Question 1

Discuss the reasons brands engage in social listening.

Accepted Answer

Brands engage in social listening primar

Question 2

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

Accepted Answer

A)  uploading broadcast ads. 
B)  video reviews of products. 
C)  video blogging. 
D)  consumer re-creation of advertisements. 
A)  uploading broadcast ads. 
B)  video reviews of products. 
C)  video blogging. 
D)  consumer re-creation of advertisements.

Question 3

Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a sentiment score that indicates:

Accepted Answer

A)  the level of positive or negative chatter. 
B)  the relative number of brand mentions compared to the category leader. 
C)  how quickly a brand needs to respond to a trend occurring in society. 
D)  the level of negative chatter so brands can determine if they should react. 
A)  the level of positive or negative chatter. 
B)  the relative number of brand mentions compared to the category leader. 
C)  how quickly a brand needs to respond to a trend occurring in society. 
D)  the level of negative chatter so brands can determine if they should react.

Question 4

For Twitter, marketing professionals believe the most valuable social media metric is:

Accepted Answer

A)  likes. 
B)  shares. 
C)  retweets. 
D)  brand buzz. 
A)  likes. 
B)  shares. 
C)  retweets. 
D)  brand buzz.

Question 5

Sentiment is important because it can measure how negative or positive a brand buzz score is.

Accepted Answer

A) True 
 B)False

Question 6

Of the social media networking sites, YouTube is the most likely to influence purchase decisions.

Accepted Answer

A) True 
 B)False

Question 7

In the past, a consumer would tell 12 to 15 people about a bad experience with a brand. Now, with the internet, a consumer can tell thousands, or even millions, about a bad experience.

Accepted Answer

A) True 
 B)False

Question 8

Interactive blogs allow visitors to make comments or posts on the blog.

Accepted Answer

A) True 
 B)False

Question 9

A Coca-Cola study found a positive relationship between social buzz and sales of the brand.

Accepted Answer

A) True 
 B)False

Question 10

The mobile photo and video sharing network owned by Facebook with over 200 million users is:

Accepted Answer

A)  Facebook. 
B)  Instagram. 
C)  Pinterest. 
D)  Twitter. 
A)  Facebook. 
B)  Instagram. 
C)  Pinterest. 
D)  Twitter.

Question 11

For social media to enhance a brand's image it must provide solutions, useful information, and product insights.

Accepted Answer

A) True 
 B)False

Question 12

Twitter is a good way for businesses to learn what consumers are saying about their business.

Accepted Answer

A) True 
 B)False

Question 13

Social media provides a unique venue for brands to connect with loyal customers while at the same time influencing other consumers.

Accepted Answer

A) True 
 B)False

Question 14

The company at the forefront of consumer-generated reviews is:

Accepted Answer

A)  Amazon.com. 
B)  Circuit City. 
C)  Barnes and Noble. 
D)  Walmart. 
A)  Amazon.com. 
B)  Circuit City. 
C)  Barnes and Noble. 
D)  Walmart.

Question 15

In terms of videos posted to YouTube, consumer-produced videos exceed company or brand produced materials.

Accepted Answer

A) True 
 B)False

Question 16

Social bookmarking sites:

Accepted Answer

A)  focus on a specific interest, hobby, or demographic group. 
B)  are broadly based and are designed to appeal to all demographics. 
C)  focus on developing business relationships. 
D)  allow individuals to share bookmarks of websites. 
A)  focus on a specific interest, hobby, or demographic group. 
B)  are broadly based and are designed to appeal to all demographics. 
C)  focus on developing business relationships. 
D)  allow individuals to share bookmarks of websites.

Question 17

Compared to Twitter, Facebook is more effective for advertising because Facebook generates:

Accepted Answer

A)  more shares, more site traffic, and more new customers than Twitter. 
B)  more posts, likes, and shares than Twitter. 
C)  younger, more affluent users than Twitter. 
D)  greater brand awareness than Twitter. 
A)  more shares, more site traffic, and more new customers than Twitter. 
B)  more posts, likes, and shares than Twitter. 
C)  younger, more affluent users than Twitter. 
D)  greater brand awareness than Twitter.

Question 18

Twitter is not a good social networking site for small businesses due to the limited number of characters that can be inserted in each tweet.

Accepted Answer

A) True 
 B)False

Question 19

Overall, males utilize social media more than females.

Accepted Answer

A) True 
 B)False

Question 20

Functions of social listening include all of the following except:

Accepted Answer

A)  react to negative comments. 
B)  gather topics for branded content. 
C)  detect patterns or shifts in views of consumers. 
D)  generate sales leads. 
A)  react to negative comments. 
B)  gather topics for branded content. 
C)  detect patterns or shifts in views of consumers. 
D)  generate sales leads.

Discuss the reasons brands engage in social listening.

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

Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a sentiment score that indicates:

For Twitter, marketing professionals believe the most valuable social media metric is:

Sentiment is important because it can measure how negative or positive a brand buzz score is.

Of the social media networking sites, YouTube is the most likely to influence purchase decisions.

In the past, a consumer would tell 12 to 15 people about a bad experience with a brand. Now, with the internet, a consumer can tell thousands, or even millions, about a bad experience.

Interactive blogs allow visitors to make comments or posts on the blog.

A Coca-Cola study found a positive relationship between social buzz and sales of the brand.

The mobile photo and video sharing network owned by Facebook with over 200 million users is:

For social media to enhance a brand's image it must provide solutions, useful information, and product insights.

Twitter is a good way for businesses to learn what consumers are saying about their business.

Social media provides a unique venue for brands to connect with loyal customers while at the same time influencing other consumers.

The company at the forefront of consumer-generated reviews is:

In terms of videos posted to YouTube, consumer-produced videos exceed company or brand produced materials.

Social bookmarking sites:

Compared to Twitter, Facebook is more effective for advertising because Facebook generates:

Twitter is not a good social networking site for small businesses due to the limited number of characters that can be inserted in each tweet.

Overall, males utilize social media more than females.

Functions of social listening include all of the following except:

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

Discuss the reasons brands engage in social listening.

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

Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a sentiment score that indicates:

For Twitter, marketing professionals believe the most valuable social media metric is:

Sentiment is important because it can measure how negative or positive a brand buzz score is.

Of the social media networking sites, YouTube is the most likely to influence purchase decisions.

In the past, a consumer would tell 12 to 15 people about a bad experience with a brand. Now, with the internet, a consumer can tell thousands, or even millions, about a bad experience.

Interactive blogs allow visitors to make comments or posts on the blog.

A Coca-Cola study found a positive relationship between social buzz and sales of the brand.

The mobile photo and video sharing network owned by Facebook with over 200 million users is:

For social media to enhance a brand's image it must provide solutions, useful information, and product insights.

Twitter is a good way for businesses to learn what consumers are saying about their business.

Social media provides a unique venue for brands to connect with loyal customers while at the same time influencing other consumers.

The company at the forefront of consumer-generated reviews is:

In terms of videos posted to YouTube, consumer-produced videos exceed company or brand produced materials.

Social bookmarking sites:

Compared to Twitter, Facebook is more effective for advertising because Facebook generates:

Twitter is not a good social networking site for small businesses due to the limited number of characters that can be inserted in each tweet.

Overall, males utilize social media more than females.

Functions of social listening include all of the following except:

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