MKT 208c Final Exam | Complete Solutions (Verified)

MKT 208c Final Exam | Complete Solutions (Verified) Which is a good starting point for writing a blog? A. Our target audience is so overwhelmed with much information, so you can start with a filter and focus blog B. Our target audience is very demanding, so you should be genius to impress them C. Our target audience is very smart, so try to be smarter than them D. Writing blog is too traditional, it is not relevant in social marketing Display ads, magazine ads, acquisition programs, endorsements, affiliate program, pay-per-click, banner ads are examples of ..... A. owned media B. paid media C. earned media D. traditional media In Social marketing budget, there are four areas as follows, except: A. Empowering B. Technology C. Marketing program D. Production Which of the following are tools for Search Analytics? Check all that apply. A. Google Trends B. K C. Boardreader D. Answer the Public If you want to develop a great blog, you should avoid ....... A. Using Google Suggest for finding suitable topics B. having a great headline C. using images D. writing a lot of long paragraphs Which is a right approach for managing a crisis on social media? A. Be authentic B. Be responsive, in real-time C. Be collaborative D. All of them are correct Which of the following is a megatrend needed to develop social marketing strategies that grow market share and maximize results and profits for our organization? Check all that apply. (This question has multiple answers) A. Develop your professional networks B. Every medium has a specific function/utility with limited overlap. C. Develop a holistic view of social D. Return to analog marketing E. Think real-time In the performance funnel, you will notice that, with each successive step, consumers...... A. increase in number B. make more purchases C. provide more personal information D. decrease in number Which of the following is NOT a successful tip for a tweet on Twitter? A. Use hashtags to link to virtual communities and searchers B. Use @ handles to connect to key influencers. C. Add a graphic or picture the get attention. D. Bring a lot of information into your content. The goal of ...... advertising is to get noticed by key people. A. direct response B. persuasion/brand C. stunting/visibility D. All of them Which of the following is NOT a reason for using engagment marketing for lower value market? A. Engagement marketing is more affordable in comparison with other social strategies. B. It is crucial to engage with them, and position your brand for future sales C. Everyone has an equal voice in social. D. The purpose of the engagement strategy is to build sales relationship with these markets C. Everyone has an equal voice in social. Which statement about text analytics is true? A. It is able to extract very limited insight from the given piece of text. B. Named entity extraction refers to the who, the what and the where C. The accuracy of text analytics is about 95%. D. The accuracy of text analytics can be divided into three pieces: precision, recall, and timing. What is incorrect about Google Trends? A. This tool allows us to find out what people are searching B. You can search as term or topic C. You can only see the trend over the last 12 months. D. It also suggests related topics. EMBRACE is an acronym that helps you remember the nature of the social relationship you want to develop with your target market. A. True B. False Which is NOT one of the aspects related to the three accelerations discussed by Thomas Friedman? A. Connectivity B. Capacity C. Capability D. Complexity .......are media exposure that comes without payment A. Owned media B. Social media C. Paid media D. Earned media Which is an "old school thought about media (the idea that is not relevant in today's media)? A. Convergence: Media are becoming strikingly similar. B. Symbiosis: Media do not compete, they collaborate and reinforce each other. C. Economics: Content will become more valuable than the media, themselves D. Certainty: Every medium has a specific function/utility with limited overlap. According to Mr. Jeff Davidoff, CMO of Donuts Inc., what is basic primary metric for Facebook Advertising? A. Cost per click B. Click through rate C. Engagement D. Number of fans The goal of .....advertising is to drive an action right now. A. direct response B. persuasion/brand C. stunting/visibility D. All of them Which of the following are proven success tips when using Social IMC strategy? Check all that apply. A. Never stop selling to your members. B. Social IMC allows you to vet your incoming members. C. The virtual community should be holistic and serve all functions of the target market. D. Private virtual communities can be created by invitation In discussing security, privacy, and governance, Seth Redmore discussed "progressive profiling." Which of the following statements is an attributes of "progressive profiling"? A. Progressive profiling involves an exchange of value between a company and consumer, such as name and email from the consumer resulting in a free white paper from the company. B. Progressive profiling involves a company taking user behavior and information, running analytics on it, and selling leads to another company. C. Progressive profiling involves a government or territory monitoring companies on social based on their size and worth D. Progressive profiling involves interaction between a company and government and territories, and the varying laws that differ from place to place. Three big social strategies that are mentioned in the course are engagement strategy, nurture strategy and ... A. Social IMC B. TV strategy C. advertising strategy D. affiliate marketing What of the following statements about privacy is accurate? A. Privacy is about the concern of the individual that if their information and behavioral data they have supplied is used appropriately by the social site's owner B. Privacy and information security can be used interchangeably C. Progressive profiling emphasizes that we should collect customer's information as much as possible for every first phase D. Privacy involves concerns over whether personal data provided by users is safe and secure within your site On the right side of a landing page, there is usually a place for... A. Knowledge data B. Company logo C. Sales copy D. white space Which of the following is true in using social insights for content strategies? A. You can communicate in different formats (multimedia). B. The process of using social monitoring starts with identifying the topics, media, and influencers that are important to your market. C. The final step of using social monitoring is to learn about your high value market. D. All of them are true. To create a content that goes viral, you should address three criteria A. Meaningful, Awesome, Visual B. Meaningful, Unpredictable, Colorful image C. Addictive, Awesome, Visual D. Obsessive, Unpredictable, Remarkable Which is the most important step in direct response testing process? A. Identify your specific goal (what are your KPIs?) B. Throw everything against the wall and see what sticks C. Find the things that work the best, and figure out what is making it work D. Take what's working and make it even better E. Scale Which of the following is true about Social IMC strategy? A. You should use it only for low-value markets B. It requires short-term commitment C. You can use the same community for all different market segments D. You should focus on building relationships rather than selling the products. According to Mr. Jeff Davidoff, CMO of Donuts Inc, which is a way to integrate social marketing into the overall marketing mix? A. Social sharing & engagement on Facebook B. Social thought leadership on Linkedin C. Direct response on Facebook D. Content (article and video) syndication E. All of them are correct According to Ms. Tressie Lieberman, Vice President of Digital Innovation of Taco Bell, which social media platform is most likely to be the most important and first place for Taco Bell to track a communication crisis? A. Twitter B. Facebook C. Instagram D. Snapchat To be successful in engagement marketing you should avoid ... A. having greally relevant content to your target market B. focusing on only one medium C. variety of topics D. planning out events on holidays to maximize your impacts. According to Ms. Steffi Decker, senior partner at Chong+Koster, which type(s) of advertising that most companies deal with? A. direct response advertising B. big brand advertising C. hybrid of direct response advertising and big brand advertising D. All of above In social IMC strategy, we use... to attract high value market to our private virtual community. A. the empowering concept B. the mission C. money D. punishment Which of the following is a suitable application of nurture marketing? A. You want to build a sales relationship with your high-value market B. Products with complex selling process. C. You want a long-term relationship with your markets. D. All of them. ... refers to analyzing the opinions of customers expressed in social documents to see if they are positive, negative, or neutral. A. Customer analysis B. Sentiment analysis C. Competitive analysis D. Situation analysis The goal of... advertising is to change awareness or perceptions to influence future behavior. A. direct response B. persuasion/brand C. stunting/visibility D. All of them After acquiring registration and email information from prospects, a company should NOT do which of the following? A. Engage users in real-time marketing. B. Observe users using their web, social sites, and private virtual communities. C. Database the user's email and registration information. D. Send daily emails about their products and services in order to generate sales. To build a successful social monitoring system, it is crucial to get to know what the communities usually discuss. There are about four things as follow, except: A. They discuss organizations including your company and your competitors. B. They discuss products and services. C. They discuss people in those organizations. D. They discuss only your brand name and logo. According to the Serial Position Effect, readers have higher attention and retention..... of a blog. A. In the beginning (i) B. In the ending (ii) C. In the middle D. Both (1) and (ii) The main difference between Head-to-Head testing and A/B Test Splits is.. A. Head-to-Head testing is less expensive than A/B Test Splits B. Head-to-Head testing is more expensive than A/B Test Splits C. Head-to-Head testing is used when you have the control of the list of prospects, while A/B Test Splits is sed when you don't have that control. D. Head-to-Head testing is used when you don't have the control of the list of prospects, while A/B Test Splits used when you have that control. ... is the process of understanding and integrating game mechanics and design techniques (point scoring, two-way communications, feedback, rules), into your site, community, service offerings, content, marketing campaigns in order to drive participant engagement and help. A. Gamification B. Researching C. Role play D. Advertising Which of the following is a limitation of nurture marketing? A. It can only be used for impulse or commodity products. B. It is appropriate for low value markets. C. It is suitable for products with short life cycle. D. It requires an investment in segmentation and content design for each step in the product purchase life cycle. Six levels of social media pyramid include: A. social networks, news aggregators, passion connections, video connections, thought leaders and virtual communities B. social networks, news aggregators, passion connections, television connections, thought leaders and virtual communities C. social networks, print ads, passion connections, video connections, thought leaders and virtual Communities D. social networks, news aggregators, passion connections, video connections, thought leaders and visual media tools In the new formula for content strategy: Who + What=Where, the "Where" element... A. is based on the "who" and "what" B. always paid media C. is not important D. refers to distribution of your products What statement is NOT true about media landscape nowadays A. Media is expensive today. B. The demand for mass media no longer exists because audiences are not interested in it any more. C. The media landscape is more and more fragmented with various specialized media. D. More and more audiences are slipping into the long tail of media. API stands for... A. application programming interface B. automatic programming interface C. authentic program interface D. authentic programming insurance In the new model of three levels of customer engagement of your social marketing programs, the lowest IS.... A. observation: they watch your content B. participation: they respond to your message C. co-creation: for example, they write a review In a tweet (on Twitter), we use ......... to mention and co connect to key influencers and to get to the physical communities A @handes B. Hashtags C. Topics D. Keywords Which is NOT an acceleration that changed business forever according to Mocre's Law? A. Connectivity B. Capacity C Capability D. Productivity Which of the following is NOT true in developing and justifying the budget for your social program A Different organizations has different ways to build their marketing budget B. There are four components in budget of social programs. Empowering concept Technology, Setting and Marketing program. C. To obtain the managers approval, we need to justify both business and program metrics. D. Always follow the budget set by the managers Which is NOT true when creating Event lacking content A. You have to attend the events to write the content B. You need to do the hashtag with the events C. Select relevant content. D. Blogs, podcasts, webinars are suitable formats In nurture marketing we should create content that is ..... to move individuals from suspects to customers. A. eviesome B. meaningful C. relevant D. unpredictable Which of the following is NOT a way that people use to refer to a product in social conversations? A. typically, they use a full product name B. They may use a product nickname C. They may use product abbreviations D. They may use a common product technology Which of the following is NOT true about engagement marketing social strategy? A. This strategy is widely employed by most companies. B. The advantages of this strategy are quick to develop and easy to measure. C. This strategy helps generate database to track individual relationship. D. Go-viral and gathering target market to your social media asset are two typical types of engagement marketing strategy. According to Prof Randy Hevac, which of the following are sources for a company to find relevant performance metrics for their marketing funnel? A. Company history with each marketing channel performance metrics B. Industry analysis reports published by trade associations C. Benchmark statistics for each channel D. Reports by agencies and support companies E. All them are correct Which of the following is NOT true for developing the passion communities? A. Give the members opportunes to express their opinions to other members. B. We need to keep the community up-to-date and fresh to keep them coming back. C. We must find new articles and videos to provide new content for them to "consume" and discuss. D. The members of passion communities are on a mission, so they will leave the communities soon. Help content in the Hero, Hub and Help marketing effort pyramid...... A. is to grow your market share by building brand awareness in the target markers B. is based around the themes that your market in talking about today and give people the content that they want around the themes that they're concerned about to maximize our influence within the industry C. is designed around your products and services, and it is designed to help use them most effectively. Course 1 "What is social?" introduction three principles to manage the changes in the shifting social lan... Which of the following is NOT one of the principles? A. Classy sites by their functions B. Add new sites as they become popular C. Only focus on sites which contain our audiences or markets. D. Focus on all sites as soon as they are introduced. The AIDA model is a notion that marketers widely use to manage the marketing performance funnel D in AIDA stands for. A Desire B. Decision C. Determination D. All answers are incorrect Which is LEAST likely to be a dimension in social conversations? A. hot topics B. Key people c. Products and services D. Organizations E. Weather To conduct a plot project, we can apply one of the following ways, except A. Reduce the cost of the original plan B. Reduce the timing of the program C. Reduce the breadth of the program D. Reduce the scope of the original plan Which of the following is true about Hero, Hub, Helo content framework? A. The framework is only used to develop content on YouTube B. Hero content should be episodic and formatted series C. Help content is place at the top of the pyramid D. Content in Hub is built based on what the target market is talking about. Which of the following statements is NOT true about social IMC? A. Social IMC is one of the two emBRACE Social Strategies B. Socal IMC does not limit its engagement to observable changes in website interaction or interaction with your sales team. C. Social IMC is designed to embrace a high value marked you want to develop and take them to a private virtual community you develop specifically for them D. Social IMC allows you to build a many-to-many long-term relationship with high value community members to position you as an expert and the place to go when they are ready to buy. Being different from engagement strategy, Nurture and Social IMC strategy are more suitable for marker A. Most B. High value C. Low value D. All of them are correct. Which one is a characteristic of trigger event communities that diffier them from passion communities? A. They are permanent social communities with stable members B. People in these communities are on a mission C Al members are internally driven. D. Peer-to-peer engagement and conversations are always interesting to the members Which of the following is NOT correct about Social IMC? A. It does not limit its engagement to observable changes in websites interaction B. lt its designed to embrace a high value market you want to develop and take them to a private virtual community you develop for them C. If done correctly, it allows you to build a 1-to-1 long-term relationship with high value community members to position you as an expert. D. A social IMC strategy does not require you to focus on content. Which of the following is NOT a type of business metrics in measuring social programs? A. Opens/views B. Revenues C. ROi D. Profits According to Prof Pandy Havac, for a social program one should develop the budget for_ years. A. one to two years B. one to three years C. six months to one year D. three to five years Engagement marketing results in an anonymous relationship. Therefore, we can track the revenues and profits from our social marketing investment. A. True B. False Which of the following is not one of the reasons why markets still have trouble on the new media ecosystem mentioned by Prdlessor Judy? A. Many marketers still speak an analog language B. Marketers still treat media as separated vehicles with particular function C Media receive too much attention D. Consumers have much more time to adapt to new technology. What is social?" introduces the 4c's of Social. What are they? A. Content, Connecting, Community and Communication B. Content, Connecting, Community and Curating C. Content, Connecting, Creativity and Communication D. Content, Coordinating, Community and Communication Which of the following is a reason that a company should buy a fee based social monitoring system? A. History perspective B. More complex, monitoring C Linkage to real-time marketing systems D. Ability to deeply monitor levels in social pyramids E. All of them are correct A good blog .......... A. hits the topic that our audience cares about B. makes good headlines C. makes sure that our content is formatted D. All of above Which of the following is a type of business metrics in measuring social programs? A Opens/Views B. Likes C. Click-through D. Break-even Professor R Hlavac provides lour recommendations for startups or small business owners to use the engagement marketing social strategy. The four recommendations are except. A. Fitter and focus B. Pay all budget of your business for maximum coverage of the users on social media C. Use influencers D. Think social-pyramid and multi-use. Along with the new formula social marketing (Who + What= Where), Juday Franks also provides a few tips to leverage it. What of the following is NOT one of the tips? A You have to move from good content to great content B. You have to think about content in a non-linear fashion C. You should become students of transmedia storytelling D. You have to control consumes entry points into your content Which is NOT one of the Imitations of Nurture Marketing Strategy? A. It requires an investment in segmentation and content design to fit every stage in the buying journey. B. It is not used for impulse or commodity products C. Your prospects also expose to your competition D. You get the data of target make at individual level. When identifying target market for engagement marketing, we should consider. A. Which type of community. Passion or trigger event? B. Which media the target communities are using? C. What are important topics to the communities? D. All them are content Which is NOT a metric for engagement strategy on social media? A. Likes B. Shares C. Comments D. All of them are engagement metrics According to the model of engagement introduced by Priol. Tom Collinger, which of the following 's actions belongs to Participation stage? A. Watch the advertising B. Read messages from the company C. See user-generated videos D. Responding to advertising offers