IMC Chapter 9

Social media is:

A social network is:

Social media marketing is:

The utilization of social media and/or social networks to market a product, company, or brand is:

A social structure of individuals and/or organizations that are tied together in some manner is:

Any digital tool or venue that allows individuals to socialize on the web is:

General social networking sites:

Niche social networking sites:

Social bookmarking sites:

Facebook is which type of site?

Skip actively participates in hunting and fishing social networks. Which type of networking sites would fit his interests?

Wholly Guacamole built its brand name and sales by leveraging social media and building an effective direct response marketing program.

Social media is any digital tool or venue that allows individuals to socialize on the web or in person.

Social media marketing is the utilization of social media and/or social networks to market a product, company, or brand.

Niche social networking sites are broadly focused and are designed to appeal to all demographics, regardless of gender, age, race, income or education.

Dating websites would be considered a general social networking site since they can appeal to any demographic profile.

If a brand wants to target females over 50 years of age that have some college, the best social media networking site would be Pinterest.

Approximately two-thirds of internet users have a profile on:

Primary Twitter users tend to have all of the following demographic characteristics except:

Despite its changing demographics, Facebook remains an attractive social media network for advertisers because:

Primary Pinterest users tend to have all of the following demographic characteristics except:

Compared to Twitter, Facebook is more effective for advertising because Facebook generates:

Which social media network limits messages to 140 characters?

All of the following statements about Facebook are true except:

Current trends in consumer video sharing include all of the following except:

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?

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:

If Comcast wants to reach minorities, especially African-Americans and Hispanics, the best social media networking site is:

The mobile photo and video sharing network owned by Facebook with over 200 million users is:

An attractive feature of Instagram is that users tend to be:

The most popular marketing tactics being used by brands with Instagram are:

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?

The bulletin-board style social networking site with over 70 million users is:

The most popular topics featured on Pinterest are:

Overall, males utilize social media more than females.

If a brand wants to target African-Americans through social media, a good social networking site to use would be Twitter.

Facebook now has over one billion users worldwide.

Instagram presents the largest source of display ads of all social networks.

The number of teens using Facebook is currently declining while the number of individuals 55 years old or older is steadily increasing.

Twitter is a good way for businesses to learn what consumers are saying about their business.

Twitter is not a good social networking site for small businesses due to the limited number of characters that can be inserted in each tweet.

Approximately 42 percent of online consumers use multiple social networking sites.

By 2017 experts believe YouTube will have more views, likes, and shares than either Facebook or Twitter.

While a large number of consumers post videos on YouTube, few consumers have their own YouTube channel.

When consumers re-post television or internet ads they have seen to YouTube, in most cases it is ads they do not like.

In terms of videos posted to YouTube, consumer-produced videos exceed company or brand produced materials.

Rather than access a brand's website or contact technical support, many consumers go to YouTube to see videos on how to use a product or repair it.

While Facebook has a large number of users, only 10 percent update their status daily and only 15 percent make comments once a day or more.

One reason marketers like Instagram is that users tend to be young, wealthy, and primarily male.

The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos.

Instagram is a mobile photo and video sharing social network with over 200 million users with 60 percent visiting the site daily.

Approximately 70 percent of Pinterest users are male.

The two frequently reported reasons for brands to develop a social media marketing campaign are to:

Customer comments about a brand on social media are especially beneficial to brands because they:

Using social media to engage females with the Hooter's brand was a wise strategic decision because:

Social media can improve search rankings on search engines in the following ways except having:

Social listening by brands is important because it:

After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills:

Functions of social listening include each of the following except:

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:

Brand advocates exhibit each of the following characteristics except:

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:

Adam goes to Subway almost weekly and often makes comments on Twitter about his visits. Adam's patronage of Subway illustrates the brand advocate characteristic of:

Brand advocates need to exhibit emotional and behavioral commitment to the brand; however, to be useful to marketers, brand advocates need to exhibit the characteristic of:

Social media marketing should not have as its primary objectives to:

Based on studies by Coca-Cola and McKinsey & Co, which statement about the impact of social media is true?

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:

EngageSciences estimates ________ percent of a brand's fans generate nearly the entire social buzz about the brand.

In terms of social media marketing, most brands utilize a single social media network.

Giving away free merchandise or using other promotional incentives is always needed to engage fans through social media.

Customer interactions on social media is important to brands because what customers say about a brand carries more weight than what a brand says about itself.

For social media to enhance a brand's image it must provide solutions, useful information, and product insights.

If consumers express a low level of satisfaction with a brand's social media communications, it will negatively impact their desire to purchase the brand.

Mentions of the brand name in social media will automatically boost organic search rankings.

If the content or comments made in social media about a brand match the search terms used by consumers, the quality of those interactions examined by search engine algorithms is increased.

Most search engines examine the number of brand mentions in social media.

While social listening is important because it gives brands an idea of what people think, brands must be careful, however, because consumers are hesitant about speaking how they really feel on social media networks.

In listening to social chatter, brands should consider only the positive comments.

The negative reaction to the Cheerios ad featuring a mixed-race couple illustrates the importance of social listening.

Social listening can be an excellent source of ideas for branded content pages.

In social listening, just counting the number of times a brand is mentioned does not tell the whole story. The sentiment of those mentions, whether positive or negative, is also important.

Through listening to social buzz, companies can detect patterns or shifts in consumer views, but cannot determine societal trends that may be occurring.

Brand advocates need to display a commitment to the brand either by their purchases of the brand or their emotional connection to the brand. Both are not necessary.

For some brands, increasing sales and building brand loyalty can be primary objectives of a social media marketing campaign.

While social media marketing can increase sales and build brand loyalty, the primary objective for social media marketing should be to engage fans with the brand.

Social media provides a unique venue for brands to connect with loyal customers while at the same time influencing other consumers.

It has been estimated that about 20 percent of a brand's fans generate about 80 percent of a brand's social buzz.

If a fan makes raving positive comments about a brand in social media, that fan should be recruited as a brand advocate.

In recruiting brand advocates through social listening, the most critical characteristic is an emotional connection to the brand.

A Coca-Cola study found a positive relationship between social buzz and sales of the brand.

Social media strategies currently used by brands include each of the following except:

Providing incentives for consumers to share content about a brand is:

The most frequently used incentives in content seeding programs are:

An excellent content seeding program that takes advantage of human competitiveness is to offer:

Adrienne noticed that sharing a message about a new Louis Vuitton fashion show with her friends allowed her to see some of the new fashions before the show took place. This type of content seeding is an example of:

The creation and execution of instantaneous marketing messages in response to or in conjunction with occurrences in live events is:

The concept of real-time marketing within social media originated with:

The success of Oreos during the 2013 Super Bowl game led to:

Effective real-time marketing requires:

In order to avoid litigation, marketers involved in real-time marketing must:

During a recent blizzard, Starbuck's sent messages on Facebook and Twitter that focused on a warm cup of coffee. This is an example of the social media strategy of:

The best position for video ads to maximize click-through rate is:

The best position for video ads to maximize impressions is:

Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is:

HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:

American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is:

Which word-of-mouth communication is provided by individuals who are seen as thought or opinion leaders within their social circles or as experts within a particular field?

A local newspaper reporter is an opinion leader when it comes to recognizing the best bar-b-que in town. The reporter could be included in which type of program?

For influencer marketing to be effective, the person rendering the opinion must appear to be:

Each of the following statements about blogs is correct, except:

A company-sponsored blog can provide each of the following benefits except:

The type of blog that offers a brand the most control over posted content as well as visitor comments is:

The primary disadvantage of a company deleting negative comments on its branded blog is it:

The new Federal Trade Commission ruling that blogs sponsored by individuals must openly state they are being sponsored refers to which type of blog?

The type of blog that offers a brand the least control over posted content as well as visitor comments is:

The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is:

If a company wants to learn what consumers truly think about its brands, the place where the most honest comments and postings will be found is:

One company at the forefront of consumer-generated reviews is:

Key implications of customer-generated reviews include each of the following except:

Marketing messages passed from one individual to another through some form of internet technology is:

Viral marketing is:

Viral marketing relies on:

The keys to successful viral marketing campaigns include all of the following except:

The top two reasons consumers follow a brand on social media is to:

The website or social media site most likely to influence purchases is:

The social media networking site most likely to influence purchases is:

The social media networking site that has the least influence on purchases is:

Content seeding by brands can be any type of incentive that offers information, uniqueness, novelty, or financial benefits.

A common method of content seeding is offering some type of financial incentive, such as coupons, rebates, and contests.

A financial incentive that can be part of a content seeding program by a brand is to offer consumers something exclusive that makes that consumer feel special.

The idea of real-time marketing did not exist prior to the famous blackout during the Super Bowl game of 2013.

To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.

Effective real-time marketing requires on-the-spot strategic planning during the time an event occurs.

Real-time marketing has shown success in sporting events, but not for non-sporting events.

Influencer marketing involves an individual marketing a brand through social media.

To be effective, persons serving as influencers in influence marketing programs must be deemed authentic and not as paid spokespersons for companies.

Individuals who create videos, post them on video sites such as YouTube or Vine, and seek to build a following are known as vloggers.

Because mistakes can generate social buzz, it can be used as an effective content seeding strategy.

Vloggers are paid individuals who create videos, post them on video sites such as YouTube or Vine.

Vloggers are not paid, because doing so would make them less authentic.

Interactive blogs allow visitors to make comments or posts on the blog.

The best approach to negative comments on a blog is for the brand to immediately delete the comment before other consumers see it.

A blog produced by a brand offers the firm's marketing personnel, as well as visitors, the most freedom in posting material and making comments.

In the past, a consumer would tell 12 to 15 people about a bad experience with a brand. Now, with the internet, a consumer can tell thousands, or even millions, about a bad experience.

Nancy just posted a negative comment on her personal blog about a bad experience at a restaurant. She is not sponsored by the restaurant and, according to the new FTC regulations, she must state that she is not affiliated with the restaurant.

Company leaders can increase the level of credibility of a blog by posting comments or honestly answering the negative criticism.

A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products.

It is unusual for a company that sells multiple goods or services to solicit customer-generated reviews of those items.

Best Buy has been at the forefront of customer-generated reviews.

While consumer-generated reviews can provide valuable information to a company about its products, they do not provide any information about how its brands compare with other brands.

Consumer-generated reviews can provide valuable information that a company can use to develop a marketing plan, make product modifications, and enhance service strategies.

Viral marketing is preparing a marketing message that in some way is passed from one consumer to another through digital means.

Viral marketing campaigns can utilize email or blogs.

For a viral marketing campaign to work, individuals must be offered financial incentives to pass the message along to other consumers.

The many forms of social media marketing mean that viral marketing is more effective today than in the past.

The primary reasons consumers follow a brand is to keep up with the brand's activities and to receive special deals or take part in a contest or sweepstake.

In most cases, consumers begin following a brand after they have purchased it.

Of the social media networking sites, YouTube is the most likely to influence purchase decisions.

Issues faced in implementing an international social media marketing campaign include each of the following except:

A measure of the number of times a brand receives a mention on social networks within a specific time frame is called:

A measure of the number of fans, friends, or followers a brand has in social media is:

For Facebook, marketing professionals believe the most valuable social media metric is:

For Twitter, marketing professionals believe the most valuable social media metric is:

Most Facebook users are located within the United States.

Social media marketing campaigns designed for global markets face challenges due to language differences, social norms, and technology differences.

Getting "likes" on Facebook is important because it almost always translates into sales.

In growing revenue and building brand loyalty through Facebook, "likes" is more important than "shares."

Retweets on Twitter are important to brands because they represent word-of-mouth recommendations from one person to others.