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Solution Manual for Canadian Advertising in Action 11th Edition by Keith J. Tuckwell

Solution Manual for Canadian Advertising in Action 11th Edition by Keith J. Tuckwell

Praised for its clear writing style and solid Canadian examples, Advertising in Action provides a clear picture of the advertising industry. This book is ideal for courses that focus primarily on advertising while introducing students to the broader topic of integrated marketing communications.   Similar to previous editions, the book remains student-friendly. Key concepts are presented in easy-to-read language and numerous examples and illustrations, written and visual, are included to demonstrate key concepts and related advertising and marketing communications strategies.

  1. Canadian Advertising in Action
  2. Canadian Advertising in Action
  3. Brief Contents
  4. Contents
  5. Preface
  6. Is This Book for Your Students?
  7. New to This Edition
  8. Key Features
  9. Success Stories Dramatize Advertising Practice
  10. Pedagogy
  11. Organization
  12. Supplements
  13. Part 1 Advertising and Marketing Communications Today
  14. Chapter 1 Advertising in a Marketing Communications Environment
  15. Learning Objectives
  16. Advertising Today
  17. Defining Advertising and Its Role in Business
  18. Advertising and Integrated Marketing Communications
  19. Advertising
  20. Online (Interactive) Communications
  21. Direct Response Communications
  22. Public Relations
  23. Sales Promotion
  24. Personal Selling
  25. Experiential Marketing
  26. Using Advertising Effectively
  27. Market (Product Category) Demand
  28. Product Life Cycle
  29. Introduction Stage
  30. Growth Stage
  31. Maturity Stage
  32. Decline Stage
  33. Competitive Advantage
  34. Competitive Environment
  35. Product Quality
  36. Management Commitment
  37. Issues and Trends Influencing Contemporary Advertising Planning
  38. Transition to Integrated Marketing Communications
  39. Lifestyle Change and Its Impact on Media Consumption
  40. Technology: The Internet as Content Distributor for All Media
  41. Advertising Is Becoming More Analytic in Nature
  42. The Issue of Privacy
  43. Social Media and Its Influence
  44. The Delivery of Inappropriate or Controversial Messages
  45. Sex in Advertising
  46. Dangerous or Disturbing Messages
  47. Misleading Advertising
  48. Laws and Regulations
  49. Canadian Radio-television and Telecommunications Commission (CRTC)
  50. Advertising Standards Canada
  51. Competition Bureau
  52. Summary
  53. Key Terms
  54. Review Questions
  55. Discussion Questions
  56. Chapter 2 The Advertising Industry
  57. Learning Objectives
  58. Composition of the Advertising Industry
  59. Advertisers (The Clients)
  60. Advertising Agencies
  61. The Media
  62. Advertising Support Companies
  63. Media Support Services
  64. Research and Audience Measurement Companies
  65. Client-Side Advertising Management
  66. Client Responsibilities in the Advertising Planning Process
  67. Brief Agency on Assignments
  68. Coordinate Advertising Strategies with Other Marketing Communications Strategies
  69. Monitor the Advertising Program
  70. Evaluate the Advertising Program
  71. Liaise with the Advertising Agency
  72. Advertising Agency Roles and Responsibilities
  73. Provide Experience and Expertise in Communications
  74. Provide Planning Assistance
  75. Provide Objectivity in the Planning Process
  76. Promote Active Liaison with Clients
  77. Client–Agency Relationships
  78. Types of Advertising Agencies
  79. Full-Service Agencies
  80. Account Management
  81. Creative Department
  82. Media Department
  83. Creative Boutiques
  84. Media Buying Service
  85. Marketing Communications Specialists: Direct Response, Digital, and Experiential
  86. Industry and Market Specialists
  87. The Generalist or the Specialist
  88. Managing the Client’s Business
  89. Agency Teams
  90. Competing Accounts
  91. Agency of Record
  92. Agency Compensation
  93. The Commission System
  94. The Fee System
  95. Payment by Results (PBR)
  96. Summary
  97. Key Terms
  98. Review Questions
  99. Discussion Questions
  100. Part 2 Marketing Communications Planning
  101. Chapter 3 Consumer Behaviour Concepts and Target Marketing
  102. Learning Objectives
  103. Consumer Buying Behaviour
  104. Needs and Motives
  105. Personality and Self-Concept
  106. Attitudes and Perceptions
  107. Reference Groups
  108. Family
  109. Identifying and Selecting Target Markets
  110. Demographic Segmentation
  111. Psychographic Segmentation
  112. Geographic Segmentation
  113. Behaviour-Response Segmentation
  114. Direct Segmentation
  115. Market Positioning Concepts
  116. Positioning and Marketing Communications
  117. Head-on Positioning (Comparative Positioning)
  118. Brand Leadership Positioning
  119. Product Differentiation Positioning
  120. Innovation Positioning
  121. Lifestyle Positioning
  122. Repositioning
  123. Summary
  124. Key Terms
  125. Review Questions
  126. Discussion Questions
  127. Chapter 4 Strategic Planning Concepts for Marketing Communications
  128. Learning Objectives
  129. Business Planning Process
  130. Strategic Planning
  131. The Corporate Plan
  132. Corporate Objectives
  133. Corporate Strategies
  134. Marketing Planning
  135. Market Background—Situation Analysis
  136. External Influences
  137. Market Analysis
  138. Target Market Analysis
  139. Product Analysis
  140. Competitor Analysis
  141. SWOT Analysis
  142. The Marketing Plan
  143. Positioning Statement
  144. Target Market Profile
  145. Marketing Objectives
  146. Marketing Strategies
  147. Marketing Execution
  148. Financial Summary and Budget Allocation
  149. Marketing Control and Evaluation
  150. Marketing Communications Planning
  151. The Marketing Communications Plan
  152. Marketing Communications Objectives
  153. Marketing Communications Strategies
  154. Advertising Objectives
  155. Creative Plan
  156. Media Plan
  157. Interactive Communications Plan
  158. Direct Response Plan
  159. Sales Promotion Plan
  160. Public Relations Plan
  161. Experiential Marketing (Events and Sponsorships) Plan
  162. Personal Selling Plan
  163. Summary
  164. Key Terms
  165. Review Questions
  166. Discussion Questions
  167. Part 3 Creating the Message
  168. Chapter 5 Creative Planning Essentials
  169. Learning Objectives
  170. The Creative Development Process and Client–Agency Responsibilities
  171. Client Responsibility
  172. Agency Responsibility
  173. The Creative Brief
  174. Market Information
  175. Market Profile
  176. Product Profile
  177. Competitor Profile
  178. Target Market Profile
  179. Budget
  180. Problem Identification or Challenge Statement
  181. Advertising Objectives
  182. Positioning Strategy Statement
  183. Creative Objectives
  184. Creative Strategy
  185. Positive Appeals
  186. Negative Appeals
  187. Factual Appeals
  188. Comparative Appeals
  189. Humorous Appeals
  190. Emotional Appeals
  191. Sexual Appeals
  192. Lifestyle Appeals
  193. Creative Execution
  194. Tactical Considerations
  195. Production Considerations
  196. Testimonials
  197. Endorsements
  198. Product Demonstration
  199. Product-as-Hero
  200. Product Comparisons
  201. Preproduction Creative Execution
  202. Creative Evaluation and Research
  203. Client Evaluation
  204. Research Techniques
  205. Recognition and Recall Testing
  206. Opinion-Measure Testing
  207. Physiological Testing
  208. Inquiry Tests (Split-Run Tests)
  209. Controlled Experiments
  210. Summary
  211. Key Terms
  212. Review Questions
  213. Discussion Questions
  214. Chapter 6 Design, Layout, and Production
  215. Learning Objectives
  216. Magazine and Newspaper Advertising
