Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
Test bank
Chapter 4: Social media marketing strategy
Multiple choice questions
1. The process of identifying which objectives to accomplish, deciding how to accomplish
those objectives with specific strategies and tactics, implementing the actions that make the
plan come to life and measuring how well the plan met the objectives is best known as which
of the following?
a. Concepting
b. Strategic planning
c. Ideation
d. Briefing
e. Positioning
2. Which of the following encompasses the three tiers of strategic planning, from beginning
to end?
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
3. Which of the following explains the value in strategic planning?
a. An organisation comes to understand its markets and its competitors.
b. An organisation becomes aware of the changing marketplace environment.
c. Organisational partners are better able to communicate and coordinate activities.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Helps managers better allocate time and resources.
e. All of the above.
4. Which of the following provides in-depth detail on the execution of the traditional
promotional portion of a brand’s marketing plan?
a. Strategic plan
b. Marcom plan
c. Marketing plan
d. Integrated marketing communications plan
e. Both Marcom plan and integrated marketing communications plan
5. What are the three phases of social media marketing maturity?
a. Trial, tribulation and strategic
b. Trial, transition and strategic
c. Activation, transition and strategic
d. Activation, tribulation and strategic
e. None of these
6. The one-off ploy by Skittles to let its social media presence take over its website is an
example of which of the following?
a. Stunt
b. Activation tool
c. Social media marketing ploy
d. Trial phase
e. Activation
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
7. The trial phase of the social media marketing maturity life cycle is exemplified by which
of the following?
a. Experimenting with cool new social media ways to communicate.
b. Planning social media marketing activities with clear objectives and metrics.
c. Integrating social media as a key component of the organisation’s overall marketing plan.
d. Thinking about social media activities in a more systematic way.
e. None of these.
8. The current problem or opportunity an organisation faces are outlined in which of the
following?
a. A positioning statement
b. The social media mix
c. The social media profile
d. The situation analysis
e. The message strategy
9. Which of the following highlights relevant aspects of the firm’s internal and external
environment that could affect the organisation’s choices, capabilities and resources?
a. SWOT analysis
b. External environment analysis
c. Internal environment analysis
d. Situation analysis
e. Both external environment analysis and internal environment analysis
10. A SWOT analysis is often performed during which section of the strategic plan?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Identifying objectives and setting a budget.
b. Social media mix
c. Social media profile
d. Situation analysis
e. Selecting social media zones and vehicles
11. Which part of the SWOT analysis refers to the external environment of the organisation?
a. Strengths and threats
b. Opportunities and threats
c. Strengths and weaknesses
d. Weaknesses and opportunities
e. Strengths and opportunities
12. Which part of the SWOT analysis refers to the internal environment of the organisation?
a. Strengths and threats
b. Opportunities and threats
c. Strengths and weaknesses
d. Weaknesses and opportunities
e. Strengths and opportunities
13. Which of the following completes the sentence, ‘The ______ is a key aspect of the
external environment’?
a. the organisation’s mission statement
b. the social media marketing strategic plan
c. the opportunities and threats
d. the social media value chain
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. brand’s competition
14. Which of the following questions should be answered by ‘A competitive social media
analysis’?
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 these.
15. Which of the following completes the sentence, ‘Increasing ______ is accomplished by
simply purchasing more media time for advertisements’?
a. the competitive parity method
b. the objective and task method
c. the percentage of ad spend
d. the share of voice
e. the share of wallet
16. The social media mix is composed of which of the following?
a. Advertising, consumer promotion, personal selling and public relations.
b. Direct marketing, word-of-mouth promotion, telemarketing and infomercials.
c. Social communities, social publishing, social entertainment and social commerce.
d. Product, price, promotion and place.
e. The traditional marketing mix plus the target market.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
17. 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?
a. Marketing mix
b. Social media mix
c. SWOT analysis
d. Stunt
e. Creative brief
18. Which strategy refers to the creative approach used throughout a campaign, which should
flow from the brand’s positioning statement?
a. Creative strategy
b. Social media strategy
c. Message strategy
d. Creative brief
e. Experience brief
19. Which of the following uses a single phrase to encapsulate the position the brand wishes
to hold in the minds of its target audience?
a. Strategic plan
b. Creative message strategy
c. Marketing plan
d. Integrated marketing communications plan
e. Positioning statement
20. Which positioning statement is best in line with Google?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
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 these
21. 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?
a. Proposition brief
b. Experience brief
c. Propagation plan
d. Creative brief
e. Propagation brief
22. Which of the following questions does NOT create answers that would form the basis for
a propagation brief?
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?
23. Which of the following people will propagate a brand’s message and invite others to the
experience?
a. Followers
b. Influencers
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Lurkers
d. Bloggers
e. Web crawlers
24. Which of the following is used to drive a brand’s paid and owned media, extend a
brand’s story and foster social experiences?
a. Activation tools
b. Stunts
c. Creative assets
d. Social personas
e. Hashtags
25. 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) ______’?
a. activation tool
b. hashtag
c. creative asset
d. social persona
e. stunt
26. Which of the following completes the sentence, ‘Discovery is the term used to describe
the ______ stage of the plan’.
a. research
b. ideation
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. briefing
d. prototypes
e. concepting
27. Which of the following terms may involve humanizing the brand, showing a vulnerability
to the customer and working as a steward to customer service, or providing a value to the
customer?
a. Social persona
b. Ideation
c. Share of voice
d. Prototypes
e. Concepting
28. Which of the following is considered the final stage of the strategic planning process?
a. Select the social media channels and vehicles
b. State the objectives
c. Create an experience strategy
d. Execute and measure campaign outcomes
e. Gather insight into the target audience
29. At which stage of the social media marketing strategic planning process does the planner
elaborate on what is expected of the social media campaign and what financial and human
resources are available?
a. Conducting a situation analysis
b. Identifying the objectives
c. Creating the experience strategy
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Establishing an activation plan
e. Selecting the social media channels/vehicles
30. Which of the following statements is true?
a. Most organisations, to date, allocate a significant portion of their marketing budgets to
social media.
b. Most companies plan to decrease monetary allocations to social media marketing
activities.
c. Companies must create a budget when planning for a social media campaign.
d. Corporate resources do not need to be considered when setting marketing objectives.
e. Companies that are ambitious can and should set unrealistic marketing objectives.
31. Which method is used to assign a set portion of the overall advertising budget for the
organisation to social media activities?
a. Competitive parity
b. Creative message
c. Percentage of ad spend
d. Budget portioning
e. Objective and task
32. Starbucks decides to allocate 30% of their total online marketing funding to social media.
This decision represents a variation of which of the following?
a. Competitive parity method
b. Creative message strategy
c. Percentage of ad spend method
d. Centre of excellence model
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. Objective and task method
33. 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?
a. Competitive parity method
b. Creative message strategy
c. Percentage of ad spend method
d. Centre of excellence model
e. Objective and task method
34. Which method builds the budget from a logical base with what is to be accomplished as
the starting point?
a. Competitive parity method
b. Creative message strategy
c. Percentage of ad spend method
d. Centre of excellence model
e. Objective-and-task method
35. 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?
a. Competitive parity method
b. Creative message strategy
c. Percentage of ad spend method
d. Centre of excellence model
e. Objective-and-task method.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
36. 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 utilise and the communities in which they are active and their
behaviour in social communities’?
a. demographics
b. social profile
c. social media lifestyle
d. geodemographics
e. psychographics
37. Which of the following could be part of a social media mix selection in a social media
marketing plan?
a. Ads on Facebook
b. A corporate blog
c. A YouTube channel
d. Snapchat stories
e. All of these
38. 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?
a. Social personality
b. Social brand
c. Social persona
d. Social tactics