Exam 16: Using Social Media to Connect With Consumers

Whereas traditional media build credibility through experts being influencers in a particular field, 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.

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be __________.

A favorable image is affected by the degree of self-disclosure of a person's thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to __________ one's influence on those reached.

-According to Figure 16-5 above, B is the performance measure described by the accompanying quote "I will pay $1.00 for every visitor who clicks on this ad and goes from your website to mine" under the Cost to Advertisers heading:

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

-According to Figure 16-4 above, the correct rank order of social network sites from MOST to LEAST popular as measured by the number of visits as of mid-2014 is

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?

Marketers are increasingly using social media to reach college-age students in the U.S. because

YouTube is

When Toyota featured images from the World of Warcraft game in a TV commercial, it demonstrated that World of Warcraft has a high degree of __________, as visuals, graphics, and animations are the major draw for World of Warcraft users.

What are social media? Give two examples.

A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________, whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as __________.

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

The three guidelines on marketing and promoting a brand using YouTube include: (1) __________; (2) create a branded channel rich in key words 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, where they originate within YouTube, and what key words are driving user visits.

An example of a smart system is(are)

The social media website open to anyone age 13 and over where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them, is known as

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

What are apps and what significance do they have with respect to convergence of real and digital worlds?

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.

Which of the following the results of the convergence of the real and digital worlds is most accurate?