Question 1

In the past, a consumer would tell 12 to 15 people about a bad experience with a brand. Now, with the internet, a consumer can tell thousands, or even millions, about a bad experience.

Accepted Answer

With the availability of social media and online review platforms, a single negative review or experience can potentially reach a large audience, allowing consumers to share their opinions and experiences with a much wider audience.

Question 2

Real-time marketing has shown success in sporting events, but not for non-sporting events.

Accepted Answer

This statement is not necessarily true. Real-time marketing can be successful for both sporting and non-sporting events, depending on the specific strategy and execution.

Question 3

A blog produced by a brand offers the firm's marketing personnel, as well as visitors, the most freedom in posting material and making comments.

Accepted Answer

A blog produced by a brand often has guidelines and restrictions to maintain the brand's image and message, limiting the freedom in posting material and comments.

Question 4

The idea of real-time marketing did not exist prior to the famous blackout during the Super Bowl game of 2013.

Accepted Answer

Real-time marketing existed prior to the 2013 Super Bowl blackout, but the incident did contribute to the popularization and increased adoption of real-time marketing strategies.

Question 5

A common method of content seeding is offering some type of financial incentive, such as coupons, rebates, and contests.

Accepted Answer

This statement is true. Offering financial incentives is a common method used in content seeding to encourage people to engage with the content and share it with others. Coupons, rebates, and contests can all be effective incentives to create buzz and spread content to a wider audience.

Question 6

Effective real-time marketing requires on-the-spot strategic planning during the time an event occurs.

Accepted Answer

Real-time marketing requires pre-planned strategies and frameworks that can be quickly adapted and executed when an event occurs, rather than creating strategies from scratch in the moment.

Question 7

Interactive blogs allow visitors to make comments or posts on the blog.

Accepted Answer

Interactive blogs have a feature that allows visitors to engage with the content by making comments or posts.

Question 8

The best approach to negative comments on a blog is for the brand to immediately delete the comment before other consumers see it.

Accepted Answer

It is not the best approach to delete negative comments immediately, as it can come across as dishonest and damage the brand's reputation. Instead, brands should respond to negative comments professionally and with empathy, showing that they are willing to address and rectify the issue. This can actually enhance the brand's credibility and demonstrate a commitment to customer satisfaction.

Question 9

Individuals who create videos, post them on video sites such as YouTube or Vine, and seek to build a following are known as vloggers.

Accepted Answer

Vloggers are individuals who create and post videos on video-sharing platforms such as YouTube and Vine with the intention of building a following.

Question 10

The social media networking site that has the least influence on purchases is:

Accepted Answer

The answer of The social media networking site that has...

Question 11

To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.

Accepted Answer

Brands have indeed set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers to take advantage of opportunities during live events.

Question 12

Vloggers are paid individuals who create videos, post them on video sites such as YouTube or Vine.

Accepted Answer

Vloggers are indeed paid individuals who create videos and post them on video-sharing platforms like YouTube or Vine. They can earn money through various means, such as advertising revenue, sponsored content, and brand deals.

Question 13

To be effective, persons serving as influencers in influence marketing programs must be deemed authentic and not as paid spokespersons for companies.

Accepted Answer

This statement is true. The effectiveness of influence marketing relies on the perception that the influencer is genuinely interested in and supportive of the product/service, and not just promoting it as a paid endorsement. Authenticity and transparency are key factors in building trust between the influencer and their audience.

Question 14

A financial incentive that can be part of a content seeding program by a brand is to offer consumers something exclusive that makes that consumer feel special.

Accepted Answer

The answer of A financial incentive that can be part...

Question 15

Influencer marketing involves an individual marketing a brand through social media.

Accepted Answer

Influencer marketing is the practice of using individuals who have a large following on social media to promote a brand, product, or service. The influencer uses their own social media accounts to promote the brand and its products or services to their followers, with the goal of increasing awareness and driving sales.

Question 16

Vloggers are not paid, because doing so would make them less authentic.

Accepted Answer

Vloggers are often paid for their content through various means such as sponsorships, product placement, and advertising. However, some vloggers may choose to be selective in their partnerships to maintain authenticity and integrity in their content.

Question 17

Content seeding by brands can be any type of incentive that offers information, uniqueness, novelty, or financial benefits.

Accepted Answer

Content seeding is a marketing strategy in which brands offer incentives in the form of informative, unique, novel or financial benefits to attract new customers or retain existing ones. This can include anything from free samples, discounts or exclusive content to product trials, early access or contests.

Question 18

Company leaders can increase the level of credibility of a blog by posting comments or honestly answering the negative criticism.

Accepted Answer

By responding to comments and criticism, company leaders show that they are actively listening and engaging with their audience, which can increase their credibility and willingness to address concerns.

Question 19

Nancy just posted a negative comment on her personal blog about a bad experience at a restaurant. She is not sponsored by the restaurant and, according to the new FTC regulations, she must state that she is not affiliated with the restaurant.

Accepted Answer

The FTC regulations on endorsements and testimonials only apply to sponsored content. Since Nancy is not sponsored by the restaurant, she is not required to disclose her lack of affiliation with the restaurant.

Question 20

Because mistakes can generate social buzz, it can be used as an effective content seeding strategy.

Accepted Answer

The answer of Because mistakes can generate social buzz, it...

Quiz 9: Social Media