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Content, Advertising & Social IMC Coursera Quiz Answers

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Content, Advertising & Social IMC Coursera Quiz Answers

Week 1: Quiz 1 – Social Media Marketing Specialization Coursera Quiz Answers

Question 1: What are the three main choices marketers have in spending their time and money?

  • Paid, free, and split-cost media
  • Public, private, and open media
  • Owned, leased, and coopted media
  • Paid, owned, and earned media

Question 2: Marketing pundits and agencies mostly agree that marketers should “pay as little as you can, own as much as you can, and earn positive social mentions.” What unsolvable questions does this riddle still pose? Check all that apply.

  • Who can simply rely on the behavior of others?
  • How much exactly is “pay a little”?
  • What if social becomes obsolete?
  • What if you build it and they don’t come?

Question 3: Why has paid media become so expensive given all of the options available today? Shouldn’t paid media prices have declined?

  • Audiences to any single media occurrence are larger than they used to be.
  • The supply of mass media has increased.
  • The supply of mass media has declined.
  • When you have to buy advertising a la carte as opposed to in bulk, prices will be lower.

Question 4: In IMC’s rethinking of traditional marketing approaches, which of the following would be the logical first step in the P/O/E media strategy?

  • Find out where your marketing and content materials should be distributed.
  • Find out who you are trying to reach.
  • Find out what messages and incentives to provide.
  • Find out when in a customer’s journey it is most appropriate to engage.

Week 2: Quiz 2 – Social Media Marketing Specialization Coursera Quiz Answers

Question 1: Which type of advertising is intended to motivate an immediate action?

  • Persuasion/Big Brand advertising
  • Direct response advertising
  • Analog advertising
  • Stunting/Visibility advertising

Question 2: Which type of advertising is intended to change awareness or perceptions in order to influence future behavior?

  • Analog advertising
  • Stunting/Visibility advertising
  • Direct response advertising
  • Persuasion/Big Brand advertising

Question 3: Which type of advertising is intended to gain notice from key people?

  • Stunting/Visibility advertising
  • Analog advertising
  • Persuasion/Big Brand advertising
  • Direct response advertising

Question 4: When using Facebook-style advertising, we’ve referred to “the Funnel.” At which stage in the funnel is it easiest to achieve your goal?

  • The top of the funnel
  • The mid-funnel
  • The bottom of the funnel
  • After the funnel process is complete

Question 5: In a response marketing process, what should marketers do after first identifying their specific goal?

  • Throw everything against the wall and see what sticks.
  • Take what’s working and make it better.
  • Find the things that work the best, and find out what is making it work.
  • Scale out your marketing plan.

Week 3: Quiz 3 – Social Media Marketing Specialization Coursera Quiz Answers

Question 1: Social IMC Strategy involves which of the following strategies?

  • Social IMC is designed to immediately capitalize on short-term interest from likes and website clicks.
  • Social IMC is designed to market commodity or impulse products or products with a short selling process.
  • Social IMC is designed to embrace a high-value market you want to develop and take them to a private virtual community you develop specifically for them.
  • Social IMC is designed to foster anonymous relationships with people who companies can communicate with using a social handle.

Question 2: To be successful, a Social IMC strategy must contain which of the following? Check all that apply.

  • Excellent, engaging content
  • Links to external sites or communities with engaging content and information
  • An empowering concept that will transition a high-value market over to the private virtual community
  • General information on the target market that is easily found elsewhere on the web

Question 3: What actions are necessary in developing an empowering concept? Check all that apply.

  • Create the tool, event, or device that will help the community.
  • Develop marketing ads to sell products to users.
  • Identify additional services that will keep the members coming back.
  • Identify the mission of the community.

Question 4: In the Social IMC strategy, what roles can products play in a private virtual community? Check all that apply.

  • A product can be an enhancer for the community members.
  • A product can be an outlier for the community members.
  • A product can be an extra for the community members.
  • A product can be an enabler for the community members.

Question 5: Which of the following are proven success tips when using Social IMC strategy? Check all that apply.

  • Never stop selling to your members.
  • Private virtual communities can be created by invitation.
  • Social IMC allows you to vet your incoming members.
  • The virtual community should be holistic and serve all functions of the target market.

Question 6: Which of the following areas are effective targets for applying the Social IMC strategy? Check all that apply.

  • Member-created virtual communities
  • Highest-value markets
  • Audiences resistant to social marketing efforts
  • Private, controlled discussion with community members

Question 7: If your high-value market is easy to target as they move through a purchase lifecycle, which marketing strategy gives you trackability, lower cost, and sales focus?

  • Analog Marketing
  • Social IMC
  • Nurture Marketing
  • Engagement Marketing

Question 8: For lower-value markets, which marketing strategy allows you to keep them interested and makes you a strong contender when they are ready to buy?

  • Nurture Marketing
  • Analog Marketing
  • Engagement Marketing
  • Social IMC

Question 9: If you have a commodity product like soap, which marketing strategy would be the most effective?

  • Analog Marketing
  • Social IMC
  • Engagement Marketing
  • Nurture Marketing

Week 4: Quiz 4 – Social Media Marketing Specialization Coursera Quiz Answers

Question 1: Which of the following performance metrics are used in Engagement Marketing? Check all that apply.

  • Number of opens or views of content
  • Click-throughs to blogs and websites
  • Revenues and profits
  • Growth in likes

Question 2: Which of the following performance metrics can be used in Embrace Marketing? Check all that apply.

  • Number of opens or views of content
  • Revenues, investments, and profits
  • Growth in likes
  • Social break-even and ROI numbers

Question 3: What is the purpose of the performance funnel?

  • The performance funnel is a process used in A/B split tests.
  • The performance funnel is designed to track a relationship with a consumer from start to finish within a marketing channel.
  • The performance funnel is used to manage social monitoring in times of crisis.
  • The performance funnel filters through all of the relevant content on a subject and narrows it down to the most relevant information to create content for your engagement marketing.

Question 4: In the performance funnel, you will notice that, with each successive step, consumers…

  • provide more personal information
  • decrease in number
  • increase in number
  • make more purchases

Question 5: The percentage or other measure that is calculated based on the fall-off between two successive steps in the performance funnel is known as…

  • Key Performance Indicator
  • Brand Activated Community Engagement
  • Social IMC
  • Return on Investment

Question 6: Why is testing the effectiveness of a marketing strategy important? Check all that apply.

  • Testing ensures that actual performance with not vary from key performance indicators (KPIs).
  • Testing is simple and easy.
  • Testing is low cost.
  • Testing is real and provides feedback coming directly from your target markets.

Question 7: When is head-to-head testing used?

  • When a small number of consumers are being tested
  • When only two options are being tested against one another
  • When the business or marketer can control who is being contacted
  • When the business or marketer has no control over who is being contacted

Question 8: When are A/B Split tests used?

  • When the business or marketer has no control over who is being contacted
  • When a small number of consumers are being tested
  • When only two options are being tested against one another
  • When the business or marketer can control who is being contacted

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