Deck 7: Advertising Strategy and Planning

Question 1

Employees are particularly important and their support or 'buy in' for marketing,advertising and brand communication programs is managed through an activity called ________.

A)organisational communication
B)internal communication
C)consultation
D)the feedback loop
E)both (a)and (b)

Answer 1

E

Question 2

In which section of a typical campaign plan are the advertising objectives,the target audience and the brand position specified?

A)Brand analysis
B)Planning decisions
C)Communication analysis
D)Campaign strategy
E)Effectiveness evaluation

Answer 2

B

Question 3

________ can help to clarify the customer's existing or potential relationship with the brand.

A)Customer-Based Brand Equity
B)Brand Identity System
C)Brand Identity Prism
D)Brand Onion
E)Brand DNA
F)Lovemarks
G)All of these
H)None of these

Answer 3

G

Question 4

What do planners use to compare positions of competitors?

A)Brand plot
B)Situation plot
C)Differential map
D)Perceptual map
E)Screen plot

Question 5

At which strategic planning are marketers primarily concerned with plans for implementation?

A)Strategic
B)Operational
C)Functional
D)Tactical
E)Corporate

Question 6

________ is the process of determining objectives,deciding upon strategies,and identifying the resources required for implementation.

A)Marketing planning
B)Marketing research
C)Strategic research
D)Strategic planning
E)Advertising planning

Question 7

Qwik'n'fresh café's advertising budgeting method relates the amount invested in advertising to the product's share of market.The method they use is called the:

A)historical method
B)benchmarking method
C)share of market method
D)percentage-of-sales method
E)comparative budgets

Question 8

Which strategy is designed to create product differences that distinguish the company's product from all others in the eyes of consumers?

A)Product differentiation
B)Competitive advantage
C)Feature analysis
D)Benchmarking
E)Objective-and-task method

Question 9

________ are what a business wants to accomplish with a strategic plan.

A)Strategies
B)Objectives
C)Tactics
D)Motives
E)Ends

Question 10

Keller (2003)argues that the building block on which all components of brand equity are founded is brand ________.

A)resonance
B)persistence
C)salience
D)resilience
E)permanence

Question 11

Mostly,the objective of direct response is to:

A)increase loyalty
B)drive immediate action
C)diminish customer turnover
D)none of these

Question 12

________ can help to uncover the dominant motivation of the audience towards a particular product and identify an advertising strategy that speaks to it most effectively.

A)Trio of needs
B)Maslow's hierarchy of needs
C)Fishbein's Motivation Model
D)The FCB Grid
E)All of the above

Question 13

The location in the consumer's mind,based on what a product offers and how that compares with the competition,is called its:

A)benchmarking
B)positioning
C)targeting
D)segmenting
E)competitive advantage

Question 14

The objectives for planning at the ________ level tend to focus on maximising profit and return on investment.

A)strategic
B)operational
C)functional
D)tactical
E)corporate

Question 15

To ensure a focus for the brand,marketers should link their plans and evaluation programs to a ________.

A)marketing plan
B)brand equity model
C)business plan
D)communication plan
E)all of the above

Question 16

Which of the following statements describes a way in which a brand communication plan differs from an advertising plan?

A)A brand communication plan's target market includes more than just consumers.
B)An advertising plan is more likely to maximise all the various touch points.
C)Audiences are more likely to overlap in an advertising plan.
D)The communication objectives tend to be narrower in scope with a brand communication plan.
E)None of the above;the plans are identical in nature.

Question 17

________ are all the ways and places where a person can come into contact with a brand.

A)Point-of-purchase
B)Touch points
C)Contact points
D)Fly-buy points
E)Both (b)and (c)

Question 18

You want to know whether the revenue produced in return more than matches the cost of conducting advertising.This concept is called:

A)marketing concept
B)customer concept
C)return on investment (ROI)
D)integrated marketing communications (IMC)
E)integrated marketing (IM)

Question 19

According to Keller,brand salience is the foundation for brand ________.

A)resonance
B)persistence
C)equity
D)resilience
E)permanence

Question 20

When all components of a campaign work together,the whole is greater than the sum of its parts.This is called:

A)parsimony
B)lucidity
C)synergy
D)matrimony

Question 21

The reason behind the proposition is referred to as the ________.

