Advertising and Promotion Solved
Exam Questions
Course Introduction
Advertising and Promotion explores the principles, strategies, and tactics used to communicate persuasive messages to target audiences and build brand awareness. The course examines the roles of advertising within integrated marketing communications, including media planning, creative development, digital and traditional platforms, and regulatory considerations. Students learn to analyze consumer behavior, develop promotional campaigns, assess advertising effectiveness, and understand ethical and legal aspects of advertising. Through case studies and practical projects, students gain skills essential for planning, executing, and evaluating promotional strategies in todays dynamic marketing environment.
Recommended Textbook
Social Media Marketing 2nd Edition by Tracy
L. Tuten
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10 Chapters
500 Verified Questions
500 Flashcards
Source URL: https://quizplus.com/study-set/2152
Page 2
Chapter 1: The Horizontal Revolution
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Sample Questions
Q1) Social media and traditional media are most alike in which regard?
A)Both are only used online.
B)Neither function in online settings.
C)Social and traditional media include only one channel and one vehicle within that channel.
D)Social and traditional media include several channels,and within each channel there are specific vehicles.
E)Social and traditional media are not alike in any way.
Answer: D
Q2) Which of the following completes the sentence,'________ refers to when organizations decentralize decision making and control to their consumers and users'?
A)Reputation economy
B)Radical trust
C)Network effect
D)Horizontal revolution
E)Crowdsourcing
Answer: B
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Chapter 2: Strategic Planning With Social Media
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50 Flashcards
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Sample Questions
Q1) Which of the following is not considered one of the five basic models for social media structure?
A)Centralized.
B)Wheel and spoke.
C)Dandelion.
D)Holistic.
E)Organic.
Answer: B
Q2) At which stage of the social media marketing strategic planning process does the planner elaborate on what is expected of the social media campaign and what financial and human resources are available?
A)Conducting a situation analysis.
B)Identifying the objectives.
C)Creating the experience strategy.
D)Establishing an activation plan.
E)Selecting the social media channels/vehicles.
Answer: B
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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 ad types would not appear on a website?
A)Display ad.
B)Banner ad.
C)Rich media ad.
D)Text ad.
E)Print ad.
Answer: E
Q2) What type of segmentation did General Mills use when it launched QueRicaVida.com as an online platform for single moms?
A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.
Answer: B
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Page 5
Chapter 6: Social Publishing
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Sample Questions
Q1) Which of the following completes the sentence,'_______ links are ones in which a company pays a search engine to list as part of related search results'?
A)Counterfeit.
B)Three-way.
C)Organic.
D)Dynamic.
E)Sponsored.
Q2) A half-page plea in a traditional newspaper to pass environmental legislation or carry out sanctions against governments that permit whaling is clearly which of the following?
A)An editorial message only.
B)A commercial message only.
C)Either an editorial message or a commercial message.
D)Neither an editorial message nor a commercial message.
E)Both an editorial message and a commercial message.
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Chapter 4: Digital Communities
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Sample Questions
Q1) Which of the following completes the sentence,'Consumers weigh ___________ word of mouth more heavily they do _______ comments'.
A)negative,positive
B)positive,positive
C)positive,negative
D)negative,negative
E)none of the above
Q2) Which of the following completes the sentence,'A set of socially relevant nodes connected by one or more relations is a __________'.
A)niche market
B)social network
C)democracy
D)open access site
E)social contract
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Chapter 5: Social Communities
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Sample Questions
Q1) 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.
Q2) Which of the following refers to the period in which a series of small changes becomes significant enough to cause a larger change?
A)Tipping point.
B)Starting point.
C)Network effect.
D)Reference point.
E)Snowball effect.
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8
Chapter 7: Social Entertainment
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Sample Questions
Q1) In the Japanese version of Metal Gear Solid,Peace Walker,the character,could drink Mountain Dew,eat Doritos,and spray himself with Axe to recover or develop additional strength for game play.This is an example of which of the following?
A)A screen placement.
B)A script placement.
C)A display ad.
D)A transactional ad.
E)An achievement badge.
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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Sample Questions
Q1) Which of the following is not a step in consumer decision making?
A)Problem recognition.
B)Information search.
C)Pre-purchase evaluation.
D)Purchase.
E)Post-purchase evaluation.
Q2) Which of the following best describes what a 'Shop Together' tool does?
A)Enables one to post product information and ask friends for advice prior to purchase.
B)Enables one to see purchase pals' movement throughout the site,discussion,and sharing.
C)Enables one to share creations,shopping lists,and wishlists.
D)Enables shoppers to shop multiple stores (like a mall)using several social shopping tools.
E)Enables businesses to conduct transactions with customers from within social network sites.
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10
Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) Which of the following completes the sentence,'A researcher performing a _____________ might test a hypothesis that TV commercials reinforce traditional sex-role attitudes by sampling a large number of ads that aired during a certain period of time,and comparing the occupations that male versus female actors portrayed'?
A)Text mining.
B)Content analysis.
C)Sentiment analysis.
D)Opinion mining.
E)Netnography.
Q2) When a researcher conducts a study of Xbox gamers by reflecting on their characteristics in chat rooms,what type of research is most likely being employed?
A)Survey research.
B)Focus group research.
C)Experimental research.
D)Sentiment research.
E)Netnography research.
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11
Chapter 10: Social Media Metrics
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Sample Questions
Q1) The specific objectives we might identify can vary dramatically from brand to brand but it's likely they will include which of the following overarching issues?
A)Motivating some behavior from the target audience.
B)Influencing brand knowledge and attitudes.
C)Accomplishing the first two objectives with fewer resources than might be required with other methods.
D)Influence brand knowledge particularly among those who are likely to spread the message to their own networks.
E)All of the above.
Q2) Which of the following questions is answered by the measure SMROI?
A)How much income did our investments in social media marketing generate?
B)What levels of engagement did our social media campaign create?
C)How many more social media users are now aware of our brand?
D)How many social media users 'liked' our website?
E)How many more loyal social media consumers do we now have?
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