Question

1..What is the difference between marketing objectives and communications objectives?

A. Marketing objectives focus on the product features and benefits; communciations objectives focus on the brand image and perceptions

B. Communications objectives are based on the audience; marketing objectives are based on the brand

C. Communications objectives address the only promotion part of the 4Ps; marketing objectives address all 4Ps

D. Marketing objectives are concerned with strategy; communications objectives are concerned with tactics

2. What is a plansbook?

A. a summary of the client’s advertising campaigns covering past, present and future

B. a proposal that showcases the history of the brand, a competitive analysis and a media plan

C. the compilation of research, plans for messaging, creative and media, and recommendations

D. the plans for the brand in terms of product, place, price and promotion

3. What is the purpose of the plansbook?

A. To document how the brand needs to reposition and change its messaging for profitability

B. To demonstrate the amount of work produced for the campaign from raw research data to media effectiveness reports

C. To respond to the client brief, draw conclusions from the information presented and provide rationale for the campaign recommendations

D. To provide the client with a comprehensive look at the creative executions and media planning five years out

4. What is the purpose of the pitch?

A. To present the marketing plan and strategy not creative executions or media

B. To suggest how the client can attain great productivity and profitability

C. To tell the story of the campaign from concept to execution

D. To illustrate what the brand needs to do to lead the category

5. The emphasis of media is on:

A. Reaching the largest audience possible

B. Engagement of the target audience

C. Cost that is built into the brand’s cost-of-goods sold

D. Frequency that saturates the audience with the messaging

Answer 1

1.

C. Communications objectives address the only promotion part of the 4Ps; marketing objectives address all 4Ps

2.

C. the compilation of research, plans for messaging, creative and media, and recommendations

3.

D. To provide the client with a comprehensive look at the creative executions and media planning five years out

4.

A. To present the marketing plan and strategy not creative executions or media

5.

B. Engagement of the target audience

Sincerely request you to please give me an upvote. Thanks in advance.