A)objective
B)support
C)argument
D)issue
E)all of the above

Question 22

The creative brief should NOT include:

A)the company's five-year plan
B)the brand personality
C)campaign requirements
D)mandatory inclusions or exclusions
E)any of the above

Question 23

A firm may operate with an annual ________ plan that outlines all its communication activities.

A)marketing
B)selling
C)promotion
D)brand communication
E)none of the above

Question 24

Which element of the creative brief details the brand's essence,personality and image?

A)Brand positioning
B)Problem
C)Target audience
D)Brand imperatives
E)Proposition or selling idea

Question 25

Which of the following is a characteristic of a good account planner?

A)Curiosity about what makes people act and think the way they do.
B)Dogmatism
C)Introversion
D)Scepticism
E)All of the above

Question 26

Jenna has learned that a good account planner is 'numerate'.Which of the following skills is a part of being numerate?

A)Knowing when to push and when to relax
B)Being able to draw conclusions from numbers
C)Being able to guess the impact of a creative idea
D)Being able to handle criticism and disagreement
E)Knowing how to draw on many sources of information

Question 27

Which of the following statements describes a change in the role of planners today?

A)Characteristics such as 'logic' and 'magic' no longer apply.
B)Planning is a more collaborative process with many inputs and answers.
C)Today's planner needs to be a purely strategic thinker.
D)The role of the planner is no longer to inspire creativity because the focus is on business goals.
E)Planning takes place in the realm of advertising solutions.

Question 28

An objective must be specific,quantified and ________,which means using a comparable effort to predict a logical goal.

A)positioned
B)differentiated
C)segmented
D)benchmarked
E)predictable

Question 29

Safety for Volvo,Help for NRMA and Unbreakable for Toyota Hilux are all:

A)catch phrases
B)jingles
C)benefit-related positions
D)trademarks
E)advertising strategies

Question 30

Which of the following tasks of an account planner has been described as 'a deep dive' into the meaning of a brand,looking for 'major truths'?

A)Big-idea generating
B)Critical thinking
C)Creative thinking
D)Insight mining
E)Strategic planning

Question 31

Which document explains the consumer insight and summarises the strategy decisions,such as position,targeting,objectives and brand strategy?

A)Creative brief
B)Research brief
C)Strategy brief
D)Message brief
E)Competitive brief

Question 32

Focusing on the truths that make the brand benefit indisputable is called the ________ for the proposition.

A)objective
B)support
C)argument
D)issue
E)all of the above

Question 33

Typically,companies using which of the following advertising budgeting methods don't value advertising as a strategic imperative?

A)Historical budgeting
B)Objective-task method
C)Competitive parity method
D)Percentage-of-sales method
E)All-you-can-afford method

Question 34

If an objective of advertising is stated as 'Increase spontaneous awareness of Auckland among the target audience (those intending to holiday in the next 6 months)by 50% over last year',what kind of objective/effect is that?

A)Perception
B)Persuasion
C)Emotion
D)Association
E)Behaviour

Question 35

You have been asked to help choose a new account planner for the agency where you work.Which of the following evidence would best help you decide whether a person is a team player?

A)Evidence of researching information from many sources
B)Test results showing that the person is numerate
C)An example of appreciating and using inputs from others
D)A statement that he or she is most comfortable in a structured environment
E)An example of describing a target audience without relying on demographics

Question 36

Which of the following ways of working is NOT associated with success as an account planner?

A)Accepts nothing at face value
B)Is curious about what makes people think the way they do
C)Can see a problem from different angles
D)Can take a creative idea and guess its effectiveness
E)Prefers to work alone in order to stay focused

Question 37

________ 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.

A)Account
B)Advertising
C)Consumer
D)Message
E)Media

Question 38

Which of the following is NOT considered a task performed by an account planner?

A)Understand the meaning of the brand.
B)Articulate communication strategies.
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)All of the above are considered tasks performed by an account planner.

Question 39

Which of the following characteristics is associated with being a good account planner?

A)Dependent on demographics to describe a target audience
B)Accepting of information at face value
C)Skilled in working with words,not numbers
D)Ability to see a problem from different angles
E)Comfortable in a highly structured work environment

Question 40

Who in an advertising agency is most accurately described as the 'consumer's advocate' or the 'voice of the consumer'?

A)Account manager
B)Account planner
C)Media director
D)Creative director
E)Research director

Question 41

A product must be differentiated on tangible differences for it to create long-lasting product differentiation.

Question 42

Strategic planning is the process of determining objectives,deciding upon strategies,and identifying the resources required for implementation.

