Advertising and Promotion Final
Test Solutions
Course Introduction
Advertising and Promotion explores the principles, strategies, and practices involved in creating and delivering effective marketing communications. The course examines the roles of advertising and promotional tools within the broader framework of integrated marketing communications, focusing on planning, message development, media selection, and campaign management. Students will analyze real-world cases, learn about target audience identification, and evaluate the impact of digital technologies in the evolving advertising landscape. Emphasis is placed on ethical considerations, measuring effectiveness, and the creative process, preparing students to design and implement advertising and promotional strategies that achieve organizational objectives.
Recommended Textbook
Social Media Marketing 3rd Edition by
Tracy L. Tuten
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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 of the following best describes a social publishing site,such as a blog?
A)Operates like an online new source for which readers can share information,create discussions,and learn about a narrow range of topics.
B)Information can only be maintained by journalists or specific organizations.
C)Operates like an online new source for which readers can share information,create discussions,and learn about a wide range of topics.
D)Content is limited to text,graphics and video.
E)None of these.
Answer: C
Q2) Which of the following best completes the statement,'A ______ is a group of consumers once considered too small and inaccessible for marketers to pursue.Marketers are now able to offer ______ products that appeal to small,specialized groups or people.' ?
A)Niche market,niche.
B)Micromarket,specialized.
C)Niche market,specialized.
D)Micromarket,personalized.
E)Micromarket,niche.
Answer: E
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Page 3
Chapter 2: Social Consumers
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Sample Questions
Q1) Which type of impulse represents participation in social media as a way to 'pay it forward'?
A)Personal utility.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.
Answer: B
Q2) Which of the following are characterized by a low level of both creation and consumption,and are considered passive users with short attention spans?
A)Attention seekers.
B)Devotees.
C)Entertainment chasers.
D)Connection seekers.
E)Spectators.
Answer: C
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Chapter 3: Network Structure and Group Influences in Social Media
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Sample Questions
Q1) Elizabeth knows and communicates with many more people than Tom.Malcolm Gladwell identifies Elizabeth as which of the following?
A)Maven.
B)Connector.
C)Salesman.
D)Core tie.
E)Weak tie.
Answer: B
Q2) When tasks are completed collaboratively by a large group of people such that the resulting value far exceeds that which could have been contributed by any single participant,this is called ______.
A)Crowdsourcing.
B)Crowdculture.
C)Intentional social action.
D)Participation.
E)None of these.
Answer: A
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Page 5
Chapter 4: Social Media Marketing Strategy
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Sample Questions
Q1) Which of the following encompasses the three tiers of strategic planning,from beginning to end?
A)Product level,promotion level,and distribution areas.
B)Business level,functional areas,and corporate level.
C)Promotion level,distribution areas,and product level.
D)Corporate level,business level,and functional areas.
E)Distribution areas,product level,and promotion level.
Q2) Which of the following completes the sentence,'The target audience's ________ will include the market's social activities and styles,such as their level of social media participation,the channels they utilize and the communities in which they are active,and their behavior in social communities'?
A)demographics
B)social profile
C)social media lifestyle
D)geodemographics
E)psychographics
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Chapter 5: Tactical Planning Execution
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Sample Questions
Q1) Which of the following best completes the sentence 'The size of the ______ and the ______ available for social media marketing will influence the number of channels,the types of content,the sources of content,and the volume and frequency of distribution and promotion of content.?
A)Channel audience,team.
B)Channel audience,budget.
C)Social media team,channel audience.
D)Social media team,budget.
E)None of these.
Q2) Which type of content is most likely to be used for live event activation,event activation,or contest activation?
A)Hygiene content.
B)Hub content.
C)Evergreen content.
D)Hero content.
E)None of these.
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Chapter 6: Social Community
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Sample Questions
Q1) Gallaugher & Ransbotham's 3M Model of social media dialogue management is useful for conceptualizing approaches to which of the following?
A)Firm generated content (FGC).
B)Public relations crises.
C)User generated content (UGC).
D)Social data management.
E)None of these.
Q2) Which of the following describes the Social Community Zone?
A)It can be thought of as the 'relationship zone'.
B)Key activities include collaboration and conversation.
C)Social networks focus on acquiring and maintaining relationships.
D)We often converse and collaborate around content.
E)All of these.
Q3) Which of the following is not a way that paid ads in social media can be targeted?
A)Distribution segmentation.
B)Geographic segmentation.
C)Demographic segmentation.
D)Psychographics.
E)Behavioral targeting.
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Page 8
Chapter 7: Social Publishing
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Sample Questions
Q1) Flagship content is also referred to as what?
A)Pillar content.
B)Evergreen content.
C)Original content.
D)Compounding content.
E)None of these.
Q2) Content can also be categorized according to functional orientation,topic breadth,and topic temporality.Content that helps the viewer by explaining important information,providing instructions,or giving advice is referred to as what?
A)Tactical.
B)Abstract.
C)Evergreen.
D)Terminable.
E)None of these.
Q3) Which of the following best describes a resource hook?
A)Content written with the intent to be helpful to the target audience.
B)Refutes some accepted belief.
C)Is designed to show that the content will entertain.
D)Promises something for free.
E)Offers a claim about something of interest.
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Chapter 8: Social Entertainment
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Sample Questions
Q1) Why do brands turn to social entertainment?
A)Social entertainment can reach audiences where and when they are spending time,in a context that enables frequent engagement with the brand message.
B)While traditional advertising is sometimes thought of as irritating,people find value in brand integrations with entertainment.
C)All forms of social entertainment,whether branded or not,provide for a more immersive and longer-lasting experience with the brand.
D)All of these.
E)None of these.
Q2) 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)Achievement badge.
C)Dark ad.
D)Transactional ad.
E)Product placement.
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10
Chapter 9: Social Commerce
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Sample Questions
Q1) Social commerce is a subset of which of the following?
A)Social entertainment.
B)E-commerce.
C)Online communities.
D)Social publishing.
E)Consumer-solicited media.
Q2) What type influence is being used when car dealerships advertise that they are the #1 dealer in the area?
A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.
Q3) Which form of recommendation enables users to share a more personal story about their experience,possibly as a video endorsement?
A)Recommendation indicators.
B)Share tools.
C)Testimonials.
D)Pick lists.
E)Popularity filters.
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Chapter 10: Social Media Analytics
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Sample Questions
Q1) Which of the following recommendations is not a good use of netnography?
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.
Q2) Which of the following refers to a research methodology that adapts ethnographic research techniques to study the communities that emerge through computer-mediated communications?
A)Survey research.
B)Observational research.
C)Ethnographic research.
D)Sentiment research.
E)Netnography research.
Q3) 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.
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Chapter 11: Social Media Metrics
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Sample Questions
Q1) Which of the following terms measures the actions an organization takes relative to social media?
A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.
Q2) Which of the following is an insight tool,built to provide intuitive navigation through the KPIs and visualization of data?
A)Assessment summary.
B)Social media performance dashboard.
C)KPI tracker.
D)Brand effectiveness model.
E)None of these.
Q3) 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.
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