Question 1

Most of Facebook's active accounts were accessing Facebook via a desktop computer in 2016.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is one of the four general privacy principles that apply to social media?

Accepted Answer

A)  access 
B)  income 
C)  benefit 
D)  cooperation 
E)  All of these are correct. 
A)  access 
B)  income 
C)  benefit 
D)  cooperation 
E)  All of these are correct.

Question 3

Researchers studying Twitter activity found a link between advertised brands and consumer engagement and sales.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following agencies deals with consumers' privacy concerns for Facebook?

Accepted Answer

A)  Commission on Civil Rights 
B)  Federal Trade Commission 
C)  Small Business Administration 
D)  National Labor Relations Board 
E)  Corporation for Public Broadcasting 
A)  Commission on Civil Rights 
B)  Federal Trade Commission 
C)  Small Business Administration 
D)  National Labor Relations Board 
E)  Corporation for Public Broadcasting

Question 5

Gross rating points (GRPs)are a function of the percentage paying attention to an ad (whether on social media or traditional media)and the frequency of times the audience pays attention.

Accepted Answer

A) True 
 B)False

Question 6

How often does Facebook develop new ad formats and targeting options?

Accepted Answer

A)  hourly 
B)  daily 
C)  weekly 
D)  monthly 
E)  annually 
A)  hourly 
B)  daily 
C)  weekly 
D)  monthly 
E)  annually

Question 7

Which of the following is the most successful,organic social media campaign in history?

Accepted Answer

A)  Pepsi's "Refresh" 
B)  Blendtec's "Will It Blend?" 
C)  National Geographic's "Remembering 9/11" 
D)  ALS "Ice Bucket Challenge" 
E)  UPS "Your Wishes Delivered: Driver for a Day" 
A)  Pepsi's "Refresh" 
B)  Blendtec's "Will It Blend?" 
C)  National Geographic's "Remembering 9/11" 
D)  ALS "Ice Bucket Challenge" 
E)  UPS "Your Wishes Delivered: Driver for a Day"

Question 8

Facebook is profitable for its shareholders.

Accepted Answer

A) True 
 B)False

Question 9

Facebook earns its revenue primarily from _____.

Accepted Answer

A)  advertising 
B)  membership fees 
C)  corporate profile fees 
D)  selling data 
E)  It doesn't earn revenue yet. 
A)  advertising 
B)  membership fees 
C)  corporate profile fees 
D)  selling data 
E)  It doesn't earn revenue yet.

Question 10

Which of the following successful media campaigns relied on a consumer-generated story about the brand?

Accepted Answer

A)  Old Spice's "Smell Like a Man, Man" 
B)  Nike's "Write the Future" 
C)  UPS's "Driver for a Day" 
D)  Burger King's "Whopper Sacrifice" 
E)  Evian's "Roller Babies" 
A)  Old Spice's "Smell Like a Man, Man" 
B)  Nike's "Write the Future" 
C)  UPS's "Driver for a Day" 
D)  Burger King's "Whopper Sacrifice" 
E)  Evian's "Roller Babies"

Question 11

Which of the following is NOT a point of comparison between social media and traditional media choices explained in the text?

Accepted Answer

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

Question 12

Explain the four general privacy principles and discuss the privacy policies of social media sites like Facebook as they relate to these principles.

Accepted Answer

The four principles are discussed in sec

Question 13

Which of the following questions is most important when choosing metrics to evaluate a social media campaign?

Accepted Answer

A)  How much information can you collect? 
B)  When do you want results? 
C)  What are your objectives? 
D)  Who is your audience? 
E)  How often can you measure? 
A)  How much information can you collect? 
B)  When do you want results? 
C)  What are your objectives? 
D)  Who is your audience? 
E)  How often can you measure?

Question 14

A study in 2009 of Twitter tweets concluded that 40 percent of tweets were _____.

Accepted Answer

A)  pointless babble 
B)  conversational 
C)  pass-along news 
D)  self-promotion 
E)  spam 
A)  pointless babble 
B)  conversational 
C)  pass-along news 
D)  self-promotion 
E)  spam

Question 15

Which of the following prompts did Twitter use to reduce useless tweets?

Accepted Answer

A)  What's happening? 
B)  What are you doing? 
C)  What do you see? 
D)  What do you want to say? 
E)  What do you want to share? 
A)  What's happening? 
B)  What are you doing? 
C)  What do you see? 
D)  What do you want to say? 
E)  What do you want to share?

Question 16

Once created,social media cannot be altered.

Accepted Answer

A) True 
 B)False

Question 17

All of the following are advantages of social media except _____.

Accepted Answer

A)  flexibility 
B)  reach options 
C)  integration 
D)  babble 
E)  cost effectiveness 
A)  flexibility 
B)  reach options 
C)  integration 
D)  babble 
E)  cost effectiveness

Question 18

Which of the following has become a serious problem for Twitter?

Accepted Answer

A)  high number of MAUs 
B)  low number of DAUs 
C)  strong ad growth 
D)  strong audience growth 
E)  celebrity users 
A)  high number of MAUs 
B)  low number of DAUs 
C)  strong ad growth 
D)  strong audience growth 
E)  celebrity users

Question 19

Twitter continues to grow in popularity among teen users because they enjoy sending brief messages.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following do successful social media campaigns have in common?

Accepted Answer

A)  integration with other IMC elements 
B)  humor 
C)  focus on an individual 
D)  addressing a social or medical issue 
E)  use of stereotypes 
A)  integration with other IMC elements 
B)  humor 
C)  focus on an individual 
D)  addressing a social or medical issue 
E)  use of stereotypes

Exam 14: Social Media

Most of Facebook's active accounts were accessing Facebook via a desktop computer in 2016.

Which of the following is one of the four general privacy principles that apply to social media?

Researchers studying Twitter activity found a link between advertised brands and consumer engagement and sales.

Which of the following agencies deals with consumers' privacy concerns for Facebook?

Gross rating points (GRPs)are a function of the percentage paying attention to an ad (whether on social media or traditional media)and the frequency of times the audience pays attention.

How often does Facebook develop new ad formats and targeting options?

Which of the following is the most successful,organic social media campaign in history?

Facebook is profitable for its shareholders.

Facebook earns its revenue primarily from _____.

Which of the following successful media campaigns relied on a consumer-generated story about the brand?

Which of the following is NOT a point of comparison between social media and traditional media choices explained in the text?

Explain the four general privacy principles and discuss the privacy policies of social media sites like Facebook as they relate to these principles.

Which of the following questions is most important when choosing metrics to evaluate a social media campaign?

A study in 2009 of Twitter tweets concluded that 40 percent of tweets were _____.

Which of the following prompts did Twitter use to reduce useless tweets?

Once created,social media cannot be altered.

All of the following are advantages of social media except _____.

Which of the following has become a serious problem for Twitter?

Twitter continues to grow in popularity among teen users because they enjoy sending brief messages.

Which of the following do successful social media campaigns have in common?

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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