Chapter 18 Flashcards
(141 cards)
1
Q
Social media:
a. cannot be compared to traditional advertising in any meaningful way.
b. is thought of by most people as any tool or service that assists
conversation.
c. has less sophisticated ways of measuring how marketers meet and
interact with consumers than traditional advertising.
d. offer more one-to-one ways to meet consumers than traditional
marketing media.
e. has not yet had a major impact on the way marketing works.
A
D
2
Q
For most people, social media is a marketing experience
A
F
3
Q
All of the following are examples of social media tools and platforms EXCEPT:
a. a media sharing Web site.
b. an AM/FM transistor radio.
c. an iPhone.
d. a blog.
e. Twitter.
A
B
4
Q
What is the primary focus of social media platforms?
a) Marketing products and services
b) Facilitating conversations and social interaction
c) Generating revenue through advertisements
d) Providing personalized recommendations
A
B
5
Q
What type of content is typically shared on social media platforms?
a) Company-generated content only
b) User-generated content
c) Paid advertisements only
d) Text-based content only
A
B
6
Q
What opportunities do social media platforms provide to marketers?
a) Direct sales of products and services
b) Facilitation of offline interactions
c) Sharing messages and creating new marketing initiatives
d) Generating revenue through subscription models
A
C
7
Q
Jow do social media platforms enable targeted advertising?
a) By limiting user interactions
b) By prohibiting personal data collection
c) By providing access to personal data
d) By restricting access to user-generated content
A
C
8
Q
What significant change occurred in social media platforms after companies needed to “monetize” and show a sustainable business model?
a) Decrease in user-generated content
b) Increase in marketing focus
c) Decrease in targeted advertising
d) Increase in offline interactions
A
B
9
Q
How are successful practitioners adjusting their outlook to the paradigm shift in social media?
A. By continuing their focus on controlling the communication.
B. By moderating the ongoing communication.
C. The practitioners are not keeping up with the paradigm shift.
D. By continuing their practices from traditional media.
A
B
10
Q
Consumers’ opinions about the value of
social marketing reflect:
a. the decreasing influence of marketing as an important factor in
business.
b. the fact that paid media is no longer relevant in the marketing world.
c. the widespread shift in marketing from one-to-many communication to
many-to-many communication.
d. marketers’ continuing reluctance to wholeheartedly dive into social
media.
e. customers can be easily manipulated by the onslaught of information
available in the social media universe.
A
C
11
Q
, Jones Soda used its Web site to ask its mostly teenage customers to
suggest new flavors, names, and labels and let other customers vote on which
flavors should be introduced into stores. Jones Soda was practicing co-creation.
A
F. Crowdsourcing
12
Q
Using consumers to develop and market product is called:
a. crowdfunding.
b. co-creation.
c. brainstorming.
d. closed innovation.
e. crowdsourcing.
A
E
13
Q
What shift in control occurs in social media compared to traditional marketing?
a) Control shifts from consumers to marketers
b) Control shifts from marketers to consumers
c) Control remains the same in both traditional marketing and social media
d) Control is non-existent in both traditional marketing and social media
A
B
14
Q
How do marketers adapt to the shift in control in social media?
a) By exerting more control over communication
b) By shifting their focus from controlling communication to moderating ongoing conversations
c) By limiting consumer interactions
d) By avoiding social media platforms altogether
A
B
15
Q
What opportunities does social media provide for marketers?
a) To limit consumer engagement
b) To control the information consumers receive
c) To engage in meaningful conversations with customers and share messages with large audiences in real-time
d) To avoid interacting with customer
A
C
16
Q
What is crowdsourcing, and how do marketers use it on social media?
a) Crowdsourcing is a marketing technique to limit consumer engagement
b) Crowdsourcing is a tool for consumers to control the information they receive
c) Crowdsourcing is a tool for marketers to receive new ideas from their followers and create new marketing initiatives
d) Crowdsourcing is a tool for marketers to avoid engaging with customers
A
C
17
Q
How do marketers use crowdsourcing beyond promoting products on social media?
a) They use it to limit consumer interactions
b) They use it to control the information consumers receive
c) They use it to create new products based on ideas from their followers
d) They use it to avoid interacting with customers
A
C
18
Q
How do social media companies generate income?
a) By charging users for their services
b) By selling products directly to users
c) By generating ad-revenue
d) By relying on government subsidies
A
C
19
Q
What is a common practice of social media companies in exchange for providing “free” services?
a) Charging users for using the platform
b) Selling user data to advertisers
c) Providing premium subscriptions
d) Donating revenue to charity
A
B
20
Q
hy is keeping users engaged and active on social media platforms crucial?
a) To limit user interactions
b) To maintain user privacy
c) To attract advertisers and maintain revenue streams
d) To reduce user engagement
A
C
21
Q
Why is keeping users engaged and active on social media platforms crucial?
a) To limit user interactions
b) To maintain user privacy
c) To attract advertisers and maintain revenue streams
d) To reduce user engagement
A
C
22
Q
Which of the following statements is NOT true?
A. Social media’s purpose is to facilitate social interactions.
B. Social media’s purpose is to facilitate conversations.
C. Social media’s purpose is for marketers to reach their customers.
D. Growth in social media has been facilitated by relatively new technologies.
A
C
23
Q
Which of the following is NOT a category of social media?
Fake
Earned
All of the options listed.
Owned
Paid
A
A
24
Q
Which of the following is an example of owned media?
a. The tweet that Winnie—who works out regularly at FitBody Bootcamp—
sent to her followers about how much weight she’s lost since she’s
been working out
b. An e-mail sent by Garrett to the manager of FitBody Bootcamp, asking
about what types of workout programs the gym offers
c. The Facebook page created by FitBody Bootcamp to let members know
about special events at the gym
d. The display advertisement that FitBody Bootcamp purchased on the
local newspaper’s Web site
e. The personal blog “Feeling the Burn,” maintained by Andy, who is one
of the instructors at FitBody Bootcamp
A
C
25
What is the definition of owned media?
a) Online content that is created and controlled by users
b) Online content that is created and controlled by external organizations
c) Online content that an organization creates and controls
d) Online content that is created and controlled by social media influencers
C
26
Erica was so impressed by the customer service she received from Mindware Toys
that she tweeted all of her followers about her experience. Erica’s tweets are a
good example of owned media.
F. earned media
27
What is earned media primarily generated through?
a) Paid advertising efforts
b) Word of mouth or online buzz about the brand
c) Direct marketing campaigns
d) Owned media channels
B
28
How would you describe earned media in relation to PR?
a) Identical to traditional PR
b) Akin to PR but in an online medium
c) Unrelated to PR
d) Less effective than PR
B
29
Content that a company purchases to be placed online is called:
a. owned media.
b. paid media.
c. controlled media.
d. earned media.
e. broadcast media
B
30
What can marketers achieve by using social media?
a) Selling products and services exclusively
b) Listening and learning about brands
c) Dominating conversations
d) Avoiding customer engagement
B
31
How can social media help marketers build relationships with customers?
a) By avoiding conversations and interactions
b) By engaging in conversations and interactions
c) By dominating conversations and interactions
d) By selling products and services exclusively
B
32
What approach should marketers take when promoting products and services on social media?
a) Dominate conversations
b) Participate in conversations without promoting products
c) Promote products and services while participating in conversations
d) Avoid engaging in conversations
C
33
How can social media help marketers manage their reputation?
a) By ignoring customers' concerns
b) By addressing customers' concerns
c) By dominating conversations
d) By avoiding interactions with customers
B
34
What challenge do marketers face due to the increased popularity of social media?
a) Decreased competition
b) Increased engagement
c) Crowding and the need to cut through the "noise"
d) Limited content options
C
35
What is the primary focus of content marketing?
a) Creating engaging advertisements
b) Generating leads through direct sales tactics
c) Creating interesting content to promote products and brands
d) Conducting market research to understand consumer behavior
C
36
How would you describe influencer marketing?
a) Brands paying celebrities to endorse their products
b) Brands creating and posting content for influencers
c) Influencers paying brands to create content
d) Influencers paid to create and post content for a brand, similar to a celebrity endorsement
D
37
How can text mining be utilized in social listening?
a) To create engaging advertisements
b) To analyze conversations on social media
c) To generate leads through direct sales tactics
d) To manage reputation by addressing customer concern
B
38
Which of the following is a primarily a form of social media?
