MKTG 480 Exam 1
what is at the heart of getting the right people to notice your content marketing efforts
content design
What types of emotional content are likely to be shared?
contentment and sadness, awe-inspiring
what is the definition of owned media in the context of social media
media content that is created and controlled by brands
Companies can be fined for behavior that is unlawful, such as text messaging without opt in permissions.
true
When a brand creates content, posts it on its Facebook page and then pays a fee to boost the content, such marketing activity could be a representation of:
A combination of paid and owned media
What is a social media marketing strategy?
A document that outlines an organization's social media goals and actions needed to achieve them.
which of the following best describes content marketing
A form of non-traditional marketing communications whereby a brand produces or designs content in various forms and spreads that content to targeted audiences and/or customers
What is a big reason why great social media strategies fail on implementation?
A lack of clarity with respect to who does what
Why might it be difficult to evaluate AI-generated content? Select all that apply.
AI can sound trustworthy and may even fabricate sources to support its claims. incorrect or inaccurate information it provides isn't always obvious. Biased language or ideas may be expressed subtly or be hard to detect even when present.
why is it important that you evaluate any AI generated content you receive
AI platforms may display bias, hallucinate, or fabricate or misrepresent information
Why are kids vulnerable when using social media on mobile devices?
App may show location App may collect personal data, preferences, and photos Marketers target kids for products in ways often unknown to parents
How do we define social media advertising?
As any form of digital advertising that uses social media sites and apps, and involves advertisers paying for ad placement
How often is it recommended to perform an overall comprehensive social media audit?
At least once a quarter
What are the four stages of consumer decision-making that need to be activated before any purchases can happen?
Awareness, Engagement, Positive attitudes, Advocacy
Which of the following scenario(s) is utilizing the "public" concept in influencing others to purchase and action?
Baristas seed the tip jar at the beginning of their shift by dropping in a handful of ones and a five, ALS foundation ice bucket challenge, Logo on Macbook is upside down
What is the motivation for people to share content with parenting tips, easy-to-make recipes, or home organization tips?
Content provides practical value
What is user-generated content (UGC) in the context of social media marketing?
Content that is created and shared by social media users about a brand or product.
Which of the following are potential negative consequences for student learning when using AI to complete assignments? (Check all that apply)
Dependency on AI systems for ongoing performance Entrenching of biases Diminished capacity for critical thinking Loss of creativity
Why is it important for businesses to have a social media marketing strategy?
It helps businesses gain a competitive edge and attract a target audience. It allows businesses to create valuable content and engage with customers. It ensures that social media efforts are effective and not haphazard.
what is a big downside of social media content marketing
It is a crowded place so creating content that stands out can be very difficult
What weaknesses of generative AI should you be aware of when evaluating AI-generated content? Select all that apply.
It reflects the biases of its programmers and all fo the data it was trained on. It currently poses risks related to privacy, copyright, and plagiarism. It is currently unpredictable and may provide inaccurate responses.
Which trigger works best in everyday environment?
Kit Kat and coffee
Which is not an example of paid media within social media?
Paying to promote your product within Google search results (Adwords)
what are the perils in mob shaming
Public humiliation Ruin people's reputation Can have deadly consequences
What is the difference between reach and impressions in social media metrics?
Reach refers to the total number of times content is displayed, while impressions represent the unique number of people who have seen the content.
With social media marketing you have to be:
Responsive, nimble, and willing to adjust strategy along the way
What are the six principles of contagiousness (STEPPS)?
Social currency, triggers, emotion, public, practical value, stories
What should be included in a social media audit?
Social media listening, SWOT analysis, and competitive assessment.
Each strategic objective must be SMART, which stands for:
Specific, Measurable, Attainable, Relevant, Time based
What are potential data privacy concerns for students who upload information into an AI? (Check all that apply)
The AI could potentially plagiarize the student's work and claim it as its own. Students may be in violation of the terms of approval given by IRB. The student's personal information might be shared with third parties without consent.
What should social media marketing goals be tied to?
The company's overarching business and marketing goals.
Why do social media sites want to make sure that you fill out your profile as completely as possible?
They have a strong incentive to collect as much information about you as possible in order to create detailed microtarget groups that advertisers will pay to advertise to
What is the purpose of conducting a social media audit?
To assess the strengths, weaknesses, opportunities, and threats of a company's social media presence.
What is the purpose of conducting a competitive analysis in social media marketing?
To identify what competitors are doing on social media and gain insights for improving one's own strategy.
What is the primary purpose of conducting a social media listening analysis?
To monitor social media conversations and collect data.
What is the primary purpose of establishing a tone of voice for a brand on social media?
To provide a cohesive and consistent personality for the brand.
What's the purpose of performing a social media audit?
To provide managers with a comprehensive "bird's eye view" of what their brand is currently doing across all social media channels
Why is a product/brand that offers social currency is more likely to become popular?
Users will make themselves look good by sharing their novel or unique experiences of using product/brand
Which statement below best represents a value-driving perspective?
Whether if an objective is achieved, it would contribute something positive and valuable to the brand
Which of the following should you consult to learn how to appropriately use AI in your course (if permitted)? Select all that apply.
Your Instructor's Personal Course Policy on the Use of AI Penn State's Academic Integrity Statement
Which is not one of the seven important rules for branded social media content?
always boost your most important content pieces
Which company is more likely to have a much lower barrier to activation, apple or dove soap?
apple
how did Frito-lay leverage user generated content for its Doritos brand
by hosting a contest for consumers to create Doritos commercials
How has social media disrupted traditional marketing?
by providing new and innovative ways to reach target audiences
what are the advantages of social media marketing
cost effectiveness and increased brand visibility
An ego network represents a social media network's entire network of users and friendships.
false
One important rule of branded social media content is to keep communication fairly formal.
false
The lines between work and non-work are clearcut as mobile's workplace role grows.
false
using social media for content marketing can be relatively expensive
false
Once objectives have been set and social interactions that match those objectives have been considered, marketers should:
find channels that suit those interactions
which demographic has social networks overtaken as the most popular source of information
generation z
In an effort to improve social media presence, companies such as Dr Pepper are now displaying specific CTAs in TV ads using:
hashtags
You just launched a new shoe brand. You've decided to send samples to popular YouTube stars. This approach is referred to as:
hub seeding
what are the 3 key characteristics of social media as defined in this chapter
interactivity, openness and flexibility, and fast-paced flows of information
what is one disadvantage of social media marketing
it requires additional resources to manage
which is a social media information flow
one-to-many
What does the acronym POEM stand for?
paid, owned, earned media
what do nodes represent in social networks
people
a social pump is referred to as
people who are highly, socially active
which of the following are key properties included in a social network
people, different types of relationships between people, relationships
In this chapter it talks about impact on participants. Which of the following would represent a strong impact.
personally recommending a book to a family member
what do ties represent within a social network
relationships between pairs of people
Which of the following is not a prompting method?
responsible prompting
Marketers should consider two broad types of risks when thinking through the potential downsides and costs of their social media marketing ideas. Identify one of those risks:
risk that nobody pays attention
according to the text, where does most content marketing take place
social media
According to LinkedIn's posting volume data, which statement accurately describes the demand for social media professionals in the marketing industry?
social media managers rank as the third most in-demand marketing position
Considering the following scenario: You are a communications student looking to assign tasks for an upcoming group presentation. You would like to incorporate your team members' strengths as you prepare your presentation and share research with your entire class. You would also like to preemptively think of responses to questions that may challenge your findings during the Q&A portion of the presentation. Which AI role would be best suited for this situation?
teammate
what is the social media skills gap
the difference in skills required for social media marketing compared to traditional marketing
what is social commerce
the practice of selling products and services on social networking websites
Who is accountable for ethical, and legal, violations when an AI is used to complete course assignments?
the student
A big difference between social media calendars and traditional media calendars as discussed in this chapter is:
time frequency
what does the term boosting mean with regards to social media content marketing
to increase the reach of a post by paying
which of the following is not a commonly used social media metric
traditional media mentions
Advertisers became increasingly agitated at the lack of transparency in placement, pricing and targeting.
true
Children use social media apps to get new information regarding the world or the friend next door, but without the filter of adult judgment.
true
How socially active the transmitter is seems to affect the retransmission likelihood, which is the probability that a person who receives information on social media or via word of mouth will communicate it to others.
true
Knowing your audience and creating content that you know they are interested in is a great way to get them to pay more attention to you.
true
Do marketers have a high level of control over content design when focusing their efforts on social media channels?
yes
Would writing a review about a movie on a public website be considered a social interaction?
yes