ADV 318J Midterm: Exam4Review
Document Summary
Sales objectives: comm objectives: only legitimate objectives for advertising, objectives that enable a firm to make intelligent decisions about resource allocation must be stated in and ad plan in terms specific to the organization. Articulating such well-stated objectives is easier when advertising planners to the following: establish a quantitative benchmark, beginning w quantified measures of the current status of market share, awareness, attitude, etc . Increase the market share of heavy users of the product category using our brand from 22 to 25% : specify measurement methods and criteria for success, specify a time frame. Execution: the actual doing , making and placing of ads across all media. Evaluation: where an advertiser determines how the agency will be graded, what criteria will be applied and how long the agency will have to achieve the agreed-on objectives. The role of the agency in planning advertising and ibp.
