Q&A Hero

Q: Approximately 42 percent of online consumers use multiple social networking sites.

Q: Overall, males utilize social media more than females.

Q: The most popular topics featured on Pinterest are: A) fashion and food. B) sports and exercise. C) hobbies and special events. D) video ads and funny personal photos.

Q: The bulletin-board style social networking site with over 70 million users is: A) Facebook. B) Instagram. C) Pinterest. D) Twitter.

Q: The most popular marketing tactics being used by brands with Instagram are: A) encouraging consumers to upload, share, or like personal photos wearing or displaying the brand. B) offering coupons, contests, and sweepstakes. C) offering contests and using crowdsourcing of photos and videos. D) offering prizes for liking photos or videos and linking photos or videos displaying the brand to the brand's website.

Q: An attractive feature of Instagram is that users tend to be: A) highly educated with incomes above $100,000. B) young and male. C) young and primarily of a minority race. D) young, wealthy, and female.

Q: The mobile photo and video sharing network owned by Facebook with over 200 million users is: A) Facebook. B) Instagram. C) Pinterest. D) Twitter.

Q: Mandy has a reputation of being an excellent beautician. As a result, L'Oreal has offered to be an active sponsor of the videos she has created and posted to YouTube. This is an example of the consumer video sharing trend of: A) consumer created branded videos. B) video reviews of products. C) consumer created how-to videos. D) consumer re-creation of advertisements.

Q: Annie loves Kate Spade fashions and has created a video showing off some of the Kate Spade clothes she has purchased. Posting this video to YouTube is an example of which consumer video sharing trend? A) Uploading of broadcast and internet ads B) Video reviews of products C) Consumer created how-to videos D) Consumer re-creation of advertisements

Q: A current trend on YouTube is video reviews of brands. Most are made by positive and passionate fans raving about the brand. For Covergirl and Revlon, what percent of videos that mention the brand are fan-created videos? A) 66 percent B) 77 percent C) 88 percent D) 99 percent

Q: Current trends in consumer video sharing include all of the following except: A) creating consumer-produced how-to videos. B) uploading professional sporting events. C) capturing real-time events. D) creating branded videos.

Q: Current trends in consumer video sharing include all of the following except: A) uploading broadcast ads. B) video reviews of products. C) video blogging. D) consumer re-creation of advertisements.

Q: If Comcast wants to reach minorities, especially African-Americans and Hispanics, the best social media networking site is: A) Facebook. B) Instagram. C) Pinterest. D) Twitter.

Q: Which social media network limits messages to 140 characters? A) Facebook B) Instagram C) Pinterest D) Twitter

Q: Compared to Twitter, Facebook is more effective for advertising because Facebook generates: A) more shares, more site traffic, and more new customers than Twitter. B) more posts, likes, and shares than Twitter. C) younger, more affluent users than Twitter. D) greater brand awareness than Twitter.

Q: Despite its changing demographics, Facebook remains an attractive social media network for advertisers because: A) a large percentage of users share details of their lives on a daily basis. B) the number of individuals 55 or older has increased 80 percent. C) most users examine content on Facebook daily and make comments on photos or posts. D) Facebook now has 1.2 billion users worldwide.

Q: All of the following statements about Facebook are true except: A) number of teens on Facebook has declined over 25 percent in the last 3 years. B) number of individuals 55 or older has increased 80 percent. C) Facebook generates about $1 billion in advertising revenue. D) Facebook has over 1.2 billion users worldwide.

Q: Primary Instagram users tend to have all of the following demographic characteristics except: A) ages 18 to 29. B) Caucasian. C) urban resident. D) female.

Q: Primary Pinterest users tend to have all of the following demographic characteristics except: A) under 50 years of age. B) African American. C) some college. D) female.

Q: Primary Twitter users tend to have all of the following demographic characteristics except: A) ages 18 to 29. B) African American. C) urban resident. D) female.

Q: Approximately two-thirds of internet users have a profile on: A) Facebook. B) Twitter. C) Instagram. D) Pinterest.

Q: Identify the major categories of social networks and describe each.

Q: Explain the differences in the terms social media, social network, and social media marketing.

Q: If a brand wants to target females over 50 years of age that have some college, the best social media networking site would be Pinterest.

Q: Dating websites would be considered a general social networking site since they can appeal to any demographic profile.

Q: Niche social networking sites are broadly focused and are designed to appeal to all demographics, regardless of gender, age, race, income or education.

Q: Social media marketing is the utilization of social media and/or social networks to market a product, company, or brand.

Q: Social media is any digital tool or venue that allows individuals to socialize on the web or in person.

Q: Wholly Guacamole built its brand name and sales by leveraging social media and building an effective direct response marketing program.

Q: Skip actively participates in hunting and fishing social networks. These networking sites would be considered ________ sites. A) social bookmarking B) niche social networking C) social communication D) general social networking

Q: Facebook would be classified as a ________ site. A) social bookmarking B) niche social networking C) social communication D) general social networking

Q: Social bookmarking sites: A) focus on a specific interest, hobby, or demographic group. B) are broadly based and are designed to appeal to all demographics. C) focus on developing business relationships. D) allow individuals to share bookmarks of websites.

Q: Niche social networking sites: A) focus on a specific interest, hobby, or demographic group. B) are broadly based and are designed to appeal to all demographics. C) focus on developing business relationships. D) allow individuals to share bookmarks of websites.

Q: General social networking sites: A) focus on a specific interest, hobby, or demographic group. B) are broadly based and are designed to appeal to all demographics. C) focus on developing business relationships. D) allow individuals to share bookmarks of websites.

Q: Any digital tool or venue that allows individuals to socialize on the web is: A) social media marketing. B) social media. C) a social network. D) social bookmarking.

Q: A social structure of individuals and/or organizations that are tied together in some manner is: A) social media marketing. B) social media. C) a social network. D) social bookmarking.

Q: The utilization of social media and/or social networks to market a product, company, or brand is: A) social media marketing. B) social media. C) a social network. D) social bookmarking.

Q: Social media marketing is: A) the utilization of social media and/or social networks to market a product, company, or brand. B) a social structure of individuals and/or organizations that are tied together in some manner. C) a website that focuses on a specific interest, hobby, or demographic group. D) any digital tool or venue that allows individuals to socialize on the web.

Q: A social network is: A) the utilization of social media and/or social networks to market a product, company, or brand. B) a social structure of individuals and/or organizations that are tied together in some manner. C) a website that focuses on a specific interest, hobby, or demographic group. D) any digital tool or venue that allows individuals to socialize on the web.

Q: Social media is: A) the utilization of social media and/or social networks to market a product, company, or brand. B) a social structure of individuals and/or organizations that are tied together in some manner. C) a website that focuses on a specific interest, hobby, or demographic group. D) any digital tool or venue that allows individuals to socialize on the web.

Q: Social media marketing campaigns designed for global markets face challenges due to language differences, social norms, and technology differences.

Q: Most Facebook users are located within the United States.

Q: Issues faced in implementing an international social media marketing campaign include all of the following except: A) language. B) social norms. C) technology. D) employees.

Q: Identify and define social media metrics being used to evaluate social media marketing programs.

Q: Cookies on computers allow a brand to track how many individuals arrive at a brand's website from social media networks versus other website pages.

Q: Retweets on Twitter are important to brands because they represent word-of-mouth recommendations from one person to others.

Q: In growing revenue and building brand loyalty through Facebook, "likes" is more important than "shares."

Q: Getting "likes" on Facebook is important because it almost always translates into sales.

Q: Reach is an important social media metric for a brand since it tells a firm how many fans, friends, and followers the brand has as well as whether those fans are active or passive.

Q: Brands do not need to respond to positive brand buzz, but should immediately respond to any negative mentions in social media.

Q: Sentiment is important because it can measure how negative or positive a brand buzz score is.

Q: A media planner's job is to purchase space as well as to negotiate rates, times, and schedules for ads.

Q: Media planning now drives much of the strategic planning process as advertising and marketing campaigns are developed.

Q: Power has recently shifted and creatives now hold more power than media planners and buyers in many advertising agencies.

Q: Part of a media planner's job is to gather facts about various media.

Q: A media buyer formulates a media program stating where and when to place advertisements.

Q: A media strategy, media schedule, justification, and summary are components of a media planning strategy.

Q: An advertising analysis is a comprehensive review of a company's fundamental marketing program.

Q: A marketing analysis is a comprehensive review of a company's advertising campaigns.

Q: Media planning begins with a careful analysis of the competition.

Q: A spot ad is: A) a one-time placement of an ad on a local television station. B) one that is placed in a specific location in an ad sequence. C) the placement of an ad series on a specific television show. D) a one-time placement of an ad in a magazine or other print media.

Q: Effectiveness in buying media time and space is dependent on each of the following factors except: A) agency culture and track record. B) relationship between the agency and the medium's sales representative. C) size of the agency. D) creativity of the media buyer.

Q: What is the relationship between the size of an ad agency and the price it pays for spots on television or radio? A) The bigger the company, the more that will be paid for advertising. B) The bigger the company, the less that will be paid for advertising. C) Medium-sized companies get the best deal. D) There is no consistent relationship.

Q: The individual that negotiates rates for out-of-home space and in magazine ads is the: A) creative. B) media planner. C) media buyer. D) client.

Q: Declining sales led the producers of S.O.S. scrubbing pads to advertise in women's magazines. The person most likely to provide this suggestion would be the: A) creative. B) media planner. C) media buyer. D) client.

Q: Conducting research that matches the product to the media and the target market is the primary task of the: A) creative. B) media planner. C) media buyer. D) client company.

Q: The issue of accountability for advertising results combined with the need to create a "return on investment" of marketing dollars had led to an increase in power to the: A) creative side of the agency. B) account side of the agency. C) media planning and buying side of agencies. D) client.

Q: The ________ formulates a plan as to where and when ads should run. A) creative B) media planner C) media buyer D) client

Q: The part of the media plan that states measures of goal achievements and the rationale for choices is the: A) marketing analysis. B) advertising analysis. C) media strategy. D) justification and summary.

Q: The part of the media plan that notes when and where ads will appear is the: A) marketing analysis. B) advertising analysis. C) media strategy. D) media schedule.

Q: The part of the media plan that spells out the media to be used and creative considerations is the: A) marketing analysis. B) advertising analysis. C) media strategy. D) media mix.

Q: The part of the media plan that reviews the fundamental marketing program is a(n): A) marketing analysis. B) advertising analysis. C) media strategy. D) media mix.

Q: Describe the roles of the media planner and the media buyer.

Q: Identify the components of a media plan.

Q: Account executives and media buyers face stronger demands for results and accountability for expenditures on advertising.

Q: Client budgets for advertising have exceeded the increase in the costs of advertising time and space.

Q: A media strategy is the process of analyzing and choosing media for an advertising and promotions campaign.

Q: Successful marketing involves identifying target markets and the right media to reach the members of those markets.

Q: A media strategy is the process of: A) investigating the media usage of a product's target market. B) analyzing and choosing media for an advertising and promotions campaign. C) selecting the outlets of each media that will be used for an advertising campaign. D) choosing the proper appeal, message, strategy, and execution.

Q: While many tactics used to develop advertising campaigns in the United States apply to international advertising, differences do exist in terms of the nature of the target market, media preferences, and the processes used to buy media time and space.