The ACCA 'Customer Journey' model stands for:

Awareness, Comprehension, Conviction, and Action

Measurement is critical to successful advertising. This process is best defined as:

Implementation, Measurement, Evaluation, Corrective Action

Strategies are 'Master Plans'. Conversely, Objectives are often defined through analysis of...

Sales Volume, Market Share, Profit, Marketing Communications

Strengths, Weaknesses, Opportunities, and Tactics

A Creative Plan is best described as a document that...

Shapes the message, strategies, and techniques for promotion

A Media Plan is best described as a set of...

...decisions about the best ways to reach a target market

The Business Planning Process is a consideration of these three variables:

Objectives, Strategies, and Execution (eg. tactics)

A Marketing Communications Plan is first and foremost a...

Generating awareness to fix a problem or pursue opportunity

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Chapter 3 Review (MKTG-1054)

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Let's make sure we're clear on concepts from last week - Strategic Planning Concepts for Marketing Communications

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Questions 12

Answers

1
Email and snail-mail brochures and catalogues are examples of a...
Direct Response Planning
Personal Selling Planning
Creative Planning
Sales Promotion Planning
2
The ACCA 'Customer Journey' model stands for:
Awareness, Comprehension, Confusion, and Attitude
Affluence , Conviction, Comprehension, and Action
Awareness, Comprehension, Conviction, and Action
Attitude, Comprehension, Conviction, and Action
3
Measurement is critical to successful advertising. This process is best defined as:
Implementation, Measurement, Evaluation, Conversion Rate
Introduction, Measurement, Evaluation, Corrective Action
Implementation, Measurement, Evaluation, Corrective Action
Implementation, Marketing, Evaluation, Corrective Action
4
A Target Market Profile could also be called:
A 'Persona'
A 360 degree psychographic understanding of a customer type
All three
An understanding of demographics (geography, age, sex, etc)
5
An Interactive Communications Plan might cover sales made via:
All of the above
Subscription-based streaming platforms
Video games
Mobile apps
6
Strategies are 'Master Plans'. Conversely, Objectives are often defined through analysis of...
Customer feedback, Market Share, Profit, the Competition
Sales Volume, Market Share, Profit, Marketing Communications
Sales Volume, Marketing Metrics, Profit, Internal expertise
Laws, Market Share, Profit, Marketing Communications
7
A PR tactic might focus on which of the following:
A new office opening up in a new city
All of the above
A new product or service being brought to market
Damage control after a brand-impacting event
8
SWOT stands for:
Strengths, World Markets , Opportunities, and Tactics
Sales, Weaknesses, Opportunities, and Tactics
Strengths, Weaknesses, Opportunities, and Tactics
Strengths, Weaknesses, Operations, and Tactics
9
A Creative Plan is best described as a document that...
Puts the focus squarely on boosting sales
Shapes the message, strategies, and techniques for promotion
Calls for brilliant images that catch a prospect's attention
Decides what channels will work best with the target market
10
A Media Plan is best described as a set of...
...protocols for interacting with members of the press
...decisions about the best ways to reach a target market
...a plan for what to do when disaster strikes
All of the above
11
The Business Planning Process is a consideration of these three variables:
Objectives, Strategies, and Empathy
Organization, Strategies, and Execution (eg. tactics)
Objectives, Strategies, and Execution (eg. tactics)
Objectives, Sales, and Execution (eg. tactics)
12
A Marketing Communications Plan is first and foremost a...
An organized document about what we want to tell customers
Generating awareness to fix a problem or pursue opportunity
Presumptions about who our audience is
A list of what elements of the marketing mix will be used

Chapter 3 Review (MKTG-1054) Flashcards | StudBud