Question 1

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Accepted Answer

A)  popular trends among members of the over-65 market. 
B)  technological advancements that can be used to promote their brands. 
C)  new slang terms to create more effective advertisements. 
D)  recruiting prospective employees. 
E)  customer complaints and suggestions. 
A)  popular trends among members of the over-65 market. 
B)  technological advancements that can be used to promote their brands. 
C)  new slang terms to create more effective advertisements. 
D)  recruiting prospective employees. 
E)  customer complaints and suggestions.

Question 2

is the challenge presented to brand managers by social media advertising?

Accepted Answer

A)  Brand managers need to convince social networks to post their ads free of charge. 
B)  Brand managers need to connect the cost of new social network promotions to the sales they generate. 
C)  Brand managers need to create "universally appealing" ads as they cannot target specific demographics on social networks. 
D)  Brand managers need to estimate how many users have clicked on their ads, leading to difficulties in assessing an ad's effectiveness. 
E)  Brand managers need to deal with having only a limited selection of social networking platforms to advertise on. 
A)  Brand managers need to convince social networks to post their ads free of charge. 
B)  Brand managers need to connect the cost of new social network promotions to the sales they generate. 
C)  Brand managers need to create "universally appealing" ads as they cannot target specific demographics on social networks. 
D)  Brand managers need to estimate how many users have clicked on their ads, leading to difficulties in assessing an ad's effectiveness. 
E)  Brand managers need to deal with having only a limited selection of social networking platforms to advertise on.

Question 3

brand manager of Nikon's newest camera product has decided create a video for an advertising campaign to be presented to a narrow,sophistical target market on one of the social networks.The best social network to reach his target audience of professional photographers is

Accepted Answer

A)  YouTube. 
B)  LinkedIn 
C)  Facebook. 
D)  Vimeo. 
E)  Instagram. 
A)  YouTube. 
B)  LinkedIn 
C)  Facebook. 
D)  Vimeo. 
E)  Instagram.

Question 4

"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 is "Epicurious?"

Accepted Answer

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

Question 5

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 6

Brand managers can strategically use LinkedIn to

Accepted Answer

A)  find sales leads. 
B)  organize focus groups. 
C)  network with industry-related groups. 
D)  none of the above. 
E)  all of the above. 
A)  find sales leads. 
B)  organize focus groups. 
C)  network with industry-related groups. 
D)  none of the above. 
E)  all of the above.

Question 7

consumer who is out shopping and searching for a particular product can find the store with the best price by using

Accepted Answer

A)  Instagram. 
B)  Twitter. 
C)  Facebook. 
D)  an app released by Facebook that lets customers receive discounts for "checking in" at a store location. 
E)  an app released by The Find, where a customer can search for the product among 500,000 stores. 
A)  Instagram. 
B)  Twitter. 
C)  Facebook. 
D)  an app released by Facebook that lets customers receive discounts for "checking in" at a store location. 
E)  an app released by The Find, where a customer can search for the product among 500,000 stores.

Question 8

Brand managers can use Twitter strategically to

Accepted Answer

A)  respond to user criticisms to develop happier customers. 
B)  generate brand buzz by developing an official Twitter profile. 
C)  tweet on topics that provide information of value to their customers. 
D)  follow Twitter profiles that mention their products. 
E)  all of the above. 
A)  respond to user criticisms to develop happier customers. 
B)  generate brand buzz by developing an official Twitter profile. 
C)  tweet on topics that provide information of value to their customers. 
D)  follow Twitter profiles that mention their products. 
E)  all of the above.

Question 9

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 __________ the influence on those reached.

Accepted Answer

A)  decrease 
B)  not affect 
C)  undermine 
D)  manipulate 
E)  increase 
A)  decrease 
B)  not affect 
C)  undermine 
D)  manipulate 
E)  increase

Question 10

Figure 19-1
-According to Figure 19-1 above,which information source showed the biggest decrease in college student preference from 2000 to 2009?

Accepted Answer

A)  free samples in a store 
B)  information on the Internet 
C)  advertising on television 
D)  advertising on the Internet 
E)  word of mouth 
A)  free samples in a store 
B)  information on the Internet 
C)  advertising on television 
D)  advertising on the Internet 
E)  word of mouth

Question 11

per action refers to

Accepted Answer

A)  a fixed amount of money paid to the site for every time a visitor clicks on the ad. 
B)  a fixed amount of money paid to the site for placement of the ad. 
C)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
D)  a fixed percentage the site gets paid for placing the ad. 
E)  a fixed discount given to a visitor for clicking on the ad. 
A)  a fixed amount of money paid to the site for every time a visitor clicks on the ad. 
B)  a fixed amount of money paid to the site for placement of the ad. 
C)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
D)  a fixed percentage the site gets paid for placing the ad. 
E)  a fixed discount given to a visitor for clicking on the ad.

Question 12

is meant by "convergence" of real and digital worlds? Provide one example.

Accepted Answer

The convergence of real and digital worl

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-mail 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 Julia Child 
E)  produce a movie featuring a female or male cooking her/his way through all the recipes in 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-mail 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 Julia Child 
E)  produce a movie featuring a female or male cooking her/his way through all the recipes in the latest edition of the Betty Crocker cookbook

Question 14

number of Page views divided by visitors in a given time period is referred to as

Accepted Answer

A)  daily page views. 
B)  the average page views per visitor. 
C)  website visitors per day. 
D)  the website view rate. 
E)  the interaction rate. 
A)  daily page views. 
B)  the average page views per visitor. 
C)  website visitors per day. 
D)  the website view rate. 
E)  the interaction rate.

Question 15

Marketers use social media to reach the important market of college-age students because

Accepted Answer

A)  of their discretionary spending. 
B)  only a small percentage of students check their Facebook pages. 
C)  Internet advertising is ineffective with this age group. 
D)  these media are less effective than print and TV advertising. 
E)  rebellious students reject the brands their parents buy. 
A)  of their discretionary spending. 
B)  only a small percentage of students check their Facebook pages. 
C)  Internet advertising is ineffective with this age group. 
D)  these media are less effective than print and TV advertising. 
E)  rebellious students reject the brands their parents buy.

Question 16

requirement that users "opt-out" of changes to Facebook's privacy settings was considered unethical because

Accepted Answer

A)  "by default" privacy settings would not be changed. 
B)  all Facebook users want automatic updates to new features such as facial recognition. 
C)  Facebook was providing additional privacy and security for its users. 
D)  "by default" privacy settings would be changed. 
E)  the new privacy settings made it harder for brand managers to find "evangelist" consumers of their products. 
A)  "by default" privacy settings would not be changed. 
B)  all Facebook users want automatic updates to new features such as facial recognition. 
C)  Facebook was providing additional privacy and security for its users. 
D)  "by default" privacy settings would be changed. 
E)  the new privacy settings made it harder for brand managers to find "evangelist" consumers of their products.

Question 17

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 video ads with a funny, engaging, character spokesperson for the brand that will capture users' attention and "go viral." 
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 video ads with a funny, engaging, character spokesperson for the brand that will capture users' attention and "go viral." 
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 18

you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement Twitter?

Accepted Answer

A)  Monitor other Twitter accounts for negative mentions of your brand. 
B)  Defend your brand aggressively on your Twitter account for happier customers. 
C)  Create an account and generate followers through posting photos of the new product. 
D)  Create an account and tweet several times a day for a few weeks before releasing the product. 
E)  Post on current events, such as an upcoming political election, to be interesting and unexpected. 
A)  Monitor other Twitter accounts for negative mentions of your brand. 
B)  Defend your brand aggressively on your Twitter account for happier customers. 
C)  Create an account and generate followers through posting photos of the new product. 
D)  Create an account and tweet several times a day for a few weeks before releasing the product. 
E)  Post on current events, such as an upcoming political election, to be interesting and unexpected.

Question 19

three guidelines on marketing and promoting a brand using YouTube include: (1)create a channel rich in key words to improve the odds of the video showing up in user searches; (2)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; 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)  remember that money matters-cost is a factor 
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)  remember that money matters-cost is a factor 
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

a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the customer base?

Accepted Answer

A)  Hire celebrities to tweet about using their product. 
B)  Run concurrent specials on multiple social media platforms such as Facebook and Twitter. 
C)  Use tweets to drive traffic to the brand's website. 
D)  All of the above. 
E)  None of the above. 
A)  Hire celebrities to tweet about using their product. 
B)  Run concurrent specials on multiple social media platforms such as Facebook and Twitter. 
C)  Use tweets to drive traffic to the brand's website. 
D)  All of the above. 
E)  None of the above.

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

is the challenge presented to brand managers by social media advertising?

brand manager of Nikon's newest camera product has decided create a video for an advertising campaign to be presented to a narrow,sophistical target market on one of the social networks.The best social network to reach his target audience of professional photographers is

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

Brand managers can strategically use LinkedIn to

consumer who is out shopping and searching for a particular product can find the store with the best price by using

Brand managers can use Twitter strategically to

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 __________ the influence on those reached.

Figure 19-1 -According to Figure 19-1 above,which information source showed the biggest decrease in college student preference from 2000 to 2009?

per action refers to

is meant by "convergence" of real and digital worlds? Provide one example.

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

number of Page views divided by visitors in a given time period is referred to as

Marketers use social media to reach the important market of college-age students because

requirement that users "opt-out" of changes to Facebook's privacy settings was considered unethical because

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

you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement Twitter?

a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the customer base?

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

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

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

is the challenge presented to brand managers by social media advertising?

brand manager of Nikon's newest camera product has decided create a video for an advertising campaign to be presented to a narrow,sophistical target market on one of the social networks.The best social network to reach his target audience of professional photographers is

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

Brand managers can strategically use LinkedIn to

consumer who is out shopping and searching for a particular product can find the store with the best price by using

Brand managers can use Twitter strategically to

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 __________ the influence on those reached.

Figure 19-1 -According to Figure 19-1 above,which information source showed the biggest decrease in college student preference from 2000 to 2009?

per action refers to

is meant by "convergence" of real and digital worlds? Provide one example.

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

number of Page views divided by visitors in a given time period is referred to as

Marketers use social media to reach the important market of college-age students because

requirement that users "opt-out" of changes to Facebook's privacy settings was considered unethical because

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

you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement Twitter?

a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the customer base?

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