Question 1

are "apps," and what significance do they have with respect to convergence?

Accepted Answer

Apps are small,downloadable software pro

Question 2

Marketers can use one of two strategies: the first strategy uses Groupon and Living Social Deals,and the second strategy uses ads in newspapers,magazines,and on TV.The difference between these two types of marketing strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.

Accepted Answer

A)  "passive receivers"; "active receivers" 
B)  an older demographic; a younger demographic 
C)  wealthy; disadvantaged 
D)  "active receivers"; "passive receivers" 
E)  disadvantaged; wealthy 
A)  "passive receivers"; "active receivers" 
B)  an older demographic; a younger demographic 
C)  wealthy; disadvantaged 
D)  "active receivers"; "passive receivers" 
E)  disadvantaged; wealthy

Question 3

are the main ways brand managers can use Twitter?

Accepted Answer

Brand managers can use keyword search mo

Question 4

Smart systems are

Accepted Answer

A)  computer-based networks that trigger actions by sensing changes in the real or digital world. 
B)  highly organized social media campaigns to protest a brand. 
C)  social networking sites that allow for people to keep in touch with photos, videos, and short-text entries. 
D)  financially successful social networking sites. 
E)  programs that provide measures of an ad's success on social networking sites. 
A)  computer-based networks that trigger actions by sensing changes in the real or digital world. 
B)  highly organized social media campaigns to protest a brand. 
C)  social networking sites that allow for people to keep in touch with photos, videos, and short-text entries. 
D)  financially successful social networking sites. 
E)  programs that provide measures of an ad's success on social networking sites.

Question 5

convergence of real and digital worlds is the result of

Accepted Answer

A)  the work of William Gibson who coined the term "cyberspace." 
B)  the implementation of ideas found in science fiction films and books. 
C)  the unlimited proliferation of interlinked smartphones, tablet devices, sensors, sophisticated algorithms, databases, and other elements. 
D)  Steve Jobs, the late visionary CEO of Apple, Inc. 
E)  the researchers at Xerox Palo Alto Research Center (PAR
C) . 
A)  the work of William Gibson who coined the term "cyberspace." 
B)  the implementation of ideas found in science fiction films and books. 
C)  the unlimited proliferation of interlinked smartphones, tablet devices, sensors, sophisticated algorithms, databases, and other elements. 
D)  Steve Jobs, the late visionary CEO of Apple, Inc. 
E)  the researchers at Xerox Palo Alto Research Center (PAR
C) .

Question 6

Smart systems are called "smart" because

Accepted Answer

A)  a user needs to be intelligent to use them efficiently and effectively. 
B)  users are primarily located at colleges and universities. 
C)  in this case "smart" means fashionable or cool. 
D)  users have to be smart to excel at playing games such as Angry Birds on smartphones. 
E)  they use various sensing features to facilitate more dynamic interactions with consumers. 
A)  a user needs to be intelligent to use them efficiently and effectively. 
B)  users are primarily located at colleges and universities. 
C)  in this case "smart" means fashionable or cool. 
D)  users have to be smart to excel at playing games such as Angry Birds on smartphones. 
E)  they use various sensing features to facilitate more dynamic interactions with consumers.

Question 7

Facebook came under fire in December 2009 when it made significant changes to the privacy settings of users.These changes to privacy settings resulted in

Accepted Answer

A)  releasing user's personal information, such as name, picture, gender, and a list of friends, "by default." 
B)  wall posts being lost. 
C)  friends being lost. 
D)  additional privacy and security for its users who provided a detailed Facebook Page, sent automatically to the company. 
E)  products being "unliked." 
A)  releasing user's personal information, such as name, picture, gender, and a list of friends, "by default." 
B)  wall posts being lost. 
C)  friends being lost. 
D)  additional privacy and security for its users who provided a detailed Facebook Page, sent automatically to the company. 
E)  products being "unliked."

Question 8

Figure 19-6
-While YouTube and Vimeo both allow users to upload videos,Vimeo focuses on __________ and YouTube focuses on __________.

