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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
31
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
32
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
33
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
34
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
35
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
36
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
37
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
38
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
39
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
40
