Question 1

Marla, a 55-year-old woman, needs to move out of town. She wants to connect with some of her old school friends and stay in touch with her ex-colleagues. In this case, which of the following is Marla most likely to use for this purpose?

Accepted Answer

A)  SoundCloud
B)  YouTube
C)  Facebook
D)  Flickr C

Question 2

The benefits of social media can be easily measured.

Accepted Answer

A) True 
 B)False

Question 3

Buzz, a social media metric, is based on:

Accepted Answer

A)  the number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds, retweets, Facebook posts, pins, and time spent with social media platform.
B)  posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day.
C)  the number of likes, fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time.
D)  media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based on social graphs. B

Question 4

Facebook is by far the largest social network for gaming.

Accepted Answer

A) True 
 B)False

Question 5

Explain the role of social media in marketing.

Accepted Answer

Answers will vary. Social media have cha...

Question 6

In an interactive space, earned media include:

Accepted Answer

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

Question 7

Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products. Given this information, which of the following is true of Magnira Corp.?

Accepted Answer

A)  It should not disclose the prices of its products and services to the public.
B)  Its pages are subject to search engine indexing.
C)  It is restricted from communicating directly with stakeholders due to risks of hacking.
D)  Its pages are displayed in the form of individual profiles.

Question 8

Which of the following statements is true of advertising in social media?

Accepted Answer

A)  Social media marketing is popular because it is free of cost.
B)  Social media marketing is less effective for services than products.
C)  Social media mostly focus on deepening relationships with customers.
D)  Social media lacks the effectiveness of word of mouth advertising.

Question 9

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 10

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

Accepted Answer

A)  conversationalists
B)  inactives
C)  critics
D)  spectators

Question 11

Wennel Inc., a fashion designing company, organizes an online contest. Participants need to design outfits for women. The designs are to be posted on a social media website where members can vote and provide feedback. Based on the votes, Wennel Inc. would announce the winner and also offer a job at its firm. In this scenario, Wennel Inc. is involved in _____.

Accepted Answer

A)  brandjacking
B)  tagging
C)  blogging
D)  crowdsourcing

Question 12

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 13

Distinguish between owned media and earned media with examples.

Accepted Answer

Answers will vary. The purpose of owned ...

Question 14

While much of the excitement in social media has been based on website 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 15

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

Accepted Answer

A) True 
 B)False

Question 16

Explain how virtual worlds and online gaming help marketers to engage with customers.

Accepted Answer

Answers will vary. Online gaming present...

Question 17

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 18

MirrorSense is a social networking site which allows members to write their views and opinions about various products, services, social issues etc. However, members on this website can write no more than 140 characters. In this case, MirrorSense is a(n)  _____.

Accepted Answer

A)  e-commerce site
B)  search engine
C)  e-magazine
D)  microblog D

Question 19

Social media measurements are meaningless unless:

Accepted Answer

A)  they dismiss return on investment.
B)  they ignore investment per fan and follower.
C)  they ignore the rate of accumulation.
D)  they are tied to key performance indicators.

Question 20

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

Accepted Answer

A)  to establish a listening platform.
B)  to identify the medium for the campaign.
C)  to identify potential consumers.
D)  to develop a list of objectives.

Exam 18: Social Media and Marketing

Marla, a 55-year-old woman, needs to move out of town. She wants to connect with some of her old school friends and stay in touch with her ex-colleagues. In this case, which of the following is Marla most likely to use for this purpose?

Correct Answer
verified
C

The benefits of social media can be easily measured.

Correct Answer
verified

Buzz, a social media metric, is based on:

Correct Answer
verified
B

Facebook is by far the largest social network for gaming.

Correct Answer
verified

Explain the role of social media in marketing.

Correct Answer
verified
Answers will vary. Social media have cha...
View Answer

In an interactive space, earned media include:

Correct Answer
verified

Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products. Given this information, which of the following is true of Magnira Corp.?

Correct Answer
verified

Which of the following statements is true of advertising in social media?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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 Answer
verified

Distinguish between owned media and earned media with examples.

Correct Answer
verified
Answers will vary. The purpose of owned ...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

Explain how virtual worlds and online gaming help marketers to engage with customers.

Correct Answer
verified
Answers will vary. Online gaming present...
View Answer

Twitpic, Flickr, and Photobucket are all examples of:

Correct Answer
verified

MirrorSense is a social networking site which allows members to write their views and opinions about various products, services, social issues etc. However, members on this website can write no more than 140 characters. In this case, MirrorSense is a(n) _____.

Correct Answer
verified
D

Social media measurements are meaningless unless:

Correct Answer
verified

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

Correct Answer
verified

Exam 18: Social Media and Marketing

Marla, a 55-year-old woman, needs to move out of town. She wants to connect with some of her old school friends and stay in touch with her ex-colleagues. In this case, which of the following is Marla most likely to use for this purpose?

Correct AnswerverifiedC

The benefits of social media can be easily measured.

Correct AnswerverifiedShow Answer

Buzz, a social media metric, is based on:

Correct AnswerverifiedB

Facebook is by far the largest social network for gaming.

Correct AnswerverifiedShow Answer

Explain the role of social media in marketing.

Correct AnswerverifiedAnswers will vary. Social media have cha...View AnswerShow Answer

In an interactive space, earned media include:

Correct AnswerverifiedShow Answer

Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products. Given this information, which of the following is true of Magnira Corp.?

Correct AnswerverifiedShow Answer

Which of the following statements is true of advertising in social media?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Distinguish between owned media and earned media with examples.

Correct AnswerverifiedAnswers will vary. The purpose of owned ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Explain how virtual worlds and online gaming help marketers to engage with customers.

Correct AnswerverifiedAnswers will vary. Online gaming present...View AnswerShow Answer

Twitpic, Flickr, and Photobucket are all examples of:

Correct AnswerverifiedShow Answer

MirrorSense is a social networking site which allows members to write their views and opinions about various products, services, social issues etc. However, members on this website can write no more than 140 characters. In this case, MirrorSense is a(n) _____.

Correct AnswerverifiedD

Social media measurements are meaningless unless:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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C

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B

Correct Answer
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Answers will vary. Social media have cha...
View Answer

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Answers will vary. The purpose of owned ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Answers will vary. Online gaming present...
View Answer

Correct Answer
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D

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