Question 1

The interaction rate is

Accepted Answer

A) the total number of people who are fans of the Post divided by the total number of people in the target demographic. 
B) the number of people who "like" a Post. 
C) the number of people who read a Post on a Page divided by the total number of people seeing the Post. 
D) the number of people who connect with a Post divided by the total number of people seeing the Post. 
E) the number of people who visit the product website and click on at least one link. 
A) the total number of people who are fans of the Post divided by the total number of people in the target demographic. 
B) the number of people who "like" a Post. 
C) the number of people who read a Post on a Page divided by the total number of people seeing the Post. 
D) the number of people who connect with a Post divided by the total number of people seeing the Post. 
E) the number of people who visit the product website and click on at least one link.

Question 2

A blog is a

Accepted Answer

A) business-oriented website that lets users create profiles for professional networking. 
B) unique type of Internet browser where search results are personalized for each user. 
C) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
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) business-oriented website that lets users create profiles for professional networking. 
B) unique type of Internet browser where search results are personalized for each user. 
C) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
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 3

What is the role of a brand manager in advertising on social media like Facebook?

Accepted Answer

Facebook Pages allow a brand manager to

Question 4

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

Accepted Answer

A) followers. 
B) visitors. 
C) active receivers. 
D) fans. 
E) likers. 
A) followers. 
B) visitors. 
C) active receivers. 
D) fans. 
E) likers.

Question 5

A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as a(n)

Accepted Answer

A) social network. 
B) gaming website. 
C) electronic media. 
D) social media. 
E) feedback media. 
A) social network. 
B) gaming website. 
C) electronic media. 
D) social media. 
E) feedback media.

Question 6

Brand managers find out what people are saying about their brand on Twitter by

Accepted Answer

A) having employees perform spot-checks on posts. 
B) using social media management tools from services such as TweetDeck. 
C) creating their own Twitter account and seeing what "followers" say on Facebook. 
D) recognizing that posts are too brief to allow for a substantive mention of their brand. 
E) employing outside search services such as Google and Bing. 
A) having employees perform spot-checks on posts. 
B) using social media management tools from services such as TweetDeck. 
C) creating their own Twitter account and seeing what "followers" say on Facebook. 
D) recognizing that posts are too brief to allow for a substantive mention of their brand. 
E) employing outside search services such as Google and Bing.

Question 7

All of the following are tips experts recommend to student job seekers using LinkedIn EXCEPT:

Accepted Answer

A) write an informative, short, memorable profile headline. 
B) include an appropriate photo of yourself. 
C) include as many recommendations as you can get. 
D) fill in the Skills & Expertise section with keywords that recruiters use in their searches. 
E) set your profile to "public" and include its URL on your resume 
A) write an informative, short, memorable profile headline. 
B) include an appropriate photo of yourself. 
C) include as many recommendations as you can get. 
D) fill in the Skills & Expertise section with keywords that recruiters use in their searches. 
E) set your profile to "public" and include its URL on your resume

Question 8

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Accepted Answer

A) cost per click 
B) cost per thousand 
C) fixed fee rate 
D) cost per view 
E) cost per action 
A) cost per click 
B) cost per thousand 
C) fixed fee rate 
D) cost per view 
E) cost per action

Question 9

A blog is __________, whereas a wiki is __________.

Accepted Answer

A) a log of an individual's Internet activity; Internet activity updated by the user 
B) a website for companies to gather customer insights; an academic tool to post grades and projects 
C) a website whose online content is created and edited by the ongoing collaboration of end users; a publicly accessible personal journal and online forum for a individual or organization 
D) a publicly accessible personal journal and online forum for an individual or organization; a website whose online content is created and edited by the ongoing collaboration of end users 
E) an advertising forum; an artistic forum 
A) a log of an individual's Internet activity; Internet activity updated by the user 
B) a website for companies to gather customer insights; an academic tool to post grades and projects 
C) a website whose online content is created and edited by the ongoing collaboration of end users; a publicly accessible personal journal and online forum for a individual or organization 
D) a publicly accessible personal journal and online forum for an individual or organization; a website whose online content is created and edited by the ongoing collaboration of end users 
E) an advertising forum; an artistic forum

Question 10

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 11

The three guidelines on marketing and promoting a brand using YouTube include: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) create a branded channel rich in key words to improve the odds of the video showing up in user searches; and (3) __________.

Accepted Answer

A) use an expert to inform the audience about product features and benefits 
B) tie the product to a current political or news event 
C) 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 
D) include humorous content to attract as many viewers as possible 
E) limit the video to one minute or less, the same as a TV or radio ad time limit 
A) use an expert to inform the audience about product features and benefits 
B) tie the product to a current political or news event 
C) 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 
D) include humorous content to attract as many viewers as possible 
E) limit the video to one minute or less, the same as a TV or radio ad time limit

Question 12

Pop singer Rebecca Black used __________ to post her video "Friday," which went viral and earned her many fans. She now has her own channel on the same platform.

