Question 1

Instagram is a mobile photo and video sharing social network with over 200 million users with 60 percent visiting the site daily.

Accepted Answer

A) True 
 B)False

Question 2

The social media networking site most likely to influence purchases is:

Accepted Answer

A)  brand websites. 
B)  blogs. 
C)  retail websites. 
D)  Facebook. 
A)  brand websites. 
B)  blogs. 
C)  retail websites. 
D)  Facebook.

Question 3

Viral marketing relies on:

Accepted Answer

A)  a series of click-throughs. 
B)  use of search engine optimization. 
C)  highly visible banners. 
D)  word-of-mouth communications. 
A)  a series of click-throughs. 
B)  use of search engine optimization. 
C)  highly visible banners. 
D)  word-of-mouth communications.

Question 4

For a viral marketing campaign to work, individuals must be offered financial incentives to pass the message along to other consumers.

Accepted Answer

A) True 
 B)False

Question 5

EngageSciences estimates ________ percent of a brand's fans generate nearly the entire social buzz about the brand.

Accepted Answer

A)  4.7 
B)  8.3 
C)  13.6 
D)  20 
A)  4.7 
B)  8.3 
C)  13.6 
D)  20

Question 6

The utilization of social media and/or social networks to market a product, company, or brand is:

Accepted Answer

A)  social media marketing. 
B)  social media. 
C)  a social network. 
D)  social bookmarking. 
A)  social media marketing. 
B)  social media. 
C)  a social network. 
D)  social bookmarking.

Question 7

A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

Accepted Answer

A) True 
 B)False

Question 8

Key implications of customer-generated reviews include all of the following except:

Accepted Answer

A)  too many negative reviews and low-star ratings will be harmful to a company. 
B)  reviews stress the importance of consistent high-quality customer products and services. 
C)  positive reviews will have a positive impact on sales. 
D)  reviews provide information on how a company's product is being evaluated by customers and how the brand compares to competing brands. 
A)  too many negative reviews and low-star ratings will be harmful to a company. 
B)  reviews stress the importance of consistent high-quality customer products and services. 
C)  positive reviews will have a positive impact on sales. 
D)  reviews provide information on how a company's product is being evaluated by customers and how the brand compares to competing brands.

Question 9

It has been estimated that about 20 percent of a brand's fans generate about 80 percent of a brand's social buzz.

Accepted Answer

A) True 
 B)False

Question 10

For some brands, increasing sales and building brand loyalty can be primary objectives of a social media marketing campaign.

Accepted Answer

A) True 
 B)False

Question 11

Getting "likes" on Facebook is important because it almost always translates into sales.

Accepted Answer

A) True 
 B)False

Question 12

An attractive feature of Instagram is that users tend to be:

Accepted Answer

A)  highly educated with incomes above $100,000. 
B)  young and male. 
C)  young and primarily of a minority race. 
D)  young, wealthy, and female. 
A)  highly educated with incomes above $100,000. 
B)  young and male. 
C)  young and primarily of a minority race. 
D)  young, wealthy, and female.

Question 13

The most frequently used incentives in content seeding programs are:

Accepted Answer

A)  value-added incentives. 
B)  financial incentives. 
C)  exclusive offers. 
D)  contests or sweepstakes. 
A)  value-added incentives. 
B)  financial incentives. 
C)  exclusive offers. 
D)  contests or sweepstakes.

Question 14

A financial incentive that can be part of a content seeding program by a brand is to offer consumers something exclusive that makes that consumer feel special.

Accepted Answer

A) True 
 B)False

Question 15

In examining the brand mentions for JD Bank, if analysts noted that about 75 percent were positive, 10 percent were negative and about 15 percent were neutral. This is a measure of:

Accepted Answer

A)  buzz frequency. 
B)  buzz sentiment. 
C)  reach. 
D)  brand buzz. 
A)  buzz frequency. 
B)  buzz sentiment. 
C)  reach. 
D)  brand buzz.

Question 16

Effective real-time marketing requires:

Accepted Answer

A)  an unusual occurrence during a live event that results in fans engaging social media interactions. 
B)  viral marketing strategies be developed and seeded just minutes before a live event. 
C)  marketing messages be created and approved by a brand's legal team prior to live events. 
D)  upfront strategic planning prior to the assembling of war rooms during a live event. 
A)  an unusual occurrence during a live event that results in fans engaging social media interactions. 
B)  viral marketing strategies be developed and seeded just minutes before a live event. 
C)  marketing messages be created and approved by a brand's legal team prior to live events. 
D)  upfront strategic planning prior to the assembling of war rooms during a live event.

Question 17

Current trends in consumer video sharing include all of the following except:

Accepted Answer

A)  creating consumer-produced how-to videos. 
B)  uploading professional sporting events. 
C)  capturing real-time events. 
D)  creating branded videos. 
A)  creating consumer-produced how-to videos. 
B)  uploading professional sporting events. 
C)  capturing real-time events. 
D)  creating branded videos.

Question 18

While consumer-generated reviews can provide valuable information to a company about its products, they do not provide any information about how its brands compare with other brands.

Accepted Answer

A) True 
 B)False

Question 19

Social media strategies currently used by brands include all of the following except:

Accepted Answer

A)  content seeding. 
B)  direct response marketing. 
C)  viral marketing. 
D)  consumer-generated reviews. 
A)  content seeding. 
B)  direct response marketing. 
C)  viral marketing. 
D)  consumer-generated reviews.

Question 20

Mentions of the brand name in social media will automatically boost organic search rankings.

Accepted Answer

A) True 
 B)False

Instagram is a mobile photo and video sharing social network with over 200 million users with 60 percent visiting the site daily.

The social media networking site most likely to influence purchases is:

Viral marketing relies on:

For a viral marketing campaign to work, individuals must be offered financial incentives to pass the message along to other consumers.

EngageSciences estimates ________ percent of a brand's fans generate nearly the entire social buzz about the brand.

The utilization of social media and/or social networks to market a product, company, or brand is:

A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

Key implications of customer-generated reviews include all of the following except:

It has been estimated that about 20 percent of a brand's fans generate about 80 percent of a brand's social buzz.

For some brands, increasing sales and building brand loyalty can be primary objectives of a social media marketing campaign.

Getting "likes" on Facebook is important because it almost always translates into sales.

An attractive feature of Instagram is that users tend to be:

The most frequently used incentives in content seeding programs are:

A financial incentive that can be part of a content seeding program by a brand is to offer consumers something exclusive that makes that consumer feel special.

In examining the brand mentions for JD Bank, if analysts noted that about 75 percent were positive, 10 percent were negative and about 15 percent were neutral. This is a measure of:

Effective real-time marketing requires:

Current trends in consumer video sharing include all of the following except:

While consumer-generated reviews can provide valuable information to a company about its products, they do not provide any information about how its brands compare with other brands.

Social media strategies currently used by brands include all of the following except:

Mentions of the brand name in social media will automatically boost organic search rankings.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 9: Social Media

Instagram is a mobile photo and video sharing social network with over 200 million users with 60 percent visiting the site daily.

The social media networking site most likely to influence purchases is:

Viral marketing relies on:

For a viral marketing campaign to work, individuals must be offered financial incentives to pass the message along to other consumers.

EngageSciences estimates ________ percent of a brand's fans generate nearly the entire social buzz about the brand.

The utilization of social media and/or social networks to market a product, company, or brand is:

A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

Key implications of customer-generated reviews include all of the following except:

It has been estimated that about 20 percent of a brand's fans generate about 80 percent of a brand's social buzz.

For some brands, increasing sales and building brand loyalty can be primary objectives of a social media marketing campaign.

Getting "likes" on Facebook is important because it almost always translates into sales.

An attractive feature of Instagram is that users tend to be:

The most frequently used incentives in content seeding programs are:

A financial incentive that can be part of a content seeding program by a brand is to offer consumers something exclusive that makes that consumer feel special.

In examining the brand mentions for JD Bank, if analysts noted that about 75 percent were positive, 10 percent were negative and about 15 percent were neutral. This is a measure of:

Effective real-time marketing requires:

Current trends in consumer video sharing include all of the following except:

While consumer-generated reviews can provide valuable information to a company about its products, they do not provide any information about how its brands compare with other brands.

Social media strategies currently used by brands include all of the following except:

Mentions of the brand name in social media will automatically boost organic search rankings.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters