Question 1

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. B

Question 2

MirrorSense is a social networking site which allows members to write their views and opinions about various products, services, social issues etc. However, members on this website can write no more than 140 characters. In this case, MirrorSense is a(n) _____.

Accepted Answer

A) e-commerce site 
B) search engine 
C) e-magazine 
D) microblog 
A) e-commerce site 
B) search engine 
C) e-magazine 
D) microblog D

Question 3

Marla, a 55-year-old woman, needs to move out of town. She wants to connect with some of her old school friends and stay in touch with her ex-colleagues. 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 C

Question 4

While much of the excitement in social media has been based on website and new technology uses, much of the growth lies in:

Accepted Answer

A) the diminished demand for televisions. 
B) new platforms like tablets and smartphones. 
C) the division of society into economic strata. 
D) the reduced demand for crowdsourcing. 
A) the diminished demand for televisions. 
B) new platforms like tablets and smartphones. 
C) the division of society into economic strata. 
D) the reduced demand for crowdsourcing.

Question 5

Twitpic, Flickr, and Photobucket are all examples of:

Accepted Answer

A) media sharing sites. 
B) corporate blogs. 
C) virtual travel sites. 
D) search engines. 
A) media sharing sites. 
B) corporate blogs. 
C) virtual travel sites. 
D) search engines.

Question 6

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 7

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

Accepted Answer

Answers will vary. Online gaming present

Question 8

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

Accepted Answer

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

Question 9

Social media measurements are meaningless unless:

Accepted Answer

A) they dismiss return on investment. 
B) they ignore investment per fan and follower. 
C) they ignore the rate of accumulation. 
D) they are tied to key performance indicators. 
A) they dismiss return on investment. 
B) they ignore investment per fan and follower. 
C) they ignore the rate of accumulation. 
D) they are tied to key performance indicators.

Question 10

Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products. Given this information, which of the following is true of Magnira Corp.?

Accepted Answer

A) It should not disclose the prices of its products and services to the public. 
B) Its pages are subject to search engine indexing. 
C) It is restricted from communicating directly with stakeholders due to risks of hacking. 
D) Its pages are displayed in the form of individual profiles. 
A) It should not disclose the prices of its products and services to the public. 
B) Its pages are subject to search engine indexing. 
C) It is restricted from communicating directly with stakeholders due to risks of hacking. 
D) Its pages are displayed in the form of individual profiles.

Question 11

Distinguish between owned media and earned media with examples.

Accepted Answer

Answers will vary. The purpose of owned

Question 12

Wennel Inc., a fashion designing company, organizes an online contest. Participants need to design outfits for women. The designs are to be posted on a social media website where members can vote and provide feedback. Based on the votes, Wennel Inc. would announce the winner and also offer a job at its firm. In this scenario, Wennel Inc. is involved in _____.

Accepted Answer

A) brandjacking 
B) tagging 
C) blogging 
D) crowdsourcing 
A) brandjacking 
B) tagging 
C) blogging 
D) crowdsourcing

Question 13

The benefits of social media can be easily measured.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Question 16

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

Accepted Answer

A) Social media marketing is popular because it is free of cost. 
B) Social media marketing is less effective for services than products. 
C) Social media mostly focus on deepening relationships with customers. 
D) Social media lacks the effectiveness of word of mouth advertising. 
A) Social media marketing is popular because it is free of cost. 
B) Social media marketing is less effective for services than products. 
C) Social media mostly focus on deepening relationships with customers. 
D) Social media lacks the effectiveness of word of mouth advertising.

Question 17

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 18

Facebook is by far the largest social network for gaming.

Accepted Answer

A) True 
 B)False

Question 19

Explain the role of social media in marketing.

Accepted Answer

Answers will vary. Social media have cha

Question 20

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

Accepted Answer

A) conversationalists 
B) inactives 
C) critics 
D) spectators 
A) conversationalists 
B) inactives 
C) critics 
D) spectators

Buzz, a social media metric, is based on:

MirrorSense is a social networking site which allows members to write their views and opinions about various products, services, social issues etc. However, members on this website can write no more than 140 characters. In this case, MirrorSense is a(n) _____.

Marla, a 55-year-old woman, needs to move out of town. She wants to connect with some of her old school friends and stay in touch with her ex-colleagues. In this case, which of the following is Marla most likely to use for this purpose?

While much of the excitement in social media has been based on website and new technology uses, much of the growth lies in:

Twitpic, Flickr, and Photobucket are all examples of:

In an interactive space, earned media include:

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

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

Social media measurements are meaningless unless:

Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products. Given this information, which of the following is true of Magnira Corp.?

Distinguish between owned media and earned media with examples.

The benefits of social media can be easily measured.

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

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

Which of the following statements is true of advertising in social 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.

Facebook is by far the largest social network for gaming.

Explain the role of social media in marketing.

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

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

Buzz, a social media metric, is based on:

MirrorSense is a social networking site which allows members to write their views and opinions about various products, services, social issues etc. However, members on this website can write no more than 140 characters. In this case, MirrorSense is a(n) _____.

Marla, a 55-year-old woman, needs to move out of town. She wants to connect with some of her old school friends and stay in touch with her ex-colleagues. In this case, which of the following is Marla most likely to use for this purpose?

While much of the excitement in social media has been based on website and new technology uses, much of the growth lies in:

Twitpic, Flickr, and Photobucket are all examples of:

In an interactive space, earned media include:

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

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

Social media measurements are meaningless unless:

Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products. Given this information, which of the following is true of Magnira Corp.?

Distinguish between owned media and earned media with examples.

The benefits of social media can be easily measured.

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

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

Which of the following statements is true of advertising in social 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.

Facebook is by far the largest social network for gaming.

Explain the role of social media in marketing.

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

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