Quiz 3 Advertising and Promotion September 27th, 2019

1) ________ are goals to be accomplished A) situation analysis


with a strategic plan.
 B) key strategic decisions

A) Strategies
 C) media strategy

B) Objectives
 D) message strategy

C) Tactics
 E) campaign management
D) Motives

6) In a SWOT analysis, a(n) ________ is an
E) Needs
area in which the company could develop
2) ________ are the actions that make the an advantage over its competition.

strategic plan come to life.
 A) win

A) Strategies
 B) weakness

B) Objectives
 C) opportunity

C) Tactics
 D) threat

D) Motives
 E) leverage
E) Insights
7) Establishing in the consumer's mind what
3) Which concept is a measurement that a brand offers and how it compares with
shows whether, in general, the costs of the competition is ________.

conducting the business are more than A) benchmarking

matched by the revenue produced in B) targeting

return?
 C) segmenting

A) SWOT 
 D) positioning

B) SBU
 E) attributing
C) IMC

8) A business mission statement should be a
D) the 4 Ps

concise expression of the broad goals and
E) ROI
policies of the business unit. T / F
4) The percentage of the category purchases
9) The situation analysis of a typical
that are made by the brand's customers is
advertising or IMC plan includes
known as ________. 

background research, a SWOT analysis,
A) customer equity

and key advertising problems to be solved.
B) return-on-investment

T/F
C) share of market

D) share of voice
 10) An advertiser's "share of voice" is
E) customer value determined by comparing the amount
spent on advertising to the advertiser's
5) In which section of a typical campaign
sales. T / F
plan are key consumer insights, the selling
premise, and the big idea detailed?
 Name: