MKT 3600 Study guide – Flashcards

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Social Media marketing is based on marketing principles that have been around for years. (T or F)
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True
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According to the text, Facebook is a substantial source for word-of-mouth marketing (T or F)
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True
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Marketing investment in social media is forecast to increase (T or F)
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True
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Only large corporations have been successful in measuring the return from their social media marketing efforts (T or F)
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False
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Social media marketing uses social media portals to....
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Positively influence consumer attitudes toward a product
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Typically, the end goal of social media marketing is the purchase of a product, subscription to a newsletter, or registration in an online community. These desirable consumer actions are called...
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Conversions
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According to the text, which of the following is not one of the issues, businesses have with social media?
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Setting up a Facebook page is complicated
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Social Media marketing is a form of what type of marketing?
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Word of mouth
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According to the text, the definition of social media marketing is using social media to...
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Positively influence consumers toward a desired action
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A social media marketing plan does not require monitoring or adjustment during its implementation (T or F)
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False
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Some of a brand's most passionate advocates can start off as disgruntled customers. (T or F)
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True
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It is very important for brands looking to engage in social media to focus on broadcasting and promoting their message on these channels at every opportunity (T or F)
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False
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Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help archive (T or F)
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False
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Why is it important to listen to conversations about a brand?
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Comments can help a company understand how it is perceived and where opportunities may lie.
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Which of the following is not considered a social media marketing goal?
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Increasing the number of Facebook fans & Twitter followers
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Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform.
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Comprehend
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A target audience will be less likely to relate to a brand if the brand does not speak in the language and tone of the audience. (T or F)
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True
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Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided (t or F)
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True
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Targeting a wider section of a target audience means a company can reach more people (T or F)
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False
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When developing personas it is important to identify constraints right away, as those are a sign to avoid a particular persona (T or F)
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False
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What is a common issue with social media marketing plans?
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Defining the target audience too broadly
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A persona can be defined as
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A detailed profile of a particular subset of people within the broad target audience
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Why is the social technographics ladder useful?
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it provides a set of persona profiles for a company to reference
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How much people trust you is less important than the overall number of fans and followers you have (T or F)
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False
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When first engaging in social media, it is important to listen first before creating content. (T or F)
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True
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Being honest is one way for a company to build credibility (T or F)
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True
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Which of the following is not an example of permission marketing?
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An online ad viewed on a mobile phone
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Which of the following is not part of an active engagement strategy?
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Broadcasting messages
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Authenticity can be described as
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Telling the truth in a personable and genuine manner
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On its YouTube channel, AutoZone features a number of "Fix it Yourself" videos. The channel's featured video shows consumers how thermostats and radiator caps work and how to properly replace them to keep vehicles operating properly and reliably. This demonstrates adherence with with principle for social media success?
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Resourceful
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Alex recently opened a new bakery in Clarksville and serves a target market of consumers with diabetes, gluten allergies, and nut allergies. Her friends have encouraged her to establish a social media presence, as she is not active on any social media platforms. What initial entry strategy should Alex follow?
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A passive strategy, searching for mentions of her company/competitors, listening, and responding.
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Stamats, a higher education consulting company, posts the following tweet: Register now for our FREE webinar: Social Media tactics for higher ed recruitment. http://tinyurl.com/nnczbm9. Based on the call to action included in this tweet, what marketing goal does that firm wish to achieve?
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Lead generation
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what are the three steps to take responsibility for action?
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Acknowledge, Apologize, Act.
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(T/F) The ease of use of creating a website now means that there is a lot of content out there, so much so that it's difficult for even the high quality content to stand out.
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True
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(T/F) Blogging is a unique platform because it allows for the sharing of expanded content and more fully developed ideas than other social media channels.
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True
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(T/F) It is more effective to cover multiple topics in a single blog post, as it keeps readers coming back for more
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false
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(T/F) Linking to new blog posts on other social platforms is a good idea because it provides additional opportunities for your audience to find the content.
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true
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Specialized, niche content in a blog is
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the best way to build a blog audience
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A catchy title on a blog post should NOT
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be overly long or vauge
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(T/F) Pod-casting is a much easier social media tactic than blogging(
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false
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(T/F) Webinars require more up-front promotion than podcasts
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true
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(T/F) Podcasts have longer shelf lives than webinars, as they can be accessed long after they have been recorded.
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true
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Why should you stick to a specific topic or focus when determining the content for a podcast?
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targeting a specific audience means it will likely have more appeal to that segment.
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One of the challenges with using podcasts in a marketing plan is
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The commitment required to creating the podcast content
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The primary difference between a podcast and a webinar is
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a webinar is designed to be interactive
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Which of the following is a true statement?
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webinars are a better format for training sessions
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(T/F) An overt goal is one that is not directly mentioned in a white paper or e-book
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false
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(T/F) A professional white paper typically requires research, writing, editing, and review
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true
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(T/F) The primary goal for creating white papers, e-books or articles is to build a company's thought leadership and expertise in an area, ultimately generating sales leads.
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true
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An article differs from a blog in what way?
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an article is longer and goes into more detail
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White papers are generally intended to
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Help consumers before they make a purchase
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Why should White paper include visual aids, short paragraphs and informative titles?
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To ensure it is easy for readers to scan.
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The text identifies what mistake that companies make with white paper and e-book marketing?
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Treating them as a pure marketing platform.
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In our class review of the IBM white paper, we noticed the superior visual appeal of the white paper as compared to others presented. To what can we attribute this?
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IBM understands the important role of graphic designers in communicating information.
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IBM concluded the white paper with an appeal for the consumer to consider their cloud computing solution as a means of increasing mobile effectiveness. What type of goal was involved?
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Overt
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(T/F) The apple white paper was the ideal length for a white paper.
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false
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(T/F) Because the Apple white paper contains detailed specifications and significant use of jargon, it is best suited for knowledgeable members of the buying center engaged in evaluation of alternatives.
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true
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Halston shared with the class a white paper formatted as an HTML webpage, not a pdf. Why might more firms consider this practice?
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more and more, consumers are connecting to the world of digital information via smartphones and other devices, such that downloading a pdf is problematic.
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(T/F) A pod-cast can easily be recorded using only an app and a smartphone
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True
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If a blog post generates controversy or negative attention, which actions should a blogger or blog administrator take?
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Stand by what was written. If necessary, make corrections with a strike-through mark and an explanation of why the revision was made.
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Your company's latest blog post has stirred controversy. Why is it important to stand by your content?
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Going back on what the blog said compounds the situation, making the mistake memorable and generating more negativity
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At the end of each blog post, Sarah asks her audience a question pertaining to the content or ideas she shared an always reviews and responds to comments in a timely fashion. Why is this important?
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Developing an online personality is important for a blog to be successful, and that requires a high degree of interaction with other. The best way to encourage interaction on a blog is to end each post with a question that ask for help or is provocative. This allows her to immediately know - and take action - if a post generates controversy or negative attention.
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Which of the following is true concerning the length of a podcast?
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Podcasts commonly last 10, 30, or 60 minutes. A podcast should be as long as it needs to be.
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Hosted by improve-trained comics (and one guest), "how did this get made" is a podcast anchored in the belief that bad movies are great in their own special way. The hosts rip every shaky plot thread, mock ridiculous dialogue, and revel in the comically horrible quality of bad films. The podcast takes a deep dive on flicks like Con Air and Sharknado. What type of content does this podcast provide?
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Entertainment
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One of the distinguishing features of a blog is that readers can easily subscribe using RSS and get notifications about updates in real time. Which of the following terms describes this attribute?
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Syndicatable
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One of the unique advantages of a blog is receiving feedback, which provides marketers with greater insight related to the concerns and desires of the target market. How can marketers put this feedback to use?
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all of the above
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(T/F) In order to build a blog's viewership and influence, the blogger must focus on specialized content that is not easily replicated.
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true
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Which of the following is ideal for a training session or for information sharing?
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webinar
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Online video can act like an infomercial by showcasing a product's features and benefits (T/F)
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True
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It is easy to creative a video that accomplishes marketing objectives and goes viral (T/F)
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False
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One way to make video sharing easier, is to ensure each video has descriptive keywords, tags and a title (T/F)
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True
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Why has video sharing increased in popularity?
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The cost of video equipment has declined
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Using real people in actual locations when creating a video is an example of
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Authenticity
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Why is user generated content taken more seriously by consumers?
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it is seen as unaffiliated
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Image sharing can help drive web traffic to a website (T/F)
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True
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Unlike video sharing and other social media tools, target audiences are not as important for photo sharing (T/F)
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False
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Typically the most popular images are those that are carefully planned and staged (T/F)
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False
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What is behind the growth in photo sharing?
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The growth of smartphones
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Which of the following does not describe a photo sharing site?
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it puts a human face to the company
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Why is it important for a company to stay connected on a photo sharing site?
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interacting with other users helps draw people back to your content
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One use of microblogging is to start a discussion or participate in an existing conversation (T/F)
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True
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Posting links without descriptions is unlikely to generate responses on Twitter (T/F)
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True
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It is important for a brand to identify the unique value it can bring to its Twitter followers (T/F)
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True
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According to the text, the popularity and growth of microblogging as a communication technology reflects which of the following
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All of the above
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Twitter an optimal arena to study and develop different user personas because the channel features an easily searched database of faces attached to personal interests and hobbies (T/F)
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True
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To what rule governing photography does the image below relate? (the tic tac toe board)
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The rule of thirds
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What does the rule mentioned in the previous question specify?
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points of interest in a photo should be placed in the intersections or along the lines of the grid.
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Gaining a follower on social media is important, but gathering consumer data is critical. Which of the following is the best way for a firm to simultaneously create value for consumers who are engaged with the firm and gather their contact information?
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Offer followers a free e-book pertinent to their interests and have them submit their e-mail address so you can send it to them.
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