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Name:
Class:
Date:
chapter 18
Indicate whether the statement is true or false.
1. Media sharing sites allow users to decide which content is promoted on a given website by voting that content either up
or down on a ranking scale.
a.
True
b.
False
2. Website metrics refer to clicks, click-through rates, and percentage of traffic.
a.
True
b.
False
3. Because the costs are often significant and the learning curve is relatively high, not many organizations are willing to
explore social media.
a.
True
b.
False
4. Social news sites combine the fun of social networking with the utility of location-based global positioning system
technology.
a.
True
b.
False
5. 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
6. Social commerce sites combine basic elements of e-commerce without the overwhelming distraction of social online
media.
a.
True
b.
False
7. Facebook is by far the largest social network for gaming.
a.
True
b.
False
8. Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.
a.
True
b.
False
9. Joiners are those social media users who read blogs, listen to podcasts, watch videos, and generally consume media.
a.
True
b.
False
10. One of the implications of social media for marketers is the realization that they have control over the content on
social media sites.
a.
True
b.
False
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Class:
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chapter 18
11. In social media, negative comments and complaints can illuminate unknown brand flaws.
a.
True
b.
False
12. The benefits of social media can be easily measured.
a.
True
b.
False
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
14. LinkedIn is designed to be multimedia-rich rather than information-rich.
a.
True
b.
False
15. Marketers have found that social news sites are useful for creating conversations around relevant issues.
a.
True
b.
False
16. Apps are software applications that run entirely within existing online platforms.
a.
True
b.
False
17. Given the relative ease and efficiency with which organizations can use social media, a positive return on investment
(ROI) is likely for many, if not most, organizations.
a.
True
b.
False
18. A publicly accessible web page that serves as an interactive journal is called a tweet.
a.
True
b.
False
19. Review sites lack the scope for two-way interaction between marketers and consumers.
a.
True
b.
False
20. Many companies have moved away from corporate blogs, replacing the in-depth writing and comment monitoring that
come with blog maintenance with the quick, easy, and more social Facebook, Twitter, or Tumblr.
a.
True
b.
False
21. With regard to social media, the interaction between producer and consumer becomes less about entertaining and more
about listening, influencing, and engaging.
a.
True
b.
False
Name:
Class:
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chapter 18
22. Google+ Hangouts, a popular facet of the fledgling Google+ social network, allows individuals around the world to
video chat in real time.
a.
True
b.
False
23. Traditional advertising provides more sophisticated methods of measuring how marketers meet and interact with
consumers than social media does.
a.
True
b.
False
Indicate the answer choice that best completes the statement or answers the question.
24. Which change in advertising is due to the influence of social media?
a.
The fewer ways in which marketers have direct conversations with customers
b.
The unavoidable shift in focus to manufacturers
c.
The interaction between producer and consumer that is now less about engaging and more about entertaining
d.
The audience who are often in control of the message, the medium, the response, or all three
25. Independent blogs that are not associated with the marketing efforts of any particular company or brand are called
______ blogs.
a.
corporate
b.
noncorporate
c.
social
d.
professional
26. Buzz is a social media metric based on:
a.
the number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds,
retweets, Facebook posts, and pins.
b.
the volume of consumer comments generated for a brand on 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.
27. Which of the following sites combine the fun of social networking with the utility of location-based GPS technology?
a.
YouTube and Flickr
b.
Digg and Reddit
c.
Facebook and Twitter
d.
Foursquare and Loopt
28. Which statement is true of the outcome of crowdsourcing when using social media in marketing?
a.
The input of many people (rather than of a few experts) is leveraged to make decisions.
b.
The level of buzz created for a product rightly reflects the product’s effectiveness.
c.
The criteria used for choosing the most suitable method of promoting a product is now an exact science.
d.
The factors that lead consumers to buy a product are beyond the tools of social media analytics to identify and
quantify.
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chapter 18
29. Text messages of unlimited characters sent to and from cell phones with images, videos, ringtones, and other
multimedia attached are called ____________ texts.
a.
short message service (SMS)
b.
multimedia messaging service (MMS)
c.
mobile website (MOBI and WAP website)
d.
smartphone applications (apps)
30. Which of the following is true of media sharing sites?
a.
They allow users to upload and distribute multimedia content such as videos or photos.
b.
They are job-search websites such as LinkedIn where you can also post résumés.
c.
They allow users to add their reviews of products with restricted post-length limits.
d.
They allow individuals to network with friends, peers, and business associates.
31. The first action a marketing team should take when initiating a social media campaign is to:
a.
establish a listening platform.
b.
identify the medium for the campaign.
c.
identify potential consumers.
d.
develop a list of objectives.
32. Which of the following is an activity that users can perform on social news sites?
a.
Decide which content is promoted by voting that content up (if interesting to users) or down (if not)
b.
Post, read, rate, and comment on opinions regarding products and services
c.
Upload and distribute multimedia content like videos and photos
d.
Connect—or network—with friends, peers, and business associates
33. 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
d.
spectators
34. Which of the following are independent and not associated with the marketing efforts of any particular company or
brand?
a.
Marketing communications
b.
Professional blogs
c.
Social media campaigns
d.
Noncorporate blogs
35. Identify which statement is true of online gaming.
a.
Massive multiplayer online games attract six- to ten-year-olds.
b.
Online gaming 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.
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chapter 18
36. Those who use RSS feeds to gather information and vote for websites online are classified as:
a.
collectors.
b.
creators.
c.
spectators.
d.
joiners.
37. Blogs that entail shorter posts than traditional blogs are called:
a.
buzz
b.
Microblogs
c.
Noncorporate blog
d.
Corporate blog
38. Barbara 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, Barbara would be best characterized as a _____.
a.
creator
b.
spectator
c.
collector
d.
joiner
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
b.
inactives
c.
critics
d.
creators
40. Social bookmarking sites differ from social news sites in that:
a.
the objective of social bookmarking sites is to allow users to collect, save, and share interesting and valuable
links.
b.
social bookmarking sites allow users to edit the stories to ensure that the information posted is accurate.
c.
users of social bookmarking sites can decide the content they want to promote on a given website by voting.
d.
social bookmarking sites allow consumers to use them as location-based social networking sites.
41. A subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist
online buying and selling of products and services is called ___________.
a.
crowdsourcing
b.
social commerce
c.
sales promotion
d.
integrated marketing
42. Which of the following statements is true of online advertising in social media?
a.
Like traditional advertising, the effectiveness of social media advertising is measurable.
b.
Return on investment in social media advertising is universally accepted in all organizations
c.
Marketers advertise in social media as a means of deepening relationships with customers.
d.
There is hard evidence supporting the effectiveness of social media advertising.
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chapter 18
43. Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products.
Given this information, which statement 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.
44. Which of the following is the first stage in creating an effective social media plan?
a.
Identify the target audience.
b.
Set social media objectives.
c.
Listen to customers.
d.
Define strategies.
45. Which of the following is NOT true about an effective listening system?
a.
Listening is the first action to take when initiating a social media campaign.
b.
Although customers are on social media, they rarely think that a given brand is also there.
c.
Marketers must primarily hear what is being said about the brand and act upon what they hear.
d.
The ways customers rate, rank, critique, and praise a brand are important for marketers.
46. With regard to social media, which statement is true of different categories of interactive media?
a.
In an interactive space, media are earned through word of mouth or online buzz.
b.
Owned media include viral videos, retweets, comments on blogs, and other forms of customer feedback.
c.
Consumers passing along brand information in the form of retweets and recommendations is an example of
paid media.
d.
Earned media generated in an interactive space include display advertising and paid search words.
47. Which media metric is indicated by the number of comments, ratings, social bookmarks, subscriptions, page views,
uploads, downloads, embeds, retweets, Facebook posts, pins, and time spent with social media platforms?
a.
Buzz
b.
Interest
c.
Participation and engagement
d.
Influence
48. A popular production company wants to release a trailer of one of its upcoming movies to create some buzz. Given
this information, which of the following would be the best platform for the production company to use?
a.
StumbleUpon
b.
Photobucket
c.
YouTube
d.
Imgur
49. Which of the following defines the content of sentiment analysis?
a.
Positive, neutral, and negative sentiment; trends of sentiment; and volume of sentiment
b.
Trends of positive sentiment, volume of negative sentiment, and changeability of neutral sentiment
c.
Trends of negative sentiment, volume of positive sentiment, and changeability of neutral sentiment
d.
Trends of positive sentiment, volume of neutral sentiment, and changeability of negative sentiment
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chapter 18
50. Marla, a 55-year-old woman, needs to move out of town. She wants to connect with some old school friends and stay
in touch with former colleagues. Which of the following is Marla most likely to use for this purpose?
a.
SoundCloud
b.
YouTube
c.
Facebook
d.
