Question 1

Which of the following is a difference between earned media and paid media?

Accepted Answer

A) Customers or the public have little role in earned media, unlike paid media. 
B) Brand mentions in earned media are voluntarily given, unlike paid media. 
C) The control enjoyed by a brand in earned media is higher than that in paid media. 
D) The cost associated with earned media is higher than that in paid media. 
E) Publicity through earned media does little to affect brand image, unlike paid media. 
A) Customers or the public have little role in earned media, unlike paid media. 
B) Brand mentions in earned media are voluntarily given, unlike paid media. 
C) The control enjoyed by a brand in earned media is higher than that in paid media. 
D) The cost associated with earned media is higher than that in paid media. 
E) Publicity through earned media does little to affect brand image, unlike paid media.

Question 2

Which of the following sites would be most useful for employees of an HR consultancy firm to identify and recruit candidates with the right skill sets and experience?

Accepted Answer

A) LinkedIn 
B) YouTube 
C) Twitter 
D) Picasa 
E) Vimeo 
A) LinkedIn 
B) YouTube 
C) Twitter 
D) Picasa 
E) Vimeo

Question 3

Provide one example of a price check app and explain how it is beneficial to customers.

Accepted Answer

Using a price check app, such as at Amaz

Question 4

Which of the following factors is the primary objective of educating the customer in the context of the 4E framework of social media marketing?

Accepted Answer

A) Exciting interested customers with personalized offers 
B) Helping potential customers understand the value proposition of a product/service 
C) Enabling customers to experience a product or service 
D) Staying connected with existing customers 
E) Assisting customers to evaluate a product or service before making purchase decisions 
A) Exciting interested customers with personalized offers 
B) Helping potential customers understand the value proposition of a product/service 
C) Enabling customers to experience a product or service 
D) Staying connected with existing customers 
E) Assisting customers to evaluate a product or service before making purchase decisions

Question 5

Keyword analysis is done to:

Accepted Answer

A) estimate the most frequent entry and exit points in a site. 
B) identify the way potential customers navigate through a site. 
C) reveal what the users might have wanted, but not found, on a site. 
D) evaluate the favourability of products that are advertised on a site. 
E) determine how customers search for a firm's products on the Internet. 
A) estimate the most frequent entry and exit points in a site. 
B) identify the way potential customers navigate through a site. 
C) reveal what the users might have wanted, but not found, on a site. 
D) evaluate the favourability of products that are advertised on a site. 
E) determine how customers search for a firm's products on the Internet.

Question 6

Which of the following is more challenging in social media as compared to traditional integrated marketing communications?

Accepted Answer

A) Determining ROI 
B) Exciting customers 
C) Sentiment analysis 
D) Estimating customer expectations 
E) Engaging customers 
A) Determining ROI 
B) Exciting customers 
C) Sentiment analysis 
D) Estimating customer expectations 
E) Engaging customers

Question 7

Which of the following best defines the term "social reach"?

Accepted Answer

A) The number of times any web pages are viewed by visitors 
B) The extent to which a person influences others 
C) The favourability of acceptance of a product or service by customers 
D) The number of people a person influences 
E) The influence of a person's extended network 
A) The number of times any web pages are viewed by visitors 
B) The extent to which a person influences others 
C) The favourability of acceptance of a product or service by customers 
D) The number of people a person influences 
E) The influence of a person's extended network

Question 8

In terms of the 4E framework, mobile marketing is particularly useful for:

Accepted Answer

A) responding to customer complaints or compliments. 
B) enhancing customers' experience with products and services. 
C) engaging customers by responding to their communications. 
D) educating customers about a firm's offerings. 
E) creating excitement with consumers at the time of sale. 
A) responding to customer complaints or compliments. 
B) enhancing customers' experience with products and services. 
C) engaging customers by responding to their communications. 
D) educating customers about a firm's offerings. 
E) creating excitement with consumers at the time of sale.

Question 9

Which of the following is true of professional blogs?

Accepted Answer

A) Professional blogs are forums where marketers understand and analyze customer perceptions of their product or service. 
B) In professional blogs, experts engage in active promotion of products and services of a firm for free. 
C) Marketers have less control on the content of these blogs as compared to corporate blogs. 
D) These blogs are written by people who receive no products or remuneration for their efforts. 
E) These blogs are effective tools for marketers to excite customers about their products and services. 
A) Professional blogs are forums where marketers understand and analyze customer perceptions of their product or service. 
B) In professional blogs, experts engage in active promotion of products and services of a firm for free. 
C) Marketers have less control on the content of these blogs as compared to corporate blogs. 
D) These blogs are written by people who receive no products or remuneration for their efforts. 
E) These blogs are effective tools for marketers to excite customers about their products and services.

Question 10

The extent of control advertisers enjoy is high in earned media.

Accepted Answer

A) True 
 B)False

Question 11

LinkedIn is an example of a:

Accepted Answer

A) social networking site. 
B) video-sharing site. 
C) photo site. 
D) microblog. 
E) corporate blog. 
A) social networking site. 
B) video-sharing site. 
C) photo site. 
D) microblog. 
E) corporate blog.

Question 12

Style.com offers a mobile application for people to access the same content available on the Style magazine website, including blogs, reviews, couture shows, and video feeds.This mobile application is an example of a:

Accepted Answer

A) personal app. 
B) corporate app. 
C) fashion app. 
D) location app. 
E) price checking app. 
A) personal app. 
B) corporate app. 
C) fashion app. 
D) location app. 
E) price checking app.

Question 13

Which of the following types of analytics is used to understand what's popular and what's not on a firm's website, including page load times and site navigation?

Accepted Answer

A) Content 
B) Social 
C) Mobile 
D) Conversion 
E) Advertising 
A) Content 
B) Social 
C) Mobile 
D) Conversion 
E) Advertising

Question 14

Even the greatest analysis has little use if firms fail to implement what they have learned from analyzing their social and mobile media activity.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following metrics or measures indicates what percentage of visitors or potential customers act as the marketer hopes?

Accepted Answer

A) Hits 
B) Bounce rate 
C) Click paths 
D) Conversion rates 
E) Page views 
A) Hits 
B) Bounce rate 
C) Click paths 
D) Conversion rates 
E) Page views

Question 16

Discuss the features of Facebook as an effective marketing tool in today's social media marketing environment.Provide an example to support your answer.

Accepted Answer

On this well-known social network platfo

Question 17

Analyzing click path would help a firm make:

Accepted Answer

A) changes that would increase the ROI of the website. 
B) an inference about the popularity of the website. 
C) the website content more exciting. 
D) navigation experience through a site easier. 
E) an assessment about the frequent entry and exit locations on the site. 
A) changes that would increase the ROI of the website. 
B) an inference about the popularity of the website. 
C) the website content more exciting. 
D) navigation experience through a site easier. 
E) an assessment about the frequent entry and exit locations on the site.

Question 18

Which of the following is true about engaging the customer in the context of the 4E framework of social media marketing?

Accepted Answer

A) It is associated with communicating personalized offers designed for interested customers. 
B) Its primary objective is to help potential customers understand the value proposition of a product or service. 
C) It could be either positive or negative and is aided by tools such as blogging and microblogging. 
D) It assists the customers to understand the features of a product or service and assess its utility. 
E) It assures customers of the superiority of a firm's product relative to similar products in the market. 
A) It is associated with communicating personalized offers designed for interested customers. 
B) Its primary objective is to help potential customers understand the value proposition of a product or service. 
C) It could be either positive or negative and is aided by tools such as blogging and microblogging. 
D) It assists the customers to understand the features of a product or service and assess its utility. 
E) It assures customers of the superiority of a firm's product relative to similar products in the market.

Question 19

YouTube is a:

Accepted Answer

A) social networking site. 
B) video-sharing site. 
C) photo site. 
D) microblog. 
E) corporate blog. 
A) social networking site. 
B) video-sharing site. 
C) photo site. 
D) microblog. 
E) corporate blog.

Question 20

The cumulative number of people who are influenced by a person is referred to as the person's:

Accepted Answer

A) social reach. 
B) influence. 
C) extended network. 
D) impact. 
E) influence factor. 
A) social reach. 
B) influence. 
C) extended network. 
D) impact. 
E) influence factor.

Which of the following is a difference between earned media and paid media?

Which of the following sites would be most useful for employees of an HR consultancy firm to identify and recruit candidates with the right skill sets and experience?

Provide one example of a price check app and explain how it is beneficial to customers.

Which of the following factors is the primary objective of educating the customer in the context of the 4E framework of social media marketing?

Keyword analysis is done to:

Which of the following is more challenging in social media as compared to traditional integrated marketing communications?

Which of the following best defines the term "social reach"?

In terms of the 4E framework, mobile marketing is particularly useful for:

Which of the following is true of professional blogs?

The extent of control advertisers enjoy is high in earned media.

LinkedIn is an example of a:

Style.com offers a mobile application for people to access the same content available on the Style magazine website, including blogs, reviews, couture shows, and video feeds.This mobile application is an example of a:

Which of the following types of analytics is used to understand what's popular and what's not on a firm's website, including page load times and site navigation?

Even the greatest analysis has little use if firms fail to implement what they have learned from analyzing their social and mobile media activity.

Which of the following metrics or measures indicates what percentage of visitors or potential customers act as the marketer hopes?

Discuss the features of Facebook as an effective marketing tool in today's social media marketing environment.Provide an example to support your answer.

Analyzing click path would help a firm make:

Which of the following is true about engaging the customer in the context of the 4E framework of social media marketing?

YouTube is a:

The cumulative number of people who are influenced by a person is referred to as the person's:

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Global Marketing

Ethics and Socially Responsible Marketing

Filters

Exam 16: Social and Mobile Marketing

Which of the following is a difference between earned media and paid media?

Which of the following sites would be most useful for employees of an HR consultancy firm to identify and recruit candidates with the right skill sets and experience?

Provide one example of a price check app and explain how it is beneficial to customers.

Which of the following factors is the primary objective of educating the customer in the context of the 4E framework of social media marketing?

Keyword analysis is done to:

Which of the following is more challenging in social media as compared to traditional integrated marketing communications?

Which of the following best defines the term "social reach"?

In terms of the 4E framework, mobile marketing is particularly useful for:

Which of the following is true of professional blogs?

The extent of control advertisers enjoy is high in earned media.

LinkedIn is an example of a:

Style.com offers a mobile application for people to access the same content available on the Style magazine website, including blogs, reviews, couture shows, and video feeds.This mobile application is an example of a:

Which of the following types of analytics is used to understand what's popular and what's not on a firm's website, including page load times and site navigation?

Even the greatest analysis has little use if firms fail to implement what they have learned from analyzing their social and mobile media activity.

Which of the following metrics or measures indicates what percentage of visitors or potential customers act as the marketer hopes?

Discuss the features of Facebook as an effective marketing tool in today's social media marketing environment.Provide an example to support your answer.

Analyzing click path would help a firm make:

Which of the following is true about engaging the customer in the context of the 4E framework of social media marketing?

YouTube is a:

The cumulative number of people who are influenced by a person is referred to as the person's:

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Global Marketing

Ethics and Socially Responsible Marketing

Filters