Advertising and Promotion Practice Exam
Course Introduction
Advertising and Promotion explores the principles and strategies used by organizations to effectively communicate with target audiences and influence consumer behavior. This course covers the development of advertising campaigns, media planning, budgeting, message design, and the integration of traditional and digital promotional tactics. Students will analyze case studies, evaluate the effectiveness of various advertising and promotional techniques, and understand the ethical, social, and legal considerations within the industry. By the end of the course, students will be equipped with practical skills to design and implement comprehensive advertising and promotional plans aligned with marketing objectives.
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 Flashcards
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Sample Questions
Q1) Broadcasts,digital channels,and print advertisements that reach a large number of people are examples of which type of media?
A)Bulk media.
B)Personal media.
C)Mass media.
D)Social media.
E)Individual media.
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 is one of the most widely used social media management systems by large and small companies?
A)Owlsuite.
B)Hootsuite.
C)Salesforce.
D)SocialOomph.
E)Tweetsi
Answer: B
Q2) Which term refers to why planners need to define how the brand will behave in the social Web,what voice will be used,and even how deeply the brand will interact in the social space with customers?
A)Social personality.
B)Social brand.
C)Social persona.
D)Social tactics.
E)Social media policy.
Answer: C
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Page 4
Chapter 3: Social Consumers
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50 Flashcards
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Sample Questions
Q1) Which of the following does not represent a social footprint?
A)'Liking' a site,article,or product.
B)Shopping online.
C)Commenting on YouTube videos.
D)Charging a purchase at a retail store on your credit card.
E)Downloading a podcast from iTunes.
Answer: E
Q2) Which of the following completes the sentence,'As we move down the ladder,the segments become less responsible for content and more involved in the _________of content'?
A)creators
B)conversationalists
C)critics
D)consumption
E)spectators
Answer: D
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Chapter 6: Social Publishing
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50 Flashcards
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Sample Questions
Q1) Which of the following best describes a counterfeit conversation?
A)Objective and unbiased.
B)Paid consumer content.
C)Planted by organizations to masquerade as original material that an actual consumer posted.
D)The proliferation of untruths and exaggerations.
E)A direct request in a marketing message for a specific behavior.
Q2) Which of the following refers to the careful crafting of a title that markets the content?
A)Stuffing.
B)Cloaking.
C)Indexing.
D)Linkbaiting.
E)Three-way linking.
Q3) Which of the following should be categorized as original content?
A)Syndicated sources.
B)Media-sharing sites.
C)Filler content.
D)Flagship content.
E)Blogs.
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Chapter 4: Digital Communities
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50 Flashcards
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Sample Questions
Q1) Rules that govern behavior are also known as which of the following?
A)Ties.
B)Impressions.
C)Cascades.
D)Norms.
E)Nodes.
Q2) A latent tie is best exemplified by which of the following?
A)An old friend you've reconnected with.
B)A best friend.
C)Your mother.
D)A co-worker.
E)Your boss.
Q3) Which online community characteristic specifies that virtual communities need norms in order to operate?
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 is not a question managers should ask before deciding whether social relationships will work for a specific brand?
A)Is the brand set up for engagement?
B)If the traditional brand participates in social media,where should the brand be?
C)How can the brand's profiles be developed in such a way as to reflect the brand's personality?
D)How can the brand deleverage the fan sites to better meet its objectives?
E)How can the brand integrate its social network presence into other campaign components?
Q2) Which type of advertising brands invites content,sets mandatory guidelines and specifications,and possibly also provides participants with selected brand assets such as footage from prior commercials that ran on TV?
A)Native advertising.
B)Participatory advertising.
C)Display ads.
D)Social interaction.
E)Social media advertising.
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Page 8
Chapter 7: Social Entertainment
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Sample Questions
Q1) Which of the following describes the nature of the game,such as fantasy,horror and retro?
A)Milieu.
B)Tactic.
C)Mode.
D)Theme.
E)Genre.
Q2) Epic goal,a live action soccer game,falls into which of the following game genres?
A)Simulation.
B)First-person shooter.
C)Role-playing.
D)Strategy.
E)Action.
Q3) Why should marketers consider social music sites as possible ad vehicles?
A)These social sites offer targeting and reach capabilities.
B)Advertisers can target using age,gender,preferred music genre,and location.
C)Ad impressions are charged on a CPM basis.
D)Production may be provided by the site.
E)All of the above.
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Page 9
Chapter 8: Social Commerce
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Sample Questions
Q1) Scores that people,acting in the role of critics,assign to something as an indicator are referred to as which of the following?
A)Ratings.
B)Reviews.
C)Recommendations.
D)Referrals.
E)Feeds.
Q2) Which of the following captures the quandary we face as humans when we have choices to make,but are limited by our own cognitive capacity?
A)The rule of reciprocity.
B)Social proof.
C)Cognitive bias.
D)Bounded rationality.
E)The principle of least interest.
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) When a researcher records the behavior of buyers' decisions when they shop,they are engaging in which of the following types of research?
A)Survey research.
B)Observational research.
C)Ethnographic research.
D)Sentiment research.
E)Netnography research.
Q2) Which of the following types of research involves recording behavior or the residual evidence of behavior?
A)Survey research.
B)Observational research.
C)Ethnographic research.
D)Sentiment research.
E)Netnography research.
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11
Chapter 10: Social Media Metrics
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Sample Questions
Q1) Which of the following best defines the term 'relative pull'?
A)The number of people exposed to the message.
B)The average number of times someone is exposed.
C)The ability to draw repeat visits and to keep people.
D)A comparison of how well different creative executions generate a response.
E)The number of people exposed to an online ad who actually select to see it.
Q2) Which of the following completes the sentence,'In order for _____________ to be valuable,we first must be sure the objectives they're supposed to measure are well defined'?
A)Key performance indicators.
B)Sentiment indicators.
C)Timelines.
D)Viewthroughs.
E)Measurement maps.
Q3) Which of the following best defines the term 'reach'?
A)The number of people exposed to the message.
B)The average number of times someone is exposed.
C)The ability to draw repeat visits and to keep people.
D)A comparison of how well different creative executions generate a response.
E)The number of people exposed to an online ad who actually select to see it.
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