1. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 1 Strategic Planning

2. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 2 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

3. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 3 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).

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 7 - 4

5. 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 - 5 The business planning process begins with a mission statement, a concise expression of the broad goals and policies of the business unit.

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 7 - 6

7. 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 - 7 A market situation analysis is based on extensive market research to assess the internal and external environments that affect marketing operations.

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 7 - 8

9. 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 - 9 SWOT analysis is the process of finding ways to address a brand’s weaknesses and threats and leverage its strengths and opportunities.

10. 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 7 - 10

11. 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 7 - 11 Key strategic campaign decisions include the following: objectives, target audience, brand position, and campaign strategy.

12. Effective advertising objectives are _____. 1.social 2.measurable 3.cross-functional 4.insightful Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 12

13. Effective advertising objectives are _____. 1.social 2.measurable 3.cross-functional 4.insightful Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 7 - 13 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.

14. 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 7 - 14

15. 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 7 - 15 Positioning identifies the features that make a brand different from its competitors and relevant to consumers.

16. _____ 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 7 - 16

17. _____ 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 7 - 17 Hard-sell approaches use reasons to persuade consumers; soft-sell approaches build an image for a brand and touch consumers’ emotions.

18. _____ 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 7 - 18

19. _____ 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 7 - 19 Understanding brand meaning involves understanding the symbolism and associations that create brand image, the mental impression consumers construct for a product.

20. 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 7 - 20

21. 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 7 - 21 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.

22. _____ 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 7 - 22

23. _____ 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 7 - 23 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.

24. 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 7 - 24

25. 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 7 - 25 A communication brief is a strategy document that explains the outcome of strategic research (the consumer insight) and summarizes basic strategy decisions.

26. _____ 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 7 - 26

27. _____ 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 7 - 27 The term stakeholder refers to any group of people who have a stake in the success of a company or brand.

28. _____ 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 7 - 28

29. _____ 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 7 - 29 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.

30. 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 7 - 30

31. 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 7 - 31 Cross-functional planning contributes to synergy. Everyone who delivers messages or responds to consumers must help plan the campaign to promote consistent brand strategy.