Question 1

Social media depend on mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content.

Accepted Answer

A) True 
 B)False  True

Question 2

________ is the measure of the proportion of viewers who interact with an ad or application.

Accepted Answer

A)   Unique visitors
B)   Interaction rate
C)   Actions taken
D)   Conversation-related measures
E)   Visitors' demographicsF) C) and D)
G) A) and C)

Question 3

Google's most prominent use is ________.

Accepted Answer

A)   its search engine
B)   its web-search ads
C)   its online display ads
D)   its mobile ads
E)   its video adsF) All of the above
G) B) and D)

Question 4

Identify the characteristics of effective social media campaigns.

Accepted Answer

(1) Social media campaigns must be planned together with advertising in traditional media. (2) Marketers must consider the fact that social media reaches, simultaneously, several audiences (i.e., consumers, retailers, and other parties with whom the company does business), which justifies larger advertising budgets. (3) Executives should closely examine consumers' clicks on the "like" buttons and "mine" data from their Facebook pages in order to develop new niches for their products (sometimes with partners in other product categories). (4) Bosses who Tweet personally strengthen the connections between their brands and customers. (5) Employees should be encouraged to Tweet, but guidelines for such communications must be set and monitored for compliance. However, research suggests than many CEOs resent (and even fear) using Twitter.

Question 5

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices make consumers feel good and relaxed when using the device.

Accepted Answer

A)   Monetary
B)   Hedonic
C)   Convenience
D)   Emotional
E)   SocialF) D) and E)
G) A) and D)

Question 6

________ consist of channels where consumers pass along messages about brand to one another.

Accepted Answer

A)   Paid social media
B)   Owned social media
C)   Earned social media
D)   Covert social media
E)   Exclusive social mediaF) C) and D)
G) A) and E)

Question 7

________ consist of messages sent by marketers and delivered to consumers via channels that the marketers control.

Accepted Answer

A)   Paid social media
B)   Owned social media
C)   Earned social media
D)   Covert social media
E)   Exclusive social mediaF) C) and E)
G) C) and D)

Question 8

Which media type reaches geographic, demographic and interest-focused groups with relatively precise targeting and visually high-quality ads that have high credibility, long message life, and increased exposure due to pass-along readership?

Accepted Answer

A)   television
B)   magazines
C)   radio
D)   newspapers
E)   interactive televisionF) A) and E)
G) A) and B)

Question 9

Which media type offers two-way communications between subscribers and providers of cable or satellite TV; enables marketers to send addressable ads and deploy interactivity between the sender and receiver; and enables marketers to measure the persuasive impact of their messages quickly and effectively?

Accepted Answer

A)   network television
B)   magazines
C)   radio
D)   newspapers
E)   interactive television(iTV) F) C) and D)
G) B) and C)

Question 10

A billboard with a built-in camera snapped pictures of passersby and posted them on the billboard with the notification of "Person of Interest Identified" to promote a new show on citizen-surveillance. The category of media the billboard falls into is ________.

Accepted Answer

A)   interactive television(iTV) 
B)   out of home media
C)   webisodes
D)   branded entertainment
E)   advergamesF) B) and D)
G) A) and E)

Question 11

Mobile devices provide four types of value to users. ________ value describes the characteristic that the value consumers receive for the money exceeds the value consumers receive from using non-mobile devices.

Accepted Answer

A)   Monetary
B)   Hedonic
C)   Convenience
D)   Emotional
E)   SocialF) A) and E)
G) C) and D)

Question 12

If a consumer looks up a pair of Cole Haan shoes on Rue La La's website, and then an ad promoting Cole Haan's sale follows her and shows up when she is reading her newsfeed on Facebook, the marketer is engaged in ________.

Accepted Answer

A)   segment auctions
B)   cyberstalking
C)   segment-based targeting
D)   data warehousing
E)   retargetingF) B) and C)
G) A) and B)

Question 13

Which of the following is a limitation of mobile advertising for marketers?

Accepted Answer

A)   Consumers are reluctant to receive mobile ads.
B)   Mobile ads help consumers find useful information like referrals.
C)   Ads can take the entire mobile screen; mobile screens are getting larger.
D)   Mobile marketers are experimenting with inserting ads in places consumers do not expect to see any.
E)   Banner ads are inexpensive.F) C) and D)
G) B) and E)

Question 14

Smobile (in "Smobile Web") stands for ________.

Accepted Answer

A)   solar + mobile
B)   sustainable + mobile
C)   smooth + mobile
D)   social + mobile
E)   self + mobileF) A) and C)
G) A) and B)

Question 15

Social media is only used by large, well known brands.

Accepted Answer

A) True 
 B)False

Question 16

SOCIAL MEDIA MINI CASE:	ext{SOCIAL MEDIA MINI CASE:}SOCIAL MEDIA MINI CASE:  In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team's degree of influence on Twitter?

Accepted Answer

A)   the Twitter's number of followers
B)   the number of people following the followers
C)   the frequency of updating tweets
D)   the extent to which one's tweets are reference or cited
E)   all of the above F) A) and E)
G) C) and D)

Question 17

A creative mobile promotion offered by a restaurant, which gives consumers a live video feed from its kitchen to their mobile phones, is called ________.

Accepted Answer

A)   Instagram
B)   vine voyeurism
C)   culinary voyeurism
D)   GPS video
E)   foodie videoF) C) and E)
G) A) and E)

Question 18

Which is the correct order of the steps to design effective social media campaigns?

