Question 1

What is the advantage of using social media for advertising and marketing?

Accepted Answer

Social media brings a new element into advertising and marketing-the human element. When a company or a brand engages in social media it must use people to administer their profiles in different communities. This means that the consumer knows that they can connect with actual people from a company in real time, not an anonymous website. The effect is that a relationship is started between consumer and brand that, hopefully, elevates the perception of the company as an authority in the area that they are selling their products or services. The subsequent increase in brand favorability increases the likelihood of a sales increase too. This is what most companies strive for when planning social media into the media mix. However, building authority is not as easy to accomplish, as it is to describe.

Question 2

Mobile-based technology that is used for interactive communication is not included under social media.

Accepted Answer

A) True 
 B)False  False

Question 3

Raymond visits a restaurant and is impressed by its continental menu. He promotes this restaurant by recommending it to his friends. This is an example of:

Accepted Answer

A) affiliate marketing. 
B) rich-media advertising. 
C) sponsored marketing. 
D) behavioral targeting. 
E) word of mouth marketing. 
A) affiliate marketing. 
B) rich-media advertising. 
C) sponsored marketing. 
D) behavioral targeting. 
E) word of mouth marketing. E

Question 4

In the context of customer service in social media, being helpful is a very powerful mechanism for a company to engender trust and loyalty within a customer base.

Accepted Answer

A) True 
 B)False

Question 5

In traditional media the consumption is inherently active.

Accepted Answer

A) True 
 B)False

Question 6

Who are the users of social media?

Accepted Answer

Social media are the fastest growing med

Question 7

According to the Forrester Research, in the year 2012, the amount of advertising spent on _____ has been the highest.

Accepted Answer

A) mobile marketing 
B) social media 
C) email marketing 
D) display advertising 
E) search marketing 
A) mobile marketing 
B) social media 
C) email marketing 
D) display advertising 
E) search marketing

Question 8

"Social media is more labor- and resource-intensive as compared to traditional media." Cite an advantage of this equation.

Accepted Answer

Social media is more labor- an

Question 9

Social media brings the human element into advertising and marketing.

Accepted Answer

A) True 
 B)False

Question 10

According to Kaplan and Haenlein, Wikipedia is a typical example of a(n):

Accepted Answer

A) blog. 
B) microblog. 
C) collaborative project. 
D) traditional media. 
E) email. 
A) blog. 
B) microblog. 
C) collaborative project. 
D) traditional media. 
E) email.

Question 11

Social bookmarking has recently gained popularity for sharing content on the Web.

Accepted Answer

A) True 
 B)False

Question 12

WordPress is an example of a(n):

Accepted Answer

A) global positioning system. 
B) blog content management systems. 
C) third-party ad servers. 
D) classified ad Web site. 
E) affiliate marketing program. 
A) global positioning system. 
B) blog content management systems. 
C) third-party ad servers. 
D) classified ad Web site. 
E) affiliate marketing program.

Question 13

Social ads differ from search ads in that social ads:

Accepted Answer

A) are not text-based. 
B) are more effective in terms of click-through performance. 
C) do not allow the use of graphics. 
D) lack the human element. 
E) are not as expensive. 
A) are not text-based. 
B) are more effective in terms of click-through performance. 
C) do not allow the use of graphics. 
D) lack the human element. 
E) are not as expensive.

Question 14

Which of the following is true about social media?

Accepted Answer

A) The consumption is inherently passive in the case of social media. 
B) The consumption in the case of social media is active and not passive. 
C) Social media are as much technology as they are media. 
D) Social media has adversely affected the role of the consumer as content creator. 
E) Social media has eliminated the human element from advertising and marketing. 
A) The consumption is inherently passive in the case of social media. 
B) The consumption in the case of social media is active and not passive. 
C) Social media are as much technology as they are media. 
D) Social media has adversely affected the role of the consumer as content creator. 
E) Social media has eliminated the human element from advertising and marketing.

Question 15

A blog is best defined as:

Accepted Answer

A) a Web site primarily involved in tracking people's behavior on the Internet. 
B) a Web site that typically acts as brokers for advertisers and Web sites. 
C) a smaller version of the banner that often look like an icon and usually provide a link to an advertiser's landing page. 
D) a little billboard that spreads across the top or bottom of the Web page. 
E) a reverse chronological journaling site. 
A) a Web site primarily involved in tracking people's behavior on the Internet. 
B) a Web site that typically acts as brokers for advertisers and Web sites. 
C) a smaller version of the banner that often look like an icon and usually provide a link to an advertiser's landing page. 
D) a little billboard that spreads across the top or bottom of the Web page. 
E) a reverse chronological journaling site.

Question 16

Which of the following is true about social listening tools?

Accepted Answer

A) It does not allow brands to aggregate all of its positive and negative comments. 
B) It is not a two-way brand communication. 
C) Social listening tools can be used to analyze negative comments but not positive comments. 
D) It can be used to track new product launches and gauge the receptiveness from the customer base. 
E) It is primarily used to ensure that online money transactions are carried out safely. 
A) It does not allow brands to aggregate all of its positive and negative comments. 
B) It is not a two-way brand communication. 
C) Social listening tools can be used to analyze negative comments but not positive comments. 
D) It can be used to track new product launches and gauge the receptiveness from the customer base. 
E) It is primarily used to ensure that online money transactions are carried out safely.

Question 17

Traditional media sites are not paid for.

Accepted Answer

A) True 
 B)False

Question 18

Traditional media consists of 80 percent planning and 20 percent execution and management.

Accepted Answer

A) True 
 B)False

Question 19

Traditional media is more labor- and resource-intensive than social media.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is true about blogs?

Accepted Answer

A) Typically blogs are personal in nature. 
B) Blogs are not multimedia in nature. 
C) Web sites cannot use the blog format for their homepage. 
D) Bloggers are allowed to use up to 140 characters of text in their blogs. 
E) Blogs are not opinionated in nature. 
A) Typically blogs are personal in nature. 
B) Blogs are not multimedia in nature. 
C) Web sites cannot use the blog format for their homepage. 
D) Bloggers are allowed to use up to 140 characters of text in their blogs. 
E) Blogs are not opinionated in nature.

What is the advantage of using social media for advertising and marketing?

Mobile-based technology that is used for interactive communication is not included under social media.

Raymond visits a restaurant and is impressed by its continental menu. He promotes this restaurant by recommending it to his friends. This is an example of:

In the context of customer service in social media, being helpful is a very powerful mechanism for a company to engender trust and loyalty within a customer base.

In traditional media the consumption is inherently active.

Who are the users of social media?

According to the Forrester Research, in the year 2012, the amount of advertising spent on _____ has been the highest.

"Social media is more labor- and resource-intensive as compared to traditional media." Cite an advantage of this equation.

Social media brings the human element into advertising and marketing.

According to Kaplan and Haenlein, Wikipedia is a typical example of a(n):

Social bookmarking has recently gained popularity for sharing content on the Web.

WordPress is an example of a(n):

Social ads differ from search ads in that social ads:

Which of the following is true about social media?

A blog is best defined as:

Which of the following is true about social listening tools?

Traditional media sites are not paid for.

Traditional media consists of 80 percent planning and 20 percent execution and management.

Traditional media is more labor- and resource-intensive than social media.

Which of the following is true about blogs?

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters

Exam 17: Introducing Social Media

What is the advantage of using social media for advertising and marketing?

Mobile-based technology that is used for interactive communication is not included under social media.

Raymond visits a restaurant and is impressed by its continental menu. He promotes this restaurant by recommending it to his friends. This is an example of:

In the context of customer service in social media, being helpful is a very powerful mechanism for a company to engender trust and loyalty within a customer base.

In traditional media the consumption is inherently active.

Who are the users of social media?

According to the Forrester Research, in the year 2012, the amount of advertising spent on _____ has been the highest.

"Social media is more labor- and resource-intensive as compared to traditional media." Cite an advantage of this equation.

Social media brings the human element into advertising and marketing.

According to Kaplan and Haenlein, Wikipedia is a typical example of a(n):

Social bookmarking has recently gained popularity for sharing content on the Web.

WordPress is an example of a(n):

Social ads differ from search ads in that social ads:

Which of the following is true about social media?

A blog is best defined as:

Which of the following is true about social listening tools?

Traditional media sites are not paid for.

Traditional media consists of 80 percent planning and 20 percent execution and management.

Traditional media is more labor- and resource-intensive than social media.

Which of the following is true about blogs?

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Digital Interactive Media

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters