Exam 7: Strategic Planning

Name and describe six of the nine components of a typical communication brief.

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. -Silkience really is different from other shampoos because it is so gentle that it does not fade semi-permanent hair color, allowing a woman to go for a longer period time before having to color her hair again. What does this product attribute represent?

The proposition or selling idea component of a communication brief describes the single thought that the communication will bring to life in a provocative way.

A business plan may cover a specific division of the company or a strategic business unit.

Which type of analysis involves making a chart of a company's product and competitors' products, listing each product's relevant features, evaluating how well the product and the competitors' products perform on that feature, and then evaluating how important each feature is to the target audience?

In which section of a typical campaign plan are media objectives, media selection, media budget allocations, and media scheduling determined?

A position is a location in a consumer's mind where the product or brand is placed relative to its competitors on the basis of the key factors the consumer uses to make a decision.

A market situation analysis assesses the external and internal environments that affect the marketing operations.

Which of the following is a typical objective of consumer sales promotion?

What are contact points, and why are they important in IMC programs?