Chapter 9: Paid Media

Test Bank

Multiple Choice

1. ______ focuses on generating leads, sales, and promotional benefits based on financial backing.

A. Paid social media

B. Pay-per-click advertising

C. Social media advertising

D. Paid yet earned media

Learning Objective: 9-1: Define paid media.

Cognitive Domain: Knowledge

Answer Location: What Is Paid Media?

Difficulty Level: Easy

2. ______ focuses on reaching people who have interacted with the content or visited the website.

A. Targeting

B. Retargeting

C. Return on investment

D. Boosting a post

Learning Objective: 9-1: Define paid media.

Cognitive Domain: Knowledge

Answer Location: What Is Paid Media?

Difficulty Level: Easy

3. Swipe up for stories, click a link to a website, or like a post are just some types of ______ included in most ad copy.

A. call to action

B. objectives

C. creative assets

D. GIFs

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Comprehension.

Answer Location: Types of Paid Media Components on Social Media Platforms

Difficulty Level: Medium

4. What is the first step in organizing a paid media campaign?

A. design an objective

B. set a budget

C. write the ad copy

D. research the appropriate platform

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Comprehension

Answer Location: Types of Paid Media Components on Social Media Platforms

Difficulty Level: Medium

5. Which important metric is used to determine an ad’s effectiveness?

A. number of followers

B. click-through-rates

C. number of likes

D. pay per post

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Comprehension

Answer Location: Types of Paid Media Components on Social Media Platforms

Difficulty Level: Medium

6. Which platform is the leader in the industry for a paid media strategy?

A. Facebook

B. Twitter

C. Instagram

D. Whatsapp

Learning Objective: 9-3: Evaluate the types of paid media components

Cognitive Domain: Comprehension

Answer Location: Platform Paid Ad Strategies and Features

Difficulty Level: Medium

7. Prior to running a campaign, the company should test different characteristics in the ad and copy to determine the most effective one to use. This is known as ______ testing.

A. a/B

B. carousel

C. targeted

D. click-through

Learning Objective: 9-3: Evaluate the types of paid media components

Cognitive Domain: Comprehension

Answer Location: Platform Paid Ad Strategies and Features

Difficulty Level: Medium

8. What feature does Twitter use to promote advertisements?

A. Click-Through-Rates

B. branded emoji

C. carousel ads

D. targeted ads

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Comprehension

Answer Location: Twitter

Difficulty Level: Medium

9. What feature is used by LinkedIn to provide ad capabilities for their platforms for business and social media professionals?

A. carousel ads

B. branded emoji

C. lead generation

D. a/b testing

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Comprehension

Answer Location: LinkedIn

Difficulty Level: Medium

10. What is the name for a type of ad that plays before a user can watch the video they are interested in viewing?

A. true view ad

B. in-stream ad

C. pre-roll ad

D. video discovery ad

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Comprehension

Answer Location: YouTube

Difficulty Level: Medium

11. ______ is a livestreaming platform that is used for gaming.

A. TikTok

B. LinkedIn

C. YouTube

D. Twitch

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Knowledge

Answer Location: Twitch

Difficulty Level: Easy

12. If a social media professional is trying to convert audiences to buy a new product, which objective would they want to use?

A. awareness

B. alignment

C. conversion

D. onsideration

Learning Objective: 9-4: Understand the best practices for paid media.

Cognitive Domain: Comprehension

Answer Location: Best Practices of Paid Media

Difficulty Level: Medium

13. What is one of the best ways to get additional training on paid media for social media?

A. pay a Facebook ad expert thousands of dollars to attend their workshop

B. take advantage of the individual platform’s certification programs

C. learn as you manage the campaign

D. You should know everything you need to be an expert by the end of this course.

Learning Objective: 9-4: Understand the best practices for paid media.

Cognitive Domain: Comprehension

Answer Location: Best Practices of Paid Media

Difficulty Level: Medium

14. Understanding the essence of timing, context, and approach is critical for paid media strategies to be effective. Otherwise, the audience might get ______.

A. algorithms

B. retargeted

C. ad fatigue

D. targeted

Learning Objective: 9-2: Understand the perception of paid media compared to other types of media.

Cognitive Domain: Comprehension

Answer Location: Why Is Paid Media Essential in Social Media?

Difficulty Level: Medium

15. Although it is still in beta and at the invite-only stage, ______ has an ad manager for brands and others to market and advertise within its mobile application.

A. Facebook

B. Tiktok

C. Instagram

D. Linkedin

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Comprehension

Answer Location: TikTok

Difficulty Level: Medium

True/False

1. Social media has become a “pay to play” platform.

Learning Objective: 9-1: Define paid media.

Cognitive Domain: Knowledge

Answer Location: Introduction

Difficulty Level: Easy

2. Each platform’s ad managers are very different from one another.

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Comprehension

Answer Location: Types of Paid Media Components on Social Media Platforms

Difficulty Level: Medium

3. In order to run ads on Instagram, the created account needs to be a business account.

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Comprehension

Answer Location: Platform Paid Ad Strategies and Features

Difficulty Level: Medium

4. When evaluating paid media campaigns, you should never rely solely on the metrics provided by the platform.

Learning Objective: 9-4: Understand the best practices for paid media.

Cognitive Domain: Comprehension

Answer Location: Best Practices of Paid Media

Difficulty Level: Medium

5. In order to create continuity across the campaign, you should always use the same design and copy for all ads.

Learning Objective: 9-4: Understand the best practices for paid media.

Cognitive Domain: Comprehension

Answer Location: Best Practices of Paid Media

Difficulty Level: Medium

Short Answer

1. Explain the difference between paid yet earned media and paid yet owned media.

Learning Objective: 9-1: Define paid media.

Cognitive Domain: Analysis

Answer Location: What is paid media?

Difficulty Level: Medium

2. What three objectives help determine the main things that need to be accomplished by paid media?

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Analysis

Answer Location: Types of Paid Media Components on Social Media Platforms

Difficulty Level: Medium

3. Explain the difference between cost per conversion, cost per impression, and cost per send.

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Analysis

Answer Location: Types of Paid Media Components on Social Media Platforms

Difficulty Level: Medium

4. What feature do Instagram and Facebook have that is related to sponsorships and endorsements, and why is it important?

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Comprehension

Answer Location: Platform Paid Ad Strategies and Features

Difficulty Level: Medium

5. What is native advertising, and why is it controversial?

Learning Objective: 9-2: Understand the perception of paid media compared to other types of media.

Cognitive Domain: Analysis

Answer Location: LinkedIn

Difficulty Level: Hard

Essay

1. What are algorithms, and why are they a hot button issue in social media?

Learning Objective: 9-2: Understand the perception of paid media compared to other types of media.

Cognitive Domain: Analysis

Answer Location: Why Is Paid Media Essential in Social Media?

Difficulty Level: Hard

2. Discuss the elements of Facebook’s platform which make it the premier outlet for paid marketing campaigns.

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Analysis

Answer Location: Platform Paid Ad Strategies and Features

Difficulty Level: Hard

3. Selena is researching different paid advertising options for social media platforms and is specifically looking at Snapchat. Her brand is launching a new clothing line of brightly colored sportswear that they are gearing towards younger women. Discuss Snapchat’s capabilities and how they might be used in this campaign.

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Application

Answer Location: Snapchat

Difficulty Level: Hard

4. Explain the best practices to consider in the area of paid media. Which do you feel are the most important to focus on, and why?

Learning Objective: 9-4: Understand the best practices for paid media.

Cognitive Domain: Analysis

Answer Location: Best Practices of Paid Media

Difficulty Level: Hard

5. What are the steps to take in establishing a paid media campaign?

Learning Objective: 9-3: Evaluate the types of paid media components.

Cognitive Domain: Analysis

Answer Location: Types of Paid Media Components on Social Media Platforms

Difficulty Level: Hard