Question 1

In which section of a typical campaign plan are the advertising objectives,the target audience and the brand position specified?

Accepted Answer

A) Brand analysis 
B) Planning decisions 
C) Communication analysis 
D) Campaign strategy 
E) Effectiveness evaluation 
A) Brand analysis 
B) Planning decisions 
C) Communication analysis 
D) Campaign strategy 
E) Effectiveness evaluation

Question 2

Define account planning,and describe the account planner's job.

Accepted Answer

Account planning is the research-and-ana

Question 3

At which strategic planning are marketers primarily concerned with plans for implementation?

Accepted Answer

A) Strategic 
B) Operational 
C) Functional 
D) Tactical 
E) Corporate 
A) Strategic 
B) Operational 
C) Functional 
D) Tactical 
E) Corporate

Question 4

Which of the following characteristics is associated with being a good account planner?

Accepted Answer

A) Dependent on demographics to describe a target audience 
B) Accepting of information at face value 
C) Skilled in working with words,not numbers 
D) Ability to see a problem from different angles 
E) Comfortable in a highly structured work environment 
A) Dependent on demographics to describe a target audience 
B) Accepting of information at face value 
C) Skilled in working with words,not numbers 
D) Ability to see a problem from different angles 
E) Comfortable in a highly structured work environment

Question 5

A product must be differentiated on tangible differences for it to create long-lasting product differentiation.

Accepted Answer

A) True 
 B)False

Question 6

The proposition should be included in the creative brief.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements provides the best evidence that the agency behind the 'Earth Hour' campaign put the consumer,rather than the marketer,at the centre of the planning process?

Accepted Answer

A) Consumers would be most likely to do a social and simple task. 
B) Consumers would not act because public interest was waning. 
C) Many people think the problem of global warming is exaggerated. 
D) Consumers want to be part of an event with a catchy name like 'The Big Flick'. 
E) Consumers would like to get involved with advertising agencies. 
A) Consumers would be most likely to do a social and simple task. 
B) Consumers would not act because public interest was waning. 
C) Many people think the problem of global warming is exaggerated. 
D) Consumers want to be part of an event with a catchy name like 'The Big Flick'. 
E) Consumers would like to get involved with advertising agencies.

Question 8

Planning contributed to the success of the 'Earth Hour' campaign by identifying a large and high-impact action the target audience should take.

Accepted Answer

A) True 
 B)False

Question 9

Competitive advantage lies where the product has a strong feature in an area that is important to the target and the competition is weaker.

Accepted Answer

A) True 
 B)False

Question 10

Jenna has learned that a good account planner is 'numerate'.Which of the following skills is a part of being numerate?

Accepted Answer

A) Knowing when to push and when to relax 
B) Being able to draw conclusions from numbers 
C) Being able to guess the impact of a creative idea 
D) Being able to handle criticism and disagreement 
E) Knowing how to draw on many sources of information 
A) Knowing when to push and when to relax 
B) Being able to draw conclusions from numbers 
C) Being able to guess the impact of a creative idea 
D) Being able to handle criticism and disagreement 
E) Knowing how to draw on many sources of information

Question 11

Explain insight mining and why it is important.

Accepted Answer

Insight mining is peering into nooks and

Question 12

Which document explains the consumer insight and summarises the strategy decisions,such as position,targeting,objectives and brand strategy?

Accepted Answer

A) Creative brief 
B) Research brief 
C) Strategy brief 
D) Message brief 
E) Competitive brief 
A) Creative brief 
B) Research brief 
C) Strategy brief 
D) Message brief 
E) Competitive brief

Question 13

Name and describe the six common advertising budgeting methods.

Accepted Answer

The six advertising budgeting methods ar

Question 14

The location in the consumer's mind,based on what a product offers and how that compares with the competition,is called its:

Accepted Answer

A) benchmarking 
B) positioning 
C) targeting 
D) segmenting 
E) competitive advantage 
A) benchmarking 
B) positioning 
C) targeting 
D) segmenting 
E) competitive advantage

Question 15

Which of the following was a response barrier for the target audience of the 'Earth Hour' campaign?

Accepted Answer

A) People leaping from feeling empowered to feeling ignorant about global warming 
B) Americans becoming more concerned about the economy than the environment 
C) Poll results showing growth of public interest in global warming 
D) Public interest shifting from economic issues to worrying about global warming 
E) Businesses becoming obsessed with the idea of a sustainable future 
A) People leaping from feeling empowered to feeling ignorant about global warming 
B) Americans becoming more concerned about the economy than the environment 
C) Poll results showing growth of public interest in global warming 
D) Public interest shifting from economic issues to worrying about global warming 
E) Businesses becoming obsessed with the idea of a sustainable future

Question 16

Which of the following was a consumer insight that helped the 'Earth Hour' campaign succeed?

Accepted Answer

A) Consumers would not be convinced unless the message was negative. 
B) Consumers would respond best if they recognised the advertiser behind the event. 
C) Consumers would be more interested in a protest than a party. 
D) Consumers would be more likely to act if the task was easy. 
E) Consumers would feel overwhelmed if the task was specific. 
A) Consumers would not be convinced unless the message was negative. 
B) Consumers would respond best if they recognised the advertiser behind the event. 
C) Consumers would be more interested in a protest than a party. 
D) Consumers would be more likely to act if the task was easy. 
E) Consumers would feel overwhelmed if the task was specific.

Question 17

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

Accepted Answer

A) strategic 
B) operational 
C) functional 
D) tactical 
E) corporate 
A) strategic 
B) operational 
C) functional 
D) tactical 
E) corporate

Question 18

Which element of the creative brief details the brand's essence,personality and image?

Accepted Answer

A) Brand positioning 
B) Problem 
C) Target audience 
D) Brand imperatives 
E) Proposition or selling idea 
A) Brand positioning 
B) Problem 
C) Target audience 
D) Brand imperatives 
E) Proposition or selling idea

Question 19

What desired response did the 'Earth Hour' campaign achieve?

Accepted Answer

A) A shift from inaction to a complex commitment 
B) A shift from ignorance about the issue to a simple action 
C) A shift from ignorance about the issue to attitude change 
D) A shift from an unfavourable to a favourable attitude 
E) A shift from a favourable attitude to ignorance about the issue 
A) A shift from inaction to a complex commitment 
B) A shift from ignorance about the issue to a simple action 
C) A shift from ignorance about the issue to attitude change 
D) A shift from an unfavourable to a favourable attitude 
E) A shift from a favourable attitude to ignorance about the issue

Question 20

Safety for Volvo,Help for NRMA and Unbreakable for Toyota Hilux are all:

Accepted Answer

A) catch phrases 
B) jingles 
C) benefit-related positions 
D) trademarks 
E) advertising strategies 
A) catch phrases 
B) jingles 
C) benefit-related positions 
D) trademarks 
E) advertising strategies

In which section of a typical campaign plan are the advertising objectives,the target audience and the brand position specified?

Define account planning,and describe the account planner's job.

At which strategic planning are marketers primarily concerned with plans for implementation?

Which of the following characteristics is associated with being a good account planner?

A product must be differentiated on tangible differences for it to create long-lasting product differentiation.

The proposition should be included in the creative brief.

Which of the following statements provides the best evidence that the agency behind the 'Earth Hour' campaign put the consumer,rather than the marketer,at the centre of the planning process?

Planning contributed to the success of the 'Earth Hour' campaign by identifying a large and high-impact action the target audience should take.

Competitive advantage lies where the product has a strong feature in an area that is important to the target and the competition is weaker.

Jenna has learned that a good account planner is 'numerate'.Which of the following skills is a part of being numerate?

Explain insight mining and why it is important.

Which document explains the consumer insight and summarises the strategy decisions,such as position,targeting,objectives and brand strategy?

Name and describe the six common advertising budgeting methods.

The location in the consumer's mind,based on what a product offers and how that compares with the competition,is called its:

Which of the following was a response barrier for the target audience of the 'Earth Hour' campaign?

Which of the following was a consumer insight that helped the 'Earth Hour' campaign succeed?

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

Which element of the creative brief details the brand's essence,personality and image?

What desired response did the 'Earth Hour' campaign achieve?

Safety for Volvo,Help for NRMA and Unbreakable for Toyota Hilux are all:

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

In which section of a typical campaign plan are the advertising objectives,the target audience and the brand position specified?

Define account planning,and describe the account planner's job.

At which strategic planning are marketers primarily concerned with plans for implementation?

Which of the following characteristics is associated with being a good account planner?

A product must be differentiated on tangible differences for it to create long-lasting product differentiation.

The proposition should be included in the creative brief.

Which of the following statements provides the best evidence that the agency behind the 'Earth Hour' campaign put the consumer,rather than the marketer,at the centre of the planning process?

Planning contributed to the success of the 'Earth Hour' campaign by identifying a large and high-impact action the target audience should take.

Competitive advantage lies where the product has a strong feature in an area that is important to the target and the competition is weaker.

Jenna has learned that a good account planner is 'numerate'.Which of the following skills is a part of being numerate?

Explain insight mining and why it is important.

Which document explains the consumer insight and summarises the strategy decisions,such as position,targeting,objectives and brand strategy?

Name and describe the six common advertising budgeting methods.

The location in the consumer's mind,based on what a product offers and how that compares with the competition,is called its:

Which of the following was a response barrier for the target audience of the 'Earth Hour' campaign?

Which of the following was a consumer insight that helped the 'Earth Hour' campaign succeed?

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

Which element of the creative brief details the brand's essence,personality and image?

What desired response did the 'Earth Hour' campaign achieve?

Safety for Volvo,Help for NRMA and Unbreakable for Toyota Hilux are all:

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