Deck 13: Digital Social Media Marketing

Question 1

In the planning phase of website development,the planning team works with stakeholders to

A)develop a clear understanding of the site's target audience and its needs.
B)develop a theme and content for the website
C)establish an operating budget for creation of the website.
D)develop a visual framework for the website.
E)determine how the website will be marketed to consumer groups.

Answer 1

A

Question 2

In order to provide consistently relevant marketing content,marketers must provide consumers with content that is all of the following except

A)entertaining.
B)repetitive.
C)useful.
D)informative.
E)engaging.

Answer 2

B

Question 3

A company that has many computers connected to the Internet in order to help others make their websites accessible is referred to as a(n)

A)web engine.
B)web host.
C)search engine.
D)digital network.
E)wireframE.

Answer 3

B

Question 4

When it comes to the use of color in website design,which of the following colors represents a sense of trustworthiness and openness?

A)blue
B)red
C)green
D)pink
E)black

Question 5

According to the public relations firm Ruder Finn,all of the following are online motivations for website users except

A)to meet.
B)to learn.
C)to express oneself.
D)to advocate.
E)to shop.

Question 6

Publicity gained through advertising,such as buying a 30-second Super Bowl commercial or sponsoring a college bowl game,is referred to as

A)paid mediA.
B)sponsored media.
C)earned media.
D)owned media.
E)placement media.

Question 7

In the development phase of website design,which is the first page that is typically created?

A)FAQ page
B)about page
C)home page
D)product page
E)contact page

Question 8

Which of the following is true regarding the use of domain names?

A)Longer domain names are better than shorter ones.
B)It is advantageous for a company to select a domain name that is similar to its competitor.
C)Domain names cannot have hyphens or underscore symbols in them.
D)A good domain name does not have to reflect what the site is about.
E)It helps if a company's domain name is the same as its brand.

Question 9

Jared decided to remove himself from social media for one week.During that time,he did not check his Facebook,Twitter,Instagram,or Snapchat accounts.It didn't take long for Jared to feel isolated and that he was missing out on what was happening around him.What acronym has been linked to the feeling Jared experienced?

A)FOMO
B)YOLO
C)ICYMI
D)TTYN
E)ZMOT

Question 10

Which of the following is not one of the phases of the website design (or redesign)process?

A)planning
B)testing and launch
C)synchronizing
D)design
E)development

Question 11

What innovation in the early 20th century started a new age of communication?

A)the introduction of the Internet
B)the distribution of newspapers across state lines
C)the introduction of mass-scale printing capabilities
D)the introduction of print advertisements in magazines
E)the introduction of broadcast radio and TV

Question 12

What type of media comes from publicity gained via a brand-controlled source such as a website,blog,or Facebook page?

A)paid media
B)earned media
C)sponsored media
D)published media
E)owned media

Question 13

In today's era of media noise,how can marketers break through the clutter to reach their audience?

A)by producing messages that display the brand most creatively
B)by producing messages that are the most visible to consumers
C)by inundating the market with advertising
D)by increasing the communications budget
E)by producing messages that are relevant to each individual consumer

Question 14

The Cluetrain Manifesto,which predicted the Internet would upend the nature of consumer-brand interactions,stated that "Markets are _______."

A)exchanges
B)promotion opportunities
C)digital communities
D)conversations
E)untapped resources

Question 15

Internet-based applications that enable users to create their own content and share it with others who access these sites are referred to as

A)digital mediA.
B)branded content.
C)expert content.
D)social media.
E)managed content.

Question 16

The transmission of data,voice,and video via any wireless-enabled computing device,without a fixed physical connection,is a technology known as

A)personalized computing.
B)mobile computing.
C)GPS computing.
D)digital computing.
E)wireless computing.

Question 17

What have sociologists and organizational scientists concluded about the constant use of social media?

A)It has made users seek out more face-to-face interactions.
B)It has made users less social in face-to-face settings.
C)It has allowed users to be more "in the moment" during social interactions.
D)It has made users more social in face-to-face settings.
E)It has strengthened all types of interpersonal connections.

Question 18

The umbrella term that refers to the marketing of goods or services using digital mediums,such as e-mail,websites,search engines,and social media platforms is

A)branded content.
B)social media.
C)digital marketing.
D)search marketing.
E)techno-marketing.

Question 19

Which of the following people on a website design team is using a wireframe?

A)Calvin is putting a framework together of how the website should function.
B)Camilla is drawing up a framework of consumers' needs to determine the best goal for the website.
C)Neil is compiling data on competitors' websites for comparison purposes.
D)Jayla is developing the organizational hierarchy of the design team.
E)Blake is using target audiences to develop the website's various pages.

Question 20

Compared to radio which took 38 years to 50 million reach users,Facebook reached 100 million users in only

A)9 months.
B)1 year.
C)3 years.
D)5 years.
E)7 years.

Question 21

What happens in the zero moment of truth?

A)a customer uses a digital device to begin learning about a potential purchase
B)a customer interacts with a product for the first time after buying it
C)a customer enters a store with the intention of buying something
D)a customer first encounters a product on the store shelf
E)a customer decides whether or not the purchase was a good decision

Question 22

The ease with which website visitors can achieve their objectives for visiting the site is termed

A)website usability.
B)search engine optimization.
C)website friendliness.
D)site simplification.
E)site satisfaction.

Question 23

Why are marketing organizations committing increasing percentages of their resources to social media marketing?

A)because social media marketing requires less staff resources than other forms of marketing
B)because social media marketing is easier to manage than traditional forms of marketing
C)because people are spending more time on social media platforms
D)because social media marketing is a fad that will not last very long
E)because people don't pay attention to traditional forms of advertising

Question 24

Jenna was excited to purchase a Bluetooth wireless speaker.She brought her purchase home and is now using it for the first time.What acronym represents where Jenna is at in the purchase process?

A)FMOT
B)FOMO
C)SMOT
D)ZMOT
E)YOLO

Question 25

All of the following observations regarding search engine marketing are true except

A)the higher and more frequently a site appears in the search results list,the more visitors it will receive.
B)it is important to have a link show up on the first page of a Google results page.
C)click-through rates are not affected by a link's position on a results page.
D)marketers want their links to be part of the "golden triangle."
E)the vast majority of online experiences begin with a search enginE.

Question 26

All of the following are used in social media marketing except

A)online videos.
B)e-mail.
C)print advertisements.
D)websites.
E)mobile ads.

Question 27

Which website usability attribute addresses how quickly users can perform tasks once they have learned the design?

A)efficiency
B)memorability
C)satisfaction
D)learnability
E)errors

Question 28

The most popular paid search platform used by search marketers is

A)Google AdWords.
B)Yahoo Ads.
C)Bing Ads.
D)Firefox AdWords.
E)AOL Ads.

Question 29

Search engine marketing aims to generate website traffic by

A)purchasing advertisements on search engines.
B)getting more organic search results on search engines.
C)listing a company's website on as many search engines as possible.
D)getting more free search results on search engines.
E)promoting the use of a search engine on a company websitE.

Question 30

What type of marketing uses combinations of digital tools such as websites,online videos,e-mail,blogs,social media,mobile ads,mobile apps,and other digital platforms?

A)social media marketing
B)content marketing
C)Internet marketing
D)search marketing
E)web marketing

Question 31

A marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts is called

A)search marketing.
B)sentiment marketing.
C)social media marketing.
D)content marketing.
E)digital marketing.

Question 32

Google,Bing,and Yahoo all help users search for information on the World Wide Web.As such,they are considered to be

A)web encyclopedias.
B)search engines.
C)search portals.
D)wireframes.
E)web hosts.

Question 33

Of all the various platforms for social media marketing,surveys indicate 96 percent of B2C respondents say their business uses which one as a marketing tool?

A)Facebook
B)Instagram
C)Twitter
D)YouTube
E)LinkedIn

Question 34

The complexity of _____ have/has led companies to guard them as patented industry secrets.

A)wireframes
B)organic search results
C)ranking algorithms
D)user-generated content
E)sentiment mining

Question 35

What acronym describes the incredibly short window of three to five seconds after a shopper first encounters a product on a store shelf?

A)SMOT
B)ZMOT
C)FOMO
D)FMOT
E)YOLO

Question 36

In website design,much of the work during the development phase is managed

A)by the research and development team.
B)by the firm's external information technologies (IT)department.
C)by the marketing department.
D)through a content management system.
E)through a web hosting servicE.

Question 37

Search engines have two major functions: to provide search users with a ranked list of the websites they've determined are the most relevant,and

A)to build an index of all web content.
B)to summarize web traffic by site.
C)to censor inappropriate web content.
D)to provide free advertising for marketers.
E)to provide a listing of website categories.

Question 38

The process of getting more traffic based on higher ranking of free or "organic" search results on search engines is referred to as search engine

A)optimization.
B)computing.
C)control.
D)targeting.
E)marketing.

Question 39

Which of the following is not an attribute associated with website usability?

A)errors
B)efficiency
C)engagement
D)satisfaction
E)learnability

Question 40

Search engines create an index of all web content by using automated software programs called

A)web crawlers.
B)web hosts.
C)web filters.
D)wireframes.
E)digital sensors.

Question 41

Many location-based marketing campaigns incorporate the use of

A)branded content.
B)location-based services.
C)emojis.
D)infographics.
E)live streaming.

Question 42

Kelsey liked her new smart television so much,she went online to the company's website to post a positive review of it.What type of content is Kelsey's product review?

A)user-generated content
B)branded content
C)third-party content
D)secondary content
E)expert content

Question 43

The use of GPS data transmitted from a mobile device to adapt content,messaging,or service delivery to a target's location is the premise behind

A)social media marketing.
B)search marketing.
C)content marketing.
D)digital marketing.
E)location-based marketing.

Question 44

Integrating social media into loyalty programs does all of the following except

A)improves the loyalty-program customer experience.
B)creates an easy way to identify social brand advocacy.
C)increases loyalty participation.
D)increases brand advocacy.
E)limits participation with the brand.

Question 45

How do marketers address the concerns relating to e-mail marketing spam?

A)They send product information only to customers who "opt-in."
B)They post the same e-mail information on their website for those that might not have received it.
C)They make it easy for customers to subscribe to e-mail messages.
D)They send the same e-mail messages to everyone.
E)They make sure customers know their privacy policy.

Question 46

What location-based technology uses small sensors to send messages to smartphone users who enter a nearby,defined geographic area?

A)wirefencing
B)video marketing
C)geo-fencing
D)live streaming
E)geo-caching

Question 47

A concise yet authoritative report or guide that seeks to inform readers about a complex issue and presents the issuing body's philosophy on the matter is referred to as

A)an annual report.
B)a white paper.
C)branded content.
D)a web log.
E)a blog.

Question 48

Foursquare and Gowalla are two types of

A)expert content.
B)web logs.
C)podcasts.
D)shopping apps.
E)location-based apps.

Question 49

By interacting with consumers in a fun,helpful,and interesting manner,social media can help build a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers and by

A)keeping customers from visiting competitors' sites.
B)generating positive word-of-mouth communication about the brand.
C)generating ideas for new goods and services.
D)promoting social media as a place for consumers to buy goods.
E)reducing consumers' call to action.

Question 50

Which branded content approach features live video footage or video feed to an audience accessing the video stream over the Internet?

A)wireframing
B)podcasting
C)live streaming
D)user-generated videos
E)infographics

Question 51

According to conversion expert Chelsea Baldwin,which of the following will help improve CTA conversion rates?

A)Write CTA headlines in second person.
B)Remove CTA buttons.
C)Add visual cues to CTAs.
D)Use generic wording in CTAs.
E)Write CTA headlines in third person.

Question 52

Which of the following persons is using social media to act as a brand ambassador?

A)Noah,who posts pictures of him and his friends drinking Red Bull at a ski resort
B)Bella,who wrote an e-mail to a company to complain about poor service
C)Cathy,who clicked on the "contact us" page of a website
D)Julie,who wrote a cautionary product review on her blog
E)Paul,who inquired about a store's loyalty program

Question 53

Which of the following is not a purpose of social media marketing listed in your text?

A)to advocate customer advocacy
B)to gain a competitive advantage
C)to increase brand visibility
D)to grow customer engagement
E)to provide context to social interactions

Question 54

Brands that seek to remove or restrict tasteless or rude material from the Internet are often sanctioned in a very public and humiliating manner.This phenomenon is linked to which public figure?

A)Barbra Streisand
B)LeBron James
C)Kim Kardashian
D)Barbara Walters
E)Bill Gates

Question 55

Which of the following is an example of geo-fencing?

