CDAE 128 CONSUMER AND ADVERTISING
STUDY GUIDE II PROFESSOR KOLODINSKY
I. ADVERTISING OBJECTIVES AND BUDGETS
1. What exactly is an advertising objective?
2. What is DAGMAR and how does it relate to advertising objectives?
3. What is an intervening variable? Identify some. Why do we use intervening variables as measures of advertising communication?
4. What are the major differences between marketing and advertising objectives?
5. In what instances might we state objectives in terms of behavior rather than communication?
6. Identify the 6 M's and identify how they relate to advertising objectives.
7. Why are sales often a poor measure of advertising effectiveness? WHEN MIGHT IT BE AN APPROPRIATE MEASURE?
8. How do intervening and behavioral variables relate to the hierarchy of effects of consumer buying behavior?
9. Identify five factors that can influence an advertising budget.
10.What is marginal analysis? How does it tie in with advertising budgets? Why is marginal analysis only used ineory, not
practice, but still taught to students as the appropriate way to formulate a budget?
11.How does the product lifecycle tie in with budget determination for an advertiser?
12.Which methods of budgeting take the product lifecycle into account?
13.Identify the methods of advertising budgeting we spoke of in class. What are the strengths and weaknesses of each?
14.Which methods are most related to the principles of DAGMAR? Why?
15.Identify reasons why two companies with the exact same product and financial structure might come up with two
completely different advertising budgets.
16.What is the most common budgeting technique in advertising? Why? Which is increasing in popularity? Why? Relate your answer to the function of advertising, the product lifecycle, and the competition.
II. CREATIVE STRATEGY/EXECUTION
1. What is a creative strategy? How does it differ from an objective or execution?
2. How do our foundations in "know the product; know the market" fit into the framework of creative strategies
3. Why do we say that advertising is really an embellishment of facts? What does this mean?
4. What is the consumer buying equation? How does it relate to creative strategy?
5. Why is the golden rule of creative strategy development "Don't give me attributes, give me benefits"? Relate this to Q. 5.
6. How does the creative strategy relate to advertising objectives?
7. What is the BIG IDEA? How does it relate to advertising execution?
8. How do objectives and creative strategies relate to execution?
9.Identify the three major areas of appeals and the 13 different advertising executions. Give examples of each. I suggest you
look at some ads in all types of media for this one. PRACTICE!
10.When is the best time to test an ad?
11.When creating copy, what are some of the approaches you might follow? Give examples of each.
12.Using rum in a drink instead of tequila and emphasizing good taste, illustrating a good time, and offering a coupon utilizes
which of the techniques you outlined in 12, above?
13.What are the five guidelines you should follow when evaluating the comprehensive layout of an ad? Which is most
important, if you had to choose one? WHY?
14.What are the phases of advertising production? In general, what occurs at each stage?
15.Identify tests of recognition , recall, persuasion, and purchase behavior. Identify positive and negative aspects of each.
16.Identify tests appropriate at each stage of the hierarchy of purchase behavior.
17.We talked about the ABCs of advertising headlines. What are they? What is the purpose of the headline?
18.Review the various copy testing methods. Which methods are used for measuring awareness? brand comprehension?
purchase intentions?