IMC Test 3 (Chapter 9) | Questions and Answers

IMC Test 3 (Chapter 9) | Questions and Answers 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 organization ...

IMC Test 3 (Chapter 9) | Questions and Answers 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. 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. 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 is: A) social media marketing. B) social media. C) a social network. D) social bookmarking. 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 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. 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. 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 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. Facebook would be classified as a ________ site. A) social bookmarking B) niche social networking C) social communication D) general social networking 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 Approximately two-thirds of internet users have a profile on: A) Facebook. B) Twitter. C) Instagram. D) Pinterest. 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. 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. 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. 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. 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. 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. Which social media network limits messages to 140 characters? 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. 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. 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. 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 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 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. The mobile photo and video sharing network owned by Facebook with over 200 million users is: A) Facebook. B) Instagram. C) Pinterest. D) Twitter. 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. 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. The bulletin-board style social networking site with over 70 million users is: A) Facebook. B) Instagram. C) Pinterest. D) Twitter. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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 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. 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. 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. 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. 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. Based on studies by Coca-Cola and McKinsey & Co, which statement about the impact of social media is true?