of the newer forms of sales promotion, introduced in the 1950s by
cake mix manufacturers.
Nowadays, advertising is virtually the only promotional tool that is used to attract,
impress, and persuade consumers.
A common problem in media planning-but one that gets little attention in textbooks and
in the real world-is GIGO, otherwise known as the problem of poor scheduling.
Though it is limited to a one-dimensional presentation, radio is a medium with a setting
for true creativity, often described as the theater of the mind.