IMC Test 3 (Chapter 9)
EngageSciences estimates ________ percent of a brand's fans generate nearly the entire social buzz about the brand. A) 4.7 B) 8.3 C) 13.6 D) 20
4.7
A current trend on YouTube is video reviews of brands. Most are made by positive and passionate fans raving about the brand. For Covergirl and Revlon, what percent of videos that mention the brand are fan-created videos? A) 66 percent B) 77 percent C) 88 percent D) 99 percent
99 percent
Primary Pinterest users tend to have all of the following demographic characteristics except: A) under 50 years of age. B) African American. C) some college. D) female.
African American
The company at the forefront of consumer-generated reviews is: A) Amazon.com. B) Circuit City. C) Barnes and Noble. D) Walmart.
Amazon.com
Approximately two-thirds of internet users have a profile on: A) Facebook. B) Twitter. C) Instagram. D) Pinterest.
The social media networking site most likely to influence purchases is: A) brand websites. B) blogs. C) retail websites. D) Facebook.
All of the following statements about Facebook are true except: A) number of teens on Facebook has declined over 25 percent in the last 3 years. B) number of individuals 55 or older has increased 80 percent. C) Facebook generates about $1 billion in advertising revenue. D) Facebook has over 1.2 billion users worldwide.
Facebook generates about $1 billion advertising revenue
Despite its changing demographics, Facebook remains an attractive social media network for advertisers because: A) a large percentage of users share details of their lives on a daily basis. B) the number of individuals 55 or older has increased 80 percent. C) most users examine content on Facebook daily and make comments on photos or posts. D) Facebook now has 1.2 billion users worldwide.
Facebook now has 1.2 billion users worldwide
The mobile photo and video sharing network owned by Facebook with over 200 million users is: A) Facebook. B) Instagram. C) Pinterest. D) Twitter.
The bulletin-board style social networking site with over 70 million users is: A) Facebook. B) Instagram. C) Pinterest. D) Twitter.
If Comcast wants to reach minorities, especially African-Americans and Hispanics, the best social media networking site is: A) Facebook. B) Instagram. C) Pinterest. D) Twitter.
Which social media network limits messages to 140 characters? A) Facebook B) Instagram C) Pinterest D) Twitter
The new Federal Trade Commission ruling that blogs sponsored by individuals must openly state they are being sponsored refers to which type of blog? A) A branded blog created by a brand B) A blog that is sponsored by a brand C) An individual's blog that has no affiliation with any brand D) Any type of blog where a brand name is mentioned
a blog that is sponsored by a brand
The type of blog that offers a brand the most control over posted content as well as visitor comments is: A) a branded blog created by the brand. B) a blog that is sponsored by the brand. C) an individual's blog that has no affiliation with any brand. D) a blog that is sponsored, but by a different company.
a branded blog created by the brand
Because of the competitive nature of most people, an excellent content seeding program that takes advantage of this human trait is to offer: A) value-added incentives. B) financial incentives. C) something exclusive that makes the person feel special. D) a contest.
a contest
A social network is: A) the utilization of social media and/or social networks to market a product, company, or brand. B) a social structure of individuals and/or organizations that are tied together in some manner. C) a website that focuses on a specific interest, hobby, or demographic group. D) any digital tool or venue that allows individuals to socialize on the web.
a social structure of individuals and/or organizations that are tied together in some manner
Adrienne noticed that sharing a message about a new Louis Vuitton fashion show with her friends allowed her to see some of the new fashions before the show took place. This type of content seeding is an example of: A) a value-added incentive. B) a financial incentive. C) creating a brand advocate. D) a contest.
a value added incentive
Social bookmarking sites: A) focus on a specific interest, hobby, or demographic group. B) are broadly based and are designed to appeal to all demographics. C) focus on developing business relationships. D) allow individuals to share bookmarks of websites.
allow individuals to share bookmarks of websites
If a company wants to learn what consumers truly think about its brands, the place where the most honest comments and postings will be found is: A) a branded blog created by the brand. B) a blog that is sponsored by the brand. C) an individual's blog that has no affiliation with any brand. D) a blog that is sponsored, but by a different company.
an individual's blog that has no affiliation with any brand
The type of blog that offers a brand the least control over posted content as well as visitor comments is: A) a branded blog created by the brand. B) a blog that is sponsored by the brand. C) an individual's blog that has no affiliation with any brand. D) a blog that is sponsored, but by a different company.
an individual's blog that has no affiliation with any brand
The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is: A) a branded blog created by the brand. B) a blog that is sponsored by the brand. C) an individual's blog that has no affiliation with any brand. D) a blog that is sponsored, but by a different company.
an individual's blog that has no affiliation with any brand
Social Media is: A) the utilization of social media and/or social networks to market a product, company, or brand. B) a social structure of individuals and/or organizations that are tied together in some manner. C) a website that focuses on a specific interest, hobby, or demographic group. D) any digital tool or venue that allows individuals to socialize on the web.
any digital tool or venue that allows individuals to socialize on the web
Adam patronizes Subway almost weekly and often makes comments on Twitter about his visits. Adam's patronage of Subway illustrates the brand advocate characteristic of: A) behavioral commitment. B) member of multiple social networking sites. C) quality communication skills. D) emotional connection to the brand.
behavioral commitment
All of the following statements are true about blogs except: A) blogs are often tied in with viral marketing campaigns. B) blogs have been created on a wide range of topics. C) some blogs permit visitors to post comments, others do not. D) blogs are a powerful means of spreading word-of-mouth communications about a product.
blogs are often tied in with viral marketing campaigns
A measure of the number of times a brand receives a mention on social networks within a specific time frame is called: A) buzz frequency. B) frequency. C) reach. D) brand buzz.
brand buzz
If the JD Bank brand was mentioned a total of 723 times in social media during the month of May. This is a measure of: A) buzz frequency. B) frequency. C) reach. D) brand buzz.
brand buzz
Social media can improve search rankings on search engines in the following ways except having: A) the name of the brand mentioned frequently in social media. B) brand pages on multiple social media networks. C) content about the brand closely fit search terms. D) comments made by individuals about a brand fit closely to search terms.
brand pages on multiple social media networks
In examining the brand mentions for JD Bank, if analysts noted that about 75 percent were positive, 10 percent were negative and about 15 percent were neutral. This is a measure of: A) buzz frequency. B) buzz sentiment. C) reach. D) brand buzz.
buzz sentiment
Primary Instagram users tend to have all of the following demographic characteristics except: A) ages 18 to 29. B) Caucasian. C) urban resident. D) female.
caucasion
Amy sees a post on the Philadelphia Cream Cheese Facebook page and clicks on it. She is taken to the brand's website and to a recipe she wants to download. In terms of social media metrics, this would be counted as part of the: A) Facebook share count. B) clickthrough rate to the brand's website. C) reach measure. D) brand buzz score.
clickthrough rate to the brand's website
Providing incentives for consumers to share content about a brand is: A) content seeding. B) viral marketing. C) consumer-generated reviews. D) real-time marketing.
content seeding
The primary disadvantage of a company deleting negative comments on its branded blog is it: A) encourages more negative comments by consumers. B) destroys the blog's credibility with consumers. C) usually results in a large number of negative comments on social media networks. D) stimulates individual blogs designed to destroy the brand.
destroys the blog's credibility with consumers
Because of a litigious society, brands wanting to be involved in real-time marketing must: A) develop policies and rules prior to live events that govern real-time marketing messages. B) develop only viral marketing messages that are initiated by a consumer or fan posting on social media. C) have all message approved by the brand's legal team prior to a live event. D) develop upfront strategic planning prior to the assembling of war rooms during a live event.
develop upfront strategic planning prior to the assembling of war rooms during a live event
Social media strategies currently used by brands include all of the following except: A) content seeding. B) direct response marketing. C) viral marketing. D) consumer-generated reviews.
direct response marketing
After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills: A) disabled the comment feature on YouTube, but left the video on YouTube. B) removed the ad from YouTube. C) conducted a focus group to determine if the views represented the majority of Americans or it was views of a small minority. D) modified the female in the ad so the couple was of the same race.
disabled the comment feature on YouTube, but left the video on YouTube
Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of: A) behavioral commitment. B) member of multiple social networking sites. C) quality communication skills. D) emotional connection to the brand.
emotional connection to the brand
Issues faced in implementing an international social media marketing campaign include all of the following except: A) language. B) social norms. C) technology. D) employees.
employees
The two frequently reported reasons for brands to develop a social media marketing campaign are to: A) generate leads and increase sales. B) engage fans and increase brand exposure. C) improve search rankings and gather customer intelligence. D) provide an avenue for customer interaction and enhance brand image.
engage fans and increase brand exposure
The most popular topics featured on Pinterest are: A) fashion and food. B) sports and exercise. C) hobbies and special events. D) video ads and funny personal photos.
fashion and food
Primary Twitter users tend to have all of the following demographic characteristics except: A) ages 18 to 29. B) African American. C) urban resident. D) female.
female
The most frequently used incentives in content seeding programs are: A) value-added incentives. B) financial incentives. C) exclusive offers. D) contests or sweepstakes.
financial incentives
Niche social networking sites: A) focus on a specific interest, hobby, or demographic group. B) are broadly based and are designed to appeal to all demographics. C) focus on developing business relationships. D) allow individuals to share bookmarks of websites
focus on a specific interest, hobby, or demographic group
Facebook would be classified as a ________ site. A) social bookmarking B) niche social networking C) social communication D) general social networking
general social networking
Functions of social listening include all of the following except: A) react to negative comments. B) gather topics for branded content. C) detect patterns or shifts in views of consumers. D) generate sales leads.
generate sales leads
Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a burst quotient that indicates: A) the level of positive or negative chatter. B) the relative number of brand mentions compared to the category leader. C) how quickly a brand needs to respond to a trend occurring in society. D) the level of negative chatter so brands can determine if they should react.
how quickly the brand needs to respond to a trend occurring in society
Functions of social listening include all of the following except: A) identify brand advocates. B) predict trends. C) improve search rankings on search engines. D) detect problems with the product.
improve search rankings on search engines
Social media marketing should not have as its primary objectives to: A) gather customer intelligence and improve search rankings. B) increase web traffic and generate leads. C) engage fans and increase brand exposure. D) increase sales and build brand loyalty.
increase sales and build brand loyalty
A company-sponsored blog can provide all of the following benefits except: A) it can ease a shopper's fear about purchasing from a particular company. B) the comments on the blog give individuals an idea of how the company treats its customers. C) individuals can post any type of negative comments without fear it will be deleted. D) the blog can provide a means for the company to release information.
individuals can post any type of negative comments without fear it will be deleted
The social media networking site that has the least influence on purchases is: A) Pinterest. B) Twitter. C) Instagram. D) Facebook.
The top two reasons consumers follow a brand on social media is to: A) provide feedback and to learn about sweepstakes and promotions. B) keep up with the brand's activities and learn about products and services. C) provide feedback and join a community of fans who also like the brand. D) receive special promotions and to make purchases.
keep up with the brand's activities and learn about products and services
Social media strategies currently used by brands include all of the following except: A) content seeding. B) interactive blogs. C) lifestyle marketing. D) real-time marketing.
lifestyle marketing
Brand advocates exhibit all of the following characteristics except: A) behavioral commitment. B) member of multiple social networking sites. C) quality communication skills. D) emotional connection to the brand.
member of multiple social networking sites
Compared to Twitter, Facebook is more effective for advertising because Facebook generates: A) more shares, more site traffic, and more new customers than Twitter. B) more posts, likes, and shares than Twitter. C) younger, more affluent users than Twitter. D) greater brand awareness than Twitter.
