Brief consists of brand legacy-executional considerations

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1. In general, advertising campaigns can achieve all of the following objectives, except:

Desire to buy

Reverse negative beliefs

Consumer interest

Product awareness

Product purchases

2. In most marketing organizations, a creative brief consists of brand legacy, executional considerations, profiles of key customer groups, profiles of key competitors, and:

Agency of record

Copy strategy

Consumer insights

List of taglines

Situation statement

3. It has been said that making appropriate media buys is more important than good creativity. That is probably an overstatement, but when and where marketing managers decide to show their advertising can have a huge impact on sales. When making decisions about where and when, marketing managers consider all of the following, except:

MBI, Media Buy Index

TRP, Target Rating Points

CPC, Cost Per Click

GRP, Gross Rating Points

CPM, Cost-Per-thousand Impressions

4. At companies like Procter & Gamble, Integrated Marketing Communication refers to:

Matching communications goals between advertiser and an ad agency.

Targeting multiple ethnic groups in a communications plan.

All of the marketing managers in a company using a cooperative communications plan.

Deliberately orchestrating all the promotional tools to improve sales for a product.

Reference no: EM132261679

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