Integrated Advertising, Promotion, and Marketing Communications (Social Media)

Integrated Advertising, Promotion, and Marketing Communications Social Media 1) Social media is: A) the utilization of social media and/or social networks to market a product, company, or brand. B) a social structure of individuals and/or organizations that are tied together in some manner. C) a website that focuses on a specific interest, hobby, or demographic group. D) 2) A social network is: A) the utilization of social media and/or social networks to market a product, company, or brand. B) C) a website that focuses on a specific interest, hobby, or demographic group. D) any digital tool or venue that allows individuals to socialize on the web. 3) Social media marketing is: A) B) a social structure of individuals and/or organizations that are tied together in some manner. C) a website that focuses on a specific interest, hobby, or demographic group. D) any digital tool or venue that allows individuals to socialize on the web. 4) The utilization of social media and/or social networks to market a product, company, or brand is: A) B) social media. C) a social network. D) social bookmarking. 5) A social structure of individuals and/or organizations that are tied together in some manner is: A) social media marketing. B) social media. C) D) social bookmarking. 6) Any digital tool or venue that allows individuals to socialize on the web is: A) social media marketing. B) C) a social network. D) social bookmarking. 7) General social networking sites: A) focus on a specific interest, hobby, or demographic group. B) C) focus on developing business relationships. D) allow individuals to share bookmarks of websites. 8) Niche social networking sites: A) focus on a specific interest, hobby, or demographic group. B) are broadly based and are designed to appeal to all demographics. C) focus on developing business relationships. D) allow individuals to share bookmarks of websites. 9) Social bookmarking sites: A) B) are broadly based and are designed to appeal to all demographics. C) focus on developing business relationships. D) allow individuals to share bookmarks of websites. 10) Facebook is which type of site? A) Social bookmarking B) Niche social networking C) Social communication D) 11) Skip actively participates in hunting and fishing social networks. Which type of networking sites would fit his interests? A) Social bookmarking B) C) Social communication D) General social networking 12) Wholly Guacamole built its brand name and sales by leveraging social media and building an effective direct response marketing program. TRUE or FALSE 13) Social media is any digital tool or venue that allows individuals to socialize on the web or in person. TRUE or 14) Social media marketing is the utilization of social media and/or social networks to market a product, company, or brand. or FALSE 15) Niche social networking sites are broadly focused and are designed to appeal to all demographics, regardless of gender, age, race, income or education. TRUE or 16) Dating websites would be considered a general social networking site since they can appeal to any demographic profile. TRUE or 17) If a brand wants to target females over 50 years of age that have some college, the best social media networking site would be Pinterest. TRUE or 18) Describe the term "social media." 19) Explain the differences in the terms social media, social network, and social media marketing. 20) Explain the terms "social network" and "social media marketing." 21) Identify the major categories of social networks and describe each. 22) Approximately two-thirds of internet users have a profile on: A) B) Twitter. C) Instagram. D) Pinterest. 23) Primary Twitter users tend to have all of the following demographic characteristics except: A) ages 18 to 29. B) African American. C) urban resident. D) 24) Despite its changing demographics, Facebook remains an attractive social media network for advertisers because: A) a large percentage of users share details of their lives on a daily basis. B) the number of individuals 55 or older has increased 80 percent. C) most users examine content on Facebook daily and make comments on photos or posts. D) 25) Primary Pinterest users tend to have all of the following demographic characteristics except: A) under 50 years of age. B) C) some college. D) female. 26) Compared to Twitter, Facebook is more effective for advertising because Facebook generates: A) B) more posts, likes, and shares than Twitter. C) younger, more affluent users than Twitter. D) greater brand awareness than Twitter. 27) Which social media network limits messages to 140 characters? A) Facebook B) Instagram C) Pinterest D) 28) All of the following statements about Facebook are true except: A) number of teens on Facebook has declined over 25 percent in the last 3 years. B) number of individuals 55 or older has increased 80 percent. C) D) Facebook has over 1.2 billion users worldwide. 29) Current trends in consumer video sharing include all of the following except: A) uploading broadcast ads. B) video reviews of products. C) D) consumer re-creation of advertisements. 30) Current trends in consumer video sharing include all of the following except: A) creating consumer-produced how-to videos. B) C) capturing real-time events. D) creating branded videos. 31) Annie loves Kate Spade fashions and has created a video showing off some of the Kate Spade clothes she has purchased. Posting this video to YouTube is an example of which consumer video sharing trend? A) Uploading of broadcast and internet ad B) C) Consumer created how-to videos D) Consumer re-creation of advertisements 32) Mandy has a reputation of being an excellent beautician. As a result, L'Oreal has offered to be an active sponsor of the videos she has created and posted to YouTube. This is an example of the consumer video sharing trend of: A) consumer created branded videos. B) C) consumer created how-to videos. D) consumer re-creation of advertisements. 33) If Comcast wants to reach minorities, especially African-Americans and Hispanics, the best social media networking site is: A) Facebook. B) Instagram. C) Pinterest. D) 34) The mobile photo and video sharing network owned by Facebook with over 200 million users is: A) Facebook. B) C) Pinterest. D) Twitter. 35) An attractive feature of Instagram is that users tend to be: A) highly educated with incomes above $100,000. B) young and male. C) young and primarily of a minority race. D) 36) The most popular marketing tactics being used by brands with Instagram are: A) encouraging consumers to upload, share, or like personal photos wearing or displaying the brand. B) offering coupons, contests, and sweepstakes. C) D) offering prizes for liking photos or videos and linking photos or videos displaying the brand to the brand's website. 37) A current trend on YouTube is video reviews of brands. Most are made by positive and passionate fans raving about the brand. For Covergirl and Revlon, what percent of videos that mention the brand are fan-created videos? A) 66 percent B) 77 percent C) 88 percent D) 99 percent 38) The bulletin-board style social networking site with over 70 million users is: A) Facebook. B) Instagram. C) D) Twitter. 39) The most popular topics featured on Pinterest are: A) B) sports and exercise. C) hobbies and special events. D) video ads and funny personal photos. 40) Overall, males utilize social media more than females. TRUE or FALSE 41) If a brand wants to target African-Americans through social media, a good social networking site to use would be Twitter. or FALSE 42) Facebook now has over one billion users worldwide. or FALSE 43) Instagram presents the largest source of display ads of all social networks. TRUE or FALSE 44) The number of teens using Facebook is currently declining while the number of individuals 55 years old or older is steadily increasing. or FALSE 45) Twitter is a good way for businesses to learn what consumers are saying about their business. TRUE or FALSE 46) Twitter is not a good social networking site for small businesses due to the limited number of characters that can be inserted in each tweet. TRUE or FALSE 47) Approximately 42 percent of online consumers use multiple social networking sites. TRUE or FALSE 48) By 2017 experts believe YouTube will have more views, likes, and shares than either Facebook or Twitter. TRUE or FALSE 49) While a large number of consumers post videos on YouTube, few consumers have their own YouTube channel. TRUE or FALSE 50) When consumers re-post television or internet ads they have seen to YouTube, in most cases it is ads they do not like. TRUE or FALSE 51) In terms of videos posted to YouTube, consumer-produced videos exceed company or brand produced materials. TRUE or FALSE 52) Rather than access a brand's website or contact technical support, many consumers go to YouTube to see videos on how to use a product or repair it. TRUE or FALSE 53) While Facebook has a large number of users, only 10 percent update their status daily and only 15 percent make comments once a day or more. TRUE or FALSE 54) One reason marketers like Instagram is that users tend to be young, wealthy, and primarily male. TRUE or FALSE 55) The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos. TRUE or FALSE 56) Instagram is a mobile photo and video sharing social network with over 200 million users with 60 percent visiting the site daily. TRUE or FALSE 57) Approximately 70 percent of Pinterest users are male. TRUE or FALSE 58) Give a broad overview of Facebook and its appeal to marketers. 59) Give a broad overview of Twitter and its appeal to marketers. 60) Give a broad overview of YouTube. Identify current trends in consumer video sharing. 61) The two frequently reported reasons for brands to develop a social media marketing campaign are to: A) generate leads and increase sales. B) engage fans and increase brand exposure. B C) improve search rankings and gather customer intelligence. D) provide an avenue for customer interaction and enhance brand image. 62) Customer comments about a brand on social media are especially beneficial to brands because they: A) increase brand exposure. B) allow fans to engage with a brand. C) provide word-of-mouth endorsements for the brand. C D) generate leads and increase sales. 63) Using social media to engage females with the Hooter's brand was a wise strategic decision because: A) it offers two-way communication while advertising is one-way communication. B) social media is better for enhancing brand image than advertising. C) social media provides a means to support giveaways and consumer promotions. D) overall, females are heavier users of social media than males. D 64) Social media can improve search rankings on search engines in the following ways except having: A) the name of the brand mentioned frequently in social media. B) brand pages on multiple social media networks. B C) content about the brand closely fit search terms. D) comments made by individuals about a brand fit closely to search terms. 65) Social listening by brands is important because it: A) provides insights into what individuals think about the brand. A B) provides a mechanism for brands to react to negative comments. C) offers two-way communications, which enhance a brand's image. D) increases brand exposure and engages fans with the brand. 66) After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills: A) disabled the comment feature on YouTube, but left the video on YouTube. A B) removed the ad from YouTube. C) conducted a focus group to determine if the views represented the majority of Americans or it was views of a small minority. D) modified the female in the ad so the couple was of the same race. 67) Functions of social listening include each of the following except: A) identify brand advocates. B) predict trends. C) improve search rankings on search engines. C D) detect problems with the product. 68) Functions of social listening include each of the following except: A) react to negative comments. B) gather topics for branded content. C) detect patterns or shifts in views of consumers. D) generate sales leads. D 69) Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a sentiment score that indicates: A) the level of positive or negative chatter. A B) the relative number of brand mentions compared to the category leader. C) how quickly a brand needs to respond to a trend occurring in society. D) the level of negative chatter so brands can determine if they should react. 70) Brand advocates exhibit each of the following characteristics except: A) behavioral commitment. B) member of multiple social networking sites. B C) quality communication skills. D) emotional connection to the brand. 71) Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of: A) behavioral commitment. B) member of multiple social networking sites. C) quality communication skills. D) emotional connection to the brand. D 72) Adam goes to Subway almost weekly and often makes comments on Twitter about his visits. Adam's patronage of Subway illustrates the brand advocate characteristic of: A) behavioral commitment. B) member of multiple social networking sites. C) quality communication skills. D) emotional connection to the brand. 73) Brand advocates need to exhibit emotional and behavioral commitment to the brand; however, to be useful to marketers, brand advocates need to exhibit the characteristic of: A) having followers on their social network pages. B) membership in multiple social networking sites. C) quality communication skills. C D) creating a high number of likes and shares on sites they visit. 74) Social media marketing should not have as its primary objectives to: A) gather customer intelligence and improve search rankings. B) increase web traffic and generate leads. C) engage fans and increase brand exposure. D) increase sales and build brand loyalty. D 75) Based on studies by Coca-Cola and McKinsey & Co, which statement about the impact of social media is true? A) Positive social media may not cause a sales increase, but negative social media causes a sales decline. A B) Social media does not have any impact on sales. C) The amount of social media mentions has an impact on sales. D) Social media sentiment does not impact sales, but social media mentions does impact sales. 76) Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a burst quotient that indicates: A) the level of positive or negative chatter. B) the relative number of brand mentions compared to the category leader. C) how quickly a brand needs to respond to a trend occurring in society. C D) the level of negative chatter so brands can determine if they should react. 77) EngageSciences estimates ________ percent of a brand's fans generate nearly the entire social buzz about the brand. A) 4.7 B) 8.3 C) 13.6 D) 20 78) In terms of social media marketing, most brands utilize a single social media network. TRUE or FALSE 79) Giving away free merchandise or using other promotional incentives is always needed to engage fans through social media. TRUE or FALSE 80) Customer interactions on social media is important to brands because what customers say about a brand carries more weight than what a brand says about itself. TRUE or FALSE 81) For social media to enhance a brand's image it must provide solutions, useful information, and product insights. TRUE or FALSE 82) If consumers express a low level of satisfaction with a brand's social media communications, it will negatively impact their desire to purchase the brand. TRUE or FALSE 83) Mentions of the brand name in social media will automatically boost organic search rankings. TRUE or FALSE 84) If the content or comments made in social media about a brand match the search terms used by consumers, the quality of those interactions examined by search engine algorithms is increased. TRUE or FALSE 85) Most search engines examine the number of brand mentions in social media. TRUE or FALSE 86) While social listening is important because it gives brands an idea of what people think, brands must be careful, however, because consumers are hesitant about speaking how they really feel on social media networks. TRUE or FALSE 87) In listening to social chatter, brands should consider only the positive comments. TRUE or FALSE 88) The negative reaction to the Cheerios ad featuring a mixed-race couple illustrates the importance of social listening. TRUE or FALSE 89) Social listening can be an excellent source of ideas for branded content pages. TRUE or FALSE 90) In social listening, just counting the number of times a brand is mentioned does not tell the whole story. The sentiment of those mentions, whether positive or negative, is also important. TRUE or FALSE 91) Through listening to social buzz, companies can detect patterns or shifts in consumer views, but cannot determine societal trends that may be occurring. TRUE or FALSE 92) Brand