A. NBC News
B. National Geographic magazine
C. YouTube
D. Kiss FM Radio
C
39
Which step helps marketers understand how social media is being used?
A. Listen to customers
B. Set social media objectives
C. Define strategies
D. Define activities
A
40
If a company is hiring new people, what social media platform should they advertise the position to be most effective?
A. Facebook
B. Twitter
C. YouTube
D. LinkedIn
D
41
______________ provide(s) marketers with a platform to share their message and create new marketing initiatives.
Commercials
Forums
Social media
Blogs
Surveys
C
42
What do reach metrics in social media measure?
a) The total number of people within a brand’s social media network across platforms
b) How many people are added or lost over a period of time
c) How many people see posts related to the brand
d) The engagement rate of social media posts
C
43
How is audience defined in the context of social media metrics?
a) The engagement rate of social media posts
b) The total number of people within a brand’s social media network
c) The number of people added or lost over a period of time
d) The number of people who see posts related to the brand
B
44
What does audience growth rate measure in social media analytics?
a) The engagement rate of social media posts
b) The total number of people within a brand’s social media network
c) The rate at which new audience members are added or lost over time
d) The number of people who see posts related to the brand
C
45
What does the engagement rate measure in social media analytics?
a) The total number of people within a brand’s social media network
b) How many people interact with posts
c) The percentage of the audience that has interacted with brand’s content
d) The average number of shares per post in a given period
C
46
What does the amplification rate measure in social media analytics?
a) The total number of people within a brand’s social media network
b) How many people interact with posts
c) The percentage of the audience that has interacted with brand’s content
d) The average number of shares per post in a given period
D
47
What does the bounce rate measure?
a) The average time spent by visitors on the source site
b) The percentage of audience members who return to the source site without clicking on the link
c) The number of clicks on the link posted within brand-related content
d) The total number of visitors to the brand's website
B
48
What does the conversion rate measure?
a) The total number of people seeing an ad
b) The percentage of people seeing an ad who make a purchase
c) The total amount spent on ads
d) The average cost per conversion
B
49
What does the cost per conversion measure?
a) The total number of conversions made
b) The total amount spent on ads divided by the number of conversions
c) The percentage of people seeing an ad who make a purchase
d) The average revenue generated per purchase
B
50
What action contributes to the conversion rate?
a) Clicking on the ad
b) Liking the ad on social media
c) Making a purchase after seeing the ad
d) Sharing the ad with friends and family
C
51
What does the churn rate measure?
a) The percentage of audience that recommend the brand to others
b) The number of people who stay loyal to the brand
c) The percentage of audience that leave within a certain timeframe
d) The total number of brand advocates
C
52
What does the brand advocacy rate measure?
a) The number of people who leave within a certain timeframe
b) The percentage of audience that recommend the brand to others
c) The total number of brand advocates
d) The percentage of audience that stay loyal to the brand
B
53
What is the primary objective of SEO (Search Engine Optimization)?
a) Paying search engines to display your site at the top of a search
b) Tailoring websites so that they naturally appear at the top of searches
c) Investing in advertisements to promote your website
d) Generating organic traffic through social media platforms
B
54
Which of the following best describes SEM (Search Engine Marketing)?
a) Optimizing website content to improve search engine rankings
b) Paying search engines to display your site at the top of a search
c) Using social media platforms to promote your website
d) Creating engaging blog posts to attract organic traffic
B
55
Which platform is commonly associated with SEM?
a) Facebook
b) Twitter
c) Google AdWords
d) LinkedIn
C
56
What is the main difference between SEO and SEM?
a) SEO involves paying for ads, while SEM focuses on organic search results
b) SEO focuses on improving website visibility organically, while SEM involves paid advertising
c) SEM relies on social media platforms, while SEO focuses on search engine algorithms
d) SEO and SEM are interchangeable terms for the same concept
B
57
What is the initial step in creating a social media plan?
a) Set Social Media Objectives
b) Define Strategies
c) Listen to Customers
d) Select the Tools and Platforms
C
58
What follows after listening to customers in a social media plan?
a) Set Social Media Objectives
b) Implement and Monitor the Strategy
c) Define Strategies
d) Identify the Target AudienceAnswer
A
59
What comes after setting social media objectives?
a) Define Strategies
b) Select the Tools and Platforms
c) Implement and Monitor the Strategy
d) Identify the Target Audience
D
60
What is the next step after defining strategies?
a) Select the Tools and Platforms
b) Implement and Monitor the Strategy
c) Listen to Customers
d) Set Social Media Objective
A
61
After selecting the tools and platforms, what is the final step in a social media plan?
a) Define Strategies
b) Identify the Target Audience
c) Implement and Monitor the Strategy
d) Listen to CustomersAnswer
C
62
What is the primary objective of the listening stage in a social media plan?
a) Generate content for social media platforms
b) Understand social media usage by listening to customers
c) Set social media objectives
d) Identify target demographics for advertising campaigns
B
63
How can companies actively engage in the listening stage of social media planning?
a) Post promotional content regularly
b) Respond only to direct messages from customers
c) Follow customer conversations and posts on social media platforms
d) Conduct surveys via email newsletters
C
64
What is the benefit of following customer conversations and posts on social media platforms?
a) Gain insights into competitors' strategies
b) Increase brand visibility through paid advertisements
c) Understand customer preferences, opinions, and concerns
d) Collect demographic data for marketing purpose
C
65
What is the purpose of clearly outlining measurable goals for social media efforts?
a) To increase the number of followers on social media platforms
b) To create engaging content for the target audience
c) To provide customer support through social media channels
d) To track and evaluate the success of social media initiatives
D. Goals and Objectives
Clearly outline measurable goals for social media efforts.
Utilize available metrics to measure success.
66
What is the first step in defining strategies for social media efforts?
a) Conducting competitor analysis
b) Studying industry trends and best practices
c) Creating engaging content for social media platforms
d) Identifying target demographics for advertising campaigns
B
67
Why is it important to study industry trends and best practices in social media planning?
a) To increase the number of followers on social media platforms
b) To create unique content that stands out from competitors
c) To develop meaningful strategies based on insights
d) To automate social media posting for efficiency
C
68
What is the purpose of identifying the specific target audience for social media efforts?
a) To increase the number of followers on social media platforms
b) To create content that appeals to a broad range of demographics
c) To tailor social media strategies to meet the needs of a specific group
d) To automate social media posting for efficiency
C
69
What is the primary consideration when selecting social media platforms for a social media plan?
a) The popularity of the platform among teenagers
b) The number of active users on the platform
c) The relevancy to the targeted audience
d) The availability of advertising features
C
70
Why is it important to consider the specific uses of social media platforms when selecting them for a plan?
a) To prioritize platforms that offer the highest engagement rates
b) To ensure consistency in brand messaging across different platforms
c) To align platform features with the goals of the social media plan
d) To target competitors' followers for increased engagement
C
71
Which platform is typically suited for casual interactions and personal connections?
a) LinkedIn
b) Twitter
c) Facebook
d) Instagram
C
72
What distinguishes LinkedIn from other social media platforms?
a) Its focus on visual content such as photos and videos
b) Its popularity among teenagers and young adults
c) Its emphasis on professional networking and career development
d) Its restriction on the length of posts to 140 character
C
73
Why is it essential to implement and monitor the strategies in social media?
A. Social media can be very fluid in nature
B. Social media is easy to monitor
C. Social media is easy to evaluate
D. Social media does not need to be monitored
A
74
Angela and Dominic own Cincy by the Slice pizzeria. They are interested in
keeping track of the number of mentions their store receives on sites like Twitter
and Facebook, but they are unsure of which steps to take next. Which of the
following resource would best meet their needs?
a. A listening platform with key word report capabilities
b. An insight platform that offers online focus group solutions
c. Web analytics software
d. An advanced customer database with predictive application
e. A social customer relationship management system
A
75
After establishing a listening platform, an organization should:
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
76
Which category of social media users produces and shares online content?
a) Critics
b) Collectors
c) Creators
d) Joiners
C
77
Monette has posted over 100 book reviews on Amazon.com. She also frequently
reviews products and services on Epinions and posts her impressions of local
restaurants on Yelp. As a social media user, Monette would best be characterized
as a joiner.
F. critics
78
Which type of social media user posts comments, ratings, and reviews of
products and services on blogs and forums?
a. Critic
b. Conversationalist
c. Boaster
d. Collector
e. Assigner
A
79
Which category of social media users collects data and votes for websites?
a) Creators
b) Critics
c) Collectors
d) Joiners
C
80
Which category of social media users collects data and votes for websites?
a) Creators
b) Critics
c) Collectors
d) Joiners
C
81
Kimberlee is a big fan of Hallmark products. She often
uploads photos of her Hallmark ornament collection to the company’s Facebook
page, she reads and comments on Hallmark blog posts, and she loves chatting
with and tweeting other Hallmark lovers. What type of social media user is
Kimberlee?
a. A critic
b. A joiner
c. An inactive
d. A noob
e. A collector
B. Joiners maintain a social networking profile and visit other sites
82
Which group of social media users maintains profiles on various networks?
a) Creators
b) Critics
c) Collectors
d) Joiners
D
83
Bethany follows several blogs every day and checks into YouTube frequently to
watch the latest videos. She doesn’t have her own Web site, and she almost
never makes any comments on the sites she visits; she just enjoys reading and
watching. Bethany would best be characterized as which type of social media
user?
a. Creator
b. Spectator
c. Collector
d. Joiner
e. Inactive
B
84
Which category of social media users consumes content like reading blogs and watching videos but is otherwise passive?
a) Creators
b) Critics
c) Collectors
d) Spectators
D
85
What term is used to describe social media users who have a presence but barely engage?
a) Critics
b) Spectators
c) Collectors
d) Inactives
D
86
What makes it easier to measure the efficacy of social media?
a) Limited availability of data
b) Utilization of complex algorithms
c) Presence of numerous tools like Google Analytics
d) Lack of interest from consumers
C
87
Why are social media metrics easier to measure compared to other forms of marketing?
a) They are inherently more accurate
b) They require less time and effort to track
c) They are provided by social media platforms automatically
d) They have a direct correlation with sales figures
C
88
What is one of the challenges in measuring the effectiveness of social media?
a) Lack of available tools
b) Limited access to data
c) Difficulty in linking metrics to concrete marketing outcomes like sales
d) Inaccuracy of social media metrics
C
89
How do marketers measure the efficacy of social media?
A. Mind mapping
B. Network mapping
C. Social media matrixes
D. Technical measurements
C
90
Which of the following is not a social media matrix?
A. Buzz
B. Interested
C. Participation
D. Asana
D
91
All of the following are examples of social media tools and platforms EXCEPT:
a. a media sharing Web site.
b. an AM/FM transistor radio.
c. an iPhone.
d. a blog.
e. Twitter
B
92
The most popular microblog is:
a. Twitter.
b. YouTube.
c. Facebook.
d. Tumblr.
e. Poink.
A
93
Blogs with strict post length limits are called:
a. password-protected blogs.
b. beta blogs.
c. Miniblogs.
d. private blogs.
e. Microblogs
E
94
Anil hopes to use social media to find some new customers for his bicycle shop.
Writing a corporate blog that discusses the shop’s inner workings would be a
good tool for this purpose
T
95
_____ disseminate marketing-controlled information and are effective
platforms for developing thought leadership and fostering better
relationships with stakeholders.
a. press releases
b. corporate blogs
c. virtual worlds
d. radio advertising
e. media sharing sites
B
96
Patrick goes to the movies three or four times each week. He operates a blog
where he writes long, detailed reviews of the latest releases. Patrick’s blog would
best be described as a:
a. media sharing blog.
b. Microblog.
c. noncorporate blog.
d. collaborative blog.
e. corporate blog.
C. personal blog
97
A company would probably NOT want to use Twitter to:
a. provide a customer with complex, hard-to-understand instructions on
how to use a product.
b. direct customers to its corporate blog.
c. promote a brand-new product.
d. share links to the official company Web site.
e. reply to customer queries.
A
98
One way an organization might effectively
use noncorporate blogs to help achieve its social media goals is by:
a. providing bloggers with products and/or money in exchange for a
review.
b. flooding the comments section of such blogs with positive comments
about the brand or company.
c. purchasing the blogs from the owners and converting them into
corporate blogs.
d. endearing the organization with anecdotes and stories about the brand.
e. designing their own corporate blogs to mimic the look of their
noncorporate rivals.
A
99
Facebook can best be characterized as a media sharing site.
F. Facebook is best characterized as a social networking site.
100
A Web site that allows individuals to connect with friends, peers, and business
associates is called a:
a. virtual world.
b. social networking site.
c. media sharing site.
d. social news site.
e. microblog.
B
101
Which of the following is NOT a social networking site?
a. Match.com
b. Last.fm
c. LinkedIn
d. Facebook
e. All of the above are social networking sites.
E
102
By far, the largest social network for gaming is:
a. Twitter.
b. LinkedIn.
c. MySpace.
d. Facebook.
e. YouTube.
D
103
Marla is a 55-year-old woman who wants to use a social network site to stay in
touch with her son, who is away at college. She also hopes to make contact with
some old high school friends. Which of the following is Marla most likely to use for
this purpose?
a. Last.fm
b. YouTube
c. Facebook
d. Bebo
e. Flickr
F
104
TwitPic, Flickr, and Photobucket are all examples of:
a. media sharing sites.
b. corporate blogs.
c. virtual worlds.
d. microblogs.
e. social networking sites.
A
105
_______________ sites allow users to upload and share media files like pictures and videos.
A. Social networks
B. Media sharing
C. Social news
D. Location-based social networking
B
106
_______________ allow users to share their opinions on their experiences are:
A. Review sites
B. Virtual worlds
C. Online gaming
D. Social news sites
A
107
Alison visits Reddit and Digg several times each day, where she posts links to
material she finds interesting. She also votes either up or down links that others
have posted based on whether she liked or disliked them. Alison clearly enjoys
using social news sites.
T
108
Corina is a big fan of the British television program Doctor Who. She writes about
her love of all things Whovian on her ______, called Wibbly Wobbly Ramblings,
where readers can post comments about what she has written.
a. social news site
b. electronic diary
c. toolbox
d. blog
e. virtual world
D
109
9. A _____ allows users to decide which content is promoted on a given Web site by
voting that content up or down.
a. media sharing site
b. social networking site
c. review site
d. virtual world
e. social news site
E
110
Which of the following is an example of social media news sites?
A. YouTube
B. Tumblr
C. Reddit
D. Foursquare
C
111
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.
D
112
3. Which type of social media site allows users to post, read, rate, and comment on
opinions about many different kinds of products and services?
a. A virtual world
b. A review site
c. A corporate blog
d. A media sharing site
e. A microblog
B
113
Marketers have largely been frustrated in their attempts to engage with
consumers through virtual worlds and online gaming because consumers of these
environments are usually so intent on playing the games that they notice little
else.
F
114
What category do Angry Birds, Farmville, and Mafia Wars fall under?
a) Virtual Reality
b) Virtual Worlds and Online Gaming
c) Social Media Platforms
d) Mobile Apps
B
115
Because of the widespread adoption of Android-based phones and other
Smartphones, millions of applications have been developed for the mobile
market.
T
116
This morning, Katrina received the following text message on her cell phone:
Don’t forget your haircut appointment today at 10 am with Jane at HairNow. See
you soon. This is an example of a mobile ad.
F. SMS
117
How has mobile technology impacted the growth of social media?
a) It has hindered the growth of social media platforms
b) It has had no significant effect on the growth of social media
c) It has significantly accelerated the rise of social media
d) It has caused a decline in social media usage
C
118
What role do smartphones play in the increasing usage of social media?
a) They discourage people from accessing the internet
b) They limit access to social media platforms
c) They facilitate widespread access to social media platforms
d) They only allow access to traditional email
C
119
What communication shift is observed due to the rise of mobile technology?
a) A shift from social media to traditional email
b) A shift from traditional email to SMS, MMS, and smartphone applications
c) A shift from smartphone applications to traditional email
d) A shift from SMS to MMS
B
120
What factor contributes to the popularity of mobile technology?
a) Increased barriers to entry
b) Limited accessibility
c) Reduced barriers to entry
d) Inaccessibility to younger audiences
C
121
Why are younger audiences particularly receptive to using mobile technology?
a) They prefer traditional forms of communication
b) They have limited access to smartphones
c) They are more open to technological advancements
d) They are resistant to change
C
122
How do real-time metrics enhance the appeal and effectiveness of mobile technologies?
a) By providing inaccurate data
b) By making it difficult to measure results
c) By offering measurable results in real-time
d) By limiting access to data
C
123
Modern mobile advertising as a viable marketing strategy has become possible
primarily because of the development of:
a. the microchip.
b. the PC.
c. Smartphone technology.
d. tablet laptops.
e. GPS technology.
C
124
One difference between apps and widgets is that:
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 alreadyexisting content.
A
125
What does "privacy policies and end user agreements" typically inform users about?
a) How to access social media platforms
b) How and what data is collected and how it is used
c) How to block data collection entirely
d) How to increase data sharing with third parties
B
126
What is a common challenge associated with privacy policies and end user agreements?
a) They are concise and easy to understand
b) They often prioritize user comprehension
c) They are typically long and difficult to understand
d) They provide limited information about data collection practices
C
127
What ethical issue involves using data without the knowledge or consent of users?
a) Microtargeting
b) Content Driven by Algorithms
c) (Undisclosed) Advertising
d) Privacy
D
128
Which ethical issue concerns tailoring advertisements to specific demographics without their explicit knowledge?
a) Mental Health
b) Microtargeting
c) Content Driven by Algorithms
d) (Undisclosed)
B
129
What is microtargeting primarily based on?
a) Demographic information
b) Geographic location
c) Psychological profiles
d) Social media activity
C
130
What does microtargeting involve in terms of enticing customers?
a) Providing discounts and promotions
b) Offering personalized recommendations
c) Using psychological profiles without customer realization
d) Highlighting product features and benefits
C
131
How does the availability of huge amounts of data contribute to microtargeting?
a) It limits the precision of targeting
b) It increases the randomness of targeted ads
c) It allows for the creation of very precise targeting
d) It reduces the effectiveness of targeted advertising
C
132
In what situations does microtargeting become an issue?
a) Situations involving political advertising
b) Situations involving charity donations
c) Situations involving addictive behaviors like gambling and overeating
d) Situations involving educational campaigns
C
133
What characterizes (Undisclosed) Advertising?
a) Clear labeling as advertisements
b) Advertising that is made to appear like content or not disclosed as such
c) Advertising with excessive use of hashtags
d) Advertising targeting a broad audience
B
134
Which term describes advertising that mimics the format and style of the platform it appears on?
a) Native advertising
b) Influencer advertising
c) Product placement
d) (Undisclosed)
A
135
What distinguishes (Undisclosed) Advertising from other forms of advertising?
a) Clear disclosure as advertisements
b) Excessive use of promotional language
c) Lack of transparency regarding its promotional nature
d) Targeting a specific audience segmen
C
136
What is sometimes included in influencer advertising, making it similar to (Undisclosed) Advertising?
a) Product placement
b) Excessive use of hashtags
c) Clear labeling as advertisements
d) Targeting a broad audience
A
137
What characterizes content driven by algorithms?
a) Clear labeling as sponsored content
b) Content designed to tempt users to continue searching for what marketers sell
c) Content driven by user preferences only
d) Content created without any algorithmic influence
B
138
Which social media platform has been particularly successful at keeping users engaged through algorithm-driven content?
a) Facebook
b) YouTube
c) TikTok
d) Instagram
C
139
What is a potential consequence of algorithm-driven content?
a) Increased transparency and trustworthiness
b) Decreased engagement and user interaction
c) Leading consumers down dangerous paths such as political extremism and conspiracy theories
d) Enhanced user control over content consumption
C
140
What negative impact does increased social media use often have on mental health?
a) Improved emotional well-being
b) Decreased feelings of loneliness
c) Negative effects such as increased stress and anxiety
d) Enhanced self-esteem
C
141
