Question 1

Which of the following responses does the textbook recommend a brand manager take during a social media attack on a brand?

Accepted Answer

A) Immediately respond to the attack with aggression to get the attackers to back down. 
B) Ignore your detractors so they will stop commenting. 
C) Communicate your solution with transparency and an approachable tone through multiple social media platforms. 
D) Use only traditional media to reach the target audience because the issues can be explored in greater detail that way. 
E) Accept whatever solution the attackers offer,as quickly as possible. 
A) Immediately respond to the attack with aggression to get the attackers to back down. 
B) Ignore your detractors so they will stop commenting. 
C) Communicate your solution with transparency and an approachable tone through multiple social media platforms. 
D) Use only traditional media to reach the target audience because the issues can be explored in greater detail that way. 
E) Accept whatever solution the attackers offer,as quickly as possible. C

Question 2

The Greenpeace campaign against Nestlé using social media was effective because

Accepted Answer

A) Greenpeace quickly agreed that Nestlé appeared to be acting in a socially responsible manner with a commitment to global sustainability. 
B) by using social media instead of traditional media,Greenpeace was saving trees. 
C) Greenpeace effectively used a variety of media,both traditional and social,for its "shock campaign." 
D) the attention Greenpeace garnered helped to promote the sales of Nestlé's Kit Kat candy bars. 
E) Nestlé immediately apologized and pledged to end its use of unsustainable palm oil. 
A) Greenpeace quickly agreed that Nestlé appeared to be acting in a socially responsible manner with a commitment to global sustainability. 
B) by using social media instead of traditional media,Greenpeace was saving trees. 
C) Greenpeace effectively used a variety of media,both traditional and social,for its "shock campaign." 
D) the attention Greenpeace garnered helped to promote the sales of Nestlé's Kit Kat candy bars. 
E) Nestlé immediately apologized and pledged to end its use of unsustainable palm oil. C

Question 3

LinkedIn 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 enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day. 
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 enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day. C

Question 4

The number of Page views divided by visitors in a given time period is referred to as

Accepted Answer

A) 	gross page views. 
B) 	the average page views per visitor. 
C) 	website “hits.” 
D) 	the website view rate. 
E) 	the interaction rate. 
A) 	gross page views. 
B) 	the average page views per visitor. 
C) 	website “hits.” 
D) 	the website view rate. 
E) 	the interaction rate.

Question 5

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Accepted Answer

A) power tools. 
B) financial services. 
C) cars. 
D) men's cologne. 
E) blenders. 
A) power tools. 
B) financial services. 
C) cars. 
D) men's cologne. 
E) blenders.

Question 6

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

Accepted Answer

A brand manager composes the title,copy,

Question 7

In classifying social media,self-disclosure is

Accepted Answer

A) the degree to which a person's thoughts,feelings,likes,and dislikes are made public. 
B) the degree of acoustic,visual,and personal contact between two communication partners. 
C) an undesirable effect of social media in which too much personal information is given by users,resulting in identity theft. 
D) a growing trend in which telephone and e-mail communications contribute to one's online profile. 
E) behavior that leads to an unfavorable impression by other online users. 
A) the degree to which a person's thoughts,feelings,likes,and dislikes are made public. 
B) the degree of acoustic,visual,and personal contact between two communication partners. 
C) an undesirable effect of social media in which too much personal information is given by users,resulting in identity theft. 
D) a growing trend in which telephone and e-mail communications contribute to one's online profile. 
E) behavior that leads to an unfavorable impression by other online users.

Question 8

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) the Honda website 
A) Pinterest 
B) LinkedIn 
C) Twitter 
D) YouTube 
E) the Honda website

Question 9

As a performance measure,share of voice is

Accepted Answer

A) the number of comments users are making on a product or a brand. 
B) the percentage of comments users are making on the unique videos posted about a product or brand. 
C) the brand's share or percentage of all the online social media chatter related to a product category or topic. 
D) the number of users tweeting about a brand or product. 
E) the number of users chatting online about a brand or product.. 
A) the number of comments users are making on a product or a brand. 
B) the percentage of comments users are making on the unique videos posted about a product or brand. 
C) the brand's share or percentage of all the online social media chatter related to a product category or topic. 
D) the number of users tweeting about a brand or product. 
E) the number of users chatting online about a brand or product..

Question 10

Describe the communications process of both traditional media and social media.

Accepted Answer

Traditional media use one-way communicat

Question 11

Companies like 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. 
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 12

A single social media site like Facebook or YouTube is referred to as a(n)

Accepted Answer

A) social network. 
B) gaming website. 
C) electronic media. 
D) social media. 
E) feedback media. 
A) social network. 
B) gaming website. 
C) electronic media. 
D) social media. 
E) feedback media.

Question 13

Brand managers can use Twitter strategically to

Accepted Answer

A) respond to user criticisms about a brand through "re-tweets" to develop more satisfied customers. 
B) generate brand buzz by developing an official Twitter profile. 
C) tweet on topics that provide information of value to their customers. 
D) operate promotions in real time. 
E) all of the above. 
A) respond to user criticisms about a brand through "re-tweets" to develop more satisfied customers. 
B) generate brand buzz by developing an official Twitter profile. 
C) tweet on topics that provide information of value to their customers. 
D) operate promotions in real time. 
E) all of the above.

Question 14

With a limited marketing budget,the AOI team concluded the best way to develop a following was to

Accepted Answer

A) develop a hypothetical LinkedIn "connection" for each Bitter Girl. 
B) produce a 3-minute YouTube video,hoping it would go viral. 
C) utilize its own website and Facebook. 
D) aggressively describe Bitter Girls on Twitter. 
E) feature creative stories about each Bitter Girl that then appear on Vimeo. 
A) develop a hypothetical LinkedIn "connection" for each Bitter Girl. 
B) produce a 3-minute YouTube video,hoping it would go viral. 
C) utilize its own website and Facebook. 
D) aggressively describe Bitter Girls on Twitter. 
E) feature creative stories about each Bitter Girl that then appear on Vimeo.

Question 15

When Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________,as visuals,graphics,and animations were the major draw for World of Warcraft users.

Accepted Answer

A) media richness 
B) self-disclosure 
C) "twitterness" 
D) product placement 
E) "wikiness" 
A) media richness 
B) self-disclosure 
C) "twitterness" 
D) product placement 
E) "wikiness"

Question 16

If you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement Twitter?

Accepted Answer

A) Monitor other Twitter accounts for negative mentions of your brand. 
B) Aggressively defend your brand on your Twitter account. 
C) Create an account and generate followers by posting photos of the new product. 
D) Create an account and tweet about it the day before releasing the product. 
E) Be interesting and unexpected through posting on current events such as an upcoming political election. 
A) Monitor other Twitter accounts for negative mentions of your brand. 
B) Aggressively defend your brand on your Twitter account. 
C) Create an account and generate followers by posting photos of the new product. 
D) Create an account and tweet about it the day before releasing the product. 
E) Be interesting and unexpected through posting on current events such as an upcoming political election.

Question 17

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 a 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 
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 a 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 18

All the following statements about user generated content (UGC)are true EXCEPT:

Accepted Answer

A) UGC is published on a publicly accessible website and created by end users. 
B) UGC is reposting an article found in a newspaper or magazine without editing. 
C) UGC is consumer-generated by an individual outside of a professional organization. 
D) UGC shows a significant degree of creative effort. 
E) UGC is not simply e-mail,but is published on a publicly accessible website. 
A) UGC is published on a publicly accessible website and created by end users. 
B) UGC is reposting an article found in a newspaper or magazine without editing. 
C) UGC is consumer-generated by an individual outside of a professional organization. 
D) UGC shows a significant degree of creative effort. 
E) UGC is not simply e-mail,but is published on a publicly accessible website.

Question 19

Social media advertising is helpful to brand managers because consumers are __________.

Accepted Answer

A) captive receivers who buy products online. 
B) end-receivers who buy products online. 
C) traditional consumers who buy products in retail stores. 
D) active receivers who send UGC to both friends and advertisers. 
E) traditional receivers who browse products online. 
A) captive receivers who buy products online. 
B) end-receivers who buy products online. 
C) traditional consumers who buy products in retail stores. 
D) active receivers who send UGC to both friends and advertisers. 
E) traditional receivers who browse products online.

Question 20

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a

Accepted Answer

A) wiki. 
B) blog. 
C) portmanteau. 
D) Facebook 
A) wiki. 
B) blog. 
C) portmanteau. 
D) Facebook

Which of the following responses does the textbook recommend a brand manager take during a social media attack on a brand?

The Greenpeace campaign against Nestlé using social media was effective because

LinkedIn is

The number of Page views divided by visitors in a given time period is referred to as

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

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

In classifying social media,self-disclosure is

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 __________.

As a performance measure,share of voice is

Describe the communications process of both traditional media and social media.

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

A single social media site like Facebook or YouTube is referred to as a(n)

Brand managers can use Twitter strategically to

With a limited marketing budget,the AOI team concluded the best way to develop a following was to

When Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________,as visuals,graphics,and animations were the major draw for World of Warcraft users.

If you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement Twitter?

A blog is ,whereas a wiki is .

All the following statements about user generated content (UGC)are true EXCEPT:

Social media advertising is helpful to brand managers because consumers are __________.

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Buildign an Effective Marketing Plan

Filters

Exam 16: Using Social Media to Connect With Consumers

Which of the following responses does the textbook recommend a brand manager take during a social media attack on a brand?

The Greenpeace campaign against Nestlé using social media was effective because

LinkedIn is

The number of Page views divided by visitors in a given time period is referred to as

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

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

In classifying social media,self-disclosure is

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 __________.

As a performance measure,share of voice is

Describe the communications process of both traditional media and social media.

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

A single social media site like Facebook or YouTube is referred to as a(n)

Brand managers can use Twitter strategically to

With a limited marketing budget,the AOI team concluded the best way to develop a following was to

When Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________,as visuals,graphics,and animations were the major draw for World of Warcraft users.

If you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement Twitter?

A blog is __________,whereas a wiki is __________.

All the following statements about user generated content (UGC)are true EXCEPT:

Social media advertising is helpful to brand managers because consumers are __________.

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Buildign an Effective Marketing Plan

Filters

A blog is ,whereas a wiki is .