Question 1

Which media metric is indicated by the number of comments,ratings,social bookmarks,subscriptions,page views,uploads,downloads,embeds,retweets,Facebook posts,pins,and time spent with social media platforms?

Accepted Answer

A)   Buzz
B)   Interest
C)   Participation and engagement
D)   InfluenceE) A) and B)
F) B) and D)

Question 2

Barbara follows several blogs and is a frequent user of YouTube.She does not have her own website,and she almost never posts any comments on the sites she visits.She just enjoys reading and watching the content on popular sites.In this case,Barbara would be best characterized as a _____.

Accepted Answer

A)   creator
B)   spectator
C)   collector
D)   joinerE) C) and D)
F) A) and D)

Question 3

The process of identifying and assessing what is being said about a company,individual,product,or brand is called ___________.

Accepted Answer

A)   crowdsourcing
B)   social media monitoring
C)   sales promotion
D)   advertising campaignE) None of the above
F) A) and B)

Question 4

As long as the ads are not overly intrusive,most users opt to play free versions of games with ads over paid versions that do not have ads.

Accepted Answer

A) True 
 B)False

Question 5

Explain why mobile marketing has recently become so popular.

Accepted Answer

Answers will vary.There are several reas...

Question 6

Blogs with strict post length limits are called ___________.

Accepted Answer

A)   microblogs
B)   forums
C)   podcasts
D)   micromediaE) A) and C)
F) A) and B)

Question 7

Which of the following processes is used in social media monitoring?

Accepted Answer

A)   Personal selling
B)   Crowdsourcing
C)   Sentiment analysis
D)   BrandjackingE) A) and B)
F) C) and D)

Question 8

Which of the following refers to the websites that allow individuals to connect-or network-with friends,peers,and business associates?

Accepted Answer

A)   Social networking sites
B)   Media sharing sites
C)   Social news sites
D)   Review sitesE) A) and B)
F) None of the above

Question 9

The first action a marketing team should take when initiating a social media campaign is to:

Accepted Answer

A)   establish a listening platform.
B)   identify the medium for the campaign.
C)   identify potential consumers.
D)   develop a list of objectives.E) All of the above
F) A) and B)

Question 10

Which of the following is NOT true about an effective listening system?

Accepted Answer

A)   Listening is the first action to take when initiating a social media campaign.
B)   Although customers are on social media,they rarely think that a given brand is also there.
C)   Marketers must primarily hear what is being said about the brand and act upon what they hear.
D)   The ways customers rate,rank,critique,and praise a brand are important for marketers.E) C) and D)
F) A) and D)

Question 11

Which of the following refers to a publicly accessible web page that functions as an interactive journal,whereby readers can post comments on the author's entries?

Accepted Answer

A)   Blog
B)   Podcast
C)   Promotional video
D)   ForumE) B) and D)
F) All of the above

Question 12

Which of the following is a social media metric that indicates the number of likes,fans,followers,and friends; growth rates; rate of virality or pass along; and change in pass along over time?

Accepted Answer

A)   Buzz
B)   Influence
C)   Interest
D)   ParticipationE) A) and D)
F) A) and B)

Question 13

Joiners are those social media users who read blogs,listen to podcasts,watch videos,and generally consume media.

Accepted Answer

A) True 
 B)False

Question 14

With regard to social media,which statement is true of different categories of interactive media?

Accepted Answer

A)   In an interactive space,media are earned through word of mouth or online buzz.
B)   Owned media include viral videos,retweets,comments on blogs,and other forms of customer feedback.
C)   Consumers passing along brand information in the form of retweets and recommendations is an example of paid media.
D)   Earned media generated in an interactive space include display advertising and paid search words.E) B) and D)
F) A) and B)

Question 15

According to Charlene Li and Josh Bernoff of Forrester Research,inactives are people who read blogs,listen to podcasts,watch videos,and generally consume media.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is NOT true about social media?

Accepted Answer

A)   Social media are meant to be a social experience,not a marketing experience.
B)   The term social media means different things to different people.
C)   Social media have not affected the way marketers communicate with their brands.
D)   Currently,online technology,particularly social media,is being used to promote brands.E) None of the above
F) A) and B) C

Question 17

Review sites lack the scope for two-way interaction between marketers and consumers.

Accepted Answer

A) True 
 B)False  False

Question 18

Social news sites combine the fun of social networking with the utility of location-based global positioning system technology.

Accepted Answer

A) True 
 B)False

Question 19

Explain the role of social media in marketing and discuss the implications of social media for marketers.

Accepted Answer

Answers will vary.The most exciting thin...

Question 20

Marketers have found that social news sites are useful for creating conversations around relevant issues.

Accepted Answer

A) True 
 B)False  True

Exam 18: Social Media and Marketing

Which media metric is indicated by the number of comments,ratings,social bookmarks,subscriptions,page views,uploads,downloads,embeds,retweets,Facebook posts,pins,and time spent with social media platforms?

Correct AnswerverifiedShow Answer

Barbara follows several blogs and is a frequent user of YouTube.She does not have her own website,and she almost never posts any comments on the sites she visits.She just enjoys reading and watching the content on popular sites.In this case,Barbara would be best characterized as a _____.

Correct AnswerverifiedShow Answer

The process of identifying and assessing what is being said about a company,individual,product,or brand is called ___________.

Correct AnswerverifiedShow Answer

As long as the ads are not overly intrusive,most users opt to play free versions of games with ads over paid versions that do not have ads.

Correct AnswerverifiedShow Answer

Explain why mobile marketing has recently become so popular.

Correct AnswerverifiedAnswers will vary.There are several reas...View AnswerShow Answer

Blogs with strict post length limits are called ___________.

Correct AnswerverifiedShow Answer

Which of the following processes is used in social media monitoring?

Correct AnswerverifiedShow Answer

Which of the following refers to the websites that allow individuals to connect-or network-with friends,peers,and business associates?

Correct AnswerverifiedShow Answer

The first action a marketing team should take when initiating a social media campaign is to:

Correct AnswerverifiedShow Answer

Which of the following is NOT true about an effective listening system?

Correct AnswerverifiedShow Answer

Which of the following refers to a publicly accessible web page that functions as an interactive journal,whereby readers can post comments on the author's entries?

Correct AnswerverifiedShow Answer

Which of the following is a social media metric that indicates the number of likes,fans,followers,and friends; growth rates; rate of virality or pass along; and change in pass along over time?

Correct AnswerverifiedShow Answer

Joiners are those social media users who read blogs,listen to podcasts,watch videos,and generally consume media.

Correct AnswerverifiedShow Answer

With regard to social media,which statement is true of different categories of interactive media?

Correct AnswerverifiedShow Answer

According to Charlene Li and Josh Bernoff of Forrester Research,inactives are people who read blogs,listen to podcasts,watch videos,and generally consume media.

Correct AnswerverifiedShow Answer

Which of the following is NOT true about social media?

Correct AnswerverifiedC

Review sites lack the scope for two-way interaction between marketers and consumers.

Correct AnswerverifiedFalse

Social news sites combine the fun of social networking with the utility of location-based global positioning system technology.

Correct AnswerverifiedShow Answer

Explain the role of social media in marketing and discuss the implications of social media for marketers.

Correct AnswerverifiedAnswers will vary.The most exciting thin...View AnswerShow Answer

Marketers have found that social news sites are useful for creating conversations around relevant issues.

Correct AnswerverifiedTrue

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Answers will vary.There are several reas...
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C

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False

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Answers will vary.The most exciting thin...
View Answer

Correct Answer
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True