Journalism Chapter 09 1 Prior to running a campaign, the company should test different characteristics in the ad and copy to determine the most effective one to use..

Chapter 9: Paid Media

Test Bank

Multiple Choice

1. ______ focuses on generating leads, sales, and promotional benefits based on

financial backing.

A. Paid social media

B. Pay–per-click advertising

C. Social media advertising

D. Paid yet earned media

2. ______ focuses on reaching people who have interacted with the content or visited

the website.

A. Targeting

B. Retargeting

C. Return on investment

D. Boosting a post

3. Swipe up for stories, click a link to a website, or like a post are just some types of

______ included in most ad copy.

A. call to action

B. objectives

C. creative assets

D. GIFs

4. What is the first step in organizing a paid media campaign?

A. design an objective

B. set a budget

C. write the ad copy

D. research the appropriate platform

5. Which important metric is used to determine an ad’s effectiveness?

A. number of followers

B. click-through-rates

C. number of likes

D. pay per post

6. Which platform is the leader in the industry for a paid media strategy?

A. Facebook

B. Twitter

C. Instagram

D. Whatsapp

7. Prior to running a campaign, the company should test different characteristics in the

ad and copy to determine the most effective one to use. This is known as ______

testing.

A. a/B

B. carousel

C. targeted

D. click-through

8. What feature does Twitter use to promote advertisements?

A. Click-Through-Rates

B. branded emoji

C. carousel ads

D. targeted ads

9. What feature is used by LinkedIn to provide ad capabilities for their platforms for

business and social media professionals?

A. carousel ads

B. branded emoji

C. lead generation

D. a/b testing

10. What is the name for a type of ad that plays before a user can watch the video they

are interested in viewing?

A. true view ad

B. in-stream ad

C. pre-roll ad

D. video discovery ad

11. ______ is a livestreaming platform that is used for gaming.

A. TikTok

B. LinkedIn

C. YouTube

D. Twitch

12. If a social media professional is trying to convert audiences to buy a new product,

which objective would they want to use?

A. awareness

B. alignment

C. conversion

D. onsideration

13. What is one of the best ways to get additional training on paid media for social

media?

A. pay a Facebook ad expert thousands of dollars to attend their workshop

B. take advantage of the individual platform’s certification programs

C. learn as you manage the campaign

D. You should know everything you need to be an expert by the end of this course.

14. Understanding the essence of timing, context, and approach is critical for paid

media strategies to be effective. Otherwise, the audience might get ______.

A. algorithms

B. retargeted

C. ad fatigue

D. targeted

15. Although it is still in beta and at the invite-only stage, ______ has an ad manager for

brands and others to market and advertise within its mobile application.

A. Facebook

B. Tiktok

C. Instagram

D. Linkedin

True/False

1. Social media has become a “pay to play” platform.

2. Each platform’s ad managers are very different from one another.

3. In order to run ads on Instagram, the created account needs to be a business

account.

4. When evaluating paid media campaigns, you should never rely solely on the metrics

provided by the platform.

5. In order to create continuity across the campaign, you should always use the same

design and copy for all ads.

Short Answer

1. Explain the difference between paid yet earned media and paid yet owned media.

2. What three objectives help determine the main things that need to be accomplished

by paid media?

3. Explain the difference between cost per conversion, cost per impression, and cost

per send.

4. What feature do Instagram and Facebook have that is related to sponsorships and

endorsements, and why is it important?

5. What is native advertising, and why is it controversial?

Essay

1. What are algorithms, and why are they a hot button issue in social media?

2. Discuss the elements of Facebook’s platform which make it the premier outlet for

paid marketing campaigns.

3. Selena is researching different paid advertising options for social media platforms

and is specifically looking at Snapchat. Her brand is launching a new clothing line of

brightly colored sportswear that they are gearing towards younger women. Discuss

Snapchat’s capabilities and how they might be used in this campaign.

4. Explain the best practices to consider in the area of paid media. Which do you feel

are the most important to focus on, and why?

5. What are the steps to take in establishing a paid media campaign?