IMC 304 EVALUATION TEST ANSWERS AND
QUESTIONS SET A+
✔✔The founding father of account planning that defined the role as being a partner with
the creative team is ___________________ - ✔✔Stanley Pollitt
✔✔The planner understands how the brand is perceived to determine what the brand
should say (meaning) and __________________. - ✔✔who to say it to
✔✔The planner's job is to help make agency created communications
________________. - ✔✔effective
✔✔One reason account planning has been slow to catch on in U.S. agencies is
___________ - ✔✔The US has a more quantitative business culture
✔✔The founding father of account planning that defined the role as close to the
account/client side of the agency and focused on developing process was
_________________. - ✔✔Stephen King
✔✔What process do planners borrow from scientific community to find data,
information, insight and inspiration for a communications campaign strategy? -
✔✔Inquiry
✔✔The example of the two cars that were the same, but produced different results is an
example of using __________ to craft a successful campaign for the launch of a car. -
✔✔Consumer insight and positioning
✔✔Data published and recorded by someone else is called _______________ -
✔✔secondary data
✔✔The example of Coca-Cola and the launch of New Coke proved
_________________. - ✔✔Statistics and research are not always right, People are
influenced by the emotions they associate with a brand.
, ✔✔The ability to see and intuitively understand the inner nature of things (that no one
else can see) is _____________. - ✔✔an insight
✔✔_____________ theory suggests that as much as 90% of a person's preferences
are deeper than surface behaviors or actions. - ✔✔Iceberg
✔✔Ogilvy called their strategic planning model (venn diagram) the
___________________. - ✔✔Big Ideal
✔✔Communications fail to connect when ___________________. - ✔✔We don't dig
deep enough to uncover insight or we have insight and don't use it.
✔✔When communications successfully connect with an audience, which of the
following is true? - ✔✔The message makes an emotional connection and contains a
human truth, insight.
✔✔In Planning, what is the place in the consumer's mind where you make a connection
between a consumer insight and a brand insight? - ✔✔The Sweet Spot
✔✔The insight organizing tool that planners use to identify and describe the influencing
target audience (who to talk to) is _________. - ✔✔Segmentation
✔✔The Wilson tennis ball example shown in class was an example of _____________
segmentation. - ✔✔
✔✔Our guest speaker talked about using which insight tools to determine the
communication for SuperBeets and EliteBeets? Check all that apply. - ✔✔
✔✔A profile of aspects of a character presented to or perceived by others is a
_______________. - ✔✔
✔✔The insight organizing tool that planners use to help determine which insights to
include in the communication strategy (what to say) is ___________. - ✔✔perceptual
mapping
✔✔media planners: - ✔✔determine the best combination of media to achieve the
marketing campaign objectives
where to say it, when to say it, how many times to say it, within a budget
✔✔media objectives - ✔✔goals to be attained by the media strategy
QUESTIONS SET A+
✔✔The founding father of account planning that defined the role as being a partner with
the creative team is ___________________ - ✔✔Stanley Pollitt
✔✔The planner understands how the brand is perceived to determine what the brand
should say (meaning) and __________________. - ✔✔who to say it to
✔✔The planner's job is to help make agency created communications
________________. - ✔✔effective
✔✔One reason account planning has been slow to catch on in U.S. agencies is
___________ - ✔✔The US has a more quantitative business culture
✔✔The founding father of account planning that defined the role as close to the
account/client side of the agency and focused on developing process was
_________________. - ✔✔Stephen King
✔✔What process do planners borrow from scientific community to find data,
information, insight and inspiration for a communications campaign strategy? -
✔✔Inquiry
✔✔The example of the two cars that were the same, but produced different results is an
example of using __________ to craft a successful campaign for the launch of a car. -
✔✔Consumer insight and positioning
✔✔Data published and recorded by someone else is called _______________ -
✔✔secondary data
✔✔The example of Coca-Cola and the launch of New Coke proved
_________________. - ✔✔Statistics and research are not always right, People are
influenced by the emotions they associate with a brand.
, ✔✔The ability to see and intuitively understand the inner nature of things (that no one
else can see) is _____________. - ✔✔an insight
✔✔_____________ theory suggests that as much as 90% of a person's preferences
are deeper than surface behaviors or actions. - ✔✔Iceberg
✔✔Ogilvy called their strategic planning model (venn diagram) the
___________________. - ✔✔Big Ideal
✔✔Communications fail to connect when ___________________. - ✔✔We don't dig
deep enough to uncover insight or we have insight and don't use it.
✔✔When communications successfully connect with an audience, which of the
following is true? - ✔✔The message makes an emotional connection and contains a
human truth, insight.
✔✔In Planning, what is the place in the consumer's mind where you make a connection
between a consumer insight and a brand insight? - ✔✔The Sweet Spot
✔✔The insight organizing tool that planners use to identify and describe the influencing
target audience (who to talk to) is _________. - ✔✔Segmentation
✔✔The Wilson tennis ball example shown in class was an example of _____________
segmentation. - ✔✔
✔✔Our guest speaker talked about using which insight tools to determine the
communication for SuperBeets and EliteBeets? Check all that apply. - ✔✔
✔✔A profile of aspects of a character presented to or perceived by others is a
_______________. - ✔✔
✔✔The insight organizing tool that planners use to help determine which insights to
include in the communication strategy (what to say) is ___________. - ✔✔perceptual
mapping
✔✔media planners: - ✔✔determine the best combination of media to achieve the
marketing campaign objectives
where to say it, when to say it, how many times to say it, within a budget
✔✔media objectives - ✔✔goals to be attained by the media strategy
