Exam 8: Strategic Planning

Many companies have the business philosophy of making a profit.

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

A position is a location in a consumer's mind where the product or brand is placed relative to its competitors on the basis of the key factors the consumer uses to make a decision.

A business plan always directs the operations of the entire company.

Refer to the following scenario to answer the questions below. Susan is working on the advertising plan for her company's shampoo,Silkience.She has conducted a SWOT analysis and learned that her company enjoys a strong financial position and has good working relations with the resellers of its brands.The primary target customers for this brand are women between the ages of 35 and 50,and a demographic analysis indicates that this age demographic will grow in double digits over the next 10 years.Silkience targets women who may be having concerns about graying hair.It is a gentle shampoo that will not wash out color,especially semi-permanent color that women of this age tend to use.However,Susan also learned that the target customers do not perceive her company's brand of shampoo as a brand for them but rather for a younger consumer because previous ads tended to use younger-looking models.There was also nothing in the previous advertising campaigns that really explained the benefits of the brand,such as suggesting that it was gentler for semi-permanent-colored hair. -Silkience really is different from other shampoos because it is so gentle that it does not fade semi-permanent hair color,allowing a woman to go for a longer period of time before having to color her hair again.What does this product attribute represent?

Who in an advertising agency is most accurately described as "speaking for the consumer" or "speaking with the voice of the consumer"?

________ is found where the product has a strong feature in an area that is important to the target and in which the competition is weaker.

You notice that an advertising agency is recruiting on your campus and that one of the job positions they are seeking to fill is "account planner." What should be included in the job description that explains an account planner's tasks?

The focus of the ________ consumer response from the Facets Model of Effects is cueing brand position or leadership.

Which of the following is a tangible product feature?

Compare and contrast a business plan,a marketing plan,and a brand communication plan.

A brand ________ is what makes consumers brand loyal.

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

What are the defining characteristics of a strategic business unit?

Which of the following often comes from being the first brand in the market?

Tom was given the task of writing the objectives for a marcom plan.Briefly explain why objectives are needed and what guidelines should be used in creating them

Refer to the following scenario to answer the questions below. Susan is working on the advertising plan for her company's shampoo,Silkience.She has conducted a SWOT analysis and learned that her company enjoys a strong financial position and has good working relations with the resellers of its brands.The primary target customers for this brand are women between the ages of 35 and 50,and a demographic analysis indicates that this age demographic will grow in double digits over the next 10 years.Silkience targets women who may be having concerns about graying hair.It is a gentle shampoo that will not wash out color,especially semi-permanent color that women of this age tend to use.However,Susan also learned that the target customers do not perceive her company's brand of shampoo as a brand for them but rather for a younger consumer because previous ads tended to use younger-looking models.There was also nothing in the previous advertising campaigns that really explained the benefits of the brand,such as suggesting that it was gentler for semi-permanent-colored hair. -Silkience's place in consumers' minds among other brands targeted to younger women represents Silkience's ________.

The focus of the ________ consumer response from the Facets Model of Effects is cueing a brand image.

Which of the following is LEAST likely a behavioral objective of a marcom plan?

The W in SWOT analysis stands for ________.