Accepted Answer

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

Question 13

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Accepted Answer

A) create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products 
B) monitor e-mails for customer complaints and respond promptly with a 50% discount coupon 
C) hold a cooking contest to generate new recipes using Betty Crocker products 
D) produce commercials incorporating images of Betty Crocker cooking with the late Julia Child 
E) produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook 
A) create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products 
B) monitor e-mails for customer complaints and respond promptly with a 50% discount coupon 
C) hold a cooking contest to generate new recipes using Betty Crocker products 
D) produce commercials incorporating images of Betty Crocker cooking with the late Julia Child 
E) produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook

Question 14

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

Accepted Answer

A) YouTube. 
B) LinkedIn. 
C) Facebook. 
D) Twitter. 
E) Google Chrome 
A) YouTube. 
B) LinkedIn. 
C) Facebook. 
D) Twitter. 
E) Google Chrome

Question 15

The convergence of real and digital worlds has been made possible by all of the following EXCEPT:

Accepted Answer

A) algorithms. 
B) traditional media. 
C) databases. 
D) smartphones. 
E) tablet devices. 
A) algorithms. 
B) traditional media. 
C) databases. 
D) smartphones. 
E) tablet devices.

Question 16

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

Accepted Answer

Traditional media use one-way communicat

Question 17

All the following statements about user generated content (UGC) are true EXCEPT:

Accepted Answer

A) UGC is published on a publicly accessible website and created by end users. 
B) UGC is reposting an article found in a newspaper or magazine without editing. 
C) UGC is consumer-generated by an individual outside of a professional organization. 
D) UGC shows a significant degree of creative effort. 
E) UGC is not simply e-mail, but is published on a publicly accessible website 
A) UGC is published on a publicly accessible website and created by end users. 
B) UGC is reposting an article found in a newspaper or magazine without editing. 
C) UGC is consumer-generated by an individual outside of a professional organization. 
D) UGC shows a significant degree of creative effort. 
E) UGC is not simply e-mail, but is published on a publicly accessible website

Question 18

Users or members to social networking websites are

Accepted Answer

A) where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad. 
B) the total number of unique individuals to a web page in a given time period - counted each time they logon to the site during that period of time. 
C) the total number of unique individuals to a web page in a given time period - counted only once period (such as a day) - regardless of how many times they logon to the site during that period of time. 
D) individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password. 
E) the number of people who have "opted in" to a brand's messages through a social media platform at a given timE.Text-term definition - users/members. 
A) where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad. 
B) the total number of unique individuals to a web page in a given time period - counted each time they logon to the site during that period of time. 
C) the total number of unique individuals to a web page in a given time period - counted only once period (such as a day) - regardless of how many times they logon to the site during that period of time. 
D) individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password. 
E) the number of people who have "opted in" to a brand's messages through a social media platform at a given timE.Text-term definition - users/members.

Question 19

The three guidelines on marketing and promoting a brand using YouTube include: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) __________; 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.

Accepted Answer

A) use an expert to inform the audience about product features and benefits 
B) create a channel rich in key words to improve the odds of the video showing up in user searches 
C) tie the product to a current political or news event 
D) include humorous content to attract as many viewers as possible 
E) limit the video to one minute or less, the same as a TV or radio ad time limit 
A) use an expert to inform the audience about product features and benefits 
B) create a channel rich in key words to improve the odds of the video showing up in user searches 
C) tie the product to a current political or news event 
D) include humorous content to attract as many viewers as possible 
E) limit the video to one minute or less, the same as a TV or radio ad time limit

Question 20

Which of the following statements about Facebook is most accurate?

Accepted Answer

A) Facebook is the third most-used social network. 
B) Facebook has a global presence - 1 in every 7 people on the planet use this site. 
C) Facebook has almost 80 million active users. 
D) Facebook lets people keep in touch through long text-entries similar to e-mail. 
E) Facebook is just as successful as Twitter. 
A) Facebook is the third most-used social network. 
B) Facebook has a global presence - 1 in every 7 people on the planet use this site. 
C) Facebook has almost 80 million active users. 
D) Facebook lets people keep in touch through long text-entries similar to e-mail. 
E) Facebook is just as successful as Twitter.

The interaction rate is

A blog is a

What is the role of a brand manager in advertising on social media like Facebook?

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as a(n)

Brand managers find out what people are saying about their brand on Twitter by

All of the following are tips experts recommend to student job seekers using LinkedIn EXCEPT:

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

A blog is , whereas a wiki is .

A fan source is

Pop singer Rebecca Black used __________ to post her video "Friday," which went viral and earned her many fans. She now has her own channel on the same platform.

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

The convergence of real and digital worlds has been made possible by all of the following EXCEPT:

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

All the following statements about user generated content (UGC) are true EXCEPT:

Users or members to social networking websites are

Which of the following statements about Facebook is most accurate?

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

The interaction rate is

A blog is a

What is the role of a brand manager in advertising on social media like Facebook?

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as a(n)

Brand managers find out what people are saying about their brand on Twitter by

All of the following are tips experts recommend to student job seekers using LinkedIn EXCEPT:

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

A blog is __________, whereas a wiki is __________.

A fan source is

Pop singer Rebecca Black used __________ to post her video "Friday," which went viral and earned her many fans. She now has her own channel on the same platform.

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

The convergence of real and digital worlds has been made possible by all of the following EXCEPT:

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

All the following statements about user generated content (UGC) are true EXCEPT:

Users or members to social networking websites are

Which of the following statements about Facebook is most accurate?

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

A blog is , whereas a wiki is .