Advertising and Promotion Question
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Course Introduction
Advertising and Promotion explores the strategic and creative processes involved in communicating brand messages and influencing consumer behavior. This course covers the fundamentals of advertising theory, campaign planning, media selection, and promotional tactics, including sales promotions, public relations, digital marketing, and direct marketing. Students learn how to develop integrated marketing communications strategies, evaluate advertising effectiveness, and adapt campaigns to different target audiences and market environments. Through case studies, practical projects, and analysis of real-world examples, students gain hands-on experience in crafting compelling promotional campaigns that achieve organizational objectives.
Recommended Textbook Social Media Marketing 1st Edition by
Tracy L. Tuten
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10 Chapters
1001 Verified Questions
1001 Flashcards
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Page 2
Chapter 1: The Horizontal Revolution
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Sample Questions
Q1) Which of the following is a form of earned media?
A) advertising
B) word-of-mouth communication
C) personal selling
D) company website
E) sponsorships
Answer: B
Q2) ________ particularly appeal(s)to ________.
A) Push messaging; social media marketers
B) Niche products; micromarkets
C) Niche products; mass audiences
D) Traditional media; Digital Natives
E) Push messaging; social media consumers
Answer: B
Q3) Give personal examples of using synchronous and asynchronous features on a social media site.
Answer: The Internet and its related technologies make what we know today as social media possible and prevalent.Every day the influence of social media expands as more people join online communities.
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Page 3
Chapter 2: Strategic Planning With Social Media
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Sample Questions
Q1) A center of excellence model:
A) pulls people with different kinds of expertise from across the organization to participate in social media planning.
B) assigns the social media responsibility to a discipline "silo" such as the marketing department.
C) introduces internal political issues relating to who in the company has primary responsibility for social media.
D) makes it more difficult to integrate social media applications with other marketing initiatives
E) All of the above
Answer: A
Q2) Reflect on why establishing a social media policy is necessary for a company.
Answer: While employees may use social media to communicate with friends and access entertainment opportunities (maybe even when they're supposed to be working),there's a good chance they will mention their employers and maybe even vent about office politics or shoddy products.Managing that risk is a must for companies.
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Chapter 3: Social Consumers
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Sample Questions
Q1) When you keep checking for a response after replying to a message,you are responding to the ________ impulse.
A) validation
B) altruistic
C) immediacy
D) prurient
E) affinity
Answer: C
Q2) Your username in social communities is a:
A) lifestream.
B) avatar.
C) social footprint.
D) handle.
E) social media touchpoint.
Answer: D
Q3) Successive innovative products are typically simple.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Digital Communities
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Sample Questions
Q1) Malcolm Gladwell defines ________ as people who are knowledgeable about many things.
A) mavens
B) connectors
C) salesmen
D) core ties
E) weak ties
Q2) Which of the following is a term for a relationship in a social network?
A) maven
B) norm
C) node
D) tie
E) presence
Q3) ________ is product information individuals transmit to other individuals.
A) Reputational capital
B) Object sociality
C) Flaming
D) Social proof
E) Word of mouth
Q4) Reflect on why most online communities are democratic.
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Chapter 5: Social Communities
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Sample Questions
Q1) Do you consider yourself to be a social media omnivore? Reflect on why you are or are not one.
Q2) All of the following represent a dimension in which SNSs vary EXCEPT:
A) audience of specialization.
B) the social objects that mediate the relationships among members.
C) degree of decentralization.
D) degree of specialization.
E) network structure.
Q3) The need to manage multiple community accounts (and to forego some due to the required investment),as well as the steady streams of content flowing from multiple networks,often leads to ________.
A) ambient intimacy
B) Dunbar's number
C) social networking fatigue
D) fandom
E) message internalization
Q4) Are you a member of a fandom? Explain why or why not.
Q5) Reflect on your own assessment of the importance of ambient intimacy.What benefits do you gain from such intimacy? Are there any disadvantages to such intimacy?
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Chapter 6: Social Publishing
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Sample Questions
Q1) A microblog post is a type of off-site social media optimization element.
A)True
B)False
Q2) A resource hook:
A) refers to content written with the intent to be helpful to the target audience.
B) refutes some accepted belief.
C) is designed to show that the content will entertain.
D) promises something for free.
E) offers a claim about something of interest.
Q3) ________ promote those who promote your content.
A) Trackbacks
B) Web crawlers
C) Plug-ins
D) On-site indicators
E) Meta tags
Q4) How often do you use long-tail keywords as queries compared to a general keyword? How satisfied are you,typically,with the search results?
Q5) Explain how the power of social media facilitates cultural co-creation.
Q6) How are urban legends facilitated by social media?
Page 8
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Chapter 7: Social Entertainment
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Sample Questions
Q1) In ARG-speak,the curtain is:
A) an invisible line separating the players from the puppet masters.
B) a clue or site that initiates the game.
C) a reference index of the game including relevant sites, puzzles, ingame characters, and other information.
D) a pre-game context.
E) a plan for how the story will continue, which can be used to foreshadow for future game play.
Q2) Given what you've read about ARGs in the chapter,what would you do to make your own ARG successful? Mention some of the guidelines listed in the chapter for successful ARGs.
Q3) Reflect on why you would need to commit to the ARG and its management for it to be successful.
Q4) Which of the following characteristics is NOT associated with a social game?
A) multiplayer
B) competitive
C) goal-oriented
D) community-oriented
E) solitary
Q5) Reflect on your opinion about the various types of product placements.
Page 9
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Chapter 8: Social Commerce
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Sample Questions
Q1) Brands should embrace consumer opinions.
A)True
B)False
Q2) We act under the influence of ________ when we choose a product due to its popularity among others.
A) social proof
B) authority
C) affinity
D) scarcity
E) consistency
Q3) Reflect on the various benefits social commerce offers to marketers.
Q4) The "F" in the term "F-commerce" stands for ________.
A) Friend
B) Family
C) Facebook
D) Fair
E) Free
Q5) Reflect on your own feelings (or lack thereof)of information overload with respect to searching online for information about products.Include the concept of bounded rationality in your answer.
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) Social media research:
A) is only secondary in nature.
B) is only primary in nature.
C) can only be secondary or primary in nature, but not both.
D) can be both secondary and primary in nature.
E) is neither secondary nor primary in nature.
Q2) ________ move through the designated websites and collect and store the content they find.
A) Online echoes
B) Sentiment indicators
C) Verbatims
D) Web crawlers
E) Codes
Q3) Reflect on how marketers use the data collected by monitoring.
Q4) Content analysis uses a top-down approach.
A)True
B)False
Q5) Reflect on how you would treat duplicate content if you were running a social media research study.
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Q6) Come up with an example for a content analysis in a social media research study.
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Chapter 10: Social Media Metrics
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Sample Questions
Q1) Advertising equivalency value is used in:
A) the return on investment model.
B) the return of impressions model.
C) the return on social media impact model.
D) the return on target influence model.
E) the return on earned media model.
Q2) Rolling Stone magazine determined that the BVI for a political blog of one of its columnists on its website was coming in at about 0.58.This value told the magazine that the blog was not making a profit.
A)True
B)False
Q3) Measurements require ________ to provide useful feedback.
A) a context
B) a timeline
C) support
D) a viewthrough
E) sentiment
Q4) Reflect on why impressions are considered valuable-that is,what chain of outcomes are sparked by impressions?
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