Question 1

The one-off ploy by Skittles to let its social media presence take over its website is an example of which of the following?

Accepted Answer

A)  Stunt.
B)  Activation tool.
C)  Social media marketing ploy.
D)  Trial phase.
E)  Activation.

Question 2

Which multi-layered hub and spoke model is appropriate for companies with strategic business units (SBUs) that still represent a core brand?

Accepted Answer

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

Question 3

Which of the following is considered the final stage of the strategic planning process?

Accepted Answer

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.

Question 4

Which positioning statement is best in line with Google?

Accepted Answer

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 the above.

Question 5

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?

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

Question 6

Which of the following provides in-depth detail on the execution of the traditional promotional portion of a brand's marketing plan?

Accepted Answer

A)  Strategic plan.
B)  Marcom plan.
C)  Marketing plan.
D)  Integrated marketing communications plan.
E)  Both B and D.

Question 7

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?

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.

Question 8

Which of the following uses a single phrase to encapsulate the position the brand wishes to hold in the minds of its target audience?

Accepted Answer

A)  Strategic plan.
B)  Creative message strategy.
C)  Marketing plan.
D)  Integrated marketing communications plan.
E)  Positioning statement.

Question 9

Which of the following is not considered one of the five basic models for social media structure?

Accepted Answer

A)  Centralized.
B)  Wheel and spoke.
C)  Dandelion.
D)  Holistic.
E)  Organic.

Question 10

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

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? D

Question 11

Which method is used to assign a set portion of the overall advertising budget for the organization to social media activities?

Accepted Answer

A)  Competitive parity.
B)  Creative message.
C)  Percentage of ad spend.
D)  Budget portioning.
E)  Objective and task.

Question 12

Which part of the SWOT analysis refers to the internal environment of the organization?

Accepted Answer

A)  Strengths and threats.
B)  Opportunities and threats.
C)  Strengths and weaknesses.
D)  Weaknesses and opportunities.
E)  Strengths and opportunities.

Question 13

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) ____________'?

Accepted Answer

A)  activation tool
B)  hashtag
C)  creative asset
D)  social persona
E)  stunt

Question 14

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?

Accepted Answer

A)  Proposition brief.
B)  Experience brief.
C)  Propagation plan.
D)  Creative brief.
E)  Propagation brief. E

Question 15

Which of the following encompasses the three tiers of strategic planning,from beginning to end?

Accepted Answer

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.

Question 16

Which of the following completes the sentence,'Discovery is the term used to describe the____________ stage of the plan'.

Accepted Answer

A)  research
B)  ideation
C)  briefing
D)  prototypes
E)  concepting

Question 17

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 _________'?

Accepted Answer

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

Question 18

Which part of the SWOT analysis refers to the external environment of the organization?

Accepted Answer

A)  Strengths and threats.
B)  Opportunities and threats.
C)  Strengths and weaknesses.
D)  Weaknesses and opportunities.
E)  Strengths and opportunities.

Question 19

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

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.

Question 20

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 ?

Accepted Answer

A)  Marketing mix.
B)  Social media mix.
C)  SWOT analysis.
D)  Stunt.
E)  Creative brief.

Exam 2: Strategic Planning With Social Media

The one-off ploy by Skittles to let its social media presence take over its website is an example of which of the following?

Correct Answer
verified

Which multi-layered hub and spoke model is appropriate for companies with strategic business units (SBUs) that still represent a core brand?

Correct Answer
verified

Which of the following is considered the final stage of the strategic planning process?

Correct Answer
verified

Which positioning statement is best in line with Google?

Correct Answer
verified

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?

Correct Answer
verified
A

Which of the following provides in-depth detail on the execution of the traditional promotional portion of a brand's marketing plan?

Correct Answer
verified

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?

Correct Answer
verified

Which of the following uses a single phrase to encapsulate the position the brand wishes to hold in the minds of its target audience?

Correct Answer
verified

Which of the following is not considered one of the five basic models for social media structure?

Correct Answer
verified

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

Correct Answer
verified
D

Which method is used to assign a set portion of the overall advertising budget for the organization to social media activities?

Correct Answer
verified

Which part of the SWOT analysis refers to the internal environment of the organization?

Correct Answer
verified

Correct Answer
verified

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?

Correct Answer
verified
E

Which of the following encompasses the three tiers of strategic planning,from beginning to end?

Correct Answer
verified

Which of the following completes the sentence,'Discovery is the term used to describe the____________ stage of the plan'.

Correct Answer
verified

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 _________'?

Correct Answer
verified

Which part of the SWOT analysis refers to the external environment of the organization?

Correct Answer
verified

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

Correct Answer
verified

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 ?

Correct Answer
verified

Exam 2: Strategic Planning With Social Media

The one-off ploy by Skittles to let its social media presence take over its website is an example of which of the following?

Correct AnswerverifiedShow Answer

Which multi-layered hub and spoke model is appropriate for companies with strategic business units (SBUs) that still represent a core brand?

Correct AnswerverifiedShow Answer

Which of the following is considered the final stage of the strategic planning process?

Correct AnswerverifiedShow Answer

Which positioning statement is best in line with Google?

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedA

Which of the following provides in-depth detail on the execution of the traditional promotional portion of a brand's marketing plan?

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Which of the following uses a single phrase to encapsulate the position the brand wishes to hold in the minds of its target audience?

Correct AnswerverifiedShow Answer

Which of the following is not considered one of the five basic models for social media structure?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedD

Which method is used to assign a set portion of the overall advertising budget for the organization to social media activities?

Correct AnswerverifiedShow Answer

Which part of the SWOT analysis refers to the internal environment of the organization?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedE

Which of the following encompasses the three tiers of strategic planning,from beginning to end?

Correct AnswerverifiedShow Answer

Which of the following completes the sentence,'Discovery is the term used to describe the____________ stage of the plan'.

Correct AnswerverifiedShow Answer

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 _________'?

Correct AnswerverifiedShow Answer

Which part of the SWOT analysis refers to the external environment of the organization?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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 ?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
D

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
E

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified