SM MKT CH4

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? a. Social persona. b. Ideation. c. Share of voice. d. Prototypes. e. Concepting.

A

Which positioning statement is best in line with Google? a. The world's information in one click. b. The computer for the rest of us. c. Personal video broadcasting network. d. Networking networks. e. None of these.

A

The Melbourne Metro used social community, social publishing and social entertainment to target young people between the ages of 14 and 20 in its safety campaign where the video Dumb Ways to Die went viral. Which of the following is this an example of ? a. Marketing mix. b. Social media mix. c. SWOT analysis. d. Stunt. e. Creative brief.

B

Which part of the SWOT analysis refers to the external environment of the organization? a. Strengths and threats. b. Opportunities and threats. c. Strengths and weaknesses. d. Weaknesses and opportunities. e. Strengths and opportunities.

B

Media costs are often lower for a social media marketing campaign compared traditional ad programs (that include television and/or print media). However, it has been said that 'Social media trades media costs for ______ costs." Which of the following completes the statement? a. Development. b. Creative. c. Labor. d. Agency. e. None of these.

C

Starbucks decides to allocate 30% of their total online marketing funding to social media. This decision represents a variation of which of the following? a. Competitive parity method. b. Creative message strategy. c. Percentage of ad spend method. d. Center of excellence model. e. Objective and task method.

C

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? 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.

C

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

D

Which of the following is true of social media marketing plans? a. In the early days of social media marketing, many plans were developed for stand-alone campaigns that were not fully integrated into the brand's promotional mix. b. Social media marketing plans may serve as stand-alone campaigns or be a fully integrated media choice in the brand's marcom plan. c. Social media marketing plans must mirror traditional marcom plans and be fully integrated into the brand's promotional mix. d. A & B. e. A & C.

D

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

E

Which of the following could be part of a social media mix selection in a social media marketing plan? a. Ads on Facebook. b. A corporate blog. c. A YouTube channel. d. Snapchat stories. e. All of these.

E

Which of the following uses a single phrase to encapsulate the position the brand wishes to hold in the minds of its target audience? a. Strategic plan. b. Creative message strategy. c. Marketing plan. d. Integrated marketing communications plan. e. Positioning statement.

E

Apple increases their budget for social media marketing so that its respective social media marketing budget outweighs Samsung's social media marketing budget. This is an example of which of the following? 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

The four dimensions of brand experience are listed below. Which of the following dimensions corresponds to a visual brand experience? a. Sensory dimension. b. Affective dimension. c. Behavioural dimension. d. Cognitive dimension e. None of these.

A

The one-off ploy by Skittles to let its social media presence take over its website is an example of which of the following? a. Stunt. b. Activation tool. c. Social media marketing ploy. d. Trial phase. e. Activation

A

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? a. Centralized structure. b. Organic structure. c. Hub and spoke structure. d. Propagation structure. e. Dandelion structure.

A

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

A

Which of the following best completes the following statement, 'Social media are relatively inexpensive ways to increase the ______ and ______ of messages that are otherwise delivered via more traditional, big media methods.'? a. Reach, frequency. b. Effectiveness, stickiness. c. Reach, stickiness. d. Effectiveness, frequency. e. All are true.

A

Which of the following best completes the statement, 'A ______ 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.'? a. Marketing plan. b. Marketing stategy. c. Strategy brief. d. Marketing calendar. e. None of these.

A

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.'? a. Brand experience. b. Brand loyalty. c. Brand messaging. d. Brand reception. e. None of these.

A

Which of the following completes the sentence, 'A ______ pulls people with different kinds of expertise from across the organization to participate, eliminating the internal political issues relating to who in the company has primary responsibility for social media'? a. center of excellence model b. silo model c. creative message strategy d. single solution model e. social media mix

A

Which of the following completes the sentence, 'Bots can be programmed to post fake messages to sway public opinion. It's a problem known as _______, in which a seemingly authentic swell of grass-root opinion is in fact manufactured by a battalion of opinionated bots.'? a. Astroturfing. b. Spoofing. c. Phishing. d. Catfishing. e. None of these.

A

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? a. SWOT analysis. b. External environment analysis. c. Internal environment analysis. d. Situation analysis. e. Both B and C.

A

As a result of time and experience we tend to see that applications that start as one-time 'experiments' often morph into more long-term and carefully thought-out elements that the organization integrates with all the other communication pieces it uses to reach customers. Which of the following is this an example of? a. Social media marketing transition. b. Social media marketing maturity. c. Social media marketing independence. d. Social media marketing integration. e. None of these.

