MKTG Ch. 19: Social Media & Marketing

Molly is a frequent Foursquare user; she enjoys earning badges and special statuses based on the number of:

a. reviews she has written.
b. visits she makes to particular locations.
c. times she “Likes” a certain link or post.
d. followers she has.
e. times her posts are retweeted.

visits she makes to particular locations.
Location-based social networking sites:

a. are a hybrid of media sharing and social networking sites.
b. distribute digital audio and video files serially for other people to listen to or watch.
c. are essentially short messaging systems designed primarily for internal communication.
d. combine the fun of social networking with the utility of location-based GPS technology.
e. allow users to archive and share photos and interesting external links.

combine the fun of social networking with the utility of location-based GPS technology.
Without context, measurements are _____:

a. Not very costly.
b. invaluable.
c. more accurate.
d. hard to capture.
e. meaningless.

meaningless
All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT:

a. promoting products and services.
b. listening and learning.
c. building relationships and awareness.
d. creating static messages to reach mass audiences.
e. reaching out to unhappy customers and engaging them directly.

NOT E
e. reaching out to unhappy customers and engaging them directly. Incorrect
More and more companies are increasing their interactive marketing budgets. Most of this investment will be made in:

a. search marketing.
b. display advertising.
c. mobile marketing.
d. social media.
e. e-mail marketing.

NOT B
b. display advertising. Incorrect
Content that a company purchases to be placed online is called:

a. owned media.
b. paid media.
c. controlled media.
d. earned media.
e. broadcast media.

NOT E
e. broadcast media. Incorrect
Which mobile marketing tool allows 160-character text messages to be sent to and from cell phones?

a. Mobile ads
b. SMS
c. Web widgets
d. MMS
e. MOBI

SMS
A movie studio wants to give fans a sneak peek of the trailer for an upcoming film. Which of the following would be the best platform for the studio to use?

a. Picasa
b. Photobucket
c. YouTube
d. Imgur
e. TwitPic

YouTube
Marcie and Alyssa are going to the football game this afternoon. Alyssa notices that Marcie is sitting at her computer, and she calls out to ask if Marcie is ready to go. “Just a second,” replies Marcie. “I just want to tweet to everyone where we’ll be.” Because Alyssa knows a lot about social media, she knows that Marcie is:

a. sending e-mail messages to their friends.
b. posting a message on Facebook.
c. leaving voice mail messages on their friends’ cell phones.
d. using MapQuest to find out how to get to the football stadium.
e. posting a message on Twitter.

posting a message on Twitter.
Using consumers to develop and market product is called:

a. crowdfunding.
b. co-creation.
c. brainstorming.
d. closed innovation.
e. crowdsourcing.

crowdsourcing
One difference between apps and widgets is that:

a. widgets are often cheaper to develop than apps.
b. apps cannot be used in a mobile-ready format.
c. widgets cannot be run entirely within online platforms.
d. apps tend to broaden an organization’s listening system, while widgets narrow it.
e. apps offer new content only, while widgets offer new and already-existing content.

widgets are often cheaper to develop than apps.
Customers and business owners can do all of the following on the Yelp Web site EXCEPT:

a. business owners can set their pages to block negative reviews.
b. customers can write about bad experiences they’ve had at local businesses.
c. business owners can edit their organizations’ pages.
d. customers can read about what others think about particular businesses.
e. business owners can respond directly to customers who have written reviews.

business owners can set their pages to block negative reviews.
Which of the following games is probably the MOST appropriate for marketing and advertising?

a. Dungeon Runners
b. World of Warcraft
c. Texas Hold’em Poker
d. Legends of Future Past
e. The Chronicles of Spellborn

Texas Hold’em Poker
Which of the following statements about online gaming is CORRECT?

a. Games such as Angry Birds and CityVille have proven unattractive to marketers because it takes so long to play them.
b. Almost 90% of people play games within social networking sites or on mobile devices.
c. The typical online gamer is a 43-year-old woman with a full time job and college education.
d. Social gaming is one of the few areas of social media that is not growing.
e. The demographic of gamers who favor mobile devices tends to skew older than those who play on traditional PCs.

The typical online gamer is a 43-year-old woman with a full time job and college education.
_____ disseminate marketing-controlled information and are effective platforms for developing thought leadership and fostering better relationships with stakeholders.

a. press releases
b. corporate blogs
c. virtual worlds
d. radio advertising
e. media sharing sites

NOT E
e. media sharing sites Incorrect
Which type of social media user posts comments, ratings, and reviews of products and services on blogs and forums?

a. Critic
b. Conversationalist
c. Boaster
d. Collector
e. Assigner

Critic
After establishing a listening platform, an organization should:

a. develop a list of objectives for its social media team to accomplish
b. attempt to develop a unique social media platform to generate buzz about the brand
c. identify potential consumers
d. decide which tools and platforms to use as part of its social media strategy
e. implement measurement tools to determine the benefits of social media

develop a list of objectives for its social media team to accomplish
Which of the following statements about the use of social media in marketing is TRUE?

a. All marketers understand that social media is mostly about return on investment (ROI).
b. Marketers have plenty of hard evidence as to the effectiveness of the measurements and metrics that track social media.
c. Given the relative ease and efficiency with which organizations can use social media, a positive return on investment is likely for many-if not most-organizations.
d. Fewer than 30 percent of marketers plan on increasing their investments in social media.
e. All of the above are true.

NOT B
b. Marketers have plenty of hard evidence as to the effectiveness of the measurements and metrics that track social media. Incorrect