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

Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products. These consumers are therefore referred to as

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

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

Pinterest is

Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base?

The click-through rate is

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Cost per action refers to

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands except

The performance measure of average page views per visitor is the number of

Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is most accurate?

The number of times a Facebook page is loaded in a given time period is referred to as

Which of the following statements about Facebook is most accurate?

What are the four guidelines to engage fans on Facebook?

Facebook is

Which of the following manages the largest database that can respond to queries in facts, photos, and direct answers?

Brand managers can strategically use Twitter to do all of the following except

The three guidelines on marketing and promoting a brand using YouTube are: (1) __________; (2) create a branded channel rich in keywords to improve the odds of the video showing up in user searches; and (3) target viewers by using YouTube's insights and analytics research to reveal the number of views, the number of visits to your website, and what keywords are driving user visits.

What are apps and what significance do they have with respect to convergence?

What are the main ways brand managers can use Twitter?