Stukent Final UPDATED Exam Questions
and CORRECT Answers
In an effort to improve social media presence, companies such as Dr. Pepper are now displaying
specific CTAs in TV ads using: - CORRECT ANSWER - hashtags
Strategic social medi marketing should be intended to completely replace company to consumers
information flows with consumers to company and consumers to consumers - CORRECT
ANSWER - False
Which statement below best represents a value-driving perspective? - CORRECT
ANSWER - Whether if an objective is achieved, it would contribute something positive
and valuable to the brand
Each strategic objective must be SMART, which stands for: - CORRECT ANSWER -
Significant, Measurable, Actionable, Realistic, Time-based
Doing social media marketing is pointless unless it generates some value for non-customers -
CORRECT ANSWER - False
The NYPD Twitter campaign displayed what type of marketing? - CORRECT ANSWER -
Unstrategic social media marketing
According to the text, marketers should consider two broad types of risks when thinking through
the potential downsides and costs of their social media marketing ideas. Identify one of those
risks: - CORRECT ANSWER - Risk that nobody pays attention
Which answer best describes an indirect value-driving mechanism? - CORRECT
ANSWER - Invest in creating social media activities that would modify or reinforce the
desired brand associations
, Conducting a comprehensive social media audit is a critical prerequisite for formulating social
media objectives - CORRECT ANSWER - True
According to the text in Section 4, when doing social media marketing, a company should
consider who gets the value and: - CORRECT ANSWER - When the value is generated.
According to the annual "CMO Survey" in 2014, how many senior marketers have been able to
quantitatively demonstrate the impact of social media on business outcomes? - CORRECT
ANSWER - 15%
What are the four stages of consumer decision-making that need to be activated before any
purchases can happen? - CORRECT ANSWER - Awareness, Engagement, Positive
attitudes, Advocacy
Would an increase in the number of product reviews be a good example of consumer
engagement? - CORRECT ANSWER - Yes
What does the term "absolute sentiment" represent in this chapter? - CORRECT
ANSWER - Increase in the share of positive overall brand mentions (relative to neutral
and negative mentions)
As a marketer you should measure what is available, not what is relevant - CORRECT
ANSWER - False
When looking over social media metrics, it would be wise to consider everything - CORRECT
ANSWER - False
According to Table 4.3.1 which would not be a commonly examined social media marketing
metric? - CORRECT ANSWER - Number of uploaded videos
Do social medi platforms automatically measure certain metrics for you free of charge? -
CORRECT ANSWER - yes
and CORRECT Answers
In an effort to improve social media presence, companies such as Dr. Pepper are now displaying
specific CTAs in TV ads using: - CORRECT ANSWER - hashtags
Strategic social medi marketing should be intended to completely replace company to consumers
information flows with consumers to company and consumers to consumers - CORRECT
ANSWER - False
Which statement below best represents a value-driving perspective? - CORRECT
ANSWER - Whether if an objective is achieved, it would contribute something positive
and valuable to the brand
Each strategic objective must be SMART, which stands for: - CORRECT ANSWER -
Significant, Measurable, Actionable, Realistic, Time-based
Doing social media marketing is pointless unless it generates some value for non-customers -
CORRECT ANSWER - False
The NYPD Twitter campaign displayed what type of marketing? - CORRECT ANSWER -
Unstrategic social media marketing
According to the text, marketers should consider two broad types of risks when thinking through
the potential downsides and costs of their social media marketing ideas. Identify one of those
risks: - CORRECT ANSWER - Risk that nobody pays attention
Which answer best describes an indirect value-driving mechanism? - CORRECT
ANSWER - Invest in creating social media activities that would modify or reinforce the
desired brand associations
, Conducting a comprehensive social media audit is a critical prerequisite for formulating social
media objectives - CORRECT ANSWER - True
According to the text in Section 4, when doing social media marketing, a company should
consider who gets the value and: - CORRECT ANSWER - When the value is generated.
According to the annual "CMO Survey" in 2014, how many senior marketers have been able to
quantitatively demonstrate the impact of social media on business outcomes? - CORRECT
ANSWER - 15%
What are the four stages of consumer decision-making that need to be activated before any
purchases can happen? - CORRECT ANSWER - Awareness, Engagement, Positive
attitudes, Advocacy
Would an increase in the number of product reviews be a good example of consumer
engagement? - CORRECT ANSWER - Yes
What does the term "absolute sentiment" represent in this chapter? - CORRECT
ANSWER - Increase in the share of positive overall brand mentions (relative to neutral
and negative mentions)
As a marketer you should measure what is available, not what is relevant - CORRECT
ANSWER - False
When looking over social media metrics, it would be wise to consider everything - CORRECT
ANSWER - False
According to Table 4.3.1 which would not be a commonly examined social media marketing
metric? - CORRECT ANSWER - Number of uploaded videos
Do social medi platforms automatically measure certain metrics for you free of charge? -
CORRECT ANSWER - yes