Accepted Answer

A)  videos that will appeal to a younger audience; videos that will appeal to a middle-aged audience 
B)  videos with artistic content; videos with broad appeal 
C)  videos with broad appeal; videos with more artistic content 
D)  upcoming movie trailers; amateur stunt videos 
E)  videos that will generate a profit; videos that will build social awareness 
A)  videos that will appeal to a younger audience; videos that will appeal to a middle-aged audience 
B)  videos with artistic content; videos with broad appeal 
C)  videos with broad appeal; videos with more artistic content 
D)  upcoming movie trailers; amateur stunt videos 
E)  videos that will generate a profit; videos that will build social awareness

Question 9

Figure 19-2
-Based on the social media identified in Figure 19-2 above,the social media site rated highest in media richness and lowest in self-disclosure is

Accepted Answer

A)  Wikipedia. 
B)  Facebook. 
C)  Second Life. 
D)  World of Warcraft. 
E)  Farmville. 
A)  Wikipedia. 
B)  Facebook. 
C)  Second Life. 
D)  World of Warcraft. 
E)  Farmville.

Question 10

Kimmy Summers and Gina Damoto 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 pushed 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 pushed under dorm-room doors. 
C)  phone solicitations. 
D)  ads in their campus newspapers. 
E)  social media.

Question 11

Figure 19-2
-Based on the social media identified in Figure 19-2 above,a social media site that has elaborate visuals,graphics,and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?

Accepted Answer

A)  upper left 
B)  upper right 
C)  lower center 
D)  lower right 
E)  lower left 
A)  upper left 
B)  upper right 
C)  lower center 
D)  lower right 
E)  lower left

Question 12

Negotiated (cost)is a measure in which

Accepted Answer

A)  a fixed amount of money paid to the site for every visitor who clicks on this ad and goes from the website to the advertiser's site. 
B)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
C)  a fixed amount paid to a site for posting an ad for a finite amount of time. 
D)  a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month. 
E)  a fixed discount a visitor gets for clicking on the ad. 
A)  a fixed amount of money paid to the site for every visitor who clicks on this ad and goes from the website to the advertiser's site. 
B)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
C)  a fixed amount paid to a site for posting an ad for a finite amount of time. 
D)  a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month. 
E)  a fixed discount a visitor gets for clicking on the ad.

Question 13

thinking about starting an ad campaign on Facebook,the brand manager considers

Accepted Answer

A)  that each user who visits a Facebook Page will see the same advertisement. 
B)  whether the ad has a balance of text, audio, and video when it is placed on users' Facebook Pages. 
C)  letting users specify ad positioning and placement on the Facebook Page. 
D)  tracking new sales produced by the ad by linking it to a coupon code, product, or promotional offer. 
E)  that advertising on Facebook Pages is free and is an economical advertising strategy. 
A)  that each user who visits a Facebook Page will see the same advertisement. 
B)  whether the ad has a balance of text, audio, and video when it is placed on users' Facebook Pages. 
C)  letting users specify ad positioning and placement on the Facebook Page. 
D)  tracking new sales produced by the ad by linking it to a coupon code, product, or promotional offer. 
E)  that advertising on Facebook Pages is free and is an economical advertising strategy.

Question 14

is the number one paid iPhone app?

Accepted Answer

A)  Instagram 
B)  Farmville 
C)  Angry Birds 
D)  Twitter 
E)  Plants vs. Zombies 
A)  Instagram 
B)  Farmville 
C)  Angry Birds 
D)  Twitter 
E)  Plants vs. Zombies

Question 15

fixed amount paid to a site for posting an ad for a finite amount of time is referred to as

Accepted Answer

A)  cost per thousand (CPM). 
B)  cost per click (CP
C) . 
C)  cost per action (CP
A) . 
D)  negotiated (cost). 
E)  commission (cost). 
A)  cost per thousand (CPM). 
B)  cost per click (CP
C) . 
C)  cost per action (CP
A) . 
D)  negotiated (cost). 
E)  commission (cost).

