Chapter Seven

Strategic Planning

Prentice Hall, © 2009 7-2

Strategic planning can be defined as:

a) Determining objectives, deciding on strategies, and implementing tactics

b) Paralleling the business plan, starting with selecting marketing objectives

c) A tightly focused plan solving marketing communication problems, includes a variety of messages

d) The first step in developing an advertising plan, also called backgrounding

Prentice Hall, © 2009 7-3

Strategic planning can be defined as:

a) Determining objectives, deciding on strategies, and implementing tactics

b) Paralleling the business plan, starting with selecting marketing objectives

c) A tightly focused plan solving marketing communication problems, includes a variety of messages

d) The first step in developing an advertising plan, also called backgrounding

Prentice Hall, © 2009 7-4

The marketing plan can be defined as:

a) Identifying media objectives and deciding on advertising tactics

b) Paralleling the business plan, starting with selecting marketing objectives

c) A broad plan designed to identify the budgetary outline of a media plan

d) The primary step used to make sense of information

Prentice Hall, © 2009 7-5

The marketing plan can be defined as:

a) Identifying media objectives and deciding on advertising tactics

b) Paralleling the business plan, starting with selecting marketing objectives

c) A broad plan designed to identify the budgetary outline of a media plan

d) The primary step used to make sense of information

Prentice Hall, © 2009 7-6

An effective IMC plan focuses mostly on key decision makers in the brand planning process.

a) True

b) False

Prentice Hall, © 2009 7-7

An effective IMC plan focuses mostly on key decision makers in the brand planning process.

a) True

b) False

Prentice Hall, © 2009 7-8

Do campaign plans normally include a variety of marcom messages?

a) Yes

b) No

Prentice Hall, © 2009 7-9

Do campaign plans normally include a variety of marcom messages?

a) Yes

b) No

Prentice Hall, © 2009 7-10

A situation analysis is used as part of the marketing plan to:

a) Collect information about the company, brand, competition, and consumers

b) Leverage the strengths and opportunities, and address the weaknesses and threats

c) Focus on maximizing profit and return on investment

d) Develop marketing strategies

Prentice Hall, © 2009 7-11

A situation analysis is used as part of the marketing plan to:

a) Collect information about the company, brand, competition, and consumers

b) Leverage the strengths and opportunities, and address the weaknesses and threats

c) Focus on maximizing profit and return on investment

d) Develop marketing strategies

Prentice Hall, © 2009 7-12

A SWOT analysis, the primary tool used to make sense of information, is used to:

a) Identify the external and internal competitors that affect the marketing operations

b) Leverage the strengths and opportunities, and address the weaknesses and threats

c) Focus on growing media exposured) Develop a perpetual map of

positioning

Prentice Hall, © 2009 7-13

A SWOT analysis, the primary tool used to make sense of information, is used to:

a) Identify the external and internal competitors that affect the marketing operations

b) Leverage the strengths and opportunities, and address the weaknesses and threats

c) Focus on growing media exposured) Develop a perpetual map of

positioning

Prentice Hall, © 2009 7-14

Planners utilize effects-based advertising objectives mostly for backgrounding a situation.

a) True

b) False

Prentice Hall, © 2009 7-15

Planners utilize effects-based advertising objectives mostly for backgrounding a situation.

a) True

b) False

Prentice Hall, © 2009 7-16

Can a position be defined as a place in the minds of the competition?

a) Yes

b) No

Prentice Hall, © 2009 7-17

Can a position be defined as a place in the minds of the competition?

a) Yes

b) No

Prentice Hall, © 2009 7-18

A strategy to create product differences distinguishing your product from others is called:

a) Positioningb) A perceptual mapc) Product differentiationd) Account planning

Prentice Hall, © 2009 7-19

A strategy to create product differences distinguishing your product from others is called:

a) Positioningb) A perceptual mapc) Product differentiationd) Account planning

Prentice Hall, © 2009 7-20

If we say that “Hallmark is loving,” we are really talking about brand personality.

a) True

b) False

Prentice Hall, © 2009 7-21

If we say that “Hallmark is loving,” we are really talking about brand personality.

a) True

b) False

Prentice Hall, © 2009 7-22

The big budgeting question for both the marketing mix and marketing communication mix is:

a) Which account gets the most media budget spending?

b) How much do we need to spend?c) Which communication brief is

most effective?d) How much does the competition

spend?

Prentice Hall, © 2009 7-23

The big budgeting question for both the marketing mix and marketing communication mix is:

a) Which account gets the most media budget spending?

b) How much do we need to spend?c) Which communication brief is

most effective?d) How much does the competition

spend?

Prentice Hall, © 2009 7-24

If an account planner can identify the “who,” “what,” and “where,” she has fulfilled much of her mission.

a) True

b) False

Prentice Hall, © 2009 7-25

If an account planner can identify the “who,” “what,” and “where,” she has fulfilled much of her mission.

a) True

b) False

Prentice Hall, © 2009 7-26

In insight mining, one might ask all of the following except:

a) What is a realistic response for this target group?

b) What are the causes of their lack of response?

c) What is the average income and education of the target group?

d) What could motivate the target group to respond in the desired way?

Prentice Hall, © 2009 7-27

In insight mining, one might ask all of the following except:

a) What is a realistic response for this target group?

b) What are the causes of their lack of response?

c) What is the average income and education of the target group?

d) What could motivate the target group to respond in the desired way?

Prentice Hall, © 2009 7-28

Can planners use a communication brief to explain consumer insights?

a) Yes

b) No

Prentice Hall, © 2009 7-29

Can planners use a communication brief to explain consumer insights?

a) Yes

b) No

Prentice Hall, © 2009 7-30

Does an IMC plan utilize about the same number of tools as an advertising plan?

a) Yes

b) No

Prentice Hall, © 2009 7-31

Does an IMC plan utilize about the same number of tools as an advertising plan?

a) Yes

b) No

Prentice Hall, © 2009 7-32

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2009 Pearson Education, Inc.  Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice HallPublishing as Prentice Hall