Deck 7: Strategic Planning

Question 1

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

A) marketing concept
B) customer concept
C) integrated marketing communications (IMC)
D) integrated marketing (IM)
E) return-on-investment

Answer 1

return-on-investment

Question 2

The ________ plan parallels the business strategic plan and contains many of the same steps.

A) advertising
B) marketing
C) strategic business unit
D) tactical
E) semi-annual

Answer 2

marketing

Question 3

Which analysis in the marketing planning process looks at the company's history, products, and brands, as well as the competitive environment, consumer trends, and other marketplace trends that affect the product category?

A) market situation analysis
B) point-in-time analysis
C) internal/external analysis
D) mission statement analysis
E) action plan analysis

Answer 3

market situation analysis

Question 4

A(n) ________ plan is more tightly focused on solving a particular marketing communication problem than an annual advertising or IMC plan . Typically it includes a variety of messages carried in different media and is sometimes targeted to different audiences.

A) business
B) marketing
C) communications
D) campaign
E) strategic business unit

Question 5

In a SWOT analysis, a(n) ________ of a business are its positive traits, conditions, and good situations.

A) strength
B) weakness
C) opportunity
D) threat
E) leverage

Question 6

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

A) information
B) attention and awareness
C) emotions
D) action
E) image and symbols

Question 7

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

A) benchmarking
B) targeting
C) segmenting
D) positioning
E) competitive advantage

Question 8

In which marketing process is the objective to establish a location in the consumer's mind based on what the product offers and how that compares with the competition?

A) benchmarking
B) targeting
C) segmenting
D) positioning
E) competitive advantage

Question 9

A location in a consumer's mind where the product or brand is placed relative to its competitors on the basis of the key factors the consumer uses to make a decision is known as a ________.

A) position
B) differential advantage
C) competitive advantage
D) brand
E) point

Question 10

Which of the following element(s) are at the heart of an advertising plan?

A) audience insight, message, medium
B) product strategy and planning
C) pricing strategy
D) distribution decisions and knowing the consumer
E) problem solving and understanding markets

Question 11

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?

A) account manager
B) account planner
C) media director
D) creative director
E) research director

Question 12

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

A) Research the brand.
B) Devise advertising message strategies.
C) Develop communication strategies.
D) Uses a disciplined system to gain consumer insight.
E) pricing strategy planning

Question 13

What is at the basis of all account planning?

A) consumer research
B) pricing plans
C) message strategies
D) product management
E) distribution management

Question 14

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) account manager
B) account planner
C) media director
D) creative director
E) research director

Question 15

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

A) consumer insight
B) increasing trends
C) critical thinking
D) creative thinking
E) creative brief

Question 16

Which of the following is NOT considered an important dimension that account planners seek to understand in planning brand strategies?

A) the brand relationship
B) perceptions
C) media usage
D) the promise
E) the point of differentiation

Question 17

Which document explains the consumer insight and summarizes the strategy decisions?

A) creative brief
B) research brief
C) strategy brief
D) message brief
E) competitive brief

Question 18

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

A) communication objectives
B) problem
C) target audience
D) brand imperatives
E) proposition or selling idea

Question 19

________ 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.

A) Stakeholders
B) Contact points
C) IMC points
D) Contact levels
E) Internal points

Question 20

Contact points, which are all the ways and places where a person can come into contact with a brand or all the points where a message about the brand is delivered, are also called ________.

A) internal points
B) critical points
C) stake points
D) objective points
E) touch points

Question 21

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

A) public relations
B) direct marketing
C) packaging
D) specialties
E) mass media

Question 22

Marketing planning occurs subsequent to business planning.

Question 23

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.

Question 24

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.

Question 25

For advertising managers, the most important part of the marketing plan is the marketing mix strategy.

Question 26

Analysis of SWOTs means finding ways to address the weaknesses and threats and leverage the strengths and opportunities.

Question 27

A strength is an area in which the company could develop an advantage over its competition.

Question 28

Advertising can solve only message-related problems such as image, attitude, perception, and knowledge or information.

Question 29

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.

Question 30

Kodak defined the film category for more than a century. In the late 1990s Kodak faced a major _______ from digital development by Sony and Hewlett-Packard.

A) monopoly
B) Kodak moment
C) threat
D) strength
E) weakness

Question 31

Which of the following was NOT a key point from Kodak's situation analysis?

A) Kodak needed to be more direct in adopting a digital point of view.
B) Kodak needed to make a big statement.
C) Consumers' attitudes toward pictures would probably stay the same when they use digital.
D) Consumers' will not care about the pictures they decide to keep.
E) Consumers liked the concept of deleting unwanted pictures.

Question 32

The following statement appeared in an organization's business plan: "Quick and Dirty Auto Repair aims to offer high-quality auto repair services and a full range of auto parts. QDAR focuses on personalized service to its customers by offering convenience and rapid service. Additionally, QDAR is technologically savvy with computerized monitoring of all parts inventory, to ensure that parts are always in stock, while keeping a balanced level of inventory to maximize inventory turnover. Finally, QDAR has strong vendor relationships with the most service-conscious vendors who are capable of shipping major parts rapidly (on an overnight timeline in most cases)." Which part of a business plan does this represent?

