978-0133866339 Chapter 09 Part 4

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131) Content seeding by brands can be any type of incentive that offers information, uniqueness,

novelty, or financial benefits.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

132) A common method of content seeding is offering some type of financial incentive, such as

coupons, rebates, and contests.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

133) A financial incentive that can be part of a content seeding program by a brand is to offer

consumers something exclusive that makes that consumer feel special.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-4

134) Because mistakes can generate social buzz, it can be used as an effective content seeding

strategy.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

135) The idea of real-time marketing did not exist prior to the famous blackout during the Super

Bowl game of 2013.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

136) To take advantage of opportunities during live events, brands have set up war rooms

consisting of top marketing executives, creatives, digital technicians, and lawyers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

137) Effective real-time marketing requires on-the-spot strategic planning during the time an

event occurs.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

138) Real-time marketing has shown success in sporting events, but not for non-sporting events.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

139) In the past, a consumer would tell 12 to 15 people about a bad experience with a brand.

Now, with the internet, a consumer can tell thousands, or even millions, about a bad experience.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 9-4

140) Interactive blogs allow visitors to make comments or posts on the blog.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 9-4

141) The best approach to negative comments on a blog is for the brand to immediately delete

the comment before other consumers see it.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

142) A blog produced by a brand offers the firm’s marketing personnel, as well as visitors, the

most freedom in posting material and making comments.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-4

143) Nancy just posted a negative comment on her personal blog about a bad experience at a

restaurant. She is not sponsored by the restaurant and, according to the new FTC regulations, she

must state that she is not affiliated with the restaurant.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

144) Company leaders can increase the level of credibility of a blog by posting comments or

honestly answering the negative criticism.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

145) A company-sponsored blog can provide valuable insights into how customers view the

company, its brands, and its products.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

146) It is unusual for a company that sells multiple goods or services to solicit customer-

generated reviews of those items.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 9-4

147) Best Buy has been at the forefront of customer-generated reviews.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

148) While consumer-generated reviews can provide valuable information to a company about

its products, they do not provide any information about how its brands compare with other

brands.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

149) Consumer-generated reviews can provide valuable information that a company can use to

develop a marketing plan, make product modifications, and enhance service strategies.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

150) Viral marketing is preparing a marketing message that in some way is passed from one

consumer to another through digital means.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

151) Viral marketing campaigns can utilize email or blogs.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

152) For a viral marketing campaign to work, individuals must be offered financial incentives to

pass the message along to other consumers.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

153) The many forms of social media marketing mean that viral marketing is more effective

today than in the past.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-4

154) The primary reasons consumers follow a brand is to keep up with the brand’s activities and

to receive special deals or take part in a contest or sweepstake.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-4

155) In most cases, consumers begin following a brand after they have purchased it.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

156) Of the social media networking sites, YouTube is the most likely to influence purchase

decisions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

157) Discuss the social media marketing strategies being used by brands today.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-4

158) What is viral marketing and what are the keys to a successful viral campaign?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-4

159) A measure of the number of times a brand receives a mention on social networks within a

specific time frame is called:

A) buzz frequency.

B) frequency.

C) reach.

D) brand buzz.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-5

160) Buzz sentiment refers to:

A) whether the brand buzz was positive or negative.

B) the total number of negative comments on social media.

C) the total number of positive comments minus the negative comments.

D) a brand’s buzz score based on its reach.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-5

161) If the JD Bank brand was mentioned a total of 723 times in social media during the month

of May. This is a measure of:

A) buzz frequency.

B) frequency.

C) reach.

D) brand buzz.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 9-5

162) In examining the brand mentions for JD Bank, if analysts noted that about 75 percent were

positive, 10 percent were negative and about 15 percent were neutral. This is a measure of:

A) buzz frequency.

B) buzz sentiment.

C) reach.

D) brand buzz.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 9-5

163) A measure of the number of fans, friends, or followers a brand has in social media is:

A) buzz frequency.

B) frequency.

C) reach.

D) brand buzz.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-5

164) In analyzing the reach of a brand in social media, it is important to know all of the

following except:

A) the buzz sentiment, whether it is positive or negative.

B) the trend, if it is increasing, declining, or remaining constant.

C) whether the fans are active or passive.

D) the number of fans, friends, and followers.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-5

165) For Facebook, marketing professionals believe the most valuable social media metric is:

A) likes.

B) shares.

C) retweets.

D) brand buzz.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-5

166) For Twitter, marketing professionals believe the most valuable social media metric is:

A) likes.

B) shares.

C) retweets.

D) brand buzz.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-5

167) Amy sees a post on the Philadelphia Cream Cheese Facebook page and clicks on it. She is

taken to the brand’s website and to a recipe she wants to download. In terms of social media

metrics, this would be counted as part of the:

A) Facebook share count.

B) clickthrough rate to the brand’s website.

C) reach measure.

D) brand buzz score.

Question Tag: Critical Thinking

AACSB Category: Application of knowledge

Objective: 9-5

168) Social media metrics are important because it allows a brand to modify social media

marketing strategies during a campaign.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-5

169) Brand buzz, or a buzz score, is the number of times a brand receives a mention on a social

media network and the sentiment of those mentions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-5

170) Sentiment is important because it can measure how negative or positive a brand buzz score

is.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-5

171) Brands do not need to respond to positive brand buzz, but should immediately respond to

any negative mentions in social media.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-5

172) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-5

173) Getting “likes” on Facebook is important because it almost always translates into sales.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-5

174) In growing revenue and building brand loyalty through Facebook, “likes” is more important

than “shares.”

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-5

175) Retweets on Twitter are important to brands because they represent word-of-mouth

recommendations from one person to others.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-5

176) 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.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 9-5

177) Identify and define social media metrics being used to evaluate social media marketing

programs.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-5

178) 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.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 9-6

179) Most Facebook users are located within the United States.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-6

180) Social media marketing campaigns designed for global markets face challenges due to

language differences, social norms, and technology differences.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-6