IMC Planning
Top-Down, Bottom-Up, IMC (examples of what)
What are the three approaches to developing a marketing plan?
Facts, goals, audience, key messages
What are the components of the PR Agency Planning Model?
The percentage PR companies spend on budget research
What is 3 to 5 percent?
Individual at an ad agency primarily responsible for representing the consumer, focuses the creative process on nurturing a relationship between consumer and brand.
What is an account planner?
Inform, persuade, motivate, and achieve mutual understanding
What are goals of a Public Relations Communication Process?
Marketing results, marketing strategy, marketing tactics
What are components of a Bottom-Up Marketing Plan?
The nuts and bolts of a strategic plan. Describes the specific activities to achieve objectives.
What are tactics?
The total number of people you are sampling. The primary purpose in PR is to get indications of attitudes and opinions.
What is sample size?
Systematic gathering and analysis of information to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns.
What is advertising research?
Decreased tendency to reject the material from an untrustworthy source.
What is the sleeper effect in Public Relations?
Strengths, weaknesses, opportunities, threats
What are the four components of SWOT?
A type of objective that is awareness-based and attitude-based
What are informational objectives?
Uses larger, representative samples to quantify hypotheses and measure market variables. Ex: data for mathematical modeling and projections
What is Quantitative Research?
information that has previously been collected or published.
What is secondary data?
The market segment, or group within the segment, toward which all marketing efforts are directed.
What is the target market?
Refers to the place a brand occupies competitively in the minds of consumers.
What is company positioning?
To overcome a problem or negative situation; To conduct a specific, one-time project to launch a new product or service; To reinforce an ongoing effort to preserve its reputation and public support
What are 3 traditional prompts for launching a public relations program
Research information gained directly from the marketplace
What is primary research?
Uses small, nonrandom samples to explore behavior, perceptions, needs, and motivations of a target audience
What is qualitative research?
Awareness, interest, evaluation, trial, and adoption
What are the five stages of action in Public Relations?
Refers to specific short-term actions that will be used to achieve marketing objectives.
What are marketing tactics?
Situation, objectives, audience, strategy, tactics, calendar/timetable, budget, evaluation
What are the eight elements of a PR Programming Plan?
To prevent crisis, to test messages, to measure success.
What are reasons we do PR research?
Advertising Strategy Research, Creative Concept Research, Pretesting, Posttesting
What are the four categories of research in ad development?
Segmenting consumers by user status, use rate, purchase occasion, benefits sought
What is behavior segmentation?