MC Quizzes 4002

Which of the following types of pillar posts is the most popular type posted? Select one: a. 'How-to' article. b. Definition article. c. List article. d. Theory article. e. Glossary article.

'How-to' article.

A half-page plea in a traditional newspaper to pass environmental legislation or carry out sanctions against governments that permit whaling is clearly which of the following? Select one: a. An editorial message only. b. A commercial message only. c. Either an editorial message or a commercial message. d. Both an editorial message and a commercial message. e. Neither an editorial message nor a commercial message.

A commercial message only.

Which of the following best describes a call-to-action? Select one: a. The proliferation of untruths and exaggerations. b. Paid consumer content. c. Objective and unbiased. d. A direct request in a marketing message for a specific behavior. e. Planted by organizations to masquerade as original material that an actual consumer posted

A direct request in a marketing message for a specific behavior.

The social commerce approach characteristic of transparency is best defined by which of the following? Select one: a. Encourage consumers to contribute posts. b. Enable consumers to rate the value of opinions offered on the site. c. Acknowledge the value of the opinions customers offer. d. Acknowledge opinions that were invited, incentivized, or facilitated by the brand. e. Make it easy for users to share reviews on blogs and social networking platforms.

Acknowledge opinions that were invited, incentivized, or facilitated by the brand.

The social commerce approach characteristic of reciprocity is best defined by which of the following? Select one: a. Acknowledge opinions that were invited, incentivized, or facilitated by the brand. b. Encourage consumers to contribute posts. c. Make it easy for users to share reviews on blogs and social networking platforms. d. Acknowledge the value of the opinions customers offer. e. Enable consumers to rate the value of opinions offered on the site.

Acknowledge the value of the opinions customers offer.

Which of the following is not included in the LARA framework that is used as part of a company's service recovery? A) Listen to customer conversations. B) Act on the company's needs. C) Act on customers' conversations. D) Relate information to the company's existing information. E) Analyze customer conversations.

Act on the company's needs.

Captain Morgan developed a mobile social game called Captain's Quest that included geo-location technology incorporating Foursquare and QR code readers that unlocked virtual goods when barcodes on bottles of Captain Morgan were scanned. This is an example of which of the following? Select one: a. Plot placement b. Game clutter c. Transactional advertising d. Gold farming e. Advergame

Advergame

The social publishing zone includes which of the following channels? Select one: a. Microblogs. b. Information and news networks. c. Media sharing sites. d. All of the above. e. Blogs.

All of the above

The social media monitoring process answers which of the following questions? Select one: a. When was the search term found? b. How many times was the search term found? c. All of the above. d. Where was the search term found? e. Who mentioned the search term?

All of the above.

To make the most of the opportunity, marketers should develop a social commerce approach with which of the following characteristics? Select one: a. Reciprocity. b. Transparency. c. Sustainability. d. All of the above. e. Authenticity.

All of the above.

Which of the following best describes opinion leaders? Select one: a. Opinion leaders are likely to hold positions of leadership. b. Opinion leaders prescreen, evaluate, and synthesize product information in an unbiased way, so they possess knowledge power. Incorrect c. Opinion leaders are technically competent so they possess expert power. d. All of the above. e. Opinion leaders are socially active and highly interconnected in their communities.

All of the above.

Which of the following explains the value in strategic planning? Select one: a. An organization comes to understand its markets and its competitors. b. An organization becomes aware of the changing marketplace environment. c. Organizational partners are better able to communicate and coordinate activities. d. Helps managers better allocate time and resources. e. All of the above.

All of the above.

Why should marketers consider social music sites as possible ad vehicles? Select one: a. These social sites offer targeting and reach capabilities. b. Advertisers can target using age, gender, preferred music genre, and location. c. Ad impressions are charged on a CPM basis. d. Production may be provided by the site. e. All of the above.

All of the above.

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? Select one: a. A tie. b. An interaction. c. A social contract. d. A meetup. e. A node.

An interaction.

Which of the following actions is not considered to be social shopping? Select one: a. Asking a sales associate for their opinion in the store. b. Bookmarking your favorite products online. c. Subscribing to RSS feeds of other users' favorite product lists. d. Emailing product summaries. e. Navigating product information online using social commerce tools.