B

As organizations begin to shift more marketing dollars from traditional advertising to social media marketing, managers will seek out comparisons on metrics such as ROI (Return On Investment) between social media and other media options. Which of the following is necessary to make these comparisons? a. Surveying consumer attitudes. b. Measuring outcomes. c. Refreshing site content regularly. d. Focus on short term goals. e. None of these.

B

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? 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.

B

The four dimensions of brand experience are listed below. Which of the following dimensions corresponds to an emotional brand experience? a. Sensory dimension. b. Affective dimension. c. Behavioural dimension. d. Cognitive dimension e. None of these.

B

The process of identifying which 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 is best known as which of the following? a. Concepting. b. Strategic planning. c. Ideation. d. Briefing. e. Positioning.

B

What are the three phases of social media marketing maturity? a. Trial, tribulation, and strategic. b. Trial, transition, and strategic. c. Activation, transition, and strategic. d. Activation, tribulation, and strategic. e. None of these.

B

Which multi-layered hub and spoke model is appropriate for companies with strategic business units (SBUs) that still represent a core brand? a. Hub and spoke. b. Dandelion model. c. Holistic model. d. Organic structure. e. Centralized structure.

B

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'? a. demographics b. social profile c. social media lifestyle d. geodemographics e. psychographics

B

Which of the following is not considered one of the five basic models for social media structure? a. Centralized. b. Wheel and spoke. c. Dandelion. d. Holistic. e. Organic.

B

Which of the following is one of the most widely used social media management systems by large and small companies? a. Owlsuite. b. Hootsuite. c. Salesforce. d. SocialOomph. e. Tweetsi

B

Which of the following people will propagate a brand's message and invite others to the experience? a. Followers. b. Influencers. c. Lurkers. d. Bloggers. e. Web crawlers.

B

Which phase of social media marketing maturity does the following sentence describe? 'During this phase, social media activities still occur somewhat randomly or haphazardly but a more systematic way of thinking starts to develop within the organization.' a. Exploratory phase. b. Transition phase. c. Trial phase. d. Strategic phase. e. None of these.

B

Zappos takes advantage of the fact that many of its employees participate in social media vehicles—and these enthusiastic team members promote the company in the process. Which social media structure is most likely being used at Zappos? a. Centralized structure. b. Organic structure. c. Hub and spoke structure. d. Propagation structure. e. Dandelion structure.

B

Automated and pre-programmed social media posts and replies to user generated comments (such as Tweets or Facebook posts) can be useful for workflow automation, but often can be viewed by users as fake or disingenuous. What is this practice referred to as? a. Social media trolls. b. Social media robots. c. Social media zombies. d. Social media auto-dialers. e. None of these.

C

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? 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.

C

Sun Microsystems tells its employees that whether in the actual or virtual world, their interactions and discourse should be respectful and professional. Which of the following is this an example of? a. A center of excellence model. b. A creative message strategy. c. A social media policy. d. An internal environment. e. A propagation brief.

C

The four dimensions of brand experience are listed below. Which of the following dimensions corresponds to an experience that enables physical action? a. Sensory dimension. b. Affective dimension. c. Behavioural dimension. d. Cognitive dimension e. None of these.

C

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

C

Which method is used to assign a set portion of the overall advertising budget for the organization to social media activities? a. Competitive parity. b. Creative message. c. Percentage of ad spend. d. Budget portioning. e. Objective and task.

C

Which of the following completes the sentence, 'An organizational document that explains the rules and procedures for social media activity for the organization and its employees is also known as a ______'? a. center of excellence model b. creative message strategy c. social media policy d. internal environment e. propagation brief

C

Which of the following completes the sentence, 'The GEICO gecko was developed as part of the insurance company's traditional advertising and may be employed in a social media campaign to give the company a head start in terms of consumer recognition, so in this case the GEICO gecko is a(n) ______'? a. activation tool b. hashtag c. creative asset d. social persona e. stunt

C

Which of the following completes the statement, 'A(n) ______ is a specific statement about a planned social media activity in terms of what that activity intends to accomplish.'? a. Brief. b. Roadmap. c. Objective. d. Benchmark. e. None of these.

C

Which of the following exists within the social media policy and refers to the basic expectations for employee behavior in social communities? a. Social media guidelines. b. Social media policy. c. Standards of conduct. d. Disclosure requirements. e. None of these.

C

Which of the following is used to drive a brand's paid and owned media, extend a brand's story, and foster social experiences? a. Activation tools. b. Stunts. c. Creative assets. d. Social personas. e. Hashtags.

C

Which of the following statements is true? 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.

C

Which part of the SWOT analysis refers to the internal environment of the organization? a. Strengths and threats. b. Opportunities and threats. c. Strengths and weaknesses. d. Weaknesses and opportunities. e. Strengths and opportunities.

C

Which phase of social media marketing maturity does the following sentence describe? 'Organizations test out social media platforms, but they don't really consider how social media can play a role in the overall marketing plan.' a. Exploratory phase. b. Transition phase. c. Trial phase. d. Strategic phase. e. None of these.

C

Which strategy refers to the creative approach used throughout a campaign, which should flow from the brand's positioning statement? a. Creative strategy. b. Social media strategy. c. Message strategy. d. Creative brief. e. Experience brief.

C

Which term refers to why planners need to define how the brand will behave in the social Web, what voice will be used, and even how deeply the brand will interact in the social space with customers? a. Social personality. b. Social brand. c. Social persona. d. Social tactics. e. Social media policy.

C

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

D

The current problem or opportunity an organization faces is outlined in which of the following? a. A positioning statement. b. The social media mix. c. The social media profile. d. The situation analysis. e. The message strategy.

D

Which of the following encompasses the three tiers of strategic planning, from beginning to end? a. Product level, promotion level, and distribution areas. b. Business level, functional areas, and corporate level. c. Promotion level, distribution areas, and product level. d. Corporate level, business level, and functional areas. e. Distribution areas, product level, and promotion level.

D

Which of the following exists within the social media policy and ensures that readers/consumers can still find postings credible and trustworthy? a. Social media guidelines. b. Social media policy. c. Standards of conduct. d. Disclosure requirements. e. None of these.

D

Which of the following is considered the final stage of the strategic planning process? a. Select the social media channels and vehicles. b. State the objectives. c. Create an experience strategy. d. Execute and measure the campaign. e. Gather insight into the target audience.

D

Which of the following questions does not create answers that would form the basis for a propagation brief? 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?

D

Which phase of social media marketing maturity does the following sentence describe? 'During this phase, an organization utilizes a formal process to plan social media marketing activities with clear objectives and metrics.' a. Exploratory phase. b. Transition phase. c. Trial phase. d. Strategic phase. e. None of these.

D

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? a. Competitive parity method. b. Creative message strategy. c. Percentage of ad spend method. d. Center of excellence model. e. Objective and task method.

E

The social media audit typically assessed which of the following? a. Past social media activity. b. Frequency and type of activity. c. Responsiveness. d. Engagement. e. All of these.

E

The social media manager's role encompasses which of the following? a. Overseeing social media strategy. b. Managing social media strategy. c. Championing social media strategy internally. d. A & B Only. e. All of these.

E

What are the three components of a social media policy? a. That standards of conduct be put in place which require that all online statements about the business must be honest and transparent. b. Each employee must disclose that they are affiliated with the organization when posting in online communities. c. Organizations keep all intellectual property and private financial information confidential. d. Poster uses hashtags to disclose the nature of relationships reflected in the posts. e. All of these.

E

Which method builds the budget from a logical base with what is to be accomplished as the starting point? a. Competitive parity method. b. Creative message strategy. c. Percentage of ad spend method. d. Center of excellence model. e. Objective and task method.

E

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.'? a. Stage stunts, distractions. b. Gain followers, pillars. c. Coordinate events, activation tools. d. Generate buzz, pillars. e. Stage stunts, activation tools.

E

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

E

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

E

Which of the following explains the value in strategic planning? 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.

E

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? a. Proposition brief. b. Experience brief. c. Propagation plan. d. Creative brief. e. Propagation brief.

E

Which of the following provides in-depth detail on the execution of the traditional promotional portion of a brand's marketing plan? a. Strategic plan. b. Marcom plan. c. Marketing plan. d. Integrated marketing communications plan. e. Both B and D.

E

Which of the following questions should be answered by 'A competitive social media analysis'? 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 these.

E

Which of the following statements is not true of chatbots? a. Bots are algorithms acting in social media networks. b. Their capabilities offer potential value to marketers and consumers. c. Bots can make recommendations, provide information, facilitate purchases, and interact in conversations. d. Nearly 30% of people cannot identify bots from live users on social networks. e. None of these.

E

Which of the following completes the sentence, 'Discovery is the term used to describe the ______ stage of the plan'. a. research b. ideation c. briefing d. prototypes e. concepting

A

The four dimensions of brand experience are listed below. Which of the following dimensions corresponds to an experience that stimulates curiosity? a. Sensory dimension. b. Affective dimension. c. Behavioural dimension. d. Cognitive dimension e. None of these.

D