Advertising Exam Questions
Course Introduction
This course offers a comprehensive introduction to the field of advertising, exploring its historical evolution, fundamental principles, and contemporary practices within various media platforms. Students will examine key concepts such as target audience analysis, message development, branding, media planning, and campaign strategy. Through analysis of real-world advertising campaigns and practical assignments, the course emphasizes creative problem-solving, effective communication techniques, and ethical considerations in advertising. By the end of the course, students will possess a solid understanding of the advertising industry's role within the broader context of marketing and its impact on consumers and society.
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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Chapter 1: The Horizontal Revolution
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Sample Questions
Q1) Imagine that before you can watch a full episode of Gossip Girl on your laptop,you must sit through a 15-second ad for Verizon Wireless.Label and describe the model that is used in this example and reflect on why many social media users accept this practice.
Answer: The interruption-disruption is used here.Why would Internet users tolerate these disruptions as they surf the Web? For the same reason television viewers and radio listeners have for decades.The ad as interruption provides a stream of revenue for the media provider,which enables this group to provide the content of interest at little or no cost to the audience.Television programming exists to draw audiences,which enables the network to sell space to advertisers who wish to reach that audience.The audience,in turn,accepts the presence of the advertising in order to consume the desired programming.
Q2) Marketers can choose specific ________ to place a message within a medium.
A) channels
B) blogs
C) apps
D) vehicles
E) connections
Answer: D
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Page 3
Chapter 2: Strategic Planning With Social Media
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Sample Questions
Q1) Most companies are in the strategic phase of the social media marketing maturity life cycle.
A)True
B)False
Answer: False
Q2) ________ captures the heart of what the brand is and what the sponsor wants it to become.
A) Strategic plan
B) Creative message strategy
C) Marketing plan
D) Integrated marketing communications plan
E) Positioning statement
Answer: E
Q3) The "W" in a SWOT analysis stands for:
A) windows.
B) weeks.
C) words.
D) women.
E) weaknesses.
Answer: E
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Chapter 3: Social Consumers
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Sample Questions
Q1) All of the following behaviors represents a social footprint EXCEPT:
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) Reflect on how you feel about permission marketing.Describe what this is and if you are more or less persuaded by such a marketing strategy.
Answer: Internet users spend much of their time emailing,so many advertisers send permission emails.Permission emails are the direct mail of the digital age.They are personalized email offers sent to individuals who "opt in" to receiving marketing communications.Opting in is an agreement activity in which an individual gives his or her permission for the source to send relevant messages.
Q3) If Facebook were a country,its population would make it the largest in the world.
A)True
B)False
Answer: False
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Chapter 4: Digital Communities
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Sample Questions
Q1) A vertical network:
A) centers on some common hobby, interest, or characteristic that draws members to the site.
B) illustrates that most nodes in a social graph are not directly linked to one another-instead they are indirectly connected via neighbors.
C) offers a relatively small number of items to buyers who tend to be loyal to these outlets.
D) enables anyone to participate without registration or identification.
E) sets forth expectations for user behavior as well as for the host or governing body.
Q2) In an online community,leadership comes 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.This illustrates the online community characteristic of ________.
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) Social sharing:
A) consists of broadcast updates to your news feed.
B) are news feeds that social networks use to establish an ongoing point of connection between network nodes.
C) is a tool for reminding someone to socialize.
D) provide people with the tools they need to reveal elements of their digital identities.
E) highlight the best participants who contribute to sites.
Q2) A gallery is the result of participatory advertising.
A)True
B)False
Q3) On the ________ continuum,people can simply acknowledge a brand or they can work with a brand to develop new products.
A) brand profile
B) derivative branded content
C) brand engagement
D) friendvertising
E) participatory advertising
Q4) Reflect on the usefulness of an internal social network for a company.
Q5) Reflect on what brands provide (or not provide)you with a return on emotion.
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Chapter 6: Social Publishing
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Sample Questions
Q1) Information and news networks are examples of social publishing zone channels.
A)True
B)False
Q2) In a linkwheel,the ________ are considered the "hubs."
A) targeted pages
B) links pages
C) brands
D) search engines
E) consumers
Q3) Which of the following types of content is categorized as original?
A) authority-building content
B) reposted content
C) filler content
D) retweeted content
E) secondhand content
Q4) An example of cultural co-creation is the enlistment of consumers' input by Jones Soda on its packages and flavors.
A)True
B)False
Q5) Explain how the power of social media facilitates cultural co-creation.
Page 8
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Chapter 7: Social Entertainment
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Sample Questions
Q1) Augmented reality:
A) is a form of technology that enables the overlay of digital images and information over a real (physical) environment.
B) refers to the hardware systems on which the game is played.
C) is an interactive, electronic device used to display video games.
D) is a two-dimensional bar code that can be read using a webcam or mobile device equipped with a code reader.
E) refers to the way the game world is experienced.
Q2) Which of the following characteristics is NOT associated with a social game?
A) multiplayer
B) competitive
C) goal-oriented
D) community-oriented
E) solitary
Q3) In ARG-speak,the collective detective of lurkers and rubberneckers creates the rabbit hole behind the curtain for the puppet masters to solve the mystery.
A)True
B)False
Q4) Reflect on your opinion about the various types of product placements.
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Chapter 8: Social Commerce
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Sample Questions
Q1) When you choose a birthday present for someone for whom you wouldn't normally buy a present because they gave you a gift on your birthday,________ is at work here.
A) social proof
B) authority
C) affinity
D) scarcity
E) consistency
Q2) Which of the following social commerce approach characteristics is labeled as advocacy?
A) Acknowledge opinions that were invited, incentivized, or facilitated by the brand.
B) Enable consumers to rate the value of opinions offered on the site.
C) Make it easy for users to share reviews on blogs and social networking platforms.
D) Acknowledge the value of the opinions customers offer.
E) Encourage consumers to contribute posts.
Q3) Reflect on why is it good business sense for e-retailers to host rating and review features?
Q4) Why should retailers welcome negative reviews?
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10
Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) Sampling ________ are adjustment factors applied to adjust for differences in probability of selection between cases in a sample.
A) spreads
B) codes
C) classifiers
D) errors
E) weights
Q2) Target goes on Walmart's website to decipher the history of the company.As defined in this question,this information is:
A) ethnographic research.
B) social media research.
C) secondary research.
D) primary research.
E) observational research.
Q3) A census is a study that uses a subset of the population.
A)True
B)False
Q4) Reflect on why a social media researcher should be concerned about nonresponse bias.
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Chapter 10: Social Media Metrics
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Sample Questions
Q1) Which of the following is an example of a question answered by a content conversation metric?
A) Who is interacting with and utilizing the brand-generated and consumer-generated content?
B) Who is adding to or changing your content by continuing the conversation with response posts?
C) How many consumers have subscribed to branded content with RSS feeds?
D) What is the comment-to-post ratio?
E) Is the number of friends-to-brand profiles growing?
Q2) Which one of the following questions represents the concept of opportunity cost?
A) What else could employees or volunteers have done if they weren't spending time contributing to the brand's social media activity?
B) How fast should companies respond to crisis situations in social media?
C) How risky is it for a company to allow the sharing of a brand message beyond the company's discretion?
D) Should a company allow manipulation of their message beyond the company's discretion?
E) Should a company allow negative tweets about them on their Twitter company account?
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Page 12