Asking a sales associate for their opinion in the store.

Which influence tactic is being used when you see an ad for a pain reliever that says '9 out of 10 doctors recommend'? Select one: a. Affinity. b. Authority. c. Scarcity. d. Social proof. e. Consistency.

Authority.

What type of segmentation is being used when a company markets to its 'heavy users'? Select one: a. Geographic b. Demographic c. Psychographic d. Benefit e. Behavioral

Behavioral

What type of segmentation is being used when companies market to consumers who seek help from brands to manage their lives? Select one: a. Geographic b. Demographic c. Psychographic d. Benefit e. Behavioral

Benefit

What is the main difference between a blog and a microblog? Select one: a. Blogs are made of short bursts of text and microblogs are made of long entries. b. Blogs are only made up of stories and microblogs are only made up of 'how-to's'. c. Blogs share stories and microblogs share headlines. d. Blogs and microblogs are the same. e. Blogs share headlines and microblogs share stories.

Blogs are made of short bursts of text and microblogs are made of long entries.

Which of the following is a defining characteristic of a microblog? Select one: a. None of the above. b. Hosts regularly updated content. c. Both A and C. d. Includes short bursts of texts and links. e. Can be written with an unlimited amount of characters.

Both A and C.

Retweets on Twitter and shares on Facebook are both examples of which of the following? Select one: a. Viral spread. b. Both A and D. c. A participation effect. d. Online echo. e. Echo effect.

Both A and D.

People can simply acknowledge a brand or they can work with a brand to develop new products. This continuum is also known as which of the following? Select one: a. Participatory advertising. b. Brand engagement. c. Friendvertising. d. Derivative branded content. e. Brand profile.

Brand engagement.

Which of the following completes the sentence, 'Chipotle's Hulu series, Farmed and Dangerous, is an example of _________'? Select one: a. Curated entertainment b. Social entertainment c. Branded entertainment d. Social media advertising e. Social TV

Branded entertainment

Which of the following terms refers to an article that is written to promote a company's expertise in the field? Select one: a. Counterfeit. b. Organic. c. Dynamic. d. Branded. e. Sponsored.

Branded.

Which of the following is an approach used to identify the presence of concepts and themes within qualitative data sets? Select one: a. Content analysis. b. Text mining. c. Sentiment analysis. d. Opinion mining. e. Netnography.

Content analysis.

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'? A) Crowdsourcing B) Groupthink C) Cloud computing D) Blogging E) Microsharing

Crowdsourcing

In which of the following online communities does leadership come from a person's role in the creation of the community, as well as from a person's ongoing participation and the quality of the person's contributions? Select one: a. Presence. b. Standards of behavior. c. Democracy. d. Conversations. e. Level of participation.

Democracy.

Which type of segmentation refers to segmenting markets by age, gender, income, ethnic background, educational attainment, family life cycle, and occupation? Select one: a. Geographic b. Demographic c. Benefit d. Behavioral

Demographic

Which of the following best represents the characteristics of social entertainment? Select one: a. Digitally connected, participatory, and shareable. b. Digitally connected, engaging, and shareable. c. Digitally connected, segmented, and shareable. d. Digitally connected, participatory, and likeable. e. Digitally connected, engaging, and likeable.

Digitally connected, participatory, and shareable.

A billboard for Under Armor appears in the game you are playing. This is an example of which of the following? Select one: a. Display ad b. Achivement badge c. Dark ad d. Transactional ad e. Product placement

Display ad

Which of the following is not a way that paid ads in social media can be targeted? Select one: a. Behavioral targeting. b. Demographic segmentation. c. Geographic segmentation. d. Distribution segmentation. e. Psychographics.

Distribution segmentation.

Social commerce is a subset of which of the following? Select one: a. Consumer-solicited media. b. Social publishing. c. Social entertainment. d. E-commerce. e. Online communities.

E-commerce.

Which of the following refers to situations where consumers interact with one other during a shopping event and opens the doors for others to influence our decisions? Select one: a. Online communities. b. Social shopping. c. Social commerce. d. Social publishing. e. E-commerce.

E-commerce.

Which of the following is a term that describes the breadth and quality of contact with users? Select one: a. Return on emotion. b. Brand engagement. c. Earned reach. d. Message internalization. e. Fandom.

Earned reach.

In Scandal some fans may feel that they relate to one or more of the characters. This is most likely an example of which fandom characteristic? Select one: a. Self-identification. b. Production. c. Auxiliary consumption. d. Emotional engagement. e. Cultural competence.

Emotional engagement.

Which term underscores the desire to create more than a passive ad, where the goal is to launch an experience that people will want to share? Select one: a. Experience design. b. Seed. c. Gift applications. d. Earned reach. e. Social experience ad.

Experience design

Which of the following refers to the moment a consumer chooses a product from the store shelf? Select one: a. SMOT. b. FMOT. c. ZMOT. d. Verification. e. GMOT.

FMOT.

Which online community characteristic are you engaged in WHEN YOUR POST CONTAINS ALL CAPITAL LETTERS TO EXPRESS YOUR ANGER? Select one: a. Homophily. b. Cyberbullying. c. Cascading. d. Word of mouth. e. Flaming.

Flaming

As FourSquare members check in, local businesses in that area can reach out to them with special offers and interactive promotions such as free drinks or discounts. What type of segmentation are local businesses using when they give offers through FourSquare? Select one: a. Geographic segmentation b. GPS technology c. Market segmentation d. Demographic segmentation e. Behavioral segmentation

Geographic segmentation

Which of the following hooks is exemplified by the DietBlog's post called, 'Obese Skunk Cuts Out Bacon Sandwiches'? Select one: a. Resource. b. Humor. c. Research. d. Giveaway. e. Contrary.

Humor.

Which of the following is the goal of OpenID, an authentication protocol that works across participating sites and helps minimize the switching cost problem? Select one: a. Ambient intimacy. b. Identity portability. c. Identity reflection. d. Internal social networking. e. Activity streaming.

Identity portability.

Which of the following completes the following sentence, 'A view or an exposure to an advertising message is known as aNo __________'. Select one: a. Impression. b. Norm. c. Momentum effect. d. Presence. e. Meetup.

Impression.

Which of the following types of content is encouraged by the chance to win a contest or receive free merchandise? Select one: a. Sponsored. b. Commercial. c. Organic. d. Counterfeit. e. Incentivized.

Incentivized

Which of the following best describes an organic social ad? Select one: a. Is shared on a person's activity stream following a brand interaction. b. Motivates the receiver to get involved with the message and help spread it to others. c. Includes ad creative, an engagement device, and personalized referral content from people in the viewer's network. d. Contains ad creative (image and text), along with an option to encourage the viewer to engage with the brand. e. Occurs when an opinion leader publishes brand-relevant content, such as a blog post in social media.

Is shared on a person's activity stream following a brand interaction.

Which of the following is not true about the phrase, 'a culture of participation'? A) It is based on the belief in democracy. B) It is one in which people freely interact with others. C) It exists with open access to venues that allows users to share content. D) It facilitates the power to build on the content of others from your own unique point of view. E) It discourages people from passively lurking on social media websites.

It discourages people from passively lurking on social media websites.

Which type of pillar posts may draw on humor or education in detailing bullets for easy readability and consumption? Select one: a. Glossary article. b. Definition article. c. Theory article. d. 'How-to' article. e. List article.

List article.

People who are knowledgeable about many things are referred by Malcolm Gladwell as which of the following? Select one: a. Core ties. b. Mavens. c. Connectors. d. Weak ties. e. Salesmen.

Mavens.

Taylor gets lost in playing FIFA to the point that he has now developed a strong love for a Adidas brand clothing, which is prominently advertised and used by characters in the game. Which of the following provides an explanation for this development? Select one: a. Narrative transportation theory b. Steganography c. Immersive fiction d. Value realism e. Counterarguing

Narrative transportation theory

When a researcher conducts a study of Xbox gamers by reflecting on their characteristics in chat rooms, what type of research is most likely being employed? Select one: a. Sentiment research. b. Experimental research. c. Netnography research. d. Survey research. e. Focus group research.

Netnography research.

Which of the following types of research involves recording behavior or the residual evidence of behavior? Select one: a. Netnography research. b. Observational research. c. Ethnographic research. d. Survey research. e. Sentiment research.

Observational research.

a. Offers a relatively small number of items to buyers who tend to be loyal to these outlets. b. Centers on some common hobby, interest, or characteristic that draws members to the site. c. Sets forth expectations for user behavior as well as for that of the host or governing body. d. Illustrates that most nodes in a social graph are not directly linked to one another. Instead they are indirectly connected via neighbors. e. Enables anyone to participate without registration or identification.

Offers a relatively small number of items to buyers who tend to be loyal to these outlets.

Which of the following terms identifies a group of people who come together for a specific purpose, who are guided by community policies, and who are supported by internet access that enables virtual communication? Select one: a. Online community. b. Media democratization. c. Democracy. d. Influence network. e. Open access site.

Online community.

Which of the following is another name for sentiment analysis? Select one: a. Opinion mining. b. Focus group research. c. Netnography. d. Content analysis. e. Web crawling.

Opinion mining.

Which of the following is content that a person feels intrinsically motivated to prepare and share? Select one: a. Sponsored. b. Commercial. c. Counterfeit. d. Organic. e. Incentivize.

Organic.

Which of these three core types of media do marketers have access to when it comes to acquiring space in media to distribute brand messages? A) Public relations, personal selling, and advertising. B) Bought, sold, and earned. C) Direct mail, advertising, and personal selling. D) Deal sites, deal aggregators, and social storefronts. E) Paid, owned, and earned.

Paid, owned, and earned.

A social media research study sets out to determine the attitudes and characteristics of Xbox gamers, so they select the gaming sites of GamesForum and Gaming Bay to define Xbox gamers. The gamers in this example represent which of the following? Select one: a. Research design. b. Population. c. Sample frame. d. Census. e. Sample.

Population.

Frito-Lay used the Minneapolis-St. Louis area as a test market for their multigrain snack, Sunchips, as a way to gather experiential data. Frito-Lay's use of a test market is an example of which of the following types of research? Select one: a. Primary research. b. Social media research. c. Observational research. d. Ethnographic research. e. Secondary research.

Primary research.

When you play FIFA and see all the soccer players wearing bright yellow Adidas brand cleats, this is an example of which of the following? Select one: a. Display ad. b. Achievement badge c. Dark ad d. Transactional ad e. Product placement

Product placement

Which of the following would not be a component of an off-site social media optimization tactic? Select one: a. Social bookmarking. b. RSS feed. c. Social news. d. Microblog posts. e. Social media press releases.

RSS feed.

Scores that people, acting in the role of critics, assign to something as an indicator are referred to as which of the following? Select one: a. Feeds. b. Recommendations. c. Ratings. d. Reviews. e. Referrals.

Ratings.

Which of the following are personalized product endorsements that originate from the recipient's social graph? Select one: a. Filters. b. Reviews. c. Ratings. d. Feeds. e. Recommendations.

Recommendations

Which of the following completes the sentence, 'Positive feedback from active contributors on social media platforms creates a ______ where the value that people exchange is measured in esteem as well as in dollars, euros, or pounds'? A) Horizontal revolution B) Digital native C) Reputation economy D) Network effect E) Perpetual beta

Reputation economy

Assessments with detailed comments about the object in question to the general public are referred to as which of the following? Select one: a. Feeds. b. Recommendations. c. Referrals. d. Ratings. e. Reviews.

Reviews

Which of the following refers to the moment a consumer uses the product and feels satisfaction or dissatisfaction? Select one: a. GMOT. b. Verification. c. FMOT. d. SMOT. e. ZMOT.

SMOT.

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? Select one: a. SWOT analysis b. External environment analysis c. Internal environment analysis d. Situation analysis e. Both B and C

SWOT analysis

Which of the following completes the sentence, 'The ability to grow and expand capacity as needed without negatively affecting the contribution margin of the business is referred to as _______'? A) Scalability B) Radical trust C) Network effect D) Crowdsourcing E) Folksonomy

Scalability

Which influence tactic is being used when marketers advertise a limited edition Xbox? Select one: a. Authority. b. Consistency. c. Scarcity. d. Affinity. e. Social proof.

Scarcity.

Which of the following would be included in an editorial calendar? Select one: a. Schedule for publication. b. Identification of relevant topics. c. All of the above. d. Types of content. e. Publication venues.

Schedule for publication.

When Pepsi buys information on its competitors from a syndicated source for a SWOT analysis, it is conducting which of the following types of research? Select one: a. Secondary research. b. Social media research. c. Observational research. d. Ethnographic research. e. Primary research.

Secondary research.

When a company purchases background information on the market, industry, etc., to help aid in the decision-making process, they are engaging in which of the following types of research? Select one: a. Secondary research. b. Social media research. c. Primary research. d. Observational research. e. Ethnographic research.

Secondary research.

Scandal fans associate themselves as Gladiators and feel a sense of belonging with other Gladiators. Which fandom characteristic is this an example of? Select one: a. Cultural competence. b. Emotional engagement. c. Production. d. Self-identification. e. Auxiliary consumption.

Self-identification.

Analyzing product reviews to obtain insight into the mix of features people want, and the product's strengths and weaknesses is a way marketers use which of the following? Select one: a. Content analysis. b. Experimental research. c. Focus group research. d. Sentiment analysis. e. Netnography research.

Sentiment analysis.

Which of the following refers to how people think or feel (especially feel) about an object such as a brand or a political candidate? Select one: a. Bias. b. Content. c. Sentiment. d. Consent. e. Echo.

Sentiment.

The organic development of Twitter communities around programming like Scandal has allowed people to converse about shows in real time. This is an example of how marketers are using which of the following to share brand messaging? Select one: a. Social TV b. Social games c. Social music d. Social celebrity e. None of the above

Social TV

Facebook applications apply to which of the following zones of social media? A) Social community only. B) Social publishing only. C) Social entertainment and social commerce. D) Social commerce and social community. E) Social community, publishing, entertainment, and commerce.

Social community, publishing, entertainment, and commerce.

Which of the following completes the sentence, 'Broadly, ____________ encompasses the digital and social forms of media that are otherwise addressed by the entertainment industry'? Select one: a. Social commerce b. Social entertainment c. Social publishing d. Social participation e. Social community

Social entertainment

The impressions that make up the data that marketers use to paint your social identity are also known as which of the following? Select one: a. Digital identity b. Lifestream c. Social footprints d. Digital brand names e. Social impressions

Social footprints

Which form of social media works with the aid of software that systematically searches key words it finds in social spaces such as blogs, social networks, and forums? Select one: a. Social media mining. b. Social media fetching. c. Social media monitoring. d. Social media spamming. e. Social media crawling.

Social media monitoring.

Which process makes it more likely for content on a specific social media platform to be more visible and linkable in online communities? Select one: a. Linkbaiting. b. Cultural co-creation. c. Three-way linking. d. Sockpuppeting. e. Social media optimization.

Social media optimization.

What type influence is being used when car dealerships advertise that they are the #1 dealer in the area? Select one: a. Affinity. b. Scarcity. c. Consistency. d. Authority. e. Social proof.

Social proof

Which of the following characteristics is not associated with a social game? Select one: a. Multiplayer b. Competitive c. Dedicated d. Community-oriented e. Solitary

Solitary

Which online community characteristic specifies that virtual communities need norms in order to operate? Select one: a. Level of participation. b. Democracy. c. Standards of behavior. d. Conversations. e. Presence.

Standards of behavior.

Which form of recommendation enables users to share a more personal story about their experience, possibly as a video endorsement? Select one: a. Pick lists. b. Testimonials. c. Recommendation indicators. d. Popularity filters. e. Share tools.

Testimonials

Which of the following refers to information flowing across people and not from the top down? A) The Horizon Revolution. B) The Parallel Revolution. C) The Vertical Revolution. D) The Social Media Revolution. E) The Horizontal Revolution.

The Horizontal Revolution.

Which of the following is not a characteristic of Roger's diffusion of innovations theory? Select one: a. The relative advantage of the innovation. b. The ability to observe and try the innovation. c. The innovations simplicity of use. d. The innovations complex functionality. e. The innovation's compatibility.

The ability to observe and try the innovation.

Which of the following completes the sentence, 'The _________ is a key aspect of the external environment'? Select one: a. The organization's mission statement b. The social media marketing strategic plan c. The opportunities and threats d. The social media value chain e. The brand's competition

The brand's competition

Which of the following best explains what social media are? A) Anything that involves delivering hosted services online. B) The means to harness the collective knowledge of a crowd to solve problems and complete tasks. C) The online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks. D) Sets of labels or tags that individuals choose in a way that makes sense to them, as opposed to using predefined keywords. E) People who share their views about a product or service, even though they're not affiliated with the company.

The online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks.

Developers post their programs on a public site and a community of volunteers is free to tinker with them, develop other applications using the code, and then give their changes away for free. This is also known as which of the following? Select one: a. The backchannel. b. An activity stream. c. An internal social network. d. The open source model. e. A niche market.

The open source model.

Before any data are collected, which of the following must be in place to specify a plan to collect and utilize data so that desired information can be obtained with sufficient precision and/or so that hypotheses can be tested properly? Select one: a. The content analysis. b. The census. c. The informed consent. d. The research design. e. The sample frame.

The research design.

Which of the following proposes that a small group of influencers are responsible for dissemination of information because they can modify the opinions of a large number of other people? Select one: a. The social-object theory. b. Media democratization. c. Ad-equivalency value. d. Reputational capital. e. The two-step flow model of influence.

The two-step flow model of influence.

Which of the following is the primary unit of analysis for content analysis? Select one: a. The sentiment. b. The interview. c. The word. d. The tweet. e. The headline.

The word.

Which positioning statement is best in line with Google? Select one: a. The world's information in one click b. The computer for the rest of us c. Personal video broadcasting network d. Networking networks e. None of the above

The world's information in one click

Which of the following refers to the period in which a series of small changes becomes significant enough to cause a larger change? Select one: a. Network effect. b. Reference point. c. Starting point. d. Snowball effect. e. Tipping point.

Tipping point.

Which of the following are examples of vehicles for each zone of social media? A) Twitter, Groupon, LinkedIn, Second Life. B) YouTube, Twitter, Linked-In, Second Life. C) Twitter, Groupon, YouTube, Second Life. D) YouTube, Groupon, TripAdvisor, Second Life. E) Twitter, Groupon, uGame, Second Life.

Twitter, Groupon, uGame, Second Life.

Consumers may also use ratings and reviews as a form of validation just prior to purchase. This is referred to as which of the following? Select one: a. Verification. b. Validation theory. c. Usefulness. d. Rating reviews. e. Helpfulness.

Verification.

What type of marketing tends to be more reliable and trustworthy than messages from more formal marketing channels? Select one: a. Object sociality. b. Flaming. c. Word-of-mouth. d. Reputational capital. e. Social proof.

Word-of-mouth.

Which of the following emphasizes that consumers today may be influenced in several moments online prior to making a purchase decision? Select one: a. GMOT. b. FMOT. c. Verification. d. SMOT. e. ZMOT.

ZMOT.

A quick search of Twitter for actor Hugh Jackman turns up several people listings, including @RealHughJackman, @JackmanHugh, @HughJackman, and @H_Jackman, among others. Only one is the "real" Hugh Jackman. The others are probably which of the following? Select one: a. Lifestreaming b. Avatars c. Handle squatting d. Brand butlers e. Lurking

c. Handle squatting

Which of the following completes the sentence, 'When viral content evolves within a social community, it becomes a _____, or a snippet of cultural information that spreads person to person until eventually it enters the general consciousness'? Select one: a. meme b. word-of-mouth content c. influenced content d. none of the above e. hashtag

meme

Which of the following completes the sentence, 'A set of socially relevant nodes connected by one or more relations is a __________'. Select one: a. social contract b. niche market c. democracy d. open access site e. social network

social network