105)
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?
105)
106)
Sarah is trying to think of ways to better define the marketing problem she is facing. List
three “What’s going on?” type questions that might be helpful to Sarah in defining the
marketing problem.
106)
107)
Fiona was given the information learned in the situation analysis and was tasked with
developing the next component of an advertising plan. List the elements that she needs to
include in this part of the plan.
107)
108)
Distinguish between strategic planning, strategies, and tactics.
108)
109)
Jana is an account planner at an advertising agency. She conducts consumer research to
gain a better understanding of their clients’ brands and their customers. How is the
outcome of this strategic research communicated to the creative teams that work on these
clients‘ accounts?
109)
110)
Explain how Kellogg took advantage of an opportunity in timing with the New Year’s
Special K campaign described in “The Inside Story.”.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
Positioning represents one of advertising’s most critical tasks.
111)
112)
An advertiser’s “share of voice” is determined by comparing the amount spent on advertising to the
advertiser’s sales.
112)
113)
Market planning is the process of determining objectives, deciding on strategies, and implementing
the tactics to occur within a specified time frame.
113)
114)
A product must be differentiated on tangible differences for it to create long–lasting product
differentiation.
114)
115)
Key strategic decisions in a typical advertising plan include media objectives, media vehicle
selection and budget allocation, media scheduling, key consumer insight, and the selling premise.
115)
116)
The objectives at the marketing level tend to be focused on return–on–investment.
116)
117)
Employees, investors, government bodies, and business partners are examples of corporate level
stakeholders.
117)
118)
Synergistic points are all the ways and places where a person can come into contact with a brand.
118)
119)
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.
119)
120)
Account planning is the research–and–analysis process used to gain knowledge and understanding
of the consumer, understanding that is expressed as a key consumer insight into how people relate
to a brand or product.
120)
121)
The advertiser’s basic assumption is that advertising works if it creates an impression, influences
people to respond, and separates the brand from the competition.
121)
122)
Benchmarked means using a comparable effort to predict a logical goal.
122)
123)
In strategic planning the idea is to leverage the strengths and opportunities and to ignore or avoid
the weaknesses and threats.
123)
124)
A market situation analysis assesses the external and internal environments that affect the
marketing operations.
124)
125)
For advertising to be truly effective, it must focus on only one effect at a time.
125)
126)
The first step in crafting a position is to identify the importance and performance of your brand to
determine competitive advantage.
126)
127)
The situation analysis of a typical advertising or IMC plan includes background research, a SWOT
analysis, and key advertising problems to be solved.
127)
128)
The business planning process starts with a business mission statement that is unique, focused, and
differentiating, one that supports the broad goals and policies of the business unit.
128)
129)
Analysis of SWOTs means finding ways to address the weaknesses and threats and leverage the
strengths and opportunities.
129)
130)
Marketing planning occurs subsequent to business planning.
130)
131)
For advertising managers, the most important part of the marketing plan is the marketing mix
strategy.
131)
132)
Advertising planners must analyze the market situation for any communication problems that
affect the successful marketing of a product, as well as opportunities that advertising can create or
exploit.
132)
133)
A strength is an area in which the company could develop an advantage over its competition.
133)
134)
The account planner is the voice of the consumer.
134)
135)
The outcome of strategic research usually reaches agency creative departments in the form of a
strategy document called a message brief.
135)
136)
A typical advertising or IMC plan includes a situation analysis, key strategic decisions, media
strategy, message strategy, other tools (in an IMC plan), and campaign management.
136)
137)
Typical objectives for public relations include announce news, affect attitudes and opinions,
maximize credibility and likeability, and create and improve stakeholder relationships.
137)
138)
The historical method of advertising budgeting compares the total sales with the total advertising
budget during the previous year or the average of several years to compute a percentage.
138)
139)
A business plan may cover a specific division of the company or a strategic business unit, such as a
line of products or all the offerings under a single brand name.
139)
140)
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.
140)
141)
Companies using the all you can afford method of advertising budgeting do not value advertising
as a strategic imperative.
141)
142)
Under the brand position section of a communication brief, the brand essence, brand personality,
and image are described.
142)
143)
Typical objectives for point–of–purchase displays are to increase immediate sales, attraction
attention at the decision point, create interest, stimulate urgency, and encourage trial and impulse
purchasing.
143)
144)
Advertising can affect the way consumers perceive price, availability, and quality, but it cannot
solve problems related to the price of the product, availability, or quality.
144)
145)
Advertising can solve only message–related problems such as image, attitude, perception, and
knowledge or information.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Define account planning, and identify the tasks involved.
147)
Compare and contrast a business plan, a marketing plan, and an advertising plan.
148)
Describe the components and purpose of a SWOT analysis.
149)
Name and describe the nine components of the communication brief that were given in the Communication
Brief Outline that is used at Ogilvy and Mather.
150)
Name and describe the five common advertising budgeting methods.
Answer Key
Testname: C7
Answer Key
Testname: C7
Answer Key
Testname: C7
Answer Key
Testname: C7
Answer Key
Testname: C7
45
Answer Key
Testname: C7
46