Đề Thi FE MKT208c - SP26 - FE - RE

admin · 3/5/26

MKT208c SP26 FE RE

Câu 1: Multiple Choice (Check all that apply)

Which of the following are true about today's audience?

A. High value audiences are likely consuming text, videos, audio, and even new media, like infographics.

B. It's not critical you develop a holistic view of Social.

C. We should think of each type of media for each group of consumers

D. We need to think multimedia and learn how your high value audiences are consuming it.

Câu 2: Multiple Choice (Check all that apply - This question has multiple answers)

As an organization, what is important when we want to engage a passion community?

A. Passion communities are always seeking the newest trends, so we will need to keep up to remain relevant to our members.

B. Members will quickly leave a passion community once they "grow up."

C. We need to encourage peer-to-peer discussions to let members talk to each other about trends and important topics.

D. Community members don't want to talk to each other they want expertise

Câu 3: Multiple Choice (Choose 1 answer)

What are the order of six levels of the Social Media Pyramid?

A. Social Networking Sites, News Aggregator Sites, Passion Connection Sites, Video Connection Sites, Thought Leader Sites, Virtual Community Sites.

B. Social Networking Sites, Passion Connection Sites, Video Connection Sites, Thought Leader Sites, News Aggregator Sites, Virtual Community Sites.

C. Social Networking Sites, News Aggregator Sites, Passion Connection Sites, Thought Leader Sites, Video Connection Sites, Virtual Community Sites.

D. Social Networking Sites, Passion Connection Sites, News Aggregator Sites, Video Connection Sites, Thought Leader Sites, Virtual Community Sites.

Câu 4: Multiple Choice (Check all that apply)

In order to develop your social program, which actions are important?

A. Focus only on positive conversations in your community

B. Be prepared to respond to the negative, to anticipate the negative, and to create the engaging content.

C. Use real-time tools to alert negative trends in the community.

Câu 5: Multiple Choice (Choose 1 answer)

A paragraph within a blog article would be considered a/an:

A. SocialGist

B. API

C. document

D. snippet

Câu 6: Multiple Choice (Check all that apply - This question has more than one correct answer)

Which of the following are important in creating effective, impactful blog posts?

A. Relevant topic

B. Formal, complex words and jargon

C. Catchy headlines

D. Clean formatting

Câu 7: Multiple Choice (Choose 1 answer)

Which of the following statements best describes a filter and focus blog?

A. The blog author(s) filters through all of the relevant content from the experts on a subject and narrows it down to the most timely, relevant, and credible information and recommendations.

B. The blog filters through one particular expert's writings and re-hashes them for quicker consumption.

C. The blog filters through all of the readable information on the topic and focuses on the most complex and intricate information on the subject for only the most well-informed readers.

D. The blog author(s) filter through various subjects and markets and focus on different markets and topics each week.

Câu 8: Multiple Choice (Check all that apply - 3 answers)

Which of the following performance metrics are used in Engagement Marketing?

A. Click-throughs to blogs and websites

B. Growth in likes

C. Revenues and profits

D. Number of opens or views of content

Câu 9: Multiple Choice (Choose 1 answer)

When is head-to-head testing used?

A. When the business or marketer can control who is being contacted

B. When only two options are being tested against one another

C. When a small number of consumers are being tested

D. When the business or marketer has no control over who is being contacted

Câu 10: Multiple Choice (Check all that apply - 3 answers)

Which of the following areas are effective targets for applying the Social IMC strategy?

A. Member-created virtual communities

B. Audiences resistant to social marketing efforts

C. Private, controlled discussion with community members

D. Highest-value markets

Câu 11: Multiple Choice (Check all that apply)

When considering data generated through our use of social sites, which of the following statements about "privacy" concerns is/are accurate?

A. Privacy involves the concern of the individual that the information and behavioral data they have supplied is used appropriately by you.

B. Privacy involves concerns from users who feel they need to provide more personal information to you.

C. Privacy involves concerns over whether personal data provided by users is safe and secure within your site.

D. Privacy involves concerns that the relationships we are developing on social are controlled by us and used in appropriately by community managers.

Câu 12: Multiple Choice (Choose 1 answer)

In developing engagement marketing strategy, which is the step after identifying target market?

A. Create awesome content

B. Go viral marketing program

C. Strengthen the relationship

D. Measure success

Câu 13: Multiple Choice (Choose 1 answer)

Which is NOT true when you collect consumer data on social networking sites?

A. Always use it in ways that you say you're going to

B. Try to collect as much as you can

C. Never share third party data from this site

D. Inform the consumers what data you are collecting

Câu 14: Multiple Choice (Choose 1 answer)

In IMC's rethinking of traditional marketing approaches, which of the following would be logical final step in P/O/E media strategy?

A. Find out where your marketing and content materials should be distributed.

B. Find out who you are trying to reach.

C. Find out when in a customer's journey it is most appropriate to engage.

D. Find out what messages and incentives to provide.

Câu 15: Multiple Choice (Choose 1 answer)

Which is a traffic driver for your website?

A. Organic search

B. Direct

C. Social

D. Referral

E. All of them

Câu 16: Multiple Choice (Choose 1 answer)

What is the highest level of customer engagement in the new marketing model?

A. Observation

B. Loyalty loop

C. Participation

D. Co-creation

Câu 17: Multiple Choice (Choose 1 answer)

What is the first step in the Direct response marketing process?

A. Identify your specific goal

B. Throw anything that work the best, and figure out what is making it work

C. Find the things that work the best, and figure out what is making it work

D. Take what's working and make it even better

Câu 18: Multiple Choice (Choose 1 answer)

A customer writes a review about the product. Which level of engagement is this customer at?

A. Observation

B. Loyalty loop

C. Participation

D. Co-creation

Câu 19: Multiple Choice (Choose 1 answer)

In order to develop the empowering concept for a social IMC strategy, you should:

A. Identify the mission of the high value market

B. Develop the empowering concepts to help customers to achieve their mission

C. Identify additional services that will keep the members coming

D. All of them are needed

Câu 20: Multiple Choice (Choose 1 answer)

Having a baby, getting married, graduating from college, becoming ill, getting a new car are examples of:

A. Social Network

B. All are correct

C. Trigger Event Community

D. Passion Community

Câu 21: Multiple Choice (Choose 1 answer)

In Social IMC strategy, to achieve the objective of attracting high value customers, what do we need?

A. Empowering Concept.

B. Support elements

C. Gamification

Câu 22: Multiple Choice (Choose 1 answer)

Which social marketing strategy is not EMBRACE strategy?

A. Engagement

B. Nurture

C. Social IMC

D. All of them are EMBRACE strategy

Câu 23: Multiple Choice (Choose 1 answer)

...are media that we control to engage our customers.

A. Owned media

B. Social media

C. Paid media

D. Earned media

Câu 24: Multiple Choice (Choose 1 answer)

Six levels of social media pyramid include:

A. social networks, news aggregators, passion connections, video connections, thought leaders and virtual communities

B. social networks, news aggregators, passion connections, television connections, thought leaders and virtual communities

C. social networks, print ads, passion connections, video connections, thought leaders and virtual communities

D. social networks, news aggregators, passion connections, video connections, thought leaders and visual media tools

Câu 25: Multiple Choice (Choose 1 answer)

Which is NOT an acceleration that changed business forever, according to Moore's Law?

A. Connectivity

B. Capacity

C. Capability

D. Productivity

Câu 26: Multiple Choice (Choose 1 answer)

Which is NOT a metric for engagement strategy on social media?

A. Likes

B. Shares

C. Comments

D. All of them are engagement metrics

Câu 27: Multiple Choice (Choose 1 answer)

In engagement marketing strategy, which type of media are important for creating awareness for your viral content?

A. Social media

B. Website

C. Traditional media

D. All of them are important

Câu 28: Multiple Choice (Choose 1 answer)

Which of following is the most suitable target market for nurture marketing approach?

A. CEO and senior managers

B. FMCG consumers

C. Shoppers for commodities

D. Shoppers for necessity products

Câu 29: Multiple Choice (Choose 1 answer)

Which of the following is true about Paid/Owned/Earned media?

A. Marketers should try to pay as little as they can

B. Marketers should not use paid media for their content

C. Marketers should never use earned media since they may harm the brand

D. Paid media are important for content strategy

Câu 30: Multiple Choice (Choose 1 answer)

For commodity products such as soap, which everyone needs, the most suitable strategy is:

A. Social IMC strategy

B. Engagement strategy

C. Nurture strategy

D. All of them are correct

Câu 31: Multiple Choice (Choose 1 answer)

In Course 5- Module 2, Prof. Tom Collinger introduces the Model of Customer Engagement in Social Marketing. Which of the following is NOT a level in this model?

A. Engagement: customers just observe.

B. Participating customer do more than just reading or watching, but actually share themselves (posting, tweeting)

C. Co-creation: customers are so actively engaged with the brand that they actually produce new products and services.

D. Controlling customers spread word of mouth about the brand

Câu 32: Multiple Choice (Choose 1 answer)

To demonstrate your social marketing program and its performance assumption is low risk, you should provide the three major metrics to senior management. Which of the following is not one of them?

A. The performance funnels for the three performance assumptions.

B. Market share estimation

C. Break even

D. The contribution

Câu 33: Multiple Choice (Choose 1 answer)

Which of the following tools can help extract valuable insights from social interactions?

A. Hootsuite

B. Photoshop

C. Microsoft Excel

D. Final Cut Pro

Câu 34: Multiple Choice (Choose 1 answer)

Which of the following tasks you DON'T need to do to develop an empowering concept?

A. identify the mission of the community

B. develop the empowering concept

C. use social monitoring to determine the mission of the community and create a site built around an empowering concept

D. identify additional services that will keep the members coming back

Câu 35: Multiple Choice (Choose 1 answer)

The theory of Flow explains the involvement motivation for players in games. According to this theory, the state of Flow is achieved when there is a perfect balance between ... and ...

A. challenge, ability

B. time, reward

C. energy, time

D. reward, punishment

Câu 36: Multiple Choice (Choose 1 answer)

Which of the following is NOT suitable in applying social IMC strategy?

A. Applying social IMC strategy for high value market

B. You must build relationships first and then using "soft selling technique"

C. Using social IMC for only B2B markets

D. You should tailor your community for each market

Câu 37: Multiple Choice (Choose 1 answer)

... is a way for us to communicate information in a story to the audience, using data visualizations, charts, numbers, text, icons and illustrations.

A. Infographic

B. Story telling

C. Figure

D. Photo

Câu 38: Multiple Choice (Choose 1 answer)

Which is NOT a characteristic of a successful content marketing strategy?

A. Consistent

B. Planned

C. Multimedia

D. Awesome

E. All of them are correct

Câu 39: Multiple Choice (Choose 1 answer)

During the Super Bowl in 2011, the lights went out. Oreo then had a tweet "power out, no problem" to advertise and talked about their cookie, and it had a huge viral impact. This is an example of newsjacking:

A. Spontaneous

B. Planned

C. Advertising

D. Environment

Câu 40: Multiple Choice (Choose 1 answer)

The goal of...advertising is to change awareness or perceptions to influence future behavior.

A. direct response

B. persuasion/brand

C. stunting/visibility

D. All of them

Câu 41: Multiple Choice (Choose 1 answer)

What are the four C's of Social?

A. Content, Connecting, Community and Curating

B. Critical thinking, Creativity, Collaboration, Communication.

C. Carat, Cut, Color, and clarity

D. Customer, Cost, Convenience, Creativity

Câu 42: Multiple Choice (Choose 1 answer)

In social IMC strategy, we use ... to attract high value market to our private virtual community.

A. the empowering concept

B. the mission

C. money

D. punishment

Câu 43: Multiple Choice (Choose 1 answer)

If you want to develop a great blog, you should avoid....

A. using Google Suggest for finding suitable topics

B. having a great headline

C. using images

D. writing a lot of long paragraphs

Câu 44: Multiple Choice (Choose 1 answer)

According to Professor Judy Franks, media has seen five major changes in recent years. Big companies like ESPN or Huffington Post, have video, audio, pictures or bloggers, and are using all forms of social media to get to their target audience. This refers to......

A. Convergence: Blurred lines between old/new now encompass all formats.

B. Symbiosis: Media do not compete, they collaborate and reinforce each other

C. Circuits: Media are now open and in the hands of engaged consumers.

D. Economics: Content will become more valuable than the media, themselves.

Câu 45: Multiple Choice (Choose 1 answer)

What is the importance of Marketing Return on Investment (MROI) in evaluating program profitability?

A. It helps determine the overall revenue generated from the marketing program.

B. It provides a clear metric to assess the profitability of a marketing program.

C. It calculates the total costs involved in a marketing program.

D. It measures customer satisfaction and engagement.

Câu 46: Multiple Choice (Check all that apply - 3 answers)

What are some strategies for engaging audiences using transmedia storytelling? Choose all that apply

A. Creating content that spans multiple platforms

B. Ensuring a consistent message across all channels

C. Using interactive elements to involve the audience

D. Focusing on a single platform to build a strong presence

E. Ignoring user feedback to maintain narrative control

Câu 47: Multiple Choice (Choose 1 answer)

What are the key components of a Social IMC (Integrated Marketing Communications) strategy?

A. Content creation, distribution, and measurement

B. Customer service, sales, and human resources

C. Budget allocation, financial reporting, and compliance

D. Product development, market research, and logistics

Câu 48: Multiple Choice (Choose 1 answer)

Which of the following components is essential for developing a successful consumer journey?

A. Identifying key touchpoints

B. Focusing only on product features

C. Ignoring competitor strategies

D. Using only traditional media channels

Câu 49: Multiple Choice (Choose 1 answer)

When creating a filter and focus blog on Blogger, which of the following elements is essential to include in each blog post to effectively engage your target audience?

A. A detailed author biography

B. Three concise action items

C. The publication date of the post

D. The number of comments on previous posts

Câu 50: Multiple Choice (Choose 1 answer)

What is the primary focus of nurture marketing?

A. To increase direct sales through aggressive advertising

B. To build and maintain relationships with prospects by providing relevant content

C. To generate viral content that attracts a large audience quickly

D. To enhance brand visibility through social media presence

Đề Thi FE MKT208c - SP26 - FE - RE

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