Question 1

More U.S. advertising dollars are spent on digital than television ads.

Accepted Answer

According to eMarketer's latest estimates, in 2020, digital ad spending in the U.S. surpasses traditional TV ad spending for the first time.

Question 2

Which of the following is NOT a component of the updated communication model?

Accepted Answer

The updated communication model emphasizes on two-way communication, where both organizations and consumers have the ability to communicate with each other. Option C, which suggests one-way communication from organizations to consumers, is not a component of the updated communication model.

Question 3

Which of the following identifies a difference between Twitter and Facebook?

Accepted Answer

Twitter is largely a broadcast medium where users can post short messages to a large audience, whereas Facebook is more focused on building connections and facilitating communication between individuals or groups. While both platforms allow for the sharing of information and media, Twitter's emphasis on broadcasting makes it distinct from Facebook's more social orientation.

Question 4

Which of the following is the most popular of all social networking sites?

Accepted Answer

As of 2021, Facebook has over 2.8 billion monthly active users, making it the most popular social networking site in the world. While other social media platforms have gained popularity in recent years, none have surpassed Facebook in terms of user base.

Question 5

Which of the following is a service that lets users post short text messages to followers who subscribe to their microblog?

Accepted Answer

Twitter is a microblogging platform where users can post short messages, known as tweets, which are visible to their followers.

Question 6

Today's consumers are increasingly getting information from one another rather than from the original source. This new communication landscape is referred to as ________.

Accepted Answer

The groundswell refers to the shift in which consumers are increasingly relying on each other for information and recommendations, rather than solely on traditional sources such as advertisements or the company's own marketing materials. This term was popularized by Charlene Li and Josh Bernoff in their book "Groundswell: Winning in a World Transformed by Social Technologies."

Question 7

An avatar is a ________.

Accepted Answer

An avatar is a graphic representation of a user, often used in online games, forums, or social media platforms to depict the user's identity. A is incorrect because it describes a website or platform that facilitates brand-consumer interaction, but not specifically related to avatars. B, C, and D are also incorrect as they do not relate to the definition of an avatar.

Question 8

Which of the following were designed to allow users to alert their friends of their exact whereabouts via their mobile phones?

Accepted Answer

Location-based social networks are the only option among the given choices that allow users to notify their friends of their exact location via their mobile phones. Virtual worlds and avatars are typically used for online gaming, while product review sites and social networking sites do not specifically focus on sharing location information.

Question 9

Happy customers are more likely to tell their friends about their pleasant customer experiences than unhappy customers are to tell their friends about their unpleasant customer experiences.

Accepted Answer

Research shows that unhappy customers are more likely to share their negative experiences with others compared to happy customers sharing positive experiences.

Question 10

The network of physical things, vehicles, devices, and buildings in which designers have embedded sensors, electronics, and network connectivity is called the ________.

Accepted Answer

The term "Internet of Things" (IoT) is used to describe this network of physical objects that have internet connectivity and the ability to exchange data without the need for human intervention.

Question 11

Which of the following is true of virtual worlds?

Accepted Answer

Virtual worlds such as Second Life and Minecraft have become a booming marketplace for virtual goods paid for with real money. This has led to the rise of virtual economies and even virtual jobs. The other options are not true of virtual worlds.

Question 12

A ________ is a loyal customer who works for a brand for free.

Accepted Answer

A brand ambassador is a loyal customer who promotes and represents a brand voluntarily without receiving compensation. They act as advocates for the brand and help to increase brand awareness and customer loyalty. A relationship manager is responsible for maintaining good relationships with clients, a stealth marketer is someone who promotes a brand without disclosing their affiliation, a public relations specialist manages a company's communication with the public, and a brand avatar is a fictional character used to represent a brand.

Question 13

Yelp and TripAdvisor are both examples of ________.

Accepted Answer

Yelp and TripAdvisor are both websites where users can leave and read reviews about businesses such as restaurants, hotels, and attractions. Therefore, they are examples of product review sites.

Question 14

The idea of buzz isn't really new, but the magnifying effect that technology has on the spread of buzz is new.

Accepted Answer

The statement accurately describes the role of technology in magnifying the spread of buzz.

Question 15

Viral marketing primarily uses which of the following communication channels?

Accepted Answer

Viral marketing primarily uses the Internet as a communication channel, utilizing social media platforms, email, and other digital channels to spread a message or campaign. While it is possible for viral marketing to use other channels such as billboards or print media, these are not the primary channels utilized in viral marketing.

Question 16

If you visit diamondsforever.com, you can design your own ring. This site, which is operated by Engaging Engagements, then allows you to email a picture of your ring to friends and relatives. This way, they can share in the excitement and be informed of the website's existence. Engaging Engagements is using ________.

Accepted Answer

Engaging Engagements is using buzz-building activities to promote its website and encourage customers to share their custom ring designs with friends and family.

Question 17

Facebook, Twitter, and virtual worlds are all examples of ________.

Accepted Answer

Facebook and Twitter are both social media platforms that allow users to connect and share content with others. Virtual worlds could also fall under the category of social media as they often involve users interacting with each other in a simulated environment.

Question 18

Which of the following refers to everyday people participating in marketing by sharing their opinions with their friends, neighbors, and acquaintances?

Accepted Answer

Buzz refers to the act of everyday people participating in marketing by sharing their opinions with their friends, neighbors, and acquaintances.

Question 19

A brand community can be created by marketers or can develop on its own among consumers.

Accepted Answer

A brand community can be deliberately created by marketers through various strategies such as social media campaigns, events, and online forums. However, it can also develop organically among consumers who share a common interest in a brand, product or service.

Question 20

A group of social network users who share an attachment to a specific product is called a(n) ________.

Accepted Answer

A brand community is a group of social network users who share an attachment to a specific product or brand. They engage with the brand and with each other, sharing information, experiences, and opinions related to the brand. The term "avatar" refers to a digital representation of oneself, while "virtual world" refers to a computer-simulated environment where users can interact with each other and with digital objects. "Groundswell" refers to a social trend where people use social media and other online channels to connect, collaborate, and share information, while "microblog" refers to a social media platform that allows users to post short messages or updates.

Quiz 14: Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations