A key difference between a Business Goal and a Communication Goal is that the Business Goal typically focuses on……………………..…  Revenue  Tactics  Strategies  Core Values

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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  1. A key difference between a Business Goal and a Communication Goal is that the Business Goal typically focuses on……………………..…

 Revenue

 Tactics

 Strategies

 Core Values

  1. The organization’s……………………..… is its reason for being. If an organization does not have this, it should have been pointed out in the SWOT Analysis.

 Vision

 Tactics

 Strategies

Mission

  1. The organization’s……………………..… is future-focused and serves as inspiration to employees by presenting what the organization is working toward, where it hopes to be in the future.

 Vision

 Tactics

 Strategies

 Mission

  1. The organization’s……………………..… make up the inherent, unchanging and distinct character of the organization’s image—what the organization is about and what it is working to accomplish and guide the organization’s response in good times and bad times.

 Vision

Tactics

 Core Values

 Mission

  1. A key difference between a Business Goal and a Communication Goal is that the Communication Goal focuses on……………………..…

 Sales

 Tactics

 Communication

 Core Values

  1. Which of the following is a Communication Goal?

 To increase media impressions by 10 percent by May 2015.

 To enhance recall of key messages among pediatric nurses by 15 percent by March 2015.

 To double the number of influencers engaged with the brand on twitter by April 2015.

 To raise awareness of the benefits of a good diet for overall health

  1. Communication Objectives MUST be

 Written as an infinitive phrase

 Measurable and timebound

 Include a public

 All of the above

 A and B

  1. Strategic communicators create Communication Objectives based on

 The client’s preferences

 Competitive pressures

 Research findings

 All of the above

 A and B

  1. The part of an integrated marketing communications (IMC) plan that describes HOW the plan will be executed appears in the Objectives section of the plan and is called ……………………..…

 Mission

 Communication Goal

 Business Goal

 Strategy

 Tactic

11.A detailed……………………. spells out messaging from A to Z. It allows the communication team to gain agreement on content, tone, and texture of all communication and keeps all communicators speaking with “one voice.”

 Press Kit

 Messaging Guide

 SWOT

 Strategy

 Communication Approach

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