Exam 7: Strategic Planning

What is the most important part of the marketing plan for advertising managers?

Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.

A typical advertising or IMC plan includes a situation analysis, key strategic decisions, media strategy, message strategy, and campaign management.

You notice that an advertising agency is recruiting on your campus and that one of the job positions they are seeking to fill is "account planner." What should be included in the job description that explains an account planner's tasks?

Which of the following refers to the amount customers spend on a brand?

Refer to the following scenario to answer the questions below. Susan is working on the advertising plan for her company's shampoo named Silkience. She has conducted a SWOT analysis and learned that her company enjoyed a strong financial position and has good working relations with the resellers of its brands. The primary target customers for this brand are women between the ages of 35 and 50, and demographic analysis indicates that this age demographic will grow in double digits over the next 10 years. Silkience targets women who may be having concerns about graying hair. It is a gentle shampoo that will not wash out color, especially semi-permanent color that women of this age tend to use. However, Susan also learned that the target customers do not perceive her company's brand of shampoo as a brand for them but rather for a younger consumer because previous ads tended to use younger-looking models. There was also nothing in the previous advertising campaigns that really explained the benefits of the brand, such as suggesting that it was gentler for semi-permanent-colored hair. -In terms of the SWOT analysis, the fact that the demographic analysis indicated that this age group of women will increase considerably in the next 10 years represents a(n)________.

In which section of a typical campaign plan are the advertising objectives, the target audience, and the brand position specified?

________ is the process of identifying a problem, determining objectives, deciding upon strategies, and implementing tactics.

Which component of a communication brief provides the reason to believe the proposition?

In Party People's marketing plan, two of the company goals are "Achieve growth rate in sales of 15% for the year 2012" and "Maintain a gross margin of 40% each month." As indicated by these two examples, an objective should be ________.

For Hyundai Corporation, customers who care about the price of a car and its operating economy make up one ________.

A(n)________ assesses the external and internal environments that affect marketing operations.

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

Which advertising budgeting method uses competitors' budgets as benchmarks and relates the amount invested in advertising to the product's share of market?

Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets. Each business is called a(n)________.

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

Explain the purpose of a perceptual map.

Describe the components and purpose of a SWOT analysis.

In a SWOT analysis, a(n)________ is a positive trait or condition.

Advertising shapes the position of a brand, but what anchors it in target consumers' minds?