Question 1

American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is:

Accepted Answer

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

Question 2

To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.

Accepted Answer

A) True 
 B)False

Question 3

After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills:

Accepted Answer

A) disabled the comment feature on YouTube, but left the video on YouTube. 
B) removed the ad from YouTube. 
C) conducted a focus group to determine if the views represented the majority of Americans or it was views of a small minority. 
D) modified the female in the ad so the couple was of the same race.

Question 4

Effective real-time marketing requires on-the-spot strategic planning during the time an event occurs.

Accepted Answer

A) True 
 B)False

Question 5

Discuss the reasons marketers engage in social listening.

Accepted Answer

The answer of Discuss the reasons marketers engage in social...

Question 6

Dating websites would be considered a general social networking site since they can appeal to any demographic profile.

Accepted Answer

A) True 
 B)False

Question 7

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) either mid-roll or post-roll.

Question 8

Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of:

Accepted Answer

A) behavioral commitment. 
B) member of multiple social networking sites. 
C) quality communication skills. 
D) emotional connection to the brand.

Question 9

Mandy has a reputation of being an excellent beautician. As a result, L'Oreal has offered to be an active sponsor of the videos she has created and posted to YouTube. This is an example of the consumer video sharing trend of:

Accepted Answer

A) consumer created branded videos. 
B) video reviews of products. 
C) consumer created how-to videos. 
D) consumer re-creation of advertisements.

Question 10

It is unusual for a company that sells multiple goods or services to solicit customer-generated reviews of those items.

Accepted Answer

A) True 
 B)False

Question 11

Nancy just posted a negative comment on her personal blog about a bad experience at a restaurant. She is not sponsored by the restaurant and, according to the new FTC regulations, she must state that she is not affiliated with the restaurant.

Accepted Answer

A) True 
 B)False

Question 12

Vloggers are paid individuals who create videos, post them on video sites such as YouTube or Vine.

Accepted Answer

A) True 
 B)False

Question 13

Approximately two-thirds of internet users have a profile on:

Accepted Answer

A) Facebook. 
B) Twitter. 
C) Instagram. 
D) Pinterest.

Question 14

If the content or comments made in social media about a brand match the search terms used by consumers, the quality of those interactions examined by search engine algorithms is increased.

Accepted Answer

A) True 
 B)False

Question 15

Facebook now has over one billion users worldwide.

Accepted Answer

A) True 
 B)False

Question 16

Brand advocates need to exhibit emotional and behavioral commitment to the brand; however, to be useful to marketers, brand advocates need to exhibit the characteristic of:

Accepted Answer

A) having followers on their social network pages. 
B) membership in multiple social networking sites. 
C) quality communication skills. 
D) creating a high number of likes and shares on sites they visit.

Question 17

Which social media network limits messages to 140 characters?

Accepted Answer

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

Question 18

Getting "likes" on Facebook is important because it almost always translates into sales.

Accepted Answer

A) True 
 B)False

Question 19

Real-time marketing has shown success in sporting events, but not for non-sporting events.

Accepted Answer

A) True 
 B)False

Question 20

Through listening to social buzz, companies can detect patterns or shifts in consumer views, but cannot determine societal trends that may be occurring.

Accepted Answer

A) True 
 B)False

Exam 9: Social Media

American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is:

To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.

After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills:

Effective real-time marketing requires on-the-spot strategic planning during the time an event occurs.

Discuss the reasons marketers engage in social listening.

Dating websites would be considered a general social networking site since they can appeal to any demographic profile.

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

Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of:

Mandy has a reputation of being an excellent beautician. As a result, L'Oreal has offered to be an active sponsor of the videos she has created and posted to YouTube. This is an example of the consumer video sharing trend of:

It is unusual for a company that sells multiple goods or services to solicit customer-generated reviews of those items.

Nancy just posted a negative comment on her personal blog about a bad experience at a restaurant. She is not sponsored by the restaurant and, according to the new FTC regulations, she must state that she is not affiliated with the restaurant.

Vloggers are paid individuals who create videos, post them on video sites such as YouTube or Vine.

Approximately two-thirds of internet users have a profile on:

If the content or comments made in social media about a brand match the search terms used by consumers, the quality of those interactions examined by search engine algorithms is increased.

Facebook now has over one billion users worldwide.

Brand advocates need to exhibit emotional and behavioral commitment to the brand; however, to be useful to marketers, brand advocates need to exhibit the characteristic of:

Which social media network limits messages to 140 characters?

Getting "likes" on Facebook is important because it almost always translates into sales.

Real-time marketing has shown success in sporting events, but not for non-sporting events.

Through listening to social buzz, companies can detect patterns or shifts in consumer views, but cannot determine societal trends that may be occurring.