Question 1

These days, traditional media is no longer a useful for prompting consumer engagement with a brand.

Accepted Answer

A) True 
 B)False  False

Question 2

One of the most important functions of ratings and reviews is that they ________.

Accepted Answer

A)  reveal the real truth about companies and brands 
B)  facilitate commerce, both online and offline 
C)  provide a policing function for poor products and services 
D)  give consumers unbiased advice on purchasing decisions 
A)  reveal the real truth about companies and brands 
B)  facilitate commerce, both online and offline 
C)  provide a policing function for poor products and services 
D)  give consumers unbiased advice on purchasing decisions B

Question 3

In a survey conducted by Weber Shandwick, researchers discovered that ____ percent of a company's market value is attributable to reputation.

Accepted Answer

A)  15 
B)  32 
C)  63 
D)  90 
A)  15 
B)  32 
C)  63 
D)  90 C

Question 4

The team "earned media" came about after the advent of the internet, and refers to social media influencers.

Accepted Answer

A) True 
 B)False

Question 5

Consumers at the highest level of engagement online ________.

Accepted Answer

A)  collaborate with the company 
B)  are creators of multimedia content 
C)  collect information and tag what they find valuable 
D)  connect with others by creating a social profile 
A)  collaborate with the company 
B)  are creators of multimedia content 
C)  collect information and tag what they find valuable 
D)  connect with others by creating a social profile

Question 6

List and describe two major audiences that a company should engage via earned media. How can these audiences be identified?

Accepted Answer

-Social media influencers. Companies ide

Question 7

Which of the following steps is an example of an earned media performance metric?

Accepted Answer

A)  Number of likes and shares 
B)  Actions taken by users 
C)  Conversations on blogs and elsewhere 
D)  All of the above 
A)  Number of likes and shares 
B)  Actions taken by users 
C)  Conversations on blogs and elsewhere 
D)  All of the above

Question 8

Earned media can be likened to physical word-of-mouth on steroids.

Accepted Answer

A) True 
 B)False

Question 9

Viral marketing is synonymous with all of the following terms except ________.

Accepted Answer

A)  uncontrollable popularity 
B)  word of mouth online 
C)  word of mouse 
D)  both b and c 
A)  uncontrollable popularity 
B)  word of mouth online 
C)  word of mouse 
D)  both b and c

Question 10

In order to become more engaged with a brand, social media participants want to be ________.

Accepted Answer

A)  informed 
B)  entertained 
C)  appreciated 
D)  All of the above 
A)  informed 
B)  entertained 
C)  appreciated 
D)  All of the above

Question 11

Most social media, and many websites and mobile apps provide space and tools for earned media content.

Accepted Answer

A) True 
 B)False

Question 12

Engagement occurs when internet users do all of the following except ________.

Accepted Answer

A)  consume media content 
B)  connect with companies 
C)  contradict negative opinions 
D)  collaborate with brands 
A)  consume media content 
B)  connect with companies 
C)  contradict negative opinions 
D)  collaborate with brands

Question 13

What are some techniques for engaging social media users?

Accepted Answer

-Viral marketing
-Viral blogging
-Multim

Question 14

Some companies import and embed existing media, such as their own photos or YouTube video, into their blogs using a tool known as a _____.

Accepted Answer

A)  bot 
B)  hyperlink 
C)  widget 
D)  none of the above 
A)  bot 
B)  hyperlink 
C)  widget 
D)  none of the above

Question 15

Of the following statements regarding e-mail, which one is most accurate?

Accepted Answer

A)  The "unsubscribe" process is frustrating for consumers. 
B)  It is limited by its one-way nature. 
C)  It is like a social megaphone. 
D)  It is not dead. 
A)  The "unsubscribe" process is frustrating for consumers. 
B)  It is limited by its one-way nature. 
C)  It is like a social megaphone. 
D)  It is not dead.

Question 16

How can companies identify social media influencers?

Accepted Answer

A)  Observe and participate in conversations in key social media locations 
B)  Use an independent service to measure relevant variables 
C)  It is not possible to accurately identify social media influencers 
D)  Both a and b 
A)  Observe and participate in conversations in key social media locations 
B)  Use an independent service to measure relevant variables 
C)  It is not possible to accurately identify social media influencers 
D)  Both a and b

Question 17

_____ involves attaching keywords to videos, photos, or text to help users find desired content.

Accepted Answer

A)  parking 
B)  tweeting 
C)  bookmarking 
D)  tagging 
A)  parking 
B)  tweeting 
C)  bookmarking 
D)  tagging

Question 18

Marketers use social networks by ____.

Accepted Answer

A)  creating profiles and pages 
B)  advertising on user pages 
C)  providing applications to network users 
D)  all of the above 
A)  creating profiles and pages 
B)  advertising on user pages 
C)  providing applications to network users 
D)  all of the above

Question 19

A social dashboard allows a user to click through to other users who have bookmarked the same article to see what else they are reading on the same topic.

Accepted Answer

A) True 
 B)False

Question 20

If you visit an automobile company's website and click around to change the color of the car or give it leather seats, you are engaging in ________:

Accepted Answer

A)  collaborative content creation 
B)  crowdfunding at its best 
C)  altruism toward the company 
D)  an implicit product endorsement 
A)  collaborative content creation 
B)  crowdfunding at its best 
C)  altruism toward the company 
D)  an implicit product endorsement

These days, traditional media is no longer a useful for prompting consumer engagement with a brand.

One of the most important functions of ratings and reviews is that they ________.

In a survey conducted by Weber Shandwick, researchers discovered that ____ percent of a company's market value is attributable to reputation.

The team "earned media" came about after the advent of the internet, and refers to social media influencers.

Consumers at the highest level of engagement online ________.

List and describe two major audiences that a company should engage via earned media. How can these audiences be identified?

Which of the following steps is an example of an earned media performance metric?

Earned media can be likened to physical word-of-mouth on steroids.

Viral marketing is synonymous with all of the following terms except ________.

In order to become more engaged with a brand, social media participants want to be ________.

Most social media, and many websites and mobile apps provide space and tools for earned media content.

Engagement occurs when internet users do all of the following except ________.

What are some techniques for engaging social media users?

Some companies import and embed existing media, such as their own photos or YouTube video, into their blogs using a tool known as a _____.

Of the following statements regarding e-mail, which one is most accurate?

How can companies identify social media influencers?

_____ involves attaching keywords to videos, photos, or text to help users find desired content.

Marketers use social networks by ____.

A social dashboard allows a user to click through to other users who have bookmarked the same article to see what else they are reading on the same topic.

If you visit an automobile company's website and click around to change the color of the car or give it leather seats, you are engaging in ________:

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

E-Marketing Research

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Owned Media

E-Marketing Communication: Paid Media

Customer Relationship Management

Filters

Exam 14: E-Marketing Communication: Earned Media

These days, traditional media is no longer a useful for prompting consumer engagement with a brand.

One of the most important functions of ratings and reviews is that they ________.

In a survey conducted by Weber Shandwick, researchers discovered that ____ percent of a company's market value is attributable to reputation.

The team "earned media" came about after the advent of the internet, and refers to social media influencers.

Consumers at the highest level of engagement online ________.

List and describe two major audiences that a company should engage via earned media. How can these audiences be identified?

Which of the following steps is an example of an earned media performance metric?

Earned media can be likened to physical word-of-mouth on steroids.

Viral marketing is synonymous with all of the following terms except ________.

In order to become more engaged with a brand, social media participants want to be ________.

Most social media, and many websites and mobile apps provide space and tools for earned media content.

Engagement occurs when internet users do all of the following except ________.

What are some techniques for engaging social media users?

Some companies import and embed existing media, such as their own photos or YouTube video, into their blogs using a tool known as a _____.

Of the following statements regarding e-mail, which one is most accurate?

How can companies identify social media influencers?

_____ involves attaching keywords to videos, photos, or text to help users find desired content.

Marketers use social networks by ____.

A social dashboard allows a user to click through to other users who have bookmarked the same article to see what else they are reading on the same topic.

If you visit an automobile company's website and click around to change the color of the car or give it leather seats, you are engaging in ________:

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

E-Marketing Research

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Owned Media

E-Marketing Communication: Paid Media

Customer Relationship Management

Filters