Brand Management
Midterm Exam
Course Introduction
Brand Management delves into the strategies and practices that shape the identity, value, and longevity of brands in a dynamic marketplace. This course explores essential concepts such as brand equity, positioning, and architecture, examining how successful organizations create, sustain, and leverage strong brands to achieve competitive advantage. Students learn to analyze consumer perceptions, develop brand communication strategies, and manage brand portfolios across digital and global platforms. By integrating theoretical frameworks with real-world case studies, the course equips learners with the skills to make informed branding decisions, measure brand performance, and respond effectively to challenges such as brand crises and rebranding initiatives.
Recommended Textbook
Social Media Marketing 1st Edition by
Tracy L. Tuten
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Chapter 1: The Horizontal Revolution
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Sample Questions
Q1) Facebook defines itself as a social utility,spanning all zones of social media.
A)True
B)False
Answer: True
Q2) Amazon reviews and eBay's reputation rankings,which serve as credibility scores for what we can trust online,directly contribute to the ________.
A) horizontal revolution
B) digital native
C) reputation economy
D) network effect
E) perpetual beta
Answer: C
Q3) Digital Natives can recall a time in their lives when the Internet did not exist.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Strategic Planning With Social Media
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Sample Questions
Q1) Which of the following depicts an organization in the transition phase of the social media marketing maturity life cycle?
A) experimenting with cool new social media ways to communicate
B) planning social media marketing activities with clear objectives and metrics
C) integrating social media as a key component of the organization's overall marketing plan
D) thinking about social media activities in a more systematic way
E) None of the above
Answer: D
Q2) Intel tells its employees to encourage comments,to cite others who are blogging about the same topic,to admit mistakes by being upfront and quick with corrections.Such a directive is an example of:
A) a center of excellence model.
B) a creative message strategy.
C) a social media policy.
D) an internal environment.
E) a propagation brief.
Answer: C
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Chapter 3: Social Consumers
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Sample Questions
Q1) ________ is/are based on how people use and interact with social media.
A) Digital mobility
B) Diffusion of innovations
C) Social technographics
D) Contact immediacy
E) Demographics
Answer: C
Q2) ________ refers to the percentage of the target audience that can be accessed using a form of media.
A) Diffusion
B) Search
C) Impulse
D) Reach
E) Penetration
Answer: A
Q3) Handle-squatting refers to the use of a digital brand name by someone who has an actual claim to that brand name.
A)True
B)False
Answer: False
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Chapter 4: Digital Communities
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Sample Questions
Q1) The online community characteristic of ________ specifies that the better communities supply tangible characteristics that create the sensation of actually being in a place or that make the environment look and feel real.
A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation
Q2) ________ proposes that a small group of influencers are responsible for dissemination of information because they can modify the opinions of a large number of other people.
A) The social-object theory
B) Reputational capital
C) Media democratization
D) The two-step flow model of influence
E) Ad-equivalency value
Q3) How many latent ties have you revived through use of SNS? Reflect on the benefits of using SNS to revive latent ties.
Q4) Reflect on what type of culture the Facebook community creates among its users.
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Chapter 5: Social Communities
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Sample Questions
Q1) Our ability to stay in touch,using digital communications and social media,with people to whom we wouldn't otherwise have access due to time limitations and geographic dispersion is labeled as ________.
A) message internalization
B) directed communications
C) ambient intimacy
D) identity portability
E) stickiness
Q2) How well a site can retain visitors during a single session and encourage repeat visits is labeled as its ________.
A) activity stream
B) brand profile
C) fandom
D) stickiness
E) embed codes
Q3) Do you consider yourself to be a social media omnivore? Reflect on why you are or are not one.
Q4) Reflect on what about an experience design campaign makes you want to share content with others.
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Chapter 6: Social Publishing
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Sample Questions
Q1) ________ is a process that 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 types of content is categorized at the lowest step of the value ladder?
A) pillar
B) authority-building
C) original
D) filler
E) flagship
Q3) Sponsored results from a search engine tend to generate more site traffic than organic results.
A)True
B)False
Q4) Do you react positively or negatively to spokesbloggers?
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Chapter 7: Social Entertainment
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Sample Questions
Q1) Which one of the following statements is FALSE?
A) Gamers are not typically open to advertising content in games.
B) Brands benefit when they associate with a successful game.
C) Players identify with the brands their characters use.
D) Branding within a game's story is an unobtrusive way to share a brand's core message.
E) Marketers can measure a game's promotional value.
Q2) Lisa thinks of all the reasons why Coca-Cola's advertising messages in a game don't apply to her.Lisa is counterarguing in this example.
A)True
B)False
Q3) Unfiction.com defines a(n)________ as "a cross-media genre of interactive fiction using multiple delivery and communications media,including television,radio,newspapers,Internet,email,SMS,telephone,voicemail,and postal service."
A) advergame
B) alternate reality game
C) MMORPG
D) casual game
E) transactional advertisement
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Page 9
Chapter 8: Social Commerce
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Sample
Questions
Q1) A popularity filter is a social commerce application that:
A) enables the shopper to show products by most viewed, most favorite, or most commented.
B) publishes customer testimonials.
C) is dedicated to a group of people who meet online to communicate about products and help each other solve related problems.
D) is a collection of special offers, sometimes maintained and updated by user submissions.
E) provides an opportunity for people to join together to qualify for volume discounts.
Q2) Reviews do NOT affect the stickiness of a site.
A)True
B)False
Q3) The "F" in the term "F-commerce" stands for ________.
A) Friend
B) Family
C) Facebook
D) Fair
E) Free
Q4) Why should retailers welcome negative reviews?
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) ________ is an approach used to identify the presence of concepts and themes within qualitative data sets.
A) Text mining
B) Content analysis
C) Sentiment analysis
D) Opinion mining
E) Netnography
Q2) All of the following are recommendations for good use of netnography EXCEPT:
A) Be straightforward with those in the online community.
B) Learn about the behaviors of the group culture.
C) Never disclose your purpose for participation.
D) Classify material as social or informational.
E) Select online communities that are focused on a particular topic or segment.
Q3) Sentiment analysis of blogs tends to be more accurate than that of tweets.
A)True
B)False
Q4) Negation words in a sentiment analysis can totally transform the meaning of a sentence.
A)True
B)False
Page 11
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Chapter 10: Social Media Metrics
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Sample Questions
Q1) The first step in the DATA approach is:
A) assess the costs of the program and the potential value of the results.
B) track the actual results and link those results to the program.
C) define the results that the program is designed to promote.
D) adjust the program based on results to optimize future outcomes.
E) promote the program in various social media channels.
Q2) The return on impressions model:
A) takes the gross revenue estimated minus the cost of the social media advertising program divided by the cost of the program.
B) employs statistical analysis to determine how sales trends shifted according to the timing of the social media marketing.
C) calculates the change in the probability of purchase based on the exposure.
D) calculates the difference between the cost to purchase a display ad on a site and the cost of the social media advertising program divided by the cost of the program.
E) assigns a financial value to the resources we use to execute a strategy, measure financial outcomes, and calculate the ratio between inputs and outcomes.
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