Question 1

Figure 19-2
-Based on the social media identified in Figure 19-2 above,Foursquare is seen as

Accepted Answer

A)  low in self-disclosure and low in media richness. 
B)  low in self-disclosure and medium in media richness. 
C)  high in self-disclosure and high in media richness. 
D)  medium in self-disclosure and medium in media richness. 
E)  low in self-disclosure and high in media richness. 
A)  low in self-disclosure and low in media richness. 
B)  low in self-disclosure and medium in media richness. 
C)  high in self-disclosure and high in media richness. 
D)  medium in self-disclosure and medium in media richness. 
E)  low in self-disclosure and high in media richness. D

Question 2

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

Accepted Answer

Traditional media use one-way communication from sender to receiver,which means the marketer hopes the ads will make the "passive receiver" buy the product advertised In contrast,social media deliberately seek to ensure that the message does not end with the individual receiver.They hope to reach "active receivers" who will become "influential" with the brand advertised and then go on to become "evangelists" who will send user generated content to their online friends.

Question 3

Figure 19-2
-Based on the social media identified in Figure 19-2 above,Wikipedia has a __________ degree of self-disclosure.

Accepted Answer

A)  high 
B)  medium 
C)  low 
D)  average 
E)  nonexistent 
A)  high 
B)  medium 
C)  low 
D)  average 
E)  nonexistent C

Question 4

percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Accepted Answer

A)  fan percentage. 
B)  click-through rate. 
C)  specific-website rate. 
D)  recipient rate. 
E)  website link rate. 
A)  fan percentage. 
B)  click-through rate. 
C)  specific-website rate. 
D)  recipient rate. 
E)  website link rate.

Question 5

a recent analysis,what percentage of "tweets" on Twitter was considered "pointless babble?"

Accepted Answer

A)  3% 
B)  6% 
C)  9% 
D)  38% 
E)  41% 
A)  3% 
B)  6% 
C)  9% 
D)  38% 
E)  41%

Question 6

Online content that shows a significant degree of creative effort,and thus is more than simply posting a newspaper or magazine article on a personal blog,is a criterion of

Accepted Answer

A)  online advertisements. 
B)  blogs. 
C)  user generated content (UG
C) . 
D)  wikis. 
E)  YouTube. 
A)  online advertisements. 
B)  blogs. 
C)  user generated content (UG
C) . 
D)  wikis. 
E)  YouTube.

Question 7

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 website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day. 
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 website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 8

is the primary purpose of LinkedIn?

Accepted Answer

A)  LinkedIn keeps track of business trends and news updates. 
B)  LinkedIn provides a way to integrate all of one's social networks into one comprehensive news feed. 
C)  LinkedIn provides a forum for discussion about the difficulties and stresses of the job market. 
D)  LinkedIn provides a forum to create a conversation between large companies and their employees. 
E)  LinkedIn is a platform for professional networking and job searching. 
A)  LinkedIn keeps track of business trends and news updates. 
B)  LinkedIn provides a way to integrate all of one's social networks into one comprehensive news feed. 
C)  LinkedIn provides a forum for discussion about the difficulties and stresses of the job market. 
D)  LinkedIn provides a forum to create a conversation between large companies and their employees. 
E)  LinkedIn is a platform for professional networking and job searching.

Question 9

Figure 19-2
-Based on the social media identified in Figure 19-2 above,Second Life has a __________ degree of self-disclosure than Call of Duty.

Accepted Answer

A)  higher 
B)  lower 
C)  equal 
D)  more unique 
E)  more elaborate 
A)  higher 
B)  lower 
C)  equal 
D)  more unique 
E)  more elaborate

Question 10

its early years,Facebook was a "closed" system,which meant that Facebook

Accepted Answer

A)  prevented outside search engines from cataloguing and reporting mentions of a brand. 
B)  put a limit on the number of countries in which Facebook could be accessed, such as China. 
C)  had a policy to prevent collaboration with other sites such as MySpace. 
D)  restricted brands from creating awareness through an individual Facebook Page. 
E)  allowed users to have strict control over who shared their photos. 
A)  prevented outside search engines from cataloguing and reporting mentions of a brand. 
B)  put a limit on the number of countries in which Facebook could be accessed, such as China. 
C)  had a policy to prevent collaboration with other sites such as MySpace. 
D)  restricted brands from creating awareness through an individual Facebook Page. 
E)  allowed users to have strict control over who shared their photos.

Question 11

generated content refers to

Accepted Answer

A)  the content posted by only one user on his or her private blog. 
B)  Web 3.0, a new use of the Web. 
C)  the content created by one user on his or her smartphone. 
D)  another term for social media. 
E)  another term for "flash mobs." 
A)  the content posted by only one user on his or her private blog. 
B)  Web 3.0, a new use of the Web. 
C)  the content created by one user on his or her smartphone. 
D)  another term for social media. 
E)  another term for "flash mobs."

