Question 1

In an attempt to show your customers how your product can be used, you decide to broadcast a real-time video through Vimeo to your followers via the Internet. This branded content approach is referred to as

Accepted Answer

A)  broadcasting.
B)  live streaming.
C)  social streaming.
D)  podcasting.
E)  social sharing.

Question 2

The complexity of ________ have/has led companies to guard them as patented industry secrets.

Accepted Answer

A)  ranking algorithms
B)  sentiment mining
C)  organic search results
D)  user-generated content
E)  wireframes

Question 3

Internet-based applications that enable users to create their own content and share it with others who access these sites are referred to as

Accepted Answer

A)  managed content.
B)  expert content.
C)  social media.
D)  branded content.
E)  digital media.

Question 4

As customer brand engagement grows, the customers' expectations with respect to greater brand transparency lessens.

Accepted Answer

A) True 
 B)False

Question 5

How do marketers address the concerns relating to e-mail marketing spam?

Accepted Answer

A)  They send the same e-mail messages to everyone.
B)  They send product information only to customers who "opt-in."
C)  They make sure customers know their privacy policy.
D)  They make it easy for customers to subscribe to e-mail messages.
E)  They post the same e-mail information on their website for those that might not have received it.

Question 6

What innovation in the early 20th century started a new age of communication?

Accepted Answer

A)  the distribution of newspapers across state lines
B)  the introduction of the Internet
C)  the introduction of broadcast radio and TV
D)  the introduction of mass-scale printing capabilities
E)  the introduction of print advertisements in magazines

Question 7

Publicity gained through editorial influence or by grassroots actions are termed ________ media.

Accepted Answer

The answer of Publicity gained through editorial influence or by...

Question 8

The process of getting more traffic based on higher ranking of free or "organic" search results on search engines is referred to as

Accepted Answer

A)  organic keyword search.
B)  search engine marketing.
C)  search engine optimization.
D)  digital target marketing.
E)  content marketing.

Question 9

In today's era of media noise, how can marketers break through the clutter to reach their audience?

Accepted Answer

A)  by increasing the communications budget
B)  by producing messages that are relevant to each individual consumer
C)  by inundating the market with advertising
D)  by producing messages that display the brand most creatively
E)  by producing messages that are the most visible to consumers

Question 10

What location-based app serves as a combination of social network and crowd-sourced traffic map, allowing drivers to report traffic conditions and incidents and share them in a living map to the benefit of all?

Accepted Answer

A)  Drive Up
B)  Swarm
C)  Waze
D)  Foursquare
E)  Drive Time

Question 11

Expert content is also referred to as

Accepted Answer

A)  primary media.
B)  earned media.
C)  branded content.
D)  a white paper.
E)  unbiased content.

Question 12

Social media marketing ________ provide data visualizations that illustrate performance over time across a range of measures.

Accepted Answer

A)  wireframes
B)  vehicles
C)  websites
D)  dashboards
E)  platforms

Question 13

Recent neuromarketing research shows that animated videos are particularly effective in "hijacking" consumers' attention systems and help to make content more memorable.

Accepted Answer

A) True 
 B)False

Question 14

Blog posts, white papers, research reports, infographics or any other content that a brand produces for itself is referred to as ________ content.

Accepted Answer

The answer of Blog posts, white papers, research reports, infographics...

Question 15

The essence of ________ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.

Accepted Answer

A)  content
B)  search
C)  mobile
D)  digital
E)  social media

Question 16

Why are marketing organizations committing increasing percentages of their resources to social media marketing?

Accepted Answer

A)  because people are spending more time on social media platforms
B)  because social media marketing requires less staff resources than other forms of marketing
C)  because social media marketing is easier to manage than traditional forms of marketing
D)  because social media marketing is a fad that will not last very long
E)  because people don't pay attention to traditional forms of advertising

Question 17

The most popular paid search platform used by search marketers is

Accepted Answer

A)  Firefox AdWords.
B)  Google AdWords.
C)  Yahoo Ads.
D)  Bing Ads.
E)  AOL Ads.

Question 18

A concise yet authoritative report that helps readers understand an issue, solve a problem, or make a decision is referred to as a white paper.

Accepted Answer

A) True 
 B)False

Question 19

Christy was excited to purchase a Bluetooth wireless speaker. She brought her purchase home and is now using it for the first time. What acronym represents where Christy is at in the purchase process?

Accepted Answer

A)  ZMOT
B)  SMOT
C)  FOMO
D)  FMOT
E)  YOLO

Question 20

In order to provide consistently relevant and valuable marketing content, marketers must provide consumers with content that is all of the following except

Accepted Answer

A)  entertaining.
B)  useful.
C)  repetitive.
D)  engaging.
E)  informative.

Exam 13: Digital and Social Media Marketing

Recent neuromarketing research shows that animated videos are particularly effective in "hijacking" consumers' attention systems and help to make content more memorable.

Correct AnswerverifiedShow Answer

The essence of ________ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.

Correct AnswerverifiedShow Answer

The process of getting more traffic based on higher ranking of free or "organic" search results on search engines is referred to as

Correct AnswerverifiedShow Answer

Expert content is also referred to as

Correct AnswerverifiedShow Answer

In order to provide consistently relevant and valuable marketing content, marketers must provide consumers with content that is all of the following except

Correct AnswerverifiedShow Answer

As customer brand engagement grows, the customers' expectations with respect to greater brand transparency lessens.

Correct AnswerverifiedShow Answer

In an attempt to show your customers how your product can be used, you decide to broadcast a real-time video through Vimeo to your followers via the Internet. This branded content approach is referred to as

Correct AnswerverifiedShow Answer

How do marketers address the concerns relating to e-mail marketing spam?

Correct AnswerverifiedShow Answer

Social media marketing ________ provide data visualizations that illustrate performance over time across a range of measures.

Correct AnswerverifiedShow Answer

Publicity gained through editorial influence or by grassroots actions are termed ________ media.

Correct AnswerverifiedShow Answer

Internet-based applications that enable users to create their own content and share it with others who access these sites are referred to as

Correct AnswerverifiedShow Answer

In today's era of media noise, how can marketers break through the clutter to reach their audience?

Correct AnswerverifiedShow Answer

Christy was excited to purchase a Bluetooth wireless speaker. She brought her purchase home and is now using it for the first time. What acronym represents where Christy is at in the purchase process?

Correct AnswerverifiedShow Answer

What innovation in the early 20th century started a new age of communication?

Correct AnswerverifiedShow Answer

The complexity of ________ have/has led companies to guard them as patented industry secrets.

Correct AnswerverifiedShow Answer

What location-based app serves as a combination of social network and crowd-sourced traffic map, allowing drivers to report traffic conditions and incidents and share them in a living map to the benefit of all?

Correct AnswerverifiedShow Answer

Blog posts, white papers, research reports, infographics or any other content that a brand produces for itself is referred to as ________ content.

Correct AnswerverifiedShow Answer

A concise yet authoritative report that helps readers understand an issue, solve a problem, or make a decision is referred to as a white paper.

Correct AnswerverifiedShow Answer

The most popular paid search platform used by search marketers is

Correct AnswerverifiedShow Answer

Why are marketing organizations committing increasing percentages of their resources to social media marketing?

Correct AnswerverifiedShow Answer

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