Test Bank Answers Ch10 Social Media And Mobile

Type: multiple choice question

Title: Chapter 10, Question 1

1) Every time you scroll and stop on a social media news feed, click on a video, or watch a story on Instagram, you are making a choice about what you want to consume in the virtual world. This is called _____________.

Page reference: Chapter Introduction

a. Emergent selection

b. Social attention

c. Selective attention

d. Mobile selection

Type: multiple choice question

Title: Chapter 10, Question 2

2) More than 5 billion people, or 66 percent of the global population, have ________, and more than half of those use this to access the internet.

Page reference: Mobile First

a. Social media accounts

b. Mobile phones

c. Cable

d. Satellite television

Type: multiple choice question

Title: Chapter 10, Question 3

3) Spotify’s “Wrapped” is one example of a brand using consumer data to ___________. In fact, each December, Spotify listeners can look back at their year on the music-streaming platform, find their top songs, and explore new music recommendations tailored to their history.

Page reference: Personal

a. Provide a personalized experience

b. Find new customers

c. Increase the use of mobile technology

d. Sell to other brands to make a profit

Type: multiple choice question

Title: Chapter 10, Question 4

4) Uber and Yelp designed their mobile apps to track the location of potential customers and apply that to their communication preferences. This is an example of personalization that applies the use of _________.

Page reference: Local

a. Google maps

b. Data mining

c. Spyware

d. Geolocation

Type: multiple choice question

Title: Chapter 10, Question 5

5) Public relations researcher Ruth and her colleagues explored how and why 21- to 31-year-old Americans were using smartphones. They wanted to understand what people do with media, as opposed to what media do to people. This theoretical approach to media research is called __________.

Page reference: Uses and Gratifications of Media

a. Mobile strategy

b. Cultivation

c. Uses and gratifications

d. Agenda setting

Type: multiple choice question

Title: Chapter 10, Question 6

6) Social ___________ goes further than monitoring because it requires PR practitioners to act on their findings and use them to inform their social media or public relations strategy. It combines research, implementation, and evaluation.

Page reference: What Are the Benefits of Social and Visual Listening?

a. Persuasion

b. Actualization

c. Monetization

d. Listening

Type: multiple choice question

Title: Chapter 10, Question 7

7) __________ is simply the combination of any two or more forms of media such as text, graphics, moving images, and sounds.

Page reference: Creating Engaging Content

a. Transmedia

b. Multimedia

c. Mobile media

d. Cloud media

Type: multiple choice question

Title: Chapter 10, Question 8

8) The majority of communications are done via __________, whether in e-mail, Twitter, or online media.

Page reference: Text

a. Graphics

b. Videos

c. Sounds

d. Words

Type: multiple choice question

Title: Chapter 10, Question 9

9) Boris needs to farm out video production work for a campaign for Six Flags. He searches for a person to hire just for this project who can handle scripting, basic video production, 2D and 3D animations, talent, video editing, and postproduction. The person he is searching for is known as __________.

Page reference: Maintain High Quality, and Glossary

a. A designer

b. A freelancer

c. A producer

d. A subcontractor

Type: multiple choice question

Title: Chapter 10, Question 10

10) Getty Images, one of the world’s largest for-profit __________ providers, permits free use of its images online, as long as the images are embedded with the proper html code.

Page reference: Use Images with Permission

a. Public domain image

b. Public relations image

c. Stock image

d. Paparazzi

Type: multiple choice question

Title: Chapter 10, Question 11

11) __________ refers to those easy-to-consume pieces of mobile content that capture audiences despite their decreasing attention spans.

Page reference: Capture Attention Early, Whether You Go Short or Long

a. Snackable content

b. Mini content

c. Empty content

d. Tasty content

Type: multiple choice question

Title: Chapter 10, Question 12

12) A small non-profit organization does not have the resources to create a lot of video content for its social media feed. Instead, it offers donors the opportunity to create short videos explaining why they donate, and then the non-profit will use these videos on their social media channels instead. This is an example of _____________.

Page reference: Curated Content

a. Donor-designed diaries

b. User-generated content

c. Short stories

d. Looping videos

Type: multiple choice question

Title: Chapter 10, Question 13

13) Bonnie has developed her social media calendar and started publishing posts. Now she is focusing on ___________, including listening to the social media publics, engaging with them, answering questions, and responding to their comments.

