NEW Stukent Marketing Study Guide
A keyword is ________. A. A word or phrase for which accompanying search results are displayed when typed into a search engine B. A snippet of text that tells a search engine what a social media account is about C. A piece of programming language that tells web browsers how to display information D. The first word in a headline or caption of any content posted on social media
A. A word or phrase for which accompanying search results are displayed when typed into a search engine
________ is the simulation of human intelligence processes by machines, especially computer systems. A. Artificial intelligence B. Search engine optimization C. Targeted marketing D. Boosting
A. Artificial intelligence
Sweater Weather, a sweater retailer, manually selects its target audience on Facebook based on location, age, and language. Which of the following types of Facebook audience targeting is it using? A. Core audiences B. Lookalike audiences C. Custom audiences D. Randomized audiences
A. Core audiences
If a company shares a link to its Facebook account on an Instagram post, what marketing approach is being used? A. Cross promotion B. Search engine optimization C. PPC advertising D. Outbound marketing
A. Cross promotion
Between 1995 and 2002, extreme internet usage growth played a key role in opening up the internet as a viable marketing option for businesses. Which of the following is the name of this time period? A. Dot-com bubble B. Internet marketing era C. Digital bubble D. Digital era
A. Dot-com bubble
Which of the following is an example of a SMART goal? A. Improve customer retention rate by 5 percent by March 15 by responding to every social media mention within 15 minutes during all business hours B. Increase sales by the end of the month by making more calls, posting more frequently on social media, and sending more emails C. Increase brand awareness by liking more photos on Instagram and writing longer captions for all social media posts D. Improve brand sentiment in two weeks by paying to promote Facebook posts that have to do with charitable efforts
A. Improve customer retention rate by 5 percent by March 15 by responding to every social media mention within 15 minutes during all business hours
________ is the most popular photo-sharing social media application. A. Instagram B. Facebook C. Pinterest D. Snapchat
A. Instagram
Snapchat, WhatsApp, and Facebook Messenger are examples of ________ applications. A. Instant messaging B. Text messaging C. Email D. Public forum
A. Instant messaging
Jennifer visited LilysApothecary.com and provided her email to receive a monthly newsletter. After receiving a few emails from Lily's Apothecary, Jennifer decides to fill out a form on the website that shows she is interested in purchasing a product. Which of the following would Lily's Apothecary use to describe Jennifer? A. Lead B. Audience C. Influencer D. Follower
A. Lead
________ is the time between the start and completion of a specific campaign. A. Lead time B. Conversion rate C. Lead rate D. Conversion time
A. Lead time
This form of marketing tries to reach consumers through general media advertising as well as through in-person contact. A. Outbound B. Inbound C. Organic D. None of the above
A. Outbound
SkatePerk tracks the number of people who visit www.skateperk.com from its Facebook account. Which of the following metrics is it likely tracking? A. Referral traffic B. Audience growth C. Revenue D. Audience size
A. Referral traffic
Facebook uses a ________ to show businesses how relevant or non-relevant their advertising efforts are. A. Relevance score B. Authority grade C. Usability rating D. Value report
A. Relevance score
What does SWOT stand for in the term SWOT analysis? A. Sales, weaknesses, opportunities, and time B. Strengths, weaknesses, opportunities, and threats C. Strengths, weaknesses, objectives, and time D. Sales, worth, opportunities, and threats
A. Sales, weaknesses, opportunities, and time B. Strengths, weaknesses, opportunities, and threats C. Strengths, weaknesses, objectives, and time D. Sales, worth, opportunities, and threats
Which of the following best describes the relationship between social media marketing and digital marketing? A. Social media marketing is just one component of digital marketing. B. Digital marketing is just one component of social media marketing. C. Social media marketing and digital marketing are the same. D. Social media marketing and digital marketing are not related.
A. Social media marketing is just one component of digital marketing.
A social media influencer is ________. A. Someone with a relatively large following on social media who uses it to exert influence in his or her area of expertise B. Anyone who uses social media to increase his or her followers C. Someone who enjoys using social media and shares both organic and paid content on a regular basis D. Someone who has at least 100,000 followers on a social media platform
A. Someone with a relatively large following on social media who uses it to exert influence in his or her area of expertise
GamerPro, a video game subscription service, wants more people to visit its website, so it decides to run ads on Snapchat. Which of the following Snapchat ad types would best fit GamerPro's needs? A. Story Ad B. App Install C. Web View D. Long-form Video
A. Story Ad
Which of the following best describes marketing? A. The process of communicating a company's value to customers B. The process of directly promoting a product or service C. The process of creating and maintaining the identity of a brand D. A range of activities that assist customers in resolving issues
A. The process of communicating a company's value to customers
What do Instagram, Oculus, and WhatsApp all have in common? A. They are owned by Facebook. B. They were all originally social media sites. C. They are the top three largest social media sites. D. They are social media planning programs.
A. They are owned by Facebook.
In terms of social media, a platform ________. A. enables the development, deployment, and management of social media solutions and services B. searches databases and internet sites for documents containing key words specified by a user C. is a person's profile on any given social media application that he or she uses to share views and opinions D. is the original version of a social media application that is used as a framework for future versions
A. enables the development, deployment, and management of social media solutions and services
Which of the following best defines "advertising campaign"? A. A collection of posts about the same product on social media B. A collection of advertisements trying to accomplish the same goal C. A video of a product or service that is shared on multiple social media sites D. Any content that promotes a brand's product or service
B. A collection of advertisements trying to accomplish the same goal
________ is the study of historical data to research potential trends, project the effects of future decisions, and evaluate the performance of past decisions. A. Market research B. Analytics C. Artificial intelligence D. Data mining
B. Analytics
If Tana pays for fake views on YouTube to outsmart its search engine, which of the following is she doing? A. Running a YouTube ad campaign B. Black hat marketing C. Building brand awareness via bumper ads D. Influencer marketing
B. Black hat marketing
If Sandy's Cafe wants to post six images in one Instagram ad in which the images loop and music plays automatically, what type of Instagram ad should it use? A. Photo ad B. Carousel ad C. Slideshow ad D. Story ad
B. Carousel ad
What are the three main goals of marketing? A. Build customer awareness, acquire new customers, and create new products B. Increase sales, build customer awareness and loyalty, and acquire new customers C. Write promotional emails, create ad campaigns, and acquire new customers D. Increase sales, optimize ad and marketing campaigns, and create concepts for new products
B. Increase sales, build customer awareness and loyalty, and acquire new customers
________ are the most important metrics for a business. A. Awareness metrics B. Key performance indicators C. Conversions D. Engagement metrics
B. Key performance indicators
Theo's Pizzeria wants to use Facebook to increase revenue, so it develops a social media marketing plan and runs targeted ads. Which of the following best describes what Theo's Pizzeria is using? A. Retargeting B. Monetization C. Authentication D. Media buying
B. Monetization
Andrea selects a YouTube video to watch, and a 6-second video ad starts playing immediately. She cannot skip through it to watch her video. Which of the following YouTube ad types is she seeing? A. Display ad B. Non-skippable ad C. Sponsored card D. Bumper ad
B. Non-skippable ad
Social media marketers operate largely under which of the 4 Ps? A. Product B. Promotion C. Place D. Price
B. Promotion
Hustle & Bustle sells high-end diaper bags made from sustainably sourced materials. Which of the following buyer personas best fits the corresponding target audience? A. Millie is 40 years old, is married, earns $35,000 a year, and searches terms like "recyclable materials." B. Shannon is 35 years old, is married, is a stay-at-home mom, has three children under the age of three, has a household income of $90,000 a year, and searches terms like "mom life hacks." C. Ryan is 27 years old, is single, has one 5-year-old, earns $55,000 a year, and searches terms like "best elementary schools near me." D. Ellie is 28 years old, is single, has 3-year-old twins, earns $45,000 a year, and searches terms like "affordable childcare."
B. Shannon is 35 years old, is married, is a stay-at-home mom, has three children under the age of three, has a household income of $90,000 a year, and searches terms like "mom life hacks."
These video ads appear between friends' stories, between Snapchat's stories, and in the middle of publishers' stories, which are the stories seen on the Discover page. A. Story ads B. Snap ads C. Discover ads D. Chat ads
B. Snap ads
If a company tracks data and behavior from its social media profiles and uses that data to make better business decisions, what process is that company using? A. Digital marketing analytics B. Social media analytics C. Social ad tracking D. Data extraction
B. Social media analytics
A ________ defines a business' objectives and assists in ensuring its content is working toward identified goals. A. Social media audit B. Social media marketing strategy C. Content calendar D. Social media analytics plan
B. Social media marketing strategy
Which of the following best describes social media reach? A. The number of countries in which customers have reacted to a company's social media activity B. The number of people who have been exposed to a company's social media activity C. The number of people within a target market who have interacted with a company's social media activity D. The number of people who follow a company's social media account
B. The number of people who have been exposed to a company's social media activity
If a company shares customers' posts on social media, which of the following types of content is it taking advantage of? A. Inorganic content B. User-generated content (UGC) C. Owned media D. Paid media
B. User-generated content (UGC)
If Motocross Central wants to increase awareness via video, which of the following types of Twitter ad campaigns should Motocross Central run? A. Awareness B. Video views C. Followers D. Website clicks
B. Video views
Which of the following is NOT an example of a clear call to action? A. "Buy now to get 33% off of your purchase." B. "Click here to download your FREE guide." C. "HotRods is the best car wash in town." D. "Visit www.abcdefg.com to learn more."
C. "HotRods is the best car wash in town."
Which of the following is an example of a data-driven decision? A. An apparel company wants to sell more jewelry next month, so it decides to share two jewelry-related posts on Instagram each week instead of one. B. A local organic grocery store is afraid it's losing business to another store, so it decides to raise its social ad spend. C. A baked goods shop tests posting times on Facebook and finds that its followers are most active in the evening, so it shares content between 5 and 8 p.m. D. A car dealership wants to build brand awareness, so it decides to run one contest on social media a week for one month.
C. A baked goods shop tests posting times on Facebook and finds that its followers are most active in the evening, so it shares content between 5 and 8 p.m.
In reference to social media marketing, which of the following is an example of organic content? A. A video a company pays to promote on Facebook B. A PPC ad that appears at the top of search engine results C. An image a company creates and shares on Instagram D. A product review that a paid influencer posts on YouTube
C. An image a company creates and shares on Instagram
________ is a measurement of customers' familiarity with a brand and its products and/or services. A. Brand sentiment B. Customer satisfaction C. Brand awareness D. Customer support
C. Brand awareness
If Iron & Steel, a bodybuilding gym, shares eight images in a single Facebook ad, which of the following Facebook ad types is it using? A. Slideshow B. Canvas C. Carousel D. Video
C. Carousel
If a bicycle company creates and shares a blog post about the best mountain biking trails in America, what form of marketing is being used? A. PPC advertising B. Web optimization C. Content marketing D. Outbound marketing
C. Content marketing
In terms of marketing, what does CPM stand for? A. Customer per minute B. Custom pricing mechanism C. Cost per mille D. Cost per million
C. Cost per mille
Snapchat was the first ________ application. A. Photo-sharing B. Video-sharing C. Data-deleting D. Instant-messaging
C. Data-deleting
When conducting a social media audit, the first step is ________. A. Checking for brand consistency B. Listing important metrics to monitor C. Locating and recording all social media accounts D. Analyzing each social media profile
C. Locating and recording all social media accounts
________ was the first true social media network. A. Facebook B. Twitter C. MySpace D. YouTube
C. MySpace
Which of the following highlights a key difference between one-to-many and one-to-one marketing? A. One-to-one marketing is an indirect form of marketing, while one-to-many marketing is direct. B. One-to-one marketing allows businesses to communicate to a large audience, while one-to-many relies on businesses understanding customers' individual choices. C. One-to-one marketing is considered personalized marketing, while one-to-many is considered an indirect form of marketing. D. One-to-one marketing occurs when a business sends a message to a single large audience, while one-to-many occurs when a business sends a message to many small audiences.
C. One-to-one marketing is considered personalized marketing, while one-to-many is considered an indirect form of marketing.
Prince & Caputo has crafted several blog posts about men's fashion. It wants to increase brand awareness, so it decides to run an ad campaign on Facebook to promote these blog posts. Which of the following is Prince & Caputo using? A. Organic media marketing B. User-generated content C. Paid social media advertising D. Earned media
C. Paid social media advertising
If a company wants its ad to appear on the "Trends for you" section on Twitter, what kind of promotion should it run? A. Promoted Tweet B. Promoted Account C. Promoted Trend D. Promoted Page
C. Promoted Trend
TravelElite, a discount travel agency, aims its social media marketing efforts at married 30- to 40-year-olds who have incomes of $50,000-$70,000 a year and who are interested in travel. It does this because these people are most likely to purchase a TravelElite trip. Which of the following best identifies this group of people? A. Test market B. Focus Group C. Target audience D. Lead market
C. Target audience
Which of the following is an example of social media monitoring? A. Creating a content calendar B. Following news networks on Instagram C. Tracking the sentiment of brand mentions on Twitter D. All of the above
C. Tracking the sentiment of brand mentions on Twitter
When were social media sites first introduced? A. 2010 B. 1997 C. 1990 D. 2003
D. 2003
Which of the following can be a disadvantage of working with an influencer? A. Influencer marketing provides little to no return on investment. B. The cost of influencer marketing is statistically higher than paid advertising. C. Influencers demand lengthy and detailed contracts. D. A company's image is tied to the actions of the influencer.
D. A company's image is tied to the actions of the influencer.
Which of the following is an example of social proof? A. A customer review on a website B. Star ratings for a product C. The sharing of a blog post on social media D. All of the above
D. All of the above
A _______ is a statement or phrase that encourages audience response. A. Personal brand statement B. Keyword C. Mission statement D. Call to action
D. Call to action
Which of the following countries has the most Instagram users? A. The United States B. Indonesia C. Brazil D. India
D. India
Jared, a popular vlogger, sees that his YouTube videos that incorporate trendy challenges get around 900,000 views, his travel videos get around 1.5 million views, and his how-to videos get about 2 million views. Based on that data, it would be MOST beneficial for Jared to ________. A. Improve the quality of his travel videos B. Make his challenge videos stand out C. Promote his challenge videos D. Post more how-to videos
D. Post more how-to videos
What are the 4 Ps of marketing? A. People, Price, Promotion, Product B. Place, Product, Promotion, Priority C. Principle, Product, Promotion, People D. Product, Price, Place, Promotionh
D. Product, Price, Place, Promotionh
Darren calls out Barry's, a local burger joint, on Twitter for not providing a modern, fresh take on fast food. Which of the following would be a good plan of action for Barry's to try to manage the situation and its reputation? A. Ignore Darren's complaint B. Let the issue sit for a few days and respond later C. Respond to Darren without actually addressing his criticism D. React quickly and transparently about his criticism
D. React quickly and transparently about his criticism
A company must have a ________ account before it can create ads on Snapchat. A. Snapchat Business B. Snapchat Premium C. Snapchat Marketing & Advertising D. Snapchat Ads Manager
D. Snapchat Ads Manager
Content marketing is ________. A. The act of submitting public relations materials to media outlets to inform target audiences about events, product launches, updates, etc. B. The act of asking influencers to share links to product pages, to share reviews of products, to write blogs or create videos about products, etc. to acquire a target audience C. A technique used by customer service representatives on social media platforms that allows them to respond and react to issues in a professional manner D. The act of creating and distributing valuable, relevant, and consistent material to attract and acquire a target audience
D. The act of creating and distributing valuable, relevant, and consistent material to attract and acquire a target audience
________ began as a side project that was initially designed to function similarly to instant messaging. A. Facebook B. Instagram C. Snapchat D. Twitter
D. Twitter
If a company wants to know if its social media marketing efforts are generating money, which of the following metrics should it track? A. Conversions B. Revenue C. Audience growth D. Website traffic
D. Website traffic
Nikki is a well-known influencer in the beauty industry. She shares makeup reviews and how-tos. Petals, a new makeup brand, asks Nikki to use its Snapchat account for a day to share how-tos with its products. Which of the following marketing strategies is Petals using? A. Giveaway B. Q & A C. Behind-the-scenes D. takeover
D. takeover
True or False: Among age groups of internet users, the group of 13-17 year-olds is most likely to use Instagram. True False
False
True or False: Customer advocacy is a marketing strategy focused on supporting customers on social media by liking, commenting on, and sharing their content. True False
False
True or False: If a business wants to be successful on social media, it should copy a competitor's social media marketing efforts. True False
False
True or False: In comparison to other age groups, internet users who are 30-49 years old are most likely to use Snapchat. True False
False
True or False: In comparison to other age groups, internet users who are 56+ years old are most likely to use YouTube. True False
False
The majority of Facebook users are ________. Male Female
Male
The majority of Twitter users are ________. Male Female
Male
True or False: A brand is the distinctive name, words, design, logo, mark, or a combination of these elements that create company or product identity and that separate the company or product from competitors. True False
True
True or False: A lookalike audience on Facebook is an audience that a marketer chooses based on specific demographics. True False
True
True or False: A social media analytics plan is the actuation of various strategies to help increase the level of overall engagement across social media platforms. True False
True
True or False: Artificial intelligence determines the content people see in their social feeds and what ads are put in front of them. True False
True
True or False: Cost per click is an advertising approach in which the advertiser pays if the advertiser's ad is clicked. True False
True
True or False: In terms of location, Twitter users are spread out fairly evenly between urban, suburban, and rural areas but are slightly more likely to live in urban areas. True False
True
True or False: Norris & Jones, a high-end restaurant, posts a giveaway on Instagram. Within the first two days, the post is seen by 4,500 people. Each of these exposures to the post is considered an interaction. True False
True
True or False: Ollie, a skateboard retailer, shares a video on Facebook, Instagram, and YouTube of its customers' craziest wipeouts. The video performed significantly better than any other post it had ever shared. Ollie's video is an example of unicorn content. True False
True
True or False: With paid social media advertising, a company's "audience" is the segment of people that the company deliberately chooses to advertise to through various demographic selections. True False
True
