Question 1

The first step in crafting a position is to identify the importance and performance of your brand to determine competitive advantage.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) communication brief 
B) situation analysis 
C) business plan 
D) marketing plan 
E) competitive brief 
A) communication brief 
B) situation analysis 
C) business plan 
D) marketing plan 
E) competitive brief

Question 3

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

Accepted Answer

A) Position 
B) Competitive advantage 
C) Differentiation 
D) Segmentation 
E) Brand equity 
A) Position 
B) Competitive advantage 
C) Differentiation 
D) Segmentation 
E) Brand equity

Question 4

Explain insight mining and why it is important.

Accepted Answer

Insight mining is peering into nooks and

Question 5

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 6

Typical objectives for which marketing communication area include increasing sales, attracting attention at selection point, delivering product information, and creating a brand reminder?

Accepted Answer

A) public relations 
B) direct marketing 
C) packaging 
D) specialties 
E) sponsorship 
A) public relations 
B) direct marketing 
C) packaging 
D) specialties 
E) sponsorship

Question 7

________ use reasons to persuade consumers whereas ________ build an image for a brand and touch consumers' emotions.

Accepted Answer

A) Hard-sell approaches; soft-sell approaches 
B) Soft-sell approaches; hard-sell approaches 
C) Benefit position approaches; usage approaches 
D) Category approaches; competitors' approaches 
E) Usage approaches; benefit approaches 
A) Hard-sell approaches; soft-sell approaches 
B) Soft-sell approaches; hard-sell approaches 
C) Benefit position approaches; usage approaches 
D) Category approaches; competitors' approaches 
E) Usage approaches; benefit approaches

Question 8

The situation analysis of a typical advertising or IMC plan includes background research, a SWOT analysis, and key advertising problems to be solved.

Accepted Answer

A) True 
 B)False

Question 9

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 10

The advertiser's basic assumption is that advertising works if it creates an impression, influences people to respond, and separates the brand from the competition.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) account manager 
B) account planner 
C) media director 
D) creative director 
E) research director 
A) account manager 
B) account planner 
C) media director 
D) creative director 
E) research director

Question 12

Which advertising budgeting method compares the total sales with the total advertising budget during the previous year or the average of several years to compute a percentage?

Accepted Answer

A) historical method 
B) objective-task method 
C) competitive budgets 
D) percentage-of-sales method 
E) all you can afford 
A) historical method 
B) objective-task method 
C) competitive budgets 
D) percentage-of-sales method 
E) all you can afford

Question 13

The percentage of the category purchases that are made by the brand's customers is known as ________.

Accepted Answer

A) customer equity 
B) return-on-investment 
C) share of market 
D) share of voice 
E) customer value 
A) customer equity 
B) return-on-investment 
C) share of market 
D) share of voice 
E) customer value

Question 14

Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeting the same customers as his was planning on spending $150,000 on advertising. As soon as he arrived at the office, he called his financial manager and said, "I want to budget $150,000 for next year's advertising." Which method of budgeting did the owner want to use?

Accepted Answer

A) the objective-and-task method 
B) the percentage-of-sales method 
C) the competitive method 
D) the historical method 
E) the pull-push method 
A) the objective-and-task method 
B) the percentage-of-sales method 
C) the competitive method 
D) the historical method 
E) the pull-push method

Question 15

Caroline needs to develop the advertising budget for her marketing group's brand. She wants to use a method that is the best and most defensible. Which method should she use?

Accepted Answer

The objective-task method looks at the o

Question 16

What is at the core of all account planning?

Accepted Answer

A) consumer research 
B) pricing plans 
C) hard-sell approaches 
D) soft-sell approaches 
E) distribution management 
A) consumer research 
B) pricing plans 
C) hard-sell approaches 
D) soft-sell approaches 
E) distribution management

Question 17

In a SWOT analysis, strengths and weaknesses are ________, and opportunities and threats are ________.

