Question 1

Which of the following manages the largest database that can respond to queries in facts, photos, and direct answers?

Accepted Answer

A)  Wikipedia
B)  Twitter
C)  Facebook
D)  Bing
E)  Google

Question 2

The click-through rate is

Accepted Answer

A)  the percentage of recipients who have clicked on a link on the Page to visit a specific site.
B)  the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link.
C)  the percentage of customers who buy a product from the brand website.
D)  the total number of people who have visited a brand's Facebook Page and have become Facebook fans.
E)  the total number of people who have purchased the product online divided by the number of people viewing the Page

Question 3

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)  Friendster.

Question 4

The product like cycle is of most concern for which app?

Accepted Answer

A)  Pandora
B)  Pinterest
C)  Angry Birds
D)  Netflix
E)  Bank of America

Question 5

Performance measures for social media are

Accepted Answer

A)  less specific than those for traditional media.
B)  easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers.
C)  easiest to track using Twitter.
D)  more specific than those for traditional media.
E)  the same as for traditional media.

Question 6

-Based on the social media identified in Figure 16-1 above, blogs are

Accepted Answer

A)  highly interactive websites.
B)  high in self-disclosure but low in media richness.
C)  low in self-disclosure but high in media richness.
D)  websites that are low in self-disclosure.
E)  websites that are high in media richness.

Question 7

-According to Figure 16-4 above, Facebook had about __________ visits as of mid-2014.

Accepted Answer

A)  139 million
B)  168 million
C)  500 million
D)  1 billion
E)  2.54 billion

Question 8

All of the following are social media performance measures EXCEPT:

Accepted Answer

A)  clickstream rate.
B)  unique visitors.
C)  cost per action.
D)  users/members.
E)  click-through rate

Question 9

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Accepted Answer

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

Question 10

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)  active-receivers
D)  traditional consumers
E)  traditional receivers

Question 11

-Based on the social media identified in Figure 16-1 above, a site that has elaborate visuals, graphics, and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?

Accepted Answer

A)  upper left
B)  upper right
C)  lower center
D)  lower right
E)  lower left

Question 12

-According to Figure 16-5 above, Row A is the performance measure described by the accompanying quote "I will pay $0.50 for every 1,000 times this ad loads, up to $100 per month" under the Cost to Advertisers heading:

Accepted Answer

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

Question 13

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 anti-consumerist 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 "agnostic" to advertisements on social media networks.
E)  is an "apostle" 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 14

What are the main ways brand managers can use Twitter?

Accepted Answer

Brand managers can use keyword search mo...

Question 15

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of

Accepted Answer

A)  cost per thousand, and pay $0.50 for every time an ad loads, up to $100 per month.
B)  a negotiated measure, and pay $100 to post their ad for two weeks.
C)  cost per click, and pay $0.50 for every visitor who clicks on the ad and goes to their website.
D)  cost per action, and pay $50 for every purchase that originated from an ad on the site.
E)  cost per like, and pay $1.00 for every unique visitor who likes the advertised product.

Question 16

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 quality of the graphics and video on a website; the online conduct that leads to an unfavorable impression
C)  a visual measure; an emotional measure
D)  the extent to which a user personalizes his/her profile page; adding contact information (telephone, address, and e-mail)  on one's Facebook Page
E)  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

Question 17

Cost per action refers to

Accepted Answer

A)  a fixed amount of money paid to the site for every time a visitor clicks on the ad.
B)  a fixed amount of money paid to the site for placement of the ad.
C)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)  a fixed percentage the site gets paid for placing the ad.
E)  a fixed discount given to a visitor for clicking on the ad.

Question 18

To generate traffic to a Facebook Page for a brand, what is another 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 19

-According to Figure 16-4 above, which social network was closest to Facebook terms of unique U.S. visitors as of mid-2014?

Accepted Answer

A)  LinkedIn
B)  YouTube
C)  Twitter
D)  Angry Birds
E)  Plants vs. Zombies

Question 20

Online content that is published on a publicly accessible website or social networking site is a criterion of

Accepted Answer

A)  social networks.
B)  user generated content (UG
C)  .
C)  blogs.
D)  wikis.
E)  YouTube

Exam 16: Using Social Media to Connect With Consumers

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

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

Correct AnswerverifiedShow Answer

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of

Correct AnswerverifiedShow Answer

The click-through rate is

Correct AnswerverifiedShow Answer

-According to Figure 16-4 above, which social network was closest to Facebook terms of unique U.S. visitors as of mid-2014?

Correct AnswerverifiedShow Answer

To generate traffic to a Facebook Page for a brand, what is another mode of advertising on Facebook?

Correct AnswerverifiedShow Answer

Cost per action refers to

Correct AnswerverifiedShow Answer

-According to Figure 16-5 above, Row A is the performance measure described by the accompanying quote "I will pay $0.50 for every 1,000 times this ad loads, up to $100 per month" under the Cost to Advertisers heading:

Correct AnswerverifiedShow Answer

-Based on the social media identified in Figure 16-1 above, a site that has elaborate visuals, graphics, and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?

Correct AnswerverifiedShow Answer

Online content that is published on a publicly accessible website or social networking site is a criterion of

Correct AnswerverifiedShow Answer

All of the following are social media performance measures EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

-Based on the social media identified in Figure 16-1 above, blogs are

Correct AnswerverifiedShow Answer

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Correct AnswerverifiedShow Answer

Which of the following manages the largest database that can respond to queries in facts, photos, and direct answers?

Correct AnswerverifiedShow Answer

Performance measures for social media are

Correct AnswerverifiedShow Answer

-According to Figure 16-4 above, Facebook had about __________ visits as of mid-2014.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The product like cycle is of most concern for which app?

Correct AnswerverifiedShow Answer

What are the main ways brand managers can use Twitter?

Correct AnswerverifiedBrand managers can use keyword search mo...View AnswerShow Answer

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

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Brand managers can use keyword search mo...
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