more shares, more site traffic, and more new customers than Twitter
Skip actively participates in hunting and fishing social networks. These networking sites would be considered ________ sites. A) social bookmarking B) niche social networking C) social communication D) general social networking
niche social networking
The most popular marketing tactics being used by brands with Instagram are: A) encouraging consumers to upload, share, or like personal photos wearing or displaying the brand. B) offering coupons, contests, and sweepstakes. C) offering contests and using crowdsourcing of photos and videos. D) offering prizes for liking photos or videos and linking photos or videos displaying the brand to the brand's website.
offering contests and using crowdsourcing of phots and videos
The concept of real-time marketing within social media originated with: A) the war room assembled by Adobe during the 2014 Super Bowl game. B) Oreo cookies during the blackout in the 2013 Super Bowl game. C) Starbuck's tweet offers during a Northeast blizzard in 2013. D) McDonald's tracking of 3 million conversations each month and deploying strategic response
oreo cookies during the blackout in the 2013 Super Bowl game
Using social media to engage females with the Hooter's brand was a wise strategic decision because: A) it offers two-way communication while advertising is one-way communication. B) social media is better for enhancing brand image than advertising. C) social media provides a means to support giveaways and consumer promotions. D) overall, females are heavier users of social media than males.
overall, females are heavier users of social media than males
Key implications of customer-generated reviews include all of the following except: A) too many negative reviews and low-star ratings will be harmful to a company. B) reviews stress the importance of consistent high-quality customer products and services. C) positive reviews will have a positive impact on sales. D) reviews provide information on how a company's product is being evaluated by customers
positive reviews will have a positive impact on sales
Based on studies by Coca-Cola and McKinsey & Co, which statement about the impact of social media is true? A) Positive social media may not cause a sales increase, but negative social media causes a sales decline. B) Social media does not have any impact on sales. C) The amount of social media mentions has an impact on sales. D) Social media sentiment does not impact sales, but social media mentions does impact sales.
positive social media may not cause a sales increase, but negative social media causes a sales decline
Viral marketing is: A) the use of non-traditional media to promote a company's website. B) a form of database marketing. C) preparing a marketing message that is in some way passed on from one individual to another through digital means. D) using a virus to spread a marketing message.
preparing a marketing message that is in some way passed on from one individual to another through digital means
Customer comments about a brand on social media are especially beneficial to brands because they: A) increase brand exposure. B) allow fans to engage with a brand. C) provide word-of-mouth endorsements for the brand. D) generate leads and increases sales.
provide word of mouth endorsements for the brand
Social listening by brands is important because it: A) provides insights into what individuals think about the brand. B) provides a mechanism for brands to react to negative comments. C) offers two-way communications, which enhance a brand's image. D) increases brand exposure and engages fans with the brand.
provides insights into what individuals think about the brand
Although brand advocates need to exhibit emotional and behavioral commitment to the brand, to be useful to marketers brand advocates need to exhibit the characteristic of: A) having followers on their social network pages. B) membership in multiple social networking sites. C) quality communication skills. D) creating a high number of likes and shares on sites they visit.
quality communication skills
A measure of the number of fans, friends, or followers a brand has in social media is: A) buzz frequency. B) frequency. C) reach. D) brand buzz.
reach
During a recent blizzard, Starbuck's sent messages on Facebook and Twitter that focused on a warm cup of coffee. This is an example of the social media strategy of: A) content seeding. B) viral marketing. C) consumer-generated reviews. D) real-time marketing.
real-time marketing
The creation and execution of instantaneous marketing messages in response to or in conjunction with occurrences in live events is: A) content seeding. B) viral marketing. C) consumer-generated reviews. D) real-time marketing.
real-time marketing
The website or social media site most likely to influence purchases is: A) brand websites. B) blogs. C) retail websites. D) Facebook.
retail websites
For Twitter, marketing professionals believe the most valuable social media metric is: A) likes. B) shares. C) retweets. D) brand buzz.
retweets
For Facebook, marketing professionals believe the most valuable social media metric is: A) likes. B) shares. C) retweets. D) brand buzz.
shares
Any digital tool or venue that allows individuals to socialize on the web is: A) social media marketing. B) social media. C) a social network. D) social bookmarking.
social media
The utilization of social media and/or social networks to market a product, company, or brand is: A) social media marketing. B) social media. C) a social network. D) social bookmarking.
social media marketing
A social structure of individuals and/or organizations that are tied together in some manner is: A) social media marketing. B) social media. C) a social network. D) social bookmarking
social network
In analyzing the reach of a brand in social media, it is important to know all of the following except: A) the buzz sentiment, whether it is positive or negative. B) the trend, if it is increasing, declining, or remaining constant. C) whether the fans are active or passive. D) the number of fans, friends, and followers.
the buzz sentiment, whether it is positive or negative
The success of Oreos during the 2013 Super Bowl game led to: A) viral marketing campaigns created prior to live events, but launched during live events. B) the creation of interactive blogs that engage fans of a sporting event. C) the creation of war rooms during live events to create and execute instant marketing messages. D) content seeding strategies employed just prior to and during live sporting events.
the creation of war rooms during live events to create and execute instant marketing messages
Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a sentiment score that indicates: A) the level of positive or negative chatter. B) the relative number of brand mentions compared to the category leader. C) how quickly a brand needs to respond to a trend occurring in society. D) the level of negative chatter so brands can determine if they should react.
the level of positive or negative chatter
Social media marketing is: A) the utilization of social media and/or social networks to market a product, company, or brand. B) a social structure of individuals and/or organizations that are tied together in some manner. C) a website that focuses on a specific interest, hobby, or demographic group. D) any digital tool or venue that allows individuals to socialize on the web.
the utilization of social media and/or social networks to market a product, company or brand
Effective real-time marketing requires: A) an unusual occurrence during a live event that results in fans engaging social media interactions. B) viral marketing strategies be developed and seeded just minutes before a live event. C) marketing messages be created and approved by a brand's legal team prior to live events. D) upfront strategic planning prior to the assembling of war rooms during a live event.
upfront strategic planning prior to the assembling of war rooms during a live event
Current trends in consumer video sharing include all of the following except: A) creating consumer-produced how-to videos. B) uploading professional sporting events. C) capturing real-time events. D) creating branded videos.
uploading professional sporting events
The keys to successful viral marketing campaigns include all of the following except: A) use Web analytics to determine the best approach. B) focus on the product or business. C) offer an incentive. D) make it personal.
use web analytics to determine the best approach
Current trends in consumer video sharing include all of the following except: A) uploading broadcast ads. B) video reviews of products. C) video blogging. D) consumer re-creation of advertisements.
video blogging
Annie loves Kate Spade fashions and has created a video showing off some of the Kate Spade clothes she has purchased. Posting this video to YouTube is an example of which consumer video sharing trend? A) Uploading of broadcast and internet ads B) Video reviews of products C) Consumer created how-to videos D) Consumer re-creation of advertisements
video reviews of products
Mandy has a reputation of being an excellent beautician. As a result, L'Oreal has offered to be an active sponsor of the videos she has created and posted to YouTube. This is an example of the consumer video sharing trend of: A) consumer created branded videos. B) video reviews of products. C) consumer created how-to videos. D) consumer re-creation of advertisements.
video reviews of products
Marketing messages passed from one individual to another through some form of internet technology is: A) interactive marketing. B) cyberbranding. C) viral marketing. D) brand spiraling.
viral marketing
Buzz sentiment refers to: A) whether the brand buzz was positive or negative. B) the total number of negative comments on social media. C) the total number of positive comments minus the negative comments. D) a brand's buzz score based on its reach.
whether the brand buzz was positive or negative
Viral marketing relies on: A) a series of click-throughs. B) use of search engine optimization. C) highly visible banners. D) word-of-mouth communications.
word-of-mouth communications
An attractive feature of Instagram is that users tend to be: A) highly educated with incomes above $100,000. B) young and male. C) young and primarily of a minority race. D) young, wealthy, and female.
young, wealthy, and female
