Question 1

Which component of a communication brief details the brand's essence,personality,and image?

Accepted Answer

A) communication objectives 
B) problem 
C) target audience 
D) brand imperatives 
E) support 
A) communication objectives 
B) problem 
C) target audience 
D) brand imperatives 
E) support

Question 2

Distinguish between a vision statement and a mission statement.

Accepted Answer

A vision statement is an inspiring state

Question 3

Tiffany's website declares "Since 1837,Tiffany & Co.has been the world's premier jeweler and America's house of design." Which type of brand positioning does this most clearly indicate?

Accepted Answer

A) superiority position 
B) value position 
C) benefit position 
D) usage position 
E) societal position 
A) superiority position 
B) value position 
C) benefit position 
D) usage position 
E) societal position

Question 4

Which of the following is NOT typically a responsibility of an account planner?

Accepted Answer

A) understanding the meaning of the brand 
B) articulating communication strategies 
C) evaluating the effectiveness of the communication in terms of how the target reacts to it 
D) preparing creative briefs based on an understanding of the consumer and the brand 
E) deciding the pricing strategy of the brand 
A) understanding the meaning of the brand 
B) articulating communication strategies 
C) evaluating the effectiveness of the communication in terms of how the target reacts to it 
D) preparing creative briefs based on an understanding of the consumer and the brand 
E) deciding the pricing strategy of the brand

Question 5

Which communication objective is most closely associated with the Facets Model of Effects category of persuasion?

Accepted Answer

A) deliver information 
B) create awareness 
C) cue the brand personality 
D) create conviction 
E) connect to positive brand experiences 
A) deliver information 
B) create awareness 
C) cue the brand personality 
D) create conviction 
E) connect to positive brand experiences

Question 6

Which of the following is typically done first in the process of developing a marketing plan?

Accepted Answer

A) selecting marketing objectives 
B) selecting target markets 
C) developing marketing mix strategies 
D) identifying threats and opportunities 
E) designing action plans 
A) selecting marketing objectives 
B) selecting target markets 
C) developing marketing mix strategies 
D) identifying threats and opportunities 
E) designing action plans

Question 7

At which planning level are objectives focused on maximizing profit and return on investment?

Accepted Answer

A) advertising 
B) IMC 
C) marketing 
D) tactical 
E) corporate 
A) advertising 
B) IMC 
C) marketing 
D) tactical 
E) corporate

Question 8

Advertisements for Netflix,a provider of on-demand streaming videos,feature the slogan "Watch anytime,anywhere,instantly." Which type of brand positioning does this most clearly indicate?

Accepted Answer

A) preemptive position 
B) value position 
C) psychological position 
D) usage position 
E) competitive position 
A) preemptive position 
B) value position 
C) psychological position 
D) usage position 
E) competitive position

Question 9

Market planning is the process of identifying a problem,determining objectives,deciding on strategies,and implementing the tactics to occur within a specified time frame.

Accepted Answer

A) True 
 B)False

Question 10

The communication brief is the first step in the ________ process.

Accepted Answer

A) market research 
B) perceptual mapping 
C) creative 
D) insight research 
E) SWOT analysis 
A) market research 
B) perceptual mapping 
C) creative 
D) insight research 
E) SWOT analysis

Question 11

The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a message brief.

Accepted Answer

A) True 
 B)False

Question 12

What is the most important part of the marketing plan for marcom managers?

Accepted Answer

A) business objectives 
B) perceptual mapping 
C) brand strategy 
D) insight mining 
E) situation analysis 
A) business objectives 
B) perceptual mapping 
C) brand strategy 
D) insight mining 
E) situation analysis

Question 13

Which component of a communication brief provides the reason to believe the proposition?

Accepted Answer

A) brand position 
B) support 
C) creative direction 
D) brand imperative 
E) proposition or selling idea 
A) brand position 
B) support 
C) creative direction 
D) brand imperative 
E) proposition or selling idea

Question 14

Which of the following involves making a chart of a company's product and competitors' products,listing each product's relevant features,evaluating how well the product and the competitors' products perform on that feature,and then evaluating how important each feature is to the target audience?

Accepted Answer

A) situation analysis 
B) segmentation analysis 
C) Fishbein multiattribute model 
D) perceptual map 
E) position map 
A) situation analysis 
B) segmentation analysis 
C) Fishbein multiattribute model 
D) perceptual map 
E) position map

Question 15

What are two possible marcom objectives in the behavior category of the Facets Model of Effects?

Accepted Answer

Stimulate trial,sample,or purc

Question 16

Feature analysis is used to assess a brand's features in comparison to competitors' products.

Accepted Answer

A) True 
 B)False

Question 17

Distinguish between strategies and tactics.

Accepted Answer

Strategies are plans for accom

Question 18

Which strategy is designed to focus attention on product characteristics that are important to consumers and that distinguish the company's product from its competitors?

Accepted Answer

A) product differentiation 
B) segmentation 
C) feature analysis 
D) benchmarking 
E) targeting 
A) product differentiation 
B) segmentation 
C) feature analysis 
D) benchmarking 
E) targeting

Question 19

In the process of developing a marketing plan,determining pricing and distribution most likely occurs when a firm is ________.

Accepted Answer

A) setting objectives 
B) assessing consumer needs 
C) developing the brand strategy 
D) developing the marketing mix strategy 
E) implementing tactical programs 
A) setting objectives 
B) assessing consumer needs 
C) developing the brand strategy 
D) developing the marketing mix strategy 
E) implementing tactical programs

Question 20

While working on a campaign plan for a client,Madeleine was given the task of understanding the brand's position within the competitive marketplace.What is a position of a brand?

Accepted Answer

A position is a place in consumers' mind

Which component of a communication brief details the brand's essence,personality,and image?

Distinguish between a vision statement and a mission statement.

Tiffany's website declares "Since 1837,Tiffany & Co.has been the world's premier jeweler and America's house of design." Which type of brand positioning does this most clearly indicate?

Which of the following is NOT typically a responsibility of an account planner?

Which communication objective is most closely associated with the Facets Model of Effects category of persuasion?

Which of the following is typically done first in the process of developing a marketing plan?

At which planning level are objectives focused on maximizing profit and return on investment?

Advertisements for Netflix,a provider of on-demand streaming videos,feature the slogan "Watch anytime,anywhere,instantly." Which type of brand positioning does this most clearly indicate?

Market planning is the process of identifying a problem,determining objectives,deciding on strategies,and implementing the tactics to occur within a specified time frame.

The communication brief is the first step in the ________ process.

The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a message brief.

What is the most important part of the marketing plan for marcom managers?

Which component of a communication brief provides the reason to believe the proposition?

Which of the following involves making a chart of a company's product and competitors' products,listing each product's relevant features,evaluating how well the product and the competitors' products perform on that feature,and then evaluating how important each feature is to the target audience?

What are two possible marcom objectives in the behavior category of the Facets Model of Effects?

Feature analysis is used to assess a brand's features in comparison to competitors' products.

Distinguish between strategies and tactics.

Which strategy is designed to focus attention on product characteristics that are important to consumers and that distinguish the company's product from its competitors?

In the process of developing a marketing plan,determining pricing and distribution most likely occurs when a firm is ________.

While working on a campaign plan for a client,Madeleine was given the task of understanding the brand's position within the competitive marketplace.What is a position of a brand?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters

Exam 8: Strategic Planning

Which component of a communication brief details the brand's essence,personality,and image?

Distinguish between a vision statement and a mission statement.

Tiffany's website declares "Since 1837,Tiffany & Co.has been the world's premier jeweler and America's house of design." Which type of brand positioning does this most clearly indicate?

Which of the following is NOT typically a responsibility of an account planner?

Which communication objective is most closely associated with the Facets Model of Effects category of persuasion?

Which of the following is typically done first in the process of developing a marketing plan?

At which planning level are objectives focused on maximizing profit and return on investment?

Advertisements for Netflix,a provider of on-demand streaming videos,feature the slogan "Watch anytime,anywhere,instantly." Which type of brand positioning does this most clearly indicate?

Market planning is the process of identifying a problem,determining objectives,deciding on strategies,and implementing the tactics to occur within a specified time frame.

The communication brief is the first step in the ________ process.

The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a message brief.

What is the most important part of the marketing plan for marcom managers?

Which component of a communication brief provides the reason to believe the proposition?

Which of the following involves making a chart of a company's product and competitors' products,listing each product's relevant features,evaluating how well the product and the competitors' products perform on that feature,and then evaluating how important each feature is to the target audience?

What are two possible marcom objectives in the behavior category of the Facets Model of Effects?

Feature analysis is used to assess a brand's features in comparison to competitors' products.

Distinguish between strategies and tactics.

Which strategy is designed to focus attention on product characteristics that are important to consumers and that distinguish the company's product from its competitors?

In the process of developing a marketing plan,determining pricing and distribution most likely occurs when a firm is ________.

While working on a campaign plan for a client,Madeleine was given the task of understanding the brand's position within the competitive marketplace.What is a position of a brand?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

Filters