Question 1

LinkedIn is designed to be more multimedia-rich rather than information-rich.

Accepted Answer

A) True 
 B)False  False

Question 2

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

Accepted Answer

A) ​to establish a listening platform. 
B) to identify the medium for the campaign. 
C) to identify potential consumers. 
D) ​to decide which tools and platforms to use as part of its social media strategy. 
A) ​to establish a listening platform. 
B) to identify the medium for the campaign. 
C) to identify potential consumers. 
D) ​to decide which tools and platforms to use as part of its social media strategy. A

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

Explain the role of social media in marketing.

Accepted Answer

Answers will vary.The American Bar Assoc

Question 5

Discuss how social media has changed the behavior of consumers.

Accepted Answer

Answers will vary.Social media have chan

Question 6

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is included in the second stage of creating an effective social media plan?

Accepted Answer

A) ​Listening to customers 
B) Building relationships and awareness 
C) Defining strategies 
D) ​Identifying the target audience 
A) ​Listening to customers 
B) Building relationships and awareness 
C) Defining strategies 
D) ​Identifying the target audience

Question 8

Explain the reasons for the recent popularity of mobile marketing.

Accepted Answer

Answers will vary.There are several reas

Question 9

Which of the following actions is performed during the final stage of an effective social media plan?

Accepted Answer

A) ​Setting objectives that can be specifically accomplished through social media 
B) Examining trends and best practices in the industry 
C) Listening to customers and understanding their expectations 
D) ​Making changes to the implemented campaign based on consumer response 
A) ​Setting objectives that can be specifically accomplished through social media 
B) Examining trends and best practices in the industry 
C) Listening to customers and understanding their expectations 
D) ​Making changes to the implemented campaign based on consumer response

Question 10

A social media plan should be monitored after it has been implemented because social media campaigns can be fluid.

Accepted Answer

A) True 
 B)False

Question 11

Short message service (SMS)is different from multimedia messaging service (MMS)in that:

Accepted Answer

A) ​SMS allows 960-character text messages, while MMS allows 160-character text messages. 
B) SMS is designed specifically for viewing pictures and navigation on mobile devices, while MMS does not have such features. 
C) SMS does not allow the attachment of images, videos, and ringtones to text messages, while MMS does. 
D) ​SMS does not require Internet, while MMS requires Internet for functioning. 
A) ​SMS allows 960-character text messages, while MMS allows 160-character text messages. 
B) SMS is designed specifically for viewing pictures and navigation on mobile devices, while MMS does not have such features. 
C) SMS does not allow the attachment of images, videos, and ringtones to text messages, while MMS does. 
D) ​SMS does not require Internet, while MMS requires Internet for functioning.

Question 12

_____ are independent and not associated with the marketing efforts of any particular company or brand.

Accepted Answer

A) ​E-mail services 
B) Social networking sites 
C) E-commerce sites 
D) ​Noncorporate blogs 
A) ​E-mail services 
B) Social networking sites 
C) E-commerce sites 
D) ​Noncorporate blogs

Question 13

Mobile marketing is an effective tool for gaining insight into consumer behavior.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following statements is true of advertising in social media?

Accepted Answer

A) ​Social media are an unpaid form of marketing. 
B) The effectiveness of social media can be easily measured. 
C) Social media mostly focus on deepening relationships with customers. 
D) ​Marketers believe that social media are not a worthwhile investment. 
A) ​Social media are an unpaid form of marketing. 
B) The effectiveness of social media can be easily measured. 
C) Social media mostly focus on deepening relationships with customers. 
D) ​Marketers believe that social media are not a worthwhile investment.

Question 15

Marla,a 55-year-old woman,wants to stay in touch with her son,who is away at college.She also hopes to connect with some of her high school friends.In this case,which of the following is Marla most likely to use for this purpose?

Accepted Answer

A) ​SoundCloud 
B) YouTube 
C) Facebook 
D) ​Flickr 
A) ​SoundCloud 
B) YouTube 
C) Facebook 
D) ​Flickr

Question 16

The benefits of social media can be easily measured.

Accepted Answer

A) True 
 B)False

Question 17

In an interactive space,earned media include:

Accepted Answer

A) ​display advertising. 
B) viral videos. 
C) purchased advertisements. 
D) ​paid search words. 
A) ​display advertising. 
B) viral videos. 
C) purchased advertisements. 
D) ​paid search words.

Question 18

Social bookmarking sites differ from social news sites in that:

Accepted Answer

A) ​the objective of their users is to collect, save, and share interesting and valuable links. 
B) they allow users to edit the stories they find for accuracy. 
C) the ability of users to share, post, or discuss a topic is very limited. 
D) ​they treat location-based social networking as a game. 
A) ​the objective of their users is to collect, save, and share interesting and valuable links. 
B) they allow users to edit the stories they find for accuracy. 
C) the ability of users to share, post, or discuss a topic is very limited. 
D) ​they treat location-based social networking as a game.

Question 19

Which of the following statements is true of crowdsourcing?

Accepted Answer

A) ​It describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people. 
B) It describes how the level of buzz created for a product can be used as a measurable parameter for determining the product's effectiveness. 
C) It describes the methods in which a consumer should use a product or service. 
D) ​It describes the need for consumers to buy a product and their willingness to buy it. 
A) ​It describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people. 
B) It describes how the level of buzz created for a product can be used as a measurable parameter for determining the product's effectiveness. 
C) It describes the methods in which a consumer should use a product or service. 
D) ​It describes the need for consumers to buy a product and their willingness to buy it.

Question 20

Twitpic,Flickr,and Photobucket are all examples of:

Accepted Answer

A) ​media sharing sites. 
B) corporate blogs. 
C) virtual worlds. 
D) ​microblogs. 
A) ​media sharing sites. 
B) corporate blogs. 
C) virtual worlds. 
D) ​microblogs.

LinkedIn is designed to be more multimedia-rich rather than information-rich.

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

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

Explain the role of social media in marketing.

Discuss how social media has changed the behavior of consumers.

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

Which of the following is included in the second stage of creating an effective social media plan?

Explain the reasons for the recent popularity of mobile marketing.

Which of the following actions is performed during the final stage of an effective social media plan?

A social media plan should be monitored after it has been implemented because social media campaigns can be fluid.

Short message service (SMS)is different from multimedia messaging service (MMS)in that:

_____ are independent and not associated with the marketing efforts of any particular company or brand.

Mobile marketing is an effective tool for gaining insight into consumer behavior.

Which of the following statements is true of advertising in social media?

Marla,a 55-year-old woman,wants to stay in touch with her son,who is away at college.She also hopes to connect with some of her high school friends.In this case,which of the following is Marla most likely to use for this purpose?

The benefits of social media can be easily measured.

In an interactive space,earned media include:

Social bookmarking sites differ from social news sites in that:

Which of the following statements is true of crowdsourcing?

Twitpic,Flickr,and Photobucket are all examples of:

An Overview of Marketing

Strategic Planning for 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

LinkedIn is designed to be more multimedia-rich rather than information-rich.

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

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

Explain the role of social media in marketing.

Discuss how social media has changed the behavior of consumers.

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

Which of the following is included in the second stage of creating an effective social media plan?

Explain the reasons for the recent popularity of mobile marketing.

Which of the following actions is performed during the final stage of an effective social media plan?

A social media plan should be monitored after it has been implemented because social media campaigns can be fluid.

Short message service (SMS)is different from multimedia messaging service (MMS)in that:

_____ are independent and not associated with the marketing efforts of any particular company or brand.

Mobile marketing is an effective tool for gaining insight into consumer behavior.

Which of the following statements is true of advertising in social media?

Marla,a 55-year-old woman,wants to stay in touch with her son,who is away at college.She also hopes to connect with some of her high school friends.In this case,which of the following is Marla most likely to use for this purpose?

The benefits of social media can be easily measured.

In an interactive space,earned media include:

Social bookmarking sites differ from social news sites in that:

Which of the following statements is true of crowdsourcing?

Twitpic,Flickr,and Photobucket are all examples of:

An Overview of Marketing

Strategic Planning for 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