Exam 7: Strategic Planning

The communication brief is the first step in the ________ process.

The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a ________.

A(n)________ assesses the external and internal environments that affect marketing operations.

A brand's position is based on a particular feature or attribute as well as on some notion of comparison to other brands.

Of the following,it is most important for marketers to develop ________ for their brands.

Sarah is trying to think of ways to better define the marketing problem she is facing.List three "What's going on?" type questions that might be helpful to Sarah in defining the marketing problem.

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's place in consumers' minds among other brands targeted to younger women represents Silkience's ________.

Products that really are the same,such as milk,unleaded gas,and over-the-counter drugs,are referred to as ________ products.

________ is the process of identifying a problem,determining objectives,deciding upon strategies,and implementing tactics.

Market planning is the process of identifying a problem,determining objectives,deciding on strategies,and implementing the tactics to occur within a specified time frame.

Brand ________ often comes from being the first brand in the market.

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

Newman's Own is a brand of salad dressing.In 2004,low-carbohydrate dieting became the craze among consumers,with millions attempting to follow a low-carb lifestyle.In print advertising,Newman's Own featured the fact that several of its dressings are low in carbohydrates.In terms of a SWOT analysis,the low-carb diet trend among consumers represents a(n)________.

In an advertising agency,who is responsible for researching a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants?

A brand identity typically represents multiple products within a category.

Which component of a communication brief explains the target's motivations and the "major truths" about the target's relationship to the brand?

Under the brand position section of a communication brief,the brand essence,brand personality,and image are described.

Which of the following is LEAST likely included in a communication brief?

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

In Party People's marketing plan,two of the company goals are "Achieve growth rate in sales of 15% for the year 2013" and "Maintain a gross margin of 40% each month." As indicated by these two examples,an objective should be ________.