Question 1

User-generated content

Accepted Answer

A)   is the content posted by only one user on his or her private blog.
B)   is Web 3.0, the next update of the Web.
C)   is the content created by one user using his or her smartphone.
D)   can include video, blogs, discussion forum posts, digital images, and audio files.
E)   is a formal term for viral marketing.

Question 2

The ________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Accepted Answer

A)   cost-per-click
B)   cost-per-thousand
C)   fixed-fee-rate
D)   cost-per-view
E)   cost-per-action

Question 3

Performance measures for social media marketing programs are divided into two types:

Accepted Answer

A)   the number of photos uploaded and the number of characters typed (comments, tweets, etc.) .
B)   purchases made online and purchases made in a store as a result of a link from a social media website.
C)   traditional media costs and social media costs.
D)   the number of "views" of a YouTube video and the number of "likes" on Facebook.
E)   those linked to inputs or costs and those tied to the outputs or revenues.

Question 4

In comparing social media, a brand manager might assess ________ and the characteristics of a site's visitors.

Accepted Answer

A)   the availability of a social network to run apps
B)   the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics
C)   the number of users or monthly market share of visits
D)   the ability of the social network to pull controversial content
E)   the site's ability to present the results of keyword searches to improve the odds of a firm's products showing up in user searches

Question 5

Brand managers find out what people are saying about their brand on Twitter by

Accepted Answer

A)   having employees perform spot checks on posts.
B)   using social media management tools like TweetDeck.
C)   creating their own Twitter account and seeing what "followers" say on Facebook.
D)   recognizing that posts are too brief to allow for a substantive mention of their brand.
E)   employing outside search services such as Google and Bing.

Question 6

Which of the following statements is true about Facebook?

Accepted Answer

A)   Facebook is second to Twitter in the number of registered users.
B)   Facebook is open to users who are at least six years old.
C)   Facebook gets more video uploads than any other social media site.
D)   Facebook users aged 18 to 29 years old have an average of about 300 friends on the site.
E)   Facebook's primary purpose is enabling users to network and connect with others in their profession.

Question 7

Discuss the differences between traditional print media and social media with regard to audience reach, expense and access, training, delivery, permanence, credibility, and social authority.

Accepted Answer

Marketing managers know that social medi...

Question 8

Which of the following results of the convergence of the real and digital worlds is most accurate?

Accepted Answer

A)   a greater emphasis on traditional media since it is more cost-effective than social media
B)   an increased emphasis on mobile marketing
C)   a de-emphasis on social network communities in favor of functional ones, often global in nature
D)   the elimination of traditional media; all media will become digital
E)   the limitations of digital cash representing a hurdle to the expansion of e-commerce

Question 9

Figure 17-4
-Recalling Figure 17-4 above, which social network has both the highest number of users and the highest monthly market share of visits?

Accepted Answer

A)   LinkedIn
B)   YouTube
C)   Twitter
D)   Facebook
E)   Pinterest

Question 10

Figure 17-4
-According to Figure 17-4 above, the correct rank order of social network sites from most to least popular as measured by the number of visits is

Accepted Answer

A)   Facebook, LinkedIn, YouTube, and Twitter.
B)   Facebook, Twitter, YouTube, and LinkedIn.
C)   Facebook, YouTube, LinkedIn, and Twitter.
D)   Facebook, YouTube, Twitter, and LinkedIn.
E)   Twitter, Facebook, YouTube, and LinkedIn.

Question 11

Which social network has found a niche in helping small business networks reach potential customers, as well as filling its traditional role of connecting job seekers and jobs?

Accepted Answer

A)   Twitter
B)   Pinterest
C)   YouTube
D)   Facebook
E)   LinkedIn

Question 12

The website that enables users to send and receive messages up to 280 characters long is

Accepted Answer

A)   LinkedIn.
B)   YouTube.
C)   Twitter.
D)   Facebook.
E)   Yahoo.

Question 13

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure

Accepted Answer

A)   decreases.
B)   is not affected.
C)   undermines the credibility of the site.
D)   increases.
E)   increases the credibility of the site.

Question 14

Cost per click is a measure in which

Accepted Answer

A)   a fixed amount of money is paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
B)   a fixed amount of money is paid to the site for every sale that originated from an ad posted on that site.
C)   a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
D)   a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month.
E)   a fixed discount is given to a visitor for clicking on an ad.

Question 15

The greatest concern consumers may have regarding the convergence of the real and digital worlds is

Accepted Answer

A)   the elimination of traditional media; all media will become digital.
B)   a decreased emphasis on measuring the marketing return on investment for social media initiatives.
C)   the interference with personal privacy as personal data gets shared within and across social media.
D)   the proliferation of ads and sponsored stories on social networking sites that reduce click-through rates.
E)   the absence of digital cash to complete the near field communication transaction process.

Question 16

To generate traffic to a Facebook page for a brand, which is a mode of advertising on Facebook?

Accepted Answer

A)   Messages can be sent to the inbox on a user's profile page.
B)   Pop-up ads can appear after a user logs in.
C)   Facebook will place links to other webpages on its home page.
D)   Facebook does not allow for any other forms of advertising.
E)   Paid ads and sponsored stories can appear on a user's profile page.

Question 17

Describe the two factors that are used to classify social media.

Accepted Answer

Social media can be classified based on ...

Question 18

New performance measures are emerging in an effort to find an ideal one for social media advertising that

Accepted Answer

A)   links unique visitors and new products.
B)   monitors registered users.
C)   evaluates brand awareness.
D)   ties actual sales revenues to the cost of the ad.
E)   links brand buzz and consumers' emotional connections to the brand.

Question 19

Brand managers can strategically use Twitter to do all of the following except which?

Accepted Answer

A)   respond to user criticisms about a brand to develop more satisfied customers
B)   generate brand buzz by developing an official Twitter profile
C)   tweet and video stream on topics that provide information of value to their consumers
D)   use interactive video and live video features to get users engaged with their brands
E)   post user profiles for job seekers

Question 20

Which of the following is most accurate in describing influencer marketing?

Accepted Answer

A)   There is rarely any type of compensation involved for influencers.
B)   Influencer marketing is based on the concept of personal influence as a behavioral concept.
C)   Influencer marketing is most effective when used in traditional media.
D)   Most influencer marketing has a political purpose.
E)   It is limited in scope because businesses have been unable to find suitable influencers for most products.

Exam 17: Using Social Media and Mobile Marketing to Connect With Consumers

Brand managers find out what people are saying about their brand on Twitter by

Correct AnswerverifiedShow Answer

Which of the following results of the convergence of the real and digital worlds is most accurate?

Correct AnswerverifiedShow Answer

New performance measures are emerging in an effort to find an ideal one for social media advertising that

Correct AnswerverifiedShow Answer

Cost per click is a measure in which

Correct AnswerverifiedShow Answer

Discuss the differences between traditional print media and social media with regard to audience reach, expense and access, training, delivery, permanence, credibility, and social authority.

Correct AnswerverifiedMarketing managers know that social medi...View AnswerShow Answer

Figure 17-4 -Recalling Figure 17-4 above, which social network has both the highest number of users and the highest monthly market share of visits?

Correct AnswerverifiedShow Answer

Brand managers can strategically use Twitter to do all of the following except which?

Correct AnswerverifiedShow Answer

The greatest concern consumers may have regarding the convergence of the real and digital worlds is

Correct AnswerverifiedShow Answer

The ________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Correct AnswerverifiedShow Answer

Figure 17-4 -According to Figure 17-4 above, the correct rank order of social network sites from most to least popular as measured by the number of visits is

Correct AnswerverifiedShow Answer

Which social network has found a niche in helping small business networks reach potential customers, as well as filling its traditional role of connecting job seekers and jobs?

Correct AnswerverifiedShow Answer

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure

Correct AnswerverifiedShow Answer

Which of the following is most accurate in describing influencer marketing?

Correct AnswerverifiedShow Answer

Which of the following statements is true about Facebook?

Correct AnswerverifiedShow Answer

To generate traffic to a Facebook page for a brand, which is a mode of advertising on Facebook?

Correct AnswerverifiedShow Answer

In comparing social media, a brand manager might assess ________ and the characteristics of a site's visitors.

Correct AnswerverifiedShow Answer

Performance measures for social media marketing programs are divided into two types:

Correct AnswerverifiedShow Answer

Describe the two factors that are used to classify social media.

Correct AnswerverifiedSocial media can be classified based on ...View AnswerShow Answer

User-generated content

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The website that enables users to send and receive messages up to 280 characters long is

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Marketing managers know that social medi...
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Social media can be classified based on ...
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