Term
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Definition
Executive summary,
Situation Analysis,
Creative brief,
media objectives, rationales and strategies,
media schedule,
evaluation,
appendix |
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Term
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Definition
*one page in length
*Synopsis of your plan
*talk about strategy |
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Term
| situation analysis guidelines |
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Definition
-at least 5 pages
-business style
-goal is to list facts
-NO Strategy |
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Term
| situation analysis includes |
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Definition
-company and industry analysis
-product/brand analysis
-competitive analysis
-geographic market analysis
-consumer analysis
-1 page SWOT at end |
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Term
| Company & Industry Analysis is... |
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Definition
-what does company represent, what are concerns?
-focus on problems and opportunities
-internal and external info
-mindset, past, future
->starts with brief history |
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Term
| Company & Industry Analysis includes |
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Definition
-sales trends over past several years
-market size
-brand's current share of market
-sales and market share goals for product |
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Term
| sources used for company& industry analysis |
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Definition
| annual reports, business and company resource center, datamonitor, lexis/nexis, marketline, market share reporter, mergent, netadvantage and tablebase here. |
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Term
| purpose of product/brand analysis |
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Definition
| determine how the product characteristics match up with consumers wants, needs and interests |
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Term
| product/brand analysis key focus on... in the ad business |
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Definition
-attributes
-functions
-image/brand personality
-reputation |
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Term
| basic purpose of competitive analysis |
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Definition
| understand what other companies and products are available in the market and how client's product compares |
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Term
| competitive analysis should include |
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Definition
-competition & their sales/share of market
-competition spendings
-media and vehicles used by competition
-media and vehicles used by them. |
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Term
| competitive analysis should use these reasearch resources. |
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Definition
| TNS media intelligence, tablebase, advertising red book |
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Term
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Definition
| long purchase cycle, high market share, brand loyal target, simple message, new product with mass appeal, dynamite creative, recognition |
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Term
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Definition
| short purchase cycle, low market share and loyalty, complex or boring message, high clutter, me-too brand, recall. |
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Term
| media objectives rationales and strategies includes |
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Definition
| budget objective (including why and how) |
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Term
| media objectives rationales and strategies includes |
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Definition
| budget objective (including why and how), geographic objective and media objectives. |
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Term
| what sources should be used for media obejectives, rationales and strategies |
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Definition
| SRDS and Local Market Audience Analyst... use media mark reporter for the scheduling/timing objective |
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Term
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Definition
| includes media flight plan flowchart, recomendations should be reported in terms of mothly reach and frequency |
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