A) business objectives
B) business mission
C) marketing objectives
D) business goals
E) business strategy

Question 33

Kenisha just started working at a major consumer packaged goods manufacturer, and her duties entail assisting in the development of the advertising plan. She has been given her company's business and marketing plans to help her prepare the advertising plan. From her perspective, which part of which plan is most important?

A) the marketing mix strategy of the marketing plan
B) the business mission statement of the business plan
C) the marketing mix strategy of the business plan
D) the target market section of the marketing plan
E) the threats and opportunities section of the business plan

Question 34

What strategy did Special K, which was described in "The Inside Story," pursue to reach its marketing objective of capitalize on consumers' goals to lose weight as a New Year's resolutions?

A) Deluged the market right after the holidays with TV commercials.
B) Positioned Special K as a complex weight loss solution to a complicated problem.
C) Convince customers of a competitor's brand to switch to Special K.
D) Designed a poster campaign reaching women at the moment they are in need of a weight-loss solution and delivering a simple diet in the context of their environment.
E) Convince more men to eat Special K because of the high fiber content of the cereal with advertising on subways.

Question 35

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

A) nondrinkers of coffee
B) the average Joe coffee drinker who was intimidated by ordering espresso drinks.
C) people who switched among several brands of coffee
D) women
E) young professionals

Question 36

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

A) It appealed to the Mature market segment.
B) It positioned 7-Up as a medicinal drink.
C) It positioned 7-Up as a mixer..
D) It positioned 7-Up as a cola, yet not a cola.
E) It appealed to moms as the perfect drink for children.

Question 37

Carrie is trying to describe the unique personality for the brand that the creative team in her advertising agency will be developing ads for. She's trying to put into words the brand's essence, its personality, and image. In which component of the communication brief will this information be included?

A) problem
B) target audience
C) brand position
D) brand imperatives
E) brand synopsis

Question 38

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.?

A) account planner
B) advertiser
C) insights team
D) strategic team
E) target audience planner

Question 39

Which of the following statements is true regarding the results of Kodak's Gallery campaign?

A) It demonstrates that brands have enormous power, even those brands that seem spent, and the creative can play a pivotal role in bringing them back to life.
B) The campaign did not win an Effie.
C) The campaign did not win the London International Award.
D) There was no change in the top-of-mind awareness of Kodak as a company that makes digital products during the first six weeks of the campaign.
E) Kodak's market share did not change as a result of the campaign.

Question 40

According to the case at the end of the chapter, entitled "Chasing the NASCAR Fan," how did Josh Linkler get information to better understand the NASCAR audience?

A) He combined information from several secondary data sources, such as A.C. Nielsen, Mediamark, and Simmons, to devise a NASCAR fan persona.
B) He conducted several focus group interviews with NASCAR fans right at the races by providing them prizes for participating.
C) He devised a promotion where NASCAR fans were given an "e-decoder" device to compare with a code given on a Web site to see if they are winners of prizes, and they could do this daily with the provision that they gave a small amount of personal information each time they played.
D) He devised a promotion in which one NASCAR fan was announced as a winner at each race, but to enter the promotion, participants had to give personal information.
E) He used several different promotion tools, such as sweepstakes, contests, games, and premiums to get NASCAR fans to provide personal information in order to be eligible for prizes.

Question 41

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. In terms of the SWOT analysis, the fact that the demographic analysis indicated that this age group of women will increase considerably in the next 10 years represents a(n) ___________.

A) strength
B) weakness
C) opportunity
D) threat
E) growth potential

Question 42

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. The place in consumers' minds that placed Silkience among other brands targeted to younger women represents Silkience's ________.

A) position
B) competitive advantage
C) competitive disadvantage
D) product differentiation
E) perceptual map

Question 43

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?

A) opportunity
B) product differentiation
C) brand position
D) brand essence
E) brand imperative

Question 44

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. To determine the advertising budget, Susan divided last year's advertising expenditures by last year's sales and then multiplied that by this year's sales forecast. Which advertising budgeting method did Susan use?

A) historical method
B) objective-task method
C) percentage-of-sales method
D) all-you-can-afford method
E) competitive budgeting method

Question 45

What were the key points from Kodak's situation analysis?

Question 46

Fiona was given the information learned in the situation analysis and was tasked with developing the next component of an advertising plan. List the elements that she needs to include in this part of the plan.

Question 47

Explain how Kellogg took advantage of an opportunity in timing with the New Year's Special K campaign described in "The Inside Story.".

Question 48

Describe three questions from the account planning toolkit as explained in the text..

Question 49

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.

Question 50

Describe how NASCAR learned more about their fans as described in the "Hands On" case at the end of the chapter.

Question 51

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?

Question 52

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?

Question 53

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.

Question 54

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. 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.