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Exam 13: Digital and Social Media Marketing

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Question 51

Multiple Choice

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According to your text, the rise of digital and social media marketing has raised the level of attention placed on three distinct ethical areas: unethical targeting of digital customers, ethical best practices in use of social media for marketing purposes, and

A) combating negative word-of-mouth.
B) unethical use of advertising campaigns on social networks.
C) targeting consumers to create user-generated content.
D) online privacy and information security.
E) keeping social platforms relevant with current information.

F) A) and E)
G) All of the above

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verified

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Question 52

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Generic blog posts do more to catch consumers' attention that infographics.

A) True
B) False

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Question 53

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Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform?

Because more and more people are spending time on social media platforms, marketing organizations are committing more of their resources to social media marketing.

Foursquare and Swarm are two types of

Lar Silberbauer, senior global director of marketing at Lego Group states that companies will struggle to leverage the full potential of digital media if they fail to

The introduction of mass-scale newspaper printing early in the 20th century started a new age of communications.

Research has found that the use of traditional text pages is more effective than videos in helping to improve a firm's position on a search results page.

Compared to radio which took 38 years to reach 50 million users, Facebook reached 100 million users in only

The measure of the total audience size for a given platform is determined by which metric?

Describe the four guidelines offered by author Jacob Maslow that will help keep marketers from falling prey to unethical practices.

When it comes to the order to follow in content marketing, research shows that the quickest route to building a solid foundation of trust is to lead with user-generated content.

Budweiser creates a 30-second commercial that will broadcast on national television during the Super Bowl game. This is an example of owned media.

A small, digital image or icon that is used to express an idea or emotion in digital communication is called a(n)

Describe the three "moments of truth" that marketers focus on when attempting to enhance customer-brand encounters.

A marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience is known as

Which tool is not used in social media marketing?

What are the characteristics of the zero moment of truth?

Spam is unsolicited, unwanted

Firms that fail to invest sufficiently in safeguarding their customer data and establishing policies to deal with cybercrimes may also run into problems with consumer protection agencies.