Question 1

Who is most likely to be labeled as a "Digital Native?"

Accepted Answer

A)  your parents 
B)  your grandparents 
C)  Bill Gates, founder of Microsoft 
D)  a college student today 
E)  a college student 20 years ago

Question 2

A company's website is a form of which type of media?

Accepted Answer

A)  paid 
B)  advertising 
C)  owned 
D)  personal selling 
E)  earned

Question 3

Which of the following is a form of earned media?

Accepted Answer

A)  advertising 
B)  word-of-mouth communication 
C)  personal selling 
D)  company website 
E)  sponsorships

Question 4

The ________ renders each additional user as adding value for all users.

Accepted Answer

A)  horizontal revolution 
B)  digital native 
C)  reputation economy 
D)  network effect 
E)  perceptual beta

Question 5

Creating programming that is interesting enough to attract people to watch it or listen to it and then interrupting the programming to bring viewers a commercial message is a technique of ________.

Accepted Answer

A)  search engine marketing 
B)  social entertainment 
C)  the interruption-disruption model 
D)  the horizontal revolution 
E)  cloud computing

Question 6

Which one of the social media space zones primarily aids in the dissemination of content to an audience?

Accepted Answer

A)  social community 
B)  social publishing 
C)  social entertainment 
D)  social commerce 
E)  social punishment

Question 7

________ communicate and share content in a variety of ways including direct messages,wall posts,and chat or instant messaging (IM)options.

Accepted Answer

A)  Social storefronts 
B)  Deal aggregators 
C)  Folksonomies 
D)  Connections 
E)  Tag clouds

Question 8

A threaded discussion occurs when others respond and extend a conversation by posting responses to an individual's original content in social networking sites.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following scenarios includes an overarching objective relevant to the use of social media marketing as part of a brand's promotional mix?

Accepted Answer

A)  A hair salon charges customers a small fee to book online appointments through their Facebook page. 
B)  Paul has created an online virtual world for his customers to experience his brand of products. 
C)  A retailer uses its Facebook page to create a smoother supply chain process among the producers that supply products. 
D)  Mary uses her Facebook page primarily to send out mass communication promotional messages to her consumers. 
E)  Mark is always thinking of ways to charge customers on his company's Facebook page.

Question 10

Search engine marketing is a form of which type of media?

Accepted Answer

A)  paid 
B)  advertising 
C)  owned 
D)  personal selling 
E)  earned

Question 11

Which of the following is a form of paid media?

Accepted Answer

A)  advertising 
B)  word-of-mouth communication 
C)  company blog 
D)  company website 
E)  publicity

Question 12

If too many avatars try to enter the space of a virtual rock concert in Second Life,crashes occur because the grid cannot accommodate so many users in one area.Such a crash would put into question the ________ of Second Life.

Accepted Answer

A)  scalability 
B)  radical trust 
C)  network effect 
D)  crowdsourcing 
E)  folksonomy

Question 13

Imagine that before you can watch a full episode of Gossip Girl on your laptop,you must sit through a 15-second ad for Verizon Wireless.Label and describe the model that is used in this example and reflect on why many social media users accept this practice.

Accepted Answer

The answer of Imagine that before you can watch a...

Question 14

The label we use to call the current version of the Internet that allows users to interact with senders is ________.

Accepted Answer

A)  Web 1.0 
B)  Web 2.0 
C)  Web 3.0 
D)  Facebook 
E)  Facebook Connect

Question 15

Which of the following is an example of a folksonomy?

Accepted Answer

A)  Visitors to Amazon's site can use its search engine to find a book by using the search term of "can't wait to read." 
B)  The Google Documents software that enables multiple users in different locations to work on the same file is an example of social software. 
C)  Internet users create, publish, rate, edit, and share information with Wikipedia. 
D)  Twitter limits posts to 140 characters. 
E)  Second Life and Web Alive allow people to participate as avatars.

Question 16

The virtual worlds of Second Life and Web Alive are categorized under the social media space zone of:

Accepted Answer

A)  social community. 
B)  social publishing. 
C)  social entertainment. 
D)  social commerce. 
E)  social punishment.

Question 17

Give an example of a medium and a vehicle within that medium that is particularly influential in your life.

Accepted Answer

The answer of Give an example of a medium and...

Question 18

When hearing about a customer's complaint,Jan makes sure to listen to everything the customer has to say without interrupting them,she then thinks hard about the conversation,asks around if this type of complaint has been heard before,and then creates a solution to the problem to satisfy the customer.Jan's process of handling the complaint falls within the ________ framework.

Accepted Answer

A)  WOM 
B)  PR 
C)  LARA 
D)  SMART 
E)  SEM

Question 19

The term "co-creators" is used to characterize the say that users have in what producers offer in the marketplace.

Accepted Answer

A) True 
 B)False

Question 20

Web 2.0 is a simple,one-way communications device.

Accepted Answer

A) True 
 B)False

Exam 1: The Horizontal Revolution

Who is most likely to be labeled as a "Digital Native?"

A company's website is a form of which type of media?

Which of the following is a form of earned media?

The ________ renders each additional user as adding value for all users.

Creating programming that is interesting enough to attract people to watch it or listen to it and then interrupting the programming to bring viewers a commercial message is a technique of ________.

Which one of the social media space zones primarily aids in the dissemination of content to an audience?

________ communicate and share content in a variety of ways including direct messages,wall posts,and chat or instant messaging (IM) options.

A threaded discussion occurs when others respond and extend a conversation by posting responses to an individual's original content in social networking sites.

Which of the following scenarios includes an overarching objective relevant to the use of social media marketing as part of a brand's promotional mix?

Search engine marketing is a form of which type of media?

Which of the following is a form of paid media?

If too many avatars try to enter the space of a virtual rock concert in Second Life,crashes occur because the grid cannot accommodate so many users in one area.Such a crash would put into question the ________ of Second Life.

Imagine that before you can watch a full episode of Gossip Girl on your laptop,you must sit through a 15-second ad for Verizon Wireless.Label and describe the model that is used in this example and reflect on why many social media users accept this practice.

The label we use to call the current version of the Internet that allows users to interact with senders is ________.

Which of the following is an example of a folksonomy?

The virtual worlds of Second Life and Web Alive are categorized under the social media space zone of:

Give an example of a medium and a vehicle within that medium that is particularly influential in your life.

The term "co-creators" is used to characterize the say that users have in what producers offer in the marketplace.

Web 2.0 is a simple,one-way communications device.