Question 1

HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:

Accepted Answer

A) pre-roll. 
B) mid-roll. 
C) post-roll. 
D) during-roll. 
A) pre-roll. 
B) mid-roll. 
C) post-roll. 
D) during-roll. B

Question 2

The negative reaction to the Cheerios ad featuring a mixed-race couple illustrates the importance of social listening.

Accepted Answer

A) True 
 B)False  True

Question 3

The best approach to negative comments on a blog is for the brand to immediately delete the comment before other consumers see it.

Accepted Answer

A) True 
 B)False  False

Question 4

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 5

If consumers express a low level of satisfaction with a brand's social media communications, it will negatively impact their desire to purchase the brand.

Accepted Answer

A) True 
 B)False

Question 6

Viral marketing is preparing a marketing message that in some way is passed from one consumer to another through digital means.

Accepted Answer

A) True 
 B)False

Question 7

Using social media to engage females with the Hooter's brand was a wise strategic decision because:

Accepted Answer

A) it offers two-way communication while advertising is one-way communication. 
B) social media is better for enhancing brand image than advertising. 
C) social media provides a means to support giveaways and consumer promotions. 
D) overall, females are heavier users of social media than males. 
A) it offers two-way communication while advertising is one-way communication. 
B) social media is better for enhancing brand image than advertising. 
C) social media provides a means to support giveaways and consumer promotions. 
D) overall, females are heavier users of social media than males.

Question 8

In terms of social media marketing, most brands utilize a single social media network.

Accepted Answer

A) True 
 B)False

Question 9

The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos.

Accepted Answer

A) True 
 B)False

Question 10

One reason marketers like Instagram is that users tend to be young, wealthy, and primarily male.

Accepted Answer

A) True 
 B)False

Question 11

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 12

The best position for video ads to maximize impressions is:

Accepted Answer

A) pre-roll. 
B) mid-roll. 
C) post-roll. 
D) either mid-roll or post-roll. 
A) pre-roll. 
B) mid-roll. 
C) post-roll. 
D) either mid-roll or post-roll.

Question 13

By 2017 experts believe YouTube will have more views, likes, and shares than either Facebook or Twitter.

Accepted Answer

A) True 
 B)False

Question 14

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 15

The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is:

Accepted Answer

A) a branded blog created by the brand. 
B) a blog that is sponsored by the brand. 
C) an individual's blog that has no affiliation with any brand. 
D) a blog that is sponsored, but by a different company. 
A) a branded blog created by the brand. 
B) a blog that is sponsored by the brand. 
C) an individual's blog that has no affiliation with any brand. 
D) a blog that is sponsored, but by a different company.

Question 16

The best position for video ads to maximize click-through rate is:

Accepted Answer

A) pre-roll. 
B) mid-roll. 
C) post-roll. 
D) either mid-roll or post-roll. 
A) pre-roll. 
B) mid-roll. 
C) post-roll. 
D) either mid-roll or post-roll.

Question 17

What is viral marketing and what are the keys to a successful viral campaign?

Accepted Answer

Preparing a marketing message that in so

Question 18

Key implications of customer-generated reviews include each 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 19

Describe the term "social media."

Accepted Answer

Social media is any

Question 20

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

HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:

The negative reaction to the Cheerios ad featuring a mixed-race couple illustrates the importance of social listening.

The best approach to negative comments on a blog is for the brand to immediately delete the comment before other consumers see it.

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.

If consumers express a low level of satisfaction with a brand's social media communications, it will negatively impact their desire to purchase the brand.

Viral marketing is preparing a marketing message that in some way is passed from one consumer to another through digital means.

Using social media to engage females with the Hooter's brand was a wise strategic decision because:

In terms of social media marketing, most brands utilize a single social media network.

The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos.

One reason marketers like Instagram is that users tend to be young, wealthy, and primarily male.

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

The best position for video ads to maximize impressions is:

By 2017 experts believe YouTube will have more views, likes, and shares than either Facebook or Twitter.

Social bookmarking sites:

The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is:

The best position for video ads to maximize click-through rate is:

What is viral marketing and what are the keys to a successful viral campaign?

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

Describe the term "social media."

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

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

HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:

The negative reaction to the Cheerios ad featuring a mixed-race couple illustrates the importance of social listening.

The best approach to negative comments on a blog is for the brand to immediately delete the comment before other consumers see it.

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.

If consumers express a low level of satisfaction with a brand's social media communications, it will negatively impact their desire to purchase the brand.

Viral marketing is preparing a marketing message that in some way is passed from one consumer to another through digital means.

Using social media to engage females with the Hooter's brand was a wise strategic decision because:

In terms of social media marketing, most brands utilize a single social media network.

The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos.

One reason marketers like Instagram is that users tend to be young, wealthy, and primarily male.

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

The best position for video ads to maximize impressions is:

By 2017 experts believe YouTube will have more views, likes, and shares than either Facebook or Twitter.

Social bookmarking sites:

The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is:

The best position for video ads to maximize click-through rate is:

What is viral marketing and what are the keys to a successful viral campaign?

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

Describe the term "social media."

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

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