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What does a marketing plan of an organization generally aim to do?
state or restate an organization's mission
 
Creative blocking occurs when creatives begin to _____.
think like a client who prefers fact-based thinking
 
In the creative process, the Judge should focus first on _____.
the positive features of the new idea
 
In the creative process, a big idea is a _____.
bold and creative initiative
 
Why is a marketing plan an important part of an organization's IMC?
It sets clear objectives.
It determines how promotional messages will be used in the marketing mix.
It determines how promotional dollars will be spent.
 
The_________ ____________uses the facts contained in the situation analysis to point out strengths, weaknesses, opportunities, and threats for a brand
SWOT analysis
 
Selecting objectives for a marketing program became significantly easier when Russell Colley introduced the _______________
DAGMAR
 
Rank the steps involved in a marketing strategy from first to last.
1. Defining the particular target markets
2. Determining the strategic position
3. Developing an appropriate marketing mix for each target market
 
When a company discovers a market position not held by a competitor, how can it rapidly fill in the hole?
through product differentiation
 
The final step in developing a marketing strategy is to determine a cost-effective marketing mix for a company's target markets that produce the most revenue.
False
 
A document that serves as a guide for the present and future marketing activities of an organization is referred to as a
marketing plan
 
The two major tasks of the Artist during the creative process is to _____.
develop/ search for the big idea and then implement it.
 
In order to be persuasive, the verbal message in an ad must be strengthened by the creative use of _____.
nonverbal messages
 
In what way does the IMC approach to planning marketing and communications activities differ from the traditional processes?
by mixing marketing and communications planning together
 
Successful organizations separate IMC plans from marketing.
False
 
When creatives study the product, market, and competition, they take the role of the Judge.
False
 
When creative fatigue becomes chronic, the only way to solve the situation is to _____.
appoint a completely new creative team
 
The role of the _____, which can be difficult and lengthy, follows the Explorer.
Artist
 
In a creative team, the _____________ checks the quality of big ideas before making a final decision regarding their implementation, modification, or disposal.
Judge
 
When searching for the big idea, the process of creating a mental picture of the campaign before writing any copy is called ____________.
visualization
 
During the creative process, the Warrior _____.
implements the ad
 
One aspect of great advertising occurs as a result of _____
adherence to company strategy
 
Contrary to popular belief, creativity is a(n) _____.
regulated process leading to the generation of original ideas
 
Before working on a campaign, Futurelooks Inc. asks its account managers to prepare a concise summary of the objectives and strategies that all members of the ad agency and the clients have agreed upon. The aim of this document is to guide the creatives toward developing appropriate ads. This scenario best exemplifies a _____.
creative strategy
 
The ______ process is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new and exciting ways.
creative
 
In print media, infographics _____.
improve the readers' perception of quality
 
When solving a problem, advertising must _____.
make consumers aware of the advantages of using the advertised brand
 
Individuals who divide concepts into components and assess situations to conclude a singular, most applicable solution prefer the _____-based style of thinking.
fact
 
How are a company's ideas for reaching its marketing objectives detailed?
in its marketing strategy
 
What does the first step in Wang and Schultz's seven-step IMC planning model involve?
segmenting customers and prospects
 
What is one of the big mistakes that a company can make in developing its marketing strategy?
not staking out any position in the market
 
The marketing mix for each target market blends which marketing elements that are controlled by the company?
product, price, distribution, and communications
 
What should the first section of the marketing plan briefly summarize?
the situation analysis and SWOT analysis
 
Using the outside-in process, the IMC approach to marketing and campaign planning _____.
starts with a customer and works back to a brand
 
An ad campaign's overall creative approach is given in a simple description and explanation known as the_________ _____________.
message strategy
 
A(n) _____ is a communication task accomplished by a campaign directed toward a target audience.
advertising objective
 
Digitrak Solutions advertises its new IT security product "Data Safe" by telling consumers that this product will protect them against malicious hackers stealing customer data and ruining company reputations. What consumer motivation method is Digitrak using?
informational motivation method
 
The components of a message strategy in an ad campaign.
the main idea, details about how the idea will be executed, and a rationale
 
In the creative process, the role of the_____________ is to search for new information, paying attention to any unusual patterns.
explorer
 
The development of something new resulting due to the combination of two or more previously unrelated objects or ideas is called _______________.
creativity
 
How can a company acknowledge that a sale is just the beginning of a valuable relationship between a marketer and a customer?
by soliciting feedback on that customer's experience
 
When a company discovers a market position not held by a competitor, how can it rapidly fill in the hole?
through product differentiation
 
Tom and Rose are employees of Adworks Inc. While Tom develops the visuals for the advertising campaigns the company produces, Rose is responsible for the actual message contained in the ads. In Adworks Inc., Tom is a(n) _____, while Rose is a(n) _____.
art director, copywriter
 
Ads that use positive reinforcement to offer a reward are referred to as _____.
transformational
 
When the brand manager first reviews the marketing plan, what is the manager looking for?
to understand how the company is going to get where it needs to be
to understand where the company is going
to understand the role of IMC in the marketing mix
 
After gaining clear knowledge about the direction a message should take, a _____ gives it life.
big idea
 
Fact-based thinkers _____.
prefer to have hard data
 
Which are techniques suggested by Roger von Oech for manipulating ideas?
Adapt, Imagine, Reverse, Connect, Compare, Eliminate, Parody,
 
In what way does the IMC approach to planning marketing and communications activities differ from the traditional processes?
by mixing marketing and communications planning together
 
Successful organizations separate IMC plans from marketing.
False
 
A company's _____ details the advertising objectives of a brand.
marketing plan
 
The ______ process is a step-by-step procedure used to discover original ideas and reorganize existing concepts in new and exciting ways.
creative
 
Match the following communication objectives with the corresponding media that might be the communication tool of choice.
Awareness                  public relations activities supported by mass media advertising
Comprehension         direct mail brochures and special events
Desire                          good reviews in magazines and beautiful brochure photography
Action                         direct mail solicitation, sales promotion, and the attentive service of a retail salesperson
 
What is one of the big mistakes that a company can make in developing its marketing strategy?
not staking out any position in the market
 
Identify the dimension beyond just resonating with the audience that makes ads successful.
their relevance to company strategy
 
A creative team's guide for writing and producing an ad campaign is a written document known as a____________ strategy.
creative
 
The information about the problems that advertising has to solve comes from the marketing plan's _____.
Situation Analysis
 
A copywriter is responsible for the ______ of the message, while the art director is responsible for the ______ of the message.
verbal aspects; nonverbal aspects
 
Identify the accurate statement about product concepts related to a product.
A product can have multiple product concepts.
 
What a company plans to say and how it plans to say it, both verbally and nonverbally, make up the
IMC Message