Question 1

According to a research piece from Forrester Research, a defining characteristic of a collector is that he/she:

Accepted Answer

A) reads blogs created by others. 
B) listens to podcasts. 
C) votes for websites online. 
D) creates home videos. 
E) publishes web pages. 
A) reads blogs created by others. 
B) listens to podcasts. 
C) votes for websites online. 
D) creates home videos. 
E) publishes web pages.

Question 2

_____ is the term used by tweeters to describe what people are talking, or tweeting, about on Twitter.

Accepted Answer

A) Browsing 
B) Poking 
C) Trending 
D) Pinging 
E) Posting 
A) Browsing 
B) Poking 
C) Trending 
D) Pinging 
E) Posting

Question 3

The hardest part about advertising in social media platforms is that any displeasure from the receiver of the advertising can be broadcast to his or her entire network.

Accepted Answer

A) True 
 B)False

Question 4

According to a research piece from Forrester Research, a defining characteristic of a critic is that he/she:

Accepted Answer

A) votes for websites online. 
B) posts ratings/reviews of products or services. 
C) posts updates on Twitter. 
D) reads customer ratings/reviews. 
E) adds "tags" to web pages or photos. 
A) votes for websites online. 
B) posts ratings/reviews of products or services. 
C) posts updates on Twitter. 
D) reads customer ratings/reviews. 
E) adds "tags" to web pages or photos.

Question 5

Tags are used in every form of social media as a way to organize the information.

Accepted Answer

A) True 
 B)False

Question 6

Social media are one-size-fits-all marketing tools.

Accepted Answer

A) True 
 B)False

Question 7

Social media platforms are tools that amplify word of mouth (WOM) and make it measurable.

Accepted Answer

A) True 
 B)False

Question 8

_____ is best defined as the platform that includes any Web- or mobile-based technology that is used for interactive communication between groups, communities, companies, and individuals.

Accepted Answer

A) Print media 
B) Traditional media 
C) Outdoor advertising 
D) Social media 
E) Billboard advertising 
A) Print media 
B) Traditional media 
C) Outdoor advertising 
D) Social media 
E) Billboard advertising

Question 9

Explain word of mouth (WOM) as a form of brand communication.

Accepted Answer

It has been known that word of mouth (WO

Question 10

Which of the following would prove to be most efficient in enabling brands to aggregate all of the consumer commentary, positive, negative or otherwise, into a user-friendly dashboard with robust analytics and trend analysis of how conversations are growing and sentiment is changing over time?

Accepted Answer

A) Global positioning system 
B) Listening tool 
C) Application protocol interface 
D) Crowdsourcing 
E) Cloud computing 
A) Global positioning system 
B) Listening tool 
C) Application protocol interface 
D) Crowdsourcing 
E) Cloud computing

Question 11

What is the new element that social media brings into advertising and marketing?

Accepted Answer

Social media brings

Question 12

Blogs are not opinionated in nature.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is a tool that makes the fragmentation of social media easy to manage?

Accepted Answer

A) Text analytics 
B) Global positioning system 
C) Trojan 
D) Worm 
E) Button 
A) Text analytics 
B) Global positioning system 
C) Trojan 
D) Worm 
E) Button

Question 14

According to a research piece from Forrester Research, a defining characteristic of conversationalists is that they are typically involved in:

Accepted Answer

A) updating their status on social networking sites. 
B) publishing web pages. 
C) editing articles in a wiki. 
D) making home videos. 
E) buying shares online. 
A) updating their status on social networking sites. 
B) publishing web pages. 
C) editing articles in a wiki. 
D) making home videos. 
E) buying shares online.

Question 15

_____ is an industry term that refers to the ability of a site to maintain a repeat audience.

Accepted Answer

A) Stickiness 
B) Durability 
C) Longevity 
D) Adherence 
E) Immutability 
A) Stickiness 
B) Durability 
C) Longevity 
D) Adherence 
E) Immutability

Question 16

Social ads are more expensive than search ads.

Accepted Answer

A) True 
 B)False

Question 17

The similarity between blogs and microblogs is that:

Accepted Answer

A) they are organized in reverse chronological order. 
B) they allow users to use only 140 characters of text in their posts. 
C) they do not restrict the number of characters that users can use in their posts. 
D) they cannot be multimedia in nature. 
E) they are not opinionated in nature. 
A) they are organized in reverse chronological order. 
B) they allow users to use only 140 characters of text in their posts. 
C) they do not restrict the number of characters that users can use in their posts. 
D) they cannot be multimedia in nature. 
E) they are not opinionated in nature.

Question 18

Explain marketing research online communities (MROCs) with a suitable example.

Accepted Answer

Communispace and Passenger are the large

Question 19

Which of the following is most likely to be the reason behind the inability of advertisers to take advantage of the feedback mechanism provided by social media?

Accepted Answer

A) Lack of the human element 
B) Use of the centralized network to deliver content 
C) Lack of resources 
D) Predominantly passive nature of consumption 
E) Inability to be labor- and resource-intensive. 
A) Lack of the human element 
B) Use of the centralized network to deliver content 
C) Lack of resources 
D) Predominantly passive nature of consumption 
E) Inability to be labor- and resource-intensive.

Question 20

The company Fastest Link First provides an online platform where people can get together and share their business ideas with one another. On the basis of this information, it would be most accurate to say that this platform is an example of a(n):

Accepted Answer

A) affiliate marketing program. 
B) third-party ad server. 
C) banner. 
D) button. 
E) social networking site. 
A) affiliate marketing program. 
B) third-party ad server. 
C) banner. 
D) button. 
E) social networking site.

According to a research piece from Forrester Research, a defining characteristic of a collector is that he/she:

_____ is the term used by tweeters to describe what people are talking, or tweeting, about on Twitter.

The hardest part about advertising in social media platforms is that any displeasure from the receiver of the advertising can be broadcast to his or her entire network.

According to a research piece from Forrester Research, a defining characteristic of a critic is that he/she:

Tags are used in every form of social media as a way to organize the information.

Social media are one-size-fits-all marketing tools.

Social media platforms are tools that amplify word of mouth (WOM) and make it measurable.

_____ is best defined as the platform that includes any Web- or mobile-based technology that is used for interactive communication between groups, communities, companies, and individuals.

Explain word of mouth (WOM) as a form of brand communication.

Which of the following would prove to be most efficient in enabling brands to aggregate all of the consumer commentary, positive, negative or otherwise, into a user-friendly dashboard with robust analytics and trend analysis of how conversations are growing and sentiment is changing over time?

What is the new element that social media brings into advertising and marketing?

Blogs are not opinionated in nature.

Which of the following is a tool that makes the fragmentation of social media easy to manage?

According to a research piece from Forrester Research, a defining characteristic of conversationalists is that they are typically involved in:

_____ is an industry term that refers to the ability of a site to maintain a repeat audience.

Social ads are more expensive than search ads.

The similarity between blogs and microblogs is that:

Explain marketing research online communities (MROCs) with a suitable example.

Which of the following is most likely to be the reason behind the inability of advertisers to take advantage of the feedback mechanism provided by social media?

The company Fastest Link First provides an online platform where people can get together and share their business ideas with one another. On the basis of this information, it would be most accurate to say that this platform is an example of a(n):

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

According to a research piece from Forrester Research, a defining characteristic of a collector is that he/she:

_____ is the term used by tweeters to describe what people are talking, or tweeting, about on Twitter.

The hardest part about advertising in social media platforms is that any displeasure from the receiver of the advertising can be broadcast to his or her entire network.

According to a research piece from Forrester Research, a defining characteristic of a critic is that he/she:

Tags are used in every form of social media as a way to organize the information.

Social media are one-size-fits-all marketing tools.

Social media platforms are tools that amplify word of mouth (WOM) and make it measurable.

_____ is best defined as the platform that includes any Web- or mobile-based technology that is used for interactive communication between groups, communities, companies, and individuals.

Explain word of mouth (WOM) as a form of brand communication.

Which of the following would prove to be most efficient in enabling brands to aggregate all of the consumer commentary, positive, negative or otherwise, into a user-friendly dashboard with robust analytics and trend analysis of how conversations are growing and sentiment is changing over time?

What is the new element that social media brings into advertising and marketing?

Blogs are not opinionated in nature.

Which of the following is a tool that makes the fragmentation of social media easy to manage?

According to a research piece from Forrester Research, a defining characteristic of conversationalists is that they are typically involved in:

_____ is an industry term that refers to the ability of a site to maintain a repeat audience.

Social ads are more expensive than search ads.

The similarity between blogs and microblogs is that:

Explain marketing research online communities (MROCs) with a suitable example.

Which of the following is most likely to be the reason behind the inability of advertisers to take advantage of the feedback mechanism provided by social media?

The company Fastest Link First provides an online platform where people can get together and share their business ideas with one another. On the basis of this information, it would be most accurate to say that this platform is an example of a(n):

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