Question 1

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

Accepted Answer

Advertising a new car model on Facebook is an example of marketing through social media. Social media platforms like Facebook, Twitter, and Instagram are commonly used for marketing and advertising purposes, as they offer targeted advertising options and a large audience.

Question 2

________ is another form of word of mouth that encourages consumers to pass along company-developed products and services or audio,video,or written information to others online.

Accepted Answer

Viral marketing is a form of word of mouth marketing where consumers share company-developed products, services, or information with others online. The idea is to create something so engaging or interesting that people feel compelled to share it with others, helping to spread the message and reach a wider audience.

Question 3

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

Accepted Answer

Social media has become a powerful tool for companies to generate positive word of mouth through various techniques such as influencer marketing and online reviews. Therefore, option B is a valid observation about word of mouth advertisements. Option A is false because companies can influence word of mouth through excellent customer service or by creating viral marketing campaigns. Option C is also false because the effectiveness of word of mouth depends on the quality of the product or service and the loyalty of customers, regardless of the size of the organization. Option D is also incorrect because companies can encourage positive word of mouth by providing incentives or creating referral programs. Option E is false because the sentiment of word of mouth can be positive or negative regardless of whether it is organic or facilitated.

Question 4

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

Accepted Answer

Earned media refers to publicity gained through promotional efforts other than paid advertising. This can include media coverage, social media mentions, word-of-mouth referrals, and other forms of organic exposure for a firm.

Question 5

Altruron Technologies creates a Facebook page for its new brand of LED television,Sparta.The Facebook page provides latest updates on Sparta and key service issues of the product.It also encourages user comments on the page and users share the information and pictures with their contacts in Facebook.The company has been marketing the page aggressively and has been encouraging users to "like" the product in Facebook.This social networking page and related efforts help the company attract prospective customers.The situation discussed here is an example of ________ marketing.

Accepted Answer

This situation is an example of viral marketing as the company is using social media to encourage users to share information about their product with their contacts, with the aim of increasing brand awareness and attracting prospective customers.

Question 6

Andrew is a post graduate student in Oxford University.He is also a member of the group of engineering professionals.The membership was issued to him when he worked as an engineer before joining the school.Andrew is called a(n)________ connecting the oxford student community and group of engineering professionals.

Accepted Answer

Andrew is acting as a bridge between the Oxford student community and the group of engineering professionals.

Question 7

________ are regularly updated online journals or diaries.

Accepted Answer

Blogs are regularly updated online journals or diaries, where individuals or organizations can post their thoughts, ideas, and experiences on a variety of topics.

Question 8

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

The advertisement that appears after clicking on a link and takes up the entire screen is called an interstitial ad. Superstitial ads are similar but typically have an animated or interactive component. Floating ads move across the screen and do not take up the entire screen. Pay-per-click ads require the user to click on them in order for the advertiser to pay. Wallpaper ads are ads that cover the background of a website.

Question 9

Which of the following statements is true about mobile apps?

Accepted Answer

Mobile apps are software programs specifically designed to be used on smart phones and are loaded onto the phone for various purposes such as entertainment, social networking, or productivity.

Question 10

Apple created a lot of publicity before the release of its tablet computer,iPad.The product was discussed in online communities and social networks.Many booked the product in advance,ensuring good initial revenues for Apple.The company published periodic updates of the product creating huge expectation in the minds of customers.This pre-launch publicity can be viewed as ________ marketing.

Accepted Answer

Buzz marketing involves creating excitement and hype around a product through word-of-mouth and social media, which is exactly what Apple did before the release of the iPad.

Question 11

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

Accepted Answer

Interstitial ads are the ones which pop up between changes on a website, often with video or animation. The other options, such as pay-per click ads and podcasts, do not necessarily pop up between changes on a website.

Question 12

Buzz and viral marketing both try to ________.

Accepted Answer

Both buzz and viral marketing aim to create a buzz or a splash in the marketplace to showcase a brand or product. They rely on word-of-mouth marketing and social media to create excitement and generate interest in the brand or product. However, they do not necessarily use unethical methods or market products without customers' knowledge.

Question 13

________ 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 conveys new...

Question 14

According to communication researchers,the society consists of ________,small groups whose members interact frequently.

Accepted Answer

The term "cliques" is often used in communication research to refer to small groups of individuals who interact frequently. This is because cliques often form within larger social networks and can have a significant impact on individual behavior and communication patterns. Choices A, B, D, and E do not accurately describe this phenomenon.

Question 15

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

Accepted Answer

LinkedIn is a social network designed specifically for professionals, with an emphasis on career development, networking, and job search. It allows users to create a professional profile, connect with other professionals, join industry groups, post job openings, and share content related to their field of work. It is widely used by recruiters, employers, and job seekers, making it a valuable resource for career-minded individuals.

Question 16

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

Accepted Answer

Customers can filter e-mails and many won't reach them, resulting in lower open rates and lower impact of the marketing message.

Question 17

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 describes how the movie Inception created interest and buzz through discussions in social network pages and discussion forums, which is a form of word of mouth marketing.

Question 18

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 account that publishes his thoughts and updates periodically is an example of a blog.

Question 19

People who know and communicate with a great number of other people are called ________.

Accepted Answer

People who know and communicate with a great number of other people are commonly referred to as "connectors". The other options are not commonly used terms to describe this type of person.

Question 20

Aldoor,a smart phone manufacturer,understands that word of mouth marketing is an important aspect in the success of a product.It promotes discussions about the product both online and offline.Certain loyalists,who have good knowledge about smart phones,act as key participants in such discussions.They help others sort out the problems and provide suggestions to those who want to buy smart phones.These individuals can be called ________.

Accepted Answer

The individuals who have good knowledge about smart phones and act as key participants in promoting discussions about the product are called "mavens". They help others sort out the problems and provide suggestions to those who want to buy smart phones. Therefore, option E is the best choice.

Quiz 17: Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling