Exam 7: Strategic Planning

________ are the actions that make the strategic plan come to life.

Newman's Own is a brand of salad dressings. 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 fact that the brand was low in carbohydrates represents a(n)________.

In which section of a typical campaign plan are key consumer insights, the selling premise, and the big idea detailed?

Adam is assisting in the development of his company's marketing plan, and he has been assigned to assess the external and internal environments that affect the marketing operations. He will be looking at the company's history, products, and brands, as well as the competitive environment, consumer trends, and other marketplace trends that affect the product category. What type of analysis is Adam conducting?

Which step of campaign planning details the process by which the effectiveness of the campaign is determined?

What is the difference between a hard-sell approach and a soft-sell approach?

Benchmarking refers to using a comparable effort to predict a logical goal.

Which of the following does NOT represent an area where an IMC plan is different from an advertising plan?

The practice of ________ involves mobilizing a digital crowd to provide collective intelligence in the marketing analysis process.

Which of the following most accurately states the difference between an advertising plan and an IMC plan?

Name and describe the five common advertising budgeting methods.

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called targeting.

________ refers to any group of people who have a stake in the success of a company or a brand.

Advertising planners must analyze the market situation for any communication problems that affect the successful marketing of a product, as well as opportunities that advertising can create or exploit.

Typical objectives for point-of-purchase displays are to increase immediate sales, attract attention at the decision point, create interest, stimulate urgency, and encourage trial and impulse purchasing.

Saturn is "a different kind of company, different kind of a car"; the Hummer is "like nothing else." Statements such as these reflect a firm's ________.

As described in "A Matter of Principle," what objective did 7-Up have when it wanted to reposition its product in 1967?

Tony developed the following objective for his advertising plan: "Increase market share in the consumer market from 10 percent to 15 percent in one year." What is wrong with this advertising plan objective?

Marketing planning follows business planning.

Richard is tasked with developing the campaign plan for his family's business. Give a general outline of the major components of this type of plan.