Accepted Answer

A)   produce campaign content; define campaign objectives & strategic approaches; examine platforms and determine which ones to use; examine pricing models and set expenditures needed to achieve objectives; measure campaign effectiveness
B)   define campaign objectives & strategic approaches; examine platforms and determine which ones to use; produce campaign content; examine pricing models and set expenditures needed to achieve objectives; measure campaign effectiveness
C)   define campaign objectives & strategic approaches; examine platforms and determine which ones to use; examine pricing models and set expenditures needed to achieve objectives; produce campaign content; measure campaign effectiveness
D)   define campaign objectives & strategic approaches; examine pricing models and set expenditures needed to achieve objectives; produce campaign content; examine platforms and determine which ones to use; measure campaign effectiveness
E)   examine pricing models and set expenditures needed to achieve objectives; define campaign objectives & strategic approaches; produce campaign content; examine platforms and determine which ones to use; measure campaign effectivenessF) B) and E)
G) A) and B)

Question 19

Effective social media advertising is the result of ________.

Accepted Answer

A)   systematic planning
B)   total freedom
C)   defined character
D)   quirky novelty
E)   customer dogmatismF) B) and E)
G) C) and D) A

Question 20

Retargeting occurs when ads for specific products that consumers have pursued online follow them and show up repeatedly whenever they go online using the same computer.

Accepted Answer

A) True 
 B)False

Exam 8: From Print and Broadcast to Social Media and Mobile Advertising

Social media depend on mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content.

Correct Answer
verified
True

________ is the measure of the proportion of viewers who interact with an ad or application.

Correct Answer
verified

Google's most prominent use is ________.

Correct Answer
verified

Identify the characteristics of effective social media campaigns.

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices make consumers feel good and relaxed when using the device.

Correct Answer
verified

________ consist of channels where consumers pass along messages about brand to one another.

Correct Answer
verified

________ consist of messages sent by marketers and delivered to consumers via channels that the marketers control.

Correct Answer
verified

Which media type reaches geographic, demographic and interest-focused groups with relatively precise targeting and visually high-quality ads that have high credibility, long message life, and increased exposure due to pass-along readership?

Correct Answer
verified

Correct Answer
verified

A billboard with a built-in camera snapped pictures of passersby and posted them on the billboard with the notification of "Person of Interest Identified" to promote a new show on citizen-surveillance. The category of media the billboard falls into is ________.

Correct Answer
verified

Mobile devices provide four types of value to users. ________ value describes the characteristic that the value consumers receive for the money exceeds the value consumers receive from using non-mobile devices.

Correct Answer
verified

If a consumer looks up a pair of Cole Haan shoes on Rue La La's website, and then an ad promoting Cole Haan's sale follows her and shows up when she is reading her newsfeed on Facebook, the marketer is engaged in ________.

Correct Answer
verified

Which of the following is a limitation of mobile advertising for marketers?

Correct Answer
verified

Smobile (in "Smobile Web") stands for ________.

Correct Answer
verified

Social media is only used by large, well known brands.

Correct Answer
verified

Correct Answer
verified

A creative mobile promotion offered by a restaurant, which gives consumers a live video feed from its kitchen to their mobile phones, is called ________.

Correct Answer
verified

Which is the correct order of the steps to design effective social media campaigns?

Correct Answer
verified

Effective social media advertising is the result of ________.

Correct Answer
verified
A

Retargeting occurs when ads for specific products that consumers have pursued online follow them and show up repeatedly whenever they go online using the same computer.

Correct Answer
verified

Exam 8: From Print and Broadcast to Social Media and Mobile Advertising

Social media depend on mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content.

Correct AnswerverifiedTrue

________ is the measure of the proportion of viewers who interact with an ad or application.

Correct AnswerverifiedShow Answer

Google's most prominent use is ________.

Correct AnswerverifiedShow Answer

Identify the characteristics of effective social media campaigns.

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices make consumers feel good and relaxed when using the device.

Correct AnswerverifiedShow Answer

________ consist of channels where consumers pass along messages about brand to one another.

Correct AnswerverifiedShow Answer

________ consist of messages sent by marketers and delivered to consumers via channels that the marketers control.

Correct AnswerverifiedShow Answer

Which media type reaches geographic, demographic and interest-focused groups with relatively precise targeting and visually high-quality ads that have high credibility, long message life, and increased exposure due to pass-along readership?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A billboard with a built-in camera snapped pictures of passersby and posted them on the billboard with the notification of "Person of Interest Identified" to promote a new show on citizen-surveillance. The category of media the billboard falls into is ________.

Correct AnswerverifiedShow Answer

Mobile devices provide four types of value to users. ________ value describes the characteristic that the value consumers receive for the money exceeds the value consumers receive from using non-mobile devices.

Correct AnswerverifiedShow Answer

If a consumer looks up a pair of Cole Haan shoes on Rue La La's website, and then an ad promoting Cole Haan's sale follows her and shows up when she is reading her newsfeed on Facebook, the marketer is engaged in ________.

Correct AnswerverifiedShow Answer

Which of the following is a limitation of mobile advertising for marketers?

Correct AnswerverifiedShow Answer

Smobile (in "Smobile Web") stands for ________.

Correct AnswerverifiedShow Answer

Social media is only used by large, well known brands.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A creative mobile promotion offered by a restaurant, which gives consumers a live video feed from its kitchen to their mobile phones, is called ________.

Correct AnswerverifiedShow Answer

Which is the correct order of the steps to design effective social media campaigns?

Correct AnswerverifiedShow Answer

Effective social media advertising is the result of ________.

Correct AnswerverifiedA

Retargeting occurs when ads for specific products that consumers have pursued online follow them and show up repeatedly whenever they go online using the same computer.

Correct AnswerverifiedShow Answer

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