Question 1

Spending on digital media has surpassed each of the following EXCEPT?

Accepted Answer

A)  television 
B)  outdoor 
C)  radio 
D)  magazines 
E)  newspapers 
A)  television 
B)  outdoor 
C)  radio 
D)  magazines 
E)  newspapers A

Question 2

When brands use Facebook, Twitter, Pinterest and Snapchat for their communications strategies they are using which of the following?

Accepted Answer

A)  paid 
B)  owned 
C)  earned 
D)  social 
E)  more than one of the above is true 
A)  paid 
B)  owned 
C)  earned 
D)  social 
E)  more than one of the above is true E

Question 3

Why should content contain certain key words?

Accepted Answer

A)  to increase search engine rankings 
B)  to save money on advertising 
C)  to focus the customers on buying 
D)  to lead to ROI 
E)  to become a trending tweet 
A)  to increase search engine rankings 
B)  to save money on advertising 
C)  to focus the customers on buying 
D)  to lead to ROI 
E)  to become a trending tweet A

Question 4

Which of the 7 C's does HMV's blunder of sending embarrassing tweets represent?

Accepted Answer

A)  convergence 
B)  community 
C)  content-driven 
D)  chaos 
E)  cooperation 
A)  convergence 
B)  community 
C)  content-driven 
D)  chaos 
E)  cooperation

Question 5

Which is the best measure of financial success of a social media strategy?

Accepted Answer

A)  tweets 
B)  net new followers 
C)  repins 
D)  likes 
E)  return on investment 
A)  tweets 
B)  net new followers 
C)  repins 
D)  likes 
E)  return on investment

Question 6

Canceractive, a support website for those with cancer is an example of which of the 7 C's?

Accepted Answer

A)  convergence 
B)  community 
C)  content-driven 
D)  chaos 
E)  cooperation 
A)  convergence 
B)  community 
C)  content-driven 
D)  chaos 
E)  cooperation

Question 7

Which term best describes devices for access to a wide range of technological services that are portable?

Accepted Answer

A)  mobile technology 
B)  social media 
C)  social networking 
D)  websites 
E)  blogs 
A)  mobile technology 
B)  social media 
C)  social networking 
D)  websites 
E)  blogs

Question 8

What does ROI stand for?

Accepted Answer

A)  review on internet 
B)  release online information 
C)  run online interaction 
D)  return on investment 
E)  read only internet 
A)  review on internet 
B)  release online information 
C)  run online interaction 
D)  return on investment 
E)  read only internet

Question 9

Yik Yak would best be described as a:

Accepted Answer

A)  advertising platform 
B)  social network 
C)  ecommerce site 
D)  texting service 
E)  course support tool 
A)  advertising platform 
B)  social network 
C)  ecommerce site 
D)  texting service 
E)  course support tool

Question 10

What led Coke and Pepsi to remove brominated vegetable oil from their products?

Accepted Answer

A)  an act of Congress 
B)  an FDA investigation 
C)  a Change.org petition 
D)  President Obama 
E)  the US Supreme Court 
A)  an act of Congress 
B)  an FDA investigation 
C)  a Change.org petition 
D)  President Obama 
E)  the US Supreme Court

Question 11

Which of the following best represents an owned media strategy?

Accepted Answer

A)  running ads on Snapchat 
B)  a youTube video that goes viral 
C)  setting up an ecommerce website 
D)  getting bloggers to write about your brand of facial cleanser 
E)  managing a Facebook page 
A)  running ads on Snapchat 
B)  a youTube video that goes viral 
C)  setting up an ecommerce website 
D)  getting bloggers to write about your brand of facial cleanser 
E)  managing a Facebook page

Question 12

Which was the earliest online social network?

Accepted Answer

A)  Facebook 
B)  Friendster 
C)  MySpace 
D)  bulletin boards 
E)  Twitter 
A)  Facebook 
B)  Friendster 
C)  MySpace 
D)  bulletin boards 
E)  Twitter

Question 13

IMC helps brands do each of the following EXCEPT:

Accepted Answer

A)  build a brand personality 
B)  communicate messages to target markets 
C)  ensure a strong ROI 
D)  create campaigns that reinforce messages 
E)  develop a consistent communications strategy 
A)  build a brand personality 
B)  communicate messages to target markets 
C)  ensure a strong ROI 
D)  create campaigns that reinforce messages 
E)  develop a consistent communications strategy

Question 14

Which of the following is an example of a firm using social media for engagement?

Accepted Answer

A)  McDonalds develops a mobile gaming application 
B)  Coke runs banner ads on mobile web sites 
C)  Gap responds to customer service inquiries on Twitter 
D)  Target has an eCommerce site selling its inventory 
E)  People can subscribe to the LA Times and read news on their mobile devices 
A)  McDonalds develops a mobile gaming application 
B)  Coke runs banner ads on mobile web sites 
C)  Gap responds to customer service inquiries on Twitter 
D)  Target has an eCommerce site selling its inventory 
E)  People can subscribe to the LA Times and read news on their mobile devices

Question 15

Which of the following allow a business to determine the stream of clicks from websites a person visited prior to arriving at a website?

Accepted Answer

A)  Facebook 
B)  Twitter 
C)  Google Analytics 
D)  Bing 
E)  Amazon 
A)  Facebook 
B)  Twitter 
C)  Google Analytics 
D)  Bing 
E)  Amazon

Question 16

Brands have difficulty maintaining dominance in their categories as a result of social media because:

Accepted Answer

A)  social media have changed the order of business for many firms 
B)  brand names are no longer the only signal of quality 
C)  social networks allow people to provide information about brands to others 
D)  new companies can use social media to enter previously closed markets 
E)  all of the above 
A)  social media have changed the order of business for many firms 
B)  brand names are no longer the only signal of quality 
C)  social networks allow people to provide information about brands to others 
D)  new companies can use social media to enter previously closed markets 
E)  all of the above

Question 17

A personae is a:

Accepted Answer

A)  a representation of oneself 
B)  one's true personality 
C)  a target market 
D)  a set of customers 
E)  a social network user profile 
A)  a representation of oneself 
B)  one's true personality 
C)  a target market 
D)  a set of customers 
E)  a social network user profile

Question 18

Which of the seven C's means that two industries get together to offer new products and services?

Accepted Answer

A)  convergence 
B)  content driven 
C)  calculable 
D)  community-oriented 
E)  comprehensive 
A)  convergence 
B)  content driven 
C)  calculable 
D)  community-oriented 
E)  comprehensive

Question 19

What are price premiums?

Accepted Answer

A)  everyday low prices for products in stores 
B)  prices charged by airlines to change tickets 
C)  prices ending with 99 to appear lower 
D)  prices for luxury items in online stores 
E)  higher prices that brands command due to the value of their brand names 
A)  everyday low prices for products in stores 
B)  prices charged by airlines to change tickets 
C)  prices ending with 99 to appear lower 
D)  prices for luxury items in online stores 
E)  higher prices that brands command due to the value of their brand names

Question 20

IMC stands for:

Accepted Answer

A)  internet media company 
B)  inter modal communication 
C)  internet managed communication 
D)  internal materials coordinator 
E)  Integrated marketing communications 
A)  internet media company 
B)  inter modal communication 
C)  internet managed communication 
D)  internal materials coordinator 
E)  Integrated marketing communications

Spending on digital media has surpassed each of the following EXCEPT?

When brands use Facebook, Twitter, Pinterest and Snapchat for their communications strategies they are using which of the following?

Why should content contain certain key words?

Which of the 7 C's does HMV's blunder of sending embarrassing tweets represent?

Which is the best measure of financial success of a social media strategy?

Canceractive, a support website for those with cancer is an example of which of the 7 C's?

Which term best describes devices for access to a wide range of technological services that are portable?

What does ROI stand for?

Yik Yak would best be described as a:

What led Coke and Pepsi to remove brominated vegetable oil from their products?

Which of the following best represents an owned media strategy?

Which was the earliest online social network?

IMC helps brands do each of the following EXCEPT:

Which of the following is an example of a firm using social media for engagement?

Which of the following allow a business to determine the stream of clicks from websites a person visited prior to arriving at a website?

Brands have difficulty maintaining dominance in their categories as a result of social media because:

A personae is a:

Which of the seven C's means that two industries get together to offer new products and services?

What are price premiums?

IMC stands for:

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Executing Strategy

Integrating Media

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters

Exam 1: The New Digital Landscape

Spending on digital media has surpassed each of the following EXCEPT?

When brands use Facebook, Twitter, Pinterest and Snapchat for their communications strategies they are using which of the following?

Why should content contain certain key words?

Which of the 7 C's does HMV's blunder of sending embarrassing tweets represent?

Which is the best measure of financial success of a social media strategy?

Canceractive, a support website for those with cancer is an example of which of the 7 C's?

Which term best describes devices for access to a wide range of technological services that are portable?

What does ROI stand for?

Yik Yak would best be described as a:

What led Coke and Pepsi to remove brominated vegetable oil from their products?

Which of the following best represents an owned media strategy?

Which was the earliest online social network?

IMC helps brands do each of the following EXCEPT:

Which of the following is an example of a firm using social media for engagement?

Which of the following allow a business to determine the stream of clicks from websites a person visited prior to arriving at a website?

Brands have difficulty maintaining dominance in their categories as a result of social media because:

A personae is a:

Which of the seven C's means that two industries get together to offer new products and services?

What are price premiums?

IMC stands for:

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Executing Strategy

Integrating Media

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters