Test Bank Chapter 14 E-Marketing Communication Earned Media

CHAPTER FOURTEEN E-MARKETING COMMUNICATION: EARNED MEDIA

Multiple Choice

1. Earned media is like ________.
2. The ultimate one-way communication
3. physical word of mouth on steroids
4. a social megaphone
5. both b and c
6. Consumers at the highest level of engagement online ________.
7. collaborate with the company
8. are creators of multimedia content
9. collect information and tag what they find valuable
10. connect with others by creating a social profile
11. Engagement occurs when internet users do all of the following except ________.
12. consume media content
13. connect with companies
14. contradict negative opinions
15. collaborate with brands
16. How can companies identify social media influencers?
17. Observe and participate in conversations in key social media locations
18. Use an independent service to measure relevant variables
19. It is not possible to accurately identify social media influencers
20. Both a and b.
21. Viral marketing is synonymous with all of the following terms except ________.
22. uncontrollable popularity
23. word of mouth online
24. word of mouse
25. both b and c
26. One of the most important functions of ratings and reviews is that they ________.
27. reveal the real truth about companies and brands
28. facilitate commerce, both online and offline
29. provide a policing function for poor products and services
30. give consumers unbiased advice on purchasing decisions
31. Of the following statements regarding e-mail, which one is most accurate?
32. The “unsubscribe” process is frustrating for consumers.
33. It is limited by its one-way nature.
34. It is like a social megaphone.
35. It is not dead.
36. If you visit an automobile company’s website and click around to change the color of the car or give it leather seats, you are engaging in ________:
37. collaborative content creation
38. crowdfunding at its best
39. altruism toward the company
40. an implicit product endorsement
41. In order to become more engaged with a brand, social media participants want to be ________.
42. informed
43. entertained
44. appreciated
45. All of the above
46. In a survey conducted by Weber Shandwick, researchers discovered that ____ percent of a company’s market value is attributable to reputation.
47. 15
48. 32
49. 63
50. 90
51. Photos, video, and music playlists are most representative of the _____ type of social media.
52. reviews and opinions
53. multimedia sharing
54. collaboration
55. entertainment
56. _____ involves attaching keywords to videos, photos, or text to help users find desired content.
57. parking
58. tweeting
59. bookmarking
60. tagging
61. Marketers use social networks by ____.
62. creating profiles and pages
63. advertising on user pages
64. providing applications to network users
65. all of the above
66. Marketers use blogs for a variety of reasons, such as _____.
67. to disseminate the views
68. gain clients
69. direct or draw users to websites
70. all of the above
71. Many businesses use Twitter as a means to _____.
72. talk about what is happening in the company
73. encourage feedback from customers
74. get ideas from consumers
75. all of the above
76. Some companies import and embed existing media, such as their own photos or YouTube video, into their blogs using a tool known as a _____.
77. bot
78. hyperlink
79. widget
80. none of the above
81. Which of the following steps is an example of an earned media performance metric?
82. Number of likes and shares
83. Actions taken by users
84. Conversations on blogs and elsewhere
85. All of the above
86. When companies want to learn about where, how, and how often their brand is mentioned online, they would get the best information by utilizing a tool known as a social _____.
87. syndication aggregator
88. feed collector
89. media dashboard
90. brand scanner

True/False

1. Earned media can be likened to physical word-of-mouth on steroids.
2. True
3. False
4. These days, traditional media is no longer a useful for prompting consumer engagement with a brand.
5. True
6. False
7. Trust is a key component of word-of-mouth communication resulting from customer engagement.
8. True
9. False
10. With an innovative strategy, it is possible to get the entire internet universe talking about an organization and its products.
11. True
12. False
13. The team “earned media” came about after the advent of the internet, and refers to social media influencers.
14. True
15. False
16. Most social media, and many websites and mobile apps provide space and tools for earned media content.
17. True
18. False
19. Despite its functionality, e-mail is now considered dead in the social media world.
20. True
21. False
22. The most engaged consumers can actually help a company improve its products and promotions.
23. True
24. False
25. Like all media, social media focuses on bringing information, photos, video, and other content an audience that wants to be entertained.
26. True
27. False
28. According to the text, social media adoption by business is most prevalent with YouTube and Blogs and less so with Twitter and Facebook.
29. True
30. False
31. The reputation of a company or individual executive can be lost in matter of hours online.
32. True
33. False
34. A social dashboard allows a user to click through to other users who have bookmarked the same article to see what else they are reading on the same topic.
35. True
36. False

Essays

1. Discuss some of the ways in which earned media can be initiated by a company.
2. Contrast the concept of user engagement in social media with that of traditional media.
3. List and describe two major audiences that a company should engage via earned media. How can these audiences be identified?
4. What are some techniques for engaging social media users?
5. List and describe at least three techniques that companies can use to entice engagement.
6. What are some examples of earned media performance metrics?