Question 1

Which of the following is one of the most widely used social media management systems by large and small companies?

Accepted Answer

A) Owlsuite. 
B) Hootsuite. 
C) Salesforce. 
D) SocialOomph. 
E) Tweetsi 
A) Owlsuite. 
B) Hootsuite. 
C) Salesforce. 
D) SocialOomph. 
E) Tweetsi

Question 2

Which of the following completes the sentence,'The ______ is a key aspect of the external environment'?

Accepted Answer

A) the organization's mission statement 
B) the social media marketing strategic plan 
C) the opportunities and threats 
D) the social media value chain 
E) brand's competition 
A) the organization's mission statement 
B) the social media marketing strategic plan 
C) the opportunities and threats 
D) the social media value chain 
E) brand's competition

Question 3

Which of the following explains the value in strategic planning?

Accepted Answer

A) An organization comes to understand its markets and its competitors. 
B) An organization becomes aware of the changing marketplace environment. 
C) Organizational partners are better able to communicate and coordinate activities. 
D) Helps managers better allocate time and resources. 
E) All of the above. 
A) An organization comes to understand its markets and its competitors. 
B) An organization becomes aware of the changing marketplace environment. 
C) Organizational partners are better able to communicate and coordinate activities. 
D) Helps managers better allocate time and resources. 
E) All of the above.

Question 4

The four dimensions of brand experience are listed below.Which of the following dimensions corresponds to an experience that stimulates curiosity?

Accepted Answer

A) Sensory dimension. 
B) Affective dimension. 
C) Behavioural dimension. 
D) Cognitive dimension 
E) None of these. 
A) Sensory dimension. 
B) Affective dimension. 
C) Behavioural dimension. 
D) Cognitive dimension 
E) None of these.

Question 5

Which of the following uses a single phrase to encapsulate the position the brand wishes to hold in the minds of its target audience?

Accepted Answer

A) Strategic plan. 
B) Creative message strategy. 
C) Marketing plan. 
D) Integrated marketing communications plan. 
E) Positioning statement. 
A) Strategic plan. 
B) Creative message strategy. 
C) Marketing plan. 
D) Integrated marketing communications plan. 
E) Positioning statement.

Question 6

Which of the following statements is true?

Accepted Answer

A) Most organizations,to date,allocate a significant portion of their marketing budgets to social media. 
B) Most companies plan to decrease monetary allocations to social media marketing activities. 
C) Companies must create a budget when planning for a social media campaign. 
D) Corporate resources do not need to be considered when setting marketing objectives. 
E) Companies that are ambitious can and should set unrealistic marketing objectives. 
A) Most organizations,to date,allocate a significant portion of their marketing budgets to social media. 
B) Most companies plan to decrease monetary allocations to social media marketing activities. 
C) Companies must create a budget when planning for a social media campaign. 
D) Corporate resources do not need to be considered when setting marketing objectives. 
E) Companies that are ambitious can and should set unrealistic marketing objectives.

Question 7

Which of the following best completes the sentence,'Groups that merely use social media may turn to social media activities to ______,while groups that have a strategy to incorporate social media use them as ______ to support other marketing efforts.'?

Accepted Answer

A) Stage stunts,distractions. 
B) Gain followers,pillars. 
C) Coordinate events,activation tools. 
D) Generate buzz,pillars. 
E) Stage stunts,activation tools. 
A) Stage stunts,distractions. 
B) Gain followers,pillars. 
C) Coordinate events,activation tools. 
D) Generate buzz,pillars. 
E) Stage stunts,activation tools.

Question 8

Which of the following is described by Griffin Farley as a plan not for the people you reach,but for the people they will reach?

Accepted Answer

A) Proposition brief. 
B) Experience brief. 
C) Propagation plan. 
D) Creative brief. 
E) Propagation brief. 
A) Proposition brief. 
B) Experience brief. 
C) Propagation plan. 
D) Creative brief. 
E) Propagation brief.

Question 9

The social media manager's role encompasses which of the following?

Accepted Answer

A) Overseeing social media strategy. 
B) Managing social media strategy. 
C) Championing social media strategy internally. 
D) A & B Only. 
E) All of these. 
A) Overseeing social media strategy. 
B) Managing social media strategy. 
C) Championing social media strategy internally. 
D) A & B Only. 
E) All of these.

Question 10

A SWOT analysis is often performed during which section of the strategic plan?

Accepted Answer

A) Identifying objectives and setting a budget. 
B) Social media mix. 
C) Social media profile. 
D) Situation analysis. 
E) Selecting social media zones and vehicles. 
A) Identifying objectives and setting a budget. 
B) Social media mix. 
C) Social media profile. 
D) Situation analysis. 
E) Selecting social media zones and vehicles.

Question 11

The target audience's social media profile goes beyond the characteristics defined in the marketing plan.The market's social profile should include all but which of the following elements?

Accepted Answer

A) Level of social media participation. 
B) Channels utilized. 
C) Product-usage characteristics. 
D) The communities in which they are active. 
E) Behavior in social communities. 
A) Level of social media participation. 
B) Channels utilized. 
C) Product-usage characteristics. 
D) The communities in which they are active. 
E) Behavior in social communities.

Question 12

Which of the following best completes the statement,'Researchers conceptualize ______ as the sensations,feelings,thoughts,and behaviors evoked by brand-related stimuli when consumers interact with brands,whether during exposure to brand messaging,shopping and service interactions,or product consumption.'?

Accepted Answer

A) Brand experience. 
B) Brand loyalty. 
C) Brand messaging. 
D) Brand reception. 
E) None of these. 
A) Brand experience. 
B) Brand loyalty. 
C) Brand messaging. 
D) Brand reception. 
E) None of these.

Question 13

Social media marketing is built on the community,content,and technology inherent to social media.To make it successful,the brand must be active in the space.Which of the following is necessary to achieve this goal?

Accepted Answer

A) Establishing Facebook profiles and Twitter accounts. 
B) Planning a UGC contest. 
C) Committing staff time to posting,responding,and developing content. 
D) Surveying site visitor preferences. 
E) None of these. 
A) Establishing Facebook profiles and Twitter accounts. 
B) Planning a UGC contest. 
C) Committing staff time to posting,responding,and developing content. 
D) Surveying site visitor preferences. 
E) None of these.

Question 14

Which of the following does not represent a typical marketing objective that social media marketers pursue?

Accepted Answer

A) Generate sales leads. 
B) Improve search engine rankings. 
C) Improve brand or product reputation. 
D) Reduce customer acquisition and support costs. 
E) None of these. 
A) Generate sales leads. 
B) Improve search engine rankings. 
C) Improve brand or product reputation. 
D) Reduce customer acquisition and support costs. 
E) None of these.

Which of the following is one of the most widely used social media management systems by large and small companies?

Which of the following completes the sentence,'The ______ is a key aspect of the external environment'?

Which of the following explains the value in strategic planning?

The four dimensions of brand experience are listed below.Which of the following dimensions corresponds to an experience that stimulates curiosity?

Which of the following uses a single phrase to encapsulate the position the brand wishes to hold in the minds of its target audience?

Which of the following statements is true?

Which of the following best completes the sentence,'Groups that merely use social media may turn to social media activities to ,while groups that have a strategy to incorporate social media use them as to support other marketing efforts.'?

Which of the following is described by Griffin Farley as a plan not for the people you reach,but for the people they will reach?

The social media manager's role encompasses which of the following?

A SWOT analysis is often performed during which section of the strategic plan?

The target audience's social media profile goes beyond the characteristics defined in the marketing plan.The market's social profile should include all but which of the following elements?

Social media marketing is built on the community,content,and technology inherent to social media.To make it successful,the brand must be active in the space.Which of the following is necessary to achieve this goal?

Which of the following does not represent a typical marketing objective that social media marketers pursue?

The Social Media Environment

Social Consumers

Network Structure and Group Influences in Social Media

Tactical Planning Execution

Social Community

Social Publishing

Social Entertainment

Social Commerce

Social Media Analytics

Social Media Metrics

Filters

Exam 4: Social Media Marketing Strategy

Which of the following is one of the most widely used social media management systems by large and small companies?

Which of the following completes the sentence,'The ______ is a key aspect of the external environment'?

Which of the following explains the value in strategic planning?

The four dimensions of brand experience are listed below.Which of the following dimensions corresponds to an experience that stimulates curiosity?

Which of the following uses a single phrase to encapsulate the position the brand wishes to hold in the minds of its target audience?

Which of the following statements is true?

Which of the following best completes the sentence,'Groups that merely use social media may turn to social media activities to ______,while groups that have a strategy to incorporate social media use them as ______ to support other marketing efforts.'?

Which of the following is described by Griffin Farley as a plan not for the people you reach,but for the people they will reach?

The social media manager's role encompasses which of the following?

A SWOT analysis is often performed during which section of the strategic plan?

The target audience's social media profile goes beyond the characteristics defined in the marketing plan.The market's social profile should include all but which of the following elements?

Social media marketing is built on the community,content,and technology inherent to social media.To make it successful,the brand must be active in the space.Which of the following is necessary to achieve this goal?

Which of the following does not represent a typical marketing objective that social media marketers pursue?

The Social Media Environment

Social Consumers

Network Structure and Group Influences in Social Media

Tactical Planning Execution

Social Community

Social Publishing

Social Entertainment

Social Commerce

Social Media Analytics

Social Media Metrics

Filters

Which of the following best completes the sentence,'Groups that merely use social media may turn to social media activities to ,while groups that have a strategy to incorporate social media use them as to support other marketing efforts.'?