Question 1

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

Accepted Answer

Social media can be classified based on ...

Question 2

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 3

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 4

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Accepted Answer

A)   create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products
B)   monitor e-mails for customer complaints and respond promptly with a 50 percent discount coupon
C)   hold a cooking contest to generate new recipes using Betty Crocker products
D)   produce commercials incorporating images of Betty Crocker cooking with the late Julia Child
E)   produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook

Question 5

Pop singer Rebecca Black used __________ to post her video "Friday," which went viral and earned her many fans.She now has her own channel on the same platform.

Accepted Answer

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

Question 6

Figure 16-5 
-According to Figure 16-5,B is the performance measure referred to as

Accepted Answer

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

Question 7

Brand managers use both traditional and social media to promote and advertise their products.Traditional media __________ while social media __________.

Accepted Answer

A)   appeal to a younger audience; appeal to a middle-aged audience
B)   are cheaper; are more creative
C)   are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete
D)   are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them
E)   take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual

Question 8

Media richness is __________ in face-to-face communication than in telephone or email communications.

Accepted Answer

A)   more biased
B)   lower
C)   higher
D)   more technological
E)   less independent

Question 9

Figure 16-5 
-According to Figure 16-5,Row A is the performance measure referred to as

Accepted Answer

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

Question 10

Within the context of social media,an "evangelist" is an online user who

Accepted Answer

A)   is "delighted" about the brand advertised and sends messages to his/her online friends and then back to the advertiser about the joys of using the brand.
B)   tries to promote an anticonsumerist agenda to other online users, hindering the effectiveness of online advertisements.
C)   is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends.
D)   is indifferent or neutral to advertisements on social networks.
E)   is an advocate who develops his/her own Facebook, Twitter, and/or YouTube following and therefore should be contacted by advertisers about placing an ad on his/her website.

Question 11

What are the four guidelines to engage fans on Facebook?

Accepted Answer

Research suggests,first,be creative in u...

Question 12

Twitter 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 short 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 website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 13

A blog is __________,whereas a wiki is __________.

Accepted Answer

A)   a log of an individual's Internet activity; Internet activity updated by the user
B)   a website for companies to gather customer insights; an academic tool to post grades and projects
C)   a website whose online content is created and edited by the ongoing collaboration of end users; a publicly accessible personal journal and online forum for an individual or organization
D)   a publicly accessible personal journal and online forum for an individual or organization; a website whose online content is created and edited by the ongoing collaboration of end users
E)   an advertising forum; an artistic forum

Question 14

A single social media site with millions of users interacting with each other,like Facebook,Twitter,LinkedIn,and YouTube,is referred to as

Accepted Answer

A)   a social network.
B)   a gaming website.
C)   an electronic medium.
D)   a social medium.
E)   a feedback medium.

Question 15

If a brand manager for Honda creates an offbeat and funny video featuring its latest model,the best social networking site to publish the video for marketing purposes would be

Accepted Answer

A)   Pinterest.
B)   LinkedIn.
C)   Twitter.
D)   YouTube.
E)   a personal blog.

Question 16

What are the three performance measures brand managers typically use to assess the inputs or costs of social media?
 In your response,provide an example of what the payment terms would be for an advertiser.Also,identify the advantages and disadvantages of each metric.

Accepted Answer

Performance measures for the inputs or c...

Question 17

__________ refers to any marketing activity conducted though Internet networks to which consumer are continuously connected using a personal mobile device.

Accepted Answer

A)   Mobile marketing
B)   Global positioning satellite (GPS)  advertising
C)   QR coding
D)   Digital promotion
E)   RFD algorithms

Question 18

Individuals and organizations can establish themselves as "experts" in their given field,thereby becoming "influencers" in that field.But with social media,a sender often simply begins to participate in the ________,hoping that the quality of the message will establish credibility with the receivers,thereby enhancing the sender's influence.

Accepted Answer

A)   digital thread
B)   conversation
C)   amateur discussion
D)   discussion pool
E)   information superhighway

Question 19

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 20

As a performance measure for social networks,the percentage of recipients who have clicked on a link on the page to visit a specific site is the

Accepted Answer

A)   fan follow-through percentage.
B)   click-through rate.
C)   pass-through rate.
D)   recipient rate.
E)   website click rate.

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

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

Correct Answer
verified

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Correct Answer
verified

Twitter is

Correct Answer
verified

If a brand manager for Honda creates an offbeat and funny video featuring its latest model,the best social networking site to publish the video for marketing purposes would be

Correct Answer
verified

A single social media site with millions of users interacting with each other,like Facebook,Twitter,LinkedIn,and YouTube,is referred to as

Correct Answer
verified

What are the four guidelines to engage fans on Facebook?

Correct Answer
verified
Research suggests,first,be creative in u...
View Answer

__________ refers to any marketing activity conducted though Internet networks to which consumer are continuously connected using a personal mobile device.

Correct Answer
verified

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

Correct Answer
verified
Social media can be classified based on ...
View Answer

Figure 16-5 -According to Figure 16-5,B is the performance measure referred to as

Correct Answer
verified

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

Correct Answer
verified

Cost per click is a measure in which

Correct Answer
verified

Correct Answer
verified

Media richness is __________ in face-to-face communication than in telephone or email communications.

Correct Answer
verified

Pop singer Rebecca Black used __________ to post her video "Friday," which went viral and earned her many fans.She now has her own channel on the same platform.

Correct Answer
verified

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response,provide an example of what the payment terms would be for an advertiser.Also,identify the advantages and disadvantages of each metric.

Correct Answer
verified
Performance measures for the inputs or c...
View Answer

Brand managers use both traditional and social media to promote and advertise their products.Traditional media while social media .

Correct Answer
verified

As a performance measure for social networks,the percentage of recipients who have clicked on a link on the page to visit a specific site is the

Correct Answer
verified

Figure 16-5 -According to Figure 16-5,Row A is the performance measure referred to as

Correct Answer
verified

A blog is ,whereas a wiki is .

Correct Answer
verified

Within the context of social media,an "evangelist" is an online user who

Correct Answer
verified

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

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

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Correct AnswerverifiedShow Answer

Twitter is

Correct AnswerverifiedShow Answer

If a brand manager for Honda creates an offbeat and funny video featuring its latest model,the best social networking site to publish the video for marketing purposes would be

Correct AnswerverifiedShow Answer

A single social media site with millions of users interacting with each other,like Facebook,Twitter,LinkedIn,and YouTube,is referred to as

Correct AnswerverifiedShow Answer

What are the four guidelines to engage fans on Facebook?

Correct AnswerverifiedResearch suggests,first,be creative in u...View AnswerShow Answer

__________ refers to any marketing activity conducted though Internet networks to which consumer are continuously connected using a personal mobile device.

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

Figure 16-5 -According to Figure 16-5,B is the performance measure referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Cost per click is a measure in which

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Media richness is __________ in face-to-face communication than in telephone or email communications.

Correct AnswerverifiedShow Answer

Pop singer Rebecca Black used __________ to post her video "Friday," which went viral and earned her many fans.She now has her own channel on the same platform.

Correct AnswerverifiedShow Answer

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response,provide an example of what the payment terms would be for an advertiser.Also,identify the advantages and disadvantages of each metric.

Correct AnswerverifiedPerformance measures for the inputs or c...View AnswerShow Answer

Brand managers use both traditional and social media to promote and advertise their products.Traditional media __________ while social media __________.

Correct AnswerverifiedShow Answer

As a performance measure for social networks,the percentage of recipients who have clicked on a link on the page to visit a specific site is the

Correct AnswerverifiedShow Answer

Figure 16-5 -According to Figure 16-5,Row A is the performance measure referred to as

Correct AnswerverifiedShow Answer

A blog is __________,whereas a wiki is __________.

Correct AnswerverifiedShow Answer

Within the context of social media,an "evangelist" is an online user who

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 Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Research suggests,first,be creative in u...
View Answer

Correct Answer
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Correct Answer
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Social media can be classified based on ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Performance measures for the inputs or c...
View Answer

Brand managers use both traditional and social media to promote and advertise their products.Traditional media while social media .

Correct Answer
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Correct Answer
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Correct Answer
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A blog is ,whereas a wiki is .

Correct Answer
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Correct Answer
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