Question 1

Which of the following is NOT true about social media?

Accepted Answer

A)  Social media are meant to be a social experience,not a marketing experience. 
B)  The term social media means different things to different people. 
C)  Social media have not affected the way marketers communicate with their brands. 
D)  Currently,online technology,particularly social media,is being used to promote brands. 
A)  Social media are meant to be a social experience,not a marketing experience. 
B)  The term social media means different things to different people. 
C)  Social media have not affected the way marketers communicate with their brands. 
D)  Currently,online technology,particularly social media,is being used to promote brands. C

Question 2

Review sites lack the scope for two-way interaction between marketers and consumers.

Accepted Answer

A) True 
 B)False  False

Question 3

Marketers have found that social news sites are useful for creating conversations around relevant issues.

Accepted Answer

A) True 
 B)False  True

Question 4

Blogs with strict post length limits are called ___________.

Accepted Answer

A)  microblogs 
B)  forums 
C)  podcasts 
D)  micromedia 
A)  microblogs 
B)  forums 
C)  podcasts 
D)  micromedia

Question 5

Social news sites combine the fun of social networking with the utility of location-based global positioning system technology.

Accepted Answer

A) True 
 B)False

Question 6

The process of identifying and assessing what is being said about a company,individual,product,or brand is called ___________.

Accepted Answer

A)  crowdsourcing 
B)  social media monitoring 
C)  sales promotion 
D)  advertising campaign 
A)  crowdsourcing 
B)  social media monitoring 
C)  sales promotion 
D)  advertising campaign

Question 7

Which of the following is a social media metric that indicates the number of likes,fans,followers,and friends; growth rates; rate of virality or pass along; and change in pass along over time?

Accepted Answer

A)  Buzz 
B)  Influence 
C)  Interest 
D)  Participation 
A)  Buzz 
B)  Influence 
C)  Interest 
D)  Participation

Question 8

Joiners are those social media users who read blogs,listen to podcasts,watch videos,and generally consume media.

Accepted Answer

A) True 
 B)False

Question 9

Explain the role of social media in marketing and discuss the implications of social media for marketers.

Accepted Answer

Answers will vary.The most exciting thin

Question 10

Which of the following is NOT true about an effective listening system?

Accepted Answer

A)  Listening is the first action to take when initiating a social media campaign. 
B)  Although customers are on social media,they rarely think that a given brand is also there. 
C)  Marketers must primarily hear what is being said about the brand and act upon what they hear. 
D)  The ways customers rate,rank,critique,and praise a brand are important for marketers. 
A)  Listening is the first action to take when initiating a social media campaign. 
B)  Although customers are on social media,they rarely think that a given brand is also there. 
C)  Marketers must primarily hear what is being said about the brand and act upon what they hear. 
D)  The ways customers rate,rank,critique,and praise a brand are important for marketers.

Question 11

Barbara follows several blogs and is a frequent user of YouTube.She does not have her own website,and she almost never posts any comments on the sites she visits.She just enjoys reading and watching the content on popular sites.In this case,Barbara would be best characterized as a _____.

Accepted Answer

A)  creator 
B)  spectator 
C)  collector 
D)  joiner 
A)  creator 
B)  spectator 
C)  collector 
D)  joiner

Question 12

Which of the following processes is used in social media monitoring?

Accepted Answer

A)  Personal selling 
B)  Crowdsourcing 
C)  Sentiment analysis 
D)  Brandjacking 
A)  Personal selling 
B)  Crowdsourcing 
C)  Sentiment analysis 
D)  Brandjacking

Question 13

Explain why mobile marketing has recently become so popular.

Accepted Answer

Answers will vary.There are several reas

Question 14

Which of the following refers to the websites that allow individuals to connect-or network-with friends,peers,and business associates?

Accepted Answer

A)  Social networking sites 
B)  Media sharing sites 
C)  Social news sites 
D)  Review sites 
A)  Social networking sites 
B)  Media sharing sites 
C)  Social news sites 
D)  Review sites

Question 15

With regard to social media,which statement is true of different categories of interactive media?

Accepted Answer

A)  In an interactive space,media are earned through word of mouth or online buzz. 
B)  Owned media include viral videos,retweets,comments on blogs,and other forms of customer feedback. 
C)  Consumers passing along brand information in the form of retweets and recommendations is an example of paid media. 
D)  Earned media generated in an interactive space include display advertising and paid search words. 
A)  In an interactive space,media are earned through word of mouth or online buzz. 
B)  Owned media include viral videos,retweets,comments on blogs,and other forms of customer feedback. 
C)  Consumers passing along brand information in the form of retweets and recommendations is an example of paid media. 
D)  Earned media generated in an interactive space include display advertising and paid search words.

Question 16

As long as the ads are not overly intrusive,most users opt to play free versions of games with ads over paid versions that do not have ads.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following refers to a publicly accessible web page that functions as an interactive journal,whereby readers can post comments on the author's entries?

Accepted Answer

A)  Blog 
B)  Podcast 
C)  Promotional video 
D)  Forum 
A)  Blog 
B)  Podcast 
C)  Promotional video 
D)  Forum

Question 18

The first action a marketing team should take when initiating a social media campaign is to:

Accepted Answer

A)  establish a listening platform. 
B)  identify the medium for the campaign. 
C)  identify potential consumers. 
D)  develop a list of objectives. 
A)  establish a listening platform. 
B)  identify the medium for the campaign. 
C)  identify potential consumers. 
D)  develop a list of objectives.

Question 19

Which media metric is indicated by the number of comments,ratings,social bookmarks,subscriptions,page views,uploads,downloads,embeds,retweets,Facebook posts,pins,and time spent with social media platforms?

Accepted Answer

A)  Buzz 
B)  Interest 
C)  Participation and engagement 
D)  Influence 
A)  Buzz 
B)  Interest 
C)  Participation and engagement 
D)  Influence

Question 20

According to Charlene Li and Josh Bernoff of Forrester Research,inactives are people who read blogs,listen to podcasts,watch videos,and generally consume media.

Accepted Answer

A) True 
 B)False

Which of the following is NOT true about social media?

Review sites lack the scope for two-way interaction between marketers and consumers.

Marketers have found that social news sites are useful for creating conversations around relevant issues.

Blogs with strict post length limits are called ___________.

Social news sites combine the fun of social networking with the utility of location-based global positioning system technology.

The process of identifying and assessing what is being said about a company,individual,product,or brand is called ___________.

Which of the following is a social media metric that indicates the number of likes,fans,followers,and friends; growth rates; rate of virality or pass along; and change in pass along over time?

Joiners are those social media users who read blogs,listen to podcasts,watch videos,and generally consume media.

Explain the role of social media in marketing and discuss the implications of social media for marketers.

Which of the following is NOT true about an effective listening system?

Barbara follows several blogs and is a frequent user of YouTube.She does not have her own website,and she almost never posts any comments on the sites she visits.She just enjoys reading and watching the content on popular sites.In this case,Barbara would be best characterized as a _____.

Which of the following processes is used in social media monitoring?

Explain why mobile marketing has recently become so popular.

Which of the following refers to the websites that allow individuals to connect-or network-with friends,peers,and business associates?

With regard to social media,which statement is true of different categories of interactive media?

As long as the ads are not overly intrusive,most users opt to play free versions of games with ads over paid versions that do not have ads.

Which of the following refers to a publicly accessible web page that functions as an interactive journal,whereby readers can post comments on the author's entries?

The first action a marketing team should take when initiating a social media campaign is to:

Which media metric is indicated by the number of comments,ratings,social bookmarks,subscriptions,page views,uploads,downloads,embeds,retweets,Facebook posts,pins,and time spent with social media platforms?

According to Charlene Li and Josh Bernoff of Forrester Research,inactives are people who read blogs,listen to podcasts,watch videos,and generally consume media.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Pricing Concepts

Filters

Exam 18: Social Media and Marketing

Which of the following is NOT true about social media?

Review sites lack the scope for two-way interaction between marketers and consumers.

Marketers have found that social news sites are useful for creating conversations around relevant issues.

Blogs with strict post length limits are called ___________.

Social news sites combine the fun of social networking with the utility of location-based global positioning system technology.

The process of identifying and assessing what is being said about a company,individual,product,or brand is called ___________.

Which of the following is a social media metric that indicates the number of likes,fans,followers,and friends; growth rates; rate of virality or pass along; and change in pass along over time?

Joiners are those social media users who read blogs,listen to podcasts,watch videos,and generally consume media.

Explain the role of social media in marketing and discuss the implications of social media for marketers.

Which of the following is NOT true about an effective listening system?

Barbara follows several blogs and is a frequent user of YouTube.She does not have her own website,and she almost never posts any comments on the sites she visits.She just enjoys reading and watching the content on popular sites.In this case,Barbara would be best characterized as a _____.

Which of the following processes is used in social media monitoring?

Explain why mobile marketing has recently become so popular.

Which of the following refers to the websites that allow individuals to connect-or network-with friends,peers,and business associates?

With regard to social media,which statement is true of different categories of interactive media?

As long as the ads are not overly intrusive,most users opt to play free versions of games with ads over paid versions that do not have ads.

Which of the following refers to a publicly accessible web page that functions as an interactive journal,whereby readers can post comments on the author's entries?

The first action a marketing team should take when initiating a social media campaign is to:

Which media metric is indicated by the number of comments,ratings,social bookmarks,subscriptions,page views,uploads,downloads,embeds,retweets,Facebook posts,pins,and time spent with social media platforms?

According to Charlene Li and Josh Bernoff of Forrester Research,inactives are people who read blogs,listen to podcasts,watch videos,and generally consume media.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Pricing Concepts

Filters