Question 1

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)  Social media is not free. 
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)  Social media is not free. 
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 2

An example of a stunt was when Skittles let its social media presence take over its website.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following characteristics is associated with an actionable objective?

Accepted Answer

A)  be specific 
B)  be hopeful 
C)  specify the desired change 
D)  include a time line 
E)  be measurable 
A)  be specific 
B)  be hopeful 
C)  specify the desired change 
D)  include a time line 
E)  be measurable

Question 4

Which of the following best represents a positioning statement?

Accepted Answer

A)  Google provides "the world's information in one click." 
B)  Apple seeks to make wide use of social games. 
C)  Sony's products are displayed clearly on their web site for customers to preview. 
D)  Microsoft constantly upgrades their products against viruses and potential bugs. 
E)  None of the above 
A)  Google provides "the world's information in one click." 
B)  Apple seeks to make wide use of social games. 
C)  Sony's products are displayed clearly on their web site for customers to preview. 
D)  Microsoft constantly upgrades their products against viruses and potential bugs. 
E)  None of the above

Question 5

Which of the following questions should a competitive social media analysis answer?

Accepted Answer

A)  In which social media channels and specific vehicles are competitors active? 
B)  How do competitors present themselves in those channels and vehicles? 
C)  Who are competitors' fans and followers? 
D)  How do fans and followers respond to the competitor brand's social activity? 
E)  All of the above 
A)  In which social media channels and specific vehicles are competitors active? 
B)  How do competitors present themselves in those channels and vehicles? 
C)  Who are competitors' fans and followers? 
D)  How do fans and followers respond to the competitor brand's social activity? 
E)  All of the above

Question 6

An organization's opportunities and threats 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 7

For social media marketing campaigns,planners create a(n)________ to guide the development of the campaign.

Accepted Answer

A)  creative brief 
B)  experience brief 
C)  stunt 
D)  situation analysis 
E)  external environment 
A)  creative brief 
B)  experience brief 
C)  stunt 
D)  situation analysis 
E)  external environment

Question 8

The three basic models for a social media structure within an organization are:

Accepted Answer

A)  center of excellence, silo, and integration. 
B)  centralized, distributed, and combination. 
C)  internal, external, and environmental. 
D)  objective and task, percentage of ad, and competitive parity. 
E)  experience, creative, and propagation. 
A)  center of excellence, silo, and integration. 
B)  centralized, distributed, and combination. 
C)  internal, external, and environmental. 
D)  objective and task, percentage of ad, and competitive parity. 
E)  experience, creative, and propagation.

Question 9

Best Buy lets any employee post comments on their company Facebook page.They have implemented a centralized social media structure.

Accepted Answer

A) True 
 B)False

Question 10

The final stage of the strategic planning process is to:

Accepted Answer

A)  select the social media channels and vehicles. 
B)  state objectives. 
C)  create an experience strategy. 
D)  execute and measure the campaign. 
E)  gather insight into the target audience. 
A)  select the social media channels and vehicles. 
B)  state objectives. 
C)  create an experience strategy. 
D)  execute and measure the campaign. 
E)  gather insight into the target audience.

Question 11

Apple's "the computer for the rest of us" statement is an example of a positioning statement.

Accepted Answer

A) True 
 B)False

Question 12

Benjamin Moore,a brand of paint,identified well-educated professionals with financial resources 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)  This target market makes over $100,000 a year on average. 
B)  This target market has access to multiple devices including desktop and/or laptop computers, smartphones, and tablets. 
C)  This target market uses paint to remodel their own homes. 
D)  This target market tends to congregate in suburban locations. 
E)  This target market tends to be over 45 years in age. 
A)  This target market makes over $100,000 a year on average. 
B)  This target market has access to multiple devices including desktop and/or laptop computers, smartphones, and tablets. 
C)  This target market uses paint to remodel their own homes. 
D)  This target market tends to congregate in suburban locations. 
E)  This target market tends to be over 45 years in age.

Question 13

Which of the following depicts an organization in the transition phase of the social media marketing maturity life cycle?

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 14

Which of the following terms encompasses a brand's efforts to define how the brand will behave in the social Web,what voice will be used,and how deeply the brand will interact in the social space with customers?

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

Question 15

A SWOT analysis is often included in the ________.

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 16

The controllable 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 17

Companies are starting to create social media manager positions.

Accepted Answer

A) True 
 B)False

Question 18

The fact that a target audience,such as an interior designer,tends to use the Internet to gather information prior to making decisions would be relevant to a social media profile of that target audience.

Accepted Answer

A) True 
 B)False

Question 19

A(n)________ provides in-depth detail on the execution of the (traditional)promotional portion of a brand's marketing plan.

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 20

Management in a firm cannot 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 of the following statements is TRUE?

An example of a stunt was when Skittles let its social media presence take over its website.

Which of the following characteristics is associated with an actionable objective?

Which of the following best represents a positioning statement?

Which of the following questions should a competitive social media analysis answer?

An organization's opportunities and threats come from:

For social media marketing campaigns,planners create a(n)________ to guide the development of the campaign.

The three basic models for a social media structure within an organization are:

Best Buy lets any employee post comments on their company Facebook page.They have implemented a centralized social media structure.

The final stage of the strategic planning process is to:

Apple's "the computer for the rest of us" statement is an example of a positioning statement.

Benjamin Moore,a brand of paint,identified well-educated professionals with financial resources 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?

Which of the following depicts an organization in the transition phase of the social media marketing maturity life cycle?

Which of the following terms encompasses a brand's efforts to define how the brand will behave in the social Web,what voice will be used,and how deeply the brand will interact in the social space with customers?

A SWOT analysis is often included in the ________.

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

Companies are starting to create social media manager positions.

The fact that a target audience,such as an interior designer,tends to use the Internet to gather information prior to making decisions would be relevant to a social media profile of that target audience.

A(n)________ provides in-depth detail on the execution of the (traditional)promotional portion of a brand's marketing plan.

Management in a firm cannot 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 of the following statements is TRUE?

An example of a stunt was when Skittles let its social media presence take over its website.

Which of the following characteristics is associated with an actionable objective?

Which of the following best represents a positioning statement?

Which of the following questions should a competitive social media analysis answer?

An organization's opportunities and threats come from:

For social media marketing campaigns,planners create a(n)________ to guide the development of the campaign.

The three basic models for a social media structure within an organization are:

Best Buy lets any employee post comments on their company Facebook page.They have implemented a centralized social media structure.

The final stage of the strategic planning process is to:

Apple's "the computer for the rest of us" statement is an example of a positioning statement.

Benjamin Moore,a brand of paint,identified well-educated professionals with financial resources 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?

Which of the following depicts an organization in the transition phase of the social media marketing maturity life cycle?

Which of the following terms encompasses a brand's efforts to define how the brand will behave in the social Web,what voice will be used,and how deeply the brand will interact in the social space with customers?

A SWOT analysis is often included in the ________.

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

Companies are starting to create social media manager positions.

The fact that a target audience,such as an interior designer,tends to use the Internet to gather information prior to making decisions would be relevant to a social media profile of that target audience.

A(n)________ provides in-depth detail on the execution of the (traditional)promotional portion of a brand's marketing plan.

Management in a firm cannot 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