MKTG Ch. 19: Social Media & Marketing
a. reviews she has written.
b. visits she makes to particular locations.
c. times she “Likes” a certain link or post.
d. followers she has.
e. times her posts are retweeted.
a. are a hybrid of media sharing and social networking sites.
b. distribute digital audio and video files serially for other people to listen to or watch.
c. are essentially short messaging systems designed primarily for internal communication.
d. combine the fun of social networking with the utility of location-based GPS technology.
e. allow users to archive and share photos and interesting external links.
a. Not very costly.
c. more accurate.
d. hard to capture.
a. promoting products and services.
b. listening and learning.
c. building relationships and awareness.
d. creating static messages to reach mass audiences.
e. reaching out to unhappy customers and engaging them directly.
e. reaching out to unhappy customers and engaging them directly. Incorrect
a. search marketing.
b. display advertising.
c. mobile marketing.
d. social media.
e. e-mail marketing.
b. display advertising. Incorrect
a. owned media.
b. paid media.
c. controlled media.
d. earned media.
e. broadcast media.
e. broadcast media. Incorrect
a. Mobile ads
c. Web widgets
a. sending e-mail messages to their friends.
b. posting a message on Facebook.
c. leaving voice mail messages on their friends’ cell phones.
d. using MapQuest to find out how to get to the football stadium.
e. posting a message on Twitter.
d. closed innovation.
a. widgets are often cheaper to develop than apps.
b. apps cannot be used in a mobile-ready format.
c. widgets cannot be run entirely within online platforms.
d. apps tend to broaden an organization’s listening system, while widgets narrow it.
e. apps offer new content only, while widgets offer new and already-existing content.
a. business owners can set their pages to block negative reviews.
b. customers can write about bad experiences they’ve had at local businesses.
c. business owners can edit their organizations’ pages.
d. customers can read about what others think about particular businesses.
e. business owners can respond directly to customers who have written reviews.
a. Dungeon Runners
b. World of Warcraft
c. Texas Hold’em Poker
d. Legends of Future Past
e. The Chronicles of Spellborn
a. Games such as Angry Birds and CityVille have proven unattractive to marketers because it takes so long to play them.
b. Almost 90% of people play games within social networking sites or on mobile devices.
c. The typical online gamer is a 43-year-old woman with a full time job and college education.
d. Social gaming is one of the few areas of social media that is not growing.
e. The demographic of gamers who favor mobile devices tends to skew older than those who play on traditional PCs.
a. press releases
b. corporate blogs
c. virtual worlds
d. radio advertising
e. media sharing sites
e. media sharing sites Incorrect
a. develop a list of objectives for its social media team to accomplish
b. attempt to develop a unique social media platform to generate buzz about the brand
c. identify potential consumers
d. decide which tools and platforms to use as part of its social media strategy
e. implement measurement tools to determine the benefits of social media
a. All marketers understand that social media is mostly about return on investment (ROI).
b. Marketers have plenty of hard evidence as to the effectiveness of the measurements and metrics that track social media.
c. Given the relative ease and efficiency with which organizations can use social media, a positive return on investment is likely for many-if not most-organizations.
d. Fewer than 30 percent of marketers plan on increasing their investments in social media.
e. All of the above are true.
b. Marketers have plenty of hard evidence as to the effectiveness of the measurements and metrics that track social media. Incorrect