Flickr
51. Considering the implications that social media have for marketing products, marketers must realize that ______.
a.
interactions between marketers and customers using social media are not measurable
b.
word of mouth on social media sites spreads gradually over time
c.
a great ad campaign on social media is sufficient for successful promotion
d.
the content on social media sites can rarely be controlled by marketers
52. Which of the following refers to a publicly accessible web page that functions as an interactive journal, whereby
readers can post comments on the author’s entries?
a.
Blog
b.
Podcast
c.
Promotional video
d.
Forum
53. The process of identifying and assessing what is being said about a company, individual, product, or brand is called
___________.
a.
crowdsourcing
b.
social media monitoring
c.
sales promotion
d.
advertising campaign
54. Milan, a marketing manager of a pharmaceutical company, opens dialogues with stakeholders by giving them
compelling content across a variety of media. Which social media objective does his actions illustrate?
a.
Listen and learn
b.
Build relationships and awareness
c.
Promote products and services
d.
Manage your reputation
55. Websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and
services are called ______________ sites.
a.
social networking
b.
media sharing
c.
social news
d.
review
56. Which of the following treats location-based micronetworking as a game?
a.
Facebook
b.
Twitter
c.
WordPress
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chapter 18
d.
Foursquare
57. Kelly’s Kitchen 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 online sources and then
evaluates their opinions and sentiments. This scenario illustrates the process of _____.
a.
personal selling
b.
social media monitoring
c.
market basket analysis
d.
social commerce
58. MirrorSense is a social networking site that allows members to write their views and opinions about various products,
services, social issues, and more. 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
59. Mommy bloggers represents women who review children’s products and discuss family-related topics on their
personal blogs. Their blogs are categorized as _________________ blogs.
a.
corporate
b.
noncorporate
c.
professional
d.
social
60. Which of the following illustrates the correct sequential stages involved in creating an effective social media plan?
a.
Define strategies, identify the target audience, and set social media objectives.
b.
Identify the target audience, define strategies, and set social media objectives.
c.
Define strategies, set social media objectives, and identify the target audience.
d.
Set social media objectives, define strategies, and identify the target audience.
61. While much of the excitement in social media has been based on websites 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.
62. Which of the following best defines the term “apps”?
a.
Visual advertisements integrated into text messagesand mobile websites
b.
Software designed specifically for mobile phone and tablet devices
c.
Websites designed specifically for viewing and navigation on mobile devices
d.
Devices that allow marketers to send targeted messages to geo-located users
63. Which of the following is a guideline that marketers should follow to leverage owned, earned, and paid media?
a.
Maximize owned media by reaching out beyond their existing websites.
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b.
Plan sales goals based on estimates of public and media relations efforts will translate into earned media.
c.
Don’t count on paid media to play an important role in driving customer engagement.
d.
Focus on creating fewer digital touch points for more control over sales.
64. In designing an effective social media plan, which of the following actions will you perform once you have identified
the target audience and selected the tools and platforms?
a.
Set objectives that can be specifically accomplished through social media.
b.
Examine trends and best practices in the industry.
c.
Listen to customers and understand their expectations.
d.
Make changes to the implemented campaign based on consumer response.
65. Which of the following is a social media metric that 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
66. Which of the following refers to the websites that allow individuals to connect—or network—with friends, peers, and
business associates?
a.
Social networking sites
b.
Media sharing sites
c.
Social news sites
d.
Review sites
67. Which of the following is the second stage involved in creating an effective social media plan?
a.
Listen to customers.
b.
Set social media objectives.
c.
Define strategies.
d.
Identify the target audience.
68. Which of the following should marketing managers remember when setting their social media objectives for reaching
a mass audience?
a.
The reach of static messages is responsible for influencing people through conversation.
b.
A static message and a conversation are almost equally successful in influencing people.
c.
Influencing people through conversation will never be as successful as a static message.
d.
A static message will never be as successful as influencing people through conversation.
69. In an interactive space, earned media include:
a.
display advertising.
b.
viral videos.
c.
purchased advertisements.
d.
paid search words.
70. According to Charlene Li and Josh Bernoff of Forrester Research, which category of social media users posts
comments, ratings, and reviews of products and services on blogs and forums?
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a.
Critics
b.
Spectators
c.
Joiners
d.
Inactives
71. Which of the following is NOT true about social media?
a.
Social media are meant to be a social experience, not a marketing experience.
b.
The term social media means different things to different people.
c.
Social media have not affected the way marketers communicate with their brands.
d.
Currently, online technology, particularly social media, is being used to promote brands.
72. Panache, a fashion design company, organizes an online contest. Participants are asked to design women’s apparel to
be posted on a social media website where its members can vote and provide feedback. Based on those votes, Panache
will announce the winner and offer that individual a job at its firm. In this scenario, Panache is involved in _____.
a.
brandjacking
b.
tagging
c.
blogging
d.
crowdsourcing
73. Blogs with strict post length limits are called ___________.
a.
microblogs
b.
forums
c.
podcasts
d.
micromedia
74. Twitpic, Flickr, and Photobucket are all examples of:
a.
media sharing sites.
b.
corporate blogs.
c.
virtual travel sites.
d.
search engines.
75. 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.
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.
76. Which of the following refers to using consumers to develop and market products?
a.
Crowdsourcing
b.
Outsourcing
c.
Social media monitoring
d.
Offshoring
77. Which of the following refers to any tool or service that uses the Internet to facilitate conversations?
a.
Social media
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b.
Promotional media
c.
Social commerce
d.
Traditional media
78. Which of the following is significant for marketers to understand about the use and outcomes of social media?
a.
Marketers must realize that although they control all relevant content on social media sites, they must let users
think that they, the users, do.
b.
The ability to share experiences quickly and with such large numbers of people amplifies the impact of word
of mouth.
c.
Social media provide very basic methods of measuring how marketers meet and interact with consumers.
d.
Social media is no substitute for traditional advertising as the former have little impact on a company’s bottom
line.
79. Which category of social media user maintains a social networking profile and visit other sites?
a.
Joiner
b.
Spectator
c.
Critic
d.
collector
80. Posting comments and ratings and reviewing products and services on blogs and forums are activities of which
category of social media users?
a.
Creators
b.
Critics
c.
Collectors
d.
Joiners
81. Which of the following statements is true of social commerce?
a.
Marketers cannot customize their products per the needs of specific groups of consumers.
b.
It relies on user-generated content on websites to assist consumers with purchases.
c.
Marketers often control the message, the medium, and the response.
d.
It cannot offer consumers the scope of information needed to make knowledgeable decisions on purchases and
services.
82. Blogs that are sponsored by a company or one of its brands and are maintained by one or more company employees
are called ___________ blogs.
a.
corporate
b.
noncorporate
c.
personal
d.
unprofessional
83. Which specific type of website allows users to voice their opinions on all kinds of products and services across every
segment of the Internet market?
a.
Social bookmarking sites
b.
Review sites
c.
Location-based social networking sites
d.
Search sites
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84. Which statement correctly states the impact of social media on consumer behavior?
a.
Although social media allow people to continue traditional ways of information gathering, these new
technologies make people more knowledgeable by giving them access to a lot of information.
b.
Although social media allow people to stay in touch in new ways, the new technologies mostly confuse people
by giving them access to too much information.
c.
Social media have drastically changed the advertising business from an industry based on relationships and
conversations to one based on mass-media models.
d.
Social media have drastically changed the advertising business from an industry based on mass-media models
to one based on relationships and conversations.
85. The social media users who maintain a social networking profile and visit other sites are called __________.
a.
collectors
b.
critics
c.
creators
d.
joiners
86. Which of the following is true of social media monitoring?
a.
It can involve sentiment analysis and text mining specific key words.
b.
It is an informal approach to know about the company or brand.
c.
Failure to respond to criticism does not affect the brand image.
d.
Comments that reveal unknown brand flaws rarely go viral.
87. Which of the following processes is used in social media monitoring?
a.
Personal selling
b.
Crowdsourcing
c.
Sentiment analysis
d.
Brandjacking
88. Which of the following is a way to have a successful social media marketing plan for your company?
a.
Stick to the same social media plan that your company has always followed in the past.
b.
Post valuable content on social media to pull online customers to your company sites.
c.
Be committed to the original plan in the face of online negative reviews by customers.
d.
Allow your social media plan to deviate from the objectives and plans of the company.
89. Discuss how the mobile platform is emerging as an effective marketing technology; then identify and briefly describe
the range of various mobile marketing tools.
90. Discuss the difference between owned media and earned media and discuss how each is relevant in an interactive
space.
91. Explain the role of social media in marketing and discuss the implications of social media for marketers.
92. Explain why mobile marketing has recently become so popular.
93. Explain how virtual worlds and online gaming help marketers to engage with customers. Briefly discuss current trends
in online gaming.
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Answer Key
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