Journalism Chapter 08 1 Because an influencer has the trust of a community, they can persuade the audience to take a specific action

Chapter 8: Influencer Marketing

Test Bank

Multiple Choice

1. A/An ______ is someone who has built an audience, naturally and over time, and

who is viewed as an authority.

A. buyer

B. poser

C. influencer

D. blogger

2. ______ marketing focuses on partnerships, whereas ______ marketing focuses on

the action of persuading.

A. Influence; influencer

B. Influencer; influence

C. Brand; influencer

D. Influence; brand

3. Influencers need to be strategic about the brands and partnerships with which they

engage. What personality characteristic does this represent?

A. authenticity

B. experience

C. passion

D. engagement

4. ______ influencers have a prominent status on social media, broad appeal, and are

able to shape culture and industries.

A. Celebrity

B. Mega

C. Micro

D. Memers

5. Some ______ accounts have fallen into disrepute because of their reputation for

taking other people’s work and claiming it as their own.

A. creator

B. nano influencer

C. celebrity

D. meme

6. Which group of influencers in the fastest growing?

A. kid

B. nano

C. virtual

D. creators

7. Which federal agency has established a list of guidelines for influencers to follow?

A. the FTC

B. the SEC

C. the IRS

D. the Department of Justice

8. What is one of the biggest challenges for influencer marketing?

A. conforming with FTC guidelines

B. overcoming negative associations that may occur after a failure

C. creating new content

D. getting an adequate number of followers

9. “______” is the term used to describe cutting someone down out of the media or

dismissing them.

A. Cancel culture

B. Anti-shippers

C. Boycotting

D. Virtue signaling

10. A/An ______ focuses on the payment that an influencer expects.

A. media kit

B. fact sheet

C. rate card

D. influencer monitoring dashboard

11. What tool is used to track what the influencer has shared on social media and the

designated metrics?

A. a rate card

B. a media toolkit

C. fact sheet

D. an influencer monitoring dashboard

12. Viral Nation, Open influence and Obviously are examples of: ______.

A. agencies that specialize in influencer relations

B. multichannel networks

C. influencer marketing partnership platforms

D. influencer blogs

13. What is the most popular method of compensation for influencers?

A. pay per click

B. pay per campaign

C. pay per acquisition

D. pay per post

14. Which of the following is a best practice for dealing with influencers?

A. hire the most prominent influencer that the campaign can afford

B. use bots to increase follower numbers

C. ensure that the influencer that is hired is relevant to the brand and targeted

community

D. give the influencer complete creative freedom

15. Influencers must provide ______ to help them stay connected and relevant for their

audiences.

A. more followers

B. insider information

C. vanity metrics

D. disclosures

True/False

1. Because an influencer has the trust of a community, they can persuade the audience

to take a specific action.

2. One issue with nano influencers is that they may come across as inauthentic or not

part of the community.

3. Most social media platforms, such as YouTube, enforce age minimums for

influencers.

4. The days in which influencers talk about how many followers they have without

verified metrics to support their claims are over.

5. The saying, “any publicity is good publicity” holds true for influencer marketing.

Short Answer

1. How do influencers differ from third-party endorsers?

2. What are the four main personality traits that influencers need to have?

3. List three tactics that can lead to a successful influencer partnership.

4. Provide three examples of how brands have partnered with influencers effectively.

5. Is it a good idea to use bots or other forms of artificial amplification to appear more

influential than you really are?

Essay

1. Discuss the difference between influence marketing and influencing marketing.

2. How do creators differ from influencers? Is there any overlap between the two, and

what type of platform would each tend to prefer?

3. Javon works in the social media department for his company, and he has been

tasked with finding an influencer to spread brand awareness for the company’s latest

product. Javon is thinking about focusing in on a group of microinfluencers. What would

be some of the pros and cons of choosing an influencer from this group.

4. Explain the guidelines that the FTC has put into place to control influencer marketing.

Do you think these guidelines will help the industry? Why or why not?

5. Your company, Liberty Gum, is hiring megainfluencer Brittiana to promote the launch

of its new flavor, Four Berry Explosion. Write an influencer brief where you outline your

ideas and expectations for the campaign.