adpr 3100 test 2

Strategic Planning

The process of defining an organization's direction and making decisions on allocating resources to pursue that direction.

Brand Equity

The value that stakeholders think and feel about a brand relative to the competition.

Creative Brief

A single page that summarizes product, competitors, campaign objectives, target market, current perception, desired perception, key features, benefits, and overall message.

Pioneering Stage

The stage in advertising where an idea is introduced that makes previous concepts outdated; focuses on creating awareness and educating consumers.

Competitive Stage

The advertising stage where competition is attracted; aims to increase sales and market share, focusing on unique features.

Retentive Stage

The advertising stage where the focus is on maintaining market share and consumer loyalty while attracting new customers.

Market Segmentation

The process of dividing a broad consumer or business market into sub-groups of consumers based on shared characteristics.

Cost Per Impression

A metric that varies depending on media choice, reflecting the cost associated with each exposure to an advertisement.

Gross Rating Points (GRPs)

A measure of the strength of a media buy, indicating the percentage of the target audience reached.

Traffic Audit Bureau (TAB)

An organization providing market-based traffic data and checks on sign visibility.

Awareness

The first step in communications objectives, which involves increasing recognition of a product or service.

Benefits

The good things made possible by a product's features; core reasons why customers purchase products.

Immediacy

The ability of newspapers to provide timely information through next-day publication.

Demographics

Statistical data relating to the population and particular groups within it, often used in market segmentation.

Frequency

The number of times an individual is exposed to an advertisement within a given time period.