Social media marketing campaigns:
a. can be designed to go viral.
b. need to be developed with a specific target market in mind.
c. are impossible to measure.
d. are series of random activities.
Question 2Which of the following terms might be specifically defined as corporate philanthropy based on profit-motivated giving?
a. sponsorship marketing
b. public relations
c. cause-related marketing
d. event marketing
e. do-good marketing
Question 3In order to use a table of random numbers to draw a simple random sample, the researcher must
a. serially number the sample elements.
b. specify the parent population distribution.
c. calculate the population variance.
d. serially number the population elements.
e. assume that the central-limit theorem holds for the population in question.
Question 4It is important for marketers to follow the eyeballs because:
a. marketers need their content to be placed in media that customers frequent.
b. advertisers are looking for media that reach target markets.
c. marketers should place ads where their customers go for entertainment.
d. All of these are correct.
Question 5Which of the following is a metric used to measure sponsorship effectiveness?
a. Tracking sales volume following an event.
b. Counting the number of samples or coupons that were distributed.
c. Measuring changes in brand awareness and brand image.
d. Determining how many hits to the brand's Web site occurred post-event.
e. All of the above.
Question 6Both a and b are correct.Which of the following is needed before a confidence interval can be established for a population mean?
a. A confidence level
b. A point estimate of the population mean
c. An estimate of the sampling error associated with the sample mean
d. All of these are correct.
e. Both a and b are correct.
Question 7Existing social networks are:
a. exclusively for consumers.
b. used by both consumers and business people.
c. experiencing slowing growth.
d. used mostly by nonmobile users.
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