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Chapter Seven
Strategic Planning
Strategic planning can be defined as:
a)
b)
c)
d)
Determining objectives, deciding on
strategies, and implementing tactics
Paralleling the business plan, starting with
selecting marketing objectives
A tightly focused plan solving marketing
communication problems, includes a variety
of messages
The first step in developing an advertising
plan, also called backgrounding
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7-2
Strategic planning can be defined as:
a)
b)
c)
d)
Determining objectives, deciding on
strategies, and implementing tactics
Paralleling the business plan, starting with
selecting marketing objectives
A tightly focused plan solving marketing
communication problems, includes a variety
of messages
The first step in developing an advertising
plan, also called backgrounding
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7-3
The marketing plan can be defined as:
a)
b)
c)
d)
Identifying media objectives and
deciding on advertising tactics
Paralleling the business plan, starting
with selecting marketing objectives
A broad plan designed to identify the
budgetary outline of a media plan
The primary step used to make sense
of information
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7-4
The marketing plan can be defined as:
a)
b)
c)
d)
Identifying media objectives and
deciding on advertising tactics
Paralleling the business plan, starting
with selecting marketing objectives
A broad plan designed to identify the
budgetary outline of a media plan
The primary step used to make sense
of information
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7-5
An effective IMC plan focuses mostly
on key decision makers in the brand
planning process.
a)
True
b)
False
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7-6
An effective IMC plan focuses mostly
on key decision makers in the brand
planning process.
a)
True
b)
False
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7-7
Do campaign plans normally include
a variety of marcom messages?
a)
Yes
b)
No
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7-8
Do campaign plans normally include
a variety of marcom messages?
a)
Yes
b)
No
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7-9
A situation analysis is used as
part of the marketing plan to:
a)
b)
c)
d)
Collect information about the company,
brand, competition, and consumers
Leverage the strengths and opportunities,
and address the weaknesses and threats
Focus on maximizing profit and return on
investment
Develop marketing strategies
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7-10
A situation analysis is used as
part of the marketing plan to:
a)
b)
c)
d)
Collect information about the company,
brand, competition, and consumers
Leverage the strengths and opportunities,
and address the weaknesses and threats
Focus on maximizing profit and return on
investment
Develop marketing strategies
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7-11
A SWOT analysis, the primary tool
used to make sense of information,
is used to:
a)
b)
c)
d)
Identify the external and internal
competitors that affect the marketing
operations
Leverage the strengths and opportunities,
and address the weaknesses and threats
Focus on growing media exposure
Develop a perpetual map of positioning
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7-12
A SWOT analysis, the primary tool
used to make sense of information,
is used to:
a)
b)
c)
d)
Identify the external and internal
competitors that affect the marketing
operations
Leverage the strengths and opportunities,
and address the weaknesses and threats
Focus on growing media exposure
Develop a perpetual map of positioning
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7-13
Planners utilize effects-based
advertising objectives mostly for
backgrounding a situation.
a)
True
b)
False
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7-14
Planners utilize effects-based
advertising objectives mostly for
backgrounding a situation.
a)
True
b)
False
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7-15
Can a position be defined as a place
in the minds of the competition?
a)
Yes
b)
No
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7-16
Can a position be defined as a place
in the minds of the competition?
a)
Yes
b)
No
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7-17
A strategy to create product
differences distinguishing your
product from others is called:
a)
b)
c)
d)
Positioning
A perceptual map
Product differentiation
Account planning
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7-18
A strategy to create product
differences distinguishing your
product from others is called:
a)
b)
c)
d)
Positioning
A perceptual map
Product differentiation
Account planning
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7-19
If we say that “Hallmark is loving,”
we are really talking about brand
personality.
a)
True
b)
False
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7-20
If we say that “Hallmark is loving,”
we are really talking about brand
personality.
a)
True
b)
False
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7-21
The big budgeting question for
both the marketing mix and
marketing communication mix is:
a)
b)
c)
d)
Which account gets the most media
budget spending?
How much do we need to spend?
Which communication brief is most
effective?
How much does the competition
spend?
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7-22
The big budgeting question for
both the marketing mix and
marketing communication mix is:
a)
b)
c)
d)
Which account gets the most media
budget spending?
How much do we need to spend?
Which communication brief is most
effective?
How much does the competition
spend?
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7-23
If an account planner can identify the
“who,” “what,” and “where,” she has
fulfilled much of her mission.
a)
True
b)
False
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7-24
If an account planner can identify the
“who,” “what,” and “where,” she has
fulfilled much of her mission.
a)
True
b)
False
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7-25
In insight mining, one might ask all
of the following except:
a)
b)
c)
d)
What is a realistic response for this
target group?
What are the causes of their lack of
response?
What is the average income and
education of the target group?
What could motivate the target group
to respond in the desired way?
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7-26
In insight mining, one might ask all
of the following except:
a)
b)
c)
d)
What is a realistic response for this
target group?
What are the causes of their lack of
response?
What is the average income and
education of the target group?
What could motivate the target group
to respond in the desired way?
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7-27
Can planners use a communication
brief to explain consumer insights?
a)
Yes
b)
No
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7-28
Can planners use a communication
brief to explain consumer insights?
a)
Yes
b)
No
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7-29
Does an IMC plan utilize about
the same number of tools as an
advertising plan?
a)
Yes
b)
No
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7-30
Does an IMC plan utilize about
the same number of tools as an
advertising plan?
a)
Yes
b)
No
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7-31
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Publishing as Prentice Hall
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7-32