advocates need to display a commitment to the brand either by their purchases of the brand or their emotional connection to the brand. Both are not necessary. TRUE or FALSE 93) For some brands, increasing sales and building brand loyalty can be primary objectives of a social media marketing campaign. TRUE or FALSE 94) While social media marketing can increase sales and build brand loyalty, the primary objective for social media marketing should be to engage fans with the brand. TRUE or FALSE 95) Social media provides a unique venue for brands to connect with loyal customers while at the same time influencing other consumers. TRUE or FALSE 96) It has been estimated that about 20 percent of a brand's fans generate about 80 percent of a brand's social buzz. TRUE or FALSE 97) If a fan makes raving positive comments about a brand in social media, that fan should be recruited as a brand advocate. TRUE or FALSE 98) In recruiting brand advocates through social listening, the most critical characteristic is an emotional connection to the brand. TRUE or FALSE 99) A Coca-Cola study found a positive relationship between social buzz and sales of the brand. TRUE or FALSE 100) Why are marketers engaging in social media marketing? 101) Discuss the reasons marketers engage in social listening. 102) Social media strategies currently used by brands include each of the following except: A) content seeding. B) direct response marketing. B C) viral marketing. D) consumer-generated reviews. 103) Social media strategies currently used by brands include each of the following except: A) content seeding. B) interactive blogs. C) lifestyle marketing. C D) real-time marketing. 104) Providing incentives for consumers to share content about a brand is: A) content seeding. A B) viral marketing. C) consumer-generated reviews. D) real-time marketing. 105) The most frequently used incentives in content seeding programs are: A) value-added incentives. B) financial incentives. B C) exclusive offers. D) contests or sweepstakes. 106) An excellent content seeding program that takes advantage of human competitiveness is to offer: A) value-added incentives. B) financial incentives. C) something exclusive that makes the person feel special. D) a contest. 107) Adrienne noticed that sharing a message about a new Louis Vuitton fashion show with her friends allowed her to see some of the new fashions before the show took place. This type of content seeding is an example of: A) a value-added incentive. A B) a financial incentive. C) creating a brand advocate. D) a contest. 108) The creation and execution of instantaneous marketing messages in response to or in conjunction with occurrences in live events is: A) content seeding. B) viral marketing. C) consumer-generated reviews. D) real-time marketing. D 109) The concept of real-time marketing within social media originated with: A) the war room assembled by Adobe during the 2014 Super Bowl game. B) Oreo cookies during the blackout in the 2013 Super Bowl game. B C) Starbuck's tweet offers during a Northeast blizzard in 2013. D) McDonald's tracking of 3 million conversations each month and deploying strategic response messages. 110) The success of Oreos during the 2013 Super Bowl game led to: A) viral marketing campaigns created prior to live events, but launched during live events. B) the creation of interactive blogs that engage fans of a sporting event. C) the creation of war rooms during live events to create and execute instant marketing messages. C D) content seeding strategies employed just prior to and during live sporting events. 111) Effective real-time marketing requires: A) an unusual occurrence during a live event that results in fans engaging social media interactions. B) viral marketing strategies be developed and seeded just minutes before a live event. C) marketing messages be created and approved by a brand's legal team prior to live events. D) upfront strategic planning prior to the assembling of war rooms during a live event. D 112) In order to avoid litigation, marketers involved in real-time marketing must: A) develop policies and rules prior to live events that govern real-time marketing messages. B) develop only viral marketing messages that are initiated by a consumer or fan posting on social media. C) have all messages approved by the brand's legal team prior to a live event. D) develop upfront strategic planning prior to the assembling of war rooms during a live event. D 113) During a recent blizzard, Starbuck's sent messages on Facebook and Twitter that focused on a warm cup of coffee. This is an example of the social media strategy of: A) content seeding. B) viral marketing. C) consumer-generated reviews. D) real-time marketing. D 114) The best position for video ads to maximize click-through rate is: A) pre-roll. B) mid-roll. C) post-roll. C D) either mid-roll or post-roll. 115) The best position for video ads to maximize impressions is: A) pre-roll. A B) mid-roll. C) post-roll. D) either mid-roll or post-roll. 116) Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is: A) pre-roll. A B) mid-roll. C) post-roll. D) either mid-roll or post-roll. 117) HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is: A) pre-roll. B) mid-roll. B C) post-roll. D) either mid-roll or post-roll. 118) The best position for video ads to maximize click-through rate is: A) pre-roll. B) mid-roll. C) post-roll. D) either mid-roll or post-roll. 119) HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is: A) pre-roll. B) mid-roll. C) post-roll. D) during-roll. 120) American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is: A) pre-roll. B) mid-roll. C) post-roll. C D) either mid-roll or post-roll. 121) Which word-of-mouth communication is provided by individuals who are seen as thought or opinion leaders within their social circles or as experts within a particular field? A) Biased marketing B) Opinionated marketing C) Influencer marketing C D) Brand loyalty marketing 122) A local newspaper reporter is an opinion leader when it comes to recognizing the best bar-bque in town. The reporter could be included in which type of program? A) Biased marketing B) Opinionated marketing C) Influencer marketing C D) Brand loyalty marketing 123) For influencer marketing to be effective, the person rendering the opinion must appear to be: A) biased. B) open minded. C) authentic. C D) friendly. 