Exam 8: Strategic Planning

How often is the typical marketing plan evaluated?

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 ________.

The first step in crafting a position is to identify the importance and performance of your brand to determine competitive advantage.

Fashion and safety are both examples of ________.

The O in SWOT analysis stands for ________.

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?

Distinguish between goals and objectives.

Which concept is a measurement that shows whether,in general,the costs of conducting the business are more than matched by the revenue produced in return?

In strategic planning,the idea is to leverage strengths and opportunities and to avoid weaknesses and threats.

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

A brand identity typically represents multiple products within a category.

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

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

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

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

Strategic planning for the organization as a whole is a process that begins with the ________.

Positioning represents one of advertising's most critical tasks.

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

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?

Tony developed the following objective for his brand communication 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?