Discuss the concerns faced by a marketing manager when determining ad message content. Discuss and differentiate the three common forms of advertising appeal. Discuss the concerns faced by a marketing manager when creating the actual ad message. Discuss the concerns faced by, and define any specific terms of considerations used by, a marketing manager when selecting the right media to which the advertising message will be conveyed to the target audience. Name and discuss each of the 8+ different types of media alternatives (as in the textbook) and the advantages and disadvantages of each. Differentiate reach and frequency in terms of purchasing (or selling) media. Regarding the scheduling of an advertisement define and discuss the following: buyer turnover, purchase frequency, forgetting rate, concerns when setting media schedules for an advertisement, the three basic approaches to scheduling media: continuous (steady); flighting (intermittent); and pulse (burst) and give applications advantages when each would be appropriate to advertising a certain product or service. Discuss the marketing manager's concerns when executing the advertising program in terms of various types of pretests; and determining who is going to carry out the responsibilities of executing (implementing) the advertising program: in-house, an outside full-service ad agency, combination in- house and limited-service outside agency. Discuss the concept of cooperative advertising. What is the meaning of the term, infomercial? Why is local advertising efforts by resellers desired by national manufactures when the national advertiser wants to run an ad in a local newspaper?
What issues are faced by a marketing manager in assessing the advertising program once it has been implemented (executed) in terms of post-testing and 5 types of posttests? Which of these are the best posttest for 'product sales' ads. And how does a marketing manager know in the assessment stage if an advertising program needs to be changed? In regard to sales promotion as a promotional mix element, what is meant by sales promotion and what are the two major types of sales promotions, name, discuss and differentiate these two major types. Discuss the strengths and weaknesses of each type. In regard to consumer-oriented sales promotion efforts, discuss the variety of 10 of them as discussed in the textbook, and do so specifying the advantages and disadvantages of each and under what market conditions each of them are typically used. In regard to trade-oriented sales promotion efforts, discuss the variety of 4 allowances that manufacturers (or other intermediaries) give their intermediary clients (purchasers) as discussed in the textbook, and do so specifying the advantages and disadvantages of each and under what market conditions each of them are typically used.
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- Spring '08