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Chapter 18: Social Media and Marketing
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1. LinkedIn is designed to be multimedia-rich rather than information-rich.
a.
True
b.
False
ANSWER:
False
2. In social media, negative comments and complaints can illuminate unknown brand flaws.
a.
True
b.
False
ANSWER:
True
3. One of the implications of social media for marketers is that they must realize that they have control over the content on
social media sites.
a.
True
b.
False
ANSWER:
False
4. The benefits of social media can be easily measured.
a.
True
b.
False
ANSWER:
False
5. Facebook is by far the largest social network for gaming.
a.
True
b.
False
ANSWER:
True
6. Social media provide more sophisticated methods of measuring how marketers meet and interact with consumers than
traditional advertising does.
a.
True
b.
False
ANSWER:
True
7. Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.
a.
True
b.
False
ANSWER:
False
8. A publicly accessible web page that serves as an interactive journal is called a tweet.
a.
True
b.
False
ANSWER:
False
9. Social news sites combine the fun of social networking with the utility of location-based global positioning system
technology.
a.
True
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Chapter 18: Social Media and Marketing
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b.
False
ANSWER:
False
10. Marketers have found that social news sites are useful for creating conversations around relevant issues.
a.
True
b.
False
ANSWER:
True
11. Review sites lack the scope for two-way interaction between marketers and consumers.
a.
True
b.
False
ANSWER:
False
12. As long as the ads are not overly intrusive, most users opt to play free versions of games with ads over paid versions
that do not have ads.
a.
True
b.
False
ANSWER:
True
13. According to Charlene Li and Josh Bernoff of Forrester Research, inactives are people who read blogs, listen to
podcasts, watch videos, and generally consume media.
a.
True
b.
False
ANSWER:
False
14. _____, a social media metric, indicates the number of likes, fans, followers, and friends; growth rates; rate of virality
or pass along; and change in pass along over time.
a.
Buzz
b.
Influence
c.
Interest
d.
Participation
ANSWER:
c
15. Wennel Inc., a fashion designing company, organizes an online contest. Participants need to design outfits for women.
The designs are to be posted on a social media website where members can vote and provide feedback. Based on the
votes, Wennel Inc. would announce the winner and also offer a job at its firm. In this scenario, Wennel Inc. is involved in
_____.
a.
brandjacking
b.
tagging
c.
blogging
d.
crowdsourcing
ANSWER:
d
16. A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among the public.
Given this information, which of the following would be the best platform to be used by the production house?
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Chapter 18: Social Media and Marketing
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a.
StumbleUpon
b.
Photobucket
c.
YouTube
d.
Imgur
ANSWER:
c
17. Which of the following changes has been brought about in advertising because of the influence of social media?
a.
The number of ways in which marketers can have direct and meaningful conversations with customers has
reduced.
b.
The focus of social media has unavoidably shifted to manufacturers.
c.
The interaction between producer and consumer has become less about engaging and more about entertaining.
d.
The audience is often in control of the message, the medium, the response, or all three.
ANSWER:
d
18. Which of the following statements is true of crowdsourcing?
a.
It describes how the input of many people can be leveraged to make decisions that used to be based on the
input of only a few people.
b.
It describes how the level of buzz created for a product can be used as a measurable parameter for determining
the product's effectiveness.
c.
It describes various criteria to choose a suitable method to promote a product or a service.
d.
It describes the factors that lead to consumers buying a product.
ANSWER:
a
19. While much of the excitement in social media has been based on website and new technology uses, much of the
growth lies in:
a.
the diminished demand for televisions.
b.
new platforms like tablets and smartphones.
c.
the division of society into economic strata.
d.
the reduced demand for crowdsourcing.
ANSWER:
b
20. Identify a true statement about online gaming.
a.
Massive multiplayer online games attract 6- to 10-year-olds.
b.
It restricts marketers from engaging with customers.
c.
Many mobile games use advertising to generate revenue for the game developers.
d.
Fantasy games are more appropriate for marketing than social and real-world-like games.
ANSWER:
c
21. Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products.
Given this information, which of the following is true of Magnira Corp.?
a.
It should not disclose the prices of its products and services to the public.
b.
Its pages are subject to search engine indexing.
c.
It is restricted from communicating directly with stakeholders due to risks of hacking.
d.
Its pages are displayed in the form of individual profiles.
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ANSWER:
b
22. Which of the following implications does social media pose on marketers?
a.
Marketers must understand that social media lacks methods to measure the interaction between marketers and
customers.
b.
Marketers must understand that word of mouth spreads slowly on social media sites.
c.
Marketers must realize that it is enough for them to have a great ad campaign on social media for successful
promotion.
d.
Marketers must realize that they often do not control the content on social media sites.
ANSWER:
d
23. Which of the following is the second stage involved in creating an effective social media plan?
a.
Listening to customers
b.
