Advertsing Exam 2

Advertsing Exam 2 - Exam 2 Review 1. Ad campaigns What are...

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Exam 2 Review 1. Ad campaigns What are they? -structured, sequential, series of persuasive communications. All elements share objective and strategy. 2. Advertising agencies What are some of the departments (creative. ..account. ..media) of an ad agency? -account management- responsible for understanding client’s business, marketing needs, and client’s POV -creative services- responsible for creating and producing the print and broadcast ads. Nontraditional ads. -media planning and buying- analyzes and pinpoints target markets, produces media pan for investing client’s dollars. -research- assigned to accounts, as needed, to gather and analyze data important to the business. 3. Advertising budgets How do advertisers set budgets? -how much will be spent overall on campaign. -how much will be spent in each medium used. 4. Advertising plans What are elements of an ad plan? -based on marketing plan that outlines 5 P’s. -written by agent or client. -contain the strategies. -rationale for the strategies. -actions that implement strategies. 5. Cause marketing Why use it? What are benefits and drawbacks of cause marketing? -connects your business to something positive. -Positive- doing the right thing. -Negative- using social ills to sell products.
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This note was uploaded on 03/31/2008 for the course ADV. 230 taught by Professor Newell during the Spring '08 term at Iowa State.

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Advertsing Exam 2 - Exam 2 Review 1. Ad campaigns What are...

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