Question 1

_____ is the term used by tweeters to describe what people are talking, or tweeting, about on Twitter.

Accepted Answer

A)  Browsing
B)  Poking
C)  Trending
D)  Pinging
E)  PostingF) C) and D)
G) None of the above

Question 2

According to a research piece from Forrester Research, a defining characteristic of a critic is that he/she:

Accepted Answer

A)  votes for websites online.
B)  posts ratings/reviews of products or services.
C)  posts updates on Twitter.
D)  reads customer ratings/reviews.
E)  adds "tags" to web pages or photos.F) B) and D)
G) None of the above

Question 3

Social ads are more expensive than search ads.

Accepted Answer

A) True 
 B)False

Question 4

Explain word of mouth (WOM) as a form of brand communication.

Accepted Answer

It has been known that word of mouth (WO...

Question 5

Blogs are not opinionated in nature.

Accepted Answer

A) True 
 B)False

Question 6

_____ is best defined as the platform that includes any Web- or mobile-based technology that is used for interactive communication between groups, communities, companies, and individuals.

Accepted Answer

A)  Print media
B)  Traditional media
C)  Outdoor advertising
D)  Social media
E)  Billboard advertisingF) B) and D)
G) C) and D)

Question 7

The hardest part about advertising in social media platforms is that any displeasure from the receiver of the advertising can be broadcast to his or her entire network.

Accepted Answer

A) True 
 B)False

Question 8

_____ is an industry term that refers to the ability of a site to maintain a repeat audience.

Accepted Answer

A)  Stickiness
B)  Durability
C)  Longevity
D)  Adherence
E)  ImmutabilityF) A) and E)
G) All of the above

Question 9

Which of the following is most likely to be the reason behind the inability of advertisers to take advantage of the feedback mechanism provided by social media?

Accepted Answer

A)  Lack of the human element
B)  Use of the centralized network to deliver content
C)  Lack of resources
D)  Predominantly passive nature of consumption
E)  Inability to be labor- and resource-intensive.F) None of the above
G) A) and B)

Question 10

According to a research piece from Forrester Research, a defining characteristic of conversationalists is that they are typically involved in:

Accepted Answer

A)  updating their status on social networking sites.
B)  publishing web pages.
C)  editing articles in a wiki.
D)  making home videos.
E)  buying shares online.F) A) and C)
G) B) and D)

Question 11

Which of the following would prove to be most efficient in enabling brands to aggregate all of the consumer commentary, positive, negative or otherwise, into a user-friendly dashboard with robust analytics and trend analysis of how conversations are growing and sentiment is changing over time?

Accepted Answer

A)  Global positioning system
B)  Listening tool
C)  Application protocol interface
D)  Crowdsourcing
E)  Cloud computingF) A) and E)
G) A) and D)

Question 12

What is the new element that social media brings into advertising and marketing?

Accepted Answer

Social media brings ...

Question 13

Social media platforms are tools that amplify word of mouth (WOM) and make it measurable.

Accepted Answer

A) True 
 B)False

Question 14

According to a research piece from Forrester Research, a defining characteristic of a collector is that he/she:

Accepted Answer

A)  reads blogs created by others.
B)  listens to podcasts.
C)  votes for websites online.
D)  creates home videos.
E)  publishes web pages.F) A) and B)
G) A) and C)

Question 15

Which of the following is a tool that makes the fragmentation of social media easy to manage?

Accepted Answer

A)  Text analytics
B)  Global positioning system
C)  Trojan
D)  Worm
E)  ButtonF) B) and C)
G) A) and B)

Question 16

The company Fastest Link First provides an online platform where people can get together and share their business ideas with one another. On the basis of this information, it would be most accurate to say that this platform is an example of a(n) :

Accepted Answer

A)  affiliate marketing program.
B)  third-party ad server.
C)  banner.
D)  button.
E)  social networking site.F) A) and B)
G) A) and C)

Question 17

Social media are one-size-fits-all marketing tools.

Accepted Answer

A) True 
 B)False

Question 18

Tags are used in every form of social media as a way to organize the information.

Accepted Answer

A) True 
 B)False

Question 19

Explain marketing research online communities (MROCs) with a suitable example.

Accepted Answer

Communispace and Passenger are the large...

Question 20

The similarity between blogs and microblogs is that:

Accepted Answer

A)  they are organized in reverse chronological order.
B)  they allow users to use only 140 characters of text in their posts.
C)  they do not restrict the number of characters that users can use in their posts.
D)  they cannot be multimedia in nature.
E)  they are not opinionated in nature.F) B) and E)
G) None of the above

Exam 17: Introducing Social Media

_____ is best defined as the platform that includes any Web- or mobile-based technology that is used for interactive communication between groups, communities, companies, and individuals.

Correct AnswerverifiedShow Answer

Social ads are more expensive than search ads.

Correct AnswerverifiedShow Answer

Which of the following is a tool that makes the fragmentation of social media easy to manage?

Correct AnswerverifiedShow Answer

According to a research piece from Forrester Research, a defining characteristic of conversationalists is that they are typically involved in:

Correct AnswerverifiedShow Answer

Explain marketing research online communities (MROCs) with a suitable example.

Correct AnswerverifiedCommunispace and Passenger are the large...View AnswerShow Answer

_____ is an industry term that refers to the ability of a site to maintain a repeat audience.

Correct AnswerverifiedShow Answer

Which of the following is most likely to be the reason behind the inability of advertisers to take advantage of the feedback mechanism provided by social media?

Correct AnswerverifiedShow Answer

What is the new element that social media brings into advertising and marketing?

Correct AnswerverifiedSocial media brings ...View AnswerShow Answer

The company Fastest Link First provides an online platform where people can get together and share their business ideas with one another. On the basis of this information, it would be most accurate to say that this platform is an example of a(n) :

Correct AnswerverifiedShow Answer

Social media platforms are tools that amplify word of mouth (WOM) and make it measurable.

Correct AnswerverifiedShow Answer

Which of the following would prove to be most efficient in enabling brands to aggregate all of the consumer commentary, positive, negative or otherwise, into a user-friendly dashboard with robust analytics and trend analysis of how conversations are growing and sentiment is changing over time?

Correct AnswerverifiedShow Answer

_____ is the term used by tweeters to describe what people are talking, or tweeting, about on Twitter.

Correct AnswerverifiedShow Answer

According to a research piece from Forrester Research, a defining characteristic of a collector is that he/she:

Correct AnswerverifiedShow Answer

Social media are one-size-fits-all marketing tools.

Correct AnswerverifiedShow Answer

Explain word of mouth (WOM) as a form of brand communication.

Correct AnswerverifiedIt has been known that word of mouth (WO...View AnswerShow Answer

The similarity between blogs and microblogs is that:

Correct AnswerverifiedShow Answer

The hardest part about advertising in social media platforms is that any displeasure from the receiver of the advertising can be broadcast to his or her entire network.

Correct AnswerverifiedShow Answer

Tags are used in every form of social media as a way to organize the information.

Correct AnswerverifiedShow Answer

Blogs are not opinionated in nature.

Correct AnswerverifiedShow Answer

According to a research piece from Forrester Research, a defining characteristic of a critic is that he/she:

Correct AnswerverifiedShow Answer

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Communispace and Passenger are the large...
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Social media brings ...
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It has been known that word of mouth (WO...
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