Exam 8: Strategic Planning

Describe the relationship between the account planner and the creative team.

________ are concerned with how to accomplish objectives outlined in a strategic plan.

A brand that consumers describe as loving,trustworthy,or protective has most likely established a ________.

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

Name and describe six of the nine components of a typical communication brief.

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

Saturn is "a different kind of company,different kind of a car";the Hummer is "like nothing else." Statements such as these reflect a firm's ________.

The consumer insight process begins with ________.

When the makers of a ballpoint pen state they are in the communication equipment business,they are defining their mission too ________.

A company with a societal marketing philosophy is by definition a non-profit company.

A business mission statement should be a concise expression of the broad goals and policies of the business.

Which of the following is LEAST likely included in a communication brief?

A communication brief should be both strategic and inspirational.

A product must be differentiated on tangible differences in order to create long-lasting product differentiation.

The account planner is the voice of the consumer.

Richard is tasked with developing the marketing plan for his family's business.Give a general outline of the major steps of this type of plan.

A marcom plan for a brand designed around nonproduct differences will most likely be designed to establish a(n)________ position.

Which of the following refers to a description of what senior management sees as an organization's future?

What is at the core of all account planning?

Account planning is the research-and-analysis process used to gain knowledge and understanding of the consumer,which is expressed as a key consumer insight into how people relate to a brand or product.