Question 1

Online customer reviews are the second-most trusted source of brand information. What is the most trusted source?

Accepted Answer

According to numerous studies, recommendations from friends and family are consistently reported as the most trusted source of brand information.

Question 2

What are the two most trusted sources of brand information?

Accepted Answer

The answer of What are the two most trusted sources...

Question 3

DuPont's measures of online word of mouth include ad campaigns' ________, that is, the extent to which a campaign was not a one-shot deal.

Accepted Answer

The word "sustainability" indicates the longevity or endurance of a campaign, which implies measuring the extent to which it was not a one-shot deal. Therefore, the best choice is E – sustainability. The other options, authority, sentiment, relevance, and scale, do not directly relate to measuring the longevity of online word of mouth.

Question 4

Consumers are more likely to transmit negative WOM and pass on information about their own negative consumption experiences than about others' negative experiences.

Accepted Answer

The answer of Consumers are more likely to transmit negative...

Question 5

What is viral marketing? Give an example of a Web site where user-generated content is sometimes shared widely.

Accepted Answer

The answer of What is viral marketing? Give an example...

Question 6

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

Accepted Answer

Brand salience refers to how easily a brand comes to mind or stands out in a consumer's memory. When a brand is highly salient, it is more likely to be discussed in face-to-face, oral communications. This is because people are more likely to talk about things that are top-of-mind for them. Brand novelty, excitement, surprise, and edginess may also increase the likelihood of being discussed, but not as consistently as brand salience.

Question 7

When researchers seek to evaluate word of mouth according to the relevance, sentiment, and authority of where the message came from, they are focused on characterizing the message's ________.

Accepted Answer

The question is asking about the characteristics of the message, specifically where it came from. Therefore, the best answer is B) source. The other options (speed, scale, share, space) are not relevant to the question being asked.

Question 8

PepsiCo created a Mission Control Center-set up like a broadcast television control room-in the middle of the marketing department in its Chicago headquarters. What was the purpose of this effort?

Accepted Answer

The purpose of the Mission Control Center was to monitor the Gatorade brand on social networks around the clock.

Question 9

According to researchers, what steps can improve the likelihood of starting positive buzz?

Accepted Answer

The answer of According to researchers, what steps can improve...

Question 10

Only four percent of online content cascades to more than one person beyond the initial recipient.

Accepted Answer

This statement is true. Studies have shown that online content typically only spreads to a small percentage of people beyond the initial recipient.

Question 11

A recent Nielsen survey found that online customer reviews were the most trusted source of brand information.

Accepted Answer

The answer of A recent Nielsen survey found that online...

Question 12

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

Accepted Answer

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

Question 13

Which of the following is NOT an example of viral marketing?

Accepted Answer

Viral marketing involves creating content that spreads rapidly from person to person through social networks, enhancing brand awareness. Choices A, B, C, and D all describe creating content or experiences that can be shared and spread by individuals, fitting the viral marketing strategy. Choice E, placing a Facebook ad about a TV channel, is a direct advertising approach rather than content designed to be shared virally among users.

Question 14

Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz?

Accepted Answer

This option does not contribute to starting positive buzz. The other options mentioned, such as supplying key people with product samples, working through community influentials, developing word-of-mouth referral channels, and providing compelling information that customers want to pass along, are all strategies that can help generate positive buzz.

Question 15

How are some review sites enhancing the influence of online reviews?

Accepted Answer

The answer of How are some review sites enhancing the...

Question 16

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 often motivated by how their actions will affect their self-image and the perception others have of them. Therefore, the extrinsic factor most likely to sway a consumer's decision about whether to contribute to social media is whether it affects their self-image.

Question 17

What kinds of brand-related information are consumers most likely to share?

Accepted Answer

The answer of What kinds of brand-related information are consumers...

Question 18

Consumers are more likely to discuss brands online if they are salient and come easily to mind.

Accepted Answer

When brands are more salient (or noticeable) and come easily to mind, consumers are more likely to remember and discuss them online. This is because they are more top-of-mind and can trigger spontaneous conversations and sharing.

Question 19

P&G's Vocalpoint is a group built on the premise that highly engaged individuals do not want to be bothered with learning about products.

Accepted Answer

The statement is incorrect. P&G's Vocalpoint's premise is that highly engaged individuals are interested in learning about and sharing information about products with their social network.

Question 20

DuPont measures online word of mouth in terms of how far its social media campaign reached. This is an example of measuring the ________ of word of mouth.

Accepted Answer

DuPont is measuring the scale of their word of mouth by determining how many people their social media campaign reached.

Quiz 16: Managing Digital Communications: Online, Social Media, and Mobile