1. Compare and contrast top-down budgeting with bottom-up budgeting. 2. Describe when advertisers should use the percentage of sales and industry averages methods for budgeting. 3. Describe when advertisers should use the objective-and-task and stage-based spending methods for budgeting. 1 4. Describe and explain the factors that contribute to proper budget allocation and timing. 5. Explain the concept of the share of voice (SOV) and its importance to the budgeting process. 6. Explain the concept of return on investment (ROI) and its importance to the budgeting process. 7. Give two examples of how industries use return on investment (ROI) to measure how consumers interact with media. 8. Explain how the return on investment (ROI) makes advertising accountable. 9. List and describe four keys to using return on investment (ROI) successfully. 10. Summarize the benefits of a brand. Create one benefit list for the buyer and one benefit list for the advertiser/maker of the brand. 11. Describe what happens during situation analysis. Explain each of the various situations that are investigated. 12. Discuss each stage of the SWOTS process. How do you identify a competitive opportunity? 13. Describe the differences between marketing objectives and advertising objectives in formulating a marketing and promotion plan. 14. List and discuss the four phases of the DAGMAR model. 15. Compare and contrast creative objectives and media objectives. 16. Briefly discuss each of the four variables (Four Ps) that must be considered when constructing a marketing strategy. 5:15 PM

1. Compare and contrast top-down budgeting with bottom-up budgeting. 2. Describe when advertisers should use the percentage of sales and industry averages methods for budgeting. 3. Describe when advertisers should use the objective-and-task and stage-based spending methods for budgeting. 4. Describe and explain the factors that contribute to proper budget allocation and timing. 5. Explain the concept of the share of voice (SOV) and its importance to the budgeting process. 6. Explain the concept of return on investment (ROI) and its importance to the budgeting process. 7. Give two examples of how industries use return on investment (ROI) to measure how consumers interact with media. 8. Explain how the return on investment (ROI) makes advertising accountable 9. List and describe four keys to using return on investment (ROH) successfully. 10. Summarize the benefits of a brand. Create one benefit list for the buyer raind one benefit list for the advertiser/maker of the brand: 11. Describe what happens during situation analysis, Explain each of the various situations that are investigated. 12. Discuss each stage of the SWOT process. How do you identify a competitive opportunity? 13. Describe the differences between marketing objectives and advertising objectives in formulating a marketing and promotion plan. 14. List and discuss the four phases of the DAGMAR model 15. Compare and contrast creative objectives and media objectives. 16. Eriefly discuss each of the four variables (Four Ps) that must be considered whin constructing s matcheting stntegr