Question 1

To create a successful advertising campaign on Facebook, a good strategy a brand manager can use is to

Accepted Answer

A) create ads that will appear in a specified, strategic position on every page when users log into their profiles. 
B) create and send an e-mail message to every registered Facebook user. 
C) create posts and video ads that are fresh and creative, and possibly related to users' passions. 
D) create ads that incorporate controversial topics like religion and politics to get Facebook users to "Like" their Page. 
E) create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team. 
A) create ads that will appear in a specified, strategic position on every page when users log into their profiles. 
B) create and send an e-mail message to every registered Facebook user. 
C) create posts and video ads that are fresh and creative, and possibly related to users' passions. 
D) create ads that incorporate controversial topics like religion and politics to get Facebook users to "Like" their Page. 
E) create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.

Question 2

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

Accepted Answer

A) page views. 
B) page rate. 
C) page load rate. 
D) load rate. 
E) view rate 
A) page views. 
B) page rate. 
C) page load rate. 
D) load rate. 
E) view rate

Question 3

A wiki is a

Accepted Answer

A) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
B) business-oriented website that lets users create profiles for professional networking. 
C) unique type of Internet browser where search results are personalized for each user. 
D) website where users create a personal profile, add friends, and exchange messages and photos with them. 
E) website whose content is created and edited by the ongoing collaboration of end users. 
A) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
B) business-oriented website that lets users create profiles for professional networking. 
C) unique type of Internet browser where search results are personalized for each user. 
D) website where users create a personal profile, add friends, and exchange messages and photos with them. 
E) website whose content is created and edited by the ongoing collaboration of end users.

Question 4

A popular social network used by college students to find and share the best content on the Web is

Accepted Answer

A) Tumblr. 
B) Flickr. 
C) Vimeo. 
D) Pinterest. 
E) StumbleUpon. 
A) Tumblr. 
B) Flickr. 
C) Vimeo. 
D) Pinterest. 
E) StumbleUpon.

Question 5

As the content of a blog or messages posted on social media sites move from impersonal to highly personal, the level of self-disclosure __________.

Accepted Answer

A) decreases 
B) is not affected 
C) undermines the credibility of the site 
D) increases 
E) increases the credibility of the site 
A) decreases 
B) is not affected 
C) undermines the credibility of the site 
D) increases 
E) increases the credibility of the site

Question 6

__________ refers to any marketing activity conducted though Internet networks to which consumer are continuously connected using a personal mobile device.

Accepted Answer

A) Mobile marketing 
B) Global positioning satellite (GPS) linking 
C) QR coding 
D) Square registeration 
E) RFD algorithms 
A) Mobile marketing 
B) Global positioning satellite (GPS) linking 
C) QR coding 
D) Square registeration 
E) RFD algorithms

Question 7

Epicurious is a website where recipes are posted by the site owner and individual cooks. Using a four-fork rating system, users rate and comment on these recipes for ease or difficulty in preparation, the taste of the finished dish, and whether or not they would use the recipe again. What type of social media website most likely is Epicurious?

Accepted Answer

A) Web 2.0 
B) a Facebook Page 
C) a wiki 
D) a blog 
E) a Twitter Page 
A) Web 2.0 
B) a Facebook Page 
C) a wiki 
D) a blog 
E) a Twitter Page

Question 8

What is a typical marketing goal for advertising on social networking sites?

Accepted Answer

A) Developing cost-effective ads with a CPM of less than 50′ for every 1,000 hits. 
B) Creating ads that have an immediate impact on sales. 
C) Having viewers go to the advertiser's website and post it on their Facebook pages. 
D) Using the cost per click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website. 
E) Creating ads that appeal to all demographic groups-regardless of age, gender, ethnicity, education, or income-to maximize cost efficiency. 
A) Developing cost-effective ads with a CPM of less than 50′ for every 1,000 hits. 
B) Creating ads that have an immediate impact on sales. 
C) Having viewers go to the advertiser's website and post it on their Facebook pages. 
D) Using the cost per click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website. 
E) Creating ads that appeal to all demographic groups-regardless of age, gender, ethnicity, education, or income-to maximize cost efficiency.

Question 9

When Kimmy Summers had to communicate with other students to recruit volunteers at their respective universities to help freshmen during campus move-in day, they chose to use

Accepted Answer

A) letters from their colleges' deans of students. 
B) flyers slid under dorm-room doors. 
C) phone solicitations. 
D) ads in their campus newspapers. 
E) social media. 
A) letters from their colleges' deans of students. 
B) flyers slid under dorm-room doors. 
C) phone solicitations. 
D) ads in their campus newspapers. 
E) social media.

Question 10

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

Accepted Answer

A) friendster. 
B) friend visitor. 
C) fan source. 
D) fan base. 
E) friend source 
A) friendster. 
B) friend visitor. 
C) fan source. 
D) fan base. 
E) friend source

Question 11

The various forms of online media content that are publicly available and created by end users is referred to as

Accepted Answer

A) user-generated content (UG
C) . 
B) wikis. 
C) net platforms. 
D) Facebook Pages. 
E) social media. 
A) user-generated content (UG
C) . 
B) wikis. 
C) net platforms. 
D) Facebook Pages. 
E) social media.

Question 12

A feature-rich, micro-blogging platform that allows users to share text, photos, music, links, videos, and more is

Accepted Answer

A) Tumblr. 
B) Flickr. 
C) Vimeo. 
D) Pinterest. 
E) StumbleUpon. 
A) Tumblr. 
B) Flickr. 
C) Vimeo. 
D) Pinterest. 
E) StumbleUpon.

Question 13

A recent study found that "Likes" or "Followers" to a brand's Facebook Page is worth _______ in terms of product spending, brand loyalty, and 'propensity to recommend' the site to others.

Accepted Answer

A) $17 
B) $53 
C) $83 
D) $145 
E) $174 
A) $17 
B) $53 
C) $83 
D) $145 
E) $174

Question 14

Performance measures for social media are divided into two types: __________ and __________.

Accepted Answer

A) number of photos uploaded; number of characters typed (comments, tweets, etc.) 
B) purchases made online; purchases made in a store as a result of a link from a social media website 
C) traditional media costs; social media costs 
D) number of "Views" of a YouTube video; number of "Likes" on Facebook 
E) those linked to inputs or costs; those tied to the outputs or revenues 
A) number of photos uploaded; number of characters typed (comments, tweets, etc.) 
B) purchases made online; purchases made in a store as a result of a link from a social media website 
C) traditional media costs; social media costs 
D) number of "Views" of a YouTube video; number of "Likes" on Facebook 
E) those linked to inputs or costs; those tied to the outputs or revenues

Question 15

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

Question 16

Another term sometimes used interchangeably with social media is __________.

Accepted Answer

A) net platforms 
B) Web redux 
C) user generated content 
D) Web 2.0 
E) peer-to-peer networking 
A) net platforms 
B) Web redux 
C) user generated content 
D) Web 2.0 
E) peer-to-peer networking

Question 17

Facebook 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 tweets, 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 virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images. 
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 tweets, 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 virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.

Question 18

-Social Network Image (B) above shows the __________ web page for college student and StuffDot intern Jenny Caffoe, which allows her to search for other internships or permanent work after graduation.

Accepted Answer

A) YouTube 
B) Pinterest 
C) Twitter 
D) Facebook 
E) LinkedIn 
A) YouTube 
B) Pinterest 
C) Twitter 
D) Facebook 
E) LinkedIn

Question 19

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 20

Which of the following statements is true about Facebook?

Accepted Answer

A) Facebook is second to Twitter in the number of registered users. 
B) Facebook is open to users who are at least six years old. 
C) Facebook is the social media website where users upload more videos to its site than any other site. 
D) Facebook users have an average of about 130 friends on the site. 
E) Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession. 
A) Facebook is second to Twitter in the number of registered users. 
B) Facebook is open to users who are at least six years old. 
C) Facebook is the social media website where users upload more videos to its site than any other site. 
D) Facebook users have an average of about 130 friends on the site. 
E) Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.

To create a successful advertising campaign on Facebook, a good strategy a brand manager can use is to

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

A wiki is a

A popular social network used by college students to find and share the best content on the Web is

As the content of a blog or messages posted on social media sites move from impersonal to highly personal, the level of self-disclosure __________.

__________ refers to any marketing activity conducted though Internet networks to which consumer are continuously connected using a personal mobile device.

What is a typical marketing goal for advertising on social networking sites?

When Kimmy Summers had to communicate with other students to recruit volunteers at their respective universities to help freshmen during campus move-in day, they chose to use

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

The various forms of online media content that are publicly available and created by end users is referred to as

A feature-rich, micro-blogging platform that allows users to share text, photos, music, links, videos, and more is

A recent study found that "Likes" or "Followers" to a brand's Facebook Page is worth _______ in terms of product spending, brand loyalty, and 'propensity to recommend' the site to others.

Performance measures for social media are divided into two types: and .

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 .

Another term sometimes used interchangeably with social media is __________.

Facebook is

-Social Network Image (B) above shows the __________ web page for college student and StuffDot intern Jenny Caffoe, which allows her to search for other internships or permanent work after graduation.

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

Which of the following statements is true about Facebook?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

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

Pricing Products and Services

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

Filters

Exam 16: Using Social Media to Connect With Consumers

To create a successful advertising campaign on Facebook, a good strategy a brand manager can use is to

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

A wiki is a

A popular social network used by college students to find and share the best content on the Web is

As the content of a blog or messages posted on social media sites move from impersonal to highly personal, the level of self-disclosure __________.

__________ refers to any marketing activity conducted though Internet networks to which consumer are continuously connected using a personal mobile device.

What is a typical marketing goal for advertising on social networking sites?

When Kimmy Summers had to communicate with other students to recruit volunteers at their respective universities to help freshmen during campus move-in day, they chose to use

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

The various forms of online media content that are publicly available and created by end users is referred to as

A feature-rich, micro-blogging platform that allows users to share text, photos, music, links, videos, and more is

A recent study found that "Likes" or "Followers" to a brand's Facebook Page is worth _______ in terms of product spending, brand loyalty, and 'propensity to recommend' the site to others.

Performance measures for social media are divided into two types: __________ and __________.

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 __________.

Another term sometimes used interchangeably with social media is __________.

Facebook is

-Social Network Image (B) above shows the __________ web page for college student and StuffDot intern Jenny Caffoe, which allows her to search for other internships or permanent work after graduation.

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

Which of the following statements is true about Facebook?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

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

Pricing Products and Services

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

Filters

Performance measures for social media are divided into two types: and .

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 .