Question 1

What is the most important part of the marketing plan for marcom managers?

Accepted Answer

A)  business objectives 
B)  perceptual mapping 
C)  brand strategy 
D)  insight mining 
E)  situation analysis 
A)  business objectives 
B)  perceptual mapping 
C)  brand strategy 
D)  insight mining 
E)  situation analysis

Question 2

Which of the following is a tangible product feature?

Accepted Answer

A)  quality 
B)  status 
C)  value 
D)  ease of use 
E)  fashion 
A)  quality 
B)  status 
C)  value 
D)  ease of use 
E)  fashion

Question 3

Why is repositioning a difficult task?

Accepted Answer

Repositioning involves changing a produc

Question 4

Quality and value are both examples of tangible product attributes.

Accepted Answer

A) True 
 B)False

Question 5

Feature analysis is used to assess a brand's features in comparison to competitors' products.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following refers to the overall direction of a marcom plan?

Accepted Answer

A)  brand position 
B)  communication objective 
C)  brand communication strategy 
D)  Big Idea 
E)  consumer insight 
A)  brand position 
B)  communication objective 
C)  brand communication strategy 
D)  Big Idea 
E)  consumer insight

Question 7

The W in SWOT analysis stands for ________.

Accepted Answer

A)  wins 
B)  wages 
C)  weaknesses 
D)  whys 
E)  websites 
A)  wins 
B)  wages 
C)  weaknesses 
D)  whys 
E)  websites

Question 8

Which component of a communication brief details the brand's essence,personality,and image?

Accepted Answer

A)  communication objectives 
B)  problem 
C)  target audience 
D)  brand imperatives 
E)  support 
A)  communication objectives 
B)  problem 
C)  target audience 
D)  brand imperatives 
E)  support

Question 9

What is at the core of all account planning?

Accepted Answer

A)  consumer research 
B)  pricing plans 
C)  situation analysis 
D)  competitive advantage 
E)  distribution management 
A)  consumer research 
B)  pricing plans 
C)  situation analysis 
D)  competitive advantage 
E)  distribution management

Question 10

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.

Accepted Answer

A) True 
 B)False

Question 11

Identify three questions account planners can use to gain useful insights from consumer and market research.

Accepted Answer

Students can describe any three of the f

Question 12

The T in SWOT analysis stands for ________.

Accepted Answer

A)  time 
B)  team 
C)  trade 
D)  tactics 
E)  threats 
A)  time 
B)  team 
C)  trade 
D)  tactics 
E)  threats

Question 13

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.

Accepted Answer

A) True 
 B)False

Question 14

Positioning represents one of advertising's most critical tasks.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following refers to the mental impression that consumers construct for a product?

Accepted Answer

A)  brand personality 
B)  brand image 
C)  brand promise 
D)  brand loyalty 
E)  brand preference 
A)  brand personality 
B)  brand image 
C)  brand promise 
D)  brand loyalty 
E)  brand preference

Question 16

Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets.Each business is called a(n)________.

Accepted Answer

A)  return on investment (ROI) 
B)  strategic business unit (SBU) 
C)  integrated media company (IM
C)  
D)  key account 
E)  business portfolio 
A)  return on investment (ROI) 
B)  strategic business unit (SBU) 
C)  integrated media company (IM
C)  
D)  key account 
E)  business portfolio

Question 17

Once a position is established in consumers' minds,it is difficult for marketers to change it.

Accepted Answer

A) True 
 B)False

Question 18

The focus of the ________ consumer response from the Facets Model of Effects is cueing a brand image.

Accepted Answer

A)  see/hear 
B)  feel 
C)  think/understand 
D)  connect 
E)  believe 
A)  see/hear 
B)  feel 
C)  think/understand 
D)  connect 
E)  believe

Question 19

In a SWOT analysis,a ________ is a positive trait or condition.

Accepted Answer

A)  strength 
B)  win 
C)  benefit 
D)  threat 
E)  leverage 
A)  strength 
B)  win 
C)  benefit 
D)  threat 
E)  leverage

Question 20

Which of the following would a planner use to compare positions of competitors?

Accepted Answer

A)  brand matrix 
B)  situation matrix 
C)  differential map 
D)  perceptual map 
E)  SWOT map 
A)  brand matrix 
B)  situation matrix 
C)  differential map 
D)  perceptual map 
E)  SWOT map

What is the most important part of the marketing plan for marcom managers?

Which of the following is a tangible product feature?

Why is repositioning a difficult task?

Quality and value are both examples of tangible product attributes.

Feature analysis is used to assess a brand's features in comparison to competitors' products.

Which of the following refers to the overall direction of a marcom plan?

The W in SWOT analysis stands for ________.

Which component of a communication brief details the brand's essence,personality,and image?

What is at the core of all account planning?

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.

Identify three questions account planners can use to gain useful insights from consumer and market research.

The T in SWOT analysis stands for ________.

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.

Positioning represents one of advertising's most critical tasks.

Which of the following refers to the mental impression that consumers construct for a product?

Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets.Each business is called a(n)________.

Once a position is established in consumers' minds,it is difficult for marketers to change it.

The focus of the ________ consumer response from the Facets Model of Effects is cueing a brand image.

In a SWOT analysis,a ________ is a positive trait or condition.

Which of the following would a planner use to compare positions of competitors?

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 7: Strategic Planning

What is the most important part of the marketing plan for marcom managers?

Which of the following is a tangible product feature?

Why is repositioning a difficult task?

Quality and value are both examples of tangible product attributes.

Feature analysis is used to assess a brand's features in comparison to competitors' products.

Which of the following refers to the overall direction of a marcom plan?

The W in SWOT analysis stands for ________.

Which component of a communication brief details the brand's essence,personality,and image?

What is at the core of all account planning?

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.

Identify three questions account planners can use to gain useful insights from consumer and market research.

The T in SWOT analysis stands for ________.

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.

Positioning represents one of advertising's most critical tasks.

Which of the following refers to the mental impression that consumers construct for a product?

Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets.Each business is called a(n)________.

Once a position is established in consumers' minds,it is difficult for marketers to change it.

The focus of the ________ consumer response from the Facets Model of Effects is cueing a brand image.

In a SWOT analysis,a ________ is a positive trait or condition.

Which of the following would a planner use to compare positions of competitors?

Advertising

Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters