Question 1

A company's competitors are a part of its external environment.

Accepted Answer

A) True 
 B)False

Question 2

Intel tells its employees to encourage comments,to cite others who are blogging about the same topic,to admit mistakes by being upfront and quick with corrections.Such a directive is an example of:

Accepted Answer

A)  a center of excellence model. 
B)  a creative message strategy. 
C)  a social media policy. 
D)  an internal environment. 
E)  a propagation brief. 
A)  a center of excellence model. 
B)  a creative message strategy. 
C)  a social media policy. 
D)  an internal environment. 
E)  a propagation brief.

Question 3

Retail Therapy,an existing social game,would be an example of a choice categorized under the social media mix.

Accepted Answer

A) True 
 B)False

Question 4

________ is the term used to describe the research stage of the plan.

Accepted Answer

A)  Prototyping 
B)  Ideation 
C)  Discovery 
D)  Briefing 
E)  Concepting 
A)  Prototyping 
B)  Ideation 
C)  Discovery 
D)  Briefing 
E)  Concepting

Question 5

A(n)________ is a specific statement about a planned social media activity in terms of what that activity intends to accomplish.

Accepted Answer

A)  positioning statement 
B)  SWOT analysis 
C)  objective 
D)  experience brief 
E)  propagation brief 
A)  positioning statement 
B)  SWOT analysis 
C)  objective 
D)  experience brief 
E)  propagation brief

Question 6

Give three examples of basic marketing objectives that social media marketers pursue.

Accepted Answer

Examples listed in the chapter include:

Question 7

A(n)________ is a written,formalized plan that details the product,pricing,distribution,and promotional strategies that will enable the brand in question to accomplish specific marketing objectives.

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 8

The social media mix is composed of:

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 9

In propagation planning,social media planners ask and answer several questions in order to develop a social experience worthy of participation AND worthy of sharing.List three of these questions.

Accepted Answer

The chapter lists the following relevant

Question 10

A(n)________ is an organizational document that explains the rules and procedures for social media activity for the organization and its employees.

Accepted Answer

A)  center of excellence model 
B)  creative message strategy 
C)  social media policy 
D)  internal environment 
E)  propagation brief 
A)  center of excellence model 
B)  creative message strategy 
C)  social media policy 
D)  internal environment 
E)  propagation brief

Question 11

Coca-Cola increases their budget for social media marketing so that its respective social media marketing budget outweighs Pepsi's social media marketing budget.Which of the following is being characterized in this scenario?

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 12

Which of the following is a key aspect of a firm's external environment?

Accepted Answer

A)  its mission statement 
B)  its social media marketing strategic plan 
C)  its stunts 
D)  its social media marketing maturity stage 
E)  its competition 
A)  its mission statement 
B)  its social media marketing strategic plan 
C)  its stunts 
D)  its social media marketing maturity stage 
E)  its competition

Question 13

Which of the following examples represents a social media mix choice?

Accepted Answer

A)  The social networking media vehicles include Facebook, YouTube, and Flickr. 
B)  Social publishing utilizes a corporate blog. 
C)  The brand utilizes the existing social game, Retail Therapy. 
D)  Social publishing utilizes the document sharing site, Scribd. 
E)  All of the above 
A)  The social networking media vehicles include Facebook, YouTube, and Flickr. 
B)  Social publishing utilizes a corporate blog. 
C)  The brand utilizes the existing social game, Retail Therapy. 
D)  Social publishing utilizes the document sharing site, Scribd. 
E)  All of the above

Question 14

Reflect on why establishing a social media policy is necessary for a company.

Accepted Answer

While employees may use social media to

Question 15

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 16

The "S" in a SWOT analysis stands for:

Accepted Answer

A)  social. 
B)  strengths. 
C)  strategic. 
D)  stunts. 
E)  shares. 
A)  social. 
B)  strengths. 
C)  strategic. 
D)  stunts. 
E)  shares.

Question 17

All of the following questions create answers that form the basis for a propagation brief EXCEPT:

Accepted Answer

A)  Who is the target audience? 
B)  Is there another group of people who can persuade the target audience to follow them? 
C)  What content will be needed? 
D)  What are our competitors doing in terms of social marketing? 
E)  How will experience engagement be extended and shared throughout the social channels? 
A)  Who is the target audience? 
B)  Is there another group of people who can persuade the target audience to follow them? 
C)  What content will be needed? 
D)  What are our competitors doing in terms of social marketing? 
E)  How will experience engagement be extended and shared throughout the social channels?

Question 18

Which of the following represents a consequence of 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)  Managers gain the ability to allocate limited resources using established priorities. 
D)  Success becomes defined and measured. 
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)  Managers gain the ability to allocate limited resources using established priorities. 
D)  Success becomes defined and measured. 
E)  All of the above

Question 19

Which of the following statements is FALSE?

Accepted Answer

A)  Most organizations, to date, allocate only a small portion of their marketing budgets to social media. 
B)  Most companies plan to increase monetary allocations to social media marketing activities. 
C)  Social media is free. 
D)  Corporate resources need to be considered when setting marketing objectives. 
E)  Even companies that are ambitious can and should set realistic marketing objectives. 
A)  Most organizations, to date, allocate only a small portion of their marketing budgets to social media. 
B)  Most companies plan to increase monetary allocations to social media marketing activities. 
C)  Social media is free. 
D)  Corporate resources need to be considered when setting marketing objectives. 
E)  Even companies that are ambitious can and should set realistic marketing objectives.

Question 20

Which of the following assigns a set portion of the overall advertising budget for the organization to social media activities?

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

A company's competitors are a part of its external environment.

Intel tells its employees to encourage comments,to cite others who are blogging about the same topic,to admit mistakes by being upfront and quick with corrections.Such a directive is an example of:

Retail Therapy,an existing social game,would be an example of a choice categorized under the social media mix.

________ is the term used to describe the research stage of the plan.

A(n)________ is a specific statement about a planned social media activity in terms of what that activity intends to accomplish.

Give three examples of basic marketing objectives that social media marketers pursue.

A(n)________ is a written,formalized plan that details the product,pricing,distribution,and promotional strategies that will enable the brand in question to accomplish specific marketing objectives.

The social media mix is composed of:

In propagation planning,social media planners ask and answer several questions in order to develop a social experience worthy of participation AND worthy of sharing.List three of these questions.

A(n)________ is an organizational document that explains the rules and procedures for social media activity for the organization and its employees.

Coca-Cola increases their budget for social media marketing so that its respective social media marketing budget outweighs Pepsi's social media marketing budget.Which of the following is being characterized in this scenario?

Which of the following is a key aspect of a firm's external environment?

Which of the following examples represents a social media mix choice?

Reflect on why establishing a social media policy is necessary for a company.

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

The "S" in a SWOT analysis stands for:

All of the following questions create answers that form the basis for a propagation brief EXCEPT:

Which of the following represents a consequence of planning?

Which of the following statements is FALSE?

Which of the following assigns a set portion of the overall advertising budget for the organization to social media activities?

The Horizontal Revolution

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters

Exam 2: Strategic Planning With Social Media

A company's competitors are a part of its external environment.

Intel tells its employees to encourage comments,to cite others who are blogging about the same topic,to admit mistakes by being upfront and quick with corrections.Such a directive is an example of:

Retail Therapy,an existing social game,would be an example of a choice categorized under the social media mix.

________ is the term used to describe the research stage of the plan.

A(n)________ is a specific statement about a planned social media activity in terms of what that activity intends to accomplish.

Give three examples of basic marketing objectives that social media marketers pursue.

A(n)________ is a written,formalized plan that details the product,pricing,distribution,and promotional strategies that will enable the brand in question to accomplish specific marketing objectives.

The social media mix is composed of:

In propagation planning,social media planners ask and answer several questions in order to develop a social experience worthy of participation AND worthy of sharing.List three of these questions.

A(n)________ is an organizational document that explains the rules and procedures for social media activity for the organization and its employees.

Coca-Cola increases their budget for social media marketing so that its respective social media marketing budget outweighs Pepsi's social media marketing budget.Which of the following is being characterized in this scenario?

Which of the following is a key aspect of a firm's external environment?

Which of the following examples represents a social media mix choice?

Reflect on why establishing a social media policy is necessary for a company.

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

The "S" in a SWOT analysis stands for:

All of the following questions create answers that form the basis for a propagation brief EXCEPT:

Which of the following represents a consequence of planning?

Which of the following statements is FALSE?

Which of the following assigns a set portion of the overall advertising budget for the organization to social media activities?

The Horizontal Revolution

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters