RTV 453 Ch 2 – Flashcards
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Define 'Strategic planning,'
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the process of identifying 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
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What are the three tiers of strategic planning?
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corporate level, business level, functional areas of the organization
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What explains the value in strategic planning?
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marketing plan
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What is the Marcom plan? an Integrated marketing communications plan?
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advertising plans that provide in-depth detail on the execution of the promotional portion of a brand's marketing plan
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Trial, transition, and strategic are what related to social media marketing?
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phases of social media marketing
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What is a stunt and what would be an example of one?
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one-off ploys designed to get attention and press coverage; Skittles let its social media presence take over its website
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What does a situation analysis provide?
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details the current problem or an opportunity to organize faces, includes a social media audit
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What is a SWOT analysis and what does it provide?
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highlights relevant aspects of the firm's internal and external environment that could affect the organization's choices, capabilities, and resources; strengths, weaknesses, opportunities, and threats
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It's performed during which section of the strategic plan?
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first section; situation analysis
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What part refers to the external environment of the organization? ...to the internal environment of the organization?
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opportunities and threats; strengths and weaknesses
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The social media mix is composed of what elements?
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social communities, social commerce, social publishing, and social entertainment
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What is a Creative Brief?
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a document that helps creatives channel their energy toward a sound solution for the brand in question
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What does a positioning statement do?
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encapsulates the position the brand wishes to hold in the minds of its target audience
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What does a propagation brief provide?
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plan not for the people you reach but the people they will reach
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------ are people who will propagate a brand's message and invite others to the experience it.
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influencers
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What is a creative asset?
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effectively tells your brand's story; makes the brand memorable (Geico gecko)
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What does a social persona provide a brand?
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behavior, voice, and interaction with customers on social media
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What is a creative message strategy?
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the creative approach we will use throughout the campaign
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What is the final stage of the strategic planning process?
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execute and measure outcomes
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What is the percentage of ad spend method? ... the competitive parity method? ...objective and task method?
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assigns a set portion of the overall advertising budget for the organization to social media activities, uses competitor's spending as a benchmark, considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective
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What does a social profile provide?
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social activities and styles, the channels they utilize and the communities in which they are active, and their behavior in social communities
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What is a center of excellence model?
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different kinds of expertise from across the organization to participate
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What are the five basic models for social media structure?
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centralized, organic, hub and spoke, dandelion, and holistic
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What kind of service does Hootsuite provide small and large businesses?
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a day-to-day system for managing content, content delivery, and response to user-generated content
