Question 1

In a SWOT analysis, strengths and weakness are __________ and opportunities and threats are ___________ to the organization.&#10;A) external, internal&#10;B) internal, external&#10;C) negative, positive&#10;D) positive, negative

Accepted Answer

Strengths and weaknesses are internal factors that pertain to the organization, while opportunities and threats are external factors that affect the organization. Therefore, option B is the correct choice. Option A and C are incorrect since they reverse the internal and external factors. Option D is incorrect since both opportunities and threats can have positive and negative impacts on the organization, therefore they cannot be strictly categorized as positive or negative.

Question 2

A SMART marketing objective will&#10;A) be communications oriented&#10;B) provide a time frame&#10;C) not use actual numbers for a benchmark&#10;D) four words or less&#10;E) all of the above

Accepted Answer

A SMART marketing objective should provide a specific time frame in which the objective should be achieved. Option A is incorrect because while communication may be a factor, a SMART objective should not be solely focused on communications. Option C is incorrect because a SMART objective should have specific, measurable benchmarks. Option D is incorrect because while a SMART objective should be concise, it is not necessarily limited to four words or less.

Question 3

In a SWOT analysis competitive advantages of the company are considered&#10;A) strengths&#10;B) weaknesses&#10;C) opportunities&#10;D) threats&#10;E) all of the above

Accepted Answer

Competitive advantages are internal factors that give a company an edge over its competitors, therefore they are considered strengths in a SWOT analysis.

Question 4

&#34;To increase brand awareness by 25% among women 25-49 after the campaign versus pre-campaign levels&#34; would most likely be a&#10;A) competitive advantage&#10;B) a strategy&#10;C) an objective&#10;D) a tactic&#10;E) none of the above

Accepted Answer

This is an objective because it clearly states a specific and measurable goal for the campaign. It outlines a desired outcome that can be used to evaluate the success of the campaign.

Question 5

Which one of the following strategic communication tools is carried on the mass media and paid for by an identified sponsor?&#10;A) publicity&#10;B) sales promotion&#10;C) interpersonal&#10;D) advertising&#10;E) none of the above

Accepted Answer

Advertising is the only strategic communication tool that is carried on the mass media, such as television, radio, newspapers, or magazines, and paid for by an identified sponsor. Publicity refers to unpaid media coverage, sales promotion includes activities that incentivize consumers to make a purchase, and interpersonal communication involves conversations between people.

Question 6

The document that sets the stage for planning by collecting all of the important information about the brand, organization, competition and customer in one place is called a&#10;A) Media plan&#10;B) ROPE analysis&#10;C) SWOT analysis&#10;D) Situation analysis&#10;E) Account planner

Accepted Answer

A situation analysis collects all the important information about the brand, organization, competition, and customer in one place, setting the stage for planning. A media plan is a specific plan for how and where to advertise, ROPE analysis is a measurement framework, SWOT analysis assesses Strengths, Weaknesses, Opportunities, and Threats, and an account planner is an individual who works in advertising research and strategy.

Question 7

Objectives that create awareness, recall, recognition or understanding are called&#10;A) Informational objectives&#10;B) Behavioral objectives&#10;C) Motivational objectives&#10;D) Attitudinal objectives&#10;E) Post-action objectives

Accepted Answer

Informational objectives aim to provide information and create awareness, recall, recognition or understanding about a product, service, or brand. They are focused on giving information and educating the audience without necessarily prompting a specific action or behavior.

Deck 7: Strategic Communication Planning