Deck 18: Social Media and Marketing

Question 1

Identify a true statement about online gaming.

A)Massive multiplayer online games attract 6- to 10-year-olds.
B)It restricts marketers from engaging with customers.
C)Many mobile games use advertising to generate revenue for the game developers.
D)Fantasy games are more appropriate for marketing than social and real-world-like games.

Answer 1

C

Question 2

Review sites lack the scope for two-way interaction between marketers and consumers.

Answer 2

False

Question 3

Marketers have found that social news sites are useful for creating conversations around relevant issues.

Answer 3

True

Question 4

Which of the following statements is true of crowdsourcing?

A)It describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people.
B)It describes how the level of buzz created for a product can be used as a measurable parameter for determining the product's effectiveness.
C)It describes various criteria to choose a suitable method to promote a product or a service.
D)It describes the factors that lead to consumers buying a product.

Question 5

Which of the following changes has been brought about in advertising because of the influence of social media?

A)The number of ways in which marketers can have direct and meaningful conversations with customers has reduced.
B)The focus of social media has unavoidably shifted to manufacturers.
C)The interaction between producer and consumer has become less about engaging and more about entertaining.
D)The audience is often in control of the message, the medium, the response, or all three.

Question 6

As long as the ads are not overly intrusive, most users opt to play free versions of games with ads over paid versions that do not have ads.

Question 7

The benefits of social media can be easily measured.

Question 8

Wennel Inc., a fashion designing company, organizes an online contest. Participants need to design outfits for women. The designs are to be posted on a social media website where members can vote and provide feedback. Based on the votes, Wennel Inc. would announce the winner and also offer a job at its firm. In this scenario, Wennel Inc. is involved in _____.

A)brandjacking
B)tagging
C)blogging
D)crowdsourcing

Question 9

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among the public. Given this information, which of the following would be the best platform to be used by the production house?

A)StumbleUpon
B)Photobucket
C)YouTube
D)Imgur

Question 10

_____, a social media metric, indicates the number of likes, fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time.

A)Buzz
B)Influence
C)Interest
D)Participation

Question 11

Facebook is by far the largest social network for gaming.

Question 12

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

Question 13

In social media, negative comments and complaints can illuminate unknown brand flaws.

Question 14

Social media provide more sophisticated methods of measuring how marketers meet and interact with consumers than traditional advertising does.

Question 15

A publicly accessible web page that serves as an interactive journal is called a tweet.

Question 16

According to Charlene Li and Josh Bernoff of Forrester Research, inactives are people who read blogs, listen to podcasts, watch videos, and generally consume media.

Question 17

While much of the excitement in social media has been based on website and new technology uses, much of the growth lies in:

A)the diminished demand for televisions.
B)new platforms like tablets and smartphones.
C)the division of society into economic strata.
D)the reduced demand for crowdsourcing.

Question 18

Social news sites combine the fun of social networking with the utility of location-based global positioning system technology.

Question 19

One of the implications of social media for marketers is that they must realize that they have control over the content on social media sites.

Question 20

LinkedIn is designed to be multimedia-rich rather than information-rich.

Question 21

_____ are independent and not associated with the marketing efforts of any particular company or brand.

A)Marketing communications
B)Social networking sites
C)Social media campaigns
D)Noncorporate blogs

Question 22

Kelly's Kitchen, a restaurant, strives to improve its customer service and makes sure that its customers enjoy the food and ambience at the restaurant. The restaurant's manager gathers and assesses customer reviews from various sources and evaluates their opinions and sentiments. This scenario illustrates the process of _____.

A)personal selling
B)social media monitoring
C)market basket analysis
D)lead qualification

Question 23

Monette has posted over 100 book reviews on discussion forums. She also frequently reviews products and services and posts her reviews on local restaurants on review sites. As a social media user, Monette would best be characterized as a _____.

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

Question 24

In an interactive space, earned media include:

A)display advertising.
B)viral videos.
C)purchased advertisements.
D)paid search words.

Question 25

Buzz, a social media metric, is based on:

A)the number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds, retweets, Facebook posts, pins, and time spent with social media platform.
B)posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day.
C)the number of likes, fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time.
D)media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based on social graphs.

Question 26

According to Charlene Li and Josh Bernoff of Forrester Research, which of following categories of social media users posts comments, ratings, and reviews of products and services on blogs and forums?

A)Critics
B)Spectators
C)Joiners
D)Inactives

Question 27

Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products. Given this information, which of the following is true of Magnira Corp.?

A)It should not disclose the prices of its products and services to the public.
B)Its pages are subject to search engine indexing.
C)It is restricted from communicating directly with stakeholders due to risks of hacking.
D)Its pages are displayed in the form of individual profiles.

Question 28

According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who maintain a social networking profile and visit other sites.

A)joiners
B)inactives
C)critics
D)creators

Question 29

Which of the following processes is used in social media monitoring?

A)Personal selling
B)Crowdsourcing
C)Sentiment analysis
D)Brandjacking

Question 30

Which of the following actions is performed during the final stage of an effective social media plan?

A)Setting objectives that can be specifically accomplished through social media
B)Examining trends and best practices in the industry
C)Listening to customers and understanding their expectations
D)Making changes to the implemented campaign based on consumer response

Question 31

Twitpic, Flickr, and Photobucket are all examples of:

A)media sharing sites.
B)corporate blogs.
C)virtual travel sites.
D)search engines.

Question 32

Which of the following is the second stage involved in creating an effective social media plan?

A)Listening to customers
B)Setting social media objectives
C)Defining strategies
D)Identifying the target audience

Question 33

Short message service (SMS) is different from multimedia messaging service (MMS) in that:

A)SMS allows 960-character text messages, whereas MMS allows 160-character text messages.
B)SMS is designed specifically for viewing pictures and navigation on mobile devices, whereas MMS does not have such features.
C)SMS does not allow the attachment of images, videos, and ringtones to text messages, whereas MMS does.
D)SMS does not require the Internet, whereas MMS requires the Internet to function.

Question 34

_____ are websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services.

A)Social bookmarking sites
B)Review sites
C)Location-based social networking sites
D)Search sites

Question 35

Which of the following statements is true of social commerce?

A)Marketers cannot customize their products as per the needs of specific groups of consumers.
B)It relies on user-generated content on websites to assist consumers with purchases.
C)Marketers are often in control of the message, the medium, and the response.
D)It does not offer consumers the scope to make informed decisions on purchases and services.

Question 36

The first action a marketing team should take when initiating a social media campaign is:

A)to establish a listening platform.
B)to identify the medium for the campaign.
C)to identify potential consumers.
D)to develop a list of objectives.

Question 37

Social bookmarking sites differ from social news sites in that:

A)the objective of their users is to collect, save, and share interesting and valuable links.
B)they allow users to edit the stories to ensure that the information posted is accurate.
C)users can decide the content they want to promote on a given website by voting.
D)they allow consumers to use them as location-based social networking sites.

Question 38

Marla, a 55-year-old woman, needs to move out of town. She wants to connect with some of her old school friends and stay in touch with her ex-colleagues. In this case, which of the following is Marla most likely to use for this purpose?

A)SoundCloud
B)YouTube
C)Facebook
D)Flickr

Question 39

Which of the following treats location-based micronetworking as a game?

A)Facebook
B)Twitter
C)WordPress
D)Foursquare

Question 40

Which of the following implications does social media pose on marketers?

A)Marketers must understand that social media lacks methods to measure the interaction between marketers and customers.
B)Marketers must understand that word of mouth spreads slowly on social media sites.
C)Marketers must realize that it is enough for them to have a great ad campaign on social media for successful promotion.
D)Marketers must realize that they often do not control the content on social media sites.

Question 41

Bethany follows several blogs and is a frequent user of YouTube. She does not have her own website, and she almost never posts any comments on the sites she visits. She just enjoys reading and watching the content on popular sites. In this case, Bethany would be best characterized as a _____.

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

Question 42

Social media measurements are meaningless unless:

A)they dismiss return on investment.
B)they ignore investment per fan and follower.
C)they ignore the rate of accumulation.
D)they are tied to key performance indicators.

Question 43

MirrorSense is a social networking site which allows members to write their views and opinions about various products, services, social issues etc. However, members on this website can write no more than 140 characters. In this case, MirrorSense is a(n) _____.

A)e-commerce site
B)search engine
C)e-magazine
D)microblog

Question 44

Distinguish between owned media and earned media with examples.

Question 45

Describe the different mobile marketing tools.

Question 46

Explain how virtual worlds and online gaming help marketers to engage with customers.

Question 47

Which of the following statements is true of advertising in social media?

A)Social media marketing is popular because it is free of cost.
B)Social media marketing is less effective for services than products.
C)Social media mostly focus on deepening relationships with customers.
D)Social media lacks the effectiveness of word of mouth advertising.

Question 48

Explain the reasons for the recent popularity of mobile marketing.

Question 49

Explain the role of social media in marketing.

Question 50

According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who read blogs, listen to podcasts, watch videos, and generally consume media.

A)conversationalists
B)inactives
C)critics
D)spectators