  217. The Copywriting Function
  218. Headlines
  219. Subheadlines
  220. Body Copy
  221. Signature
  222. The Art Direction Function
  223. Design Principles Affecting Layouts
  224. Balance
  225. Flow
  226. Unity
  227. Colour, Contrast, and White Space
  228. Size
  229. Bleed Pages
  230. Photography versus Artwork
  231. Clarity and Simplicity
  232. Types of Layouts
  233. Poster
  234. Vertical Split
  235. Horizontal Split
  236. Multiple Illustrations
  237. Long Copy
  238. Insert Layout
  239. Out-of-Home Advertising
  240. Outdoor Posters
  241. Transit Advertising
  242. Point-of-Purchase Advertising
  243. Direct Response Print Advertising
  244. Television Advertising
  245. Designing Television Commercials
  246. Creative Considerations for Television
  247. Unity
  248. Integration of Audio, Video, and Special Effects
  249. Pace
  250. Live Action or Animation
  251. Keeping It Simple
  252. Styles of Commercials
  253. Television Production Stages
  254. Cost Quotations
  255. Pre-production
  256. Production
  257. Post-production
  258. Direct Response Television Advertising
  259. Radio Advertising
  260. Creative Considerations for Radio Commercials
  261. Types of Radio Commercials
  262. Musical Commercials
  263. Slice-of-Life Commercials
  264. Straight Announcements
  265. Personality Announcements
  266. The Internet
  267. Banner Ads
  268. Video Advertising
  269. Websites
  270. Viral Marketing
  271. Summary
  272. Key Terms
  273. Review Questions
  274. Discussion Questions
  275. Part 4 Communicating the Message: Planning Message Placement
  276. Chapter 7 Media Planning Essentials
  277. Learning Objectives
  278. Key Trends Influencing Media Planning Today
  279. Intelligent Application of Data
  280. The Rise of Video
  281. Media Planning Process
  282. Market Profile
  283. Product Media Profile
  284. Competitors’ Media Profile
  285. Target Market Profile
  286. Media Objectives
  287. Media Budget
  288. The Media Plan
  289. Media Objectives
  290. Media Strategy
  291. Target Market
  292. Shotgun Strategy
  293. Profile-Matching Strategy
  294. Rifle Strategy
  295. Nature of Advertising Message
  296. Reach/Frequency/Continuity
  297. Reach
  298. Frequency
  299. Impressions
  300. Gross Rating Points
  301. Continuity
  302. Engagement
  303. Market Coverage
  304. National Coverage
  305. Regional Coverage
  306. Key Market Plan
  307. Selective Coverage Plan
  308. Best Time to Reach Target
  309. Even Schedule
  310. Skip Schedule
  311. Pulse Schedule
  312. Seasonal Schedule
  313. Build-up Schedule
  314. Blitz Schedule
  315. Competitive Media Strategies
  316. Flexibility
  317. Media Alternatives
  318. Budget
  319. Media Execution
  320. Media Selection Process
  321. Media Scheduling and Budgeting
  322. Media Buying
  323. The Role of Computers in Media Planning
  324. The Media Budget
  325. Factors Affecting Budget Size
  326. Size of Customer Base
  327. Degree of Competition
  328. Stage in the Product Life Cycle
  329. Product Characteristics
  330. Management Philosophy about Advertising
  331. Budgeting Methods
  332. Percentage of Sales
  333. Fixed Sum per Unit Sold
  334. Industry Average (Competitor Spending)
  335. Task (Objective) Method
  336. Share of Advertising (or Voice)/Share of Market
  337. Summary
  338. Key Terms
  339. Review Questions
  340. Discussion Questions
  341. Chapter 8 Print Media: Newspapers and Magazines
  342. Learning Objectives
  343. Newspapers in Canada
  344. Newspaper Formats
  345. Newspaper Readership Highlights
  346. Types of Newspaper Advertising
  347. National Advertising
  348. Retail Advertising
  349. Classified Advertising
  350. Preprinted Inserts
  351. Sponsored Content
  352. Newspapers as an Advertising Medium
  353. Advantages of Newspapers
  354. Geographic Selectivity
  355. Coverage and Reach
  356. Engagement
  357. Flexibility
  358. Creative and Merchandising Considerations
  359. Editorial Support
  360. Suitability for Small Advertisers
  361. Disadvantages of Newspapers
  362. Short Lifespan
  363. Lack of Target Market Orientation
  364. Clutter
  365. Poor Reproduction Quality
  366. High Cost
  367. Buying Newspaper Space
  368. Determining Space Size
  369. Rate Schedules
  370. Rates Based on Descriptive Sizes
  371. Position Charges
  372. Colour Charges
  373. Preprinted Inserts
  374. Digital Newspaper Advertising
  375. Insertion Orders
  376. Comparing Newspapers for Efficiency
  377. Magazines in Canada
  378. Content and Audience Reached
  379. Consumer Magazines
  380. Business Magazines
  381. Circulation Base (Distribution)
  382. Frequency of Publication and Regional Editions
  383. Size and Format
  384. Magazine Circulation and Readership Highlights
  385. Magazines as an Advertising Medium
  386. Advantages of Magazines
  387. Target Market Selectivity
  388. Geographic Flexibility
  389. Lifespan
  390. Engagement
  391. Quality of Reproduction
  392. Creative Considerations
  393. Pass-Along Readership
  394. Disadvantages of Magazines
  395. Lead Time
  396. Clutter
  397. Cost
  398. Frequency
  399. Advertising Features Offered by Magazines
  400. Bleeds
  401. Gatefolds
  402. Preferred Positions
  403. Inserts and Reply Cards
  404. Buying Magazine Space
  405. Size of an Advertisement and Rate Schedules
  406. Discounts
  407. Position Charges
  408. Magazine Buying Illustrations
  409. Space Contracts and the Magazine Short Rate
  410. Magazine Insertion Orders
  411. Comparing Magazines for Efficiency
  412. Technology and the Print Media
  413. Summary
  414. Key Terms
  415. Review Questions
  416. Discussion Questions
  417. Chapter 9 Broadcast Media: Television and Radio
  418. Learning Objectives
  419. The Canadian Television Market
  420. Trends Affecting Television and Television Advertising
  421. Audience Fragmentation
  422. Commercial Avoidance and Personal Video Recorders
  423. Alternative Viewing Behaviour and Video Viewing
  424. Mobile Media
  425. Media Convergence
  426. Television Viewing Highlights
  427. Television as an Advertising Medium
  428. Advantages of Television
  429. Impact and Effectiveness of Messages
  430. High Reach
  431. Frequency Potential
  432. Some Demographic Selectivity
  433. Coverage Flexibility
  434. Demonstration Capability
  435. Disadvantages of Television
  436. High Cost
  437. Clutter
  438. Lack of Target Market Selectivity
  439. Audience Fragmentation
  440. Commercial Avoidance
  441. Lack of Planning Flexibility
  442. Creative Limitations
  443. Television Advertising Alternatives
  444. Network Advertising
  445. National Spot or Selective Spot Advertising
  446. Local Advertising
  447. Sponsorship Opportunities
  448. Product Placement and Branded Content
  449. Television Advertising Rates and Buying Procedures
  450. Influences on Television Advertising Rates
  451. Supply and Demand
  452. Nature of the Advertising Purchase
  453. Types of Programs
  454. Dayparts (Time of Day)
  455. Length of Commercial
  456. Buying Television Time
  457. National and Regional Network Rates
  458. Local Market Television Rates
  459. Gross Rating Points
  460. Discounts Offered by Television
  461. Frequency, Volume, and Continuity Discounts
  462. Seasonal Discounts
  463. Package Plans
  464. ROS (Run of Schedule)
  465. Pre-emption Rates
  466. Media Optimizers: A Planning Tool
  467. The Canadian Radio Market
  468. Trends Influencing the Radio Industry
  469. Internet and Digital Radio
  470. Satellite Radio
  471. Radio Listening Highlights
  472. AM Versus FM
  473. Tuning Hours: How Much, When, and Where
  474. Radio Station Formats
  475. Radio as an Advertising Medium
  476. Advantages of Radio
  477. Target Market Selectivity
  478. Reach Potential
  479. Frequency
  480. Cost
  481. Flexibility
  482. Disadvantages of Radio
  483. Audience Fragmentation
  484. Message Retention
  485. Media Planning Considerations
  486. Radio Advertising Rates and Buying Procedures
  487. Influences on Radio Advertising Rates
  488. Seasonal Rate Structures
  489. Dayparts
  490. Reach Plans
  491. Type of Advertiser
  492. Discounts Offered by Radio
  493. Buying Radio Time
  494. Example One: Buying Information
  495. Example Two
  496. Cost Calculations for Plan A
  497. Cost Calculations for Plan B
  498. Summary
  499. Key Terms
  500. Review Questions
  501. Discussion Questions
  502. Chapter 10 Out-of-Home Media
  503. Learning Objectives
  504. Outdoor Media Research
  505. Outdoor Advertising
  506. Posters
  507. Backlit Posters
  508. Superboards
  509. Transit Shelters
  510. Digital Signs
  511. Digital Video Displays
  512. Street-Level Advertising
  513. Wall Banners and Murals
  514. Mall Posters
  515. Outdoor as an Advertising Medium
  516. Advantages of Outdoor Advertising
  517. Target Reach and Frequency
  518. Targeting Flexibility
  519. Size and Quality of Message
  520. Compatibility with Other Media
  521. Creating Product Awareness
  522. Cost
  523. Content Flexibility
  524. Disadvantages of Outdoor Advertising
  525. Creative Limitations
  526. Lack of Target Market Selectivity
  527. Costs
  528. Lack of Prestige
  529. Unobtrusive Medium
  530. Buying Outdoor Media Space
  531. Outdoor Advertising—Rates and Discounts
  532. Transit Advertising
  533. Interior Cards
  534. Exterior Bus Posters
  535. Vinyl Transit Wraps
  536. Station Posters and Backlits
  537. Subway—Digital Screens
  538. Innovation and Station Domination
  539. Transit as an Advertising Medium
  540. Advantages of Transit
  541. Continuous Exposure and Creativity
  542. Reach and Frequency
  543. Flexibility
  544. Market Coverage
  545. Cost
  546. Disadvantages of Transit
  547. Lack of Target Market Selectivity
  548. Media Environment
  549. Creative Limitations
  550. Buying Transit Advertising
  551. Media Buying Illustrations
  552. Other Forms of Out-of-Home Advertising
  553. Airport Display Advertising
  554. Washroom Advertising
  555. Elevator Advertising
  556. Sports and Arena Advertising
  557. Cinema Advertising
  558. Wild Postings
  559. At-Retail Media
  560. Digital Displays
  561. Exterior Signs
  562. Display Shippers
  563. Display Cards
  564. Other At-Retail Media
  565. At-Retail Media as an Advertising Medium
  566. Advantages of At-Retail Media
  567. Impulse Purchasing
  568. Message Reinforcement
  569. Message Receptiveness
  570. Last Chance (Deciding Factor) in Sale
  571. Merchandise Tie-ins
  572. Disadvantages of At-Retail Media
  573. Placement
  574. Clutter
  575. Waste
  576. Summary
  577. Key Terms
  578. Review Questions
  579. Discussion Questions
  580. Chapter 11 Direct Response Media
  581. Learning Objectives
  582. Direct Response Advertising
  583. Direct Mail
  584. Envelope
  585. Sales Letter
  586. Leaflets and Folders
  587. Order Form
  588. Postage-Paid Return Envelope
  589. Statement Stuffers
  590. DVDs
  591. Direct Mail Strategy
  592. Direct Mail as an Advertising Medium
  593. Advantages of Direct Mail
  594. Audience Selectivity
  595. High Reach
  596. Geographic Flexibility
  597. Creative Flexibility
  598. Distribution of Incentives
  599. Exclusivity
  600. Measurability
  601. Disadvantages of Direct Mail
  602. High Cost per Exposure
  603. Absence of Editorial Support
  604. Image and Lifespan
  605. Buying Direct Mail
  606. Obtaining Direct Mail Lists
  607. Internal Sources
  608. External Sources
  609. Response Lists
  610. Circulation Lists
  611. Compiled Lists
  612. Production
  613. Distribution
  614. Media Buying: Cooperative Direct Mail—An Example
  615. Information: Valassis Canada Inc. Cooperative Mailing
  616. Cost Calculations
  617. Direct Response Television
  618. Direct Response Print Media
  619. Direct Response Interactive
  620. Telemarketing
  621. Catalogues and Magazines
  622. Summary
  623. Key Terms
  624. Review Questions
  625. Discussion Questions
  626. Chapter 12 Interactive Media
  627. Learning Objectives
  628. Internet Advertising in Canada
  629. Interactive Communications Planning
  630. Targeting Online
  631. Interactive Communications Objectives
  632. Creating Brand Awareness
  633. Building and Enhancing Brand Image
  634. Offering Incentives
  635. Generating Leads
  636. Conducting Transactions
  637. Online Advertising Strategies
  638. Search Advertising
  639. Display Advertising
  640. Video Ads
  641. Sponsorships
  642. Email Advertising
  643. Content Marketing: Websites and Social Media
  644. The Internet as an Advertising Medium
  645. Advantages of Online Advertising
  646. Targeting Capability
  647. Broad Reach
  648. Depth of Content
  649. Timing
  650. Interactivity and Action
  651. Tracking and Measurement
  652. Disadvantages of Online Advertising
  653. Low Click Rates
  654. Advertising Overload
  655. Consumer Frustration
  656. Privacy Concerns
  657. Too Measurable
  658. Internet Advertising Rates and Media Buying
  659. CPM Model
  660. Example 1
  661. Example 2
  662. Pay-for-Performance Model
  663. Flat-Fee Model
  664. Programmatic Media Buying
  665. Social Media Networks
  666. Advertisers Must Adapt to the Social Media Environment
  667. Types of Social Network Advertising and Marketing Communications
  668. Display Advertising
  669. Suggested Posts and Sponsored Posts in a Newsfeed
  670. Video Ads (Autoplay)
  671. Brand Page (Fan Page)
  672. Company Blogs
  673. YouTube Channels
  674. Viral Marketing and Communications
  675. Buying Social Media Advertising
  676. Benefits and Drawbacks of Social Media Advertising
  677. Measuring the Impact of Social Media Communications
  678. Mobile Communications
  679. Mobile Communications Opportunities
  680. Text Ads
  681. Banners and Graphical Banners
  682. Video Ads
  683. Mobile Applications
  684. QR Codes
  685. Video Game Advertising (Advergaming)
  686. Summary
  687. Key Terms
  688. Review Questions
  689. Discussion Questions
  690. Part 5 Communicating the Message: Integrated Media Choices
  691. Chapter 13 Sales Promotion
  692. Learning Objectives
  693. Sales Promotion
  694. Sales Promotion Planning
  695. Promotion Objectives
  696. Promotion Strategy
  697. Consumer Promotion Planning
  698. Types of Consumer Promotion Activity
  699. Coupons
  700. Free Samples
  701. Contests
  702. Cash Refunds (Rebates)
  703. Premium Offers
  704. Frequent-Buyer (Loyalty) Programs
  705. Delayed Payment Incentives
  706. Combination Offers
  707. Trade Promotion Planning
  708. Types of Trade Promotion Activity
  709. Trade Allowance
  710. Performance Allowance
  711. Cooperative Advertising Allowance
  712. Retail In-Ad Coupons
  713. Dealer Premiums
  714. Collateral Material
  715. Dealer-Display Material (Point of Purchase)
  716. Trade Shows
  717. Branded Promotion Merchandise
  718. Sales Promotions and Media Strategy
  719. Broadcast Media
  720. Print Media
  721. Online Media
  722. Sales Promotion Integration with Marketing Communications
  723. Frequency of Promotion Activity
  724. Brand Image and Promotions
  725. Building Brand Equity
  726. Summary
  727. Key Terms
  728. Review Questions
  729. Discussion Questions
  730. Chapter 14 Public Relations and Experiential Marketing
  731. Learning Objectives
  732. Defining Public Relations
  733. The Role of Public Relations
  734. Corporate Public Relations
  735. Reputation Management
  736. Product Publicity
  737. Product Placement, Branded Content, and Product Seeding
  738. Community Relations
  739. Fundraising
  740. Public Relations Planning
  741. Situation Analysis
  742. Establishing Objectives
  743. Developing the Public Relations Strategy
  744. Executing the Plan
  745. Evaluating Effectiveness
  746. The Tools of the Trade
  747. Press Releases
  748. Press Conferences
  749. Websites
  750. Social Media
  751. Annual Reports and Other Publications
  752. Public Relations as a Communications Medium
  753. Advantages of Public Relations
  754. Disadvantages of Public Relations
  755. Experiential Marketing
  756. Event Marketing and Sponsorships
  757. Sports Sponsorship
  758. Festival and Fair Sponsorship
  759. Cause Marketing Sponsorships
  760. Arts and Culture Sponsorship
  761. Entertainment Sponsorship
  762. Strategic Considerations for Event Marketing and Sponsorships
  763. Measuring the Benefits of Event Marketing and Sponsorship
  764. Event Marketing and Sponsorship as a Communications Medium
  765. Advantages of Event Marketing and Sponsorship
  766. Disadvantages of Event Marketing and Sponsorship
  767. Summary
  768. Key Terms
  769. Review Questions
  770. Discussion Questions
  771. Appendix I Marketing Communications Plan Schick Quattro Razor
  772. Marketing Background
  773. Market Size and Growth
  774. Market Segments
  775. External Environments Influencing the Razor Market
  776. Health and Wellness
  777. Demographic Trends
  778. Societal Attitudes
  779. Market Share
  780. Consumer Data
  781. Competitor Analysis
  782. Competitor Activity Assessment
  783. Gillette
  784. Product
  785. Price
  786. Distribution
  787. Marketing Communications
  788. Online Competition
  789. Brand Activity Assessment—Schick Quattro
  790. Product
  791. Price
  792. Distribution
  793. Marketing Communications
  794. Marketing Plan
  795. Marketing Objectives
  796. Target Market Profile
  797. Primary Target Market
  798. Demographics
  799. Psychographics
  800. Geographics
  801. Behaviour Response
  802. Secondary Target
  803. Marketing Communications Strategy
  804. Positioning Strategy
  805. Communications Mix
  806. Budget
  807. Advertising Objectives
  808. Creative Plan
  809. Creative Objectives
  810. Key Benefit Statement
  811. Support Claims Statement
  812. Creative Strategy
  813. Image
  814. Theme
  815. Tone and Style
  816. Appeal Techniques
  817. Slogan
  818. Creative Execution
  819. Media Plan
  820. Budget
  821. Media Objectives
  822. Who
  823. What
  824. When
  825. Where
  826. How
  827. Media Strategy
  828. Target Market Strategy
  829. Market Coverage
  830. Timing
  831. Reach/Frequency/Continuity
  832. Media Selection Rationale
  833. Media Rejection Rationale
  834. Media Execution
  835. Sales Promotion Plan
  836. Consumer Promotion Objectives
  837. Trade Promotion Objectives
  838. Sales Promotion Strategy
  839. Sales Promotion Execution
  840. Coupons
  841. Contests
  842. Trade Allowances
  843. Point-of-Purchase Material
  844. Public Relations Plan
  845. Public Relations Objectives
  846. Public Relations Strategy
  847. Public Relations Execution
  848. Exhibits: Media Execution and Other Marketing Communications Execution
  849. Appendix II Advertising Regulations
  850. Advertising Standards Canada
  851. Canadian Code of Advertising Standards
  852. Scope of the Code
  853. Gender Portrayal Guidelines
  854. Broadcast Code for Advertising to Children
  855. Factual Presentation
  856. Avoiding Undue Pressure
  857. Scheduling
  858. Use of Program Characters, Advertising-Generated Characters, and Personal Endorsements
  859. Safety
  860. Social Values
  861. Other Codes and Guidelines
  862. The Complaint Process
  863. Where to Write
  864. Appendix III Glossary
  865. Index
  866. A
  867. B
  868. C
  869. D
  870. E
  871. F
  872. G
  873. H
  874. I
  875. J
  876. K
  877. L
  878. M
  879. N
  880. O
  881. P
  882. Q
  883. R
  884. S
  885. T
  886. U
  887. V
  888. W
  889. Y
  890. Z
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