Question 1

Twitter has helped consumers to _____ more so than anything else.

Accepted Answer

A)  get coupons 
B)  shop 
C)  complain 
D)  babble 
E)  None of these are correct. 
A)  get coupons 
B)  shop 
C)  complain 
D)  babble 
E)  None of these are correct.

Question 2

Which of the points of comparison considers the ability to make changes after creation?

Accepted Answer

A)  reach 
B)  usability 
C)  accessibility 
D)  immediacy 
E)  permanence 
A)  reach 
B)  usability 
C)  accessibility 
D)  immediacy 
E)  permanence

Question 3

Which of the following is a common objective or theme for successful social media themes?

Accepted Answer

A)  stories about competitors 
B)  fun with interactive games 
C)  technical specifications 
D)  complaints from consumers 
E)  friendly rivalry between companies 
A)  stories about competitors 
B)  fun with interactive games 
C)  technical specifications 
D)  complaints from consumers 
E)  friendly rivalry between companies

Question 4

The most popular people followed on Twitter fall in to the classification of _____.

Accepted Answer

A)  journalist 
B)  celebrity 
C)  friend 
D)  colleague 
E)  family 
A)  journalist 
B)  celebrity 
C)  friend 
D)  colleague 
E)  family

Question 5

Salesforce's Marketing Cloud drives traffic to brand websites and encourages online video to go viral.

Accepted Answer

A) True 
 B)False

Question 6

Consumer-generated content helps ensure engagement with brands and companies featured on social media sites.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following explains why some argue that online communication has a positive aspect in the socialization process?

Accepted Answer

A)  changes personalities 
B)  improves writing skills 
C)  establishes identities 
D)  demonstrates abilities 
E)  creates self-consciousness 
A)  changes personalities 
B)  improves writing skills 
C)  establishes identities 
D)  demonstrates abilities 
E)  creates self-consciousness

Question 8

Social media turns communication into one-way dialogue.

Accepted Answer

A) True 
 B)False

Question 9

The limit on the number of characters allowed for tweets on Twitter is _____ characters.

Accepted Answer

A)  75 
B)  100 
C)  140 
D)  160 
E)  unlimited 
A)  75 
B)  100 
C)  140 
D)  160 
E)  unlimited

Question 10

Social media brands operating as collaboration tools provide which of the following for users?

Accepted Answer

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

Question 11

All of the following except _____ can be thought of as a social networking site.

Accepted Answer

A)  Facebook 
B)  Netflix 
C)  Pinterest 
D)  Instagram 
E)  Twitter 
A)  Facebook 
B)  Netflix 
C)  Pinterest 
D)  Instagram 
E)  Twitter

Question 12

Which point of comparison between social media and traditional media considers the size of the audience?

Accepted Answer

A)  reach 
B)  usability 
C)  cost 
D)  immediacy 
E)  changeability 
A)  reach 
B)  usability 
C)  cost 
D)  immediacy 
E)  changeability

Question 13

All of the following are possible objectives of social media campaigns except _____.

Accepted Answer

A)  enhance public relations 
B)  explore social media 
C)  offer deals 
D)  launch a cause 
E)  elicit consumer-generated stories 
A)  enhance public relations 
B)  explore social media 
C)  offer deals 
D)  launch a cause 
E)  elicit consumer-generated stories

Question 14

Twitter was started by the same entrepreneurs who started Facebook.

Accepted Answer

A) True 
 B)False

Question 15

Online panel data has long shown the link between online advertising and purchase behavior.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following metrics is available directly from Facebook?

Accepted Answer

A)  share of conversations 
B)  share of voice 
C)  sentiments 
D)  affinity score 
E)  overall weight of a brand campaign 
A)  share of conversations 
B)  share of voice 
C)  sentiments 
D)  affinity score 
E)  overall weight of a brand campaign

Question 17

The person who started Facebook is _____.

Accepted Answer

A)  Larry Page 
B)  Sergey Brin 
C)  Mark Zuckerburg 
D)  Sam Adams 
E)  Steve Jobs 
A)  Larry Page 
B)  Sergey Brin 
C)  Mark Zuckerburg 
D)  Sam Adams 
E)  Steve Jobs

Question 18

Which of the following is a disadvantage of social media?

Accepted Answer

A)  flexibility 
B)  privacy 
C)  consumer engagement 
D)  integration 
E)  cost effectiveness 
A)  flexibility 
B)  privacy 
C)  consumer engagement 
D)  integration 
E)  cost effectiveness

Question 19

The idea for Facebook originated with online photo books of _____.

Accepted Answer

A)  Harvard dorms 
B)  Stanford dorms 
C)  MySpace sorority groups 
D)  MySpace dating rings 
E)  None of these are correct. 
A)  Harvard dorms 
B)  Stanford dorms 
C)  MySpace sorority groups 
D)  MySpace dating rings 
E)  None of these are correct.

Question 20

Which of the following is perhaps most important when it comes to social media campaigns and success?

Accepted Answer

A)  deals 
B)  opinions 
C)  sales 
D)  brand storytelling 
E)  None of these are correct. 
A)  deals 
B)  opinions 
C)  sales 
D)  brand storytelling 
E)  None of these are correct.

Exam 14: Social Media

Twitter has helped consumers to _____ more so than anything else.

Which of the points of comparison considers the ability to make changes after creation?

Which of the following is a common objective or theme for successful social media themes?

The most popular people followed on Twitter fall in to the classification of _____.

Salesforce's Marketing Cloud drives traffic to brand websites and encourages online video to go viral.

Consumer-generated content helps ensure engagement with brands and companies featured on social media sites.

Which of the following explains why some argue that online communication has a positive aspect in the socialization process?

Social media turns communication into one-way dialogue.

The limit on the number of characters allowed for tweets on Twitter is _____ characters.

Social media brands operating as collaboration tools provide which of the following for users?

All of the following except _____ can be thought of as a social networking site.

Which point of comparison between social media and traditional media considers the size of the audience?

All of the following are possible objectives of social media campaigns except _____.

Twitter was started by the same entrepreneurs who started Facebook.

Online panel data has long shown the link between online advertising and purchase behavior.

Which of the following metrics is available directly from Facebook?

The person who started Facebook is _____.

Which of the following is a disadvantage of social media?

The idea for Facebook originated with online photo books of _____.

Which of the following is perhaps most important when it comes to social media campaigns and success?

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

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