124) Each of the following statements about blogs is correct, except: A) blogs are often tied in with viral marketing campaigns. A B) blogs have been created on a wide range of topics. C) some blogs permit visitors to post comments, others do not. D) blogs are a powerful means of spreading word-of-mouth communications about a product. 125) A company-sponsored blog can provide each of the following benefits except: A) it can ease a shopper's fear about purchasing from a particular company. B) the comments on the blog give individuals an idea of how the company treats its customers. C) individuals can post any type of negative comments without fear it will be deleted. C D) the blog can provide a means for the company to release information. 126) The type of blog that offers a brand the most control over posted content as well as visitor comments is: A) a branded blog created by the brand. A B) a blog that is sponsored by the brand. C) an individual's blog that has no affiliation with any brand. D) a blog that is sponsored, but by a different company. 127) The primary disadvantage of a company deleting negative comments on its branded blog is it: A) encourages more negative comments by consumers. B) destroys the blog's credibility with consumers. B C) usually results in a large number of negative comments on social media networks. D) stimulates individual blogs designed to destroy the brand. 128) The new Federal Trade Commission ruling that blogs sponsored by individuals must openly state they are being sponsored refers to which type of blog? A) A branded blog created by a brand B) A blog that is sponsored by a brand B C) An individual's blog that has no affiliation with any brand D) Any type of blog where a brand name is mentioned 129) The type of blog that offers a brand the least control over posted content as well as visitor comments is: A) a branded blog created by the brand. B) a blog that is sponsored by the brand. C) an individual's blog that has no affiliation with any brand. C D) a blog that is sponsored, but by a different company. 130) The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is: A) a branded blog created by the brand. B) a blog that is sponsored by the brand. C) an individual's blog that has no affiliation with any brand. C D) a blog that is sponsored, but by a different company. 131) If a company wants to learn what consumers truly think about its brands, the place where the most honest comments and postings will be found is: A) a branded blog created by the brand. B) a blog that is sponsored by the brand. C) an individual's blog that has no affiliation with any brand. C D) a blog that is sponsored, but by a different company. 132) One company at the forefront of consumer-generated reviews is: A) Amazon.com. A B) Best Buy. C) Barnes and Noble. D) Walmart. 133) Key implications of customer-generated reviews include each of the following except: A) too many negative reviews and low-star ratings will be harmful to a company. B) reviews stress the importance of consistent high-quality customer products and services. C) positive reviews will have a positive impact on sales. C D) reviews provide information on how a company's product is being evaluated by customers and how the brand compares to competing brands. 134) Marketing messages passed from one individual to another through some form of internet technology is: A) interactive marketing. B) cyberbranding. C) viral marketing. C D) brand spiraling. 135) Viral marketing is: A) the use of non-traditional media to promote a company's website. B) a form of database marketing. C) preparing a marketing message that is in some way passed on from one individual to another through digital means. C D) using a virus to spread a marketing message. 136) Viral marketing relies on: A) a series of click-throughs. B) use of search engine optimization. C) highly visible banners. D) word-of-mouth communications. D 137) The keys to successful viral marketing campaigns include all of the following except: A) use Web analytics to determine the best approach. A B) focus on the product or business. C) offer an incentive. D) make it personal. 138) The top two reasons consumers follow a brand on social media is to: A) provide feedback and to learn about sweepstakes and promotions. B) keep up with the brand's activities and learn about products and services. B C) provide feedback and join a community of fans who also like the brand. D) receive special promotions and to make purchases. 139) The website or social media site most likely to influence purchases is: A) brand websites. B) blogs. C) retail websites. C D) Facebook. 140) The social media networking site most likely to influence purchases is: A) brand websites. B) blogs. C) retail websites. D) Facebook. D 141) The social media networking site that has the least influence on purchases is: A) Pinterest. B) Twitter. C) Instagram. C D) Facebook.