Question 1

Which of the following actions is performed during the final stage of an effective social media plan?

Accepted Answer

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 responseE) C) and D)
F) All of the above

Question 2

Explain the role of social media in marketing.

Accepted Answer

Answers will vary.The American Bar Assoc...

Question 3

Mobile marketing is an effective tool for gaining insight into consumer behavior.

Accepted Answer

A) True 
 B)False

Question 4

In an interactive space,earned media include:

Accepted Answer

A)  ​display advertising.
B)  viral videos.
C)  purchased advertisements.
D)  ​paid search words.E) B) and D)
F) A) and B)

Question 5

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

Accepted Answer

A) True 
 B)False

Question 6

A social media plan should be monitored after it has been implemented because social media campaigns can be fluid.

Accepted Answer

A) True 
 B)False

Question 7

Social bookmarking sites differ from social news sites in that:

Accepted Answer

A)  ​the objective of their users is to collect, save, and share interesting and valuable links.
B)  they allow users to edit the stories they find for accuracy.
C)  the ability of users to share, post, or discuss a topic is very limited.
D)  ​they treat location-based social networking as a game.E) B) and C)
F) A) and D)

Question 8

Short message service (SMS) is different from multimedia messaging service (MMS) in that:

Accepted Answer

A)  ​SMS allows 960-character text messages, while MMS allows 160-character text messages.
B)  SMS is designed specifically for viewing pictures and navigation on mobile devices, while MMS does not have such features.
C)  SMS does not allow the attachment of images, videos, and ringtones to text messages, while MMS does.
D)  ​SMS does not require Internet, while MMS requires Internet for functioning.E) None of the above
F) A) and B)

Question 9

The first action a marketing team should take when initiating a social media campaign is:

Accepted Answer

A)  ​to establish a listening platform.
B)  to identify the medium for the campaign.
C)  to identify potential consumers.
D)  ​to decide which tools and platforms to use as part of its social media strategy.E) A) and C)
F) A) and D) A

Question 10

LinkedIn is designed to be more multimedia-rich rather than information-rich.

Accepted Answer

A) True 
 B)False  False

Question 11

_____ are independent and not associated with the marketing efforts of any particular company or brand.

Accepted Answer

A)  ​E-mail services
B)  Social networking sites
C)  E-commerce sites
D)  ​Noncorporate blogsE) A) and C)
F) None of the above

Question 12

Which of the following statements is true of crowdsourcing?

Accepted Answer

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 the methods in which a consumer should use a product or service.
D)  ​It describes the need for consumers to buy a product and their willingness to buy it.E) None of the above
F) A) and B)

Question 13

Discuss how social media has changed the behavior of consumers.

Accepted Answer

Answers will vary.Social media have chan...

Question 14

Explain the reasons for the recent popularity of mobile marketing.

Accepted Answer

Answers will vary.There are several reas...

Question 15

Review sites lack the scope for two-way interaction between the marketers and consumers.

Accepted Answer

A) True 
 B)False  False

Question 16

Twitpic,Flickr,and Photobucket are all examples of:

Accepted Answer

A)  ​media sharing sites.
B)  corporate blogs.
C)  virtual worlds.
D)  ​microblogs.E) None of the above
F) All of the above

Question 17

Marla,a 55-year-old woman,wants to stay in touch with her son,who is away at college.She also hopes to connect with some of her high school friends.In this case,which of the following is Marla most likely to use for this purpose?

Accepted Answer

A)  ​SoundCloud
B)  YouTube
C)  Facebook
D)  ​FlickrE) None of the above
F) A) and B)

Question 18

The benefits of social media can be easily measured.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is included in the second stage of creating an effective social media plan?

Accepted Answer

A)  ​Listening to customers
B)  Building relationships and awareness
C)  Defining strategies
D)  ​Identifying the target audienceE) All of the above
F) B) and C)

Question 20

Which of the following statements is true of advertising in social media?

Accepted Answer

A)  ​Social media are an unpaid form of marketing.
B)  The effectiveness of social media can be easily measured.
C)  Social media mostly focus on deepening relationships with customers.
D)  ​Marketers believe that social media are not a worthwhile investment.E) C) and D)
F) A) and D)

Exam 18: Social Media and Marketing

Which of the following actions is performed during the final stage of an effective social media plan?

Correct AnswerverifiedShow Answer

Explain the role of social media in marketing.

Correct AnswerverifiedAnswers will vary.The American Bar Assoc...View AnswerShow Answer

Mobile marketing is an effective tool for gaining insight into consumer behavior.

Correct AnswerverifiedShow Answer

In an interactive space,earned media include:

Correct AnswerverifiedShow Answer

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

Correct AnswerverifiedShow Answer

A social media plan should be monitored after it has been implemented because social media campaigns can be fluid.

Correct AnswerverifiedShow Answer

Social bookmarking sites differ from social news sites in that:

Correct AnswerverifiedShow Answer

Short message service (SMS) is different from multimedia messaging service (MMS) in that:

Correct AnswerverifiedShow Answer

The first action a marketing team should take when initiating a social media campaign is:

Correct AnswerverifiedA

LinkedIn is designed to be more multimedia-rich rather than information-rich.

Correct AnswerverifiedFalse

_____ are independent and not associated with the marketing efforts of any particular company or brand.

Correct AnswerverifiedShow Answer

Which of the following statements is true of crowdsourcing?

Correct AnswerverifiedShow Answer

Discuss how social media has changed the behavior of consumers.

Correct AnswerverifiedAnswers will vary.Social media have chan...View AnswerShow Answer

Explain the reasons for the recent popularity of mobile marketing.

Correct AnswerverifiedAnswers will vary.There are several reas...View AnswerShow Answer

Review sites lack the scope for two-way interaction between the marketers and consumers.

Correct AnswerverifiedFalse

Twitpic,Flickr,and Photobucket are all examples of:

Correct AnswerverifiedShow Answer

Marla,a 55-year-old woman,wants to stay in touch with her son,who is away at college.She also hopes to connect with some of her high school friends.In this case,which of the following is Marla most likely to use for this purpose?

Correct AnswerverifiedShow Answer

The benefits of social media can be easily measured.

Correct AnswerverifiedShow Answer

Which of the following is included in the second stage of creating an effective social media plan?

Correct AnswerverifiedShow Answer

Which of the following statements is true of advertising in social media?

Correct AnswerverifiedShow Answer

Correct Answer
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View Answer

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A

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False

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Answers will vary.Social media have chan...
View Answer

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Answers will vary.There are several reas...
View Answer

Correct Answer
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False

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