Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Strategic Planning

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Strategic planning involves identifying a problem and then _____ to solve it. 1.determining objectives 2.deciding on strategies 3.implementing tactics 4.All of the above

Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Strategic planning involves identifying a problem and then _____ to solve it. 1.determining objectives 2.deciding on strategies 3.implementing tactics 4.All of the above Strategic planners identify a problem, determine objectives (what to accomplish), create strategies (how to accomplish objectives), and implement tactics (bring the plan to life).

The business planning process starts with a _____. 1.mission statement 2.strategic formulation 3.tactical strategy 4.statement of objectives Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 4

The business planning process starts with a _____. 1.mission statement 2.strategic formulation 3.tactical strategy 4.statement of objectives Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The business planning process begins with a mission statement, a concise expression of the broad goals and policies of the business unit.

A _____ assesses the internal and external elements that affect marketing operations. 1.market plan 2.market mix strategy 3.market situation analysis 4.market differentiation plan Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 6

A _____ assesses the internal and external elements that affect marketing operations. 1.market plan 2.market mix strategy 3.market situation analysis 4.market differentiation plan Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter A market situation analysis is based on extensive market research to assess the internal and external environments that affect marketing operations.

SWOT analysis is the process of finding ways to _____ of a brand. 1.address the weaknesses and threats 2.leverage the strengths and opportunities 3.Neither 1 nor 2 4.Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 8

SWOT analysis is the process of finding ways to _____ of a brand. 1.address the weaknesses and threats 2.leverage the strengths and opportunities 3.Neither 1 nor 2 4.Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter SWOT analysis is the process of finding ways to address a brand’s weaknesses and threats and leverage its strengths and opportunities.

Key strategic campaign decisions include all of the following except _____. 1.developing objectives 2.targeting the audience 3.positioning the brand 4.choosing a media strategy Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Key strategic campaign decisions include all of the following except _____. 1.developing objectives 2.targeting the audience 3.positioning the brand 4.choosing a media strategy Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Key strategic campaign decisions include the following: objectives, target audience, brand position, and campaign strategy.

Effective advertising objectives are _____. 1.social 2.measurable 3.cross-functional 4.insightful Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Effective advertising objectives are _____. 1.social 2.measurable 3.cross-functional 4.insightful Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Marketers use the following measurements to determine the effectiveness of advertising: a specific effect, a time frame, a baseline, a goal, and a percentage change.

A brand’s _____ make it different from its competitors and relevant to consumers. 1.features 2.attributes 3.intricacies 4.benchmarks Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

A brand’s _____ make it different from its competitors and relevant to consumers. 1.features 2.attributes 3.intricacies 4.benchmarks Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Positioning identifies the features that make a brand different from its competitors and relevant to consumers.

_____ use reasons to persuade customers and _____ build an image for a brand. 1.Tangible approaches; intangible approaches 2.Soft-sell approaches; hard-sell approaches 3.Hard-sell approaches; soft-sell approaches 4.Logical approaches; psychological approaches Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

_____ use reasons to persuade customers and _____ build an image for a brand. 1.Tangible approaches; intangible approaches 2.Soft-sell approaches; hard-sell approaches 3.Hard-sell approaches; soft-sell approaches 4.Logical approaches; psychological approaches Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Hard-sell approaches use reasons to persuade consumers; soft-sell approaches build an image for a brand and touch consumers’ emotions.

_____ is the mental impression that consumers construct for a product. 1.Brand image 2.Brand loyalty 3.Brand perception 4.Brand understanding Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

_____ is the mental impression that consumers construct for a product. 1.Brand image 2.Brand loyalty 3.Brand perception 4.Brand understanding Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Understanding brand meaning involves understanding the symbolism and associations that create brand image, the mental impression consumers construct for a product.

The _____ of budgeting has little to do with reaching marketing objectives. 1.historical method 2.objective-task method 3.all you can afford method 4.competitive budgets method Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

The _____ of budgeting has little to do with reaching marketing objectives. 1.historical method 2.objective-task method 3.all you can afford method 4.competitive budgets method Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The historical method bases a budget on the previous year’s budget, with a percentage for inflation. This method has little to do with reaching advertising objectives.

_____ is the research and analysis process used to gain knowledge of the consumer. 1.Situation analysis 2.Account planning 3.Competitive analysis 4.Cross-functional discourse Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

_____ is the research and analysis process used to gain knowledge of the consumer. 1.Situation analysis 2.Account planning 3.Competitive analysis 4.Cross-functional discourse Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Account planning is the research and analysis process used to gain knowledge of the consumer (key consumer insight) about how people relate to a brand or product.

A _____ represents the outcome of the strategic research process. 1.mission statement 2.strategic portfolio 3.communication brief 4.consumer manifesto Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

A _____ represents the outcome of the strategic research process. 1.mission statement 2.strategic portfolio 3.communication brief 4.consumer manifesto Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter A communication brief is a strategy document that explains the outcome of strategic research (the consumer insight) and summarizes basic strategy decisions.

_____ are people who have a stake in the success of a company or brand. 1.Constituents 2.Stakeholders 3.Stockholders 4.Interested parties Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

_____ are people who have a stake in the success of a company or brand. 1.Constituents 2.Stakeholders 3.Stockholders 4.Interested parties Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter The term stakeholder refers to any group of people who have a stake in the success of a company or brand.

_____ are all the ways and places where a person can come into contact with a brand. 1.Price points 2.Parity points 3.Contact points 4.Shopping outlets Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

_____ are all the ways and places where a person can come into contact with a brand. 1.Price points 2.Parity points 3.Contact points 4.Shopping outlets Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Contact points are all the ways and places where a person can come into contact with a brand, or all the places where a message is delivered about the brand.

Synergy in IMC is an organizational issue that calls for _____. 1.strategic planning 2.symbiotic planning 3.multi-situational planning 4.cross-functional planning Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter

Synergy in IMC is an organizational issue that calls for _____. 1.strategic planning 2.symbiotic planning 3.multi-situational planning 4.cross-functional planning Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter Cross-functional planning contributes to synergy. Everyone who delivers messages or responds to consumers must help plan the campaign to promote consistent brand strategy.