NEW
Font size
S
M
L
XL
WorksheetsChapter 4
Total questions: 50
Worksheet time: 25mins
Name
Class
Date
1.
A digital and social media marketing plan is important because it…
a)
Guides an organisation's direction.
b)
Eliminates the needs for the social media marketing planning cycle
c)
Can be used for traditional marketing as well.
d)
Limits how much time a person spends using social media.
e)
Promotes products and services through traditional channels
2.
What is a contingency plan?
a)
A second plan in case management do not approve the first plan
b)
A detailed marketing plan
c)
A set of actions to be taken if the original plan does not perform as anticipated
d)
A marketing plan written just for social networking
e)
None of the above
3.
How often should a digital and social media marketing plan be revisited?
a)
When something goes wrong
b)
As often as required to maintain focus on the objectives and to revise for any new circumstances
c)
At organisational board meetings
d)
During the financial review of the organisation each month
e)
It is a continuous process without defined time frame.
4.
Aligning business strategy with the buyer persona is…
a)
A process to teach a prospect how to be a buyer
b)
A way to analyse your competitors<br />
c)
Knowing your customer’s favourite food
d)
Giving your organisation a decision tool to help inform strategies for successful engagement
e)
An output of SWOT analysis<br />
5.
An example of a cost-based objective is…
a)
Our interactive ads reach an audience of 50,000 online each month
b)
20% of all sales leads are generated via the website
c)
The allowable cost of acquisition for a credit card must be less than €50
d)
For each 100 new visitors, 6 will register for an email newsletter
e)
None of the above
6.
Which of the following is not a type of digital marketing activity?
a)
Email marketing
b)
Social web marketing
c)
Printed advertisements
d)
Viral marketing
e)
Video marketing
7.
Conversion means…
a)
Meeting a prospective client
b)
Interacting with a prospective client
c)
Converting a seller into a buyer
d)
Converting an employer into an employee
e)
Converting a prospective client into a buyer
8.
A call means…
a)
Visiting prospective customers
b)
Shouting out to someone on social media
c)
A profession or business
d)
Visiting friends
e)
After-sales service
9.
If a company is planning to develop its business online, it is important to understand popular customer channels and the proportion of the target market that…
a)
Buys the organisation's products in downtown stores
b)
Buys the organisation's products through a catalogue
c)
Use the online channels for pre-purchase research
d)
Responds to interactive advertising messages
e)
All the above
10.
What is the ultimate goal of a social media marketing plan?
a)
To satisfy investors in the organisation
b)
To justify spending in marketing
c)
To find investors for an organisation
d)
To drive potential customers to the organisation and give them an action item to perform
e)
All the above
11.
What is affiliate marketing?
a)
The same as guerrilla marketing
b)
Selling ad space on your site
c)
A system of rewards that pays a ‘finder’s fee’ for every referral
d)
Pay per click marketing
e)
Video marketing
12.
Digital channels of engagement with your buyer persona…
a)
Create content that answers your buyer persona’s biggest questions
b)
Uses content formats that your buyer persona prefers to read
c)
Uses social channels that your buyer persona loves to use
d)
All the above
e)
None of the above
13.
The purpose-oriented goal for communicating with buyer persona is a…
a)
Messaging objective
b)
Social media strategy
c)
Situational trigger
d)
Secondary target audience
e)
Brand awareness
14.
What is a "call to action"?
a)
Giving an advertisement's receiver a specific direction such as 'visit our website'
b)
Using telemarketing to reach out to potential customers
c)
Defaming the competition
d)
Starting a new social media marketing campaign
e)
Online advertising
15.
Why is affiliate marketing a favoured social media marketing tactics?
a)
It is inexpensive
b)
Nothing is paid unless there is a sale resulting from the affiliate’s efforts
c)
It guarantees increased sales
d)
It is complex so not many people utilize it
e)
A, B and C
16.
Why is a SWOT analysis invaluable for digital and social media marketing strategy development?
a)
To develop tactics for specific social media platforms
b)
To find areas of competitive advantage
c)
To identify the target audience
d)
To identify the most effective social media platforms
e)
To search for buyer personas
17.
Which is an important first step in the tradigital and social media planning cycle?
a)
Listening
b)
Identifying what social platforms to monitor
c)
Hiring a public relations agency to handle social media
d)
Identifying who will be in charge for social media
e)
Setting objectives
18.
Listening to the social web can provide
a)
Competitor intelligence
b)
Strategies
c)
Return on investment
d)
Measurement
e)
Useful analytics
19.
Which of the 8 C's helps build relationships?
a)
Connect
b)
Collaborate
c)
Converse
d)
Contribute
e)
Comprehend
20.
In order to be successful using social media, an organisation needs to…
a)
Interact with the community
b)
Have profiles on all the social networks
c)
Create a lot of content
d)
Hire a public relations agency to handle social media
e)
All the above
21.
It is important to adapt messages when communicating with international audiences on social media
a)
Since not all international markets may be part of the target audience.
b)
To avoid potential ethical conflicts
c)
To ensure the marketing message is received.
d)
Because of the potential cultural differences
e)
All the above
22.
How can an organisation use the same material for both traditional and social network marketing?
a)
Posting a comment on Twitter to the organisation's web site
b)
Selling ad space on the organisation's website
c)
By utilising a TV ad campaign online as well on their website and sites such as YouTube
d)
By creating a print ad with the company website
e)
All the above
23.
Lead generation means…
a)
Tips for selling tactics
b)
Tips for better production
c)
Leaders’ training
d)
Likely sources for prospective clients
e)
A and B
24.
A digital and social media marketing plan is...
a)
A performance appraisal of the marketing staff
b)
A company prospectus
c)
A Documented marketing strategy
d)
The business objectives
e)
A call centre
25.
The process that turns marketing strategies and plans into marketing actions is called…
a)
Marketing strategy
b)
Marketing Control
c)
Marketing analysis
d)
Marketing implementation
e)
None of the above
26.
The level of commitment that consumers feel towards a given brand is called…
a)
Brand equity
b)
Brand name
c)
Brand loyalty
d)
All of the above
e)
None of the above
27.
“Conversion” in sales terms means…
a)
Converting a buyer into a seller
b)
Converting a seller into a buyer
c)
Converting a prospect into customer
d)
All of the above
e)
None of the above
28.
Leads can be provided by…
a)
Websites
b)
Friends and relatives
c)
Directories
d)
All of the above
e)
None of the above
29.
The sequence of a sales process is…
a)
Lead generation, call, presentation and sale
b)
Sales, presentation, lead generation, call
c)
Lead generation, call, sale and presentation
d)
There is no particular sequence
e)
None of the above
30.
Viral marketing is the electronic version of…
a)
Sales promotion
b)
Word of mouth
c)
Public relations
d)
Direct marketing
e)
All the above
31.
In online marketing affiliates act as…
a)
A virtual sales team
b)
A means of bringing customers together
c)
A form of online public relations
d)
All of the above
e)
None of the above
32.
A digital and social media ________ is a document that describes the marketing environment, outlines the marketing objectives and strategies, and identifies how the company will implement and control those strategies.
a)
Marketing plan
b)
Communications plan
c)
Business plan
d)
Operational plan
e)
Financial plan
33.
Which of the following is not an effective objective?
a)
Aspirational
b)
Specific
c)
Attainable
d)
Time-bound
e)
Measurable
34.
Which step in developing a digital and social media marketing plan includes an analysis of the marketing environment?
a)
Situation analysis
b)
Development of marketing objectives
c)
Selection of a target market
d)
Development of marketing strategies
e)
Implementation of the marketing plan
35.
The second step of the digital and social media marketing planning process is to…
a)
Perform a situation analysis
b)
Set marketing objectives
c)
Define a marketing mission
d)
Identify a target market
e)
Develop a marketing mix
36.
The formal process of monitoring progress toward meeting digital and social media marketing objectives is...
a)
Corporate culture
b)
Control
c)
Implementation
d)
Situation analysis
e)
SWOT analysis
37.
The assignment of responsibilities, time lines, budgets, and measurement and control processes are documented in…
a)
Price strategy
b)
Promotion strategy
c)
Action plan
d)
Strategic plan
e)
Marketing mix
38.
Targets are quantitative measurement that are defined as…
a)
The volume of content
b)
Feedback about a brand
c)
Tracking
d)
Sentiment analysis
e)
All the above
39.
A key performance indicator indicates the progress of a ________ towards achieving its goals.
a)
Social media measurement
b)
Social media tactic
c)
Social media strategy
d)
Social media platform
e)
Brand's awareness
40.
A business needs to establish the relationship between social media metrics and ________ in order to properly evaluate the impact and value of social media marketing programs
a)
Its goals
b)
Its "Net Promoter" score
c)
Its impact
d)
Its share of voice
e)
Its social media presence
41.
Which of the following steps does not related to the marketing control process?
a)
Setting goals
b)
Measuring performance
c)
Taking corrective action
d)
Defining the company's mission
e)
Evaluating the causes of gaps between expected and actual performance.
42.
How does an organisation organise its marketing strategies to best reach those most likely to be interested in its products and services?
a)
Setting objectives
b)
Selecting goals
c)
Identifying the target audience
d)
Listening
e)
Engaging the buyer persona
43.
Which of the following is the most important consideration for the buyer persona?
a)
Constraints
b)
Needs and wants
c)
Messaging objectives
d)
Demographics
e)
None of the above
44.
What is one question that an organisation can ask to help identify where its buyer persona participates online?
a)
What are they doing right now?
b)
What discussion forums do they participate in?
c)
Do they have a smartphone?
d)
All of the above
e)
None of the above
45.
What is one example of a brand building goal?
a)
Increasing customer satisfaction
b)
Improving perception
c)
Handling crisis reputation management
d)
Generating ideas
e)
Making word-of-mouth recommendations
46.
The eight-step model used to develop a digital and social media marketing plan is called…
a)
The digital and social media marketing planning cycle
b)
The core components of a digital and social media marketing plan
c)
Product life cycle
d)
All the above
e)
None of the above
47.
The marketing logic by which a company hopes to create customer value and achieve profitable customer relationships is referred to as the...
a)
Price
b)
Marketing implementation
c)
Value chain
d)
Marketing strategy
e)
Downsizing
48.
Which of the following is an example of a passive approach to engagement?
a)
Asking a question on a social network
b)
Searching for mentions of an organisation or and its competition
c)
Uploading an image to a social network
d)
Writing a blog post
e)
All the above
49.
Updating is the process of ________ the elements of a social media plan to maximize its chances of success.
a)
Developing
b)
Adjusting
c)
Measuring
d)
Implementing
e)
Controlling
50.
Marketing control involves four steps except for which one of the following?
a)
Setting specific marketing goals
b)
Measuring the marketing plan's performance in the marketplace
c)
Evaluating the causes of any differences between expected and actual performance
d)
Increasing staffing in the planning department
e)
Taking corrective action to close the gaps between goals and performance
Reset
