ADPR 3120 Study Guide - Final Guide: Product Placement, Trade Association, Mobile App

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Two components: survey the situation-gather relevant info, make sense of info, swot analysis, establish objectives. Read case, see data, and then evaluate what you need to find online-mintel, etc: go to company"s website, social media, also with the competitive set. Competitive expenditure chart: not competing with parent companies, competing with brands. Key decision areas: dividing the budget, across media, across markets, over time. Goals: meet our objectives, competitive advantage, what sets us apart, activation. Elements in a fixed budget scenario: reach, freq, continuity, scheduling, number of markets. Balancing elements since you are unable to maximize all. Strategic decision making areas: target market/audience, geography, national or regional, scheduling, media selection. Sometimes multiple targets are established: primary/secondary, purchasers vs decision makers, planner needs to identify different audiences based on task. Ethnic group decisions: differences in media usages in order to reach tm, ethnic media should be reflective of the culture.

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