Question 1

What percentage of Facebook users check the site daily?

Accepted Answer

A)  10 percent 
B)  25 percent 
C)  50 percent 
D)  75 percent 
E)  88 percent 
A)  10 percent 
B)  25 percent 
C)  50 percent 
D)  75 percent 
E)  88 percent C

Question 2

The teen shift from Facebook to Twitter and other social networks may indicate that Facebook has become passé.

Accepted Answer

A) True 
 B)False  True

Question 3

Explain three of the five points of comparison between traditional and social media.

Accepted Answer

The information for this answer is presented beginning on page 379 of the text.The five points include: (1)reach,(2)accessibility,(3)usability,(4)immediacy,and (5)permanence.Reach refers to scale.Accessibility explains that social media is offered at little or no cost.Usability explains that social media is more usable with no training than traditional media.Immediacy explains that there are no lag times associated with social media.Permanence explains that social media is quickly and easily edited and updated.

Question 4

LinkedIn can be classified as a _____ tool.

Accepted Answer

A)  communication 
B)  collaboration 
C)  entertainment 
D)  multimedia 
E)  All of these are correct. 
A)  communication 
B)  collaboration 
C)  entertainment 
D)  multimedia 
E)  All of these are correct.

Question 5

The most popular people followed on Twitter fall in to the classification of _____.

Accepted Answer

A)  journalist 
B)  celebrity 
C)  friend 
D)  colleague 
E)  bully 
A)  journalist 
B)  celebrity 
C)  friend 
D)  colleague 
E)  bully

Question 6

According to the text,users spend an average of _____ hours on Facebook each month.

Accepted Answer

A)  7 
B)  10 
C)  20 
D)  5 
E)  35 
A)  7 
B)  10 
C)  20 
D)  5 
E)  35

Question 7

According to the text,WikiAnswers is a(n)_____ tool,but Wikipedia is a(n)_____ tool.

Accepted Answer

A)  entertainment/multimedia; collaboration 
B)  collaboration; entertainment/multimedia 
C)  communication; collaboration 
D)  collaboration; communication 
E)  communication; entertainment/multimedia 
A)  entertainment/multimedia; collaboration 
B)  collaboration; entertainment/multimedia 
C)  communication; collaboration 
D)  collaboration; communication 
E)  communication; entertainment/multimedia

Question 8

Traditional ad media includes all of the following forms of media except ____.

Accepted Answer

A)  television 
B)  radio 
C)  smartphones 
D)  magazines 
E)  None of these are correct. 
A)  television 
B)  radio 
C)  smartphones 
D)  magazines 
E)  None of these are correct.

Question 9

Dropbox can be classified as a _____.

Accepted Answer

A)  social network 
B)  microblog 
C)  aggregator 
D)  document manager 
E)  livecast 
A)  social network 
B)  microblog 
C)  aggregator 
D)  document manager 
E)  livecast

Question 10

Which of the following is a type of social communication site?

Accepted Answer

A)  blogs 
B)  document management 
C)  media platform 
D)  virtual world 
E)  social news 
A)  blogs 
B)  document management 
C)  media platform 
D)  virtual world 
E)  social news

Question 11

Social media campaigns are often lead by the objective of enhancing public relations.

Accepted Answer

A) True 
 B)False

Question 12

There are fewer than twenty social media brands in the social media landscape fighting for users.

Accepted Answer

A) True 
 B)False

Question 13

Twitter was started by the same entrepreneurs who started Facebook.

Accepted Answer

A) True 
 B)False

Question 14

Traditional media requires more specialized skills to utilize than do social media.

Accepted Answer

A) True 
 B)False

Question 15

Facebook earns its revenue primarily from _____.

Accepted Answer

A)  advertising 
B)  membership fees 
C)  corporate profile fees 
D)  selling member data 
E)  It doesn't earn revenue yet. 
A)  advertising 
B)  membership fees 
C)  corporate profile fees 
D)  selling member data 
E)  It doesn't earn revenue yet.

Question 16

The top social network in Korea is _____.

Accepted Answer

A)  Twitter 
B)  CyWorld 
C)  Bebo 
D)  Drupal 
E)  Ustream 
A)  Twitter 
B)  CyWorld 
C)  Bebo 
D)  Drupal 
E)  Ustream

Question 17

A large percentage of the tweets prior to 2009 were categorized by Twitter as _____.

Accepted Answer

A)  news 
B)  chatter 
C)  pointless babble 
D)  meaningful dialogue 
E)  promoted content 
A)  news 
B)  chatter 
C)  pointless babble 
D)  meaningful dialogue 
E)  promoted content

Question 18

Twitter has helped consumers to _____ more so than anything else.

Accepted Answer

A)  get coupons 
B)  shop 
C)  complain 
D)  babble 
E)  None of these are correct. 
A)  get coupons 
B)  shop 
C)  complain 
D)  babble 
E)  None of these are correct.

Question 19

Sentiment analysis can be thought of as the contextual polarity of consumer comments within social media.

Accepted Answer

A) True 
 B)False

Question 20

The limit on the number of characters allowed for tweets on Twitter is _____ characters.

Accepted Answer

A)  75 
B)  100 
C)  140 
D)  160 
E)  unlimited 
A)  75 
B)  100 
C)  140 
D)  160 
E)  unlimited

Exam 14: Social Media

What percentage of Facebook users check the site daily?

The teen shift from Facebook to Twitter and other social networks may indicate that Facebook has become passé.

Explain three of the five points of comparison between traditional and social media.

LinkedIn can be classified as a _____ tool.

The most popular people followed on Twitter fall in to the classification of _____.

According to the text,users spend an average of _____ hours on Facebook each month.

According to the text,WikiAnswers is a(n)_____ tool,but Wikipedia is a(n)_____ tool.

Traditional ad media includes all of the following forms of media except ____.

Dropbox can be classified as a _____.

Which of the following is a type of social communication site?

Social media campaigns are often lead by the objective of enhancing public relations.

There are fewer than twenty social media brands in the social media landscape fighting for users.

Twitter was started by the same entrepreneurs who started Facebook.

Traditional media requires more specialized skills to utilize than do social media.

Facebook earns its revenue primarily from _____.

The top social network in Korea is _____.

A large percentage of the tweets prior to 2009 were categorized by Twitter as _____.

Twitter has helped consumers to _____ more so than anything else.

Sentiment analysis can be thought of as the contextual polarity of consumer comments within social media.

The limit on the number of characters allowed for tweets on Twitter is _____ characters.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters

According to the text,WikiAnswers is a(n)_ tool,but Wikipedia is a(n)_ tool.