Deck 7: Strategic Planning

Question 1

A(n)________ assesses the external and internal environments that affect marketing operations.

A)market situation analysis
B)point-in-time analysis
C)strategic business unit analysis
D)mission statement
E)action plan

Answer 1

A

Question 2

Adam is assisting in the development of his company's marketing plan, and he has been assigned to assess the external and internal environments that affect the marketing operations. He will be looking 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. What type of analysis is Adam conducting?

A)business analysis
B)competitive analysis
C)internal/external analysis
D)market situation analysis
E)category analysis

Answer 2

D

Question 3

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

A)Strategies
B)Objectives
C)Tactics
D)Motives
E)Insights

Answer 3

C

Question 4

In a SWOT analysis, strengths and weaknesses are ________, and opportunities and threats are ________.

A)primary; secondary
B)internal; external
C)secondary; primary
D)external; internal
E)long-term; short-term

Question 5

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

A)Strategies
B)Needs
C)Tactics
D)Motives
E)Insights

Question 6

Strategic planning is a three-tiered process that starts with the ________.

A)marketing plan
B)initial investment
C)business plan
D)advertising plan
E)SWOT analysis

Question 7

________ is the process of identifying a problem, determining objectives, deciding upon strategies, and implementing tactics.

A)Insight mining
B)Situation analysis
C)Strategic research
D)Strategic planning
E)Marketing research

Question 8

The practice of ________ involves mobilizing a digital crowd to provide collective intelligence in the marketing analysis process.

A)SWOT analysis
B)tactical formulation
C)insight mining
D)crowdsourcing
E)synergy

Question 9

________ are goals to be accomplished with a strategic plan.

A)Strategies
B)Objectives
C)Tactics
D)Motives
E)Needs

Question 10

In which section of a typical campaign plan are media objectives, media selection, media budget allocations, and media scheduling determined?

A)situation analysis
B)key strategic decisions
C)media strategy
D)message strategy
E)campaign management

Question 11

In which section of a typical campaign plan are key consumer insights, the selling premise, and the big idea detailed?

A)situation analysis
B)key strategic decisions
C)media strategy
D)message strategy
E)campaign management

Question 12

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

A)customer equity
B)return-on-investment
C)share of market
D)share of voice
E)customer value

Question 13

Which step of campaign planning details the process by which the effectiveness of the campaign is determined?

A)situation analysis
B)key strategic decisions
C)media strategy
D)message strategy
E)campaign management

Question 14

In which section of a typical campaign plan are the advertising objectives, the target audience, and the brand position specified?

A)situation analysis
B)key strategic decisions
C)media strategy
D)message strategy
E)campaign management

Question 15

A strategic business unit is ________.

A)a line of products
B)all of the offerings under a single brand name
C)a functional department of a company
D)both A and B
E)all of the above

Question 16

What is the most important part of the marketing plan for advertising managers?

A)business objectives
B)business mission statement
C)marketing mix strategy
D)evaluation and control
E)situation analysis

Question 17

A(n)________ plan is more tightly focused on solving a particular marketing communication problem than an annual marketing plan is.

A)business
B)IMC
C)corporate
D)campaign
E)strategic

Question 18

For most organizations, strategic planning starts with ________.

A)formulating a business mission statement
B)identifying the target market
C)determining the required return-on-investment
D)conducting an internal and external environment analysis
E)creating the marketing mix

Question 19

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

A)SWOT
B)SBU
C)IMC
D)the 4 Ps
E)ROI

Question 20

The objectives for planning at the ________ level tend to focus on maximizing profit and return on investment.

A)advertising planning
B)IMC planning
C)marketing planning
D)tactical planning
E)business planning

Question 21

To ________ an objective, a planner uses a comparable effort, such as a similar product or prior brand campaign, to predict a logical goal.

A)target
B)differentiate
C)segment
D)position
E)benchmark

Question 22

In a SWOT analysis, a(n)________ is a positive trait or condition.

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

Question 23

Which of the following is a tangible product feature?

A)quality
B)status
C)value
D)ease of use
E)fashion

Question 24

What do planners use to compare positions of competitors?

A)brand matrix
B)situation matrix
C)differential map
D)perceptual map
E)SWOT map

Question 25

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

A)cue the psychological appeal
B)create awareness
C)stimulate desire
D)establish the brand position
E)connect to positive brand experiences

Question 26

As described in "A Matter of Principle," what objective did 7-Up have when it wanted to reposition its product in 1967?

A)to pick up the green 7-Up bottle in consumers' minds and move it to where Pepsi and Coke are
B)to penetrate the British consumer market
C)to change the perception that 7-Up was too expensive
D)to change the perception that 7-Up was unhealthy
E)to capture a large share of the family market soft drink expenditures

Question 27

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

A)benchmarking
B)targeting
C)segmenting
D)positioning
E)attributing

Question 28

What kind of problems can advertising solve?

A)quality
B)price
C)perception
D)availability
E)all of the above

Question 29

Which type of analysis involves making a chart of a company's product and competitors' products, listing each product's relevant features, evaluating how well the product and the competitors' products perform on that feature, and then evaluating how important each feature is to the target audience?

A)situation analysis
B)segmentation analysis
C)feature analysis
D)differential analysis
E)market situation analysis

Question 30

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

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

Question 31

Advertising shapes the position of a brand, but what anchors it in target consumers' minds?

A)personal experiences
B)price
C)distribution
D)publicity
E)sales promotions

Question 32

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?

A)product differentiation
B)segmentation
C)feature analysis
D)benchmarking
E)targeting

Question 33

In a SWOT analysis, a(n)________ of a business is a trait, condition, or situation that is perceived as negative.

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

Question 34

Which of the following is the most accurate statement about brand loyalty?

A)To create brand loyalty, an advertising campaign must have both cognitive and rational effects.
B)To create brand loyalty, an advertising campaign must have both cognitive and affective effects.
C)To create brand loyalty, an advertising campaign must have both affective and emotional effects.
D)To create brand loyalty, an advertising campaign must have both perceptive and associative effects.
E)To create brand loyalty, an advertising campaign must have both perceptive and emotional effects.

Question 35

Products that really are the same, such as milk, unleaded gas, and over-the-counter drugs, are referred to as ________ products.

A)generic
B)differentiated
C)parity
D)unpositioned
E)positioned

Question 36

In a SWOT analysis, a(n)________ is a trend or development in the environment that will erode business unless the company takes action.

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

Question 37

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

A)Position
B)Competitive advantage
C)Differentiation
D)Segmentation
E)Brand equity

Question 38

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

A)cue the psychological appeal
B)create awareness
C)stimulate desire
D)establish the brand position
E)connect to positive brand experiences

Question 39

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

A)a specific effect that can be measured
B)a time frame
C)a baseline
D)percentage change
E)a hypothesis

Question 40

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

A)cue the psychological appeal
B)create awareness
C)stimulate desire
D)stimulate trial
E)connect to positive brand experiences

Question 41

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

A)communication objective
B)consumer insight
C)creative direction
D)brand imperative
E)proposition or selling idea

Question 42

The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a ________.

A)communication brief
B)situation analysis
C)business plan
D)marketing plan
E)competitive brief

Question 43

Who in an advertising agency is most accurately described as "speaking for the consumer" or "speaking with the voice of the consumer"?

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

Question 44

Which advertising budgeting method compares the total sales with the total advertising budget during the previous year or the average of several years to compute a percentage?

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

Question 45

________ 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.

A)Account planning
B)Advertising planning
C)Consumer planning
D)Message planning
E)Media planning

Question 46

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

A)communication objectives
B)problem
C)target audience
D)brand imperatives
E)support

Question 47

Which of the following explains the consumer insight and summarizes the basic strategy decisions?

A)creative brief
B)research brief
C)business plan
D)IMC plan
E)competitive brief

Question 48

Which concept represents the advertiser's media presence?

A)share of advertising voice
B)share of mind
C)market share
D)competitive share
E)percent of sales

Question 49

Which advertising budgeting method uses competitors' budgets as benchmarks and relates the amount invested in advertising to the product's share of market?

A)historical method
B)benchmarking method
C)competitive budgets
D)percentage-of-sales method
E)comparative budgets

Question 50

Which advertising budgeting method involves developing the budget from the ground up, with objectives as the starting point?

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

Question 51

Which of the following is NOT a common advertising budgeting method?

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

Question 52

Which of the following is NOT typically a responsibility of an account planner?

A)understanding the meaning of the brand
B)articulating communication strategies
C)evaluating the effectiveness of the communication in terms of how the target reacts to it
D)preparing creative briefs based on an understanding of the consumer and the brand
E)deciding the pricing strategy of the brand

Question 53

Which of the following is NOT included in a communication brief?

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

Question 54

Which of the following refers to the amount customers spend on a brand?

A)return on investment
B)share of wallet
C)share of mind
D)value position
E)share of voice

Question 55

Which advertising budgeting method simply bases the annual budget on last year's budget, with a percentage increase for inflation or some other marketplace factor?

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

Question 56

What is at the core of all account planning?

A)consumer research
B)pricing plans
C)hard-sell approaches
D)soft-sell approaches
E)distribution management

Question 57

________ use reasons to persuade consumers whereas ________ build an image for a brand and touch consumers' emotions.

A)Hard-sell approaches; soft-sell approaches
B)Soft-sell approaches; hard-sell approaches
C)Benefit position approaches; usage approaches
D)Category approaches; competitors' approaches
E)Usage approaches; benefit approaches

Question 58

In an advertising agency, who is responsible for researching 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 59

Which component of a communication brief provides the reason to believe the proposition?

A)brand position
B)support
C)creative direction
D)brand imperative
E)proposition or selling idea

Question 60

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"?

A)big idea generating
B)critical thinking
C)creative thinking
D)insight mining
E)insight communicating

Question 61

________ refers to any group of people who have a stake in the success of a company or a brand.

A)Shareholder
B)Stakeholder
C)Contact point
D)Target group
E)Market segment

Question 62

Which of the following is a typical objective of consumer sales promotion?

A)announce news
B)build industry acceptance
C)push through the channel
D)create pull through the channel
E)create brand experience

Question 63

Employees, customers, shareholders, and elected officials are all examples of a company's ________.

A)communities
B)segments
C)partners
D)stakeholders
E)investors

Question 64

Which of the following is NOT a typical objective for public relations?

A)encourage repeat purchase
B)announce news
C)affect attitudes and opinions
D)maximize credibility and likeability
E)create and improve stakeholder relationships

Question 65

The marketing mix strategy includes decisions about the target market, brand position, product design and performance, pricing, distribution, and marketing communication.

Question 66

The objectives at the marketing level tend to be focused on return-on-investment.

Question 67

A market situation analysis assesses the external and internal environments that affect the marketing operations.

Question 68

Key strategic decisions in a typical advertising plan include media objectives, media vehicle selection and budget allocation, media scheduling, and key consumer insight development.

Question 69

A typical advertising or IMC plan includes a situation analysis, key strategic decisions, media strategy, message strategy, and campaign management.

Question 70

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

A)segmentation
B)competitive advantage
C)strategic consistency
D)brand personality
E)psychological positioning

Question 71

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

Question 72

Support from employees for marketing, advertising, and marketing communication programs is managed through an activity called ________.

A)public relations
B)community building
C)internal marketing
D)internal targeting
E)service management

Question 73

The situation analysis of a typical advertising or IMC plan includes background research, a SWOT analysis, and key advertising problems to be solved.

Question 74

A business plan may cover a specific division of the company or a strategic business unit.

Question 75

Marketing planning follows business planning.

Question 76

________ are all the ways and places where a person can come into contact with a brand.

A)Target points
B)Contact points
C)IMC points
D)Brand experiences
E)Brand images

Question 77

Market planning is the process of determining objectives, deciding on strategies, and implementing the tactics to occur within a specified time frame.

Question 78

Which of the following most accurately states the difference between an advertising plan and an IMC plan?

A)the time frame of the plan
B)the amount of research conducted to develop the plan
C)the scope of the plan and the variety of marketing communication areas involved in the effort
D)the formality of the plan
E)the message

Question 79

Which of the following does NOT represent an area where an IMC plan is different from an advertising plan?

A)stakeholders
B)time frame
C)contact points
D)objectives
E)internal marketing

Question 80

Typical objectives for which marketing communication area include increasing sales, attracting attention at selection point, delivering product information, and creating a brand reminder?

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