Question 43

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.

Question 44

A measurable objective must be stated within a yearly time frame.

Question 45

A common method of advertising budgeting is the consumer insight method.

Question 46

A perceptual map is a location in a consumer's mind where the product or brand is placed relative to its competitors on the basis of key factors the consumer uses to make a decision.

Question 47

The proposition should be included in the creative brief.

Question 48

Keller (2003)argues that the building block on which all components of brand equity are founded is brand likeability.

Question 49

According to Leif Stromnes,nowadays,a planner needs to be part strategic thinker,part creative and part facilitator because strategic planning is a collaborative,iterative process.

Question 50

Which of the following statements provides the best evidence that the agency behind the 'Earth Hour' campaign put the consumer,rather than the marketer,at the centre of the planning process?

A)Consumers would be most likely to do a social and simple task.
B)Consumers would not act because public interest was waning.
C)Many people think the problem of global warming is exaggerated.
D)Consumers want to be part of an event with a catchy name like 'The Big Flick'.
E)Consumers would like to get involved with advertising agencies.

Question 51

The brand imperatives detail the brand's essence,personality and image in the creative brief.

Question 52

The target market should be included in the creative brief.

Question 53

Which of the following was a consumer insight that helped the 'Earth Hour' campaign succeed?

A)Consumers would not be convinced unless the message was negative.
B)Consumers would respond best if they recognised the advertiser behind the event.
C)Consumers would be more interested in a protest than a party.
D)Consumers would be more likely to act if the task was easy.
E)Consumers would feel overwhelmed if the task was specific.

Question 54

Which of the following was a measurable objective for the 'Earth Hour' campaign?

A)Length of time that consumers' lights would be switched off
B)Percentage of Australian consumers who have a favourable opinion of the campaign's partners
C)Percentage of people who believe global warming is exaggerated
D)Number of people who reduce their use of electricity
E)Number of people who switch off their lights for one hour at a set time

Question 55

A brand communication plan differs from an advertising plan in that the advertising plan considers all contact points or touch points.

Question 56

What desired response did the 'Earth Hour' campaign achieve?

A)A shift from inaction to a complex commitment
B)A shift from ignorance about the issue to a simple action
C)A shift from ignorance about the issue to attitude change
D)A shift from an unfavourable to a favourable attitude
E)A shift from a favourable attitude to ignorance about the issue

Question 57

The objectives at the marketing level tend to be focused on return on investment.

Question 58

Competitive advantage lies where the product has a strong feature in an area that is important to the target and the competition is weaker.

Question 59

Maslow's hierarchy of needs can help to uncover the dominant motivation of the audience towards a particular product and identify an advertising strategy that speaks to it most effectively.

Question 60

Which of the following was a response barrier for the target audience of the 'Earth Hour' campaign?

A)People leaping from feeling empowered to feeling ignorant about global warming
B)Americans becoming more concerned about the economy than the environment
C)Poll results showing growth of public interest in global warming
D)Public interest shifting from economic issues to worrying about global warming
E)Businesses becoming obsessed with the idea of a sustainable future

Question 61

Describe the three levels of strategic planning.

Question 62

Planning contributed to the success of the 'Earth Hour' campaign by identifying a large and high-impact action the target audience should take.

Question 63

Define account planning,and describe the account planner's job.

Question 64

Name and describe the six common advertising budgeting methods.

Question 65

On a careers website,you notice that an advertising agency is recruiting to fill the job of 'account planner'.What should be included in the job description that explains the account planner's tasks?

Question 66

Questioning is a characteristic of a good account planner.

Question 67

What are the basic elements of a brand communication plan?

Question 68

List five qualities associated with being a good account planner.

Question 69

Explain insight mining and why it is important.

Question 70

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?

Question 71

Caroline needs to develop the advertising budget for her marketing group's brand.She wants to use a method that is the best and most defensible.Which method should she use?

Question 72

A strategic decision that helped the 'Earth Hour' campaign succeed was deciding to promote an inclusive,social action.

Question 73

The proposition or selling idea component of a creative brief describes the single-minded thought that the communication will bring to life in a provocative way.

Question 74

A good account planner must be numerate,curious about people and most comfortable in a highly structured work environment.

Question 75

Briefly describe the five-stage iterative process of brand assessment.

Question 76

Describe the outline of a brand communication plan.

Question 77

In what three areas does a brand communication plan differ from an advertising plan?