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CHAPTER FOURTEEN
E-MARKETING COMMUNICATION: EARNED MEDIA
Multiple Choice
1. Earned media is like ________.
a. The ultimate one-way communication
b. physical word of mouth on steroids
c. a social megaphone
d. both b and c
2. Consumers at the highest level of engagement online ________.
a. collaborate with the company
b. are creators of multimedia content
c. collect information and tag what they find valuable
d. connect with others by creating a social profile
3. Engagement occurs when internet users do all of the following except ________.
a. consume media content
b. connect with companies
c. contradict negative opinions
d. collaborate with brands
4. How can companies identify social media influencers?
a. Observe and participate in conversations in key social media locations
b. Use an independent service to measure relevant variables
c. It is not possible to accurately identify social media influencers
d. Both a and b.
5. Viral marketing is synonymous with all of the following terms except ________.
a. uncontrollable popularity
b. word of mouth online
c. word of mouse
d. both b and c
6. One of the most important functions of ratings and reviews is that they ________.
a. reveal the real truth about companies and brands
b. facilitate commerce, both online and offline
c. provide a policing function for poor products and services
d. give consumers unbiased advice on purchasing decisions
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7. Of the following statements regarding e-mail, which one is most accurate?
a. The “unsubscribe” process is frustrating for consumers.
b. It is limited by its one-way nature.
c. It is like a social megaphone.
d. It is not dead.
8. Which of the following are valid applications for widgets?
a. Displaying brand information in contests or games
b. Creating sponsorships or calls to action
c. Being user-generated
d. All of the above.
9. If you visit an automobile company’s website and click around to change the color of the car
or give it leather seats, you are engaging in ________:
a. collaborative content creation
b. crowdfunding at its best
c. altruism toward the company
d. an implicit product endorsement
10. In order to become more engaged with a brand, social media participants want to be
________.
a. informed
b. entertained
c. appreciated
d. All of the above
11. In 2012, when the CEO of Kitchen Aid spoke badly of President Barack Obama in a tweet, she
quickly learned the importance of ________.
a. two-way dialogue
b. word of mouth
c. political communication
d. reputation management online
12. In a survey conducted by Weber Shandwick, researchers discovered that ____ percent of a
company’s market value is attributable to reputation.
a. 15
b. 32
c. 63
d. 90
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13. Photos, video, and music playlists are most representative of the _____ type of social media.
a. reviews and opinions
b. multimedia sharing
c. collaboration
d. entertainment
14. _____ involves attaching keywords to videos, photos, or text to help users find desired
content.
a. parking
b. tweeting
c. bookmarking
d. tagging
15. Marketers use social networks by ____.
a. creating profiles and pages
b. advertising on user pages
c. providing applications to network users
d. all of the above
16. Marketers use blogs for a variety of reasons, such as _____.
a. to disseminate the views
b. gain clients
c. direct or draw users to websites
17. Many businesses use Twitter as a means to _____.
a. talk about what is happening in the company
b. encourage feedback from customers
c. get ideas from consumers
d. all of the above
18. Some companies import and embed existing media, such as their own photos or YouTube
video, into their blogs using a tool known as a _____.
a. bot
b. hyperlink
c. widget
d. none of the above
19. Which of the following steps is an example of an earned media performance metric?
a. Number of likes and shares
b. Actions taken by users
c. Conversations on blogs and elsewhere
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d. All of the above
20. When companies want to learn about where, how, and how often their brand is mentioned
online, they would get the best information by utilizing a tool known as a social _____.
a. syndication aggregator
b. feed collector
c. media dashboard
d. brand scanner
True/False
21. Earned media can be likened to physical word-of-mouth on steroids.
a. True
b. False
22. These days, traditional media is no longer a useful for prompting consumer engagement with
a brand.
a. True
b. False
23. Trust is a key component of word-of–mouth communication resulting from customer
engagement.
a. True
b. False
24. With an innovative strategy, it is possible to get the entire internet universe talking about an
organization and its products.
a. True
b. False
25. The team “earned media” came about after the advent of the internet, and refers to social
media influencers.
a. True
b. False
26. Most social media, and many Web sites and mobile apps provide space and tools for earned
media content.
a. True
b. False
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27. Despite its functionality, e-mail is now considered dead in the social media world.
a. True
b. False
28. The most engaged consumers can actually help a company improve its products and
promotions.
c. True
d. False
29. Like all media, social media focuses on bringing information, photos, video, and other content
an audience that wants to be entertained.
a. True
b. False
30. According to the text, social media adoption by business is most prevalent with YouTube and
Blogs and less so with Twitter and Facebook.
a. True
b. False
31. The reputation of a company or individual executive can be lost in matter of hours online.
a. True
b. False
32. A social dashboard allows a user to click through to other users who have bookmarked the
same article to see what else they are reading on the same topic.
a. True
b. False
Essays
33. Discuss some of the ways in which earned media can be initiated by a company.
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34. Contrast the concept of user engagement in social media with that of traditional media.
35. List and describe two major audiences that a company should engage via earned media. How
can these audiences be identified?
36. What are some techniques for engaging social media users?
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37. List and describe at least three techniques that companies can use to entice engagement.
38. Drawing upon your text, discuss at least two major news events that underscore the
importance of reputation management online.
39. What are some examples of earned media performance metrics?