Question 1

A company with a corporate mission that reflects its desire to do good has a ________ marketing philosophy.

Accepted Answer

A) competitive 
B) societal 
C) visionary 
D) situational 
E) value 
A) competitive 
B) societal 
C) visionary 
D) situational 
E) value

Question 2

Which of the following demographic groups gets the most attention from advertisers?

Accepted Answer

A) 12-to-18-year-olds 
B) 18-to-34-year-olds 
C) 25-to-40-year-olds 
D) 35-to-55-year-olds 
E) 56-to-80-year-olds 
A) 12-to-18-year-olds 
B) 18-to-34-year-olds 
C) 25-to-40-year-olds 
D) 35-to-55-year-olds 
E) 56-to-80-year-olds

Question 3

Which of the following involves establishing in the consumer's mind what a brand offers and how the brand compares to the competition?

Accepted Answer

A) benchmarking 
B) targeting 
C) segmenting 
D) positioning 
E) attributing 
A) benchmarking 
B) targeting 
C) segmenting 
D) positioning 
E) attributing

Question 4

A strategy focuses on how to execute and implement a marketing plan.

Accepted Answer

A) True 
 B)False

Question 5

How do consumers typically recognize a brand?

Accepted Answer

Recognizing the brand means that the con

Question 6

As described in "A Matter of Principle," what objective did 7-Up have for its campaign in 1967?

Accepted Answer

A) repositioning the 7-Up brand 
B) penetrating the British consumer market 
C) changing the perception that 7-Up was too expensive 
D) changing the perception that 7-Up was unhealthy 
E) capturing a large share of family soft drink expenditures 
A) repositioning the 7-Up brand 
B) penetrating the British consumer market 
C) changing the perception that 7-Up was too expensive 
D) changing the perception that 7-Up was unhealthy 
E) capturing a large share of family soft drink expenditures

Question 7

Why is repositioning a difficult task?

Accepted Answer

Repositioning involves changing a produc

Question 8

In the process of developing a marketing plan,differentiating and positioning the product relative to the competition 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 9

Refer to the following passage to answer the questions below.
Bob works at a major advertising agency,and his job entails understanding the meaning of the client's brand and the target audience's relationship to the brand.He must also articulate communication strategies,prepare a creative brief based on an understanding of the consumer and the brand,and finally,evaluate the effectiveness of the communication in terms of how the target reacts to it.
-What should Bob include in the creative brief that he prepares for the creative department?

Accepted Answer

The creative brief or communication brie

Question 10

For advertising to be truly effective,it must focus on only one effect at a time.

Accepted Answer

A) True 
 B)False

Question 11

The marketing mix strategy includes decisions about the target market,brand position,product design and performance,pricing,distribution,and marketing communication.

Accepted Answer

A) True 
 B)False

Question 12

Which component of a communication brief explains the target's motivations and the "major truths" about the target's relationship to the brand?

Accepted Answer

A) brand position 
B) consumer insights 
C) creative direction 
D) problem 
E) brand imperatives 
A) brand position 
B) consumer insights 
C) creative direction 
D) problem 
E) brand imperatives

Question 13

In advertising,diversity tends to be discussed mostly in terms of representations of age,ability,and gender.

Accepted Answer

A) True 
 B)False

Question 14

________ are goals to be accomplished with a strategic plan.

Accepted Answer

A) Strategies 
B) Objectives 
C) Tactics 
D) Motives 
E) Needs 
A) Strategies 
B) Objectives 
C) Tactics 
D) Motives 
E) Needs

Question 15

A brand perception is created from information,feelings,and personal experiences with a brand.

Accepted Answer

A) True 
 B)False

Question 16

Sales objectives may be set annually,quarterly,or even weekly.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following explains consumer insights and summarizes basic strategy decisions?

Accepted Answer

A) creative brief 
B) research brief 
C) business plan 
D) IMC plan 
E) competitive brief 
A) creative brief 
B) research brief 
C) business plan 
D) IMC plan 
E) competitive brief

Question 18

SWOT analysis is a type of ________.

Accepted Answer

A) situation analysis 
B) brand strategy 
C) feature analysis 
D) perceptual analysis 
E) consumer insight 
A) situation analysis 
B) brand strategy 
C) feature analysis 
D) perceptual analysis 
E) consumer insight

Question 19

Which of the following tasks of an account planner has been described as "peering into nooks and crannies without losing sight of the big picture in order to identify a key insight that can transform a client's business"?

Accepted Answer

A) big idea generating 
B) critical thinking 
C) creative thinking 
D) insight mining 
E) insight communicating 
A) big idea generating 
B) critical thinking 
C) creative thinking 
D) insight mining 
E) insight communicating

Question 20

Explain the purpose of a perceptual map.

Accepted Answer

A perceptual map is used to compare posi

A company with a corporate mission that reflects its desire to do good has a ________ marketing philosophy.

Which of the following demographic groups gets the most attention from advertisers?

Which of the following involves establishing in the consumer's mind what a brand offers and how the brand compares to the competition?

A strategy focuses on how to execute and implement a marketing plan.

How do consumers typically recognize a brand?

As described in "A Matter of Principle," what objective did 7-Up have for its campaign in 1967?

Why is repositioning a difficult task?

In the process of developing a marketing plan,differentiating and positioning the product relative to the competition most likely occurs when a firm is ________.

For advertising to be truly effective,it must focus on only one effect at a time.

The marketing mix strategy includes decisions about the target market,brand position,product design and performance,pricing,distribution,and marketing communication.

Which component of a communication brief explains the target's motivations and the "major truths" about the target's relationship to the brand?

In advertising,diversity tends to be discussed mostly in terms of representations of age,ability,and gender.

________ are goals to be accomplished with a strategic plan.

A brand perception is created from information,feelings,and personal experiences with a brand.

Sales objectives may be set annually,quarterly,or even weekly.

Which of the following explains consumer insights and summarizes basic strategy decisions?

SWOT analysis is a type of ________.

Which of the following tasks of an account planner has been described as "peering into nooks and crannies without losing sight of the big picture in order to identify a key insight that can transform a client's business"?

Explain the purpose of a perceptual map.

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

A company with a corporate mission that reflects its desire to do good has a ________ marketing philosophy.

Which of the following demographic groups gets the most attention from advertisers?

Which of the following involves establishing in the consumer's mind what a brand offers and how the brand compares to the competition?

A strategy focuses on how to execute and implement a marketing plan.

How do consumers typically recognize a brand?

As described in "A Matter of Principle," what objective did 7-Up have for its campaign in 1967?

Why is repositioning a difficult task?

In the process of developing a marketing plan,differentiating and positioning the product relative to the competition most likely occurs when a firm is ________.

For advertising to be truly effective,it must focus on only one effect at a time.

The marketing mix strategy includes decisions about the target market,brand position,product design and performance,pricing,distribution,and marketing communication.

Which component of a communication brief explains the target's motivations and the "major truths" about the target's relationship to the brand?

In advertising,diversity tends to be discussed mostly in terms of representations of age,ability,and gender.

________ are goals to be accomplished with a strategic plan.

A brand perception is created from information,feelings,and personal experiences with a brand.

Sales objectives may be set annually,quarterly,or even weekly.

Which of the following explains consumer insights and summarizes basic strategy decisions?

SWOT analysis is a type of ________.

Which of the following tasks of an account planner has been described as "peering into nooks and crannies without losing sight of the big picture in order to identify a key insight that can transform a client's business"?

Explain the purpose of a perceptual map.

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