Question 1

Aside from an individual Facebook Page for a brand, what is the other mode of advertising on Facebook?

Accepted Answer

A) 	Messages are sent to the “inbox” on a user’s profile page. 
B) 	Pop-up ads appear after a user logs in. 
C) 	Ads appear on the right-hand side of a user’s profile page. 
D) 	They are integrated into the “newsfeed” on a Facebook user’s home page. 
E) 	Facebook does not allow for any other forms of advertising. 
A) 	Messages are sent to the “inbox” on a user’s profile page. 
B) 	Pop-up ads appear after a user logs in. 
C) 	Ads appear on the right-hand side of a user’s profile page. 
D) 	They are integrated into the “newsfeed” on a Facebook user’s home page. 
E) 	Facebook does not allow for any other forms of advertising.

Question 2

Smart systems are

Accepted Answer

A) computer-based networks that trigger actions by sensing changes in the real or digital world. 
B) highly organized social media campaigns that use avatars to promote a brand. 
C) social networking sites that allow for people to keep in touch with photos,videos,and short-text entries. 
D) financially successful social networking sites. 
E) programs that provide measures of an ad's success on social networking sites. 
A) computer-based networks that trigger actions by sensing changes in the real or digital world. 
B) highly organized social media campaigns that use avatars to promote a brand. 
C) social networking sites that allow for people to keep in touch with photos,videos,and short-text entries. 
D) financially successful social networking sites. 
E) programs that provide measures of an ad's success on social networking sites.

Question 3

YouTube 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.

Question 4

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Accepted Answer

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

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)the number of daily visitors to the website and (2)__________.

Accepted Answer

A) the availability of 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 characteristics of these visitors 
D) the ability of the social network to pull controversial content 
E) the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches 
A) the availability of 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 characteristics of these visitors 
D) the ability of the social network to pull controversial content 
E) the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches

Question 6

The social media website open to anyone age 13 and over,where users keep family and friends up to date on what they are thinking,doing,and feeling; chat with friends,create and join common-interest groups organized by workplace,high school,college,and  Pages is known as

Accepted Answer

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

Question 7

What is meant by "convergence" of real and digital worlds and provide one example?

Accepted Answer

The convergence of real and digital worl

Question 8

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. 
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 9

The social network that is used solely for sharing videos is

Accepted Answer

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

Question 10

When thousands of college-age "brand ambassadors" at colleges and universities across the U.S.needed to recruit volunteers to help incoming freshmen on campus move-in day,the most effective way to reach the greatest number of students was by using

Accepted Answer

A) the campus radio. 
B) social media. 
C) phone solicitations. 
D) ads in the campus newspaper. 
E) hanging ads on dorm-room handles. 
A) the campus radio. 
B) social media. 
C) phone solicitations. 
D) ads in the campus newspaper. 
E) hanging ads on dorm-room handles.

Question 11

Apps are

Accepted Answer

A) computer-based networks that trigger actions by sensing changes in the real or digital world. 
B) software programs to measure the number of times an ad loads on a webpage. 
C) small,downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices. 
D) a failed marketing gimmick to advertise the benefits of smartphones. 
E) programs that can be used to organize large groups of people to form protests on social networking sites. 
A) computer-based networks that trigger actions by sensing changes in the real or digital world. 
B) software programs to measure the number of times an ad loads on a webpage. 
C) small,downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices. 
D) a failed marketing gimmick to advertise the benefits of smartphones. 
E) programs that can be used to organize large groups of people to form protests on social networking sites.

Question 12

The AOI marketing team used the following approach in its Bitter Girls marketing strategy to develop a following in its target market by

Accepted Answer

A) setting up a Twitter account for each of the Bitter Girls. 
B) producing a six-minute YouTube video,featuring a one-minute cameo appearance by each girl. 
C) creating a hypothetical LinkedIn "connection" for each Bitter Girl. 
D) creating an official Facebook 
A) setting up a Twitter account for each of the Bitter Girls. 
B) producing a six-minute YouTube video,featuring a one-minute cameo appearance by each girl. 
C) creating a hypothetical LinkedIn "connection" for each Bitter Girl. 
D) creating an official Facebook

Question 13

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

Question 14

Performance measures for outputs or revenues 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. 
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 15

"Epicurious" is a website where recipes are posted by the site owner and individual cooks.Using a "four-fork" rating system,users rate and comment on these recipes for ease or difficulty in preparation,the taste of the finished dish,and whether or not they would use the recipe again.What type of social media website is "Epicurious?"

Accepted Answer

A) Web 2.0 
B) a Facebook 
C) a wiki 
D) a blog 
E) a Twitter Page 
A) Web 2.0 
B) a Facebook 
C) a wiki 
D) a blog 
E) a Twitter Page

Question 16

When promoting its new Fiesta subcompact,Ford's "Fiesta movement" on Twitter received __________ tweets.

Accepted Answer

A) 100,000 
B) 400,000 
C) 1 million 
D) 4 million 
E) 10 million 
A) 100,000 
B) 400,000 
C) 1 million 
D) 4 million 
E) 10 million

Question 17

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

Question 18

What is a main difference between advertising in traditional print media and advertising on Facebook?

Accepted Answer

A) Brand managers compose the title,the copy and the images or photos of the ad for traditional media,not social media. 
B) Demographics are not taken into account when placing ads on Facebook. 
C) Brand managers do not keep an expense budget for Facebook ads. 
D) Brand managers cannot control the content of their Facebook ads-the advertising agency does. 
E) Brand managers do not select the placement of where the ads are seen on Facebook. 
A) Brand managers compose the title,the copy and the images or photos of the ad for traditional media,not social media. 
B) Demographics are not taken into account when placing ads on Facebook. 
C) Brand managers do not keep an expense budget for Facebook ads. 
D) Brand managers cannot control the content of their Facebook ads-the advertising agency does. 
E) Brand managers do not select the placement of where the ads are seen on Facebook.

Aside from an individual Facebook Page for a brand, what is the other mode of advertising on Facebook?

Smart systems are

YouTube is

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

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 daily visitors to the website and (2)__________.

The social media website open to anyone age 13 and over,where users keep family and friends up to date on what they are thinking,doing,and feeling; chat with friends,create and join common-interest groups organized by workplace,high school,college,and Pages is known as

What is meant by "convergence" of real and digital worlds and provide one example?

In terms of performance measures,fans are

The social network that is used solely for sharing videos is

When thousands of college-age "brand ambassadors" at colleges and universities across the U.S.needed to recruit volunteers to help incoming freshmen on campus move-in day,the most effective way to reach the greatest number of students was by using

Apps are

The AOI marketing team used the following approach in its Bitter Girls marketing strategy to develop a following in its target market by

Facebook is

Performance measures for outputs or revenues for social media are

When promoting its new Fiesta subcompact,Ford's "Fiesta movement" on Twitter received __________ tweets.

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

What is a main difference between advertising in traditional print media and advertising on Facebook?

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

Aside from an individual Facebook Page for a brand, what is the other mode of advertising on Facebook?

Smart systems are

YouTube is

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

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 daily visitors to the website and (2)__________.

The social media website open to anyone age 13 and over,where users keep family and friends up to date on what they are thinking,doing,and feeling; chat with friends,create and join common-interest groups organized by workplace,high school,college,and Pages is known as

What is meant by "convergence" of real and digital worlds and provide one example?

In terms of performance measures,fans are

The social network that is used solely for sharing videos is

When thousands of college-age "brand ambassadors" at colleges and universities across the U.S.needed to recruit volunteers to help incoming freshmen on campus move-in day,the most effective way to reach the greatest number of students was by using

Apps are

The AOI marketing team used the following approach in its Bitter Girls marketing strategy to develop a following in its target market by

Facebook is

Performance measures for outputs or revenues for social media are

When promoting its new Fiesta subcompact,Ford's "Fiesta movement" on Twitter received __________ tweets.

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

What is a main difference between advertising in traditional print media and advertising on Facebook?

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