Marketing Final Exam

Media strategy implement measurement tools to

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Unformatted text preview: a platform to generate buzz about the brand identify potential consumers decide which tools and platforms to use as part of its social media strategy implement measurement tools to determine the benefits of social media ANS: A These objectives must be developed with a clear understanding of how social media changes the communication dynamic with and for customers. PTS: 1 REF: 356 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity Comprehension TOP: AACSB Reflective MSC: BLOOMS 17. To gain trust in the social media environment, a brand should: a. avoid “fun” online content, as that tends b. c. d. e. to trivialize the brand in the eyes of consumers fill its Web site with numerous links and cram as much information as possible onto each Web page give customers quick access to the information they came for rarely change its online content, because most customers like stability create a “safe” look for its Web site and avoid contemporary design trends ANS: C Web sites should be easy to navigate and give customers quick access to the information they came for. Online content should be up to date, easy to understand, and valuable. A fun, interactive, and contemporary Web site will usually be well received. PTS: 1 REF: 356 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion Comprehension TOP: AACSB Reflective MSC: BLOOMS 18. Although hundreds of metrics have been developed to measure social media’s value, these metrics are meaningless unless they are: a. b. c. d. e. considered separately from ROI used to predict specific consumer behavior tied to key performance indicators modeled along the lines of traditional measurements of media effectiveness built on the raw numbers of followers a brand has accumulated ANS: C Without context, measurements are meaningless. PTS: 1 REF: 357 OBJ: 22-3 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity Comprehension TOP: AACSB Reflective MSC: BLOOMS 19. Sunlight Bakery wants to determine the conversion rate of its Facebook friends. To accomplish this, the bakery should use: a. b. c. d. e. social media monitoring public relations measurement a social CRM system a listening platform with a large staff dedicated to the client social media measurement ANS: E Social media measurement can determine, for example, the conversion rate of Facebook friends. Tools include Google Analytics, SocialMention, Twinfluence, and Klout. PTS: 1 REF: 357 OBJ: 22-3 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 20. Bethany follows several blogs every day and checks into YouTube frequently to watch the latest videos. She doesn’t have her own Web site, and she almost never makes any comments on the sites she visits; she just enjoys reading and watching. Bethany would best be characterized as which type of social media user? a. Creator b. Spectator c. Collector d. Joiner e. Inactive ANS: B Spectators read blogs, listen to po...
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