Page reference: Community Management

a. The real work of public relations

b. Operations

c. Social oversight

d. Community management

Type: multiple choice question

Title: Chapter 10, Question 14

14) __________ are trusted individuals who can impact the opinions of their established social media audiences.

Page reference: Influencer and Advocate Engagement

a. Influencers

b. Reporters

c. Columnists

d. Talking heads

Type: multiple choice question

Title: Chapter 10, Question 15

15) Samsung has developed a refrigerator that can take a “selfie,” which can be accessed by someone shopping in the supermarket to verify what food items are needed. Shane is a media specialist for Samsung and is responsible for unveiling this new product, which is now part of the __________.

Page reference: Ethics: Privacy and Safeguarding Confidences

a. Internet of things

b. Global community

c. High-tech gadget category

d. New world order

Type: multiple choice question

Title: Chapter 10, Question 16

16) Without __________, which is based on research and is designed to achieve goals and objectives, how-to videos, livestreams, and mobile apps are no more effective in building relationships with stakeholders than emailing news releases or putting flyers on car windshields.

a. Strategy

b. Creativity

c. Big ad budgets

d. Branding

Type: multiple choice question

Title: Chapter 10, Question 17

17) “The Late Show with James Corden” featured a Jonas Brothers parody of one of their songs that said in 2019, TV is now all on a cell phone. In fact, in less than five days, the YouTube video of the parody garnered more than four times the views gained when this aired on television. According to Nielsen, this is because ______________.

Page reference: Mobile First

a. The Jonas Brothers already have a strong following on social media

b. Parodies work better when delivered on social media

c. YouTube reaches more adults each week during prime time than any cable network

d. “The Late Show” audience does not enjoy parody sketches and songs.

Type: multiple choice question

Title: Chapter 10, Question 18

18) Given the rise and ubiquity of mobile users, organizations trying to reach and connect with mobile users must walk a fine line of ________________.

Page reference: Ubiquitous

a. Keeping mobile consumers interested and engaged, but avoiding being pushy or intrusive

b. Delivering great content without burdening data limits

c. App-based communication with text-based alerts

d. Paid, earned, shared and owned tactics

Type: multiple choice question

Title: Chapter 10, Question 19

19) Titus is planning social media for an office of state government. He is analyzing what content people respond to and decide to share and how he can become part of the social conversations about his state. Titus also needs to plan how to respond to what people are saying online. Planning ahead is important because social media is _____________.

Page reference: Social

a. Expensive

b. Limited

c. Selective

d. Interactive

Type: multiple choice question

Title: Chapter 10, Question 20

20) In a study of Facebook users, the Pew Research Center found that more than half of those surveyed said they were “not very comfortable” or “not at all comfortable” with Facebook tracking their activities to create a list of their interests and traits. PR practitioners must balance these concerns with the high demand consumers have for _______________.

Page reference: Personal

a. Data mining

b. Personalized content

c. Browsing history

d. High volumes of live streams

Type: multiple choice question

Title: Chapter 10, Question 21

21) Mariana is planning her first gala fundraising event for her non-profit client. To help make the event more interactive and to reach people who aren’t attending, she decides to deploy a ____________. That way, only people attending the fundraiser could use this service and then share their photos with friends.

Page reference: Local

a. Instagram Stories

b. Snapchat Geofilter

c. Facebook News Story

d. Tweet Deck

Type: multiple choice question

Title: Chapter 10, Question 22

22) When Burger King used __________ for its “WHOPPER® Detour” stunt, it tried to lure customers away from McDonald’s and to get them to use its mobile app. When customers got within 600 feet of a McDonald’s, they would receive a notification on their phone that they could order a Whopper from the BK® App for only 1 cent.

Page reference: Case Study: Burger King Uses Mobile App to Troll Competitors

a. Geofencing

b. Geofiltering

c. Geobeaconing

d. Geopushing

Type: multiple choice question

Title: Chapter 10, Question 23

23) Rewards, convenience, and savings are the top reasons people are drawn to restaurant mobile apps. Specifically, quick-service restaurants, like Burger King, are using mobile apps to meet the growing demand for convenience from ___________ consumers, who don’t want to wait in long drive-thru lines.

