Below are the learning exercises for Chapters 7 and 8 . What is required of you is to pick 5 of the following to talk about? Each one will require a 2 to 3 paragraph informational response. This will be in the form of an essay paper. The 1st page is the Title page, the content pages you will have each section separated with the question you have chosen, the last page will be a reference page. Some may require research. This is an assignment for grading.
Chapter 7 and 8
Compare and contrast top-down budgeting with bottom-up budgeting.
Describe when advertisers should use the percentage of sales and industry averages methods for budgeting.
Describe when advertisers should use the objective-and-task and stage-based spending methods for budgeting.
Describe and explain the factors that contribute to proper budget allocation and timing.
Explain the concept of the share of voice (SOV) and its importance to the budgeting process.
Explain the concept of return on investment (ROI) and its importance to the budgeting process.
Give two examples of how industries use return on investment (ROI) to measure how consumers interact with media.
Explain how the return on investment (ROI) makes advertising accountable.
List and describe four keys to using return on investment (ROI) successfully.
Summarize the benefits of a brand. Create one benefit list for the buyer and one benefit list for the advertiser/maker of the brand.
Describe what happens during situation analysis. Explain each of the various situations that are investigated.
Discuss each stage of the SWOTs process. How do you identify a competitive opportunity?
Describe the differences between marketing objectives and advertising objectives in formulating a marketing and promotion plan.
List and discuss the four phases of the DAGMAR model.
Compare and contrast creative objectives and media objectives.
Briefly discuss each of the four variables (Four Ps) that must be considered when constructing a marketing strategy.
Compare and contrast creative strategies and media strategies.
Describe the components and purpose of a creative brief. What are the differences between the creative brief and the creative director’s brief?
Use a step-by-step or model approach to characterize the asymmetric communications brief. Explain the difference between the noble purpose and the asymmetric communications brief. What is the main advantage of using this form?
