Exam 7: Strategic Planning

Which of the following tasks of an account planner has been described as "peering into nooks and crannies without losing sight of the big picture in order to identify a key insight that can transform a client's business"?

________ are concerned with how to accomplish objectives outlined in a strategic plan.

Stimulating trial,sample or purchase is one type of persuasion objective that might be included in a marcom plan.

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

The percentage of the category purchases that are made by the brand's customers is known as ________.

Which of the following is LEAST likely a behavioral objective of a marcom plan?

A typical advertising plan involves a SWOT analysis leading to the identification of the key communication problem.

Which of the following refers to a description of what senior management sees as an organization's future?

________ is found where the product has a strong feature in an area that is important to the target and in which the competition is weaker.

Which of the following monitors the entire business planning process?

Which type of communication objective is most closely associated with the Facets Model of Effects category of cognition?

________ are the actions that make the strategic plan come to life.

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

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

Which of the following refers to the fundamental principles that guide the operations of a business?

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

Which strategy is designed to focus attention on product differences that are important to consumers and that distinguish the company's product from its competitors?

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogs,website,and retail outlets.It uses the same models in its catalog and in its print ads as well as on its website.Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues.From this information,you can infer that Delia's is using ________.

The principle in repositioning is to move ahead while at the same time maintaining the same ________.

SWOT analysis is a type of ________.