Online Marketing Campaigns Exam Bank
Course Introduction
This course explores the principles, strategies, and best practices for designing, implementing, and optimizing effective online marketing campaigns. Students will learn how to utilize a variety of digital channels such as social media, email, search engines, and display advertising to reach target audiences and achieve marketing objectives. Emphasis is placed on campaign planning, audience segmentation, message development, performance measurement, and budget allocation. Through case studies, hands-on projects, and analysis of current trends, students develop practical skills to create impactful digital campaigns that drive engagement, conversion, and business growth.
Recommended Textbook
Social Media Marketing 3rd Edition by
Tracy L. Tuten
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11 Chapters
786 Verified Questions
786 Flashcards
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Page 2
Chapter 1: The Social Media Environment
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Sample Questions
Q1) Which model's goal is to attract an audience's attention and then stop the program to deliver a commercial message?
A)Search engine marketing.
B)Social entertainment.
C)The interruption-disruption model.
D)The horizontal revolution.
E)Cloud computing.
Answer: C
Q2) ______ are online hosts that enable site members to construct and maintain profiles,identify other members with whom they are connected,and participate by consuming,producing,and/or interacting with content provided by their connections.
A)Social networking sites (SNS).
B)Microsharing sites.
C)Gaming consoles.
D)Social storefronts.
E)Social softwares.
Answer: A
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Chapter 2: Social Consumers
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Sample Questions
Q1) ______ demand social interactions with your company.These consumers constantly use social media to connect with companies,brands,and products.
A)Social Stars.
B)Social Savvies.
C)Social Snackers.
D)Social Skippers.
E)None of the above.
Answer: A
Q2) Which of the following microblog user types defined by Pew Research Center is characterized by people talking about brands but generally not talking to each other?
A)Polarized Crowds.
B)Tight Crowds.
C)Brand Clusters.
D)Broadcast Networks.
E)Support Networks.
Answer: C
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Chapter 3: Network Structure and Group Influences in Social Media
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Sample Questions
Q1) Which of the following is not true of social network sites (SNS)?
A)Participants must link their SNS memberships together into a single sign on (SSO).
B)Participants have uniquely identifiable profiles that consist of user-supplied content,content provided by other users,and/or system-provided data.
C)Participants can publicly articulate connections that can be viewed and traversed by others.
D)Participants can consume,produce,and/or interact with streams of user-generated content provided by their connections on the site.
E)All are true.
Answer: A
Q2) Which of the following is not an example of social capital?
A)Useful information.
B)Relationships.
C)Ability to organize groups.
D)LinkedIn connections.
E)Disconnected employee.
Answer: E
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5
Chapter 4: Social Media Marketing Strategy
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Sample Questions
Q1) Which of the following completes the sentence,'An organizational document that explains the rules and procedures for social media activity for the organization and its employees is also known as a ______'?
A)center of excellence model
B)creative message strategy
C)social media policy
D)internal environment
E)propagation brief
Q2) A SWOT analysis is often performed during which section of the strategic plan?
A)Identifying objectives and setting a budget.
B)Social media mix.
C)Social media profile.
D)Situation analysis.
E)Selecting social media zones and vehicles.
Q3) The social media manager's role encompasses which of the following?
A)Overseeing social media strategy.
B)Managing social media strategy.
C)Championing social media strategy internally.
D)A & B Only.
E)All of these.
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Chapter 5: Tactical Planning Execution
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Sample Questions
Q1) Which of the following questions is not useful when developing a persona focused on guiding social media tactics?
A)What social media channels are they actively using?
B)What is their social technographic category?
C)What type of social media user are they?
D)What kinds of products have they purchased in the past?
E)What are their favorite types of social content?
Q2) Which of the following best completes the sentence,'Social media tactics will guide the brand's activities in the zones of social media marketing,but must do so in a way that fits with the ______.'?
A)Strategy.
B)Objectives.
C)Tactics.
D)Pillars.
E)Values.
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Chapter 6: Social Community
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Sample Questions
Q1) Which of the following is not an example of social sharing?
A)Link to a celebrity blog.
B)A photo you shared on Instagram last week.
C)The Harlem Shake video.
D)Your high school yearbook.
E)A brand you 'like' on Facebook.
Q2) Which of the following is not true of the term 'Echoverse'?
A)Results from the interactivity and interdependence of information sources.
B)Results solely from one-to-one communications.
C)Actors contribute and influence each other's actions.
D)Encompasses the entire communications environment in a which a brand/firm operates.
E)Feedback loops exist between all of the stakeholders in the brand's environment.
Q3) How does Facebook define 'organic reach'?
A)The number of people who were shown your post as a result of ads.
B)The number of people who saw your posts,regardless of where they saw it.
C)The number of people you can reach for free by posting.
D)The number of people who perform actions on your page.
E)None of these.
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Page 8
Chapter 7: Social Publishing
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Sample Questions
Q1) Content can also be categorized according to functional orientation,topic breadth,and topic temporality.Content that has a long expiration date is referred to as what?
A)Tactical.
B)Abstract.
C)Evergreen.
D)Terminable.
E)None of these.
Q2) ______ posts deliver a surge of traffic,but do not maintain the same impact over time as ______ posts.
A)Secondhand,original.
B)Original,secondhand.
C)Decaying,compounding.
D)Compounding,decaying.
E)None of these.
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9
Chapter 8: Social Entertainment
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Sample Questions
Q1) Which subset of content marketing encourages the audience to interact with the content and is thought to generate word-of-mouth communication about the respective brand?
A)Branded information.
B)UGC.
C)Social branded entertainment.
D)Social games.
E)None of these.
Q2) Which of the following is not included in the social entertainment zone?
A)Social music.
B)Social television and film.
C)Social games.
D)Social storefronts.
E)Alternate reality games.
Q3) Which of the following is considered to be in the realm of social music?
A)iTunes.
B)Google Play.
C)Pandora.
D)Amazon Music.
E)All of these.
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Chapter 9: 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 of the following captures the quandary we face as humans when we have choices to make,but are limited by our own cognitive capacity?
A)The rule of reciprocity.
B)Social proof.
C)Cognitive bias.
D)Bounded rationality.
E)The principle of least interest.
Q3) Which influence tactic is being used when marketers advertise a limited edition Xbox?
A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.
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Chapter 10: Social Media Analytics
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Sample Questions
Q1) Social media research can include which of the following?
A)Primary research.
B)Secondary research.
C)Industry research.
D)Both primary and secondary research.
E)Neither primary nor secondary research.
Q2) Which type of research is most likely being employed when Chick-Fil-A enthusiasts are studied by a researcher keeping a journal on their language in message boards?
A)Survey research.
B)Focus group research.
C)Experimental research.
D)Sentiment research.
E)Netnography research.
Q3) At its core,sentiment analysis is which of the following?
A)Ethnographic.
B)Experimental.
C)Netnography.
D)Focus group.
E)Attitudinal.
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Page 12
Chapter 11: Social Media Metrics
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Sample Questions
Q1) What is the goal of cost efficiency calculation?
A)To determine what design choices trigger the best performance on the KPIs.
B)To compare the cost of different tactics.
C)To determine the time value of performing one action vs.another action.
D)To determine how well the brand addressed customer needs.
E)To gauge the successfulness of risk mitigation efforts.
Q2) For which of the following terms is the focus on how the target market engages with the social media platform and activities?
A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.
Q3) Which of the following is the most commonly metric used by social media marketers?
A)Brand sentiment indicators.
B)Number of impressions per social media content.
C)Distance of viral spread.
D)Influence and buzz.
E)None of these.
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