Question 1

The current problem or opportunity an organization faces is outlined in which of the following?

Accepted Answer

A) A positioning statement. 
B) The social media mix. 
C) The social media profile. 
D) The situation analysis. 
E) The message strategy. 
A) A positioning statement. 
B) The social media mix. 
C) The social media profile. 
D) The situation analysis. 
E) The message strategy.

Question 2

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 3

Which of the following completes the sentence,'Valspar featured experts,designers,architects,and contractors who all endorsed the Valspar brand in their marketing campaign,and these authority-based testimonials made up the ________'?

Accepted Answer

A) share of voice 
B) positioning statement 
C) social persona 
D) creative message strategy 
E) stunts 
A) share of voice 
B) positioning statement 
C) social persona 
D) creative message strategy 
E) stunts

Question 4

Skittles determines that it must spend $100,000 in 2015 to increase its social media site awareness by 100 percent.This is an example of which of the following?

Accepted Answer

A) Competitive parity method. 
B) Creative message strategy. 
C) Percentage of ad spend method. 
D) Center of excellence model. 
E) Objective and task method. 
A) Competitive parity method. 
B) Creative message strategy. 
C) Percentage of ad spend method. 
D) Center of excellence model. 
E) Objective and task method.

Question 5

Which of the following describes the organic structure for social media in an organization?

Accepted Answer

A) All employees represent the brand and work social media into their roles. 
B) The company cannot control what employees say because anyone can sign in and respond to customer comments. 
C) A company must have a well-developed social media policy in place to help guide employee behavior in social communities. 
D) No one person is in charge of social media. 
E) All of the above. 
A) All employees represent the brand and work social media into their roles. 
B) The company cannot control what employees say because anyone can sign in and respond to customer comments. 
C) A company must have a well-developed social media policy in place to help guide employee behavior in social communities. 
D) No one person is in charge of social media. 
E) All of the above.

Question 6

Which method builds the budget from a logical base with what is to be accomplished as the starting point?

Accepted Answer

A) Competitive parity method. 
B) Creative message strategy. 
C) Percentage of ad spend method. 
D) Center of excellence model. 
E) Objective and task method. 
A) Competitive parity method. 
B) Creative message strategy. 
C) Percentage of ad spend method. 
D) Center of excellence model. 
E) Objective and task method.

Question 7

The trial phase of the social media marketing maturity life cycle is exemplified by which of the following?

Accepted Answer

A) Experimenting with cool new social media ways to communicate. 
B) Planning social media marketing activities with clear objectives and metrics. 
C) Integrating social media as a key component of the organization's overall marketing plan. 
D) Thinking about social media activities in a more systematic way. 
E) None of the above. 
A) Experimenting with cool new social media ways to communicate. 
B) Planning social media marketing activities with clear objectives and metrics. 
C) Integrating social media as a key component of the organization's overall marketing plan. 
D) Thinking about social media activities in a more systematic way. 
E) None of the above.

Question 8

Which of the following completes the sentence,'Increasing _________ is accomplished by simply purchasing more media time for advertisements'?

Accepted Answer

A) the competitive parity method 
B) the objective and task method 
C) the percentage of ad spend 
D) the share of voice 
E) the share of wallet 
A) the competitive parity method 
B) the objective and task method 
C) the percentage of ad spend 
D) the share of voice 
E) the share of wallet

Question 9

The social media mix is composed of which of the following?

Accepted Answer

A) Advertising,consumer promotion,personal selling,and public relations. 
B) Direct marketing,word-of-mouth promotion,telemarketing,and infomercials. 
C) Social communities,social publishing,social entertainment,and social commerce. 
D) Product,price,promotion,and place. 
E) The traditional marketing mix plus the target market. 
A) Advertising,consumer promotion,personal selling,and public relations. 
B) Direct marketing,word-of-mouth promotion,telemarketing,and infomercials. 
C) Social communities,social publishing,social entertainment,and social commerce. 
D) Product,price,promotion,and place. 
E) The traditional marketing mix plus the target market.

Question 10

Which of the following highlights relevant aspects of the firm's internal and external environment that could affect the organization's choices,capabilities,and resources?

Accepted Answer

A) SWOT analysis. 
B) External environment analysis. 
C) Internal environment analysis. 
D) Situation analysis. 
E) Both B and C. 
A) SWOT analysis. 
B) External environment analysis. 
C) Internal environment analysis. 
D) Situation analysis. 
E) Both B and C.

Question 11

At which stage of the social media marketing strategic planning process does the planner elaborate on what is expected of the social media campaign and what financial and human resources are available?

Accepted Answer

A) Conducting a situation analysis. 
B) Identifying the objectives. 
C) Creating the experience strategy. 
D) Establishing an activation plan. 
E) Selecting the social media channels/vehicles. 
A) Conducting a situation analysis. 
B) Identifying the objectives. 
C) Creating the experience strategy. 
D) Establishing an activation plan. 
E) Selecting the social media channels/vehicles.

Question 12

Which of the following people will propagate a brand's message and invite others to the experience?

Accepted Answer

A) Followers. 
B) Influencers. 
C) Lurkers. 
D) Bloggers. 
E) Web crawlers. 
A) Followers. 
B) Influencers. 
C) Lurkers. 
D) Bloggers. 
E) Web crawlers.

Question 13

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 14

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 15

Which of the following completes the sentence,'The target audience's ________ will include the market's social activities and styles,such as their level of social media participation,the channels they utilize and the communities in which they are active,and their behavior in social communities'?

Accepted Answer

A) demographics 
B) social profile 
C) social media lifestyle 
D) geodemographics 
E) psychographics 
A) demographics 
B) social profile 
C) social media lifestyle 
D) geodemographics 
E) psychographics

Question 16

Starbucks decides to allocate 30% of their total online marketing funding to social media.This decision represents a variation of which of the following?

Accepted Answer

A) Competitive parity method. 
B) Creative message strategy. 
C) Percentage of ad spend method. 
D) Center of excellence model. 
E) Objective and task method. 
A) Competitive parity method. 
B) Creative message strategy. 
C) Percentage of ad spend method. 
D) Center of excellence model. 
E) Objective and task method.

Question 17

Which strategy refers to the creative approach used throughout a campaign,which should flow from the brand's positioning statement?

Accepted Answer

A) Creative strategy. 
B) Social media strategy. 
C) Message strategy. 
D) Creative brief. 
E) Experience brief. 
A) Creative strategy. 
B) Social media strategy. 
C) Message strategy. 
D) Creative brief. 
E) Experience brief.

Question 18

A social media mix choice is exemplified in which of the following?

Accepted Answer

A) Facebook,YouTube and Flicker. 
B) A corporate blog. 
C) A social 
D) Google Docs. 
E) All of the above. 
A) Facebook,YouTube and Flicker. 
B) A corporate blog. 
C) A social 
D) Google Docs. 
E) All of the above.

Question 19

The social media department functions at a senior level that reports to the CMO (Chief Marketing Officer)or CEO and is responsible for all the social media activations with which social media structure?

Accepted Answer

A) Centralized structure. 
B) Organic structure. 
C) Hub and spoke structure. 
D) Propagation structure. 
E) Dandelion structure. 
A) Centralized structure. 
B) Organic structure. 
C) Hub and spoke structure. 
D) Propagation structure. 
E) Dandelion structure.

Question 20

Which of the following terms may involve humanizing the brand,showing a vulnerability to the customer and working as a steward to customer service,or providing a value to the customer?

Accepted Answer

A) Social persona. 
B) Ideation. 
C) Share of voice. 
D) Prototypes. 
E) Concepting. 
A) Social persona. 
B) Ideation. 
C) Share of voice. 
D) Prototypes. 
E) Concepting.

The current problem or opportunity an organization faces is outlined in which of the following?

Which of the following explains the value in strategic planning?

Which of the following completes the sentence,'Valspar featured experts,designers,architects,and contractors who all endorsed the Valspar brand in their marketing campaign,and these authority-based testimonials made up the ________'?

Skittles determines that it must spend $100,000 in 2015 to increase its social media site awareness by 100 percent.This is an example of which of the following?

Which of the following describes the organic structure for social media in an organization?

Which method builds the budget from a logical base with what is to be accomplished as the starting point?

The trial phase of the social media marketing maturity life cycle is exemplified by which of the following?

Which of the following completes the sentence,'Increasing _________ is accomplished by simply purchasing more media time for advertisements'?

The social media mix is composed of which of the following?

Which of the following highlights relevant aspects of the firm's internal and external environment that could affect the organization's choices,capabilities,and resources?

At which stage of the social media marketing strategic planning process does the planner elaborate on what is expected of the social media campaign and what financial and human resources are available?

Which of the following people will propagate a brand's message and invite others to the experience?

Which of the following statements is true?

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

Which of the following completes the sentence,'The target audience's ________ will include the market's social activities and styles,such as their level of social media participation,the channels they utilize and the communities in which they are active,and their behavior in social communities'?

Starbucks decides to allocate 30% of their total online marketing funding to social media.This decision represents a variation of which of the following?

Which strategy refers to the creative approach used throughout a campaign,which should flow from the brand's positioning statement?

A social media mix choice is exemplified in which of the following?

The social media department functions at a senior level that reports to the CMO (Chief Marketing Officer)or CEO and is responsible for all the social media activations with which social media structure?

Which of the following terms may involve humanizing the brand,showing a vulnerability to the customer and working as a steward to customer service,or providing a value to the customer?

The Horizontal Revolution

Social Consumers

Social Publishing

Digital Communities

Social Communities

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters

Exam 2: Strategic Planning With Social Media

The current problem or opportunity an organization faces is outlined in which of the following?

Which of the following explains the value in strategic planning?

Which of the following completes the sentence,'Valspar featured experts,designers,architects,and contractors who all endorsed the Valspar brand in their marketing campaign,and these authority-based testimonials made up the ________'?

Skittles determines that it must spend $100,000 in 2015 to increase its social media site awareness by 100 percent.This is an example of which of the following?

Which of the following describes the organic structure for social media in an organization?

Which method builds the budget from a logical base with what is to be accomplished as the starting point?

The trial phase of the social media marketing maturity life cycle is exemplified by which of the following?

Which of the following completes the sentence,'Increasing _________ is accomplished by simply purchasing more media time for advertisements'?

The social media mix is composed of which of the following?

Which of the following highlights relevant aspects of the firm's internal and external environment that could affect the organization's choices,capabilities,and resources?

At which stage of the social media marketing strategic planning process does the planner elaborate on what is expected of the social media campaign and what financial and human resources are available?

Which of the following people will propagate a brand's message and invite others to the experience?

Which of the following statements is true?

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

Which of the following completes the sentence,'The target audience's ________ will include the market's social activities and styles,such as their level of social media participation,the channels they utilize and the communities in which they are active,and their behavior in social communities'?

Starbucks decides to allocate 30% of their total online marketing funding to social media.This decision represents a variation of which of the following?

Which strategy refers to the creative approach used throughout a campaign,which should flow from the brand's positioning statement?

A social media mix choice is exemplified in which of the following?

The social media department functions at a senior level that reports to the CMO (Chief Marketing Officer)or CEO and is responsible for all the social media activations with which social media structure?

Which of the following terms may involve humanizing the brand,showing a vulnerability to the customer and working as a steward to customer service,or providing a value to the customer?

The Horizontal Revolution

Social Consumers

Social Publishing

Digital Communities

Social Communities

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters