Full Test Bank 2nd Edition Influencer Marketing Ch.8 - Digital Test Bank | Social Media for Strategic Communication 2e by Freberg by Karen Freberg. DOCX document preview.
Chapter 8: Influencer Marketing
Test Bank
Multiple Choice
1. A/An ______ is someone who has built an audience, naturally and over time, and who is viewed as an authority.
A. buyer
B. poser
C. influencer
D. blogger
Learning Objective: 8-1: Define influencer marketing.
Cognitive Domain: Knowledge
Answer Location: What Is an Influencer?
Difficulty Level: Easy
2. ______ marketing focuses on partnerships, whereas ______ marketing focuses on the action of persuading.
A. Influence; influencer
B. Influencer; influence
C. Brand; influencer
D. Influence; brand
Learning Objective: 8-1: Define influencer marketing.
Cognitive Domain: Comprehension
Answer Location: What Is an Influencer?
Difficulty Level: Medium
3. Influencers need to be strategic about the brands and partnerships with which they engage. What personality characteristic does this represent?
A. authenticity
B. experience
C. passion
D. engagement
Learning Objective: 8-1: Define influencer marketing.
Cognitive Domain: Comprehension
Answer Location: What Is an Influencer?
Difficulty Level: Medium
4. ______ influencers have a prominent status on social media, broad appeal, and are able to shape culture and industries.
A. Celebrity
B. Mega
C. Micro
D. Memers
Learning Objective: 8-2: Identify different types of influencers in social media.
Cognitive Domain: Comprehension
Answer Location: Types of Influencers
Difficulty Level: Medium
5. Some ______ accounts have fallen into disrepute because of their reputation for taking other people’s work and claiming it as their own.
A. creator
B. nano influencer
C. celebrity
D. meme
Learning Objective: 8-2: Identify different types of influencers in social media.
Cognitive Domain: Comprehension
Answer Location: Types of Influencers
Difficulty Level: Medium
6. Which group of influencers in the fastest growing?
A. kid
B. nano
C. virtual
D. creators
Learning Objective: 8-2: Identify different types of influencers in social media.
Cognitive Domain: Comprehension
Answer Location: Types of Influencers
Difficulty Level: Medium
7. Which federal agency has established a list of guidelines for influencers to follow?
A. the FTC
B. the SEC
C. the IRS
D. the Department of Justice
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Comprehension
Answer Location: Partnering With Influencers
Difficulty Level: Medium
8. What is one of the biggest challenges for influencer marketing?
A. conforming with FTC guidelines
B. overcoming negative associations that may occur after a failure
C. creating new content
D. getting an adequate number of followers
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Comprehension
Answer Location: Successes and Fails Using Influencers
Difficulty Level: Medium
9. “______” is the term used to describe cutting someone down out of the media or dismissing them.
A. Cancel culture
B. Anti-shippers
C. Boycotting
D. Virtue signaling
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Comprehension
Answer Location: Successes and Fails Using Influencers
Difficulty Level: Medium
10. A/An ______ focuses on the payment that an influencer expects.
A. media kit
B. fact sheet
C. rate card
D. influencer monitoring dashboard
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Comprehension
Answer Location: Steps in Creating and Launching an Influencer Campaign
Difficulty Level: Medium
11. What tool is used to track what the influencer has shared on social media and the designated metrics?
A. a rate card
B. a media toolkit
C. fact sheet
D. an influencer monitoring dashboard
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Comprehension
Answer Location: Steps in Creating and Launching an Influencer Campaign
Difficulty Level: Medium
12. Viral Nation, Open influence and Obviously are examples of: ______.
A. agencies that specialize in influencer relations
B. multichannel networks
C. influencer marketing partnership platforms
D. influencer blogs
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Comprehension
Answer Location: Steps in Creating and Launching an Influencer Campaign
Difficulty Level: Medium
13. What is the most popular method of compensation for influencers?
A. pay per click
B. pay per campaign
C. pay per acquisition
D. pay per post
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Comprehension
Answer Location: Steps in Creating and Launching an Influencer Campaign
Difficulty Level: Medium
14. Which of the following is a best practice for dealing with influencers?
A. hire the most prominent influencer that the campaign can afford
B. use bots to increase follower numbers
C. ensure that the influencer that is hired is relevant to the brand and targeted community
D. give the influencer complete creative freedom
Learning Objective: 8-4: Evaluate best practices of influencer marketing.
Cognitive Domain: Comprehension
Answer Location: Best Practices for Utilizing Influencers
Difficulty Level: Medium
15. Influencers must provide ______ to help them stay connected and relevant for their audiences.
A. more followers
B. insider information
C. vanity metrics
D. disclosures
Learning Objective: 8-4: Evaluate best practices of influencer marketing.
Cognitive Domain: Comprehension
Answer Location: Best Practices for Utilizing Influencers
Difficulty Level: Medium
True/False
1. Because an influencer has the trust of a community, they can persuade the audience to take a specific action.
Learning Objective: 8-1: Define influencer marketing.
Cognitive Domain: Knowledge
Answer Location: What Is an Influencer?
Difficulty Level: Easy
2. One issue with nano influencers is that they may come across as inauthentic or not part of the community.
Learning Objective: 8-2: Identify different types of influencers in social media.
Cognitive Domain: Comprehension
Answer Location: Types of Influencers
Difficulty Level: Medium
3. Most social media platforms, such as YouTube, enforce age minimums for influencers.
Learning Objective: 8-2: Identify different types of influencers in social media.
Cognitive Domain: Comprehension
Answer Location: Types of Influencers
Difficulty Level: Medium
4. The days in which influencers talk about how many followers they have without verified metrics to support their claims are over.
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Comprehension
Answer Location: Partnering With Influencers
Difficulty Level: Medium
5. The saying, “any publicity is good publicity” holds true for influencer marketing.
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Comprehension
Answer Location: Successes and Fails Using Influencers
Difficulty Level: Medium
Short Answer
1. How do influencers differ from third-party endorsers?
Learning Objective: 8-1: Define influencer marketing.
Cognitive Domain: Analysis
Answer Location: What Is an Influencer?
Difficulty Level: Hard
2. What are the four main personality traits that influencers need to have?
Learning Objective: 8-1: Define influencer marketing.
Cognitive Domain: Analysis
Answer Location: What Is an Influencer?
Difficulty Level: Hard
3. List three tactics that can lead to a successful influencer partnership.
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Analysis
Answer Location: Partnering With Influencers
Difficulty Level: Medium
4. Provide three examples of how brands have partnered with influencers effectively.
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Comprehension
Answer Location: Examples of Partnering With Influencers
Difficulty Level: Medium
5. Is it a good idea to use bots or other forms of artificial amplification to appear more influential than you really are?
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Analysis
Answer Location: Successes and Fails Using Influencers
Difficulty Level: Medium
Essay
1. Discuss the difference between influence marketing and influencing marketing.
Learning Objective: 8-1: Define influencer marketing.
Cognitive Domain: Analysis
Answer Location: What Is an Influencer?
Difficulty Level: Hard
2. How do creators differ from influencers? Is there any overlap between the two, and what type of platform would each tend to prefer?
Learning Objective: 8-1: Define influencer marketing.
Cognitive Domain: Analysis
Answer Location: What Is an Influencer?
Difficulty Level: Hard
3. Javon works in the social media department for his company, and he has been tasked with finding an influencer to spread brand awareness for the company’s latest product. Javon is thinking about focusing in on a group of microinfluencers. What would be some of the pros and cons of choosing an influencer from this group.
Learning Objective: 8-2: Identify different types of influencers in social media.
Cognitive Domain: Application
Answer Location: Types of Influencers
Difficulty Level: Hard
4. Explain the guidelines that the FTC has put into place to control influencer marketing. Do you think these guidelines will help the industry? Why or why not?
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Analysis
Answer Location: Partnering With Influencers
Difficulty Level: Hard
5. Your company, Liberty Gum, is hiring megainfluencer Brittiana to promote the launch of its new flavor, Four Berry Explosion. Write an influencer brief where you outline your ideas and expectations for the campaign.
- overview of the overall campaign
- key metrics to be looked at
- deadlines and timelines
- quantity of pieces of content
- specific elements to share
- key audiences targeted
- overall tone, presentation, and feeling
- mandatories (FTC guidelines)
Learning Objective: 8-3: Understand the steps of creating and launching an influencer campaign.
Cognitive Domain: Application
Answer Location: Steps in Creating and Launching an Influencer Campaign
Difficulty Level: Hard
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Digital Test Bank | Social Media for Strategic Communication 2e by Freberg
By Karen Freberg