Question 1

The website that enables users to send and receive messages up to 140 characters long is

Accepted Answer

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

Question 2

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

Question 3

The total number of people who connect with a post (for example, "like" or make a comment) divided by the total number of people seeing the post is the

Accepted Answer

A) fan rate. 
B) liker rate. 
C) reader rate. 
D) active receiver rate. 
E) interaction rate. 
A) fan rate. 
B) liker rate. 
C) reader rate. 
D) active receiver rate. 
E) interaction rate.

Question 4

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. 
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 5

Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact.

Accepted Answer

A) followers 
B) colleagues 
C) contacts 
D) connections 
E) friends 
A) followers 
B) colleagues 
C) contacts 
D) connections 
E) friends

Question 6

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 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 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 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 7

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take in the convergence of the real and digital worlds?

Accepted Answer

The convergence of real and digital worl

Question 8

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 9

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

Accepted Answer

Traditional media use one-way communicat

Question 10

Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But with social media, a sender often simply begins to participate in the ______________, hoping that the quality of the message will establish credibility with the receivers, thereby enhancing the sender's influence.

Accepted Answer

A) digital thread 
B) conversation 
C) amateur discussion 
D) discussion pool 
E) information superhighway 
A) digital thread 
B) conversation 
C) amateur discussion 
D) discussion pool 
E) information superhighway

Question 11

Discuss the differences between traditional print media and social media with regard to audience reach, expense and access, training, delivery, permanence, credibility, and social authority.

Accepted Answer

Marketing managers know that social medi

Question 12

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 13

A website whose content is created and edited by the ongoing collaboration of end users is known as

Accepted Answer

A) a wiki. 
B) a blog. 
C) an encyclomedia. 
D) a Facebook Page. 
E) a "tweet." 
A) a wiki. 
B) a blog. 
C) an encyclomedia. 
D) a Facebook Page. 
E) a "tweet."

Question 14

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 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 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 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 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 15

Brand managers use both traditional and social media to promote and advertise their products. Traditional media __________ while social media __________.

Accepted Answer

A) appeal to a younger audience; appeal to a middle-aged audience 
B) are cheaper; are more creative 
C) are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete 
D) are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them 
E) take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual 
A) appeal to a younger audience; appeal to a middle-aged audience 
B) are cheaper; are more creative 
C) are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete 
D) are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them 
E) take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual

Question 16

A Facebook page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers except

Accepted Answer

A) a cover image. 
B) Facebook page posts that appear in the News Feed. 
C) analytics about users. 
D) the ability to "tweet" a comment on an ad a firm has posted on its Facebook page. 
E) the number of people who clicked the "Like" button. 
A) a cover image. 
B) Facebook page posts that appear in the News Feed. 
C) analytics about users. 
D) the ability to "tweet" a comment on an ad a firm has posted on its Facebook page. 
E) the number of people who clicked the "Like" button.

Question 17

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 50 cents for every time an ad loads, up to $100 per month. 
B) a negotiated measure, and pay $100 to post its ad for two weeks. 
C) cost per click, and pay 50 cents for every visitor who clicks on the ad and goes to its 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 for every unique visitor who likes the advertised product. 
A) cost per thousand, and pay 50 cents for every time an ad loads, up to $100 per month. 
B) a negotiated measure, and pay $100 to post its ad for two weeks. 
C) cost per click, and pay 50 cents for every visitor who clicks on the ad and goes to its 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 for every unique visitor who likes the advertised product.

Question 18

A fan source is

Accepted Answer

A) where a social network following comes from-with every source being of equal value. 
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) where a social network following comes from-with every source being of equal value. 
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.

Question 19

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 20

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as __________, whereas the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as __________.

Accepted Answer

A) self-disclosure; media richness 
B) emotional value; social degree 
C) media richness; self-disclosure 
D) social degree; emotional value 
E) media richness; user-generated content 
A) self-disclosure; media richness 
B) emotional value; social degree 
C) media richness; self-disclosure 
D) social degree; emotional value 
E) media richness; user-generated content

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

The website that enables users to send and receive messages up to 140 characters long is

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

The total number of people who connect with a post (for example, "like" or make a comment) divided by the total number of people seeing the post is the

Performance measures for social media are

Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact.

YouTube is

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take in the convergence of the real and digital worlds?

StuffDOT's vision is to

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

Discuss the differences between traditional print media and social media with regard to audience reach, expense and access, training, delivery, permanence, credibility, and social authority.

In classifying social media, self-disclosure is

A website whose content is created and edited by the ongoing collaboration of end users is known as

Twitter is

Brand managers use both traditional and social media to promote and advertise their products. Traditional media __________ while social media __________.

A Facebook page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers except

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

A fan source is

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

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as __________, whereas the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as __________.

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

Filters

Brand managers use both traditional and social media to promote and advertise their products. Traditional media while social media .

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as , whereas the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as .