Question 1

2.0 is a term that describes

Accepted Answer

A)  a technical update of the World Wide Web. 
B)  the highly interactive web content created by users. 
C)  the second generation of Internet browsers. 
D)  the decreased interactivity of user generated content. 
E)  the second revision of interactive web content. 
A)  a technical update of the World Wide Web. 
B)  the highly interactive web content created by users. 
C)  the second generation of Internet browsers. 
D)  the decreased interactivity of user generated content. 
E)  the second revision of interactive web content.

Question 2

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 and is accessible in over 70 languages. 
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 and is accessible in over 70 languages. 
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.

Question 3

__________ 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)  negotiated measure. 
D)  cost per view. 
E)  cost per action. 
A)  cost per click. 
B)  cost per thousand. 
C)  negotiated measure. 
D)  cost per view. 
E)  cost per action.

Question 4

Figure 19-2
-Based on the social media identified in Figure 19-2 above,LinkedIn is

Accepted Answer

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

Question 5

Whereas traditional media build credibility through "experts" being "influencers" in a particular field,with social media a sender often simply begins to participate in the __________,hoping that the quality of the message will establish credibility with the receivers.

Accepted Answer

A)  "digital thread" 
B)  "amateur discussion" 
C)  "discussion pool" 
D)  "information superhighway" 
E)  "conversation" 
A)  "digital thread" 
B)  "amateur discussion" 
C)  "discussion pool" 
D)  "information superhighway" 
E)  "conversation"

Question 6

business hoping to generate large online sales through posting ads on social networking sites but only pay when an ad actually generates a sale should use a performance measure of

Accepted Answer

A)  "cost per action," and pay $50 for every purchase that originated from an ad on the site. 
B)  "cost per thousand," and pay $0.50 for every time an ad loads, up to $100 per month. 
C)  a "negotiated measure," and pay $100 to post their ad for two weeks. 
D)  "cost per click," and pay $0.50 for every visitor who clicks on the ad and goes to their website. 
E)  "cost per liker," and pay $1.00 for every visitor who likes the advertised product. 
A)  "cost per action," and pay $50 for every purchase that originated from an ad on the site. 
B)  "cost per thousand," and pay $0.50 for every time an ad loads, up to $100 per month. 
C)  a "negotiated measure," and pay $100 to post their ad for two weeks. 
D)  "cost per click," and pay $0.50 for every visitor who clicks on the ad and goes to their website. 
E)  "cost per liker," and pay $1.00 for every visitor who likes the advertised product.

Question 7

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 8

Which of the following responses does the textbook recommend a brand manager take during a social media attack on a brand?

Accepted Answer

A)  Respond immediately respond to the attack with aggression to get the attackers to back down. 
B)  Ignore your detractors so they will stop commenting. 
C)  Communicate your solution through multiple social media platforms. 
D)  Use only traditional media to reach the target audience because the issues can be explored in greater detail that way. 
E)  Accept whatever solution the attackers offer, as quickly as possible. 
A)  Respond immediately respond to the attack with aggression to get the attackers to back down. 
B)  Ignore your detractors so they will stop commenting. 
C)  Communicate your solution through multiple social media platforms. 
D)  Use only traditional media to reach the target audience because the issues can be explored in greater detail that way. 
E)  Accept whatever solution the attackers offer, as quickly as possible.

Question 9

Facebook's charging for user actions that generate more sales for advertisers demonstrates

Accepted Answer

A)  the influence of social network users in the marketplace. 
B)  the monopoly of Facebook over the marketplace. 
C)  the increasing effectiveness of advertising on social networking sites. 
D)  the convergence of social networking sites with each other. 
E)  the ethically questionable mode of Facebook charging advertisers for using their site. 
A)  the influence of social network users in the marketplace. 
B)  the monopoly of Facebook over the marketplace. 
C)  the increasing effectiveness of advertising on social networking sites. 
D)  the convergence of social networking sites with each other. 
E)  the ethically questionable mode of Facebook charging advertisers for using their site.

Question 10

Performance measures for output and revenues for social media are

Accepted Answer

A)  less specific than those for traditional media. 
B)  easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers. 
C)  easiest to track using Twitter. 
D)  more specific than those for traditional media. 
E)  the same as for traditional media. 
A)  less specific than those for traditional media. 
B)  easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers. 
C)  easiest to track using Twitter. 
D)  more specific than those for traditional media. 
E)  the same as for traditional media.

Question 11

Social networks can be classified based on (1)__________ and (2)__________.

Accepted Answer

A)  web browsers; apps 
B)  user generated content (UG
C) ; organization-sponsored content (OS
C)  
C)  blogs; wikis 
D)  textual; visual 
E)  media richness; self-disclosure. 
A)  web browsers; apps 
B)  user generated content (UG
C) ; organization-sponsored content (OS
C)  
C)  blogs; wikis 
D)  textual; visual 
E)  media richness; self-disclosure.

Question 12

does Facebook generate its sales revenue from ads?

Accepted Answer

A)  Facebook allows companies' ads to show up in pop-up windows throughout the site. 
B)  Facebook charges companies to create a Facebook Page for their brands. 
C)  Facebook charges for ads to appear along the right-hand section of a Facebook webpage. 
D)  Facebook staff members create ads for companies who want to advertise on Facebook. 
E)  Facebook charges companies every time their brand is mentioned in a user's profile. 
A)  Facebook allows companies' ads to show up in pop-up windows throughout the site. 
B)  Facebook charges companies to create a Facebook Page for their brands. 
C)  Facebook charges for ads to appear along the right-hand section of a Facebook webpage. 
D)  Facebook staff members create ads for companies who want to advertise on Facebook. 
E)  Facebook charges companies every time their brand is mentioned in a user's profile.

