Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Distinguish between owned media and earned media with examples.

Accepted Answer

Answers will vary.The purpose of owned m

Question 3

A publicly accessible Web page that serves as an interactive journal is called a tweet.

Accepted Answer

A) True 
 B)False

Question 4

Much of the growth in social media sites can be attributed to:

Accepted Answer

A) ​good old-fashioned word of mouth promotion. 
B) new platforms like tablets and smartphones. 
C) media hype. 
D) ​reduced demand for crowdsourcing. 
A) ​good old-fashioned word of mouth promotion. 
B) new platforms like tablets and smartphones. 
C) media hype. 
D) ​reduced demand for crowdsourcing.

Question 5

Which of the following changes has been brought about in advertising because of the influence of social media?

Accepted Answer

A) ​The number of ways in which marketers can have direct and meaningful conversations with customers has reduced. 
B) The focus of social media has unavoidably shifted to manufacturers. 
C) The interaction between producer and consumer has become less about engaging and more about entertaining. 
D) ​The audience is often in control of the message, the medium, the response, or all three. 
A) ​The number of ways in which marketers can have direct and meaningful conversations with customers has reduced. 
B) The focus of social media has unavoidably shifted to manufacturers. 
C) The interaction between producer and consumer has become less about engaging and more about entertaining. 
D) ​The audience is often in control of the message, the medium, the response, or all three.

Question 6

According to Charlene Li and Josh Bernoff of Forrester Research,which of following categories of social media users posts comments,ratings,and reviews of products and services on blogs and forums?

Accepted Answer

A) ​Critics 
B) Spectators 
C) Joiners 
D) ​Inactives 
A) ​Critics 
B) Spectators 
C) Joiners 
D) ​Inactives

Question 7

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among public.Given this information,which of the following would be the best platform to be used by the production house?

Accepted Answer

A) ​StumbleUpon 
B) Photobucket 
C) YouTube 
D) ​Imgur 
A) ​StumbleUpon 
B) Photobucket 
C) YouTube 
D) ​Imgur

Question 8

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who maintain a social networking profile and visit other sites.

Accepted Answer

A) ​joiners 
B) inactives 
C) critics 
D) ​creators 
A) ​joiners 
B) inactives 
C) critics 
D) ​creators

Question 9

Marketers find social news sites useful for creating conversations around relevant issues.

Accepted Answer

A) True 
 B)False

Question 10

Explain how virtual worlds and online gaming help marketers to engage with customers.

Accepted Answer

Answers will vary.Virtual worlds and onl

Question 11

_____ is a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services.

Accepted Answer

A) ​Mass customization 
B) Eco commerce 
C) Social profile 
D) ​Social commerce 
A) ​Mass customization 
B) Eco commerce 
C) Social profile 
D) ​Social commerce

Question 12

Social media measurements are meaningless if:

Accepted Answer

A) ​they do not focus on return on investment. 
B) they consider investment per fan and follower. 
C) they consider the rate of accumulation. 
D) ​they are not tied to key performance indicators. 
A) ​they do not focus on return on investment. 
B) they consider investment per fan and follower. 
C) they consider the rate of accumulation. 
D) ​they are not tied to key performance indicators.

Question 13

_____ are Web sites that allow consumers to post,read,rate,and comment on opinions regarding all kinds of products and services.

Accepted Answer

A) ​Media sharing sites 
B) Review sites 
C) Microblogs 
D) ​Mommy blogs 
A) ​Media sharing sites 
B) Review sites 
C) Microblogs 
D) ​Mommy blogs

Question 14

_____,a social media metric,refers to media mentions,influences of bloggers reached,influences of customers reached,and second-degree reach based on social graphs.

Accepted Answer

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

Question 15

Frank,a restaurant chain's social media manager,wants to conduct an online contest to promote his restaurant.He conducts the contest on a social networking site that allows people to post only 140-character-long updates.In this context,Frank is using -_____ to conduct the contest.

Accepted Answer

A) ​a mommy blog 
B) a media sharing site 
C) a social news site 
D) ​a microblog 
A) ​a mommy blog 
B) a media sharing site 
C) a social news site 
D) ​a microblog

Question 16

Bethany follows several blogs every day and uses YouTube frequently to watch latest videos.She does not have her own Web site,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,Bethany 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 17

Buzz,a social media metric,is based on:

Accepted Answer

A) ​the number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds, retweets, Facebook posts, pins, and time spent with social media platform. 
B) posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day. 
C) the number of "likes," fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time. 
D) ​media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based on social graphs. 
A) ​the number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds, retweets, Facebook posts, pins, and time spent with social media platform. 
B) posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day. 
C) the number of "likes," fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time. 
D) ​media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based on social graphs.

Question 18

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

Question 19

In social media,negative comments and complaints can illuminate unknown brand flaws.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) ​Personal selling 
B) Crowdsourcing 
C) Sentiment analysis 
D) ​Cold calling 
A) ​Personal selling 
B) Crowdsourcing 
C) Sentiment analysis 
D) ​Cold calling

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

Distinguish between owned media and earned media with examples.

A publicly accessible Web page that serves as an interactive journal is called a tweet.

Much of the growth in social media sites can be attributed to:

Which of the following changes has been brought about in advertising because of the influence of social media?

According to Charlene Li and Josh Bernoff of Forrester Research,which of following categories of social media users posts comments,ratings,and reviews of products and services on blogs and forums?

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among public.Given this information,which of the following would be the best platform to be used by the production house?

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who maintain a social networking profile and visit other sites.

Marketers find social news sites useful for creating conversations around relevant issues.

Explain how virtual worlds and online gaming help marketers to engage with customers.

_____ is a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services.

Social media measurements are meaningless if:

_____ are Web sites that allow consumers to post,read,rate,and comment on opinions regarding all kinds of products and services.

_____,a social media metric,refers to media mentions,influences of bloggers reached,influences of customers reached,and second-degree reach based on social graphs.

Frank,a restaurant chain's social media manager,wants to conduct an online contest to promote his restaurant.He conducts the contest on a social networking site that allows people to post only 140-character-long updates.In this context,Frank is using -_____ to conduct the contest.

Buzz,a social media metric,is based on:

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.

In social media,negative comments and complaints can illuminate unknown brand flaws.

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

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

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

Distinguish between owned media and earned media with examples.

A publicly accessible Web page that serves as an interactive journal is called a tweet.

Much of the growth in social media sites can be attributed to:

Which of the following changes has been brought about in advertising because of the influence of social media?

According to Charlene Li and Josh Bernoff of Forrester Research,which of following categories of social media users posts comments,ratings,and reviews of products and services on blogs and forums?

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among public.Given this information,which of the following would be the best platform to be used by the production house?

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who maintain a social networking profile and visit other sites.

Marketers find social news sites useful for creating conversations around relevant issues.

Explain how virtual worlds and online gaming help marketers to engage with customers.

_____ is a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services.

Social media measurements are meaningless if:

_____ are Web sites that allow consumers to post,read,rate,and comment on opinions regarding all kinds of products and services.

_____,a social media metric,refers to media mentions,influences of bloggers reached,influences of customers reached,and second-degree reach based on social graphs.

Frank,a restaurant chain's social media manager,wants to conduct an online contest to promote his restaurant.He conducts the contest on a social networking site that allows people to post only 140-character-long updates.In this context,Frank is using -_____ to conduct the contest.

Buzz,a social media metric,is based on:

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.

In social media,negative comments and complaints can illuminate unknown brand flaws.

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

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