Question 1

A firm may operate with an annual ________ plan that outlines all its communication activities.

Accepted Answer

A) marketing 
B) selling 
C) promotion 
D) brand communication 
E) none of the above 
A) marketing 
B) selling 
C) promotion 
D) brand communication 
E) none of the above

Question 2

Which of the following statements describes a change in the role of planners today?

Accepted Answer

A) Characteristics such as 'logic' and 'magic' no longer apply. 
B) Planning is a more collaborative process with many inputs and answers. 
C) Today's planner needs to be a purely strategic thinker. 
D) The role of the planner is no longer to inspire creativity because the focus is on business goals. 
E) Planning takes place in the realm of advertising solutions. 
A) Characteristics such as 'logic' and 'magic' no longer apply. 
B) Planning is a more collaborative process with many inputs and answers. 
C) Today's planner needs to be a purely strategic thinker. 
D) The role of the planner is no longer to inspire creativity because the focus is on business goals. 
E) Planning takes place in the realm of advertising solutions.

Question 3

Who in an advertising agency is most accurately described as the 'consumer's advocate' or the 'voice of the consumer'?

Accepted Answer

A) Account manager 
B) Account planner 
C) Media director 
D) Creative director 
E) Research director 
A) Account manager 
B) Account planner 
C) Media director 
D) Creative director 
E) Research director

Question 4

A strategic decision that helped the 'Earth Hour' campaign succeed was deciding to promote an inclusive,social action.

Accepted Answer

A) True 
 B)False

Question 5

The creative brief should NOT include:

Accepted Answer

A) the company's five-year plan 
B) the brand personality 
C) campaign requirements 
D) mandatory inclusions or exclusions 
E) any of the above 
A) the company's five-year plan 
B) the brand personality 
C) campaign requirements 
D) mandatory inclusions or exclusions 
E) any of the above

Question 6

Maslow's hierarchy of needs can help to uncover the dominant motivation of the audience towards a particular product and identify an advertising strategy that speaks to it most effectively.

Accepted Answer

A) True 
 B)False

Question 7

Strategic planning is the process of determining objectives,deciding upon strategies,and identifying the resources required for implementation.

Accepted Answer

A) True 
 B)False

Question 8

A good account planner must be numerate,curious about people and most comfortable in a highly structured work environment.

Accepted Answer

A) True 
 B)False

Question 9

Typically,companies using which of the following advertising budgeting methods don't value advertising as a strategic imperative?

Accepted Answer

A) Historical budgeting 
B) Objective-task method 
C) Competitive parity method 
D) Percentage-of-sales method 
E) All-you-can-afford method 
A) Historical budgeting 
B) Objective-task method 
C) Competitive parity method 
D) Percentage-of-sales method 
E) All-you-can-afford method

Question 10

________ can help to uncover the dominant motivation of the audience towards a particular product and identify an advertising strategy that speaks to it most effectively.

Accepted Answer

A) Trio of needs 
B) Maslow's hierarchy of needs 
C) Fishbein's Motivation Model 
D) The FCB Grid 
E) All of the above 
A) Trio of needs 
B) Maslow's hierarchy of needs 
C) Fishbein's Motivation Model 
D) The FCB Grid 
E) All of the above

Question 11

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

Accepted Answer

A) Point-of-purchase 
B) Touch points 
C) Contact points 
D) Fly-buy points 
E) Both (b)and (c) 
A) Point-of-purchase 
B) Touch points 
C) Contact points 
D) Fly-buy points 
E) Both (b)and (c)

Question 12

What are the basic elements of a brand communication plan?

Accepted Answer

identifies the following elements:
(1)In

Question 13

Mostly,the objective of direct response is to:

Accepted Answer

A) increase loyalty 
B) drive immediate action 
C) diminish customer turnover 
D) none of these 
A) increase loyalty 
B) drive immediate action 
C) diminish customer turnover 
D) none of these

Question 14

Employees are particularly important and their support or 'buy in' for marketing,advertising and brand communication programs is managed through an activity called ________.

Accepted Answer

A) organisational communication 
B) internal communication 
C) consultation 
D) the feedback loop 
E) both (a)and (b) 
A) organisational communication 
B) internal communication 
C) consultation 
D) the feedback loop 
E) both (a)and (b)

Question 15

Which of the following ways of working is NOT associated with success as an account planner?

Accepted Answer

A) Accepts nothing at face value 
B) Is curious about what makes people think the way they do 
C) Can see a problem from different angles 
D) Can take a creative idea and guess its effectiveness 
E) Prefers to work alone in order to stay focused 
A) Accepts nothing at face value 
B) Is curious about what makes people think the way they do 
C) Can see a problem from different angles 
D) Can take a creative idea and guess its effectiveness 
E) Prefers to work alone in order to stay focused

Question 16

________ can help to clarify the customer's existing or potential relationship with the brand.

Accepted Answer

A) Customer-Based Brand Equity 
B) Brand Identity System 
C) Brand Identity Prism 
D) Brand Onion 
E) Brand DNA
F)Lovemarks
G)All of these
H)None of these 
A) Customer-Based Brand Equity 
B) Brand Identity System 
C) Brand Identity Prism 
D) Brand Onion 
E) Brand DNA
F)Lovemarks
G)All of these
H)None of these

Question 17

The reason behind the proposition is referred to as the ________.

Accepted Answer

A) objective 
B) support 
C) argument 
D) issue 
E) all of the above 
A) objective 
B) support 
C) argument 
D) issue 
E) all of the above

A firm may operate with an annual ________ plan that outlines all its communication activities.

Which of the following statements describes a change in the role of planners today?

Who in an advertising agency is most accurately described as the 'consumer's advocate' or the 'voice of the consumer'?

A strategic decision that helped the 'Earth Hour' campaign succeed was deciding to promote an inclusive,social action.

The creative brief should NOT include:

Maslow's hierarchy of needs can help to uncover the dominant motivation of the audience towards a particular product and identify an advertising strategy that speaks to it most effectively.

Strategic planning is the process of determining objectives,deciding upon strategies,and identifying the resources required for implementation.

A good account planner must be numerate,curious about people and most comfortable in a highly structured work environment.

Typically,companies using which of the following advertising budgeting methods don't value advertising as a strategic imperative?

________ can help to uncover the dominant motivation of the audience towards a particular product and identify an advertising strategy that speaks to it most effectively.

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

What are the basic elements of a brand communication plan?

Mostly,the objective of direct response is to:

Employees are particularly important and their support or 'buy in' for marketing,advertising and brand communication programs is managed through an activity called ________.

Which of the following ways of working is NOT associated with success as an account planner?

________ can help to clarify the customer's existing or potential relationship with the brand.

The reason behind the proposition is referred to as the ________.

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

A firm may operate with an annual ________ plan that outlines all its communication activities.

Which of the following statements describes a change in the role of planners today?

Who in an advertising agency is most accurately described as the 'consumer's advocate' or the 'voice of the consumer'?

A strategic decision that helped the 'Earth Hour' campaign succeed was deciding to promote an inclusive,social action.

The creative brief should NOT include:

Maslow's hierarchy of needs can help to uncover the dominant motivation of the audience towards a particular product and identify an advertising strategy that speaks to it most effectively.

Strategic planning is the process of determining objectives,deciding upon strategies,and identifying the resources required for implementation.

A good account planner must be numerate,curious about people and most comfortable in a highly structured work environment.

Typically,companies using which of the following advertising budgeting methods don't value advertising as a strategic imperative?

________ can help to uncover the dominant motivation of the audience towards a particular product and identify an advertising strategy that speaks to it most effectively.

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

What are the basic elements of a brand communication plan?

Mostly,the objective of direct response is to:

Employees are particularly important and their support or 'buy in' for marketing,advertising and brand communication programs is managed through an activity called ________.

Which of the following ways of working is NOT associated with success as an account planner?

________ can help to clarify the customer's existing or potential relationship with the brand.

The reason behind the proposition is referred to as the ________.

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