Question 1

The creative plan documents what strategies and techniques will be used to communicate a message.

Accepted Answer

A) True 
 B)False

Question 2

The first stage in the budgeting process of the marketing plan is the allocation of funds across all company products based on current priorities.

Accepted Answer

A) True 
 B)False

Question 3

In contrast to corporate plans, marketing plans are very specific in nature.

Accepted Answer

A) True 
 B)False

Question 4

Interactive communications plans are becoming popular with marketers. What are the driving forces that promote this trend and what are some of the opportunities?

Accepted Answer

The ongoing growth of the internet combi

Question 5

Explain the process of marketing control and evaluation.

Accepted Answer

Since clearly defined and measurable obj

Question 6

Public relations cannot play a key role in launching a new product.

Accepted Answer

A) True 
 B)False

Question 7

Why is experiential marketing (events and sponsorships) becoming more important?

Accepted Answer

Getting people more involved with brands

Question 8

A situation analysis includes information on external influences, a market analysis, a product analysis and a competitive analysis.

Accepted Answer

A) True 
 B)False

Question 9

A company's mission statement is the foundation of the marketing communications plan.

Accepted Answer

A) True 
 B)False

Question 10

Marketing plans focus on such matters as

Accepted Answer

A)  return on investment 
B)  target market 
C)  operational challenges 
D)  human resource management 
E)  value of stock 
A)  return on investment 
B)  target market 
C)  operational challenges 
D)  human resource management 
E)  value of stock

Question 11

Marketing objectives typically concentrate on

Accepted Answer

A)  sales volume, market share, and profit 
B)  brand positioning 
C)  the competitive landscape 
D)  all of the above 
A)  sales volume, market share, and profit 
B)  brand positioning 
C)  the competitive landscape 
D)  all of the above

Question 12

Behavioral stages consumers go through when deciding what products to buy include

Accepted Answer

A)  attention, interest and desire 
B)  awareness, comprehension and conviction 
C)  objectives, strategies and tactics 
D)  price, place and product 
E)  conditions, context and content 
A)  attention, interest and desire 
B)  awareness, comprehension and conviction 
C)  objectives, strategies and tactics 
D)  price, place and product 
E)  conditions, context and content

Question 13

A mission statement is a statement of

Accepted Answer

A)  the vision statement 
B)  the corporate plan 
C)  the price of a company's products 
D)  an advertising campaign 
E)  a company's weakest link 
A)  the vision statement 
B)  the corporate plan 
C)  the price of a company's products 
D)  an advertising campaign 
E)  a company's weakest link

Question 14

Marketing communications strategies include

Accepted Answer

A)  specific tactics 
B)  identification of the product line 
C)  the pricing strategy 
D)  a positioning statement 
E)  description of the distribution channels 
A)  specific tactics 
B)  identification of the product line 
C)  the pricing strategy 
D)  a positioning statement 
E)  description of the distribution channels

Question 15

What is a marketing strategy?

Accepted Answer

Marketing strategies are essentially the

Question 16

Discuss the three variables in the business planning process.

Accepted Answer

The three variables are the objectives,

Question 17

Documenting the nature of what a message will be and how it will be communicated is in the

Accepted Answer

A)  creative plan 
B)  media plan 
C)  direct-response plan 
D)  budget 
E)  marketing plan 
A)  creative plan 
B)  media plan 
C)  direct-response plan 
D)  budget 
E)  marketing plan

Question 18

After the corporate objectives are confirmed, the organization must identify the corporate strategies, which are plans outlining

Accepted Answer

A)  changing demographics 
B)  the responsibilities of the advertising manager 
C)  the media required 
D)  the role of the marketing manager 
E)  how the objectives will be achieved 
A)  changing demographics 
B)  the responsibilities of the advertising manager 
C)  the media required 
D)  the role of the marketing manager 
E)  how the objectives will be achieved

Question 19

At the conviction stage, the product has gained

Accepted Answer

A)  preference in the customer's mind 
B)  interest from the customer 
C)  awareness for the first time 
D)  repeat purchases 
E)  trial 
A)  preference in the customer's mind 
B)  interest from the customer 
C)  awareness for the first time 
D)  repeat purchases 
E)  trial

Question 20

Distribution and market share trends are considered within the product analysis.

Accepted Answer

A) True 
 B)False

The creative plan documents what strategies and techniques will be used to communicate a message.

The first stage in the budgeting process of the marketing plan is the allocation of funds across all company products based on current priorities.

In contrast to corporate plans, marketing plans are very specific in nature.

Interactive communications plans are becoming popular with marketers. What are the driving forces that promote this trend and what are some of the opportunities?

Explain the process of marketing control and evaluation.

Public relations cannot play a key role in launching a new product.

Why is experiential marketing (events and sponsorships) becoming more important?

A situation analysis includes information on external influences, a market analysis, a product analysis and a competitive analysis.

A company's mission statement is the foundation of the marketing communications plan.

Marketing plans focus on such matters as

Marketing objectives typically concentrate on

Behavioral stages consumers go through when deciding what products to buy include

A mission statement is a statement of

Marketing communications strategies include

What is a marketing strategy?

Discuss the three variables in the business planning process.

Documenting the nature of what a message will be and how it will be communicated is in the

After the corporate objectives are confirmed, the organization must identify the corporate strategies, which are plans outlining

At the conviction stage, the product has gained

Distribution and market share trends are considered within the product analysis.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 4: Strategic Planning Concepts for Marketing Communications

The creative plan documents what strategies and techniques will be used to communicate a message.

The first stage in the budgeting process of the marketing plan is the allocation of funds across all company products based on current priorities.

In contrast to corporate plans, marketing plans are very specific in nature.

Interactive communications plans are becoming popular with marketers. What are the driving forces that promote this trend and what are some of the opportunities?

Explain the process of marketing control and evaluation.

Public relations cannot play a key role in launching a new product.

Why is experiential marketing (events and sponsorships) becoming more important?

A situation analysis includes information on external influences, a market analysis, a product analysis and a competitive analysis.

A company's mission statement is the foundation of the marketing communications plan.

Marketing plans focus on such matters as

Marketing objectives typically concentrate on

Behavioral stages consumers go through when deciding what products to buy include

A mission statement is a statement of

Marketing communications strategies include

What is a marketing strategy?

Discuss the three variables in the business planning process.

Documenting the nature of what a message will be and how it will be communicated is in the

After the corporate objectives are confirmed, the organization must identify the corporate strategies, which are plans outlining

At the conviction stage, the product has gained

Distribution and market share trends are considered within the product analysis.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Interactive Media

Sales Promotion

Public Relations and Experiential Marketing

Filters