Exam 7: Strategic Planning

Tony developed the following objective for his advertising plan: "Increase market share in the consumer market from 10 percent to 15 percent in one year." What is wrong with this advertising plan objective?

As described in "A Matter of Principle," what objective did 7-Up have for its campaign in 1967?

Fashion and safety are both examples of ________.

Define account planning and describe the tasks involved.

Which type of positioning is relatively easy to establish if the brand is faster,fancier,safer,or newer?

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 is Bob's function called?

What are two possible marcom objectives in the behavior category of the Facets Model of Effects?

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. -Massiel,the account planner for Silkience,investigated all of the research on the brand,looking for possible reasons that the target market has not responded and for ideas about how they could be motivated to respond in the desired way.Which of the following was Massiel doing?

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. -In terms of the SWOT analysis,the fact that the demographic analysis indicated that this age group of women will increase considerably in the next 10 years represents a(n)________.

A business plan always directs the operations of the entire company.

Walmart's "Always Low Prices" is a classic example of a ________ position.