Question 1

does the relationship between YouTube and Vimeo reflect the development of network television?

Accepted Answer

A similarity between TV and social media

Question 2

a performance measure,share of voice is

Accepted Answer

A)  the number of comments users are making on a product or a brand. 
B)  the percentage of comments users are making on the unique videos posted about a product or brand. 
C)  the brand's share or percentage of all the online social media chatter related to a product category or topic. 
D)  the number of users tweeting about a brand or product. 
E)  the number of users chatting online about a brand or product. 
A)  the number of comments users are making on a product or a brand. 
B)  the percentage of comments users are making on the unique videos posted about a product or brand. 
C)  the brand's share or percentage of all the online social media chatter related to a product category or topic. 
D)  the number of users tweeting about a brand or product. 
E)  the number of users chatting online about a brand or product.

Question 3

assessing the value of tweets,Twitter users considered the majority of tweets to be

Accepted Answer

A)  news. 
B)  self-promotion. 
C)  conversational. 
D)  pointless babble. 
E)  spam. 
A)  news. 
B)  self-promotion. 
C)  conversational. 
D)  pointless babble. 
E)  spam.

Question 4

Figure 19-1
-According to Figure 19-1 above,the source of information most used by college students in 2009 was

Accepted Answer

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

Question 5

While brand managers use both traditional and social media to promote and advertise their products,traditional media __________,while social media __________.

Accepted Answer

A)  appeal to a younger audience; appeal to a middle-aged audience 
B)  are cheaper; are more creative 
C)  are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete 
D)  are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them 
E)  take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual 
A)  appeal to a younger audience; appeal to a middle-aged audience 
B)  are cheaper; are more creative 
C)  are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete 
D)  are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them 
E)  take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual

Question 6

T-Mobile's 2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations of success by becoming popular not only in the Czech network but in neighboring Poland and Slovakia as well.While this started as a __________ marketing strategy targeted as a single country,it crossed country boundaries and became a global marketing strategy.

Accepted Answer

A)  intracultural 
B)  multidomestic 
C)  intercultural 
D)  convergence 
E)  social network 
A)  intracultural 
B)  multidomestic 
C)  intercultural 
D)  convergence 
E)  social network

Question 7

Which of the following statements about user generated content (UGC)is MOST accurate?

Accepted Answer

A)  UGC is published on a publicly accessible website or a social networking site. 
B)  UGC must show a sequential journey through posts made by a user. 
C)  UGC is intended for commercial profit. 
D)  UGC is not found on a social networking site. 
E)  UGC is limited to text-only postings due to the limited bandwith of Internet service providers. 
A)  UGC is published on a publicly accessible website or a social networking site. 
B)  UGC must show a sequential journey through posts made by a user. 
C)  UGC is intended for commercial profit. 
D)  UGC is not found on a social networking site. 
E)  UGC is limited to text-only postings due to the limited bandwith of Internet service providers.

Question 8

web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to 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 9

are the four guidelines proposed by Buddy Media to engage fans on Facebook?

Accepted Answer

According to Buddy Media,first focus con

Question 10

is a main difference between advertising in traditional print media and advertising on Facebook?

Accepted Answer

A)  Brand managers compose the title, the copy, and the images or photos of the ad. 
B)  Demographics are not taken into account when placing ads on Facebook. 
C)  Brand managers do not keep an expense budget for Facebook ads. 
D)  Brand managers cannot control the content of their Facebook ads-the advertising agency does. 
E)  Brand managers do not select the placement of where the ads are seen on Facebook. 
A)  Brand managers compose the title, the copy, and the images or photos of the ad. 
B)  Demographics are not taken into account when placing ads on Facebook. 
C)  Brand managers do not keep an expense budget for Facebook ads. 
D)  Brand managers cannot control the content of their Facebook ads-the advertising agency does. 
E)  Brand managers do not select the placement of where the ads are seen on Facebook.

Question 11

Facebook was a "closed" system of private and personal profiles,how could brand managers use Facebook in their advertising strategy?

Accepted Answer

A)  Facebook allowed companies' ads to show up in pop-up windows throughout the site. 
B)  Facebook charged companies to create a Facebook Page for their brands. 
C)  Facebook staff developed ads for companies who wanted to advertise on Facebook. 
D)  Facebook charged companies when their brand was mentioned in a user's profile. 
E)  Facebook allowed brand managers to promote their business on Facebook separate from their private and personal profiles. 
A)  Facebook allowed companies' ads to show up in pop-up windows throughout the site. 
B)  Facebook charged companies to create a Facebook Page for their brands. 
C)  Facebook staff developed ads for companies who wanted to advertise on Facebook. 
D)  Facebook charged companies when their brand was mentioned in a user's profile. 
E)  Facebook allowed brand managers to promote their business on Facebook separate from their private and personal profiles.

Question 12

Social networks are

Accepted Answer

A)  gaming websites. 
B)  Internet browsers. 
C)  specific social media like Facebook or YouTube. 
D)  the replacement for e-mail to send private messages. 
E)  social media websites that are the highest in media richness. 
A)  gaming websites. 
B)  Internet browsers. 
C)  specific social media like Facebook or YouTube. 
D)  the replacement for e-mail to send private messages. 
E)  social media websites that are the highest in media richness.

Question 13

Another term sometimes used interchangeably with "social media" is __________.

Accepted Answer

A)  net platforms 
B)  Web 3.0 
C)  Web functionalities 
D)  Web 2.0 
E)  peer-to-peer networking 
A)  net platforms 
B)  Web 3.0 
C)  Web functionalities 
D)  Web 2.0 
E)  peer-to-peer networking

Question 14

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

Question 15

AOI marketing team used the following approach in its Bitter Girls marketing strategy to develop a following in its target market by

Accepted Answer

A)  setting up a Twitter account for each of the Bitter Girls. 
B)  producing a six-minute YouTube video, featuring a one-minute cameo appearance by each girl. 
C)  creating a hypothetical LinkedIn "connection" for each Bitter Girl. 
D)  creating an official Facebook Page, developed a story line on Facebook, and ran highly targeted Facebook ads. 
E)  asking Facebook fans to submit creative stories about each Bitter Girl. 
A)  setting up a Twitter account for each of the Bitter Girls. 
B)  producing a six-minute YouTube video, featuring a one-minute cameo appearance by each girl. 
C)  creating a hypothetical LinkedIn "connection" for each Bitter Girl. 
D)  creating an official Facebook Page, developed a story line on Facebook, and ran highly targeted Facebook ads. 
E)  asking Facebook fans to submit creative stories about each Bitter Girl.

Question 16

click-through rate is

Accepted Answer

A)  the percentage of recipients who have clicked on a link on the Page to visit a specific site. 
B)  the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link. 
C)  the percentage of customers who buy a product from the brand website. 
D)  the total number of people who have visited a brand's Facebook Page and have become Facebook fans of the product. 
E)  the total number of people who have purchased the product online divided by the number of people viewing the Page. 
A)  the percentage of recipients who have clicked on a link on the Page to visit a specific site. 
B)  the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link. 
C)  the percentage of customers who buy a product from the brand website. 
D)  the total number of people who have visited a brand's Facebook Page and have become Facebook fans of the product. 
E)  the total number of people who have purchased the product online divided by the number of people viewing the Page.

Question 17

single social media site like Facebook or 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 18

are

Accepted Answer

A)  computer-based networks that trigger actions by sensing changes in the real or digital world. 
B)  software programs to measure the number of times an ad loads on a webpage. 
C)  small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices. 
D)  a failed marketing gimmick to advertise the benefits of smartphones. 
E)  programs that can be used to organize large groups to form protests on social networking sites. 
A)  computer-based networks that trigger actions by sensing changes in the real or digital world. 
B)  software programs to measure the number of times an ad loads on a webpage. 
C)  small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices. 
D)  a failed marketing gimmick to advertise the benefits of smartphones. 
E)  programs that can be used to organize large groups to form protests on social networking sites.

Question 19

did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

Accepted Answer

A)  Toyota sponsored an expansion pack of the game. 
B)  Toyota purchased the personal information of users from the game company to send e-mails. 
C)  Toyota used mechanics and pictures in a commercial. 
D)  Toyota paid to have likenesses of their vehicles appear in the game as product placement. 
E)  Toyota paid to have ads placed on the game's website. 
A)  Toyota sponsored an expansion pack of the game. 
B)  Toyota purchased the personal information of users from the game company to send e-mails. 
C)  Toyota used mechanics and pictures in a commercial. 
D)  Toyota paid to have likenesses of their vehicles appear in the game as product placement. 
E)  Toyota paid to have ads placed on the game's website.

Question 20

of the following are differences between social and traditional media EXCEPT:

Accepted Answer

A)  the number of and skills required to produce and train personnel to produce the media. 
B)  the permanence of the media. 
C)  the credibility of the media. 
D)  the ability to reach a mass or specialized market segment. 
E)  the privacy and anonymity of the media. 
A)  the number of and skills required to produce and train personnel to produce the media. 
B)  the permanence of the media. 
C)  the credibility of the media. 
D)  the ability to reach a mass or specialized market segment. 
E)  the privacy and anonymity of the media.

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

does the relationship between YouTube and Vimeo reflect the development of network television?

a performance measure,share of voice is

assessing the value of tweets,Twitter users considered the majority of tweets to be

Figure 19-1 -According to Figure 19-1 above,the source of information most used by college students in 2009 was

While brand managers use both traditional and social media to promote and advertise their products,traditional media __________,while social media __________.

Which of the following statements about user generated content (UGC)is MOST accurate?

web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a

are the four guidelines proposed by Buddy Media to engage fans on Facebook?

is a main difference between advertising in traditional print media and advertising on Facebook?

Facebook was a "closed" system of private and personal profiles,how could brand managers use Facebook in their advertising strategy?

Social networks are

Another term sometimes used interchangeably with "social media" is __________.

LinkedIn is

AOI marketing team used the following approach in its Bitter Girls marketing strategy to develop a following in its target market by

click-through rate is

single social media site like Facebook or YouTube is referred to as a(n)

are

did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

of the following are differences between social and traditional media EXCEPT:

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

While brand managers use both traditional and social media to promote and advertise their products,traditional media ,while social media .