Which of the following is correctly describing Web 2.0? Web 2.0 is an interactive social system of users and senders. The _____ enables developers to introduce new features in products even if testing and refinement are not yet complete. Perpetual beta Which of the following is referred to as the 'fifth P' of marketing? Participation Which of the four zones of social media mainly assists in the dissemination of content to an audience? Social publishing A synchronous interaction is best exemplified by which of the following? Messaging back and forth via text messaging with your friend. Broadcasts, digital channels, and print advertisements that reach a large number of people are examples of which type of media? Mass media Which of the following completes the sentence, '______ describes a process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks'? Crowdsourcing Which of the following completes the sentence '______ enable organizations to leverage the value of crowdsourcing'? Network effects The horizontal revolution is characterized by the fact that _____. Information flows across people. Which of the following represents the three channels in the social community zone? Social networking sites, message boards and forums, and wikis Your social identity is made up of which of the following? Your Facebook and Twitter accounts. Choose an example of passive digital footprint. Online visit Among diverse login motivations, the following is about _____: Contact comfort & immediacy impulse Which type of segmentation refers to segmenting markets by age, gender, income, ethnic background, educational attainment, family life cycle, and occupation? Demographic The impressions that make up the data that marketers use to paint your social identity are also known as which of the following? Social footprints Which of the following refers to the way we represent ourselves via text, images, sounds, and video to others who access the Web? Social identity Which of the following does not represent a social footprint? Charging a purchase at a retail store on your credit card. What is the following statement describing among five groups consumers? They tend to adopt them as soon as they are available and share their opinions about their experiences with them. They enjoy public attention and authority in a certain field and it motivates them to share their opinions on new products. Their followers' purchase decision process can be significantly influenced by their opinions. Early adopters _____ is the process of dividing a market into distinct groups that have common needs and characteristics. Market segmentation _____ is defined as "the technological merger of several industries through various devices that exchange information in common electronic, or digital, formats". Digital convergence Among the diverse characteristics of online communities, the following explains what? (Social) presence The following statement compares _____ among diverse social media platforms. Foursquare Which of the following suggests that social networks will be more effective if there is a way to activate relationships among people and objects? Social object theory Which online community characteristic specifies that virtual communities need norms in order to operate? Standards of behavior _____ explains that everyone is connected to everyone else by no more than six ties or everyone and everything is six or fewer steps away, by way of introduction, from any other person in the world. Six degrees of separation Which of the following does not represent an object? Faces are objects on Facebook. Which of the following best defines an open access site? Enables anyone to participate without registration or identification. When we think of a social community online (i.e., social network), there are multiple components that can describe the structure. Flow Which of the following describes a person who is knowledgeable about products and whose advice others take seriously? Opinion leaders Michelle has a conversation online with Mike, a prospective dating partner on Match.com. During the chat, they arrange to meet at Starbucks for coffee. In social network terms, which of the following is Michelle and Mike's online chat? An interaction Which of the following explains the value in strategic planning? Organizational partners are better able to communicate and coordinate activities. Which positioning statement is best in line with Google? The world's information in one click. The social media mix is composed of which of the following? Social communities, social publishing, social entertainment, and social commerce. As organizations begin to shift more marketing dollars from traditional advertising to social media marketing, managers will seek out comparisons on metrics such as ROI (Return On Investment) between social media and other media options. Which of the following is necessary to make these comparisons? Measuring outcomes. Which of the following is considered the final stage of the strategic planning process? Execute and measure the campaign. Which of the following could be part of a social media mix selection in a social media marketing plan? CorrectA. The process of identifying which objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives is best known as which of the following? Strategic planning The current problem or opportunity an organization faces is outlined in which of the following? The situation analysis. Which of the following people will propagate a brand's message and invite others to the experience? Influencers Which of the following highlights relevant aspects of the firm's internal and external environment that could affect the organization's choices, capabilities, and resources? SWOT analysis Each content unit must be created and produced. Which of the following can marketers use to document the required characteristics and elements of each content unit? Creative briefs Which of the following best describes the social media tactical plan? The tactical plan describes the why, who, where, what, when, and how of social media marketing. Find a tactical objective that matches with a following strategic objective: Expose interesting content/messages to target audience. Which of the following is not true of a brand experience? A. Which of the following best completes the sentence, 'Social media tactics will guide the brand's activities in the zones of social media marketing, but must do so in a way that fits with the ______.'? Objectives When Burton posts a humorous video on Facebook of some epic snowboarding fails that bring joy and amusement to the audience, this post is considered which of the following? Audience-centric Based on figure 5.2 Channel Characteristics for Major SNSs, which of the following describes the marketer's best objective on LinkedIn? Business development Which of the following best completes the sentence, 'Most commonly, tactics rely upon ______ as the social object with which the audience can engage.'? Content Based on figure 5.2 Channel Characteristics for Major SNSs, which channel's demographic overview suggests users of 'All Ages' can be targeted there? YouTube How is the content strategy document different from a content calendar? The content strategy document briefly summarizes all content decisions while the content calendar captures which content is scheduled and prioritized for the organization. Which of the following is not an example of social sharing? Your high school yearbook. The following are about self-concept. Actual self- How a person perceives oneself Which of the following describes the Social Community Zone? Social networks
focus on acquiring and maintaining relationships. Which of the following best describes the relationship between creators and lurkers? Creators actively produce content while lurkers make up 90% of online communities and often redistribute secondary content by sharing without showing active participations. Which of the following best completes the following, Earned, owned Which of the following does not represent a way in which social networking sites vary? Network structure. How does Facebook define 'organic reach'? The number of people you can reach for free by posting. An indicator of the brand's success in establishing a known presence within a community is also known as which of the following? The fan base Which of the following completes the sentence, increasing, increases
When brands create brand profiles within selected social networking communities, what does the brand act as in the network's social graph? Node Which of the following completes the sentence, '______ is defined as a '"strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.""'? Content marketing Whereas ______ is all about increasing the prominence of a site on search lists using on-site and off-site tactics, ______ is a process that makes it more likely for content on a specific, social media platform to be visible and linkable in online communities. Search engine optimization, social media optimization. The social publishing zone includes which of the following channels? A. Which of the following completes the sentence, '______ links are not paid for but are based on the search engine's model for delivering relevant search results'? Organic Which of the following completes the sentence, Traditional, owned Which of the following is content that a person feels intrinsically motivated to prepare and share? Organic Which of the following would not be a component of an off-site social media optimization tactic? Meta tag A celebrity, Elizabeth Hurley left a message on Twitter, What is this? Sponsored conversations Which of the following types of content is encouraged by the chance to win a contest or receive free merchandise? Incentivized Which of the following best describes a sponsored conversation? Incentivized Which of the following best describes a sponsored conversation? Paid consumer content With this type of media, marketers can buy advertising space in and around the source of entertainment? Product placement Which of the following is FALSE regarding how the social gaming industry makes profit? Selling social games An advergame delivers a _____ message. Branded Choose an irrelevant component to social entertainment. Blog Chipotle developed a mobile social game called Scarecrow that allowed players who achieved average to high marks in the game to earn coupons that could be redeemed at Chipotle locations. This is an example of which of the following? Advergame Which of the following is not included in the social entertainment zone? Social storefronts (i.e., e-commerce) To create successful in-game advertising, advertisers and marketers should consider diverse matching-dimensions. Nice design Games offer brands each of the following except: a low level of engagement Which of the following is considered to be in the realm of social music? Spotify Which of the following characteristics is NOT associated with a social game? (Week 5, Chapter 8) Pricey Among diverse social media platforms, which one is the most influential as a social commerce tool as of 2018, according to statista? The case of "C&A Fashion Like" shows how to make use of human psychology to promote fashion products from what perspective? "I'd like to purchase the fashion product that others also like." What does the article, "The Social Commerce Attribution Problem: IBM Says Twitter Referred 0% of Black Friday Traffic" imply? People never referred to Twitter for Black Friday shopping. Which of the following is a FALSE statement regarding the value of ratings & reviews on the e-commerce sites? Ratings and reviews are always useful. a. According to a study by Yim et al. (2014)2, when we shop with others, we tend to purchase a lot ____, compared to when we shop alone, as time passes a = more, b = more _____ lets you see which domains (pages in those domains) are referring traffic to your site. Referral traffic Why don't all E-Retailers offer reviews and ratings on their sites? Brands focus on hiding dissatisfied customers' comments, rather than sharing frank customer evaluations on products and services. What is the following describing? The buying and selling of goods or services through Facebook, either through Facebook directly or through the Facebook Open Graph f-commerce Choose THREE reasons explaining why f-commerce couldn't be successful. A.
