Stukent Final Exam Questions with Solutions
In an effort to improve social media presence, companies such as Dr. Pepper are now
displaying specific CTAs in TV ads using: - -hashtags
-Strategic social medi marketing should be intended to completely replace company to
consumers information flows with consumers to company and consumers to consumers - -
False
-Which statement below best represents a value-driving perspective? - -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: - -Significant, Measurable,
Actionable, Realistic, Time-based
-Doing social media marketing is pointless unless it generates some value for non-
customers - -False
-The NYPD Twitter campaign displayed what type of marketing? - -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: - -Risk that nobody pays attention
-Which answer best describes an indirect value-driving mechanism? - -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 - -True
-According to the text in Section 4, when doing social media marketing, a company should
consider who gets the value and: - -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? - -
15%
-What are the four stages of consumer decision-making that need to be activated before
any purchases can happen? - -Awareness, Engagement, Positive attitudes, Advocacy
-Would an increase in the number of product reviews be a good example of consumer
engagement? - -Yes
, -What does the term "absolute sentiment" represent in this chapter? - -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 - -False
-When looking over social media metrics, it would be wise to consider everything - -False
-According to Table 4.3.1 which would not be a commonly examined social media
marketing metric? - -Number of uploaded videos
-Do social medi platforms automatically measure certain metrics for you free of charge? - -
yes
-Have marketers increased, decreased, or neutralized the spending on social media
activities over the last five years? - -Increased
-According to the brand metrics listed in Table 4.1.1, which metric had the biggest %
change increase in popularity from 2010 to 2014? - -Numbers of followers or friends
-What's the purpose of performing a social media audit? - -To provide managers with a
comprehensive "bird's eye view" of what their brand is currently doing across all social
media channels
-How often is it recommended to perform an overall comprehensive social media audit? - -
At least once a quarter
-What does the acronym POEM stand for? - -Paid, owned, earned media
-Pick which answer best represents a question you would ask during a social media audit
for each active (owned) social media channel within your company or brand. - -Who is the
current audience on this channel?
-Is it important to understand if a social media channel provides any direct or indirect
measurable benefits to the brand during an audit? - -Yes
-What's the point of going through a social media audit on a regular basis? - -To analyze
histroy so that you can use it to inform the future
-Which is not an example of paid media within social media? - -Paying to promote your
product within Google search results (Adwords)
-Ture or False: It's important to give your brand a grade and assign importance weights to
each item within a social media audit? - -True
In an effort to improve social media presence, companies such as Dr. Pepper are now
displaying specific CTAs in TV ads using: - -hashtags
-Strategic social medi marketing should be intended to completely replace company to
consumers information flows with consumers to company and consumers to consumers - -
False
-Which statement below best represents a value-driving perspective? - -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: - -Significant, Measurable,
Actionable, Realistic, Time-based
-Doing social media marketing is pointless unless it generates some value for non-
customers - -False
-The NYPD Twitter campaign displayed what type of marketing? - -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: - -Risk that nobody pays attention
-Which answer best describes an indirect value-driving mechanism? - -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 - -True
-According to the text in Section 4, when doing social media marketing, a company should
consider who gets the value and: - -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? - -
15%
-What are the four stages of consumer decision-making that need to be activated before
any purchases can happen? - -Awareness, Engagement, Positive attitudes, Advocacy
-Would an increase in the number of product reviews be a good example of consumer
engagement? - -Yes
, -What does the term "absolute sentiment" represent in this chapter? - -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 - -False
-When looking over social media metrics, it would be wise to consider everything - -False
-According to Table 4.3.1 which would not be a commonly examined social media
marketing metric? - -Number of uploaded videos
-Do social medi platforms automatically measure certain metrics for you free of charge? - -
yes
-Have marketers increased, decreased, or neutralized the spending on social media
activities over the last five years? - -Increased
-According to the brand metrics listed in Table 4.1.1, which metric had the biggest %
change increase in popularity from 2010 to 2014? - -Numbers of followers or friends
-What's the purpose of performing a social media audit? - -To provide managers with a
comprehensive "bird's eye view" of what their brand is currently doing across all social
media channels
-How often is it recommended to perform an overall comprehensive social media audit? - -
At least once a quarter
-What does the acronym POEM stand for? - -Paid, owned, earned media
-Pick which answer best represents a question you would ask during a social media audit
for each active (owned) social media channel within your company or brand. - -Who is the
current audience on this channel?
-Is it important to understand if a social media channel provides any direct or indirect
measurable benefits to the brand during an audit? - -Yes
-What's the point of going through a social media audit on a regular basis? - -To analyze
histroy so that you can use it to inform the future
-Which is not an example of paid media within social media? - -Paying to promote your
product within Google search results (Adwords)
-Ture or False: It's important to give your brand a grade and assign importance weights to
each item within a social media audit? - -True