Setting social media objectives
c.
Defining strategies
d.
Identifying the target audience
ANSWER:
b
24. Monette has posted over 100 book reviews on discussion forums. She also frequently reviews products and services
and posts her reviews on local restaurants on review sites. As a social media user, Monette would best be characterized as
a _____.
a.
joiner
b.
spectator
c.
critic
d.
collector
ANSWER:
c
25. In an interactive space, earned media include:
a.
display advertising.
b.
viral videos.
c.
purchased advertisements.
d.
paid search words.
ANSWER:
b
26. Social bookmarking sites differ from social news sites in that:
a.
the objective of their users is to collect, save, and share interesting and valuable links.
b.
they allow users to edit the stories to ensure that the information posted is accurate.
c.
users can decide the content they want to promote on a given website by voting.
d.
they allow consumers to use them as location-based social networking sites.
ANSWER:
a
27. The first action a marketing team should take when initiating a social media campaign is:
a.
to establish a listening platform.
b.
to identify the medium for the campaign.
c.
to identify potential consumers.
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d.
to develop a list of objectives.
ANSWER:
a
28. Twitpic, Flickr, and Photobucket are all examples of:
a.
media sharing sites.
b.
corporate blogs.
c.
virtual travel sites.
d.
search engines.
ANSWER:
a
29. Which of the following treats location-based micronetworking as a game?
a.
Facebook
b.
Twitter
c.
WordPress
d.
Foursquare
ANSWER:
d
30. Kelly's Kitchen, a restaurant, strives to improve its customer service and makes sure that its customers enjoy the food
and ambience at the restaurant. The restaurant's manager gathers and assesses customer reviews from various sources and
evaluates their opinions and sentiments. This scenario illustrates the process of _____.
a.
personal selling
b.
social media monitoring
c.
market basket analysis
d.
lead qualification
ANSWER:
b
31. Marla, a 55-year-old woman, needs to move out of town. She wants to connect with some of her old school friends
and stay in touch with her ex-colleagues. In this case, which of the following is Marla most likely to use for this purpose?
a.
SoundCloud
b.
YouTube
c.
Facebook
d.
Flickr
ANSWER:
c
32. _____ are independent and not associated with the marketing efforts of any particular company or brand.
a.
Marketing communications
b.
Social networking sites
c.
Social media campaigns
d.
Noncorporate blogs
ANSWER:
d
33. Short message service (SMS) is different from multimedia messaging service (MMS) in that:
a.
SMS allows 960-character text messages, whereas MMS allows 160-character text messages.
b.
SMS is designed specifically for viewing pictures and navigation on mobile devices, whereas MMS does not
have such features.
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c.
SMS does not allow the attachment of images, videos, and ringtones to text messages, whereas MMS does.
d.
SMS does not require the Internet, whereas MMS requires the Internet to function.
ANSWER:
c
34. _____ are websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products
and services.
a.
Social bookmarking sites
b.
Review sites
c.
Location-based social networking sites
d.
Search sites
ANSWER:
b
35. Which of the following statements is true of social commerce?
a.
Marketers cannot customize their products as per the needs of specific groups of consumers.
b.
It relies on user-generated content on websites to assist consumers with purchases.
c.
Marketers are often in control of the message, the medium, and the response.
d.
It does not offer consumers the scope to make informed decisions on purchases and services.
ANSWER:
b
36. Which of the following actions is performed during the final stage of an effective social media plan?
a.
Setting objectives that can be specifically accomplished through social media
b.
Examining trends and best practices in the industry
c.
Listening to customers and understanding their expectations
d.
Making changes to the implemented campaign based on consumer response
ANSWER:
d
37. Which of the following processes is used in social media monitoring?
a.
Personal selling
b.
Crowdsourcing
c.
Sentiment analysis
d.
Brandjacking
ANSWER:
c
38. According to Charlene Li and Josh Bernoff of Forrester Research, which of following categories of social media users
posts comments, ratings, and reviews of products and services on blogs and forums?
a.
Critics
b.
Spectators
c.
Joiners
d.
Inactives
ANSWER:
a
39. According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who maintain a social networking
profile and visit other sites.
a.
joiners
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b.
inactives
c.
critics
d.
creators
ANSWER:
a
40. Buzz, a social media metric, is based on:
a.
the number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds,
retweets, Facebook posts, pins, and time spent with social media platform.
b.
posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day.
c.
the number of likes, fans, followers, and friends; growth rates; rate of virality or pass along; and change in
pass along over time.
d.
media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach
based on social graphs.
ANSWER:
b
41. Social media measurements are meaningless unless:
a.
they dismiss return on investment.
b.
they ignore investment per fan and follower.
c.
they ignore the rate of accumulation.
d.
they are tied to key performance indicators.
ANSWER:
d
42. MirrorSense is a social networking site which allows members to write their views and opinions about various
products, services, social issues etc. However, members on this website can write no more than 140 characters. In this
case, MirrorSense is a(n) _____.
a.
e-commerce site
b.
search engine
c.
e-magazine
d.
microblog
ANSWER:
d
43. Bethany follows several blogs and is a frequent user of YouTube. She does not have her own website, and she almost
never posts any comments on the sites she visits. She just enjoys reading and watching the content on popular sites. In this
case, Bethany would be best characterized as a _____.
a.
creator
b.
spectator
c.
collector
d.
joiner
ANSWER:
b
44. According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who read blogs, listen to podcasts,
watch videos, and generally consume media.
a.
conversationalists
b.
inactives
c.
critics
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Chapter 18: Social Media and Marketing
d.
spectators
ANSWER:
d
45. Which of the following statements is true of advertising in social media?
a.
Social media marketing is popular because it is free of cost.
b.
Social media marketing is less effective for services than products.
c.
Social media mostly focus on deepening relationships with customers.
d.
Social media lacks the effectiveness of word of mouth advertising.
ANSWER:
c
46. Distinguish between owned media and earned media with examples.
ANSWER:
Answers will vary. The purpose of owned media is to develop deeper relationships with customers. A brand's
Facebook presence, YouTube channel, Twitter presence, Pinterest presence, and presence on other social
platforms constitute owned media. Additional content such as videos, webinars, recommendations, ratings,
and blog posts are also considered owned media since they are sharable on social media platforms.In an
interactive space, media are earned through word of mouth or online buzz about something the brand is
doing. Earned media include viral videos, retweets, comments on blogs, and other forms of customer
feedback resulting from a social media presence. When consumers pass along brand information in the form
of retweets, blog comments, or ratings and recommendations, this is an example of earned media.
47. Explain the role of social media in marketing.
ANSWER:
Answers will vary. Social media have changed the way that marketers can communicate with their brands—
from mass messages to intimate conversations. As marketing moves into social media, marketers must
remember that for most people, social media are meant to be a social experience, not a marketing experience.
The most exciting thing to happen to marketing and promotion is the increasing use of online technology to
promote brands, particularly using social media. The term social media means different things to different
people, though most people think it refers to digital technology. The American Bar Association uses a
definition developed by social media expert Brian Solis. According to Solis, social media is any tool or
service that uses the Internet to facilitate conversations. However, social media can also be defined relative to
traditional advertising like television and magazines: whereas traditional marketing media offer a mass media
method of interacting with consumers, social media offer more one-to-one ways to meet consumers.
48. Explain how virtual worlds and online gaming help marketers to engage with customers.
ANSWER:
Answers will vary. Online gaming presents additional opportunities for marketers to engage with consumers.
These include massive multiplayer online games such as World of Warcraft, Destiny, and EVE Online;
competitive games such as League of Legends, Overwatch, and Street Fighter V; and online communities (or
virtual worlds) such as Second Life, Poptropica, and Habbo Hotel. Although virtual worlds are unfamiliar to
and even intimidating for many traditional marketers, the field is an important, viable, and growing
consideration. More than 155 million Americans play video games, and approximately 42 percent play
regularly (at least three hours per week). Research firm Newzoo estimates that the global market for games
will reach $103 billion in 2017, representing an almost 70 percent increase over 2016.
49. Describe the different mobile marketing tools.
ANSWER:
Answers will vary. Some common mobile marketing tools include:
1. SMS (short message service):160-character text messages sent to and from cell phones. SMS is
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Chapter 18: Social Media and Marketing
3. Mobile website (MOBI and WAP website):website designed specifically for viewing and navigation
on mobile devices.
4. Mobile ads:Visual advertisements integrated into text messages, applications, and mobile website.
Mobile ads are often sold on a cost-per-click basis.
5. Bluetooth marketing:A signal is sent to Bluetooth-enabled devices, allowing marketers to send
targeted messages to users based on their geographic locations.
6. Smartphone applications (apps):Software designed specifically for mobile and tablet devices.
50. Explain the reasons for the recent popularity of mobile marketing.
ANSWER:
Answers will vary. There are several reasons for the recent popularity of mobile marketing. First, an effort to
standardize mobile platforms has resulted in a low barrier to entry. Second, especially given mobile
marketing's younger audiences, there are more consumers than ever acclimating to once-worrisome privacy
and pricing policies. Third, because most people carry their smartphones with them at all times, mobile
marketing is uniquely effective at garnering customer attention in real time. Fourth, mobile marketing is
measurable. Metrics and usage statistics make it an effective tool for gaining insight into consumer behavior.
Fifth, in-store notification technology such as Apple's iBeacon can send promotional messages based on real-
time interactions with customers. Finally, mobile marketing's response rate is higher than that of traditional
media types like print and broadcast advertisement.