Page reference: Case Study: Burger King Uses Mobile App to Troll Competitors

a. Environmentally-friendly

b. Senior citizens

c. Millennial and GenZ

d. Health-conscious

Type: multiple choice question

Title: Chapter 10, Question 24

24) When communication scientists want to understand______________, they have applied an approach called “uses and gratifications,” which is particularly well suited to the study of new communication technologies.

Page reference: Uses and Gratifications of Media

a. Why people buy certain products

b. How people build relationships with companies

c. How people express thanks

d. What people do with media

Type: multiple choice question

Title: Chapter 10, Question 25

25) Maeve studies what people say about her client’s brand on social media to help her uncover broad trends and themes to inform public relations. _________ allows Maeve to track, analyze, and respond to conversations about specific topics online.

Page reference: What Is Social Listening?

a. Social espionage

b. Social listening

c. Covert listening

d. Covert espionage

Type: multiple choice question

Title: Chapter 10, Question 26

26) Desmond uses Sysomos, a _____________, to distinguish mentions of his client from other same-name brands online, to determine sentiment, and interact and engage with his fans.

Page reference: What Is Social Listening?

a. Collection and recovery tool

b. 24/7/365 command center

c. Monitoring and analytics tool

d. Business intelligence platform

Type: multiple choice question

Title: Chapter 10, Question 27

27) Approximately 80 percent of the images shared on social media that include brand logos do not directly mention the brand in text. In fact, a study by Talkwalker found that Starbucks would miss more than 30,000 logo mentions each week without ____________.

Page reference: What Is Visual Listening?

a. Visual listening

b. Visual appeal

c. Closed captioning

d. Visual identity

Type: multiple choice question

Title: Chapter 10, Question 28

28) An organization’s biggest fans and biggest haters can be the loudest on social media, yet, they likely only make up about 1 percent of the total customer base. Still, this group can heavily influence __________ on social media.

Page reference: Managing Brand Reputation

a. Number of mentions

b. Geofiltering

c. Hashtags

d. Sentiment

Type: multiple choice question

Title: Chapter 10, Question 29

29) Frito-Lay’s #DoUsAFlavor campaign is a great example of why social media teams should be ready to respond and take note. How has this campaign helped Frito-Lay?

Page reference: Discovering New Product or Service Ideas

a. It encourages retailers to start selling Lay’s chips

b. It crowdsources new Lay’s chip flavors

c. It makes fun of competitors

d. It encourages people to donate to food

Type: multiple choice question

Title: Chapter 10, Question 30

30) Atticus monitors trending topics, and then he decides if it makes sense for his company to jump into the conversation. When ___________, Atticus is careful to avoid capitalizing on natural disasters, tragedies or days of remembrance, though, to avoid being insensitive.

Page reference: Joining Relevant Conversations

a. Hypejumping

b. Newsjacking

c. Social poaching

d. Newslighting

Type: multiple choice question

Title: Chapter 10, Question 31

31) Tatum has made a list of her organization’s social media handles, branded hashtags, products and services, slogans, key people in the organizations, and industry buzzwords to help her set up Brandwatch. Tatum is most likely _______________.

Page reference: How Do You Conduct a Social Listening Search?

a. Developing a new campaign

b. Buying advertising

c. Setting up a social listening search

d. Conducting a quantitative research study

Type: multiple choice question

Title: Chapter 10, Question 32

32) Dayana is planning and scheduling content for social media using tools like Buffer and Sprout Social. But she also knows the key to creating content is to understand the main forms – text, images and video – and how ________________.

a. To avoid plagiarism

b. They can be acquired at low cost

c. They can engage users

d. To engage Google Analytics

Type: multiple choice question

Title: Chapter 10, Question 33

33) Wall Street Journal’s Elizabeth Holmes wrote, “A picture may be worth a thousand words, but on social media you need __________.”

Page reference: Use Captions to Complement Your Image

a. A caption

b. An autoplay video

c. A high-resolution photo

d. An feature

Type: multiple choice question

Title: Chapter 10, Question 34

34) Ashlyn’s goal for captioned pictures are for the image and the writing to _______. She’s hoping the image will capture viewers’ attention, and they will look to the caption for more information. And if the caption is well written, they will look again at the image, perhaps with a new perspective.

Page reference: Use Captions to Complement Your Image

a. Complement each other

b. Stand out from each other

c. Match the same style as the brand

d. Fall within the creative commons

Type: multiple choice question

Title: Chapter 10, Question 34

34) The more people view video on mobile devices in noisy or public places, the more they need subtitles to help them understand what they are watching, especially when the sound is off. Subtitles can’t just transcribe video, though. ___________ a video by using text, typography and graphics can communicate a message without the need for audio.

a. Visually narrating

b. Feed proofing

c. Stream proofing

d. Closed captioning

Type: multiple choice question

Title: Chapter 10, Question 36

36) Photo-based platforms of social media have been built, adopted, and grown into central channels for many public relations efforts. Snapchat, Instagram, and Pinterest would not exist without __________.

Page reference: Images

a. Messages

b. Images

c. A hyperlink

d. A data mining bug

Type: multiple choice question

Title: Chapter 10, Question 37

37) Hank, a social media specialist, strives to have a _______ visual aesthetic across his organization’s various social media platforms. He achieves this by using similar themes, colors and typography. But Hank is also cognizant of the unwritten rules of each social platform, such as sharing different images on Facebook from LinkedIn.

Page reference: Create a Consistent Look and Feel

a. Clustered

b. Convergent

c. Consistent

d. Co-marketed

Type: multiple choice question

Title: Chapter 10, Question 38

38) Danica is a PR specialist at a multiservice public relations agency. She decides to do pro bono work for her client, a nonprofit animal abuse prevention agency, which needs a brochure to get their message out. Since they have limited funds, she opts to use free online images for the brochure. These images are found in _________.

Page reference: Use Images with Permission

a. The creative commons

b. The Museum of Modern Art

c. The public domain

d. DropBox

Type: multiple choice question

Title: Chapter 10, Question 39

39) Public relations practitioners use __________ services to host press conferences, open corporate events to outside audiences, launch new products, and engage in live public forums.

Page reference: Think Beyond Basic Recorded Video

a. Getty image

b. Public domain

c. Google image

d. Live streaming

Type: multiple choice question

Title: Chapter 10, Question 40

40) Facebook found that video ads using _______ gain more views and interaction rates than other story types. Though videos should challenge the viewer to piece together the story, they should still be easy to digest.

Page reference: Create a Compelling Story Arc

a. Linear story arcs

b. Looping videos

c. Boomerang videos

d. Non-linear story arcs

Type: multiple choice question

Title: Chapter 10, Question 41

41) Whereas content creation is generally focused on a one-to-many approach, where organizations reach multiple people with the same message, community management is generally focused on ______________ communication.

Page reference: Community Management

a. Inbound

b. Mass

c. Many-to-one

d. One-to-one

Type: multiple choice question

Title: Chapter 10, Question 42

42) Davis is looking for ways to make managing his client’s Facebook account more efficient. In addition to using artificial intelligence to automate responses, what else could Davis do to help him better handle the high level of engagement on his Facebook page?

Page reference: Engaging Your Community

a. Only answer questions from those who post the most frequently

b. Dedicate one day a week where he could respond to every comment

c. Set up chatbots to answer customer questions

d. Focus on just the positive comments to help boost the page’s visibility

Type: multiple choice question

Title: Chapter 10, Question 43

43) Influencers don’t need millions of followers to be influential. Some of the most influential people may be ____________, everyday people who love an organization. They can be fiercely loyal customers, like those featured in Southwest Airlines’ “Behind Every Seat is a Story” campaign.

a. Brand advocates

b. Micro-influencers

c. Opinion elites

d. Macro-infuencers

Type: multiple choice question

Title: Chapter 10, Question 44

44) Safeguarding confidences is a key provision in the PRSA Code of Ethics, which intends to keep client information confidential and to protect the privacy rights of clients, organizations, and individuals. This provision is usually contained in ____________.

Page reference: Ethics: Privacy and Safeguarding Confidences

a. The company’s mission statement

b. The legal briefs

c. The end-user license agreements

d. The Electronic Privacy Information Center

Type: multiple choice question

Title: Chapter 10, Question 45

45) Publics make decisions every day about which organizations to trust with their personal information. Organizations have to earn that trust – not just with speeches, but with _____________, and take safeguarding confidences and protecting the privacy of their publics seriously.

Page reference: Ethics: Privacy and Safeguarding Confidences

a. Everyday management

b. Ethics

c. Strategy

d. Third-party credibility