Question 1

User-generated content

Accepted Answer

A) is the content posted by only one user on his or her private blog. 
B) refers to 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. 
A) is the content posted by only one user on his or her private blog. 
B) refers to 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. D

Question 2

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. 
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. B

Question 3

The performance measure for social networks known as average page views per visitor is the number of

Accepted Answer

A) visitors who land on a brand's Facebook page divided by the number who arrive by clicking on a Google ad. 
B) visitors to a brand's website. 
C) visitors who view pages and comment in a given time period. 
D) page views divided by visitors in a given time period. 
E) total visitors to a website divided by those who click on a link. 
A) visitors who land on a brand's Facebook page divided by the number who arrive by clicking on a Google ad. 
B) visitors to a brand's website. 
C) visitors who view pages and comment in a given time period. 
D) page views divided by visitors in a given time period. 
E) total visitors to a website divided by those who click on a link. D

Question 4

________-enabled smartphones give mobile consumers access to online ads,local restaurant promotions,and time-sensitive discounts at retailers.

Accepted Answer

A) GPS 
B) APP 
C) CMO 
D) WEB 2.0 
E) Google+ 
A) GPS 
B) APP 
C) CMO 
D) WEB 2.0 
E) Google+

Question 5

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 6

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

Accepted Answer

A) Monitor other Twitter accounts for negative mentions of your brand. 
B) Aggressively defend your brand on your Twitter account. 
C) Develop an official Twitter profile,recruit followers,and show photos and video of the product. 
D) Create an account and tweet about the launch the day before releasing the product. 
E) Create content that relies mostly on professional networking and job searching. 
A) Monitor other Twitter accounts for negative mentions of your brand. 
B) Aggressively defend your brand on your Twitter account. 
C) Develop an official Twitter profile,recruit followers,and show photos and video of the product. 
D) Create an account and tweet about the launch the day before releasing the product. 
E) Create content that relies mostly on professional networking and job searching.

Question 7

Web 2.0 describes

Accepted Answer

A) the functionalities of the Web that make possible the high degree of interactivity among users. 
B) a technical update of the World Wide Web from Web 1.0. 
C) the second generation of Internet browsers. 
D) the increased degree of anonymity among users. 
E) the final published form of marketer-generated content. 
A) the functionalities of the Web that make possible the high degree of interactivity among users. 
B) a technical update of the World Wide Web from Web 1.0. 
C) the second generation of Internet browsers. 
D) the increased degree of anonymity among users. 
E) the final published form of marketer-generated content.

Question 8

An active receiver who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n)

Accepted Answer

A) expert. 
B) follower. 
C) end receiver. 
D) traditional consumer. 
E) evangelist. 
A) expert. 
B) follower. 
C) end receiver. 
D) traditional consumer. 
E) evangelist.

Question 9

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. 
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 10

Social networks are

Accepted Answer

A) dating websites such as eHarmony. 
B) Internet browsers like Safari or Firefox. 
C) specific social media such as Facebook,Twitter,LinkedIn,and YouTube. 
D) the replacement for e-mail to send private digital messages. 
E) social media websites that are the high in self-disclosure but low in media richness. 
A) dating websites such as eHarmony. 
B) Internet browsers like Safari or Firefox. 
C) specific social media such as Facebook,Twitter,LinkedIn,and YouTube. 
D) the replacement for e-mail to send private digital messages. 
E) social media websites that are the high in self-disclosure but low in media richness.

Question 11

________ 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) an increased emphasis on mobile marketing 
C) QR coding 
D) Digital promotion 
E) RFD algorithms 
A) Mobile marketing 
B) an increased emphasis on mobile marketing 
C) QR coding 
D) Digital promotion 
E) RFD algorithms

Question 12

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.Epicurious is most likely what type of social media website?

Accepted Answer

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

Question 13

In a recent survey of small-business owners,41 percent see ________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the textbook.

Accepted Answer

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

Question 14

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. 
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 15

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% 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 
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% 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 16

A recent study found that a "like" or a "friend" to a brand's Facebook page is worth ________ in terms of product spending,brand loyalty,and "propensity to recommend" the site to others.

Accepted Answer

A) $17 
B) $53 
C) $83 
D) $145 
E) $174 
A) $17 
B) $53 
C) $83 
D) $145 
E) $174

Question 17

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Accepted Answer

A) global marketing platforms. 
B) convergent systems. 
C) intelligence technologies. 
D) smart systems. 
E) social networking sites. 
A) global marketing platforms. 
B) convergent systems. 
C) intelligence technologies. 
D) smart systems. 
E) social networking sites.

Question 18

Facebook continues to enhance its capabilities;it recently acquired

Accepted Answer

A) Twitter. 
B) Pinterest. 
C) Vimeo. 
D) Snapchat. 
E) Oculus. 
A) Twitter. 
B) Pinterest. 
C) Vimeo. 
D) Snapchat. 
E) Oculus.

Question 19

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 web page. 
C) small,downloadable software programs that can run on tablet devices or smartphones. 
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 events 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 web page. 
C) small,downloadable software programs that can run on tablet devices or smartphones. 
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 events on social networking sites.

Question 20

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 into 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. 
A) create ads that will appear in a specified,strategic position on every page when users log into 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.

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

User-generated content

A fan source is

The performance measure for social networks known as average page views per visitor is the number of

________-enabled smartphones give mobile consumers access to online ads,local restaurant promotions,and time-sensitive discounts at retailers.

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.

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

Web 2.0 describes

An active receiver who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n)

Cost per click is a measure in which

Social networks are

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

In a recent survey of small-business owners,41 percent see ________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the textbook.

Cost per action refers to

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

A recent study found that a "like" or a "friend" to a brand's Facebook page is worth ________ in terms of product spending,brand loyalty,and "propensity to recommend" the site to others.

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Facebook continues to enhance its capabilities;it recently acquired

Apps are

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

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

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

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters