Exam 7: Strategic Planning

In a SWOT analysis,a(n)________ is an area in which the company could develop an advantage over its competition.

Explain insight mining and why it is important.

How do consumers typically recognize a brand?

While working on a campaign plan for a client,Madeleine was given the task of understanding the brand's position within the competitive marketplace.What is a position of a brand?

Which component of a communication brief provides the reason to believe the proposition?

In a(n)________ sell effort,a brand sets itself against other brands in its product category.

Compare and contrast a business plan,a marketing plan,and a brand communication plan.

A company with a corporate mission that reflects its desire to do good has a ________ marketing philosophy.

________ are goals to be accomplished with a strategic plan.

Which component of a communication brief states the single-minded thought that the communication will bring to life in a provocative way?

Being the first brand in a product category often leads to a brand establishing a ________ position.

A brand perception is created from information,feelings,and personal experiences with a brand.

Refer to the following passage to answer the questions below. Bob works at a major advertising agency, and his job entails understanding the meaning of the client's brand and the target audience's relationship to the brand. He must also articulate communication strategies, prepare a creative brief based on an understanding of the consumer and the brand, and finally, evaluate the effectiveness of the communication in terms of how the target reacts to it. -What should Bob include in the creative brief that he prepares for the creative department?

A brand ________ is what makes consumers brand loyal.

Identifying market segments happens in marketing plans,but targeting audiences for specific messages happens in brand communication plans.

Harpo Enterprises maintains the Oprah Winfrey show,a website,and O magazine.Because Harpo Enterprises practices integrated marketing communications,these different brand contacts all maintain ________ in design and tone.

Explain the purpose of a perceptual map.

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 enjoys 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 of time before having to color her hair again.What does this product attribute represent?

The focus of the ________ consumer response from the Facets Model of Effects is cueing brand position or leadership.

The account planner is the voice of the consumer.