978-0133866339 Chapter 09 Part 3

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89) 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.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

90) Through listening to social buzz, companies can detect patterns or shifts in consumer views,

but cannot determine societal trends that may be occurring.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

91) It has been estimated that about 20 percent of a brand’s fans generate about 80 percent of a

brand’s social buzz.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

92) 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.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

93) If a fan makes raving positive comments about a brand in social media, that fan should be

recruited as a brand advocate.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

94) In recruiting brand advocates through social listening, the most critical characteristic is an

emotional connection to the brand.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

95) For some brands, increasing sales and building brand loyalty can be primary objectives of a

social media marketing campaign.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

96) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

97) A Coca-Cola study found a positive relationship between social buzz and sales of the brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

98) Social media provides a unique venue for brands to connect with loyal customers while at the

same time influencing other consumers.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

99) Why are brands engaging in social media marketing?

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

100) Discuss the reasons brands engage in social listening.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

101) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

102) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

103) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

104) The most frequently used incentives in content seeding programs are:

A) value-added incentives.

B) financial incentives.

C) exclusive offers.

D) contests or sweepstakes.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

105) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

106) 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.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 9-4

107) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

108) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

109) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

110) 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.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-4

111) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

112) 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.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 9-4

113) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

114) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

115) 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.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-4

116) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

117) 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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

118) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

119) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

120) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

121) The company at the forefront of consumer-generated reviews is:

A) Amazon.com.

B) Circuit City.

C) Barnes and Noble.

D) Walmart.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

122) Key implications of customer–generated reviews include all of the following except:

A) too many negative reviews and low-star ratings will be harmful to a company.

B) reviews stress the importance of consistent high-quality customer products and services.

C) positive reviews will have a positive impact on sales.

D) reviews provide information on how a company’s product is being evaluated by customers

and how the brand compares to competing brands.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

123) Marketing messages passed from one individual to another through some form of internet

technology is:

A) interactive marketing.

B) cyberbranding.

C) viral marketing.

D) brand spiraling.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

124) Viral marketing is:

A) the use of non-traditional media to promote a company’s website.

B) a form of database marketing.

C) preparing a marketing message that is in some way passed on from one individual to another

through digital means.

D) using a virus to spread a marketing message.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

125) Viral marketing relies on:

A) a series of click-throughs.

B) use of search engine optimization.

C) highly visible banners.

D) word-of-mouth communications.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

126) The keys to successful viral marketing campaigns include all of the following except:

A) use Web analytics to determine the best approach.

B) focus on the product or business.

C) offer an incentive.

D) make it personal.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 9-4

127) The top two reasons consumers follow a brand on social media is to:

A) provide feedback and to learn about sweepstakes and promotions.

B) keep up with the brand’s activities and learn about products and services.

C) provide feedback and join a community of fans who also like the brand.

D) receive special promotions and to make purchases.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

128) The website or social media site most likely to influence purchases is:

A) brand websites.

B) blogs.

C) retail websites.

D) Facebook.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

129) The social media networking site most likely to influence purchases is:

A) brand websites.

B) blogs.

C) retail websites.

D) Facebook.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

130) The social media networking site that has the least influence on purchases is:

A) Pinterest.

B) Twitter.

C) Instagram.

D) Facebook.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4