Question 12

terms of performance measures,fans are

Accepted Answer

A)  the total number of unique visitors to a Facebook Page in a given time period. 
B)  the number of people who have opted in to a brand's messages through a social media platform at a given time. 
C)  the percentage of people who have clicked on a link on the Page to visit a specific site. 
D)  the number of people who interact with a Post ("like," make a comment, and so on) divided by the total number of people seeing the Post. 
E)  the brand's share or percentage of all the online social media chatter related to its product category or a topic. 
A)  the total number of unique visitors to a Facebook Page in a given time period. 
B)  the number of people who have opted in to a brand's messages through a social media platform at a given time. 
C)  the percentage of people who have clicked on a link on the Page to visit a specific site. 
D)  the number of people who interact with a Post ("like," make a comment, and so on) divided by the total number of people seeing the Post. 
E)  the brand's share or percentage of all the online social media chatter related to its product category or a topic.

Question 13

Facebook consistently addresses issues related to user privacy because users post personal information to their Facebook accounts and

Accepted Answer

A)  have a right to know if Facebook changes the way their personal information is released. 
B)  use search engines such as Google and Bing. 
C)  make them "opt-out" of privacy setting changes. 
D)  "by default" have their privacy settings changed by Facebook employees. 
E)  not object if their personal information is made public without their permission. 
A)  have a right to know if Facebook changes the way their personal information is released. 
B)  use search engines such as Google and Bing. 
C)  make them "opt-out" of privacy setting changes. 
D)  "by default" have their privacy settings changed by Facebook employees. 
E)  not object if their personal information is made public without their permission.

Question 14

AOI marketing team planned a(n)__________ between the Bitter Girls name and the __________ of the girls in the description of them.

Accepted Answer

A)  positive, supportive connection; dark, "edgy," sullen nature 
B)  an empowering connection; typical "tween and teen" characteristics 
C)  ironic disconnect; bitter, sullen nature 
D)  similarity; dark, "edgy," sullen nature 
E)  deliberate disconnect; positive nature 
A)  positive, supportive connection; dark, "edgy," sullen nature 
B)  an empowering connection; typical "tween and teen" characteristics 
C)  ironic disconnect; bitter, sullen nature 
D)  similarity; dark, "edgy," sullen nature 
E)  deliberate disconnect; positive nature

Question 15

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

Accepted Answer

A)  unresponsive and silent 
B)  dogmatic and preachy 
C)  transparent and honest 
D)  bitter and petulant 
E)  uninformed and oblivious 
A)  unresponsive and silent 
B)  dogmatic and preachy 
C)  transparent and honest 
D)  bitter and petulant 
E)  uninformed and oblivious

Question 16

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

Accepted Answer

A)  wiki. 
B)  blog. 
C)  Net platform. 
D)  Facebook page. 
E)  "tweet." 
A)  wiki. 
B)  blog. 
C)  Net platform. 
D)  Facebook page. 
E)  "tweet."

Question 17

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)  the source of 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)  the source of 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 18

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)  lookers. 
D)  fans. 
E)  likers. 
A)  followers. 
B)  visitors. 
C)  lookers. 
D)  fans. 
E)  likers.

Question 19

example of a smart system is(are)

Accepted Answer

A)  social networking sites at colleges and universities. 
B)  location-based app downloaded to a GPS-enabled smartphone. 
C)  global marketing strategies that leverage advertising assets to multiple countries. 
D)  convergence systems. 
E)  online retailers. 
A)  social networking sites at colleges and universities. 
B)  location-based app downloaded to a GPS-enabled smartphone. 
C)  global marketing strategies that leverage advertising assets to multiple countries. 
D)  convergence systems. 
E)  online retailers.

Question 20

According to Figure 19-5 above,Facebook had slightly over __________ unique U.S.visitors per day by September 2011.

Accepted Answer

A)  20 million 
B)  30 million 
C)  70 million 
D)  150 million 
E)  800 million 
A)  20 million 
B)  30 million 
C)  70 million 
D)  150 million 
E)  800 million

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

Figure 19-2 -Based on the social media identified in Figure 19-2 above,Foursquare is seen as

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

Figure 19-2 -Based on the social media identified in Figure 19-2 above,Wikipedia has a __________ degree of self-disclosure.

percentage of recipients who have clicked on a link on the Page to visit a specific site is the

a recent analysis,what percentage of "tweets" on Twitter was considered "pointless babble?"

Online content that shows a significant degree of creative effort,and thus is more than simply posting a newspaper or magazine article on a personal blog,is a criterion of

Facebook is

is the primary purpose of LinkedIn?

Figure 19-2 -Based on the social media identified in Figure 19-2 above,Second Life has a __________ degree of self-disclosure than Call of Duty.

its early years,Facebook was a "closed" system,which meant that Facebook

generated content refers to

terms of performance measures,fans are

Facebook consistently addresses issues related to user privacy because users post personal information to their Facebook accounts and

AOI marketing team planned a(n)__________ between the Bitter Girls name and the __________ of the girls in the description of them.

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

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

fan source is

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

example of a smart system is(are)

According to Figure 19-5 above,Facebook had slightly over __________ unique U.S.visitors per day by September 2011.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

AOI marketing team planned a(n) between the Bitter Girls name and the of the girls in the description of them.