Advertising Campaigns , review exam

JMC 456 Advertising Campaigns _Part I Define the following:A. Branding _________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________B. Positioning ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________C. Media Plan ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________D. Creative Strategy ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________E. Demographics _____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________F. Psychographics/VALs _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________G. Unique Selling Point ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________H. Competitive Advantage ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________I. Universe/population _________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________J. Sample ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________K. Random sample ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________L. Pulsing __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________M. Flighting _________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Part II Brief discussionA1. Define ?advertising.? ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________A2. Define ?marketing.? _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________A3. Describe the relationship between advertising and marketing.______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________B1. What is a product benefit? __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________B2. What is a product feature? __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________B3. Which do consumers buy: features or benefits? Why? ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________C1. In proper order, list the needs in Maslow?s Hierarchy of Needs.______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________C2. Why do advertisers and their agencies need to know consumer/customer needs?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________D1. What is the difference between programmed (or routine) buying decisions and non-programmed(non-routine) buying decisions?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________D2. What implications do these two types of decisions have on advertising?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Part III Simple Media CalculationsThese formulas may be helpful.Sum of Ratings a2 b2 = c2x2 2xy y2 (Audience ÷ TVHH) x 100Cost of an ad ÷ rating (Cost of an ad ÷ audience) x 1,000(Audience ÷ HUT) x 100 (Rating ÷ 100) x Universe (or population TVHH)Reach x FrequencyTV market: Murray, Ky. TVHHs in market: 9,500Sample: 105 HHs with TV turned on: 88Program HHs Program HHsWPSD-TV Local 6 News 30 WSIL-TV News 10Wheel of Fortune 45 Entertainment Tonight 5KFVS-TV 12 News 25 NCIS 15Big Bang Theory 20 America Now 3A. Calculate the rating for Wheel of FortuneB. Calculate the share for NCISC. Assume that you place on ad in each of the shows listed above. Calculate the gross ratingpoint.D. What is the rating projection for WPSD-TV Local 6 News?E. Let?s say that we place a half-page ad in the Murray Ledger & Times that costs $675.00. TheLedger has a circulation of 7,300. Calculate the cost per thousand.
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JMC 456 Advertising Campaigns
Spring, 2018
___________________________________
Name
Review Exam: Due Monday, Jan. 22, 10:30 a.m.
Part I Define the following:
A. Branding __________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
B. Positioning _________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
C. Media Plan _________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
D. Creative Strategy ____________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
E. Demographics ______________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
F. Psychographics/VALs ________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
G. Unique Selling Point _________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
H. Competitive Advantage _______________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
I. Universe/population __________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
J. Sample ____________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
K. Random sample _____________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
L. Pulsing ___________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
M. Flighting __________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
Part II Brief discussion
A1. Define ?advertising.? _______________________________________________________
______________________________________________________________________________
____________________________________________________________________________
_____________________________________________________________________________
A2. Define ?marketing.? ________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
A3. Describe the relationship between advertising and marketing.
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
B1. What is a product benefit? ___________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
B2. What is a product feature? ___________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
B3. Which do consumers buy: features or benefits? Why? _____________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
C1. In proper order, list the needs in Maslow?s Hierarchy of Needs.
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
C2. Why do advertisers and their agencies need to know consumer/customer needs?
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
D1. What is the difference between programmed (or routine) buying decisions and non-programmed (non-routine) buying decisions?
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
D2. What implications do these two types of decisions have on advertising?
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
Part III Simple Media Calculations
These formulas may be helpful.
Sum of Ratings
x2 2xy y2
Cost of an ad ÷ rating
(Audience ÷ HUT) x 100
Reach x Frequency
a2 b2 = c2
(Audience ÷ TVHH) x 100
(Cost of an ad ÷ audience) x 1,000
(Rating ÷ 100) x Universe (or population TVHH)
TV market: Murray, Ky. TVHHs in market: 9,500
Sample: 105
HHs with TV turned on: 88
Program
WPSD-TV Local 6 News
Wheel of Fortune
KFVS-TV 12 News
Big Bang Theory
HHs
30
45
25
20
Program
WSIL-TV News
Entertainment Tonight
NCIS
America Now
HHs
10
5
15
3
A. Calculate the rating for Wheel of Fortune
B. Calculate the share for NCIS
C. Assume that you place on ad in each of the shows listed above. Calculate the gross rating
point.
D. What is the rating projection for WPSD-TV Local 6 News?
E. Let?s say that we place a half-page ad in the Murray Ledger & Times that costs $675.00. The
Ledger has a circulation of 7,300. Calculate the cost per thousand.

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