A)Julie searched for product reviews online when shopping for a new refrigerator.
B)Brianna received an "award" for checking-in at her favorite restaurant.
C)Tonya used the "like" button on Facebook when visiting the page of her favorite store.
D)Tyler received an e-mail message about upcoming Black Friday deals.
E)While shopping at the mall,Adam received a text message for a 20 percent off coupon from one of his favorite stores.

Question 56

An image or line of text that prompts visitors,leads,and customers to perform a desired action is referred to as a call to

A)purchase.
B)move.
C)action.
D)interact.
E)engagE.

Question 57

Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform?

A)Pinterest
B)Instagram
C)Twitter
D)LinkedIn
E)Facebook

Question 58

The earned media that is often the result of PR efforts is referred to as

A)user-generated content.
B)expert content.
C)primary content.
D)branded content.
E)unbiased content.

Question 59

The essence of _____ marketing is the belief that if businesses deliver valuable information to buyers,customers will reward them with their business and loyalty.

A)search
B)digital
C)mobile
D)social media
E)content

Question 60

A survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many social channels?

A)1 to 2
B)3 to 4
C)5 to 6
D)Consumers to not expect brands to be active on social channels.
E)Consumers expect brands to be active on as many social channels as possiblE.

Question 61

Which social media metric helps marketers to evaluate how conversations about one brand compare with conversations about its competitors?

A)applause rate
B)conversation rate
C)sentiment analysis
D)amplification rate
E)share of voice

Question 62

Which of the following social media metrics is the most common and easiest to measure?

A)volume of mentions
B)applause rate
C)amplification rate
D)conversion rate
E)engagement

Question 63

Social media monitoring is also known as

A)social listening.
B)data mining.
C)sentiment analysis.
D)digital marketing.
E)media marketing.

Question 64

The measure of the total audience size for a given platform is determined by which metric?

A)reach
B)sentiment analysis
C)share of voice
D)engagement
E)volume of mentions

Question 65

A marketer that is analyzing the attitudes,emotions,and opinions behind words used in social media is using

A)sentiment analysis.
B)engagement analysis.
C)share of voice.
D)applause rate.
E)influence analysis.

Question 66

According to social media and customer service expert Jay Baer,what is the new marketing?

A)location-based apps
B)social media
C)branded content
D)mobile technology
E)customer service

Question 67

A restaurant sends a text message to a consumer alerting him or her of a special offering for that day.This restaurant is utilizing ______ computing.

Question 68

According to a Nielsen study,how quickly do almost half of 18- to 34-year-olds expect a response from customer support after posting a complaint?

A)within 2 hours
B)within 8 hours
C)within 12 hours
D)within 24 hours
E)within 48 hours

Question 69

Because they enable users to create their own content and share it with others,sites such as Facebook,YouTube,and Twitter are collectively described as _____ _____.

Question 70

According to research by Virginia Tech University,the mere presence of mobile technologies has the potential to ______ interpersonal connections.

Question 71

An organization's Internet address is its _____ name.

Question 72

Whatever the social media metrics an organization tracks,the ultimate criteria is to

A)utilize the least expensive social media metric.
B)constantly change the metrics being used.
C)use as many metrics as possible to track a brand.
D)demonstrate a positive ROI for the brand on its social media investment.
E)find the most reliable social media metric.

Question 73

The process of identifying and assessing what is being said about a company,individual,product,or brand on the Internet is referred to as

A)social media marketing.
B)social media monitoring.
C)digital monitoring.
D)digital listening.
E)content monitoring.

Question 74

A _____ is a visual guide that represents the skeletal framework of a website.

Question 75

Most free hosting services make money by selling _____.

Question 76

Publicity gained through editorial influence or by grassroots actions are termed ______ media.

Question 77

Which of the following is not an outcome of providing more responsive customer care?

A)reduced competiton
B)reduced customer turnover
C)higher brand loyalty
D)stronger word-of-mouth
E)greater profits

Question 78

_____ marketing refers to the marketing of goods or services using digital media,such as e-mail websites,search engines,and social media platforms.

Question 79

Social media marketing _____ provide data visualizations that illustrate performance over time across a range of measures.

A)platforms
B)wireframes
C)vehicles
D)websites
E)dashboards

Question 80

Engagement measures all of the following except

A)whether or not people share posts or retweet tweets.
B)how many people demonstrate approval or agreement with a retweet or a like.
C)how people participate in brand conversation.
D)whether or not people engage in conversation by commenting.
E)how many times people purchase from the brand.