Exam 7: Strategic Planning

In a SWOT analysis, a(n)________ is an area in which the company could develop an advantage over its competition.

Which type of advertising objective is most closely associated with the Facets Model of Effects category of emotion?

A business mission statement should be a concise expression of the broad goals and policies of the business unit.

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 enjoyed 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 ________.

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

________ is the research-and-analysis process used to gain knowledge and understanding of the consumer that is expressed as a key consumer insight into how people relate to a brand or product.

Distinguish between strategic planning, strategies, and tactics.

Eric is an account planner at a major advertising agency. What three elements are at the heart of an advertising plan and represent the decisions Eric is responsible for as the account planner?

What kind of problems can advertising solve?

According to the concept of ________, messages should vary with the interest of the stakeholder but the brand strategy should remain the same.

What do planners use to compare positions of competitors?

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 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. -For one of the agency's clients, Bob is involved in assisting the team in crafting a position by identifying features of the company's brand as well as the competition to determine where the brand has an advantage over its competitors. Name and describe a technique Bob can use to help structure this analysis.

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

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

Which type of advertising objective is most closely associated with the Facets Model of Effects category of perception?

For most organizations, strategic planning starts with ________.

Why is repositioning a difficult task?

Which of the following is NOT a requirement for a measurable objective?

Establishing in the consumer's mind what a brand offers and how it compares with the competition is ________.