Planning and Strategy

Question 1

Planning process (2)

Answer 1

Marketing plan

Advertising plan

Question 2

This specifies the overall goals, objectives, strategies, and tactics for the brand

Answer 2

Marketing plan

Question 3

Marketing plan effect on advertising

Answer 3

Helps managers analyze and improve communications
Defines the role of advertising in the marketing mix
Enables better implementation, control, and continuity of campaigns
Ensures most efficient allocation or IMC dollars

Question 4

Marketing Plan 3 types

Answer 4

Top down
Bottom up
IMC

Question 5

The most traditional and most commonly used format of marketing planning

Answer 5

Top down marketing plan

Question 6

Four stages of top down marketing plan

Answer 6

Situation analysis
Marketing objectives
Marketing strategy
Marketing tactics

Question 7

Factual statement of the company’s current situation and how it got there
Should also place these facts into context
From it, companies usually develop SWOT analysis

Answer 7

Top-down marketing plan situation analysis

Question 8

Clear, quantifiable, realistic marketing goals that are to be accomplished within a defined time period
Should be able to be accomplished by a variety of marketing activities (sales, market share, etc)

Answer 8

Top down marketing plan marketing objectives

Question 9

Describes how the company plans to meet its marketing objectives - includes defining target market, determining strategic positioning, and developing appropriate marketing mix

Answer 9

Top down marketing plan Marketing strategy

Question 10

Specific short-term actions to be taken to put into effect marketing strategy

Answer 10

Top down marketing plan marketing tactics

Question 11

Bottom up marketing plan

Answer 11

1. Marketing tactics
2. Marketing strategy
3. Marketing results

Question 12

The optimal combination and coordination of the promotional mix elements designed to provide clarity, consistency, and maximum communications impact

Answer 12

Integrated marketing communications

Question 13

Relationship marketing (3)

Answer 13

Customers, not products, are focus
Market relationships, not transactions
Know that customer has choices

Question 14

Four Cs

Answer 14

Customer
Cost
Convenience
Conversation

Question 15

Four sources of brand messages

Answer 15

Planned
Product
Service
Unplanned

Question 16

Traditional marketing communications messages

-advertising, sales promotions, personal selling, public relations, event sponsorships

Answer 16

Planned

Question 17

Messages from other elements in the marketing mix

-price, packaging, distribution elements

Answer 17

Products

Question 18

Employee interactions with customers

• general employees
• customer service

Answer 18

Service

Question 19

Uncontrollable sources

-employee gossip, unsought news stories, competitors, WOM rumors, major disasters

Answer 19

Unplanned

Question 20

The integration triangle

Answer 20

Say (planned)
Do (product and service messages)
Confirm (unplanned messages)

Question 21

IMC approach to marketing planning (4)

Answer 21

Customer
Communications objectives
Communications strategy
Communications tactics

Question 22

The plan that directs the company’s advertising effort
It analyses the situation, sets advertising objectives, and lay out to a specific strategy from which ads and campaigns are created
Stems from the marketing plan

Answer 22

Advertising planning

Question 23

First step of advertising objective

Answer 23

Objectives are key

Question 24

Why are objectives key

Answer 24

They guide the planning and decision making
They affect creative and media decisions
They provide a benchmark

Question 25

Marketing ___, advertising ____

Answer 25

Sells; tells

Question 26

These can be related to sales, advertising objectives should be related to communication outcomes

Answer 26

Marketing objectives

Question 27

Before _______ can persuade consumers to buy, it must inform, persuade, or remind its audience about the product or service

Answer 27

Advertising

Question 28

Some communications are more directly tied to sales (3)

Answer 28

Direct-response advertising
Sales promotions
Point-of-purchase displays

Question 29

Any individual advertising objective must be (4)

Answer 29

Result-specific (measurable)
Time-specific
Quantified
Reasonable/challenging

Question 30

Advertising pyramid (5)

Answer 30

Awareness
Comprehension
Conviction
Desire
Action

Question 31

To acquaint people with the company, product, service, and/or brand (level of advertising pyramid)

Answer 31

Awareness

Question 32

Communicate enough information about the products purpose, image, or position, and perhaps some of its features (level of advertising pyramid)

Answer 32

Comprehension

Question 33

Persuade people to actually believe in the products value (level of advertising pyramid)

Answer 33

Conviction

Question 34

Motivate consumers to desire the product (level of advertising pyramid)

Answer 34

Desire

Question 35

Motivate people to request additional information, send in a coupon, visit a store, or actually buy the product (level of advertising pyramid)

Answer 35

Action

Question 36

As you go up the advertising pyramid (3)

Answer 36

Fewer people
More time
More money

Question 37

Two advertising strategies

Answer 37

Creative strategy

Media strategy

Question 38

This strategy is a guide for developing advertising
Defined the target audience
Restates the objective of the advertising
Specifies the key benefits to be communicated

Answer 38

Creative strategy

Question 39

This strategy provides direction to the media planners
Defines communication objectives that must be achieved and describes how these will be accomplished through the use of media vehicles

Answer 39

Media strategy