Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
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?
1)
A)
the threats and opportunities section of the business plan
B)
the business mission statement of the business plan
C)
the marketing mix strategy of the business plan
D)
the marketing mix strategy of the marketing plan
E)
the target market section of the marketing plan
2)
Which advertising budgeting method may simply be based on last year’s budget, with a percentage
increase for inflation or some other marketplace factor?
2)
A)
objective–task method
B)
percentage–of–sales method
C)
historical method
D)
all you can afford
E)
competitive budgets
3)
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.
3)
A)
marketing concept
B)
integrated marketing (IM)
C)
customer concept
D)
integrated marketing communications (IMC)
E)
return–on–investment (ROI)
4)
Tony developed the following objective for his advertising plan: “Increase market share in the
consumer market from 10 percent to 15 percent in one year.” What is wrong with this advertising
plan objective?
4)
A)
The goal is not realistic.
B)
It does not include a time frame.
C)
It does not provide a percentage change.
D)
It is an objective more appropriate for a marketing plan.
E)
It does not have a specific effect that can be measured.
5)
Mini–Case Question. The place in consumers’ minds that placed Silkience among other brands
targeted to younger women represents Silkience‘s ________.
5)
A)
competitive advantage
B)
position
C)
perceptual map
D)
product differentiation
E)
competitive disadvantage
6)
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.
6)
A)
campaign
B)
strategic business unit
C)
business
D)
communications
E)
marketing
7)
For most organizations, strategic planning starts by ________.
7)
A)
formulating a business mission statement
B)
conducting an internal and external environment analysis
C)
determining the required return–on–investment
D)
identifying the target market
E)
identifying the strategic business unit (SBU)
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?
8)
A)
segmenting
B)
benchmarking
C)
positioning
D)
competitive advantage
E)
targeting
Explanation:
9)
Which step of the advertising plan details the process by which the effectiveness of the campaign is
determined?
9)
A)
situation analysis
B)
campaign management
C)
key strategic decisions
D)
message strategy
E)
media strategy
10)
In a SWOT analysis, a(n) ________ of a business is a trait, condition, or situation that is perceived as
negative.
10)
A)
leverage
B)
opportunity
C)
strength
D)
threat
E)
weakness
11)
Typically, companies using which of the following advertising budgeting methods don’t value
advertising as a strategic imperative?
11)
A)
objective–task method
B)
competitive budgets
C)
all you can afford
D)
historical method
E)
percentage–of–sales method
12)
Which of the following is a typical objective of consumer sales promotion?
12)
A)
build industry acceptance
B)
create pull through the channel
C)
create brand experience
D)
announce news
E)
push through the channel
13)
What concept represents the advertiser’s media presence?
13)
A)
share of mind
B)
market share
C)
share of advertising voice
D)
competitive share
E)
percent of sales
14)
Mini–Case Question. 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) ________.
14)
A)
strength
B)
threat
C)
weakness
D)
growth potential
E)
opportunity
15)
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?
15)
A)
category analysis
B)
market situation analysis
C)
internal/external analysis
D)
competitive analysis
E)
business analysis
16)
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?
16)
A)
account planner
B)
creative director
C)
media director
D)
research director
E)
account manager
17)
Which element of the communication brief provides the reason to believe the proposition?
17)
A)
creative direction
B)
brand position
C)
proposition or selling idea
D)
support
E)
brand imperatives
18)
A(n) ________ assesses the external and internal environments that affect the marketing operations.
18)
A)
action plan
B)
market situation analysis
C)
mission statement
D)
point–in–time analysis
E)
internal/external analysis
19)
What is the fuel that fires the ideas for an account planner?
19)
A)
creative thinking
B)
creative brief
C)
critical thinking
D)
increasing trends
E)
consumer insight
E
20)
In which section of a typical advertising plan are the advertising objectives, the target audience, the
brand position specified?
20)
A)
message strategy
B)
media strategy
C)
situation analysis
D)
key strategic decisions
E)
campaign management
D
B
21)
In a SWOT analysis, a(n) ________ of a business are its positive traits, conditions, and good
situations.
21)
A)
leverage
B)
strength
C)
opportunity
D)
threat
E)
weakness
22)
Increase sales, attract attention at selection point, deliver product information, or create brand
reminder are typical objectives for which marketing communication area?
22)
A)
specialties
B)
public relations
C)
direct marketing
D)
mass media
E)
packaging
23)
In a SWOT analysis, a(n) ________ is an area in which the company could develop an advantage
over its competition.
23)
A)
opportunity
B)
threat
C)
leverage
D)
weakness
E)
strength
24)
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?
24)
A)
point–in–time analysis
B)
action plan analysis
C)
mission statement analysis
D)
market situation analysis
E)
internal/external analysis
25)
As described in “A Matter of Practice,” what objective did 7–Up have?
25)
A)
to penetrate the British consumer market.
B)
to capture a large share of the family market soft drink expenditures.
C)
to change the perception that 7–Up was unhealthy.
D)
to pick up the green 7–Up bottle mentally in the consumers’ mind and move it to where Pepsi
and Coke were.
E)
to change the perception that 7–Up was too expensive..
D
26)
Which advertising budgeting method develops the budget from the ground up so that objectives
are the starting point?
26)
A)
objective–task method
B)
all you can afford
C)
competitive budgets
D)
historical method
E)
percentage–of–sales method
A
D
27)
Which of the following is NOT considered an important dimension that account planners seek to
understand in planning brand strategies?
27)
A)
media usage
B)
perceptions
C)
the brand relationship
D)
the point of differentiation
E)
the promise
28)
In which section of a typical advertising plan are key consumer insights, selling premise, the big
idea, and executions detailed?
28)
A)
situation analysis
B)
message strategy
C)
campaign management
D)
media strategy
E)
key strategic decisions
29)
Which of the following is NOT a typical objective for public relations?
29)
A)
announce news
B)
encourage repeat purchase
C)
affect attitudes and opinions
D)
maximize credibility and likeability
E)
create and improve stakeholder relationships
30)
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?
30)
A)
account planner
B)
account manager
C)
creative director
D)
research director
E)
media director
31)
Which of the following element(s) are at the heart of an advertising plan?
31)
A)
distribution decisions and knowing the consumer
B)
problem solving and understanding markets
C)
product strategy and planning
D)
pricing strategy
E)
audience insight, message, medium
E
32)
Strategic planning is a three–tiered process that starts with the ________.
32)
A)
initial investment
B)
marketing plan
C)
advertising plan
D)
business plan
E)
goal formulation
D
A
33)
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?
33)
A)
target audience
B)
brand imperatives
C)
brand position
D)
brand synopsis
E)
problem
34)
________ make the strategic plan come to life.
34)
A)
Strategies
B)
Objectives
C)
Tactics
D)
Ends
E)
Motives
35)
Which of the following does NOT represent an area where an IMC plan is different from an
advertising plan?
35)
A)
time frame
B)
internal marketing
C)
objectives
D)
contact points
E)
stakeholders
36)
________ lies where the product has a strong feature in an area that is important to the target and
the competition is weaker.
36)
A)
Differentiation
B)
Brand equity
C)
Position
D)
Competitive advantage
E)
Brand position
37)
As described in “A Matter of Practice,” what did ‘Uncola’ do for 7–Up?
37)
A)
It appealed to the Mature market segment.
B)
It appealed to moms as the perfect drink for children.
C)
It positioned 7–Up as a mixer..
D)
It positioned 7–Up as a medicinal drink.
E)
It positioned 7–Up as a cola, yet not a cola.
38)
In a SWOT analysis, strengths and weaknesses are ________, and the opportunities and threats are
________.
38)
A)
external; internal
B)
long–term; short–term
C)
secondary; primary
D)
internal; external
E)
primary; secondary
D
39)
The outcome of strategic research usually reaches agency creative departments in the form of a
strategy document called a ________.
39)
A)
message brief
B)
communication brief
C)
competitive brief
D)
research brief
E)
strategy brief
B
E
Explanation:
40)
Determining what place a product should occupy in a given market is called ________.
40)
A)
targeting
B)
positioning
C)
segmenting
D)
competitive advantage
E)
benchmarking
41)
At what market was the Dunkin‘ Donuts coffee campaign,described in text directed?
41)
A)
women
B)
the average Joe coffee drinker who was intimidated by ordering espresso drinks.
C)
nondrinkers of coffee
D)
young professionals
E)
people who switched among several brands of coffee
42)
Which of the following statements is true regarding the results of Kodak’s Gallery campaign?
42)
A)
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.
B)
Kodak’s market share did not change as a result of the campaign.
C)
The campaign did not win the London International Award.
D)
The campaign did not win an Effie.
E)
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.
Explanation:
43)
In which section of a typical advertising plan are media objectives, media vehicle selection and
budget allocations, and media scheduling stated?
43)
A)
media strategy
B)
campaign management
C)
message strategy
D)
situation analysis
E)
key strategic decisions
44)
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 ________.
44)
A)
touch points
B)
critical points
C)
objective points
D)
stake points
E)
internal points
45)
What do planners use to compare positions of competitors?
45)
A)
situation plot
B)
perceptual map
C)
scree plot
D)
brand plot
E)
differential map
46)
The percentage of the category purchases that are made by the brand’s customers is known as
________.
46)
A)
share of voice
B)
share of market
C)
return–on–investment
D)
category share
E)
sales levels
47)
What is at the basis of all account planning?
47)
A)
consumer research
B)
product management
C)
message strategies
D)
distribution management
E)
pricing plans
48)
Which element of the communication brief states the single–minded thought that the
communication will bring to life in a provocative way?
48)
A)
proposition or selling idea
B)
problem
C)
brand imperatives
D)
creative direction
E)
communication objectives
49)
Mini–Case Question. 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?
49)
A)
brand imperative
B)
opportunity
C)
product differentiation
D)
brand essence
E)
brand position
50)
________ determine how to accomplish objectives outlined in a strategic plan.
50)
A)
Ends
B)
Strategies
C)
Motives
D)
Objectives
E)
Tactics
51)
________ are what you want to accomplish with a strategic plan.
51)
A)
Motives
B)
Objectives
C)
Ends
D)
Tactics
E)
Strategies
52)
________ refers to any group of people who have a stake in the success of a company or a brand.
52)
A)
Market segment
B)
Target group
C)
Shareholder
D)
Stakeholder
E)
Contact point
53)
Which of the following is NOT a requirement for a measurable objective?
53)
A)
a hypothesis
B)
a baseline
C)
percentage change
D)
a specific effect that can be measured
E)
a time frame
A
54)
Which of the following is NOT considered a task performed by an account planner?
54)
A)
Decide the pricing strategy of the brand.
B)
Understand the meaning of the brand.
C)
Evaluate the effectiveness of the communication in terms of how the target reacts to it.
D)
Prepare creative briefs based on an understanding of the consumer and the brand.
E)
Articulate communication strategies.
A
55)
Employees, customers, shareholders, and elected officials are all examples of ________.
55)
A)
the internal audience
B)
stakeholders
C)
the audience
D)
contact points
E)
interested parties
B
D
56)
Which of the following was NOT a key point from Kodak’s situation analysis?
56)
A)
Consumers’ attitudes toward pictures would probably stay the same when they use digital.
B)
Consumers liked the concept of deleting unwanted pictures.
C)
Kodak needed to make a big statement.
D)
Kodak needed to be more direct in adopting a digital point of view.
E)
Consumers’ will not care about the pictures they decide to keep.
57)
Which strategy is designed to create product differences that distinguish the company’s product
from all others in the eyes of consumers?
57)
A)
objective–and–task method
B)
product differentiation
C)
competitive advantage
D)
benchmarking
E)
feature analysis
58)
Newman’s Own is a brand of salad dressings, and In 2004, low–carbohydrate dieting became the
craze among consumers, with millions supposedly following a low–carb lifestyle. In print
advertising, Newman’s Own featured that fact that several of their dressings are low in
carbohydrates. In terms of a SWOT analysis, the fact that the brand was low in carbohydrates
represents a(n) ________.
58)
A)
opportunity
B)
weakness
C)
threat
D)
strength
E)
all of the above
59)
________ is the process of determining objectives, deciding upon strategies, and implementing the
tactics.
59)
A)
Strategic research
B)
Strategic planning
C)
Marketing research
D)
Advertising planning
E)
Marketing planning
60)
Which advertising and IMC strategy or strategies are commonly used to affect perception?
60)
A)
information
B)
image and symbols
C)
emotions
D)
attention and awareness
E)
action
D
61)
What is the most important part of the marketing plan for advertising managers?
61)
A)
situation analysis
B)
marketing objectives
C)
marketing mix strategy
D)
evaluation and control
E)
threats and opportunities
C
62)
Which of the following is NOT a common advertising budgeting method?
62)
A)
percentage–of–sales method
B)
consumer insight method
C)
objective–task method
D)
all you can afford
E)
historical method
B
B