Exam 7: Strategic Planning

Increase sales, attract attention at selection point, deliver product information, or create brand reminder are typical objectives for which marketing communication area?

Name and describe the nine components of the communication brief that were given in the Communication Brief Outline that is used at Ogilvy and Mather.

Who in an advertising agency has been compared to a social anthropologist because he or she is in touch with cultural and social trends and understands how they take on relevance in people's lives?

A business plan may cover a specific division of the company or a strategic business unit, such as a line of products or all the offerings under a single brand name.

MINI-CASE 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. -Refer to Mini-Case. Bob is an account planner. facing his greatest challenge, insight mining. Explain insight mining.

The business planning process starts with a business mission statement that is unique, focused, and differentiating, one that supports the broad goals and policies of the business unit.

You work at an advertising agency, and a new employee asks you the difference between an IMC plan and an advertising plan. Explain the three main areas where an IMC plan is different from an advertising plan.

What is the fuel that fires the ideas for an account planner?

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

Which advertising and IMC strategy or strategies are commonly used to affect perception?

MINI-CASE 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. -Refer to Mini-Case. What is Bob's function called?

Determining what place a product should occupy in a given market is called ________.

Which of the following is NOT considered a task performed by an account planner?

MINI-CASE 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. -Refer to Mini-Case. What will Bob include in the creative brief that he prepares for the creative department?

MINI-CASE Susan is working on the advertising plan for her company's brand of shampoo named Silkience. She has conducted a SWOT analysis and learned that her company enjoyed a strong financial position and has good working relations with the resellers of their 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, and it is a gentle shampoo that will not wash out color, especially semi-permanent color that women of this age tend to use. However, she 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 their previous ads tended to use younger-looking models. There was also nothing in the previous advertising campaigns that really explained the benefits of their brand, such as suggesting that it was gentler for semi-permanent-colored hair. -Refer to Mini-Case. 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 time before having to color her hair again. What does this product attribute represent?

________ are all the ways and places where a person can come into contact with a brand; all the points where a message about the brand is delivered.

At what market was the Dunkin' Donuts coffee campaign, described in text directed?

In "Practical Tips" function of the _______ is to know what consumers think and feel and how they behave when it come to the products and services the company sells.?

Who in an advertising agency uses the research-and-analysis process to research a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants?

As described in "A Matter of Practice," what did 'Uncola' do for 7-Up?