Question 1

Which one of the following statements is TRUE?

Accepted Answer

A)  Most marketers currently use social media marketing tactics with a high level of maturity. 
B)  Most marketers currently use social media marketing tactics on a strategic level. 
C)  There are very few marketers that use social media marketing tactics in the trial phase. 
D)  There are many marketers that use social media marketing tactics in the trial phase. 
E)  There are very few marketers that use social marketing tactics in the first phase of the adoption cycle. 
A)  Most marketers currently use social media marketing tactics with a high level of maturity. 
B)  Most marketers currently use social media marketing tactics on a strategic level. 
C)  There are very few marketers that use social media marketing tactics in the trial phase. 
D)  There are many marketers that use social media marketing tactics in the trial phase. 
E)  There are very few marketers that use social marketing tactics in the first phase of the adoption cycle.

Question 2

"To inspire happiness throughout the world by creating hope and wisdom on our company's Facebook page" is an example of an actionable objective created by a company.

Accepted Answer

A) True 
 B)False

Question 3

An example of a love mark is Harley Davidson.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is done in the first step of the social media marketing strategic planning process?

Accepted Answer

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

Question 5

________ are the people who will propagate your message.

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 6

Which of the following 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

Which of the following represents a consequence of social media marketing maturity?

Accepted Answer

A)  Social media marketing activities are consistent with their marketing and marketing communications plans. 
B)  Social media marketing activities are capable of meeting specific marketing objectives. 
C)  Social media applications that start as one-time "experiments" often morph into more long-term and carefully thought-out communications pieces. 
D)  Social media promotions become integrated with the overall promotional campaigns in place to reach customers. 
E)  All of the above 
A)  Social media marketing activities are consistent with their marketing and marketing communications plans. 
B)  Social media marketing activities are capable of meeting specific marketing objectives. 
C)  Social media applications that start as one-time "experiments" often morph into more long-term and carefully thought-out communications pieces. 
D)  Social media promotions become integrated with the overall promotional campaigns in place to reach customers. 
E)  All of the above

Question 8

An example of a social media marketing objective would be to increase sales revenue.

Accepted Answer

A) True 
 B)False

Question 9

Julie,the CEO,decides to have the marketing department report all social media marketing activities to her quarterly.Julie has set up a distributed social media structure.

Accepted Answer

A) True 
 B)False

Question 10

Benjamin Moore,a brand of paint,identified interior designers as a viable target audience for its social media marketing plan.Which of the following constitutes a characteristic that is unique to this target audience's social profile?

Accepted Answer

A)  Interior designers tend to locate their businesses in cities. 
B)  Interior design companies average over $1 million in annual revenues. 
C)  Interior design companies, on average, employ more women than men. 
D)  Interior designers have, on average, a college degree. 
E)  Interior designers tend to use the Internet to gather information for decisions. 
A)  Interior designers tend to locate their businesses in cities. 
B)  Interior design companies average over $1 million in annual revenues. 
C)  Interior design companies, on average, employ more women than men. 
D)  Interior designers have, on average, a college degree. 
E)  Interior designers tend to use the Internet to gather information for decisions.

Question 11

A(n)________ 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)  activation tool 
C)  objective and task method 
D)  stunt 
E)  propagation brief 
A)  SWOT analysis 
B)  activation tool 
C)  objective and task method 
D)  stunt 
E)  propagation brief

Question 12

Which of the following terms describes the process of identifying objectives to accomplish,deciding how to accomplish those objectives with specific strategies and tactics,implementing the actions that make the plan come to life,and measuring how well the plan met the objectives?

Accepted Answer

A)  concepting 
B)  strategic planning 
C)  ideation 
D)  briefing 
E)  positioning 
A)  concepting 
B)  strategic planning 
C)  ideation 
D)  briefing 
E)  positioning

Question 13

The uncontrollable elements that influence how well the firm operates reside in the:

Accepted Answer

A)  external environment only. 
B)  internal environment only. 
C)  both the external and internal environments. 
D)  neither the external nor internal environments. 
E)  mind of the consumer. 
A)  external environment only. 
B)  internal environment only. 
C)  both the external and internal environments. 
D)  neither the external nor internal environments. 
E)  mind of the consumer.

Question 14

The "T" in a SWOT analysis stands for:

Accepted Answer

A)  time line. 
B)  targets. 
C)  traffic. 
D)  threats. 
E)  tools. 
A)  time line. 
B)  targets. 
C)  traffic. 
D)  threats. 
E)  tools.

Question 15

Which of the following is based on the belief that spending the same or more than other brands on social media marketing will result in a comparable change in share of attention for the brand?

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

An organization's strengths and weaknesses come from:

Accepted Answer

A)  the external environment only. 
B)  the internal environment only. 
C)  both the external and internal environments. 
D)  neither the external nor internal environments. 
E)  the mind of the consumer. 
A)  the external environment only. 
B)  the internal environment only. 
C)  both the external and internal environments. 
D)  neither the external nor internal environments. 
E)  the mind of the consumer.

Question 17

The "W" in a SWOT analysis stands for:

Accepted Answer

A)  windows. 
B)  weeks. 
C)  words. 
D)  women. 
E)  weaknesses. 
A)  windows. 
B)  weeks. 
C)  words. 
D)  women. 
E)  weaknesses.

Question 18

A fund-raising campaign for a college sorority might be based on a ________ of a Facebook page,a Twitter blast,and a Foursquare check-in competition at the local sorority house.

Accepted Answer

A)  marketing mix 
B)  social media mix 
C)  SWOT analysis 
D)  stunt 
E)  creative brief 
A)  marketing mix 
B)  social media mix 
C)  SWOT analysis 
D)  stunt 
E)  creative brief

Question 19

A center of excellence model:

Accepted Answer

A)  pulls people with different kinds of expertise from across the organization to participate in social media planning. 
B)  assigns the social media responsibility to a discipline "silo" such as the marketing department. 
C)  introduces internal political issues relating to who in the company has primary responsibility for social media. 
D)  makes it more difficult to integrate social media applications with other marketing initiatives 
E)  All of the above 
A)  pulls people with different kinds of expertise from across the organization to participate in social media planning. 
B)  assigns the social media responsibility to a discipline "silo" such as the marketing department. 
C)  introduces internal political issues relating to who in the company has primary responsibility for social media. 
D)  makes it more difficult to integrate social media applications with other marketing initiatives 
E)  All of the above

Question 20

Management in a firm can control:

Accepted Answer

A)  its opportunities and threats. 
B)  its opportunities and strengths. 
C)  its strengths and weaknesses. 
D)  its strengths and threats. 
E)  its opportunities and weaknesses. 
A)  its opportunities and threats. 
B)  its opportunities and strengths. 
C)  its strengths and weaknesses. 
D)  its strengths and threats. 
E)  its opportunities and weaknesses.

Which one of the following statements is TRUE?

"To inspire happiness throughout the world by creating hope and wisdom on our company's Facebook page" is an example of an actionable objective created by a company.

An example of a love mark is Harley Davidson.

Which of the following is done in the first step of the social media marketing strategic planning process?

________ are the people who will propagate your message.

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

Which of the following represents a consequence of social media marketing maturity?

An example of a social media marketing objective would be to increase sales revenue.

Julie,the CEO,decides to have the marketing department report all social media marketing activities to her quarterly.Julie has set up a distributed social media structure.

Benjamin Moore,a brand of paint,identified interior designers as a viable target audience for its social media marketing plan.Which of the following constitutes a characteristic that is unique to this target audience's social profile?

A(n)________ highlights relevant aspects of the firm's internal and external environment that could affect the organization's choices,capabilities,and resources.

Which of the following terms describes the process of identifying objectives to accomplish,deciding how to accomplish those objectives with specific strategies and tactics,implementing the actions that make the plan come to life,and measuring how well the plan met the objectives?

The uncontrollable elements that influence how well the firm operates reside in the:

The "T" in a SWOT analysis stands for:

Which of the following is based on the belief that spending the same or more than other brands on social media marketing will result in a comparable change in share of attention for the brand?

An organization's strengths and weaknesses come from:

The "W" in a SWOT analysis stands for:

A fund-raising campaign for a college sorority might be based on a ________ of a Facebook page,a Twitter blast,and a Foursquare check-in competition at the local sorority house.

A center of excellence model:

Management in a firm can control:

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

Which one of the following statements is TRUE?

"To inspire happiness throughout the world by creating hope and wisdom on our company's Facebook page" is an example of an actionable objective created by a company.

An example of a love mark is Harley Davidson.

Which of the following is done in the first step of the social media marketing strategic planning process?

________ are the people who will propagate your message.

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

Which of the following represents a consequence of social media marketing maturity?

An example of a social media marketing objective would be to increase sales revenue.

Julie,the CEO,decides to have the marketing department report all social media marketing activities to her quarterly.Julie has set up a distributed social media structure.

Benjamin Moore,a brand of paint,identified interior designers as a viable target audience for its social media marketing plan.Which of the following constitutes a characteristic that is unique to this target audience's social profile?

A(n)________ highlights relevant aspects of the firm's internal and external environment that could affect the organization's choices,capabilities,and resources.

Which of the following terms describes the process of identifying objectives to accomplish,deciding how to accomplish those objectives with specific strategies and tactics,implementing the actions that make the plan come to life,and measuring how well the plan met the objectives?

The uncontrollable elements that influence how well the firm operates reside in the:

The "T" in a SWOT analysis stands for:

Which of the following is based on the belief that spending the same or more than other brands on social media marketing will result in a comparable change in share of attention for the brand?

An organization's strengths and weaknesses come from:

The "W" in a SWOT analysis stands for:

A fund-raising campaign for a college sorority might be based on a ________ of a Facebook page,a Twitter blast,and a Foursquare check-in competition at the local sorority house.

A center of excellence model:

Management in a firm can control:

The Horizontal Revolution

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters