Question 1

Which of the following statements describes a way in which a brand communication plan differs from an advertising plan?

Accepted Answer

A) A brand communication plan's target market includes more than just consumers. 
B) An advertising plan is more likely to maximise all the various touch points. 
C) Audiences are more likely to overlap in an advertising plan. 
D) The communication objectives tend to be narrower in scope with a brand communication plan. 
E) None of the above;the plans are identical in nature. 
A) A brand communication plan's target market includes more than just consumers. 
B) An advertising plan is more likely to maximise all the various touch points. 
C) Audiences are more likely to overlap in an advertising plan. 
D) The communication objectives tend to be narrower in scope with a brand communication plan. 
E) None of the above;the plans are identical in nature.

Question 2

Describe the outline of a brand communication plan.

Accepted Answer

Answer:
1.Introduction
2.Strategic brand

Question 3

To ensure a focus for the brand,marketers should link their plans and evaluation programs to a ________.

Accepted Answer

A) marketing plan 
B) brand equity model 
C) business plan 
D) communication plan 
E) all of the above 
A) marketing plan 
B) brand equity model 
C) business plan 
D) communication plan 
E) all of the above

Question 4

Which of the following is NOT considered a task performed by an account planner?

Accepted Answer

A) Understand the meaning of the brand. 
B) Articulate communication strategies. 
C) Evaluate the effectiveness of the communication in terms of how the target reacts to it. 
D) Prepare creative briefs based on an understanding of the consumer and the brand. 
E) All of the above are considered tasks performed by an account planner. 
A) Understand the meaning of the brand. 
B) Articulate communication strategies. 
C) Evaluate the effectiveness of the communication in terms of how the target reacts to it. 
D) Prepare creative briefs based on an understanding of the consumer and the brand. 
E) All of the above are considered tasks performed by an account planner.

Question 5

List five qualities associated with being a good account planner.

Accepted Answer

Students may choose any five from the li

Question 6

Caroline needs to develop the advertising budget for her marketing group's brand.She wants to use a method that is the best and most defensible.Which method should she use?

Accepted Answer

The objective-task method looks at the o

Question 7

Briefly describe the five-stage iterative process of brand assessment.

Accepted Answer

The iterative process of brand assessmen

Question 8

A measurable objective must be stated within a yearly time frame.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following tasks of an account planner has been described as 'a deep dive' into the meaning of a brand,looking for 'major truths'?

Accepted Answer

A) Big-idea generating 
B) Critical thinking 
C) Creative thinking 
D) Insight mining 
E) Strategic planning 
A) Big-idea generating 
B) Critical thinking 
C) Creative thinking 
D) Insight mining 
E) Strategic planning

Question 10

You want to know whether the revenue produced in return more than matches the cost of conducting advertising.This concept is called:

Accepted Answer

A) marketing concept 
B) customer concept 
C) return on investment (ROI) 
D) integrated marketing communications (IM
C)  
E) integrated marketing (IM) 
A) marketing concept 
B) customer concept 
C) return on investment (ROI) 
D) integrated marketing communications (IM
C)  
E) integrated marketing (IM)

Question 11

According to Leif Stromnes,nowadays,a planner needs to be part strategic thinker,part creative and part facilitator because strategic planning is a collaborative,iterative process.

Accepted Answer

A) True 
 B)False

Question 12

Which strategy is designed to create product differences that distinguish the company's product from all others in the eyes of consumers?

Accepted Answer

A) Product differentiation 
B) Competitive advantage 
C) Feature analysis 
D) Benchmarking 
E) Objective-and-task method 
A) Product differentiation 
B) Competitive advantage 
C) Feature analysis 
D) Benchmarking 
E) Objective-and-task method

Question 13

Which of the following was a measurable objective for the 'Earth Hour' campaign?

Accepted Answer

A) Length of time that consumers' lights would be switched off 
B) Percentage of Australian consumers who have a favourable opinion of the campaign's partners 
C) Percentage of people who believe global warming is exaggerated 
D) Number of people who reduce their use of electricity 
E) Number of people who switch off their lights for one hour at a set time 
A) Length of time that consumers' lights would be switched off 
B) Percentage of Australian consumers who have a favourable opinion of the campaign's partners 
C) Percentage of people who believe global warming is exaggerated 
D) Number of people who reduce their use of electricity 
E) Number of people who switch off their lights for one hour at a set time

Question 14

On a careers website,you notice that an advertising agency is recruiting to fill the job of 'account planner'.What should be included in the job description that explains the account planner's tasks?

Accepted Answer

The account planner's tasks are as follo

Question 15

The brand imperatives detail the brand's essence,personality and image in the creative brief.

Accepted Answer

A) True 
 B)False

Question 16

An objective must be specific,quantified and ________,which means using a comparable effort to predict a logical goal.

Accepted Answer

A) positioned 
B) differentiated 
C) segmented 
D) benchmarked 
E) predictable 
A) positioned 
B) differentiated 
C) segmented 
D) benchmarked 
E) predictable

Question 17

Jana is an account planner at an advertising agency.She conducts consumer research to gain a better understanding of their clients' brands and their customers.How is the outcome of this strategic research communicated to the creative teams that work on these clients' accounts?

Accepted Answer

The outcome of strategic research usuall

Question 18

You have been asked to help choose a new account planner for the agency where you work.Which of the following evidence would best help you decide whether a person is a team player?

Accepted Answer

A) Evidence of researching information from many sources 
B) Test results showing that the person is numerate 
C) An example of appreciating and using inputs from others 
D) A statement that he or she is most comfortable in a structured environment 
E) An example of describing a target audience without relying on demographics 
A) Evidence of researching information from many sources 
B) Test results showing that the person is numerate 
C) An example of appreciating and using inputs from others 
D) A statement that he or she is most comfortable in a structured environment 
E) An example of describing a target audience without relying on demographics

Question 19

Which of the following is a characteristic of a good account planner?

Accepted Answer

A) Curiosity about what makes people act and think the way they do. 
B) Dogmatism 
C) Introversion 
D) Scepticism 
E) All of the above 
A) Curiosity about what makes people act and think the way they do. 
B) Dogmatism 
C) Introversion 
D) Scepticism 
E) All of the above

Question 20

A common method of advertising budgeting is the consumer insight method.

Accepted Answer

A) True 
 B)False

Which of the following statements describes a way in which a brand communication plan differs from an advertising plan?

Describe the outline of a brand communication plan.

To ensure a focus for the brand,marketers should link their plans and evaluation programs to a ________.

Which of the following is NOT considered a task performed by an account planner?

List five qualities associated with being a good account planner.

Caroline needs to develop the advertising budget for her marketing group's brand.She wants to use a method that is the best and most defensible.Which method should she use?

Briefly describe the five-stage iterative process of brand assessment.

A measurable objective must be stated within a yearly time frame.

Which of the following tasks of an account planner has been described as 'a deep dive' into the meaning of a brand,looking for 'major truths'?

You want to know whether the revenue produced in return more than matches the cost of conducting advertising.This concept is called:

According to Leif Stromnes,nowadays,a planner needs to be part strategic thinker,part creative and part facilitator because strategic planning is a collaborative,iterative process.

Which strategy is designed to create product differences that distinguish the company's product from all others in the eyes of consumers?

Which of the following was a measurable objective for the 'Earth Hour' campaign?

On a careers website,you notice that an advertising agency is recruiting to fill the job of 'account planner'.What should be included in the job description that explains the account planner's tasks?

The brand imperatives detail the brand's essence,personality and image in the creative brief.

An objective must be specific,quantified and ________,which means using a comparable effort to predict a logical goal.

Jana is an account planner at an advertising agency.She conducts consumer research to gain a better understanding of their clients' brands and their customers.How is the outcome of this strategic research communicated to the creative teams that work on these clients' accounts?

You have been asked to help choose a new account planner for the agency where you work.Which of the following evidence would best help you decide whether a person is a team player?

Which of the following is a characteristic of a good account planner?

A common method of advertising budgeting is the consumer insight method.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters

Exam 7: Advertising Strategy and Planning

Which of the following statements describes a way in which a brand communication plan differs from an advertising plan?

Describe the outline of a brand communication plan.

To ensure a focus for the brand,marketers should link their plans and evaluation programs to a ________.

Which of the following is NOT considered a task performed by an account planner?

List five qualities associated with being a good account planner.

Caroline needs to develop the advertising budget for her marketing group's brand.She wants to use a method that is the best and most defensible.Which method should she use?

Briefly describe the five-stage iterative process of brand assessment.

A measurable objective must be stated within a yearly time frame.

Which of the following tasks of an account planner has been described as 'a deep dive' into the meaning of a brand,looking for 'major truths'?

You want to know whether the revenue produced in return more than matches the cost of conducting advertising.This concept is called:

According to Leif Stromnes,nowadays,a planner needs to be part strategic thinker,part creative and part facilitator because strategic planning is a collaborative,iterative process.

Which strategy is designed to create product differences that distinguish the company's product from all others in the eyes of consumers?

Which of the following was a measurable objective for the 'Earth Hour' campaign?

On a careers website,you notice that an advertising agency is recruiting to fill the job of 'account planner'.What should be included in the job description that explains the account planner's tasks?

The brand imperatives detail the brand's essence,personality and image in the creative brief.

An objective must be specific,quantified and ________,which means using a comparable effort to predict a logical goal.

Jana is an account planner at an advertising agency.She conducts consumer research to gain a better understanding of their clients' brands and their customers.How is the outcome of this strategic research communicated to the creative teams that work on these clients' accounts?

You have been asked to help choose a new account planner for the agency where you work.Which of the following evidence would best help you decide whether a person is a team player?

Which of the following is a characteristic of a good account planner?

A common method of advertising budgeting is the consumer insight method.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Defining Audiences for Advertising

Strategic Research in Advertising

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters