Deck 8: Planning Communications

Question 1

Which of the following is NOT a characteristic of a well written goal?

A) it is measurable
B) it is reachable
C) it is time specific
D) both a and b
E) it is profitable

Answer 1

E

Question 2

The brand Oreo set a goal "to be the best loved cookie in the world." What is wrong with this goal?

A) it is not measurable
B) it is reachable
C) it is time specific
D) both a and b
E) it is not profitable

Answer 2

A

Question 3

Which of the following is TRUE about Nike's IMC strategy?

A) it is not integrated
B) it is focused exclusively on social media
C) its message is global
D) it doesn't have a presence in China
E) Nike does not have its own social media site

Answer 3

C

Question 4

A touchpoint is defined as:

A) a retail store
B) a point of communication
C) a social media post
D) user generated content
E) an advertisement

Question 5

Touchpoints:

A) must retain the same messages
B) do not contribute to IMC strategy
C) consist of opportunities to connect with customers
D) are not available with all targets
E) are always integrated

Question 6

Which industry spends the most on advertising?

A) computer hardware
B) computer software
C) media
D) automobile
E) home improvement

Question 7

Which company spends the most money globally on advertising?

A) GM
B) GE
C) Johnson and Johnson
D) Toyota
E) P&G

Question 8

What is the main advantage of digital media over traditional?

A) it costs less
B) it reaches more people
C) people like it better
D) it is more effective
E) it is trackable

Question 9

Which is it advisable to use a mix of media to reach people?

A) it costs less
B) it reaches more people
C) people like it better
D) it is more effective
E) it is trackable

Question 10

Why do marketers use more than one form of media to reach people with their messages?

A) it costs less
B) people like it better
C) people process messages in different forms of media differently
D) it has a higher return on investment
E) it is required by certain social media sites

Question 11

Which is the final step in the social media development process?

A) determine target
B) set goals
C) budget
D) select media
E) evaluate

Question 12

Which is the first step in the social media development process?

A) determine target
B) set goals
C) budget
D) select media
E) evaluate

Question 13

Which of the following is an end goal for a firm?

A) persuading
B) reminding
C) educating
D) selling
E) building trust

Question 14

The purpose of interim goals is to:

A) to develop strategy
B) to create social media messaging
C) to steer the strategy toward success
D) to build the internet platform
E) to offer effective goals to target markets

Question 15

Which of the following is NOT an organizational objective?

A) cost leadership
B) maximize profits
C) grow market share
D) establish Twitter dominance
E) reduce costs

Question 16

KPI stands for:

A) key posting index
B) Kendall-Pearson indicator
C) knowledge position interrogative
D) Knelling-Peterson Interview
E) key performance indicator

Question 17

Cheerios wants to increase sales 2% a year. What is wrong with this goal?

A) it is not measurable
B) it is not reachable
C) it is not time specific
D) it is not true
E) it is not quantified

Question 18

Which of the following represents an action that a firm might take?

A) goal
B) objective
C) hurdle
D) strategy
E) tactic

Question 19

Strong goals are:

A) tied to social media
B) are platform agnostic
C) written for Facebook and Twitter
D) business oriented
E) for mobile

Question 20

Which of the following is NOT part of the process for developing a mobile app?

A) setting goals
B) choosing targets
C) determining budget
D) selecting media
E) evaluating the process

Question 21

Bing's commercial intent tool was

A) useful to generate key words people use when buying
B) used by advertisers to create paid search ads on the platform
C) available through Bing's ad display network
D) showed advertisers the method for running Bing paid ads
E) an aide for customers seeking the best prices on products

Question 22

When a person searches for the words "stores and big screen TVs" they are doing which of the following?

A) running display ads on Bing
B) exhibiting commercial intent
C) searching for TV assembly instructions
D) using social media
E) optimizing their search engine rankings

Question 23

Which of the following social media sites does not skew toward young women?

A) Facebook
B) Twitter
C) Pinterest
D) LinkedIn
E) Instagram

Question 24

Which social site would you want to use to reach people based on the last position they held?

A) Facebook
B) Twitter
C) Pinterest
D) LinkedIn
E) Instagram

Question 25

Which social platform has the users with the highest incomes?

A) Facebook
B) Twitter
C) Pinterest
D) LinkedIn
E) Instagram

Question 26

Outline the process for developing a social media strategy.

Question 27

Which step in the social media and mobile marketing development process is the most important and why?

Question 28

Using a company with which you are familiar write three strong goals for the company to achieve in the next 5 years.

Question 29

How should a firm evaluate social media? Describe the methods and measures you would recommend for a specific brand.