Exam 7: Strategic Planning

Key strategic decisions in a typical advertising plan include media objectives, media vehicle selection and budget allocation, media scheduling, and key consumer insight development.

While working on a campaign plan for a client, Madeleine was given the task of understanding the brand's position within the competitive marketplace. What is a position of a brand?

Strategic planning is a three-tiered process that starts with the ________.

Which type of advertising objective is most closely associated with the Facets Model of Effects category of cognition?

Which concept is a measurement that shows whether, in general, the costs of conducting the business are more than matched by the revenue produced in return?

Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

A(n)________ plan is more tightly focused on solving a particular marketing communication problem than an annual marketing plan is.

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 should Bob include in the creative brief that he prepares for the creative department?

Positioning represents one of advertising's most critical tasks.

Which of the following tasks of an account planner has been described as "peering into nooks and crannies without losing sight of the big picture in order to identify a key insight that can transform a client's business"?

Compare and contrast a business plan, a marketing plan, and an advertising plan.

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

Which of the following is NOT a common advertising budgeting method?

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. -To determine the advertising budget, Susan divided last year's advertising expenditures by last year's sales and then multiplied that by this year's sales forecast. Which advertising budgeting method did Susan use?

Tom was given the task of writing the objectives for an advertising plan. Briefly explain the logic of objectives.

Which concept represents the advertiser's media presence?

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.

Which of the following is a tangible product feature?

________ are goals to be accomplished with a strategic plan.

Which strategy is designed to focus attention on product differences that are important to consumers and that distinguish the company's product from its competitors?