marketing exam 2

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1. Why is social media so attractive for consumers?

a.	It is free.
b.	It allows for more insight and creativity.
c.	It gives the consumer more power.
d.	Everybody is using it.
e.	It allows consumers to vent about bad customer service.

2. According to the text, the definition of social media marketing is using social media to

a.	Promote a marketing message.
b.	Build a brand.
c.	Engage with consumers.
d.	Create content.
e.	Positively influence consumers toward a desired action.

3. Which is a true statement?

a.	B2B firms cannot benefit from social media.
b.	One-third of U.S. adults use the Internet to comment on products and services.
c.	Social media is only for certain companies and industries.
d.	Monitoring social media is an inefficient use of company time.
e.	Most people do not spend that much time using social media.

4. When developing social media strategies, it is important that companies

a.	Look to what their competitors are doing
b.	Ensure they include Facebook, because it is one of the most popular social networks
c.	Include the 8 C's
d.	Make sure to adapt them to their individual strengths, weaknesses, opportunities and threats.
e.	Define the call to action first

5. Which of the following is not considered a social media marketing goal?

a.	Increasing customer satisfaction (customer service)
b.	Driving recommendations from friends and family
c.	Generating new leads
d.	Crisis communication and online reputation management
e.	Increasing the number of Facebook fans & Twitter followers

6. Which of the following is not a brand building goal?

a.	Increase sales of a product or service
b.	Increase awareness for a product or service
c.	Expand brand loyalty
d.	Improve consumer perception about a brand
e.	Position a brand

7. What is a common issue with social media marketing plans?

a.	Incorrectly identifying the target audience .
b.	Developing strategies before identifying the target audience.
c.	Defining the target audience too broadly .
d.	Not understanding marketing goals and objectives.
e.	Relying too heavily on Facebook as a social media strategy.

8. A persona can be defined as

a.	It is another way of describing a target audience.
b.	The demographics and psychographics of a target audience.
c.	A detailed profile of a particular subset of people within the broad target audience.
d.	The personality and behavior of a target audience.
e.	Behavioral patterns of a specific subset of a target audience.

9. Why are messaging objectives important?

a.	They ensure a company knows where to find their personas.
b.	They help provide the persona with the information they need to make a purchase or other conversion.
c.	They help determine the optimal target audience.
d.	They ensure specificity within personas.
e.	They allow for the adjustment of messaging goals.

10. Why is it important to understand the rules of engagement in social media?

a.	It helps avoid potentially costly mistakes
b.	It identifies what social media channels to avoid.
c.	It shows how to grow your social media followers.
d.	It makes it easier to engage in interruption marketing.
e.	It reduces information costs.

11. Which of the following is not an example of permission marketing?

a.	Signing up for an email newsletter.
b.	Becoming a fan of a Facebook business page.
c.	An online ad viewed on a mobile phone.
d.	Subscribing to a company's YouTube account.
e.	Responding to someone on Twitter .

12. The passive engagement strategy focuses on

a.	Collecting and sharing content.
b.	Engaging with your audience.
c.	Creating content.
d.	Listening.
e.	Setting up social media profiles.

13. Social media marketing ethics involve all of the following except:

a.	Be active in addressing customer complaints
b.	Employ information gathering software on social profiles
c.	Tell the truth
d.	Taking responsibility for one's actions
e.	Show respect for your audience

14. Why is communicating with citizens from countries other than the U.S. important for a social media marketer?

a.	Social media is international, with adoption and usage on the rise in many countries.
b.	The U.S. has a large international population that uses social media.
c.	Globalization means that the world is smaller.
d.	Social media in the U.S. is declining when compared to usage in other countries
e.	Most social media sites are not country specific, so it is important to be inclusive.

15. Syndication is important for blogs because

a.	It allows bloggers to promote content in other channels to new audiences.
b.	It cuts through content clutter.
c.	It guarantees additional revenues for the blog.
d.	It helps boost content production on a blog.
e.	It encourages more comments.

16. Specialized, niche content is

a.	one way to get your audience interested in what you are selling.
b.	the best way to build a blog audience.
c.	not what most online consumers seek.
d.	an example of an unsustainable content strategy.
e.	relevant only to smaller businesses.

17. If blog updates occur less than once a week,

a.	It runs the risk of being seen as not engaged.
b.	It means that individual blog posts can be longer.
c.	Readers will look forward to the new posts more than if the blog was updated more frequently.
d.	It creates buzz and mystery.
e.	It generates more comments.

18. Why should you stick to a specific topic or focus when determining the content for a podcast?

a.	It is easier for listeners to locate podcasts in the iTunes store.
b.	Being too general means the podcast will compete with radio.
c.	Targeting a specific audience means it will likely have more appeal to that segment
d.	It sounds more professional.
e.	It is better for search engine optimization.

19. The primary difference between a podcast and a webinar is

a.	Podcasts require more preparation.
b.	A webinar is akin to an online radio show.
c.	Webinars are easier to optimize for search engines.
d.	A webinar is designed to be interactive.
e.	Podcasts generate higher return on investment.

20. An article differs from a blog in what way?

a.	There is more keyword research needed for a blog post.
b.	An article is longer and goes into more detail.
c.	Articles have a more prominent sales message.
d.	They are the same, only a blog post is posted only on your own website.
e.	A blog cannot be formatted as a PDF.

21. White papers are generally intended to

a.	Provide post-purchase technical support.
b.	Survey a target audience.
c.	Help consumers before they make a purchase.
d.	Position a brand.
e.	Be shared in order to go viral.

22. Why are interviews important when writing a white paper?

a.	They keep the white paper interesting.
b.	They may provide new information that is not widely known.
c.	They provide third party credibility.
d.	They help tell a better story.
e.	They help support the premise of the white paper.

23. One reason that video creates a stronger connection with consumers is

a.	Because it tells a story.
b.	That it is seen as a diversion or quick break.
c.	Because viewers are more vested in content when there is a human face attached.
d.	It creates community.
e.	People don't like to read.

24. The most popular channel used to share information online is

a.	YouTube
b.	Facebook
c.	Twitter
d.	Instant message
e.	Email

25. Why is the continuity of a theme important with videos?

a.	A general theme makes it easier to create regular content.
b.	Specificity is important with video content sharing.
c.	It helps ensure a video will go viral.
d.	It is more likely to convince a viewer to watch other videos and to subscribe to a channel.
e.	It makes measurement easier.