Question 1

Identify a social network that majorly targets career-minded professionals.

Accepted Answer

LinkedIn is the social network that majorly targets career-minded professionals. It allows users to create a professional profile, connect with other professionals, join groups within their industry, and share content related to their work.

Question 2

________ are regularly updated online journals or diaries.

Accepted Answer

Blogs are the regularly updated online journals or diaries.

Question 3

Twitter is a Web site that allows users to publish micro comments. It allows users to create accounts and publish short messages not exceeding 140 characters. Interested people can follow a person's twitter account and the messages published by him. Many celebrities in the United States are active tweeters and have a number of followers. Twitter is an example of a ________.

Accepted Answer

The answer of Twitter is a Web site that allows...

Question 4

You are visiting FIFA's Web site to know the schedule of the football World cup. On the top of the Web page showing the schedule, a small picture displays the official mascot and the text "Buy tickets for the World Cup now". This static exhibit provides the link to the official ticket booking Web site. Identify the type of advertisement used here.

Accepted Answer

The advertisement described in the scenario is a banner ad. It is a small picture displayed on the top of the webpage that provides a link to the official ticket booking website. The other types of ads listed do not accurately describe this scenario.

Question 5

________ are advertisements, often with video or animation, which pop up between changes on a Web site.

Accepted Answer

Interstitials are advertisements that pop up between changes on a web page, often with video or animation. Pay-per-click ads are clickable ads that direct the user to a website, podcasts are audio recordings, and wallpaper ads and floating ads refer to different types of display ads that appear on websites.

Question 6

You are searching for the details of a refrigerator in Google. When you perform the search, advertisements by home appliance manufacturers appear above the organic search results displayed by Google. These advertisements link you to the online appliance store of the companies. Which of the following terms refer to these advertisements?

Accepted Answer

These advertisements are known as pay-per-click (PPC) ads, which are displayed above organic search results and link to the websites of the companies.

Question 7

Podcasts are ________.

Accepted Answer

Podcasts are audio or video files that are distributed over the internet for playback on a variety of devices, such as smartphones, tablets, and computers. They are not digital representations of animated pictures, dynamic advertisements, or advertisements that alter the contents of a web page. Although podcasts can be used for advertising purposes, they are not inherently advertisements that pop up between web pages.

Question 8

Which of the following is a valid observation about word of mouth advertisements?

Accepted Answer

Social media can be a powerful tool for generating positive word of mouth because it allows individuals to share their experiences with a wider audience. However, it is not the only form of word of mouth advertisement, and other forms may be more effective for certain organizations or products. Additionally, attempts to manipulate or control word of mouth can backfire and lead to negative consequences.

Question 9

Which of the following is a disadvantage of using e-mails in marketing?

Accepted Answer

Customers can easily filter out or mark as spam any promotional emails that they receive, which makes it difficult to ensure that the message reaches the intended audience.

Question 10

Which of the following is an example of marketing through social media?

Accepted Answer

Advertising the new car model on Facebook is an example of marketing through social media.

Question 11

You are browsing through an entertainment Web site. When you click on one of the links, the screen turns grey and displays the advertisement of an automobile manufacturer. Clicking on the advertisement leads to the automobile manufacturer's Web site. This advertisement is an example of a(n)________.

Accepted Answer

An interstitial ad is a full-page advertisement that appears between web pages. It typically appears while a website's content is downloading or between transitions. In this case, when the user clicked on a link, the interstitial ad of an automobile manufacturer appeared.

Question 12

________ marketing generates excitement, creates publicity, and conveys new relevant brand-related information through unexpected or even outrageous means.

Accepted Answer

The answer of ________ marketing generates excitement, creates publicity, and...

Question 13

Which of the following statements is true about mobile apps?

Accepted Answer

Mobile apps are software programs that can be loaded on to smart phones. They are designed to perform a variety of functions such as games, social networking, shopping, and productivity tools.

Question 14

Albert Hawkins is a famous writer. He has authored more than fifteen books in Spanish. He publishes his thoughts online and updates the pages periodically. This online account has generated much public interest in Spain and has many readers. Hawkins's online journal is an example of a(n)________.

Accepted Answer

Albert Hawkins's online journal is an example of a blog, as it is an online platform where he publishes his thoughts and updates the pages periodically.

Question 15

Which of the following is Word's biggest social network?

Accepted Answer

Facebook is Word's biggest social network, with over 2.7 billion monthly active users as of 2021. MySpace and Orkut are no longer popular, Twitter is a microblogging platform, and Youtube is a video sharing platform.

Question 16

________ is a social network that concentrates majorly on music and entertainment.

Accepted Answer

MySpace is a social network that was particularly designed for musicians and music lovers. It has a large database of music and entertainment content, and its users can customize their profiles with music and videos. While it has declined in popularity since its peak in the mid-2000s, it is still known as a platform for music discovery and promotion.

Question 17

All the PR benefits a firm receives without having directly paid for anything is called ________ media.

Accepted Answer

Earned media refers to the publicity gained through promotional efforts other than paid media. This includes media coverage, social media mentions, customer reviews, and influencer endorsements. Earned media is valuable for companies as it can increase brand recognition and credibility.

Question 18

A banner ad is a(n)________.

Accepted Answer

A banner ad is a small, rectangular box containing text and perhaps a picture that is usually displayed on a website.

Question 19

Inception, a recent Hollywood blockbuster, had created a lot of interest among the viewers even before its release due to the credentials of its makers. The movie was discussed in social network pages and discussion forums. The discussions increased after its release and it helped the movie do good business. Which of the following most closely describes the type of marketing discussed in this example?

Accepted Answer

The example given describes the impact of word of mouth marketing on the success of the movie. The discussions on social network pages and forums created interest among viewers and helped the movie do good business. Hence, the best choice is D, word of mouth marketing.

Question 20

In ________, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer's product or consumption interests.

Accepted Answer

The description given in the question perfectly matches paid searches or pay-per-click (PPC) advertising where marketers bid on search terms related to their products or services. The higher the bid, the higher the placement of their ad in search engine results pages. This type of advertising is considered more targeted as it reaches people who are already interested in a particular product or service. Pop-up advertising, display advertising, banner marketing, and micro-advertising are different types of digital advertising, each with their own unique features and purposes.

Quiz 19: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling