Question 1

Which of the following is an example of IMC?

Accepted Answer

A)  Toshiba offers a flat screen TV with 3D capability 
B)  Samsung negotiates a deal with Twitter to run ads on people's Twitter feeds 
C)  Sony runs a television ad to reach people in prime time 
D)  IBM reaches chief information officers with a blog, website, mobile app, IT magazine ads with the same message 
E)  none of the above 
A)  Toshiba offers a flat screen TV with 3D capability 
B)  Samsung negotiates a deal with Twitter to run ads on people's Twitter feeds 
C)  Sony runs a television ad to reach people in prime time 
D)  IBM reaches chief information officers with a blog, website, mobile app, IT magazine ads with the same message 
E)  none of the above

Question 2

AT&T mobile services would like to develop a social media strategy. What must the management team do prior to execution?

Accepted Answer

Before executing a social media strategy

Question 3

A disruptive technology does each of the following except:

Accepted Answer

A)  influence relatively few people and businesses 
B)  change how people live and work 
C)  alter the relationships among industries 
D)  influence businesses in new ways 
E)  change economic relationships among entities 
A)  influence relatively few people and businesses 
B)  change how people live and work 
C)  alter the relationships among industries 
D)  influence businesses in new ways 
E)  change economic relationships among entities

Question 4

Brands may be threatened by social media because:

Accepted Answer

A)  social media may take over their products and produce them 
B)  social media lets brand engage online with customers 
C)  social media allow customers to communicate about brands 
D)  most customers read information about brands on Twitter before buying 
E)  social media leads to regulatory changes that impact brands 
A)  social media may take over their products and produce them 
B)  social media lets brand engage online with customers 
C)  social media allow customers to communicate about brands 
D)  most customers read information about brands on Twitter before buying 
E)  social media leads to regulatory changes that impact brands

Question 5

What percentage of people say that brands affect their shopping behavior according to the text?

Accepted Answer

A)  100% 
B)  80% 
C)  40% 
D)  25% 
E)  less than 5% 
A)  100% 
B)  80% 
C)  40% 
D)  25% 
E)  less than 5%

Question 6

Pampers Hello Baby Pregnancy Calendar is a:

Accepted Answer

A)  game 
B)  website 
C)  mobile application 
D)  wall calendar 
E)  blog 
A)  game 
B)  website 
C)  mobile application 
D)  wall calendar 
E)  blog

Question 7

Brand names were valuable to companies because:

Accepted Answer

A)  they were chosen by people who voted in social media 
B)  brands signified a level of commitment by a company leading to trust 
C)  brands were owned by multiple firms who shared the profits 
D)  brands meant people could use the brand names for their own versions of products 
E)  Branded products are distributed broadly 
A)  they were chosen by people who voted in social media 
B)  brands signified a level of commitment by a company leading to trust 
C)  brands were owned by multiple firms who shared the profits 
D)  brands meant people could use the brand names for their own versions of products 
E)  Branded products are distributed broadly

Question 8

When industries converge they:

Accepted Answer

A)  sell at higher prices 
B)  merge to create new products and services 
C)  earn price premiums 
D)  dissolve into separate entities 
E)  connect with government to meet goals 
A)  sell at higher prices 
B)  merge to create new products and services 
C)  earn price premiums 
D)  dissolve into separate entities 
E)  connect with government to meet goals

Question 9

Which of the following can social media NOT do for a firm?

Accepted Answer

A)  increase search engine rankings 
B)  communicate on behalf of a company to customers 
C)  provide a platform for companies to engage with customers 
D)  reach a mass audience at one time 
E)  provide information about online conversations 
A)  increase search engine rankings 
B)  communicate on behalf of a company to customers 
C)  provide a platform for companies to engage with customers 
D)  reach a mass audience at one time 
E)  provide information about online conversations

Question 10

According to chapter one who are brand influencers?

Accepted Answer

A)  customers who tweet about a brand 
B)  employees who travel on behalf of a firm 
C)  personaes who represent themselves online 
D)  customers located around the world 
E)  employees who have permission to represent the company in social media 
A)  customers who tweet about a brand 
B)  employees who travel on behalf of a firm 
C)  personaes who represent themselves online 
D)  customers located around the world 
E)  employees who have permission to represent the company in social media

Question 11

Which of the following is TRUE about mobile communications in the developing world?

Accepted Answer

A)  there are no mobile networks 
B)  mobile is more prevalent than wired internet 
C)  average citizens in the developing world do not have cell phones 
D)  there is no access to social media in the developing world 
E)  China does not allow social networking 
A)  there are no mobile networks 
B)  mobile is more prevalent than wired internet 
C)  average citizens in the developing world do not have cell phones 
D)  there is no access to social media in the developing world 
E)  China does not allow social networking

Question 12

Which of the following strategies is free for a firm to execute?

Accepted Answer

A)  youtube 
B)  Facebook 
C)  Twitter 
D)  Snapchat 
E)  none of the above 
A)  youtube 
B)  Facebook 
C)  Twitter 
D)  Snapchat 
E)  none of the above

Question 13

What is the term that identifies the ads that run on Google's home page?

Accepted Answer

A)  display ads 
B)  search engine ads 
C)  creative ads 
D)  mobile ads 
E)  traditional ads 
A)  display ads 
B)  search engine ads 
C)  creative ads 
D)  mobile ads 
E)  traditional ads

Question 14

What does ROI measure?

Accepted Answer

A)  the effectiveness of social media strategies 
B)  the cost of advertising campaigns 
C)  the amount of money a strategy generates after accounting for costs 
D)  the value of the stock price after taxes and insurance 
E)  mobile marketing applications costs to reach a certain number of customers 
A)  the effectiveness of social media strategies 
B)  the cost of advertising campaigns 
C)  the amount of money a strategy generates after accounting for costs 
D)  the value of the stock price after taxes and insurance 
E)  mobile marketing applications costs to reach a certain number of customers

Question 15

Explain how brands are both threatened by social media and can benefit from them.

Accepted Answer

Brands are both threatened by social med

Question 16

What type of company is Alibaba?

Accepted Answer

A)  a site for buyers and sellers 
B)  an online photo site 
C)  a newsfeed platform 
D)  a radio station 
E)  none of the above 
A)  a site for buyers and sellers 
B)  an online photo site 
C)  a newsfeed platform 
D)  a radio station 
E)  none of the above

Question 17

The term 'fragmented markets' means:

Accepted Answer

A)  people are easily reached with communications through mass media 
B)  media options are limited 
C)  no one medium can reach broad groups of consumers 
D)  there are more television shows online than on TV 
E)  social media do not work 
A)  people are easily reached with communications through mass media 
B)  media options are limited 
C)  no one medium can reach broad groups of consumers 
D)  there are more television shows online than on TV 
E)  social media do not work

Question 18

Which of the following does NOT represent a form of digital marketing?

Accepted Answer

A)  emails sent to existing customers 
B)  a company hosting a Facebook page 
C)  brands that develop mobile gaming applications 
D)  banner ads run on websites 
E)  television commercials in prime time 
A)  emails sent to existing customers 
B)  a company hosting a Facebook page 
C)  brands that develop mobile gaming applications 
D)  banner ads run on websites 
E)  television commercials in prime time

Question 19

In which country do people indicate they share the most about themselves online?

Accepted Answer

A)  U.S. 
B)  U.K. 
C)  Canada 
D)  Turkey 
E)  China 
A)  U.S. 
B)  U.K. 
C)  Canada 
D)  Turkey 
E)  China

Question 20

Choose one of the 7C's and explain how a particular business was affected by that trend.

Accepted Answer

One of the 7C's of business is "Customer

Which of the following is an example of IMC?

AT&T mobile services would like to develop a social media strategy. What must the management team do prior to execution?

A disruptive technology does each of the following except:

Brands may be threatened by social media because:

What percentage of people say that brands affect their shopping behavior according to the text?

Pampers Hello Baby Pregnancy Calendar is a:

Brand names were valuable to companies because:

When industries converge they:

Which of the following can social media NOT do for a firm?

According to chapter one who are brand influencers?

Which of the following is TRUE about mobile communications in the developing world?

Which of the following strategies is free for a firm to execute?

What is the term that identifies the ads that run on Google's home page?

What does ROI measure?

Explain how brands are both threatened by social media and can benefit from them.

What type of company is Alibaba?

The term 'fragmented markets' means:

Which of the following does NOT represent a form of digital marketing?

In which country do people indicate they share the most about themselves online?

Choose one of the 7C's and explain how a particular business was affected by that trend.

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

Which of the following is an example of IMC?

AT&T mobile services would like to develop a social media strategy. What must the management team do prior to execution?

A disruptive technology does each of the following except:

Brands may be threatened by social media because:

What percentage of people say that brands affect their shopping behavior according to the text?

Pampers Hello Baby Pregnancy Calendar is a:

Brand names were valuable to companies because:

When industries converge they:

Which of the following can social media NOT do for a firm?

According to chapter one who are brand influencers?

Which of the following is TRUE about mobile communications in the developing world?

Which of the following strategies is free for a firm to execute?

What is the term that identifies the ads that run on Google's home page?

What does ROI measure?

Explain how brands are both threatened by social media and can benefit from them.

What type of company is Alibaba?

The term 'fragmented markets' means:

Which of the following does NOT represent a form of digital marketing?

In which country do people indicate they share the most about themselves online?

Choose one of the 7C's and explain how a particular business was affected by that trend.

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