Question 1

Which of the following is NOT typically a responsibility of an account planner?

Accepted Answer

A) understanding the meaning of the brand 
B) articulating communication strategies 
C) evaluating the effectiveness of the communication in terms of how the target reacts to it 
D) preparing creative briefs based on an understanding of the consumer and the brand 
E) deciding the pricing strategy of the brand 
A) understanding the meaning of the brand 
B) articulating communication strategies 
C) evaluating the effectiveness of the communication in terms of how the target reacts to it 
D) preparing creative briefs based on an understanding of the consumer and the brand 
E) deciding the pricing strategy of the brand

Question 2

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

Accepted Answer

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

Question 3

Which of the following is the most accurate statement about brand loyalty?

Accepted Answer

A) To create brand loyalty, an advertising campaign must have both cognitive and rational effects. 
B) To create brand loyalty, an advertising campaign must have both cognitive and affective effects. 
C) To create brand loyalty, an advertising campaign must have both affective and emotional effects. 
D) To create brand loyalty, an advertising campaign must have both perceptive and associative effects. 
E) To create brand loyalty, an advertising campaign must have both perceptive and emotional effects. 
A) To create brand loyalty, an advertising campaign must have both cognitive and rational effects. 
B) To create brand loyalty, an advertising campaign must have both cognitive and affective effects. 
C) To create brand loyalty, an advertising campaign must have both affective and emotional effects. 
D) To create brand loyalty, an advertising campaign must have both perceptive and associative effects. 
E) To create brand loyalty, an advertising campaign must have both perceptive and emotional effects.

Question 4

Market planning is the process of determining objectives, deciding on strategies, and implementing the tactics to occur within a specified time frame.

Accepted Answer

A) True 
 B)False

Question 5

In a SWOT analysis, a(n)________ of a business is a trait, condition, or situation that is perceived as negative.

Accepted Answer

A) strength 
B) weakness 
C) opportunity 
D) threat 
E) leverage 
A) strength 
B) weakness 
C) opportunity 
D) threat 
E) leverage

Question 6

The historical method of advertising budgeting 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) True 
 B)False

Question 7

The objectives at the marketing level tend to be focused on return-on-investment.

Accepted Answer

A) True 
 B)False

Question 8

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 is Bob's function called?

Accepted Answer

Bob is an

Question 9

Biopure is a company that manufactures and markets oxygen therapeutics. Its products are Hemopure for human use and Oxyglobin for animal use. Both have been developed as alternatives to red blood cell transfusions. Which of the following would be part of Biopure's internal environment?

Accepted Answer

A) approval by the U.S. Food and Drug Administration to allow veterinarians to use Oxyglobin 
B) the global market for the raw materials needed to make Hemopure and Oxyglobin 
C) the patented manufacturing process that Biopure uses to produce Hemopure and Oxyglobin 
D) a competitor developing a similar product 
E) changes in patent law 
A) approval by the U.S. Food and Drug Administration to allow veterinarians to use Oxyglobin 
B) the global market for the raw materials needed to make Hemopure and Oxyglobin 
C) the patented manufacturing process that Biopure uses to produce Hemopure and Oxyglobin 
D) a competitor developing a similar product 
E) changes in patent law

Question 10

Typical objectives for public relations include announcing news, affecting attitudes and opinions, maximizing credibility and likeability, and creating and improving stakeholder relationships.

Accepted Answer

A) True 
 B)False

Question 11

Advertising can affect the way consumers perceive price, availability, and quality, but it cannot solve problems related to the price of the product, availability, or quality.

Accepted Answer

A) True 
 B)False

Question 12

A strategic business unit is ________.

Accepted Answer

A) a line of products 
B) all of the offerings under a single brand name 
C) a functional department of a company 
D) both A and B 
E) all of the above 
A) a line of products 
B) all of the offerings under a single brand name 
C) a functional department of a company 
D) both A and B 
E) all of the above

Question 13

Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.

Accepted Answer

A) variety 
B) feedback 
C) consistency 
D) creativity 
E) convenience 
A) variety 
B) feedback 
C) consistency 
D) creativity 
E) convenience

Question 14

Support from employees for marketing, advertising, and marketing communication programs is managed through an activity called ________.

Accepted Answer

A) public relations 
B) community building 
C) internal marketing 
D) internal targeting 
E) service management 
A) public relations 
B) community building 
C) internal marketing 
D) internal targeting 
E) service management

Question 15

Harris, the marketing manager at a small sports retail chain, has conducted a marketing analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed?

Accepted Answer

A) a SWOT analysis 
B) a business plan 
C) a creative brief 
D) a marketing plan 
E) a marketing mix 
A) a SWOT analysis 
B) a business plan 
C) a creative brief 
D) a marketing plan 
E) a marketing mix

Question 16

Describe how 7-Up, described in "A Matter of Practice," repositioned its brand.

Accepted Answer

7-Up wanted to turn a medicinal product,

Question 17

Employees, customers, shareholders, and elected officials are all examples of a company's ________.

Accepted Answer

A) communities 
B) segments 
C) partners 
D) stakeholders 
E) investors 
A) communities 
B) segments 
C) partners 
D) stakeholders 
E) investors

Question 18

In a SWOT analysis, a(n)________ is a trend or development in the environment that will erode business unless the company takes action.

Accepted Answer

A) strength 
B) weakness 
C) opportunity 
D) threat 
E) leverage 
A) strength 
B) weakness 
C) opportunity 
D) threat 
E) leverage

Question 19

Under the brand position section of a communication brief, the brand essence, brand personality, and image are described.

Accepted Answer

A) True 
 B)False

Question 20

Jana is an account planner at an advertising agency. She conducts consumer research to gain a better understanding of their clients' brands and their customers. How is the outcome of this strategic research communicated to the creative teams that work on these clients' accounts?

Accepted Answer

The outcome of strategic research usuall

Which of the following is NOT typically a responsibility of an account planner?

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

Which of the following is the most accurate statement about brand loyalty?

Market planning is the process of determining objectives, deciding on strategies, and implementing the tactics to occur within a specified time frame.

In a SWOT analysis, a(n)________ of a business is a trait, condition, or situation that is perceived as negative.

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

The objectives at the marketing level tend to be focused on return-on-investment.

Biopure is a company that manufactures and markets oxygen therapeutics. Its products are Hemopure for human use and Oxyglobin for animal use. Both have been developed as alternatives to red blood cell transfusions. Which of the following would be part of Biopure's internal environment?

Typical objectives for public relations include announcing news, affecting attitudes and opinions, maximizing credibility and likeability, and creating and improving stakeholder relationships.

Advertising can affect the way consumers perceive price, availability, and quality, but it cannot solve problems related to the price of the product, availability, or quality.

A strategic business unit is ________.

Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.

Support from employees for marketing, advertising, and marketing communication programs is managed through an activity called ________.

Harris, the marketing manager at a small sports retail chain, has conducted a marketing analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed?

Describe how 7-Up, described in "A Matter of Practice," repositioned its brand.

Employees, customers, shareholders, and elected officials are all examples of a company's ________.

In a SWOT analysis, a(n)________ is a trend or development in the environment that will erode business unless the company takes action.

Under the brand position section of a communication brief, the brand essence, brand personality, and image are described.

Jana is an account planner at an advertising agency. She conducts consumer research to gain a better understanding of their clients' brands and their customers. How is the outcome of this strategic research communicated to the creative teams that work on these clients' accounts?

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

Which of the following is NOT typically a responsibility of an account planner?

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

Which of the following is the most accurate statement about brand loyalty?

Market planning is the process of determining objectives, deciding on strategies, and implementing the tactics to occur within a specified time frame.

In a SWOT analysis, a(n)________ of a business is a trait, condition, or situation that is perceived as negative.

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

The objectives at the marketing level tend to be focused on return-on-investment.

Biopure is a company that manufactures and markets oxygen therapeutics. Its products are Hemopure for human use and Oxyglobin for animal use. Both have been developed as alternatives to red blood cell transfusions. Which of the following would be part of Biopure's internal environment?

Typical objectives for public relations include announcing news, affecting attitudes and opinions, maximizing credibility and likeability, and creating and improving stakeholder relationships.

Advertising can affect the way consumers perceive price, availability, and quality, but it cannot solve problems related to the price of the product, availability, or quality.

A strategic business unit is ________.

Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.

Support from employees for marketing, advertising, and marketing communication programs is managed through an activity called ________.

Harris, the marketing manager at a small sports retail chain, has conducted a marketing analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed?

Describe how 7-Up, described in "A Matter of Practice," repositioned its brand.

Employees, customers, shareholders, and elected officials are all examples of a company's ________.

In a SWOT analysis, a(n)________ is a trend or development in the environment that will erode business unless the company takes action.

Under the brand position section of a communication brief, the brand essence, brand personality, and image are described.

Jana is an account planner at an advertising agency. She conducts consumer research to gain a better understanding of their clients' brands and their customers. How is the outcome of this strategic research communicated to the creative teams that work on these clients' accounts?

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