Question 1

Which of the following is NOT a benefit of a social media presence for a brand?

Accepted Answer

The statement "Social media allows companies to have a short-term focus" is not a benefit of social media presence for a brand as social media should be used for long term brand building and relationship building with customers.

Question 2

When GlaxoSmithKline sponsored a weight-loss community in preparation for the launch of its first weight-loss drug, Alli, which of the following was the key benefit of the online community?

Accepted Answer

The key benefit of the online community was two-way information flow which led to useful, hard-to-get customer information and insights.

Question 3

When it comes to social media, only some consumers want to engage with some brands, and, even then, only some of the time.

Accepted Answer

Not all consumers are interested in engaging with all brands on social media, and even those who are may not engage with them consistently.

Question 4

Social media allow marketers to build or tap into online communities, inviting participation from consumers and creating a long-term marketing asset in the process.

Accepted Answer

Social media provide a platform for marketers to engage with consumers and build relationships with them, which can lead to the creation of online communities. These communities can be a valuable marketing asset as they offer a way to reach and influence a large group of potential customers over an extended period.

Question 5

Identify three reasons social media are rarely the only source of communications for a brand.

Accepted Answer

The answer of Identify three reasons social media are rarely...

Question 6

What are the three main platforms for social media?

Accepted Answer

The answer of What are the three main platforms for...

Question 7

Why should firms avoid too much democratization of innovation?

Accepted Answer

The answer of Why should firms avoid too much democratization...

Question 8

San Francisco bakery Mission Pie benefited from sending tweet alerts about its events on TreeHugger.com.

Accepted Answer

Mission Pie, a San Francisco bakery, is not known for sending tweet alerts about its events on TreeHugger.com. TreeHugger.com is an environmental website, and there's no direct connection between it and Mission Pie's marketing or social media strategies.

Question 9

Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?

Accepted Answer

Brand salience is the extent to which a brand is top of mind and easily recalled by consumers. When a brand is salient, it increases the likelihood that it will be discussed in face-to-face, oral communications because it is more easily recalled and talked about. However, brand novelty, excitement, surprise, and edginess could also potentially increase the likelihood of discussion, depending on the individual consumer and the context in which the brand is being discussed.

Question 10

Which of the following extrinsic factors is most likely to sway a consumer's decision about whether to contribute to social media?

Accepted Answer

Consumers are more likely to contribute to social media if it affects their self-image, as their perception of themselves and the way others see them is important. While the other factors listed may also play a role in a consumer's decision to contribute, self-image is likely to be the most influential extrinsic factor.

Question 11

Bloggers do not need to disclose their relationship with marketers whose products they endorse.

Accepted Answer

Bloggers are required by law to disclose their relationship with marketers when endorsing products. This helps ensure transparency and honesty in advertising. Failure to disclose can result in fines or legal penalties.

Question 12

AT&T found that one of the most effective drivers of its sales, along with unaided advertising awareness was ________.

Accepted Answer

According to the question, the most effective driver of AT&T's sales, along with unaided advertising awareness, was mentioned. Among the given options, the one that stands out as a crucial driver of sales along with advertising awareness is word-of-mouth (WOM). Therefore, the answer is D.

Question 13

Firms benefit when they democratize innovations and replace groundbreaking ideas with lowest-common-denominator solutions.

Accepted Answer

Firms actually benefit when they pursue groundbreaking ideas and innovations, rather than sticking with safe, lowest-common-denominator solutions. This allows them to stay ahead of competitors, create new markets, and potentially reap high rewards.

Question 14

Facebook is an early warning system for firms that permits rapid response, whereas Twitter allows deeper dives to engage consumers in more meaningful ways.

Accepted Answer

Facebook and Twitter both serve as platforms for firms to engage with consumers, but their roles are not strictly divided into early warning systems and deep engagement. Each platform can be used for a variety of purposes including rapid response, deep engagement, and consumer interaction depending on how a firm chooses to utilize them.

Question 15

Faith is a big fan of a popular musical group, so she created a place for other fans to communicate with each other online. Faith created a ________.

Accepted Answer

A forum is a discussion board where people with common interests can share information and communicate with each other. It is commonly used for fan communities to discuss their favorite music, movies, or other topics.

Question 16

________ is a form of online word of mouth, or "word of mouse," 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 online word of mouth that encourages consumers to share company-developed products, services, or information with others online. It is called "viral" because like a virus, it spreads quickly from person to person through social media, email, or other digital channels. The goal of viral marketing is to create buzz and generate awareness of a brand or product in a cost-effective way. Guerrilla marketing is a different form of marketing that involves unconventional tactics to promote a brand, while microsite marketing and interstitial marketing are specific tactics within digital marketing. Public relations, on the other hand, involves managing a company's reputation through media relations, publicity, and other communications strategies.

Question 17

Which of the following is a blog network?

Accepted Answer

Sugar is a blog network that includes various lifestyle blogs such as PopSugar, Food52, and FitSugar. The other options (Facebook, MySpace, Groupon, and YouTube) are social media platforms or deal websites, not blog networks.

Question 18

What percentage of word-of-mouth content cascades to more than one person beyond the initial recipient?

Accepted Answer

Research indicates that only about 4 percent of word-of-mouth content cascades beyond the initial recipient to one or more additional people.

Question 19

At the PopSugar blog site, a team of bloggers tracks green consumer products for 5 million unique visitors per month.

Accepted Answer

As of my last update, PopSugar is a popular lifestyle website that covers a variety of topics including beauty, fashion, celebrity news, fitness, and more, rather than focusing solely on tracking green consumer products. The number of unique visitors can also fluctuate and may not specifically be 5 million per month.

Question 20

Why are social media important to marketers?

Accepted Answer

The answer of Why are social media important to marketers?...

Quiz 21: Managing Digital Communications: Online, Social Media, and Mobile