68) Advertisements for Netflix, a provider of on-demand streaming videos, feature the slogan
“Watch anytime, anywhere, instantly.” Which type of brand positioning does this most clearly
indicate?
A) preemptive position
B) value position
C) psychological position
D) usage position
E) competitive position
69) Of the following, it is most important for marketers to develop ________ for their brands.
A) preemptive positions
B) unique market positions
C) cross-functional organizations
D) marketing ROI data
E) value positions
21
Copyright © 2019 Pearson Education, Inc.
Refer to the following scenario to answer the questions below.
Susan is working on the advertising plan for her company’s shampoo, Silkience. She has
conducted a SWOT analysis and learned that her company enjoys a strong financial position and
has good working relations with the resellers of its brands. The primary target customers for this
brand are women between the ages of 35 and 50, and a 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. It is a gentle shampoo that will not wash out color,
especially semi-permanent color that women of this age tend to use. However, Susan 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 previous ads tended to use younger-looking
models. There was also nothing in the previous advertising campaigns that really explained the
benefits of the brand, such as suggesting that it was gentler for semi-permanent-colored hair.
70) 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) trend
B) weakness
C) opportunity
D) threat
E) win
71) Silkience’s place in consumers’ minds among other brands targeted to younger women
represents Silkience‘s ________.
A) position
B) competitive advantage
C) competitive disadvantage
D) target
E) perceptual map
72) 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 of time before having to
color her hair again. What does this product attribute represent?
A) opportunity
B) product differentiation
C) brand position
D) brand target
E) brand imperative
73) Massiel, the account planner for Silkience, investigated all of the research on the brand,
looking for possible reasons that the target market has not responded and for ideas about how
they could be motivated to respond in the desired way. Which of the following was Massiel
doing?
A) perceptual mapping
B) repositioning
C) insight mining
D) feature analyzing
E) brand positioning
74) ________ 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
75) 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
76) 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
77) 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
78) What is at the core of all account planning?
A) consumer research
B) pricing plans
C) situation analysis
D) competitive advantage
E) distribution management
79) 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
80) 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
81) Which of the following explains consumer insights and summarizes basic strategy decisions?
A) creative brief
B) research brief
C) business plan
D) IMC plan
E) competitive brief
82) Which of the following is LEAST likely included in a communication brief?
A) proposition or selling idea
B) problem
C) target audience
D) brand imperatives
E) sales force objectives
83) 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
84) 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
85) 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
86) Which component of a communication brief explains the target’s motivations and the “major
truths” about the target’s relationship to the brand?
A) brand position
B) consumer insights
C) creative direction
D) problem
E) brand imperatives
87) In a(n) ________ sell effort, a brand sets itself against other brands in its product category.
A) category
B) service
C) competitive
D) identity
E) loyalty
88) The consumer insight process begins with ________.
A) a creative brief
B) insight research
C) a perceptual map
D) a SWOT analysis
E) break-even analysis
89) The communication brief is the first step in the ________ process.
A) market research
B) perceptual mapping
C) creative
D) insight research
E) SWOT analysis
90) Mean Jeans is a brand of durable and fashionable jeans marketed to 14-to-24-year-old boys
and men. In the data analysis process, an account planner for Mean Jeans discovers that the total
amount of money spent on jeans by all 14-to-24-year-old males has decreased by 8% in the past
year. This represents a(n) ________ problem.
A) preemptive
B) insight
C) perceptual
D) category sell
E) competitive sell
91) Market planning is the process of identifying a problem, determining objectives, deciding on
strategies, and implementing the tactics to occur within a specified time frame.
92) The marketing plan process typically follows business planning.
93) A business plan always directs the operations of the entire company.
94) A business mission statement should be a concise expression of the broad goals and policies
of the business.
95) Many companies have the business philosophy of making a profit.
96) A situation analysis assesses the external and internal environments that affect marketing
operations.
97) The marketing mix strategy includes decisions about the target market, brand position,
product design and performance, pricing, distribution, and marketing communication.
98) A business plan often begins with a vision statement or mission statement.
99) In the typical process of developing a marketing plan, marketing mix strategies are
developed before target markets are identified.
100) A strategy focuses on how to execute and implement a marketing plan.
101) Sales objectives may be set annually, quarterly, or even weekly.
102) In strategic planning, the idea is to leverage strengths and opportunities and to avoid
weaknesses and threats.
103) A company with a societal marketing philosophy is by definition a non-profit company.
104) A brand identity typically represents multiple products within a category.
105) Stimulating trial, sample or purchase is one type of persuasion objective that might be
included in a marcom plan.
106) Identifying market segments happens in marketing plans, but targeting audiences for
specific messages happens in brand communication plans.
107) In advertising, diversity tends to be discussed mostly in terms of representations of age,
ability, and gender.
108) A position is 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.
109) A brand perception is created from information, feelings, and personal experiences with a
brand.
110) Emotions tend to generate conclusions but not necessarily actions, while thoughts and
reasoning more frequently lead to actions.
111) The first step in crafting a position is to identify the importance and performance of your
brand to determine competitive advantage.
112) Once a position is established in consumers’ minds, it is difficult for marketers to change it.
113) For advertising to be truly effective, it must focus on only one effect at a time.
114) Holiday Inn has divided the total customer market into smaller segments and selected the
most promising segments. Deciding what position it wants to occupy in these segments is called
targeting.
115) A product must be differentiated on tangible differences in order to create long-lasting
product differentiation.
116) Positioning represents one of advertising’s most critical tasks.
117) Quality and value are both examples of tangible product attributes.
118) Feature analysis is used to assess a brand’s features in comparison to competitors’ products.
119) Account planning is the research-and-analysis process used to gain knowledge and
understanding of the consumer, which is expressed as a key consumer insight into how people
relate to a brand or product.
120) The account planner is the voice of the consumer.
121) The outcome of strategic research usually reaches agency creative departments in the form
of a strategy document called a message brief.
122) Under the brand position section of the typical communication brief, the brand essence,
brand personality, and image are described.
123) The proposition or selling idea component of a communication brief describes the single
thought that the communication will bring to life in a provocative way.
124) A communication brief should be both strategic and inspirational.
125) A brand’s position is based on a particular feature or attribute as well as on some notion of
comparison to other brands.
126) Compare and contrast a business plan, a marketing plan, and a brand communication plan.
127) Richard is tasked with developing the marketing plan for his family’s business. Give a
general outline of the major steps of this type of plan.
128) Distinguish between strategies and tactics.
129) What are the defining characteristics of a strategic business unit?
130) Distinguish between a vision statement and a mission statement.
131) Distinguish between goals and objectives.
132) Explain how 7-Up, described in “A Matter of Practice,” repositioned its brand.
133) Tom was given the task of writing the objectives for a marcom plan. Briefly explain why
objectives are needed and what guidelines should be used in creating them
134) While working on a campaign plan for a client, Madeleine was given the task of
understanding the brand’s position within the competitive marketplace. What is a position of a
brand?
135) Explain the purpose of a perceptual map.
136) Why is repositioning a difficult task?
137) What are two possible marcom objectives in the association category of the Facets Model
of Effects?
138) What are two possible marcom objectives in the behavior category of the Facets Model of
Effects?
139) How do consumers typically recognize a brand?
140) For one of his advertising agency’s clients, Bob is involved in crafting a position by
identifying features of the company’s brand as well as the competition’s brand to determine
where the brand has an advantage over its competitors. Name and describe a technique Bob can
use to help structure this analysis.
141) Define account planning and describe the tasks involved.
142) Name and describe six of the nine components of a typical communication brief.
143) You notice that an advertising agency is recruiting on your campus and that one of the job
positions they are seeking to fill is “account planner.” What should be included in the job
description that explains an account planner’s tasks?
144) Explain insight mining and why it is important.
145) Jana is an account planner at an advertising agency. She conducts consumer research to
gain a better understanding of her clients’ brands and their customers. How is the outcome of this
strategic research communicated to the creative teams that work on these clients’ accounts?
146) Identify three questions account planners can use to gain useful insights from consumer and
market research.
147) Describe the relationship between the account planner and the creative team.
148) What is the difference between a category sell problem and a competitive sell problem?
39
Copyright © 2019 Pearson Education, Inc.
Refer to the following passage to answer the questions below.
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.
149) What is Bob’s function called?
150) What should Bob include in the creative brief that he prepares for the creative department?