test123

Which of the following statements is not correct relating to the "Uses and Gratification" (U&G) approach to social media?

"Diversion" describes the need to see a broad variety of content in your social media feed, in order to stay informed.

Which of the following statements is true regarding the basic value of different social media metrics

"See" metrics focus on visibility and reach, while "do" metrics emphasize user engagement and actions

One of the options below does NOT fit in with the "youtility" shift from traditional markedting ideas to smart marketing

"State-of-mind awareness"

What is an echochamber?

A space where users share similar opitnions and rarely hear of contradicting views

AIDA is an expression within the advertising industry. What does the last letter "A" stand for?

Action

What does AVE stand for?

Advertising Value Equivalents

Which of the following options is not part of McCarthy´s marketing decision approach of the four P´s?

Process

The PR management process consists of the following four stages: ...

Research, planning, implementation, evaluation

What does social media ROI stand for?

Return on Investments

Which of the following are important outcomes of CSR communication?

brand loyalty, reputation and brand differentiation

What are the three types of publishers we have in a moden media invironment?

influencers, media, brands

What is the the correct name and order of the different adopters within the Diffusion of new ideas model?

innovators - early adopters - early majority - late majority - laggards

When was the first youtube video uploaded?

2005

The Barcelona Principles" is a set of principles for measuring and evaluating communications. The principles occasionally get updated to reflect the current communication industry. When was it first formed and how often does it get updated?

2010, Gets updated about every 5 years

What percentage of the US population used social media in2005?

5 %

Which of the following is an example of micro-blogging in journalism?

A blog by journalists used for quick and direct audience interactions.

Which of the following best describes gatekeeping in social media?

A process of controlling the flow of information on social media platforms

When reflecting on the role of trust, influence, and engagement in social media, what is a key factor that contributes to building trust among users?

Authenticity

Wich of the following describes "Place" in the 4Ps of marketing?

Availabillity for customers

Looking at the ongoing diffusion on social media the last decade, what is a key consequence for communication professions such as journalism and marketing?

Changing job-roles and increased platform usage

What does CMS stands for?

Content management system

What are the foundations of the importance of SoMe for marketing and adversizing?

Customer care, Risk management, Content maximization, Analytics

Which of the following is NOT in the "SAVE" approach to marketing

Evaluation

What are the 4 stages in the "Diffusion of New Ideas" ?

Experimentation, "trending", Mass appeal, Late-commers or Resistance

What are, according to Gordon (2012), four different types of social media metrics?

Feel, See, Do, Say

Which concept refers to the ability of individuals or entities to affect the opinions, behaviors, and decisions of others, for instance within social media

Influence

How do the dynamics of infuence change in the transition from a two-stage mass media-centered flow to a decentralized space?

Influence becomes decentralizes with an increased role for individuals and smaller groups

Why is it important for professionals in the field of public relations to have a deep understanding of the business value that PR can bring to an organization?

It allows organizations to measure the "ROI" of PR efforts

Which of the following statements best describes citizen journalism?

It has transformed the interaction between journalists and audiences

Which of the following statements is correct when it comes to social media in journalism?

Journalism as a profession is being challenged by the open access and publication nature of the internet and social media platforms.

How have social media changed journalism?

Journalists are under pressure to report breaking news before social media . This emphasis on speed can sometimes compromise the accuracy and thoroughness of reporting.

What does the term "going native" refer to in marketing?

Marketing content that is mimicking the storytelling aesthetic of the host site.

The following is true for the definition of the concept of "meme"

Memes reproduce by means of imitation.

Which one of the categories below from the Xifra and Graus (2010) study refers to "all information sent out by public relations practicioners, either as members of a company or the press agent of an organization"?

Practice

Which of the following statements is not part of the definition of social networking sites (SNS) by Boyd and Ellison, 2008?

SNS are web-based services that allow individuals to share, create and view user generated content.

Among the following choices, which is associated with the updated marketing-approach to the "4Ps" known as "SAVE"?

Solutions, Access, Value, Education

What defines the quality of research measures and metrics?

The ability of measures to precisely capture the intended concepts or phenomena.

Which of the "four models of PR" by James Grunig is described best by the following statement: "... using stakeholder feedback and dialogue in communication to influence the audience to behave as the organization desires." (

Two-way asymmetrical model

What is a concern related to native ads?

Unclear labeling of paid vs. editorial content

How can we we use the "spiral of silence" theory in the context of social media?

Understanding sharing behavior.

Which of the following statements are true about the "spiral of silence"?

Users on social networking sites who don't express themselves on the site/platform can still be engaged.

Gordon (2012) distinguishes between different types of measures ("see", "say", "feel", and "do" measures). The following is an example for a "see" measure: ...

Website traffic

Which of the following is right about social network analysis?

You can see what kind of people your followers are

Within the concept of "brand-centric" content we can distinguish five different types based on the "promotional relationships" between consumers and companies. One of these types is "compensated consumer-generated media" which refers to: ...

media that is created when brands pay consumers (e.g., bloggers).

Accordning to the "uses and gratifications theory", what motivations gudie the choices we make on social media?

personal preferences and needs

It is a consequence of the popularity of social media that...

trust today is less mediated through established media actors, such as quality newspapers.