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Exam 16: Publicity: Promotion Using Earned Media, Owned Media, and Social Media

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Question 31

Multiple Choice

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Which of the following statements is true about Hootsuite?

A) It supports marketing managers' ability to submit messages to social media on a scheduled basis.
B) It offers a free white paper without any link to other online readings.
C) It is growing slower in the United States than in other countries.
D) It offers a white paper that overly promotes Hootsuite.
E) It discourages collecting customer information from social media.

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Question 32

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A recent study of Internet consumers from 60 countries found that more people trusted ads on TV than ads on social networks.

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Question 33

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Pinterest allows its registered users to organize ideas and images they find online into online bulletin boards called pinboards.

What is the disadvantage of owned media?

E-books and white papers are most successful when,in addition to describing and solving a problem of customers,they promote a particular company's products.

Which fast-growing photo/video messaging app is still experimenting with ways to reach its young users,60 percent of them under age 25,with commercial content?

NewLine,a reputed clothing store,shows its latest collection for women on Twitter and attracts young customers.Which type of content is delivered by Twitter in this scenario?

Companies can develop a reputation as a trusted industry expert by posting news,white papers,and reports using LinkedIn.

Online companies prefer to use referral programs,as giving and receiving referrals over the Internet are considered cost effective and simple.

Which of the following is true regarding media placement costs on social media?

An authoritative report or guide that addresses important issues in an industry and offers solutions is called a

Marketing automation software is used to automatically place ads on Facebook after groups of target customers visit the site.

Branded services are usually free or low cost and offer target customers benefits that leave a positive impression about a company.

As the influential message sources of earned media are outside the control of a marketing manager,the messages may be negative toward the brand.

Google+ is very large,with a more engaged user base than other social media networks.

When Jane,a customer of KK Kids store,makes a purchase and shares valuable information about the products of the store through her Facebook posts,the type of publicity involved is earned media.

KZone is a social networking website in China that is kind of a combination of Twitter and Facebook.

When a brand introduces a product with exciting new features in a market and draws huge attention among customers,which of the characteristics of Jonah Berger's STEPPS is represented?

When a firm publishes success stories about how it helped another customer in addressing an issue,the type of owned media involved is called

What is significant about the service of Twitter?