Question 1

As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site

Accepted Answer

A)  decreases.
B)  is not affected.
C)  can be manipulated.
D)  increases.
E)  can't be determined.

Question 2

Performance measures for social media 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 3

All of the following are social media performance measures except

Accepted Answer

A)  clickstream rate.
B)  cost per click.
C)  cost per action.
D)  cost per thousand.
E)  click-through rate.

Question 4

Social networks are

Accepted Answer

A)  dating websites such as eHarmony.
B)  Internet browsers like Safari or Firefox.
C)  specific social media such as Facebook, Twitter, LinkedIn, and YouTube.
D)  the replacement for e-mail to send private digital messages.
E)  social media websites that are the high in self-disclosure but low in media richness.

Question 5

In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing: (1)  __________ and (2)  the characteristics of these 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 unique visitors to the website
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 6

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 7

The business-oriented website that lets users post their profiles and connect to a network of businesspeople is

Accepted Answer

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

Question 8

In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing: (1)  the number of users or unique visitors to the website and (2)  __________.

Accepted Answer

A)  the characteristics of these visitors
B)  the availability of a social network to run apps
C)  the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics
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 9

In what way are traditional and social media similar?

Accepted Answer

A)  They both require specialized training.
B)  They both rely upon contributions from established "experts" to create credibility and social authority.
C)  They both can reach either large or niche audiences.
D)  They both are relatively inexpensive or free to produce.
E)  They both produce content that can be altered after posting or publication.

Question 10

After Michael Drysch made his phenomenal hook shot in the Carmex and LeBronJames.com Half-Court Hero promotion, the footage went viral and earned Carmex over 500 million media impressions across TV, print, online, and social media. The lesson here is to

Accepted Answer

A)  focus efforts on gaining YouTube views.
B)  ensure that social media will cross into traditional media.
C)  find ways to maximize social over traditional media.
D)  find ways to use both social and traditional media.
E)  focus efforts on sports-related media such as ESPN.com.

Question 11

In 2012, Facebook acquired

Accepted Answer

A)  Twitter.
B)  Pinterest.
C)  Vimeo.
D)  Snapchat.
E)  Instagram.

Question 12

In terms of performance measures important to marketing managers, unique visitors are

Accepted Answer

A)  the total number of pages fans visit on any of a brand's social media sites in a given time period.
B)  the total number of Facebook page views in one day.
C)  the total number of product website views on YouTube.
D)  visitors who post unique comments on a product's Facebook page.
E)  the total number of unique visitors to a Facebook page in a given time period.

Question 13

Blogs and wikis differ in that a blog is a diary that shows a __________, while a wiki shows the end result as a __________.

Accepted Answer

A)  complete thought process; fragmented group of ideas
B)  sequential journey; single entry
C)  single entry; sequential journey
D)  personal side of the user; formal presentation
E)  long narrative; block of text

Question 14

The interaction rate is

Accepted Answer

A)  the total number of people who are fans of the post divided by the total number of people in the target demographic.
B)  the number of people who "like" a post.
C)  the number of people who read a post on a page divided by the total number of people seeing the post.
D)  the number of people who connect with a post divided by the total number of people seeing the post.
E)  the number of people who visit the product website and click on at least one link.

Question 15

A wiki is a

Accepted Answer

A)  web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
B)  business-oriented website that lets users create profiles for professional networking.
C)  unique type of Internet browser where search results are personalized for each user.
D)  website where users create a personal profile, add "friends," and exchange messages and photos with them.
E)  website whose content is created and edited by the ongoing collaboration of end users.

Question 16

Companies such as Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Accepted Answer

A)  popular trends among members of the over-65 market.
B)  technological advancements that can be used to promote their brands.
C)  new slang terms to create more effective advertisement copy.
D)  recruiting prospective employees.
E)  customer complaints and suggestions.

Question 17

A publicly accessible personal journal and online forum for an individual or organization is __________, whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.

Accepted Answer

A)  an Internet browser; blog
B)  a wiki; blog
C)  a blog; wiki
D)  a Facebook; Twitter
E)  a Twitter Page; Facebook Page

Question 18

If a clothing store is hoping to let customers know of its competitive prices on jeans, a useful smartphone app to spread this information most likely would be

Accepted Answer

A)  Instagram.
B)  an app that conducts price-comparison searches.
C)  Twitter.
D)  an app released by Facebook that lets customers receive discounts for "checking in" at a store location.
E)  an app that lets a customer look at different brands and order the one he/she wants.

Question 19

In terms of performance measures, fans are

Accepted Answer

A)  the total number of unique visitors to a Facebook page in a given time period.
B)  the number of people who have opted in to a brand's messages through a social media platform at a given time.
C)  the percentage of people who have clicked on a link on the page to visit a specific site.
D)  the number of people who interact with a post ("like," make a comment, and so on)  divided by the total number of people seeing the post.
E)  the brand's share or percentage of all the online social media chatter related to its product category or a topic.

Question 20

An active receiver who is "delighted" with the brand advertised and sends messages to his/her online friends about the brand is referred to as

Accepted Answer

A)  an expert.
B)  a follower.
C)  an end receiver.
D)  a traditional consumer.
E)  an evangelist.

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing: (1) the number of users or unique visitors to the website and (2) __________.

Correct AnswerverifiedShow Answer

In what way are traditional and social media similar?

Correct AnswerverifiedShow Answer

Social networks are

Correct AnswerverifiedShow Answer

In terms of performance measures, fans are

Correct AnswerverifiedShow Answer

After Michael Drysch made his phenomenal hook shot in the Carmex and LeBronJames.com Half-Court Hero promotion, the footage went viral and earned Carmex over 500 million media impressions across TV, print, online, and social media. The lesson here is to

Correct AnswerverifiedShow Answer

In 2012, Facebook acquired

Correct AnswerverifiedShow Answer

As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site

Correct AnswerverifiedShow Answer

If a clothing store is hoping to let customers know of its competitive prices on jeans, a useful smartphone app to spread this information most likely would be

Correct AnswerverifiedShow Answer

An active receiver who is "delighted" with the brand advertised and sends messages to his/her online friends about the brand is referred to as

Correct AnswerverifiedShow Answer

In terms of performance measures important to marketing managers, unique visitors are

Correct AnswerverifiedShow Answer

A publicly accessible personal journal and online forum for an individual or organization is __________, whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.

Correct AnswerverifiedShow Answer

A wiki is a

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

The interaction rate is

Correct AnswerverifiedShow Answer

Companies such as Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Correct AnswerverifiedShow Answer

The business-oriented website that lets users post their profiles and connect to a network of businesspeople is

Correct AnswerverifiedShow Answer

In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing: (1) __________ and (2) the characteristics of these visitors.

Correct AnswerverifiedShow Answer

All of the following are social media performance measures except

Correct AnswerverifiedShow Answer

Blogs and wikis differ in that a blog is a diary that shows a __________, while a wiki shows the end result as a __________.

Correct AnswerverifiedShow Answer

Performance measures for social media are divided into two types:

Correct AnswerverifiedShow Answer

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A publicly accessible personal journal and online forum for an individual or organization is , whereas a website whose online content is created and edited by the ongoing collaboration of end users is a .

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Blogs and wikis differ in that a blog is a diary that shows a , while a wiki shows the end result as a .

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