Accepted Answer

A) primary; secondary 
B) internal; external 
C) secondary; primary 
D) external; internal 
E) long-term; short-term 
A) primary; secondary 
B) internal; external 
C) secondary; primary 
D) external; internal 
E) long-term; short-term

Question 18

Products that really are the same, such as milk, unleaded gas, and over-the-counter drugs, are referred to as ________ products.

Accepted Answer

A) generic 
B) differentiated 
C) parity 
D) unpositioned 
E) positioned 
A) generic 
B) differentiated 
C) parity 
D) unpositioned 
E) positioned

Question 19

The following statement appeared in an organization's business plan: "Quick and Dirty Auto Repair aims to offer high-quality auto repair services and a full range of auto parts, focusing on personalized, convenient, and rapid service." Which part of a business plan does this represent?

Accepted Answer

A) business objectives 
B) business mission 
C) marketing objectives 
D) corporate tactics 
E) business strategy 
A) business objectives 
B) business mission 
C) marketing objectives 
D) corporate tactics 
E) business strategy

Question 20

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

Accepted Answer

A) True 
 B)False

The first step in crafting a position is to identify the importance and performance of your brand to determine competitive advantage.

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

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

Explain insight mining and why it is important.

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

Typical objectives for which marketing communication area include increasing sales, attracting attention at selection point, delivering product information, and creating a brand reminder?

use reasons to persuade consumers whereas build an image for a brand and touch consumers' emotions.

The situation analysis of a typical advertising or IMC plan includes background research, a SWOT analysis, and key advertising problems to be solved.

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

The advertiser's basic assumption is that advertising works if it creates an impression, influences people to respond, and separates the brand from the competition.

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

Which advertising budgeting method compares the total sales with the total advertising budget during the previous year or the average of several years to compute a percentage?

The percentage of the category purchases that are made by the brand's customers is known as ________.

Caroline needs to develop the advertising budget for her marketing group's brand. She wants to use a method that is the best and most defensible. Which method should she use?

What is at the core of all account planning?

In a SWOT analysis, strengths and weaknesses are , and opportunities and threats are .

Products that really are the same, such as milk, unleaded gas, and over-the-counter drugs, are referred to as ________ products.

The following statement appeared in an organization's business plan: "Quick and Dirty Auto Repair aims to offer high-quality auto repair services and a full range of auto parts, focusing on personalized, convenient, and rapid service." Which part of a business plan does this represent?

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

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 7: Strategic Planning

The first step in crafting a position is to identify the importance and performance of your brand to determine competitive advantage.

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

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

Explain insight mining and why it is important.

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

Typical objectives for which marketing communication area include increasing sales, attracting attention at selection point, delivering product information, and creating a brand reminder?

________ use reasons to persuade consumers whereas ________ build an image for a brand and touch consumers' emotions.

The situation analysis of a typical advertising or IMC plan includes background research, a SWOT analysis, and key advertising problems to be solved.

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

The advertiser's basic assumption is that advertising works if it creates an impression, influences people to respond, and separates the brand from the competition.

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

Which advertising budgeting method compares the total sales with the total advertising budget during the previous year or the average of several years to compute a percentage?

The percentage of the category purchases that are made by the brand's customers is known as ________.

Caroline needs to develop the advertising budget for her marketing group's brand. She wants to use a method that is the best and most defensible. Which method should she use?

What is at the core of all account planning?

In a SWOT analysis, strengths and weaknesses are ________, and opportunities and threats are ________.

Products that really are the same, such as milk, unleaded gas, and over-the-counter drugs, are referred to as ________ products.

The following statement appeared in an organization's business plan: "Quick and Dirty Auto Repair aims to offer high-quality auto repair services and a full range of auto parts, focusing on personalized, convenient, and rapid service." Which part of a business plan does this represent?

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

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

use reasons to persuade consumers whereas build an image for a brand and touch consumers' emotions.

In a SWOT analysis, strengths and weaknesses are , and opportunities and threats are .