Deck 7: Strategic Communication Planning

Question 1

In a SWOT analysis, strengths and weakness are __________ and opportunities and threats are ___________ to the organization.

A) external, internal
B) internal, external
C) negative, positive
D) positive, negative

Answer 1

B

Question 2

A SMART marketing objective will

A) be communications oriented
B) provide a time frame
C) not use actual numbers for a benchmark
D) four words or less
E) all of the above

Answer 2

B

Question 3

In a SWOT analysis competitive advantages of the company are considered

A) strengths
B) weaknesses
C) opportunities
D) threats
E) all of the above

Answer 3

A

Question 4

"To increase brand awareness by 25% among women 25-49 after the campaign versus pre-campaign levels" would most likely be a

A) competitive advantage
B) a strategy
C) an objective
D) a tactic
E) none of the above

Question 5

Which one of the following strategic communication tools is carried on the mass media and paid for by an identified sponsor?

A) publicity
B) sales promotion
C) interpersonal
D) advertising
E) none of the above

Question 6

The document that sets the stage for planning by collecting all of the important information about the brand, organization, competition and customer in one place is called a

A) Media plan
B) ROPE analysis
C) SWOT analysis
D) Situation analysis
E) Account planner

Question 7

Objectives that create awareness, recall, recognition or understanding are called

A) Informational objectives
B) Behavioral objectives
C) Motivational objectives
D) Attitudinal objectives
E) Post-action objectives