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The social media management dashboard that allows marketing managers to submit messages to social media on a scheduled basis and also collect and analyze data from social media is called


A) Tactical Y.
B) Hootsuite.
C) T-Strategic.
D) Operate M.
E) AnalyticK.

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When a firm considers the keywords used by target customers in Internet searches and designs a website so that it ranks high in a search engine's unpaid results,it is called


A) a search engine query.
B) online search regularization.
C) product optimization.
D) process regularization.
E) search engine optimization.

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On which of the five major social media platforms do customers average the LEAST time per day?


A) Twitter
B) Instagram
C) LinkedIn
D) Pinterest
E) Facebook

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How does earned media create challenges for a company or brand?


A) The promotional messages posted are not considered trusted information sources.
B) The promotional messages created by customers are out of a marketing manager's control.
C) Earned media does not help a firm attract a potentially large audience.
D) Earned media lets customers easily avoid company-generated messages.
E) Earned media attracts customers to websites.

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The Facebook-like site VK (formerly VKontakte)is available in many languages but is especially popular among Chinese users.

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Which of the following statements about Pinterest is true?


A) About three-quarters of Pinterest users are female.
B) It is frequently used only by younger people,with no appeal for older age groups.
C) It is growing faster than all other social media platforms.
D) It does not insist on registration for sharing ideas and images.
E) About 55 percent of the U.S.population used it in 2016.

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What percentage of customers trust online video ads as credible sources of buying information?


A) 17 percent
B) 48 percent
C) 29 percent
D) 57 percent
E) 68 percent

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Which of the following media types is seen as having high message control,more precise targeting,and the potential to target a large number of customers?


A) owned media
B) paid media
C) defined media
D) earned media
E) indirect media

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When an independent journalist writes a movie review for a magazine,the review represents ________ media.


A) earned
B) indirect
C) owned
D) defined
E) paid

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After noticing promotional offers of his favorite brand on its website,Ryan passes the link of the website to his friends via e-mail.This results in the message spreading quickly far and wide-especially after many of his friends forward it to others.In this scenario,which approach is involved in spreading the brand?


A) branded service
B) viral promotion
C) case study
D) white paper
E) referral program

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Owned media requires resources to manage and maintain.

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When a customer makes a recommendation for (or against) a specific brand to another customer,it is called a(n)


A) branded service.
B) reminder.
C) must-buy.
D) informative transaction.
E) pass-along.

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QT Corp.,a reputed courier service firm,publishes a success story about how it helped a needy customer in a flood-affected area by delivering his medicines parcel on time.The customer expressed his satisfaction with the timely service.Which type of owned media was adopted by QT Corp.in this scenario?


A) landing page
B) blog
C) brand community
D) case study
E) branded app

Correct Answer

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Which major social media platform was LEAST popular in the United States in 2016 among users older than 65 years?


A) Instagram
B) LinkedIn
C) Pinterest
D) Twitter
E) Facebook

Correct Answer

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What is the most likely role of a public relations (PR) group in product promotion?


A) A PR group can act as a member of a brand community.
B) A PR group can design the product page of a firm.
C) A PR group may target customers by using blogs of a firm.
D) A PR group may design ads to drive customers to relevant landing pages.
E) A PR group can develop promotional materials specifically designed for the media.

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What does it mean if a company's website has a high bounce rate?


A) Potential customers who click on their ad are only visiting the company's home page.
B) Potential customers are not clicking on their ad and are instead clicking on the ads of their competitors.
C) Potential customers are clicking on their ad and the company's website is holding their interest enough for them to explore other page links.
D) The company's website ranks high in a search engine's unpaid results.
E) The company has successfully engaged customers to pass along information to other potential customers.

Correct Answer

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The Chinese site that is considered a hybrid of Twitter and Facebook and has more than 500 million users is


A) Sina Weibo.
B) Vimeo.
C) Digg.
D) PQ.
E) Scribd.

Correct Answer

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An Apple customer tells a friend how much she likes her new iPhone.What type of consumer communication is this?


A) must-buy
B) reminder
C) pass-along
D) pioneering
E) informative

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Though earned media is not a trusted source of information,it can easily be measured and targeted.

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Twitter is a social networking microblogging service that allows registered users to send out short messages called "tweets."

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