Marketing Final 7

TF - Most social media is free as there is no direct media cost.

False - Most social media has no direct media cost, but that doesn't mean social media is free

TF - Facebook has an algorithm that decides what content is placed in the user's newsfeed.

True - Facebook has an algorithm that decides what content is placed in the user's newsfeed

When a firm depends on paid media for its mass selling, what would be one likely disadvantage? a) The advertising messages of the firm can be easily avoided by customers. b) The firm needs to attract customers to sites and create value to assure their return. c) The firm cannot target a large audience at once. d) The firm has very little message control. e) The firm cannot effectively measure the effectiveness of the advertisement

a) The advertising messages of the firm can be easily avoided by customers. With paid media, customers are more easily able to avoid advertising messages

Which of the following statements is true about promotion objectives for social media? a. They aim for growing customer equity. b. They are always easy to measure. c. They do not have any huge impact on a small company's bottom line. d. They create more brand awareness and encourage trial. e. They focus on discouraging any brand familiarity among customers

a. They aim for growing customer equity. Promotion objectives for social media usually focus on (a) enhancing brand familiarity by growing the number of customers that prefer or insist on a brand or (b) growing customer equity by encouraging customers to increase their purchases.

The unpaid form of nonpersonal presentation of ideas, goods, or services is called ________. a) profit b) publicity c) customization d) personal selling e) productivity

b) publicity Publicity refers to any unpaid form of nonpersonal presentation of ideas, goods, or services.

Which of the following is true about the role of social media in promotion? a. Social media is considered a one‐to‐many model of communication. b. Social media has no direct media cost. c. Social media provides opportunities for owned and earned media, but not for paid media. d. Social media involves a relatively long planning cycle than advertising. e. Social media operates in the same way as advertising does.

b. Social media has no direct media cost. Most social media has no direct media cost. Social media offers a many‐to‐many model of communication.

Select the correct statement about the use of Twitter. a. Twitter has more registered users than Facebook. b. Tweets among active users tend to be less frequent than Facebook. c. Twitter is growing faster than Facebook. d. Tweets of active users are more personal than Facebook. e. Twitter shows tweets available only for its registered users.

c. Twitter is growing faster than Facebook. Twitter is growing faster than Facebook. Measured by size and engagement, Twitter is much smaller than Facebook. Among active users, Tweets tend to be more frequent and less personal as compared to Facebook.

People spend an average of ________ minutes daily on Facebook. a. 10 b. 55 c. 90 d. 40 e. 70

d) 40 People spend an average of 40 minutes daily on Facebook.

SweetSpot Inc., a beverage producer, uses the promotional messages generated by its internal team and communicates through its website and Facebook page. What is an advantage SweetSpot derives by this approach? a) This is the most trusted information source b) Customers are most likely to act on this information c) Manage and maintain without resources d) Versatility in message content and format e) Potentially large audience

d) Versatility in message content and format Owned media refers to promotional messages generated by a company and communicated through its message channel. A brand's product website and Facebook page are examples of owned media. Its benefits are: high message control, relatively low cost, niche audiences, and versatility in message content and format.

Which of the following statements is true about Instagram? a. It works well for large businesses only. b. It has more penetration among older age groups. c. It uses an algorithm to decide what content is placed in the user's newsfeed. d. It is easy to use, as it consumes minimal time to take and post pictures. e. It is considered the most dominant social media platform in the United States.

d. It is easy to use, as it consumes minimal time to take and post pictures. Instagram can work well for many small businesses, where an owner or part‐time marketing manager may find it less time consuming to take and post pictures than write stories or blogs. Instagram's penetration is greatest among younger age groups.