Verified Test Bank 1st Edition Planning Communications Ch.8

Chapter Eight

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

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

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

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

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

6. Which industry spends the most on advertising?:

a) computer hardware

b) computer software

c) media

d) automobile

e) home improvement

7. Which company spends the most money globally on advertising?:

a) GM

b) GE

c) Johnson and Johnson

d) Toyota

e) P&G

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

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

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

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

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

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

a) persuading

b) reminding

c) educating

d) selling

e) building trust

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

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

16. KPI stands for:

a) key posting index

b) Kendall-Pearson indicator

c) knowledge position interrogative

d) Knelling-Peterson Interview

e) key performance indicator

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

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

a) goal

b) objective

c) hurdle

d) strategy

e) tactic

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

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

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

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

23. Which of the following social media sites does not skew toward young women?: a) Facebook

b) Twitter

c) Pinterest

d) LinkedIn

e) Instagram

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

25. Which social platform has the users with the highest incomes?:

a) Facebook

b) Twitter

c) Pinterest

d) LinkedIn

e) Instagram

Essay

1. Outline the process for developing a social media strategy.

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

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

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