Question 1

There are fewer than twenty social media brands in the social media landscape fighting for users.

Accepted Answer

A) True 
 B)False

Question 2

Traditional ad media includes all of the following forms of media except ____.

Accepted Answer

A)  television 
B)  radio 
C)  smartphones 
D)  magazines 
E)  None of these are correct. 
A)  television 
B)  radio 
C)  smartphones 
D)  magazines 
E)  None of these are correct.

Question 3

Social media is a tool for IMC because _____ percent of those online are active social media users.

Accepted Answer

A)  23 
B)  42 
C)  58 
D)  73 
E)  98 
A)  23 
B)  42 
C)  58 
D)  73 
E)  98

Question 4

According to the text,the scale of some social networking sites like Facebook allows advertisers to reach extremely large audiences.

Accepted Answer

A) True 
 B)False

Question 5

China has its own version of Facebook called _____.

Accepted Answer

A)  FacebookChina 
B)  Renren 
C)  Weibo 
D)  WeChat 
E)  Youku 
A)  FacebookChina 
B)  Renren 
C)  Weibo 
D)  WeChat 
E)  Youku

Question 6

Most of the growth of social media usage is from the younger demographic category (e.g.,those 12 to 18 years of age).

Accepted Answer

A) True 
 B)False

Question 7

According to the Social Media Landscape,which activity is prevalent in social media?

Accepted Answer

A)  publishing 
B)  sharing 
C)  networking 
D)  collaborating 
E)  All of these are correct. 
A)  publishing 
B)  sharing 
C)  networking 
D)  collaborating 
E)  All of these are correct.

Question 8

Social network and blog data can be tracked via sentiment analysis.

Accepted Answer

A) True 
 B)False

Question 9

Facebook's earliest days were highlighted by asking members to choose between photos of two people to distinguish who was the _____ among the two at Harvard University.

Accepted Answer

A)  smartest 
B)  hottest 
C)  dorkiest 
D)  most likely to succeed 
E)  richest 
A)  smartest 
B)  hottest 
C)  dorkiest 
D)  most likely to succeed 
E)  richest

Question 10

Traditional media production is paid with government or private funds while social media production may not need be paid at all.

Accepted Answer

A) True 
 B)False

Question 11

Social media sites can provide all of the following types of marketing information except _____.

Accepted Answer

A)  consumer feedback 
B)  market share 
C)  brand sentiment 
D)  product improvement ideas 
E)  competitive insights 
A)  consumer feedback 
B)  market share 
C)  brand sentiment 
D)  product improvement ideas 
E)  competitive insights

Question 12

Users spend an average of _____ hours on Facebook each month.

Accepted Answer

A)  7 
B)  10 
C)  25 
D)  5 
E)  35 
A)  7 
B)  10 
C)  25 
D)  5 
E)  35

Question 13

What percentage of Facebook users check the site daily?

Accepted Answer

A)  10 percent 
B)  25 percent 
C)  50 percent 
D)  75 percent 
E)  88 percent 
A)  10 percent 
B)  25 percent 
C)  50 percent 
D)  75 percent 
E)  88 percent

Question 14

Identify three advantages and three disadvantages of social media.

Accepted Answer

The discussion of social media advantage

Question 15

Social media requires more specialized skills to utilize than do traditional media.

Accepted Answer

A) True 
 B)False

Question 16

Which type of ad has been created recently to increase revenue for Facebook?

Accepted Answer

A)  lead generation 
B)  local awareness 
C)  mobile ad videos 
D)  event RSVPs 
E)  mid-roll video ads 
A)  lead generation 
B)  local awareness 
C)  mobile ad videos 
D)  event RSVPs 
E)  mid-roll video ads

Question 17

LinkedIn is classified in the _____ category of social media.

Accepted Answer

A)  networking 
B)  collaborating 
C)  publishing 
D)  messaging 
E)  discussing 
A)  networking 
B)  collaborating 
C)  publishing 
D)  messaging 
E)  discussing

Question 18

Which of the following explains why some argue that children should not be on Facebook before they are high-school age?

Accepted Answer

A)  Children can't read well enough to use the Internet. 
B)  Children should play outside. 
C)  Childhood friendships require interaction. 
D)  Children lack logic and sophisticated reasoning. 
E)  Children can't make online purchases. 
A)  Children can't read well enough to use the Internet. 
B)  Children should play outside. 
C)  Childhood friendships require interaction. 
D)  Children lack logic and sophisticated reasoning. 
E)  Children can't make online purchases.

Question 19

Messages on Twitter are called tweets.

Accepted Answer

A) True 
 B)False

Question 20

Traditional media are more centralized while social media are more decentralized in production in usage.

Accepted Answer

A) True 
 B)False

Exam 14: Social Media

There are fewer than twenty social media brands in the social media landscape fighting for users.

Traditional ad media includes all of the following forms of media except ____.

Social media is a tool for IMC because _____ percent of those online are active social media users.

According to the text,the scale of some social networking sites like Facebook allows advertisers to reach extremely large audiences.

China has its own version of Facebook called _____.

Most of the growth of social media usage is from the younger demographic category (e.g.,those 12 to 18 years of age).

According to the Social Media Landscape,which activity is prevalent in social media?

Social network and blog data can be tracked via sentiment analysis.

Facebook's earliest days were highlighted by asking members to choose between photos of two people to distinguish who was the _____ among the two at Harvard University.

Traditional media production is paid with government or private funds while social media production may not need be paid at all.

Social media sites can provide all of the following types of marketing information except _____.

Users spend an average of _____ hours on Facebook each month.

What percentage of Facebook users check the site daily?

Identify three advantages and three disadvantages of social media.

Social media requires more specialized skills to utilize than do traditional media.

Which type of ad has been created recently to increase revenue for Facebook?

LinkedIn is classified in the _____ category of social media.

Which of the following explains why some argue that children should not be on Facebook before they are high-school age?

Messages on Twitter are called tweets.

Traditional media are more centralized while social media are more decentralized in production in usage.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters