Why was Snapchat initially attractive to advertisers?
a. Images disappeared.
b. Families joined.
c. It had a younger demographic.
d. It had a video chat feature.
e. It had few, specialized ways to earn revenue.
Question 2Research has demonstrated that brand names that include _____ convey attribute qualities such as smallness, lightness, mildness, thinness, femininity, weakness, and prettiness.
a. consonants
b. front vowels
c. back vowels
d. short vowels
e. long vowels
Question 3Which of the following is the most successful, organic social media campaign in history?
a. Pepsi's Refresh
b. Blendtec's Will It Blend?
c. National Geographic's Remembering 9/11
d. ALS Ice Bucket Challenge
e. UPS Your Wishes Delivered: Driver for a Day
Question 4Individual sounds, called phonemes, provide meaning about a brand through a process of _____.
a. sound symbolism
b. morphing
c. encoding specificity
d. sound morphing
e. telephony
Question 5Which of the following do successful social media campaigns have in common?
a. integration with other IMC elements
b. humor
c. focus on an individual
d. addressing a social or medical issue
e. use of stereotypes
Question 6Compaq, Acura, and Lexus are names created from _____, which are the semantic kernels of words.
a. adverbs
b. phonemes
c. synonyms
d. morphemes
e. compounds
Question 7Which of the following has become a serious problem for Twitter?
a. high number of MAUs
b. low number of DAUs
c. strong ad growth
d. strong audience growth
e. celebrity users
Question 8_____ brand names are those that imply particular attributes or benefits in the context of a product category.
a. Objective
b. Subjective
c. Implicit
d. Symbolic
e. Suggestive
Question 9Which of the following has the most effect on the popularity of tweets about brands on Twitter?
a. personal pronouns
b. names of people
c. all verbs
d. names of celebrities
e. music
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