Question 13

Online media where users submit news,photos,and videos-often accompanied by a feedback process to identify "popular" topics-are referred to as

Accepted Answer

A)  gaming websites. 
B)  Facebook. 
C)  electronic media. 
D)  social media. 
E)  feedback media. 
A)  gaming websites. 
B)  Facebook. 
C)  electronic media. 
D)  social media. 
E)  feedback media.

Question 14

concept underlying Bitter Girls was developed because the AOI team wanted to

Accepted Answer

A)  empower tween and teen girls who do not fit into the most-popular-girl-in-high-school model. 
B)  bring out the sullenness of this age group. 
C)  encourage tween and teen girls to turn from bitter to sweet. 
D)  downplay a message that is uplifting and empowering for girls. 
E)  support the least-popular-girl-in-her-high-school-class model. 
A)  empower tween and teen girls who do not fit into the most-popular-girl-in-high-school model. 
B)  bring out the sullenness of this age group. 
C)  encourage tween and teen girls to turn from bitter to sweet. 
D)  downplay a message that is uplifting and empowering for girls. 
E)  support the least-popular-girl-in-her-high-school-class model.

Question 15

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Accepted Answer

A)  global marketing platforms. 
B)  convergence systems. 
C)  intelligence technologies. 
D)  smart systems. 
E)  social networking sites. 
A)  global marketing platforms. 
B)  convergence systems. 
C)  intelligence technologies. 
D)  smart systems. 
E)  social networking sites.

Question 16

Media richness is __________ in face-to-face communication than telephone or e-mail communications.

Accepted Answer

A)  equal 
B)  lower 
C)  higher 
D)  more updated 
E)  less updated 
A)  equal 
B)  lower 
C)  higher 
D)  more updated 
E)  less updated

Question 17

While both traditional media and social media can reach either a large audience or a niche audience,social media are different from traditional media because

Accepted Answer

A)  production of traditional media requires specialized skills and a team of people. 
B)  traditional media include Facebook and Twitter. 
C)  social media only reaches niche audiences. 
D)  social media is relatively expensive to produce. 
E)  the content of social media cannot be altered after publication. 
A)  production of traditional media requires specialized skills and a team of people. 
B)  traditional media include Facebook and Twitter. 
C)  social media only reaches niche audiences. 
D)  social media is relatively expensive to produce. 
E)  the content of social media cannot be altered after publication.

Question 18

fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Accepted Answer

A)  negotiated cost. 
B)  cost per thousand. 
C)  cost per action. 
D)  cost per click. 
E)  fixed cost. 
A)  negotiated cost. 
B)  cost per thousand. 
C)  cost per action. 
D)  cost per click. 
E)  fixed cost.

Question 19

did Greenpeace use social media to leverage "crowd power" to get Nestlé to capitulate to its demands?

Accepted Answer

A)  Greenpeace hacked into Nestlé's website. 
B)  Greenpeace posted a provocative video on YouTube, then later on Vimeo. 
C)  Greenpeace swarmed Nestlé's Facebook Page with comments. 
D)  Greenpeace protested Nestlé's policies on a television talk show. 
E)  Greenpeace got experts to testify against Nestlé's environmentally unsound actions. 
A)  Greenpeace hacked into Nestlé's website. 
B)  Greenpeace posted a provocative video on YouTube, then later on Vimeo. 
C)  Greenpeace swarmed Nestlé's Facebook Page with comments. 
D)  Greenpeace protested Nestlé's policies on a television talk show. 
E)  Greenpeace got experts to testify against Nestlé's environmentally unsound actions.

Question 20

What are social media?

Accepted Answer

Social media are online media where acti

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

2.0 is a term that describes

Which of the following statements about Facebook is MOST accurate?

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

Figure 19-2 -Based on the social media identified in Figure 19-2 above,LinkedIn is

Whereas traditional media build credibility through "experts" being "influencers" in a particular field,with social media a sender often simply begins to participate in the __________,hoping that the quality of the message will establish credibility with the receivers.

business hoping to generate large online sales through posting ads on social networking sites but only pay when an ad actually generates a sale should use a performance measure of

blog is __________,whereas a wiki is __________.

Which of the following responses does the textbook recommend a brand manager take during a social media attack on a brand?

Facebook's charging for user actions that generate more sales for advertisers demonstrates

Performance measures for output and revenues for social media are

Social networks can be classified based on (1)__________ and (2)__________.

does Facebook generate its sales revenue from ads?

Online media where users submit news,photos,and videos-often accompanied by a feedback process to identify "popular" topics-are referred to as

concept underlying Bitter Girls was developed because the AOI team wanted to

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Media richness is __________ in face-to-face communication than telephone or e-mail communications.

While both traditional media and social media can reach either a large audience or a niche audience,social media are different from traditional media because

fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

did Greenpeace use social media to leverage "crowd power" to get Nestlé to capitulate to its demands?

What are social media?

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

blog is ,whereas a wiki is .

Social networks can be classified based on (1) and (2).