Exam 7: Strategic Planning

The objectives for planning at the ________ level tend to focus on maximizing profit and return on investment.

Which advertising budgeting method involves developing the budget from the ground up, with objectives as the starting point?

Synergistic points are all the ways and places where a person can come into contact with a brand.

Which of the following is NOT a typical objective for public relations?

What is the difference between a stakeholder and a customer?

A communication brief should be both strategic and inspirational.

To ________ an objective, a planner uses a comparable effort, such as a similar product or prior brand campaign, to predict a logical goal.

Define account planning and describe the tasks involved.

An advertiser's "share of voice" is determined by comparing the amount spent on advertising to the advertiser's sales.

Identify three questions account planners can use to gain useful insights from consumer and market research.

In an advertising agency, who is responsible for researching a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants?

________ are all the ways and places where a person can come into contact with a brand.

Which advertising budgeting method simply bases the annual budget on last year's budget, with a percentage increase for inflation or some other marketplace factor?

Companies using the all-you-can-afford method of advertising budgeting do not value advertising as a strategic imperative.

The account planner is the voice of the consumer.

A product must be differentiated on tangible differences in order to create long-lasting product differentiation.

Newman's Own is a brand of salad dressing. In 2004, low-carbohydrate dieting became the craze among consumers, with millions attempting to follow a low-carb lifestyle. In print advertising, Newman's Own featured the fact that several of its dressings are low in carbohydrates. In terms of a SWOT analysis, the low-carb diet trend among consumers represents a(n)________.

Which of the following is NOT included in a communication brief?

Employees, investors, government bodies, and business partners are examples of corporate level stakeholders.

A manager's decision to run a quarter-page ad in the business section of the local newspaper to promote goodwill toward his company is part of a campaign plan.