Question 1

Companies such as Hewlett-Packard and Frito-Lay routinely monitor ________ to gain insights into customer complaints and suggestions.

Accepted Answer

A)   blogs
B)   wikis
C)   single entry e-diaries
D)   avatars
E)   email traffic

Question 2

Users or members of social networks are

Accepted Answer

A)   where a social network's following comes from-with fans coming from a friend being more valuable than those coming from an ad.
B)   the total number of unique individuals to a web page in a given time period-counted each time they log on to the site during that period of time.
C)   the total number of unique individuals to a web page in a given time period, regardless of how many times they log on to the site during that period of time.
D)   individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password.
E)   the number of people who have opted in to a brand's messages through a social media platform at a given time.

Question 3

The social network that is used solely for sharing videos is

Accepted Answer

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

Question 4

All of the following are tips experts recommend to student job seekers using LinkedIn except which?

Accepted Answer

A)   Write an informative, short, memorable profile headline.
B)   Include an appropriate photo of yourself.
C)   Include as many recommendations as you can get.
D)   Fill in the Skills & Expertise section with keywords that recruiters use in their searches.
E)   Set your profile to "public" and include its URL on your resume.

Question 5

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media first seek to reach

Accepted Answer

A)   two-way receivers.
B)   end receivers.
C)   active receivers.
D)   followers.
E)   connections.

Question 6

A fan source is

Accepted Answer

A)   a pool of social media users with a propensity to interact with brands, including recommending them to friends.
B)   where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad.
C)   all Facebook fans in the target demographic for a particular brand.
D)   the number of fans who interact with a Facebook page.
E)   the number of fans who are evangelists for a brand.

Question 7

To create a successful advertising campaign on Facebook,a good strategy is for a brand manager to use it to

Accepted Answer

A)   create ads that will appear in a specified, strategic position on every page when users log in to their profiles.
B)   create and send an e-mail message to every registered Facebook user.
C)   create video ads with a funny, engaging, character spokesperson for the brand that will capture users' attention and go viral.
D)   create ads that incorporate controversial topics such as religion and politics to get Facebook users to "like" their page.
E)   create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.

Question 8

What is a "dot" on StuffDot?

Accepted Answer

A)   a follower
B)   a campus ambassador
C)   a user commission
D)   a user post
E)   a request for more information

Question 9

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)  covers all the ways people can use social media.
E)  is a formal term for flash mobs.

Question 10

The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as

Accepted Answer

A)   followers.
B)   visitors.
C)   active receivers.
D)   fans.
E)   vloggers.

Question 11

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 __________ 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 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 12

Figure 16-1

-One dimension,________,is used to classify social media and is shown in Figure 16-1 on the -axis,ranging from "impersonal" to "very personal."

Accepted Answer

A)   user-generated content
B)   social value
C)   self-disclosure
D)   media richness
E)   emotive content

Question 13

What is the role of a brand manager in advertising on social media like Facebook?

Accepted Answer

Facebook pages allow a brand manager to ...

Question 14

In classifying social media,media richness is __________,whereas self-disclosure is __________.

Accepted Answer

A)   the degree to which a person's thoughts, feelings, likes, and dislikes are made public; the degree of acoustic, visual, and personal contact between two communication partners
B)   the degree of acoustic, visual, and personal contact between two communication partners; the degree to which a person's thoughts, feelings, likes, and dislikes are made public
C)   the quality of the graphics and video on a website; the online conduct that leads to an unfavorable impression
D)   a visual measure; an emotional measure
E)   the extent to which a user personalizes his/her profile page; adding contact information (telephone, address, and email)  on one's Facebook Page

Question 15

Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products.These consumers are therefore referred to as

Accepted Answer

A)   one-way consumers.
B)   passive receivers.
C)   inert users.
D)   traditional consumers.
E)   traditional receivers.

Question 16

What is another term that is sometimes used interchangeably with social media?

Accepted Answer

A)  net platforms
B)  Web 3.0
C)  user-generated content
D)  user platforms
E)  peer-to-peer networking

Question 17

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time) and __________ (if someone visits five times in one day,he or she is counted once) .

Accepted Answer

A)   followers; fans
B)   unique fans; visitors
C)   fans; unique visitors
D)   fans; unique page views
E)   followers; unique visitors

Question 18

Carmex partnered with LeBron James by using which of the following social networks to conduct a scavenger hunt with short,real-time clues to the location of a prize?

Accepted Answer

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

Question 19

Facebook is

Accepted Answer

A)   a website where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them.
B)   a website that enables users to send and receive "tweets," messages up to 140 characters long.
C)   a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D)   a video-sharing website in which users can upload, distribute, view, and comment on videos.
E)   a virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.

Question 20

Individuals who have registered on a social networking site by completing the process involved,such as providing their name,an ID (usually an email address) ,and a password,as well as answering a few questions (date of birth,gender,etc.) are referred to as

Accepted Answer

A)   users/members.
B)   unique visitors.
C)   visitors.
D)   fans.
E)   vloggers.

Exam 16: Using Social Media and Mobile Marketing to Connect With Consumers

To create a successful advertising campaign on Facebook,a good strategy is for a brand manager to use it to

Correct AnswerverifiedShow Answer

Individuals who have registered on a social networking site by completing the process involved,such as providing their name,an ID (usually an email address) ,and a password,as well as answering a few questions (date of birth,gender,etc.) are referred to as

Correct AnswerverifiedShow Answer

The social network that is used solely for sharing videos is

Correct AnswerverifiedShow Answer

What is the role of a brand manager in advertising on social media like Facebook?

Correct AnswerverifiedFacebook pages allow a brand manager to ...View AnswerShow Answer

In classifying social media,media richness is __________,whereas self-disclosure is __________.

Correct AnswerverifiedShow Answer

The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as

Correct AnswerverifiedShow Answer

Companies such as Hewlett-Packard and Frito-Lay routinely monitor ________ to gain insights into customer complaints and suggestions.

Correct AnswerverifiedShow Answer

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time) and __________ (if someone visits five times in one day,he or she is counted once) .

Correct AnswerverifiedShow Answer

Figure 16-1 -One dimension,________,is used to classify social media and is shown in Figure 16-1 on the -axis,ranging from "impersonal" to "very personal."

Correct AnswerverifiedShow Answer

Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products.These consumers are therefore referred to as

Correct AnswerverifiedShow Answer

Carmex partnered with LeBron James by using which of the following social networks to conduct a scavenger hunt with short,real-time clues to the location of a prize?

Correct AnswerverifiedShow Answer

All of the following are tips experts recommend to student job seekers using LinkedIn except which?

Correct AnswerverifiedShow Answer

Users or members of social networks are

Correct AnswerverifiedShow Answer

What is a "dot" on StuffDot?

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 __________ and the characteristics of a site's visitors.

Correct AnswerverifiedShow Answer

A fan source is

Correct AnswerverifiedShow Answer

What is another term that is sometimes used interchangeably with social media?

Correct AnswerverifiedShow Answer

Facebook is

Correct AnswerverifiedShow Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media first seek to reach

Correct AnswerverifiedShow Answer

User-generated content

Correct AnswerverifiedShow Answer

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Facebook pages allow a brand manager to ...
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In classifying social media,media richness is ,whereas self-disclosure is .

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Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time) and (if someone visits five times in one day,he or she is counted once) .

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