Question 1

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

Accepted Answer

Facebook pages allow a brand manager to

Question 2

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Accepted Answer

From a brand manager's viewpoint,the 10

Question 3

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 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 neutral to advertisements on social networks. 
E) is an advocate who develops her own Facebook,Twitter,or YouTube following and therefore should be contacted by advertisers about placing an ad on her website. 
A) is "delighted" about the brand advertised and sends messages to his 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 neutral to advertisements on social networks. 
E) is an advocate who develops her own Facebook,Twitter,or YouTube following and therefore should be contacted by advertisers about placing an ad on her website.

Question 4

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

Accepted Answer

A) online advertisements. 
B) user-generated content (UG
C) . 
C) blogs. 
D) wikis. 
E) YouTube. 
A) online advertisements. 
B) user-generated content (UG
C) . 
C) blogs. 
D) wikis. 
E) YouTube.

Question 5

Online media where users submit news,photos,and videos,often accompanied by a feedback process to identify popular topics are called

Accepted Answer

A) rich media. 
B) Facebook. 
C) avatar media. 
D) social media. 
E) feedback loops. 
A) rich media. 
B) Facebook. 
C) avatar media. 
D) social media. 
E) feedback loops.

Question 6

What are the four guidelines to engage fans on Facebook?

Accepted Answer

Research suggests,first,be creative in u

Question 7

In terms of performance measures for social networks,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 8

Figure 19-5
  
-According to Figure 19-5 above,Row C is the performance measure referred to as

Accepted Answer

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

Question 9

Social media are

Accepted Answer

A) online hangouts and games. 
B) online media where users submit news,photos,and videos-often accompanied by a feedback process to identify popular topics. 
C) any type of medium in which large groups of people read content generated by a business,government,or corporation. 
D) only media that allow face-to-face communication. 
E) all forms of electronic media. 
A) online hangouts and games. 
B) online media where users submit news,photos,and videos-often accompanied by a feedback process to identify popular topics. 
C) any type of medium in which large groups of people read content generated by a business,government,or corporation. 
D) only media that allow face-to-face communication. 
E) all forms of electronic media.

Question 10

What is a "dot" on StuffDOT?

Accepted Answer

A) a follower 
B) a campus ambassador 
C) a user commission 
D) a user post 
E) a request for more information 
A) a follower 
B) a campus ambassador 
C) a user commission 
D) a user post 
E) a request for more information

Question 11

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 280 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. 
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 280 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 12

Figure 19-5
  
-According to Figure 19-5 above,Row A is the performance measure referred to as

Accepted Answer

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

Question 13

StuffDOT's vision is to

Accepted Answer

A) compete directly with online sites such as Macy's online store. 
B) wage a battle for niceness by addressing bullying being faced by young girls. 
C) use the affiliate fees and commissions to grow its business. 
D) reward users for what they are already doing online. 
E) share images of favorite things by women for other women. 
A) compete directly with online sites such as Macy's online store. 
B) wage a battle for niceness by addressing bullying being faced by young girls. 
C) use the affiliate fees and commissions to grow its business. 
D) reward users for what they are already doing online. 
E) share images of favorite things by women for other women.

Question 14

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

Accepted Answer

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

Question 15

Which of the following is the largest analytical platform that can respond to queries in facts,photos,and direct answers?

Accepted Answer

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

Question 16

In classifying social media,self-disclosure is

Accepted Answer

A) the degree to which a person's thoughts,feelings,likes,and dislikes are shared when engaged in a social interaction. 
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 shared when engaged in a social interaction. 
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 17

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 280 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. 
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 280 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 18

Twitter can be a good source of information about a brand or product because of its

Accepted Answer

A) short message length. 
B) photo-sharing capability. 
C) ability to display user-generated video content. 
D) ownership of CoTweet. 
E) ability to post professional profiles. 
A) short message length. 
B) photo-sharing capability. 
C) ability to display user-generated video content. 
D) ownership of CoTweet. 
E) ability to post professional profiles.

Question 19

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) chat room. 
D) Facebook post. 
E) tweet. 
A) wiki. 
B) blog. 
C) chat room. 
D) Facebook post. 
E) tweet.

Question 20

What are social media? Give two examples.

Accepted Answer

Social media represent a unique blending

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

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

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

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

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

Online media where users submit news,photos,and videos,often accompanied by a feedback process to identify popular topics are called

What are the four guidelines to engage fans on Facebook?

In terms of performance measures for social networks,fans are

Figure 19-5 -According to Figure 19-5 above,Row C is the performance measure referred to as

Social media are

What is a "dot" on StuffDOT?

Twitter is

Figure 19-5 -According to Figure 19-5 above,Row A is the performance measure referred to as

StuffDOT's vision is to

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

Which of the following is the largest analytical platform that can respond to queries in facts,photos,and direct answers?

In classifying social media,self-disclosure is

LinkedIn is

Twitter can be a good source of information about a brand or product because of its

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

What are social media? Give two examples.

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