MKTG 4500 exam 2 – Serviss UPDATED
ACTUAL Exam Questions and CORRECT
Answers
influencer marketing - CORRECT ANSWER - strategy to develop an awareness of content
you must:
- know your audience
- find relevant influencers
- identify success metrics
- set clear goals to measure success
- don't pay too much... understand ROI
- FTC regulates conditions for the disclosure of relationships between marketers and influencers
fundraising on social media - CORRECT ANSWER - join or guide conversations to shape
the perception of your brand
build communities of like-minded people and use their connections
share successes in your field
ex: ALS ice bucket challenge
social business - CORRECT ANSWER - has adopted social communications in aspects of
internal operations and of dealing with external customers and partners
benefits:
- people more likely to trust employees
,- employee-generated content is more effective
- employee advocacy: increase visibility, brand recognition, brand loyalty
social media to increase productivity - CORRECT ANSWER - ex: Slack for business
collaboration; uses bots to automate personal activities
good communication - CORRECT ANSWER - interactive
on platforms the target audience uses
uses language the target audience uses
open, transparent, authentic
Types of SM - CORRECT ANSWER - communication, social networking
events
collaboration (wikis, social news)
multimedia sharing (photo, videos, music)
entertainment (virtual worlds, game sharing)
review options (product, business, Q&A)
social media marketing strategy process - CORRECT ANSWER - listen > communicate>
engage > collaborate
paid media - CORRECT ANSWER - traditional advertising, requires direct pay for
insertion
, frequency - CORRECT ANSWER - number of times a person is exposed to a promotional
message
owned media - CORRECT ANSWER - brand pages on social media platforms
earned media - CORRECT ANSWER - buzz in both social and traditional media that is
generated by content distributed by the brand
brand community - CORRECT ANSWER - specialized, non geographically bound
community based on structured set of social relations among admirers of a brand
repayment is a loyal group of followers
ex: Harley Owners' Group; ride together
results:
- good will
- word of mouth support
- donations
- purchases
- brand support; especially when problems arise
social media ROI - CORRECT ANSWER - strategy:
- what are you trying to achieve
- what problems are you trying to solve
- what are your goals/objectives? branding? increase sales?
measure
- behavioral objectives like clicks, likes, shares
ACTUAL Exam Questions and CORRECT
Answers
influencer marketing - CORRECT ANSWER - strategy to develop an awareness of content
you must:
- know your audience
- find relevant influencers
- identify success metrics
- set clear goals to measure success
- don't pay too much... understand ROI
- FTC regulates conditions for the disclosure of relationships between marketers and influencers
fundraising on social media - CORRECT ANSWER - join or guide conversations to shape
the perception of your brand
build communities of like-minded people and use their connections
share successes in your field
ex: ALS ice bucket challenge
social business - CORRECT ANSWER - has adopted social communications in aspects of
internal operations and of dealing with external customers and partners
benefits:
- people more likely to trust employees
,- employee-generated content is more effective
- employee advocacy: increase visibility, brand recognition, brand loyalty
social media to increase productivity - CORRECT ANSWER - ex: Slack for business
collaboration; uses bots to automate personal activities
good communication - CORRECT ANSWER - interactive
on platforms the target audience uses
uses language the target audience uses
open, transparent, authentic
Types of SM - CORRECT ANSWER - communication, social networking
events
collaboration (wikis, social news)
multimedia sharing (photo, videos, music)
entertainment (virtual worlds, game sharing)
review options (product, business, Q&A)
social media marketing strategy process - CORRECT ANSWER - listen > communicate>
engage > collaborate
paid media - CORRECT ANSWER - traditional advertising, requires direct pay for
insertion
, frequency - CORRECT ANSWER - number of times a person is exposed to a promotional
message
owned media - CORRECT ANSWER - brand pages on social media platforms
earned media - CORRECT ANSWER - buzz in both social and traditional media that is
generated by content distributed by the brand
brand community - CORRECT ANSWER - specialized, non geographically bound
community based on structured set of social relations among admirers of a brand
repayment is a loyal group of followers
ex: Harley Owners' Group; ride together
results:
- good will
- word of mouth support
- donations
- purchases
- brand support; especially when problems arise
social media ROI - CORRECT ANSWER - strategy:
- what are you trying to achieve
- what problems are you trying to solve
- what are your goals/objectives? branding? increase sales?
measure
- behavioral objectives like clicks, likes, shares