Question 16

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media seek to reach __________.

Accepted Answer

A)  "two-way receivers" 
B)  "end receivers" 
C)  "active receivers" 
D)  "followers" 
E)  "connections" 
A)  "two-way receivers" 
B)  "end receivers" 
C)  "active receivers" 
D)  "followers" 
E)  "connections"

Question 17

Figure 19-2
-Based on the social media identified in Figure 19-2 above,blogs are

Accepted Answer

A)  highly interactive websites. 
B)  high in self-disclosure but low in media richness. 
C)  low in self-disclosure but high in media richness. 
D)  websites that are low in self-disclosure. 
E)  websites that are high in media richness. 
A)  highly interactive websites. 
B)  high in self-disclosure but low in media richness. 
C)  low in self-disclosure but high in media richness. 
D)  websites that are low in self-disclosure. 
E)  websites that are high in media richness.

Question 18

social media website open to anyone age 13 and over,where users keep family and friends up to date on what they are thinking,doing,and feeling; chat with friends; and create and join common-interest groups organized by workplace,high school,college,and Pages is

Accepted Answer

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

Question 19

classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Accepted Answer

A)  user generated content. 
B)  social value. 
C)  self-disclosure. 
D)  media richness. 
E)  emotive content. 
A)  user generated content. 
B)  social value. 
C)  self-disclosure. 
D)  media richness. 
E)  emotive content.

Question 20

Figure 19-6
-of the advantages of social media is that communities can form around ideas,interests,and commonalities regardless of the physical location of their members.The best way to use this advantage to market a product is to

Accepted Answer

A)  identify the niche audience of consumers to target and choose the appropriate social network to reach this audience. 
B)  use Facebook to reach the niche audience of consumers because it is the largest, most popular social network. 
C)  use Twitter to create a buzz in the niche audience of consumers to target and get them "tweeting." 
D)  identify consumers in the niche audience who are "passive receivers." 
E)  create a YouTube video because it is the highest in "media richness" and will capture the attention of the niche audience. 
A)  identify the niche audience of consumers to target and choose the appropriate social network to reach this audience. 
B)  use Facebook to reach the niche audience of consumers because it is the largest, most popular social network. 
C)  use Twitter to create a buzz in the niche audience of consumers to target and get them "tweeting." 
D)  identify consumers in the niche audience who are "passive receivers." 
E)  create a YouTube video because it is the highest in "media richness" and will capture the attention of the niche audience.

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

are "apps," and what significance do they have with respect to convergence?

are the main ways brand managers can use Twitter?

Smart systems are

convergence of real and digital worlds is the result of

Smart systems are called "smart" because

Facebook came under fire in December 2009 when it made significant changes to the privacy settings of users.These changes to privacy settings resulted in

Figure 19-6 -While YouTube and Vimeo both allow users to upload videos,Vimeo focuses on __________ and YouTube focuses on __________.

Figure 19-2 -Based on the social media identified in Figure 19-2 above,the social media site rated highest in media richness and lowest in self-disclosure is

Kimmy Summers and Gina Damoto 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

Figure 19-2 -Based on the social media identified in Figure 19-2 above,a social media site that has elaborate visuals,graphics,and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?

Negotiated (cost)is a measure in which

thinking about starting an ad campaign on Facebook,the brand manager considers

is the number one paid iPhone app?

fixed amount paid to a site for posting an ad for a finite amount of time is referred to as

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media seek to reach __________.

Figure 19-2 -Based on the social media identified in Figure 19-2 above,blogs are

social media website open to anyone age 13 and over,where users keep family and friends up to date on what they are thinking,doing,and feeling; chat with friends; and create and join common-interest groups organized by workplace,high school,college,and Pages is

classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Figure 19-6 -of the advantages of social media is that communities can form around ideas,interests,and commonalities regardless of the physical location of their members.The best way to use this advantage to market a product is to

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

Figure 19-6 -While YouTube and Vimeo both allow users to upload videos,Vimeo focuses on and YouTube focuses on .