Question 1

The first step in the process of creating a social media campaign is to

Accepted Answer

A)   develop a budget.
B)   identify the target audience.
C)   set goals.
D)   design the elements of the campaign.
E)   monitor the program.F) C) and D)
G) B) and D)

Question 2

What is the disadvantage for companies in using a "daily budget" such as that offered by Facebook to its advertisers?

Accepted Answer

A)   has poor cost control
B)   is unable to make adjustments
C)   may limit exposure if ad is very successful
D)   is unattractive to consumers
E)   encourages negative feedbackF) C) and E)
G) B) and E)

Question 3

When developing a social media campaign,what is unique about the copy and images to be used that is more critical with social media that other forms of IMC?

Accepted Answer

A)   They need to be humorous.
B)   They need to be updated almost constantly.
C)   They need to feature only young actors.
D)   They must appear only in color (not black and white) .
E)   They must appeal to a diverse,multicultural audience.F) None of the above
G) A) and B)

Question 4

Marketers rely on three types of social media: social networking sites,media-sharing sites,and thought-sharing sites.Describe each of these types of sites and give examples of each.

Accepted Answer

Answers will vary,but should include a d...

Question 5

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it.Similarly,in today's world of social media,one can read a chapter of a book before buying it,or watch YouTube videos on different ways to use a product.All of these scenarios are aimed at which aspect of the 4E framework?

Accepted Answer

A)   engage
B)   energize
C)   excite
D)   experience
E)   educateF) B) and C)
G) All of the above

Question 6

Which of the following is a pricing model for apps discussed in your text?

Accepted Answer

A)   cost-plus
B)   ad-supported
C)   premium
D)   per-use
E)   data-drivenF) B) and E)
G) C) and E)

Question 7

Suppose that Samsung wants to create a social media program to build consumer engagement around a new line of smartphones.Using the 4E framework,explain (with examples)how Samsung could build this program.

Accepted Answer

Answers will vary,but should i...

Question 8

About half of smartphone users in the United States have used them to make purchases.

Accepted Answer

A) True 
 B)False

Question 9

Explain how social media have changed how firms communicate with their customers relative to traditional forms of marketing products.

Accepted Answer

Answers will vary,but should include a d...

Exam 3: Social and Mobile Marketing

Explain how social media have changed how firms communicate with their customers relative to traditional forms of marketing products.

Correct Answer
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Answers will vary,but should include a d...
View Answer

About half of smartphone users in the United States have used them to make purchases.

Correct Answer
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Suppose that Samsung wants to create a social media program to build consumer engagement around a new line of smartphones.Using the 4E framework,explain (with examples)how Samsung could build this program.

Correct Answer
verified
Answers will vary,but should i...
View Answer

Correct Answer
verified

Which of the following is a pricing model for apps discussed in your text?

Correct Answer
verified

Marketers rely on three types of social media: social networking sites,media-sharing sites,and thought-sharing sites.Describe each of these types of sites and give examples of each.

Correct Answer
verified
Answers will vary,but should include a d...
View Answer

When developing a social media campaign,what is unique about the copy and images to be used that is more critical with social media that other forms of IMC?

Correct Answer
verified

What is the disadvantage for companies in using a "daily budget" such as that offered by Facebook to its advertisers?

Correct Answer
verified

The first step in the process of creating a social media campaign is to

Correct Answer
verified

Exam 3: Social and Mobile Marketing

Explain how social media have changed how firms communicate with their customers relative to traditional forms of marketing products.

Correct AnswerverifiedAnswers will vary,but should include a d...View AnswerShow Answer

About half of smartphone users in the United States have used them to make purchases.

Correct AnswerverifiedShow Answer

Suppose that Samsung wants to create a social media program to build consumer engagement around a new line of smartphones.Using the 4E framework,explain (with examples)how Samsung could build this program.

Correct AnswerverifiedAnswers will vary,but should i...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a pricing model for apps discussed in your text?

Correct AnswerverifiedShow Answer

Marketers rely on three types of social media: social networking sites,media-sharing sites,and thought-sharing sites.Describe each of these types of sites and give examples of each.

Correct AnswerverifiedAnswers will vary,but should include a d...View AnswerShow Answer

When developing a social media campaign,what is unique about the copy and images to be used that is more critical with social media that other forms of IMC?

Correct AnswerverifiedShow Answer

What is the disadvantage for companies in using a "daily budget" such as that offered by Facebook to its advertisers?

Correct AnswerverifiedShow Answer

The first step in the process of creating a social media campaign is to

Correct AnswerverifiedShow Answer

Correct Answer
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Answers will vary,but should include a d...
View Answer

Correct Answer
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Correct Answer
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Answers will vary,but should i...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Answers will vary,but should include a d...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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