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Exam 4: Social Media Marketing Strategy

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Question 21

Multiple Choice

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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

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Question 22

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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

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Question 23

Multiple Choice

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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?

Which strategy refers to the creative approach used throughout a campaign,which should flow from the brand's positioning statement?

Which of the following statements is not true of chatbots?

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?

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?

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?

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'?

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

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

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

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?

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.'?

Which of the following is true of social media marketing plans?

Which of the following could be part of a social media mix selection in a social media marketing plan?

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?

Which of the following is used to drive a brand's paid and owned media,extend a brand's story,and foster social experiences?

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?

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