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Exam 13: Social Media

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Question 1

True/False

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In the pre-purchase phase, marketers want customers to be aware of their brand and consider it for purchase.

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verified

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Question 2

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Word-of-mouth seems to be

A) planned.
B) authentic.
C) paid for by companies.
D) dishonest

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Question 3

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In a social network, ties can be

What term refers to the set of actors (or nodes) and the relational ties that link them?

What are the two ways social networks are visually represented? Explain each one.

The online environment offers more direct data about what happens post-purchase than we've had in the past. ​

Customers can post complaints or positive reviews during which phase?

To enhance awareness, seek media that optimize reach.

Recommendation agents work by performing cluster analysis on a spreadsheet where the rows are customers and the columns are SKUs.If there is a 0 in the cell, then the customer has purchased that item; if there is a 1, the customer has not purchased that item.

Many companies (including YouTube, Coca-Cola, Starbucks, Oreo, and MTV) have many friends/fans on Facebook.In other words, they are quite sophisticated when it comes to __________ marketing.

Online brand communities hosted by companies have purchase as their ultimate goals.

KPIs for social media are __________ traditional measures for advertising effectiveness.

What food brand solicited ideas for new flavors via videos?

Which of the following is a classic measure of the size of the audience that has been exposed to some brand information and who might therefore have some familiarity with the brand?

KPIs are easy to measure because they either happen or they don't.

There was once a time when the only TV networks were ABC, CBS, and NBC.

What term refers to the sheer number of visits or estimates of the number of unique visitors to a given website?

Marketers use text analyses on Facebook to get a read on customer opinions about their brands.

It's impossible to create buzz for products like soap, bread, and insurance.

A company must offer something the consumer values through social media the consumer uses to make social media a valuable marketing tool for the company.