CorrectC. CorrectD. Which of the following is a FALSE statement regarding the benefits of social commerce? A. CorrectB. C. D. E. Homer Simpson gave Dunkin's donuts 9 out of
10, whereas Krispy Kreme's donuts 7 out of 10. Memory reminder Which of the following is NOT a statement pertaining to the function of packaging? Generate an immediate sales increase.
What is it? Branding Choose the correct order of brand building. Brand identity In this chapter, we
discussed an example of Mercedes-Benz Benz emblem made of wires. C. We can easily recognize a brand name from its unique package design even though the brand name is hidden in the package, as exemplified through Coca Cola and Pringles packages. Packaging is a part of a brand. Walgreens' generic brand pain relievers that copied Tylenol also use RED packaging. Heuristic information processing Which of the following is FALSE regarding the function of colors in marketing? Generate an immediate sales increase. Which of the following is NOT an example of brand builders' challenges? Brand proliferation B. C. CorrectD. E. What is this? "the added value endowed on products and services, which may be reflected in the way consumers think, feel, and act with respect to the brand" Brand equity Choose basic steps for online reputation management in order. 1. Monitor the conversation Which of the following is a false example of online reputation management? TV Choose all correct examples pertaining to "preparing for crisis communication". Remember online visibility Prepare to fail Listen constantly Prepare to respond quickly Which of the following is false regarding the explanations about traditional PR vs. Web PR? Web PR: _____ is the process by which an organization deals with a major event that threatens to harm the organization, its stakeholders, or the general public. Crisis management Choose all the examples related to "Damage Control" from the case of Toyota Recall in 2009. Web announcement regarding their recall Social media use to explain their recall Which of the following is false regarding ORM (online reputation management)? 92%: purchase the product if their price is competitive regardless of reputation. Choose the false description regarding advertising and PR. Return on investment: Advertising > PR Which of the following is a false component of online reputation management? Force them to love your opinions to enhance your online reputation Which of the following is a false alternative (least effective example) regarding what Domino's had to do in order to recover the crisis caused by their employees' prank video on YouTube? Run an advertising campaign to reveal their apology Correctly make the typical order of conducting Netnography. 1. Research planning Which of the following is a false statement regarding the challenges of sentiment analysis? A. B. C. D. CorrectE. Choose a false statement about qualitative research. C.
Social media monitoring occurs by carefully choosing and searching the appropriate keywords and the relevant social communities. A.When was the search term found? Choose all correctly matched terms and descriptions. Non-response error: Biased questions: Choose an incorrectly described term. A. B. C. D. E.No answer; All of the above is correct. Which of the following has all THREE types of web analytics metrics? Count Ratio KPI Which of the following is a false statement regarding pros vs. cons of Netnography? Cons: A lot more expensive and more time-consuming than offline research Suppose that you're working for Priceline.com and now you'd like to evaluate your marketing campaign's performance on increasing booking while decreasing marketing expenses. Average order value Cost per visit Which of the following is a false statement regarding pros vs. cons of qualitative and quantitative research? Qualitative Research Con: T/F FALSE Make correct steps in conducting content marketing. 1. Set objectives - measurable goals Which of the following statement is false regarding the definition of storytelling? A. B. C. CorrectD. E. What did the company, Deus Ex Machina, try to sell via their Blog and Website using a format of a story?
E. Lifestyle with a motorbike and outdoor activity Which of the following is a false example regarding the good content for content marketing? Content we feel entertaining and fun T/F "The case, Steve's visit to Dunkin Donuts contains a story, implying that Dunkin Donuts stores can be very valuable to someone, although you don't realize its value." True What did "Dude Perfect" that featured in the case study commercially endorse by using the form of a story? Callaway Choose all the tips relevant to the way to maximize the effectiveness of storytelling It is important to evoke attention for an effective story building. To be a great story, a low, moderate, and high, and again low levels of tension management is required. Having a hero in a story can be a good way to make a story interesting Which of the following is a good example of head copy that stimulates storytelling? "This Zippo stopped an enemy bullet in Vietnam. It still works today." _____ explains that viewers tend to interpret and react to the sequence of images rather than a single image and then, attributed those reactions to the actor. Kuleshov Effect |