Advertising and Promotion Exam Bank
Course Introduction
Advertising and Promotion explores the fundamental principles and practices involved in communicating value to consumers and influencing purchasing decisions. The course covers the development of advertising campaigns, the integration of digital and traditional media, and the strategic use of promotional tools such as public relations, sales promotions, direct marketing, and social media. Students will analyze consumer behavior, creative message design, campaign planning, and effectiveness measurement. Through case studies and practical projects, participants gain skills in crafting persuasive messages and implementing integrated marketing communications strategies that align with organizational objectives and target audience needs.
Recommended Textbook
Social Media Marketing 2nd Edition by Tracy
L. Tuten
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10 Chapters
500 Verified Questions
500 Flashcards
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Page 2
Chapter 1: The Horizontal Revolution
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50 Verified Questions
50 Flashcards
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Sample Questions
Q1) Which of the following completes the sentence,'______ refers to the process social media users undergo to categorize content according to their own folksonomy'?
A)Crowdsourcing
B)Tagging
C)Cloud computing
D)Blogging
E)Sharing
Answer: B
Q2) Which of the following completes the sentence '______ enable organizations to leverage the value of crowdsourcing'?
A)The horizontal revolution
B)Digital natives
C)Reputation economies
D)Network effects
E)Perceptual betas
Answer: D
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Chapter 2: Strategic Planning With Social Media
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50 Verified Questions
50 Flashcards
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Sample Questions
Q1) Which of the following terms may involve humanizing the brand,showing a vulnerability to the customer and working as a steward to customer service,or providing a value to the customer?
A)Social persona.
B)Ideation.
C)Share of voice.
D)Prototypes.
E)Concepting.
Answer: A
Q2) Which method builds the budget from a logical base with what is to be accomplished as the starting point?
A)Competitive parity method.
B)Creative message strategy.
C)Percentage of ad spend method.
D)Center of excellence model.
E)Objective and task method. Answer: E
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Page 4
Chapter 3: Social Consumers
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50 Flashcards
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Sample Questions
Q1) Which term refers to brands that inspire passionate loyalty in their customers?
A)Lovemarks.
B)Brand loyalty.
C)Psychographic.
D)Benefit brands.
E)Behavioral.
Answer: A
Q2) Which of the following completes the sentence,'________ is the sense of relief we feel from knowing others in our network are accessible'?
A)Contact comfort.
B)Immediate altruistic response.
C)Social media addiction.
D)Prurient impulse.
E)Validation impulse.
Answer: A
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Chapter 6: Social Publishing
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50 Flashcards
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Sample Questions
Q1) Which process makes it more likely for content on a specific social media platform to be more visible and linkable in online communities?
A)Cultural co-creation.
B)Linkbaiting.
C)Social media optimization.
D)Sockpuppeting.
E)Three-way linking.
Q2) Which of the following completes the sentence,'Keyword _______ is referred to as the insertion of a superficially large number of keywords throughout a site's content and tags'?
A)Stuffing.
B)Cloaking.
C)Indexing.
D)Hooking.
E)Three-way linking.
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Chapter 4: Digital Communities
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50 Flashcards
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Sample Questions
Q1) Which type of online community selectively allows access to only some people and may offer a high degree of social capital to the lucky few who pass the test?
A)Scale free.
B)Open access.
C)Gated.
D)Democratic.
E)Coercive.
Q2) In which of the following online communities does leadership come from a person's role in the creation of the community,as well as from a person's ongoing participation and the quality of the person's contributions?
A)Conversations.
B)Presence.
C)Democracy.
D)Standards of behavior.
E)Level of participation.
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Chapter 5: Social Communities
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Sample Questions
Q1) Which of the following refers to a type of app that fits strategically with the brand and consumer needs?
A)Brand butler.
B)Brand fan.
C)Brand engagement.
D)App store.
E)Application expert.
Q2) Which of the following best describes a social engagement ad?
A)Contains ad (creative image and text),along with an option to encourage the viewer to engage with the brand.
B)Includes ad creative,an engagement device,and personalized referral content from people in the viewer's network.
C)Is shared on a person's activity stream following a brand interaction (such as liking the brand).
D)Motivates the receiver to get involved with the message and help spread it to others.
E)Occurs when an opinion leader publishes brand-relevant content,such as a blog post in social media.
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8
Chapter 7: Social Entertainment
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Sample Questions
Q1) When players love a game,some of these positive feelings rub off on the brands they encounter within it.This spillover is referred to as which of the following?
A)The transference effect.
B)Augmented reality.
C)Counterarguing.
D)Immersive fiction.
E)Internalization.
Q2) Someone who wants to play Pet Rescue Saga can just hop online and start matching gemstones for whatever brief time he or she has available.What gaming segment would this game fall in?
A)Core.
B)Casual.
C)Hardcore.
D)Challenging.
E)Demanding.
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Chapter 8: Social Commerce
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50 Flashcards
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Sample Questions
Q1) Which of the following refers to the moment a consumer chooses a product from the store shelf?
A)ZMOT.
B)Verification.
C)FMOT.
D)SMOT.
E)GMOT.
Q2) Which influence tactic is being used when marketers advertise a limited edition Xbox?
A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.
Q3) Social commerce is a subset of which of the following?
A)Social entertainment.
B)E-commerce.
C)Online communities.
D)Social publishing.
E)Consumer-solicited media.
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) Retweets on Twitter and shares on Facebook are both examples of which of the following?
A)Echo effect.
B)Viral spread.
C)A participation effect.
D)Online echo.
E)Both A and D.
Q2) Which of the following refers to how people think or feel (especially feel)about an object such as a brand or a political candidate?
A)Bias.
B)Consent.
C)Echo.
D)Sentiment.
E)Content.
Q3) Which of the following is another name for sentiment analysis?
A)Netnography.
B)Web crawling.
C)Opinion mining.
D)Content analysis.
E)Focus group research.
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Chapter 10: Social Media Metrics
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Sample Questions
Q1) For which of the following terms is the focus on how the target market engages with the social media platform and activities?
A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.
Q2) Which of the following is true?
A)If the BVI is greater than 1,the blog brings a profit.
B)If the BVI is greater than 1,the blog costs money.
C)If the BVI is under 1,the blog costs money.
D)If the BVI is equal to 1,the blog costs money.
E)Both A and C.
Q3) Which of the following are not commonly used social media metrics?
A)Brand liking.
B)Media mentions.
C)Engagement.
D)Practical .
E)Quality.
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