Question 1

Considering the implications that social media have for marketing products,marketers must realize that ______.

Accepted Answer

A)   interactions between marketers and customers using social media are not measurable
B)   word of mouth on social media sites spreads gradually over time
C)   a great ad campaign on social media is sufficient for successful promotion
D)   the content on social media sites can rarely be controlled by marketers

Question 2

Discuss the difference between owned media and earned media and discuss how each is relevant in an interactive space.

Accepted Answer

Answers will vary.The new communication ...

Question 3

Social commerce sites combine basic elements of e-commerce without the overwhelming distraction of social online media.

Accepted Answer

A) True 
 B)False

Question 4

Which statement is true of the outcome of crowdsourcing when using social media in marketing?

Accepted Answer

A)   The input of many people (rather than of a few experts) is leveraged to make decisions.
B)   The level of buzz created for a product rightly reflects the product's effectiveness.
C)   The criteria used for choosing the most suitable method of promoting a product is now an exact science.
D)   The factors that lead consumers to buy a product are beyond the tools of social media analytics to identify and quantify.

Question 5

Identify which statement is true of online gaming.

Accepted Answer

A)   Massive multiplayer online games attract six- to ten-year-olds.
B)   Online gaming restricts marketers from engaging with customers.
C)   Many mobile games use advertising to generate revenue for the game developers.
D)   Fantasy games are more appropriate for marketing than social and real-world-like games.

Question 6

Which of the following is a way to have a successful social media marketing plan for your company?

Accepted Answer

A)   Stick to the same social media plan that your company has always followed in the past.
B)   Post valuable content on social media to pull online customers to your company sites.
C)   Be committed to the original plan in the face of online negative reviews by customers.
D)   Allow your social media plan to deviate from the objectives and plans of the company.

Question 7

Blogs that entail shorter posts than traditional blogs are called:

Accepted Answer

A)   buzz
B)   Microblogs
C)   Noncorporate blog
D)   Corporate blog

Question 8

Which of the following is the second stage involved in creating an effective social media plan?

Accepted Answer

A)   Listen to customers.
B)   Set social media objectives.
C)   Define strategies.
D)   Identify the target audience.

Question 9

Which of the following refers to any tool or service that uses the Internet to facilitate conversations?

Accepted Answer

A)   Social media
B)   Promotional media
C)   Social commerce
D)   Traditional media

Question 10

While much of the excitement in social media has been based on websites and new technology uses,much of the growth lies in:

Accepted Answer

A)   the diminished demand for televisions.
B)   new platforms like tablets and smartphones.
C)   the division of society into economic strata.
D)   the reduced demand for crowdsourcing.

Question 11

Twitpic,Flickr,and Photobucket are all examples of:

Accepted Answer

A)   media sharing sites.
B)   corporate blogs.
C)   virtual travel sites.
D)   search engines.

Question 12

Website metrics refer to clicks,click-through rates,and percentage of traffic.

Accepted Answer

A) True 
 B)False

Question 13

Social bookmarking sites differ from social news sites in that:

Accepted Answer

A)   the objective of social bookmarking sites is to allow users to collect,save,and share interesting and valuable links.
B)   social bookmarking sites allow users to edit the stories to ensure that the information posted is accurate.
C)   users of social bookmarking sites can decide the content they want to promote on a given website by voting.
D)   social bookmarking sites allow consumers to use them as location-based social networking sites.

Question 14

In an interactive space,earned media include:

Accepted Answer

A)   display advertising.
B)   viral videos.
C)   purchased advertisements.
D)   paid search words.

Question 15

Websites that allow consumers to post,read,rate,and comment on opinions regarding all kinds of products and services are called ______________ sites.

Accepted Answer

A)   social networking
B)   media sharing
C)   social news
D)   review

Question 16

A subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services is called ___________.

Accepted Answer

A)   crowdsourcing
B)   social commerce
C)   sales promotion
D)   integrated marketing

Question 17

Because the costs are often significant and the learning curve is relatively high,not many organizations are willing to explore social media.

Accepted Answer

A) True 
 B)False

Question 18

Short message service (SMS) is different from multimedia messaging service (MMS) in that:

Accepted Answer

A)   SMS allows 960-character text messages,whereas MMS allows 160-character text messages.
B)   SMS is designed specifically for viewing pictures and navigation on mobile devices,whereas MMS does not have such features.
C)   SMS does not allow the attachment of images,videos,and ringtones to text messages,whereas MMS does.
D)   SMS does not require the Internet,whereas MMS requires the Internet to function.

Question 19

Blogs that are sponsored by a company or one of its brands and are maintained by one or more company employees are called ___________ blogs.

Accepted Answer

A)   corporate
B)   noncorporate
C)   personal
D)   unprofessional

Question 20

The benefits of social media can be easily measured.

Accepted Answer

A) True 
 B)False

Exam 18: Social Media and Marketing

While much of the excitement in social media has been based on websites and new technology uses,much of the growth lies in:

Correct AnswerverifiedShow Answer

Which statement is true of the outcome of crowdsourcing when using social media in marketing?

Correct AnswerverifiedShow Answer

Website metrics refer to clicks,click-through rates,and percentage of traffic.

Correct AnswerverifiedShow Answer

Websites that allow consumers to post,read,rate,and comment on opinions regarding all kinds of products and services are called ______________ sites.

Correct AnswerverifiedShow Answer

A subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services is called ___________.

Correct AnswerverifiedShow Answer

Which of the following is the second stage involved in creating an effective social media plan?

Correct AnswerverifiedShow Answer

In an interactive space,earned media include:

Correct AnswerverifiedShow Answer

Short message service (SMS) is different from multimedia messaging service (MMS) in that:

Correct AnswerverifiedShow Answer

Blogs that are sponsored by a company or one of its brands and are maintained by one or more company employees are called ___________ blogs.

Correct AnswerverifiedShow Answer

Social commerce sites combine basic elements of e-commerce without the overwhelming distraction of social online media.

Correct AnswerverifiedShow Answer

Which of the following refers to any tool or service that uses the Internet to facilitate conversations?

Correct AnswerverifiedShow Answer

Social bookmarking sites differ from social news sites in that:

Correct AnswerverifiedShow Answer

Which of the following is a way to have a successful social media marketing plan for your company?

Correct AnswerverifiedShow Answer

Blogs that entail shorter posts than traditional blogs are called:

Correct AnswerverifiedShow Answer

Because the costs are often significant and the learning curve is relatively high,not many organizations are willing to explore social media.

Correct AnswerverifiedShow Answer

Discuss the difference between owned media and earned media and discuss how each is relevant in an interactive space.

Correct AnswerverifiedAnswers will vary.The new communication ...View AnswerShow Answer

Considering the implications that social media have for marketing products,marketers must realize that ______.

Correct AnswerverifiedShow Answer

The benefits of social media can be easily measured.

Correct AnswerverifiedShow Answer

Identify which statement is true of online gaming.

Correct AnswerverifiedShow Answer

Twitpic,Flickr,and Photobucket are all examples of:

Correct AnswerverifiedShow Answer

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Answers will vary.The new communication ...
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