Deck 36: Facebook: Advertising’s Troubling Future

Question 1

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

A) Set the objectives that the campaign should accomplish.
B) Examine trends and best practices in Facebook advertising.
C) Identify the advertising campaign's target audience.
D) Ask friends and family to click your ads to boost your campaign's metrics.
E) Implement and monitor the campaign.

Answer 1

E
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.

Answer 2

True

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.

Answer 3

True

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?

A) Social media monitoring
B) environmental scanning
C) identifying the target audience
D) product differentiation
E) developing earned media

Question 5

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

A) The rate of change in social media is astounding.
B) Facebook's growth is forecasted to slow by nearly half in 2013.
C) Inactives decreased from 44 percent in 2007 to only 18 percent in 2009.
D) Though GM pulled its ads from Facebook, Ford and Coca-Cola announced plans to intensify their social media marketing.
E) All of the above

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.

Question 7

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

A) creator
B) critic
C) collector
D) joiner
E) spectator

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?

A) click throughs to an external Web site
B) a Facebook page's number of fans
C) the volume of consumer-created buzz
D) search engine rank and results
E) all of the above

Question 9

Display advertising on Facebook is an example of:

A) owned media
B) earned media
C) paid media
D) publicity
E) all of the above

Question 10

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