Social Media Marketing Question
Bank
Course Introduction
Social Media Marketing explores the strategic use of social platforms such as Facebook, Instagram, Twitter, LinkedIn, and emerging channels to engage audiences, build brand presence, and drive business goals. This course covers content creation, campaign planning, audience analysis, paid advertising, influencer partnerships, and metrics-driven decision-making. Students learn to develop effective social media strategies, analyze trends, and utilize analytics tools to measure ROI, while also addressing ethical considerations and the impact of rapidly changing digital environments on marketing practices.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens
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Page 2
Chapter 1: Advertising and IMC Today
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Sample Questions
Q1) The type of advertising published in psychiatry journals aimed at practicing psychiatrists is referred to as _____.
A)trade advertising
B)professional advertising
C)consumer advertising
D)noncommercial advertising
E)retail advertising
Answer: B
Q2) Who are implied consumers?
Answer: The receivers of advertising are also multidimensional. Within the text, every ad or commercial presumes an audience. These implied consumers, who are addressed by the ad's persona, are not real. They are imagined by the ad's creators to be ideal consumers who accept uncritically the arguments made by the ad.
Q3) In a basic transactional relationship, a company sells its product and encourages customers to call if they encounter any problems.
A)True
B)False
Answer: False
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3
Chapter 2: The Big Picture: The Evolution of Imc
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Sample Questions
Q1) Small companies and product marketers that appeal to a limited clientele use TV to reach audiences with unique interests.
A)True
B)False
Answer: True
Q2) Which is the first U.S. publication for ad profession?
Answer: Printers' Ink is the first U.S. publication for ad profession.
Q3) An ad for a beer company that asks consumers to enjoy beer in moderation and not drink irresponsibly is most likely using _____.
A)conservation marketing
B)demarketing
C)trade advertising
D)green marketing
E)relationship marketing
Answer: B
Q4) What is the significance of information in the context of a market economy?
Answer: Buyers make better decisions when they have more information about the products they can choose from. Sellers can also more efficiently find consumers of their goods by providing information about what they sell.
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Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) Selective limitation of freedom of commercial speech threatens every legal business in America primarily because any limitation on the freedom to advertise:
A)automatically provides huge, monopolistic advantage to the category leaders.
B)increases economic inequities among consumers.
C)fuels price wars.
D)hinders the dissemination of complete information.
E)leads to deceptive advertising.
Answer: A
Q2) A socially responsible company is most likely to:
A)act in the interest of the community.
B)view puffery as a persuasive and sustainable means of attracting buyers.
C)view deceptive advertising as a necessary measure to enhance revenues.
D)consciously engage in stereotyping demographic groups in the community.
E)discount social media as an effective means of communicating with the public.
Answer: A
Q3) In the context of advertising, children are rarely treated as sole decision makers.
A)True
B)False
Answer: False
Page 5
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Chapter 4: The Scope of Advertising: From Local to
Part Two: Crafting Marketing and Advertising Strategies
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Q1) Which of the following is not true of creative boutiques?
A)Usually, the founders of a creative boutique are graphic designers and/or copywriters.
B)They occasionally subcontract to ad agencies.
C)They tend to be limited to the role of creative suppliers.
D)They provide the same research, marketing, sales expertise, and deep customer service that full-services agencies offer.
E)They focus on developing exciting creative concepts.
Q2) Which of the following statements is true about general consumer agencies?
A)They provide advertising for products that are used in the manufacture of consumer products.
B)They concentrate on institutional advertising accounts.
C)They concentrate on consumer accounts.
D)They derive much of their income from nonadvertising functions.
E)They do not operate internationally.
Q3) What is the function of creative boutiques?
Q4) Advertising agencies work for the media.
A)True
B)False
Q5) What is the difference between international media and foreign media?
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Chapter 5: Marketing and Consumer Behavior: The
Foundations
of Advertising
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Sample Questions
Q1) Wants are the basic, human forces that motivate us to do something.
A)True
B)False
Q2) Kate, a hard working employee, feels fatigued due to her heavy workload. She longs to take a vacation and visits an exotic place. Which of the following transformational motives is she influenced by?
A)Sensory gratification
B)Intellectual stimulation
C)Social approval
D)Problem avoidance
E)Normal depletion
Q3) The three general categories of customers are current customers, prospective customers, and centers of influence.
A)True
B)False
Q4) What is the alternative term for cognitive dissonance?
Q5) Describe transformational motives in brief.
Page 7
Q6) List the three general categories of customers.
Q7) What are the two routes to persuasion according to the Elaboration Likelihood Model?
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Page 8
Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
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Sample Questions
Q1) In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.
A)repertoire users
B)aware nontriers
C)sole users
D)semi-sole users
E)trial/rejectors
Q2) A product which is in the introductory stage of the product life cycle will most likely target _____.
A)laggards
B)millennials
C)late adopters
D)Generation X
E)early adopters
Q3) The process of market segmentation is a three-step process that begins with planning and ends with market identification.
A)True
B)False
Q4) Briefly describe geographic segmentation.
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Chapter 7: Research: Gathering Information for Imc Planning
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Sample Questions
Q1) Which of the following is the next step in the market research process once the exploratory research phase is completed?
A)Formulation of research objectives
B)Situation analysis
C)Secondary research
D)Interpretation and reporting of findings
E)Defining the problem
Q2) In projective techniques, the researcher tries to involve consumers in a situation where they can express feelings about the problem or product by asking indirect questions.
A)True
B)False
Q3) Sales tests are typically more suited for gauging the effectiveness of individual messages or promotions than of campaigns.
A)True
B)False
Q4) What are the disadvantages of pretesting?
Q5) What are the advantages and disadvantages of using focus groups?
Q6) What are the disadvantages of recall tests and attitude tests?
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Chapter 8: Marketing and Imc Planning
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Sample Questions
Q1) Which of the following is true of the influence of IMC on sales?
A)IMC is a result of sales.
B)The real role of an IMC campaign is to create sales.
C)IMC is the only factor affecting sales.
D)IMC campaigns may stimulate inquiries and product trials.
E)The principle job of IMC is to close sales.
Q2) According to the _____ method of developing an IMC budget, when a new brand is introduced, the budget for the first two years should be about one and a half times the brand's targeted share of the market in two years.
A)empirical research
B)share of market/share of voice
C)competitive parity
D)percentage of sales
E)percentage of profit
Q3) When developing an IMC budget, an IMC focus helps to remind us that advertising is just one component of IMC.
A)True
B)False
Q4) What are the functions of a marketing plan?
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Chapter 9: Planning Media Strategy: Disseminating the
Message Part Three: Creating Advertisements and Commercials
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Sample Questions
Q1) The _____ of a media vehicle refers to the price of exposing the message to the target audience rather than to the total circulation.
A)share of voice
B)percentage of sales
C)cost efficiency
D)exposure value
E)attention value
Q2) Briefly describe audience objectives.
Q3) The _____ describes how the advertiser will achieve its stated media objectives.
A)communications plan
B)media mission
C)organizational plan
D)media strategy
E)media execution
Q4) What are the reasons for media planners to use a mixed-media approach?
Q5) Familiarity with the advertiser's campaign always affects motivation significantly but attention very little.
A)True
B)False Page 12
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) The goal of brainstorming is to eliminate "wrong" ideas.
A)True
B)False
Q2) The creative brief serves as the creative team's guide for writing and producing the campaign.
A)True
B)False
Q3) The purpose of the final step of the creative pyramid, ____, is to motivate people to do something-send in a coupon, visit a Web site, visit the store-or at least to agree with the advertiser.
A)conviction
B)desire
C)action
D)credibility
E)interest
Q4) Briefly describe the composition of a creative team.
Q5) Attention is the first objective of any ad and the fundamental building block in the creative pyramid.
A)True
B)False
Page 14
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Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) In a(n) _____ commercial format, a radio or TV announcer delivers the sales message. It is adaptable to almost any product or situation.
A)demonstration
B)testimonial
C)musical
D)animated
E)straight announcement
Q2) A company ran an ad which showed environmental experts praising the corporate social initiatives taken up by it. The ad encouraged readers to visit its website to learn how they could help save the environment. Which of the following copy styles was used to describe the company's efforts to help preserve the environment?
A)Straight-sell copy
B)Institutional copy
C)Dialogue copy
D)Picture-caption copy
E)Device copy
Q3) How can information provided on a website be concise and comprehensive at once?
Q4) Describe a comprehensive layout.
Q5) Briefly describe the ways of writing effectively for websites.
Page 15
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Chapter 12: Print, Electronic, and Digital Media Production
Part Four: Using Advertising Media
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Q1) The process of converting a script or storyboard into a finished commercial for use on radio, TV, or digital media is known as _____.
A)electronic production
B)digital mixing
C)multimedia composition
D)art production
E)creative design
Q2) In radio commercial production, a(n) _____ refers to the central "switchboard" for controlling the sounds and channeling them to the appropriate recording devices.
A)dub
B)dupe
C)master tape
D)audio console
E)animation
Q3) The soundtrack of a TV commercial is always recorded in advance to ensure that the commercial is very short.
A)True
B)False
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Chapter 13: Using Print Media
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Sample Questions
Q1) A date that affects magazine purchases is the _____ date that refers to the date the magazine is actually issued
A)publication
B)cover
C)closing
D)press
E)on-sale
Q2) Magazines allow an advertiser to reach a particular target audience with a high-quality presentation.
A)True
B)False
Q3) In a magazine, second and third cover rates typically cost less than the fourth cover.
A)True B)False
Q4) Briefly describe bleed pages in the context of magazine advertising.
Q5) Describe any six benefits an advertiser can receive by advertising in newspapers.
Q6) What are the three dates that affect magazine purchases?
Q7) Describe the standard-size newspaper format.
Page 17
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Chapter 14: Using Electronic Media: Television and Radio
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Sample Questions
Q1) A local car dealership agreed to pay preemption rates for ads to be run during the local evening news. This means that:
A)the dealer's ads would be run at the same time until the contract expired.
B)the dealer chose to buy a one-time-only spot break.
C)the dealer's ads may not run if another advertiser was willing to pay more.
D)the local station will offer makegoods if the ads are not run during the desired time.
E)no other car dealership ads will be run during the evening news.
Q2) Explain the process of selecting programs for buys.
Q3) _____ refer(s) to the sale of programs on a station-by-station, market-by-market basis.
A)Makegoods
B)Syndication
C)Dayparts
D)Spot announcement Ss
E)Participation basis
Q4) Television is strictly a mass advertising medium; it cannot be used as a highly selective niche medium.
A)True
B)False
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising.
A)True
B)False
Q2) What is viral marketing?
Q3) Software using HTTP interacts with _____, which are small pieces of valuable information that get stored in Web browsers when one loads certain Web sites.
A)worms
B)Trojans
C)cookies
D)viruses
E)digital signatures
Q4) Which of the following most effectively enables one to compare the Internet's advertising effectiveness to other media?
A)Trojans
B)Click rates
C)Landing pages
D)Digital signatures
E)Worms
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Page 19
Chapter 16: Using Out-Of-Home, Exhibitive, and
Supplementary Media Part Five: Integrating Advertising
With Other Elements of Imc
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Sample Questions
Q1) A company's trade-show effort may be wasted if prospects' names are not collected and organized properly.
A)True
B)False
Q2) Advertisers may also buy space on _____, generally for periods of 30 days, to display internally illuminated, two-sided posters positioned on the roofs.
A)terminal posters
B)inside cards
C)brand trains
D)basic bus
E)taxicab exteriors
Q3) Exhibitive media is a cross between traditional billboards and transit advertising.
A)True
B)False
Q4) Inside cards, a type of transit advertising, are printed on high-grade cardboard and often varnished for weather resistance.
A)True
B)False
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Chapter 17: Introducing Social Media
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Sample Questions
Q1) Listening tools are very beneficial in understanding what's going on in the blogosphere.
A)True
B)False
Q2) Typically blogs are personal in nature.
A)True
B)False
Q3) _____ is the act of self-classification with key words that make content easier to search for and therefore find.
A)Posting
B)Tagging
C)Poking
D)Trending
E)Pinging
Q4) Explain marketing research online communities (MROCs) with a suitable example.
Q5) Social media are one-size-fits-all marketing tools.
A)True
B)False
Q6) Explain word of mouth (WOM) as a form of brand communication.
Q7) Define social media.
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Chapter 18: Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
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Sample Questions
Q1) Telemarketing is a major source of income for many companies and organizations. List two advantages telemarketing provides companies.
Q2) Rented lists can be used without limit, for several mailings.
A)True
B)False
Q3) The kind of advertising direct marketers use is called direct-response advertising. This is because:
A)it is restricted to direct-mail advertising.
B)responses from prospective customers cannot be tallied.
C)advertising is limited to requests for information.
D)it allows manufacturers to make trade deals directly with retailers.
E)direct marketing efforts are aimed at stimulating action from the customer.
Q4) Letter shops stuff and seal envelopes, affix labels, and calculate postage on a cost-per-thousand basis.
A)True
B)False
Q5) Why is database marketing a widely adopted marketing method?
Q6) What is a premium? Why do marketers offer premiums?
Q7) What is a sweepstake?
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Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue
Repositioning a Brand
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Q1) The Ambrosian Camping Association (ACA) used a _____ to inform the media and general public about an upcoming camping event. According to the ACA, this new camping event will present the camp community a place of safety, tolerance, acceptance, and peace. The document was distributed to leading newspapers, broadcasters, and major media houses across the country.
A)house list
B)house organ
C)press bulletin
D)compiled list
E)press release
Q2) A drawback of sponsorships is that:
A)it is difficult to evaluate the effectiveness of a particular sponsorship.
B)it does not help enhance a company's public image.
C)it is not approved by the public.
D)it does not have the ability to involve customers and prospects.
E)its access to customers is cluttered by competition, irrespective of the venue of an event.
Q3) What is press agentry?
Q4) What is community involvement? Describe.
Q5) What role do photos play as a public relations tool? Page 23
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