Media Planning
Final Exam Questions
Course Introduction
Media Planning explores the strategic process of selecting and scheduling various media platforms to deliver advertising messages effectively to target audiences. The course covers the principles of media selection, budgeting, audience analysis, and the use of both traditional and digital media channels. Students will learn how to evaluate media options, negotiate media buys, analyze reach and frequency, and assess campaign performance to maximize return on investment. Emphasis is placed on the integration of emerging technologies and data-driven decision-making to create comprehensive media plans that align with overall 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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Sample Questions
Q1) The social utility,Facebook,offers which of the following?
A)Synchronous interactions only.
B)Asynchronous interactions only.
C)Both synchronous and asynchronous interactions.
D)Neither synchronous nor asynchronous interactions.
E)These terms are not relevant to understanding the utility of Facebook.
Answer: C
Q2) Which of the following completes the sentence,'Google Documents,a program that enables multiple users in different locations to work on the same file,is an example of __________'?
A)social publishing
B)social community
C)social entertainment
D)social software
E)social documents
Answer: D
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3
Chapter 2: Strategic Planning With Social Media
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Sample Questions
Q1) Which of the following completes the sentence,'The _________ is a key aspect of the external environment'?
A)the organization's mission statement
B)the social media marketing strategic plan
C)the opportunities and threats
D)the social media value chain
E)brand's competition
Answer: E
Q2) Which of the following describes the organic structure for social media in an organization?
A)All employees represent the brand and work social media into their roles.
B)The company cannot control what employees say because anyone can sign in and respond to customer comments.
C)A company must have a well-developed social media policy in place to help guide employee behavior in social communities.
D)No one person is in charge of social media.
E)All of the above.
Answer: E
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Page 4
Chapter 3: Social Consumers
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Sample Questions
Q1) Which of the following are syndicators of content that send content directly to subscribers?
A)Lifestream aggregators.
B)Roving nodes.
C)Search engines.
D)RSS feeds.
E)Media movers.
Answer: D
Q2) What type of impulse led nearly five million Twitter users to follow Ashton Kutcher's daily tweets?
A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.
Answer: D
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Page 5
Chapter 6: Social Publishing
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Sample
Questions
Q1) What is the main difference between a blog and a microblog?
A)Blogs share stories and microblogs share headlines.
B)Blogs are made of short bursts of text and microblogs are made of long entries.
C)Blogs share headlines and microblogs share stories.
D)Blogs and microblogs are the same.
E)Blogs are only made up of stories and microblogs are only made up of 'how-to's'.
Q2) The social publishing zone includes which of the following channels?
A)Blogs.
B)Media sharing sites.
C)Microblogs.
D)Information and news networks.
E)All of the above.
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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6
Chapter 4: Digital Communities
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Sample Questions
Q1) Which of the following terms identifies a group of people who come together for a specific purpose,who are guided by community policies,and who are supported by internet access that enables virtual communication?
A)Open access site.
B)Influence network.
C)Online community.
D)Democracy.
E)Media democratization.
Q2) Which of the following completes the following sentence,'A view or an exposure to an advertising message is known as a(n)__________'.
A)Norm.
B)Meetup.
C)Momentum effect.
D)Impression.
E)Presence.
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Chapter 5: Social Communities
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Q1) Which of the following is a term used to describe a single profile providing access across social networking sites with a single login and shared information?
A)Activity streaming.
B)Ambient intimacy.
C)Identity reflection.
D)Internal social networking.
E)Identity portability.
Q2) IBM launched a site for its employees called BeeHive that enables them to post profiles,maintain a blog,participate in discussion groups,and share files.This is an example of which of the following?
A)Activity stream.
B)Backchannel.
C)Niche market.
D)External social network.
E)Internal social network.
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Chapter 7: Social Entertainment
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Sample Questions
Q1) A billboard for Under Armor appears in the game you are playing.This is an example of which of the following?
A)Display ad.
B)Achivement badge.
C)Dark ad.
D)Transactional ad.
E)Product placement.
Q2) Which of the following completes the sentence,'________ gamers value realism in the game's contextual clues and challenge in the game's activities,while _________ gamers value ease of use and immediate gratification'?
A)Hardcore;core
B)Core;social
C)Social;casual
D)Casual;core
E)None of the above
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Chapter 8: Social Commerce
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Sample Questions
Q1) Which of the following scenarios is not likely to make us conform?
A)Living in a culture that emphasizes individuality.
B)Believing that the group will apply sanctions to nonconforming behaviors.
C)Being strongly committed to the group.
D)Being in a powerful group.
E)Being highly susceptible to interpersonal influence.
Q2) Which ratings give a quality indicator to other users before they invest time reading and also provide feedback to those who complete reviews?
A)Helpfulness.
B)Hueristic.
C)Usefulness.
D)Expectation.
E)Sponsor.
Q3) 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.
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Page 10
Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) When Pepsi buys information on its competitors from a syndicated source for a SWOT analysis,it is conducting which of the following types of research?
A)Ethnographic research.
B)Social media research.
C)Secondary research.
D)Primary research.
E)Observational 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 allows a marketer to compare its performance on some dimension to other things,such as how competitors are doing or how its own efforts fluctuate over time?
A)BVI.
B)ROI.
C)A baseline metric.
D)AEV.
E)A measurement map.
Q2) A content loyalty metric is answered by which of the following questions?
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?
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