Which of the following best defines social media?
a. It involves writing articles related to business and publishing them online on syndicated article sites.
b. It consists of developing a website or placing banner advertisements on other web sites.
c. It is a group of Internet-based applications that allows for the creation and exchange of user-generated content.
d. It is a system of Internet servers that support specially formatted documents.
Question 2Advertisements that are not consistent with the values of people, a society, or a culture are likely to stand out, demand attention, and be remembered and accepted.
a. True
b. False
Indicate whether the statement is true or false
Question 3Once ___________ fluctuations in demand are uncovered and understood, appropriate demand balancing service strategies can be developed.
Fill in the blank(s) with correct word
Question 4Which of the following is true of paid media?
a. It leverages a call to action to like brands on social media sites.
b. They are advertisements that can be purchased on a social network or other digital platforms.
c. It is the incremental exposure that a brand earns through viral engagement and interactions with the brand.
d. They are brand assets or objects created within social networks by an organization.
Question 5Viewing consumers as social beings allows advertisers to focus on the attitudes they have toward brands, which are much more important than the meanings they associate with brands.
a. True
b. False
Indicate whether the statement is true or false
Question 6___________ fluctuations in demand occur without warning and cannot be easily managed.
Fill in the blank(s) with correct word
Question 7___________ brand. media is the incremental exposure that a brand earns through viral engagement and interactions with the
a. Paid
b. Owned
c. Hyper
d. Earned
Question 8Advertising clutter derives from the context in which ads are processed.
a. True
b. False
Indicate whether the statement is true or false
Question 9The __________ perspective on strategic innovation offers a variety of ideas for creating innovative value monopolies.
Fill in the blank(s) with correct word
Question 10Which of the following is true of Web 2.0?
a. It depends on mass collaboration as individuals simultaneously create value for themselves and others.
b. It involves one-way messaging and online information retrieval.
c. It cannot be used for addressing consumers during crisis management.
d. It ignores consumer privacy and people feel unsafe in sharing information on the Internet.
Question 11Without customer attention, there is no chance that an advertiser's message will have its desired impact.
a. True
b. False
Indicate whether the statement is true or false
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