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Q:
If a company wants to learn what consumers truly think about its brands, the place where the most honest comments and postings will be found is:
A) a branded blog created by the brand.
B) a blog that is sponsored by the brand.
C) an individual's blog that has no affiliation with any brand.
D) a blog that is sponsored, but by a different company.
Q:
The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is:
A) a branded blog created by the brand.
B) a blog that is sponsored by the brand.
C) an individual's blog that has no affiliation with any brand.
D) a blog that is sponsored, but by a different company.
Q:
The type of blog that offers a brand the least control over posted content as well as visitor comments is:
A) a branded blog created by the brand.
B) a blog that is sponsored by the brand.
C) an individual's blog that has no affiliation with any brand.
D) a blog that is sponsored, but by a different company.
Q:
The new Federal Trade Commission ruling that blogs sponsored by individuals must openly state they are being sponsored refers to which type of blog?
A) A branded blog created by a brand
B) A blog that is sponsored by a brand
C) An individual's blog that has no affiliation with any brand
D) Any type of blog where a brand name is mentioned
Q:
The primary disadvantage of a company deleting negative comments on its branded blog is it:
A) encourages more negative comments by consumers.
B) destroys the blog's credibility with consumers.
C) usually results in a large number of negative comments on social media networks.
D) stimulates individual blogs designed to destroy the brand.
Q:
The type of blog that offers a brand the most control over posted content as well as visitor comments is:
A) a branded blog created by the brand.
B) a blog that is sponsored by the brand.
C) an individual's blog that has no affiliation with any brand.
D) a blog that is sponsored, but by a different company.
Q:
A company-sponsored blog can provide all of the following benefits except:
A) it can ease a shopper's fear about purchasing from a particular company.
B) the comments on the blog give individuals an idea of how the company treats its customers.
C) individuals can post any type of negative comments without fear it will be deleted.
D) the blog can provide a means for the company to release information.
Q:
All of the following statements are true about blogs except:
A) blogs are often tied in with viral marketing campaigns.
B) blogs have been created on a wide range of topics.
C) some blogs permit visitors to post comments, others do not.
D) blogs are a powerful means of spreading word-of-mouth communications about a product.
Q:
During a recent blizzard, Starbuck's sent messages on Facebook and Twitter that focused on a warm cup of coffee. This is an example of the social media strategy of:
A) content seeding.
B) viral marketing.
C) consumer-generated reviews.
D) real-time marketing.
Q:
Because of a litigious society, brands wanting to be involved in real-time marketing must:
A) develop policies and rules prior to live events that govern real-time marketing messages.
B) develop only viral marketing messages that are initiated by a consumer or fan posting on social media.
C) have all message approved by the brand's legal team prior to a live event.
D) develop upfront strategic planning prior to the assembling of war rooms during a live event.
Q:
Effective real-time marketing requires:
A) an unusual occurrence during a live event that results in fans engaging social media interactions.
B) viral marketing strategies be developed and seeded just minutes before a live event.
C) marketing messages be created and approved by a brand's legal team prior to live events.
D) upfront strategic planning prior to the assembling of war rooms during a live event.
Q:
The success of Oreos during the 2013 Super Bowl game led to:
A) viral marketing campaigns created prior to live events, but launched during live events.
B) the creation of interactive blogs that engage fans of a sporting event.
C) the creation of war rooms during live events to create and execute instant marketing messages.
D) content seeding strategies employed just prior to and during live sporting events.
Q:
The concept of real-time marketing within social media originated with:
A) the war room assembled by Adobe during the 2014 Super Bowl game.
B) Oreo cookies during the blackout in the 2013 Super Bowl game.
C) Starbuck's tweet offers during a Northeast blizzard in 2013.
D) McDonald's tracking of 3 million conversations each month and deploying strategic response messages.
Q:
The creation and execution of instantaneous marketing messages in response to or in conjunction with occurrences in live events is:
A) content seeding.
B) viral marketing.
C) consumer-generated reviews.
D) real-time marketing.
Q:
Adrienne noticed that sharing a message about a new Louis Vuitton fashion show with her friends allowed her to see some of the new fashions before the show took place. This type of content seeding is an example of:
A) a value-added incentive.
B) a financial incentive.
C) creating a brand advocate.
D) a contest.
Q:
Because of the competitive nature of most people, an excellent content seeding program that takes advantage of this human trait is to offer:
A) value-added incentives.
B) financial incentives.
C) something exclusive that makes the person feel special.
D) a contest.
Q:
The most frequently used incentives in content seeding programs are:
A) value-added incentives.
B) financial incentives.
C) exclusive offers.
D) contests or sweepstakes.
Q:
Providing incentives for consumers to share content about a brand is:
A) content seeding.
B) viral marketing.
C) consumer-generated reviews.
D) real-time marketing.
Q:
Social media strategies currently used by brands include all of the following except:
A) content seeding.
B) interactive blogs.
C) lifestyle marketing.
D) real-time marketing.
Q:
Social media strategies currently used by brands include all of the following except:
A) content seeding.
B) direct response marketing.
C) viral marketing.
D) consumer-generated reviews.
Q:
Discuss the reasons brands engage in social listening.
Q:
Why are brands engaging in social media marketing?
Q:
Social media provides a unique venue for brands to connect with loyal customers while at the same time influencing other consumers.
Q:
A Coca-Cola study found a positive relationship between social buzz and sales of the brand.
Q:
While social media marketing can increase sales and build brand loyalty, the primary objective for social media marketing should be to engage fans with the brand.
Q:
For some brands, increasing sales and building brand loyalty can be primary objectives of a social media marketing campaign.
Q:
In recruiting brand advocates through social listening, the most critical characteristic is an emotional connection to the brand.
Q:
If a fan makes raving positive comments about a brand in social media, that fan should be recruited as a brand advocate.
Q:
Brand advocates need to display a commitment to the brand either by their purchases of the brand or their emotional connection to the brand. Both are not necessary.
Q:
It has been estimated that about 20 percent of a brand's fans generate about 80 percent of a brand's social buzz.
Q:
Through listening to social buzz, companies can detect patterns or shifts in consumer views, but cannot determine societal trends that may be occurring.
Q:
In social listening, just counting the number of times a brand is mentioned does not tell the whole story. The sentiment of those mentions, whether positive or negative is also important.
Q:
Social listening can be an excellent source of ideas for branded content pages.
Q:
The negative reaction to the Cheerios ad featuring a mixed-race couple illustrates the importance of social listening.
Q:
In listening to social chatter, brands should consider only the positive comments.
Q:
While social listening is important because it gives brands an idea of what people think, brands must be careful, however, because consumers are hesitant about speaking how they really feel on social media networks.
Q:
Most search engines examine the number of brand mentions in social media.
Q:
If the content or comments made in social media about a brand match the search terms used by consumers, the quality of those interactions examined by search engine algorithms is increased.
Q:
Mentions of the brand name in social media will automatically boost organic search rankings.
Q:
If consumers express a low level of satisfaction with a brand's social media communications, it will negatively impact their desire to purchase the brand.
Q:
For social media to enhance a brand's image it must provide solutions, useful information, and product insights.
Q:
Customer interactions on social media is important to brands because what customers say about a brand carries more weight than what a brand says about itself.
Q:
Giving away free merchandise or using other promotional incentives is always needed to engage fans through social media.
Q:
In terms of social media marketing, most brands utilize a single social media network.
Q:
Based on studies by Coca-Cola and McKinsey & Co, which statement about the impact of social media is true?
A) Positive social media may not cause a sales increase, but negative social media causes a sales decline.
B) Social media does not have any impact on sales.
C) The amount of social media mentions has an impact on sales.
D) Social media sentiment does not impact sales, but social media mentions does impact sales.
Q:
Social media marketing should not have as its primary objectives to:
A) gather customer intelligence and improve search rankings.
B) increase web traffic and generate leads.
C) engage fans and increase brand exposure.
D) increase sales and build brand loyalty.
Q:
Although brand advocates need to exhibit emotional and behavioral commitment to the brand, to be useful to marketers brand advocates need to exhibit the characteristic of:
A) having followers on their social network pages.
B) membership in multiple social networking sites.
C) quality communication skills.
D) creating a high number of likes and shares on sites they visit.
Q:
Adam patronizes Subway almost weekly and often makes comments on Twitter about his visits. Adam's patronage of Subway illustrates the brand advocate characteristic of:
A) behavioral commitment.
B) member of multiple social networking sites.
C) quality communication skills.
D) emotional connection to the brand.
Q:
Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of:
A) behavioral commitment.
B) member of multiple social networking sites.
C) quality communication skills.
D) emotional connection to the brand.
Q:
Brand advocates exhibit all of the following characteristics except:
A) behavioral commitment.
B) member of multiple social networking sites.
C) quality communication skills.
D) emotional connection to the brand.
Q:
EngageSciences estimates ________ percent of a brand's fans generate nearly the entire social buzz about the brand.
A) 4.7
B) 8.3
C) 13.6
D) 20
Q:
Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a burst quotient that indicates:
A) the level of positive or negative chatter.
B) the relative number of brand mentions compared to the category leader.
C) how quickly a brand needs to respond to a trend occurring in society.
D) the level of negative chatter so brands can determine if they should react.
Q:
Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a sentiment score that indicates:
A) the level of positive or negative chatter.
B) the relative number of brand mentions compared to the category leader.
C) how quickly a brand needs to respond to a trend occurring in society.
D) the level of negative chatter so brands can determine if they should react.
Q:
Functions of social listening include all of the following except:
A) react to negative comments.
B) gather topics for branded content.
C) detect patterns or shifts in views of consumers.
D) generate sales leads.
Q:
Functions of social listening include all of the following except:
A) identify brand advocates.
B) predict trends.
C) improve search rankings on search engines.
D) detect problems with the product.
Q:
After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills:
A) disabled the comment feature on YouTube, but left the video on YouTube.
B) removed the ad from YouTube.
C) conducted a focus group to determine if the views represented the majority of Americans or it was views of a small minority.
D) modified the female in the ad so the couple was of the same race.
Q:
Social listening by brands is important because it:
A) provides insights into what individuals think about the brand.
B) provides a mechanism for brands to react to negative comments.
C) offers two-way communications, which enhance a brand's image.
D) increases brand exposure and engages fans with the brand.
Q:
Social media can improve search rankings on search engines in the following ways except having:
A) the name of the brand mentioned frequently in social media.
B) brand pages on multiple social media networks.
C) content about the brand closely fit search terms.
D) comments made by individuals about a brand fit closely to search terms.
Q:
Using social media to engage females with the Hooter's brand was a wise strategic decision because:
A) it offers two-way communication while advertising is one-way communication.
B) social media is better for enhancing brand image than advertising.
C) social media provides a means to support giveaways and consumer promotions.
D) overall, females are heavier users of social media than males.
Q:
Customer comments about a brand on social media are especially beneficial to brands because they:
A) increase brand exposure.
B) allow fans to engage with a brand.
C) provide word-of-mouth endorsements for the brand.
D) generate leads and increases sales.
Q:
The two frequently reported reasons for brands to develop a social media marketing campaign are to:
A) generate leads and increase sales.
B) engage fans and increase brand exposure.
C) improve search rankings and gather customer intelligence.
D) provide an avenue for customer interaction and enhance brand image.
Q:
Give a broad overview of YouTube. Identify current trends in consumer video sharing.
Q:
Give a broad overview of Twitter and its appeal to marketers.
Q:
Give a broad overview of Facebook and its appeal to marketers.
Q:
Approximately 70 percent of Pinterest users are male.
Q:
The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos.
Q:
One reason marketers like Instagram is that users tend to be young, wealthy, and primarily male.
Q:
Instagram is a mobile photo and video sharing social network with over 200 million users with 60 percent visiting the site daily.
Q:
Rather than access a brand's website or contact technical support, many consumers go to YouTube to see videos on how to use a product or repair it.
Q:
In terms of videos posted to YouTube, consumer-produced videos exceed company or brand produced materials.
Q:
When consumers re-post television or internet ads they have seen to YouTube, in most cases it is ads they do not like.
Q:
While a large number of consumers post videos on YouTube, few consumers have their own YouTube channel.
Q:
By 2017 experts believe YouTube will have more views, likes, and shares than either Facebook or Twitter.
Q:
Twitter is not a good social networking site for small businesses due to the limited number of characters that can be inserted in each tweet.
Q:
Twitter is a good way for businesses to learn what consumers are saying about their business.
Q:
While Facebook has a large number of users, only 10 percent update their status daily and only 15 percent make comments once a day or more.
Q:
The number of teens using Facebook is currently declining while the number of individuals 55 years old or older is steadily increasing.
Q:
Instagram presents the largest source of display ads of all social networks.
Q:
Facebook now has over one billion users worldwide.
Q:
If a brand wants to target African-Americans through social media, a good social networking site to use would be Twitter.