Question 1

Which of the following is not an important step when creating an effective Facebook advertising campaign?

Accepted Answer

Artificially inflating your campaign's metrics is not one of the six stages involved in creating an effective social media plan.In fact,intentionally altering metrics could distort your campaign's results,distorting the metrics' usefulness.

Question 2

Before embarking on Facebook advertising campaigns,corporations big and small should engage in listening.Listening allows companies to understand Facebook's advertising landscape before they enter it.

Accepted Answer

It is important for companies to listen and understand Facebook's advertising landscape before starting any campaigns.

Question 3

Despite the loss of GM's advertising,Forrester Research predicts that display advertising and other forms of social media marketing will grow to more than 21 percent of spending by 2014.

Accepted Answer

According to the statement, Forrester Research predicts that display advertising and other forms of social media marketing will grow to more than 21 percent of spending by 2014, despite the loss of GM's advertising.

Question 4

If the studies conducted by Greenlight and comScore considered what was being said about Facebook's advertising platform on various social media Web sites,they would be engaging in what process?

Accepted Answer

Social media monitoring is the process of identifying and assessing what is being said about a company,individual,product or brand.

Question 5

Which of the following statements should a marketing executive consider before deciding to invest in Facebook advertising?

Accepted Answer

It is important for marketers entering social media to have as much information as possible.Listening to customers and industry trends,as well as continually revising the social media plan to meet the needs of the changing market are keys to successful social media marketing.

Question 6

Even if Facebook begins to lose substantial amounts of Web-based advertising revenue,it should continue to focus on this type of marketing instead of developing a mobile marketing plan.

Accepted Answer

While much of the excitement in social media has been based on Web sites,much of Facebook's future growth will lie in new technologies,particularly mobile and Smartphone platforms.

Question 7

A social media user who surfs Facebook and clicks on advertisements but does not create any content herself is likely a:

Accepted Answer

Spectators generally consume media,but do not create it themselves.73 percent of social media users function as spectators.

Question 8

To gauge the success of a Facebook advertising campaign,a company should track metrics tied to key performance indicators.Which of the below is an example of such a metric?

Accepted Answer

All of these are examples of social media metrics that apply to a Facebook advertising campaign.

Question 9

Display advertising on Facebook is an example of:

Accepted Answer

Ads purchased on Facebook are considered paid media since the brand is paying for the text-based or visual ad that shows up on the right hand side of Facebook profiles.

Question 10

As with newspapers,television,and other forms of traditional media,marketing on Facebook generally takes the form of mass-media information transmission.

Accepted Answer

Whereas traditional marketing media offer a mass-media method of interacting with consumers,social media like Facebook offer more one-to-one ways to meet consumers.

Quiz 36: Facebook: Advertising’s Troubling Future