Question 1

How does Facebook generate its sales revenue from ads?

Accepted Answer

A) Facebook charges for ads to appear along the right-hand section of a Facebook webpage. 
B) Facebook allows companies' ads to show up in pop-up windows throughout the site. 
C) Facebook charges companies to create a Facebook Page for their brands. 
D) Facebook staff 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 charges for ads to appear along the right-hand section of a Facebook webpage. 
B) Facebook allows companies' ads to show up in pop-up windows throughout the site. 
C) Facebook charges companies to create a Facebook Page for their brands. 
D) Facebook staff 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 2

Social media advertising is helpful to brand managers because consumers are __________.

Accepted Answer

A) captive receivers who buy products online. 
B) end-receivers who buy products online. 
C) traditional consumers who buy products in retail stores. 
D) active receivers who send user generated content to both friends and advertisers. 
E) traditional receivers who browse products online. 
A) captive receivers who buy products online. 
B) end-receivers who buy products online. 
C) traditional consumers who buy products in retail stores. 
D) active receivers who send user generated content to both friends and advertisers. 
E) traditional receivers who browse products online.

Question 3

In using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing (1)__________ and (2)the characteristics of these visitors.

Accepted Answer

A) the availability of social network to run apps 
B) the ability of the site to be measured in terms of its sales,profitability,distribution density,and other performance metrics 
C) the number of users or unique visitors to the website 
D) the ability of the social network to pull controversial content 
E) the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches 
A) the availability of social network to run apps 
B) the ability of the site to be measured in terms of its sales,profitability,distribution density,and other performance metrics 
C) the number of users or unique visitors to the website 
D) the ability of the social network to pull controversial content 
E) the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches

Question 4

Based on the social media identified in Figure 19-1 above,which of the following social networking sites is HIGHEST in media richness?

Accepted Answer

A) Facebook 
B) Twitter 
C) YouTube 
D) LinkedIn 
E) can't be determined 
A) Facebook 
B) Twitter 
C) YouTube 
D) LinkedIn 
E) can't be determined

Question 5

What did Toyota do to reach World of Warcraft's U.S.game 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 6

At the present time,StuffDOT sees which of the following social networks as its direct or principal competitor?

Accepted Answer

A) Facebook 
B) Pinterest 
C) Groupon 
D) LivingSocial 
E) StuffDOT sees no "direct" competitors 
A) Facebook 
B) Pinterest 
C) Groupon 
D) LivingSocial 
E) StuffDOT sees no "direct" competitors

Question 7

Web 2.0 is a term that describes

Accepted Answer

A) a technical update of the World Wide Web. 
B) the high degree of interactivity among users. 
C) the second generation of Internet browsers. 
D) the decreased interactivity of user generated content. 
E) the second revision of marketer-generated web content. 
A) a technical update of the World Wide Web. 
B) the high degree of interactivity among users. 
C) the second generation of Internet browsers. 
D) the decreased interactivity of user generated content. 
E) the second revision of marketer-generated web content.

Question 8

Apps 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 of people 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 of people to form protests on social networking sites.

Question 9

In what way are traditional and social media SIMILAR?

Accepted Answer

A) They both require specialized training. 
B) They both rely upon contributions from established "experts" to create credibility and social authority. 
C) They both can reach either large or niche audiences. 
D) They both are relatively inexpensive or free to produce. 
E) They both produce content that can be altered after posting or publication. 
A) They both require specialized training. 
B) They both rely upon contributions from established "experts" to create credibility and social authority. 
C) They both can reach either large or niche audiences. 
D) They both are relatively inexpensive or free to produce. 
E) They both produce content that can be altered after posting or publication.

Question 10

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 virtual content-sharing social network that allows people to share images of their favorite things such as clothing,craft ideas,and recipes as well as enables them to categorize these images. 
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 virtual content-sharing social network that allows people to share images of their favorite things such as clothing,craft ideas,and recipes as well as enables them to categorize these images.

Question 11

Which of the following manages the largest database that can respond to queries in facts,photos,and direct answers?

Accepted Answer

A) Wikipedia 
B) Twitter 
C) Facebook 
D) Bing 
E) Google 
A) Wikipedia 
B) Twitter 
C) Facebook 
D) Bing 
E) Google

Question 12

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Accepted Answer

A) friendster. 
B) friend visitor. 
C) fan source. 
D) fan base. 
E) friend source. 
A) friendster. 
B) friend visitor. 
C) fan source. 
D) fan base. 
E) friend source.

Question 13

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale.That firm should use the performance measure of

Accepted Answer

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

Question 14

A 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) 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) 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 15

What are the main ways brand managers can use Twitter?

Accepted Answer

Brand managers can use keyword search mo

Question 16

The three guidelines on marketing and promoting a brand using YouTube include: (1)exploit visual aspects of your message,perhaps sacrificing product messages to tell a more entertaining story; (2)__________;and (3)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.

Accepted Answer

A) use an expert to inform the audience about product features and benefits 
B) create a channel rich in key words to improve the odds of the video showing up in user searches 
C) tie the product to a current political or news event 
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) create a channel rich in key words to improve the odds of the video showing up in user searches 
C) tie the product to a current political or news event 
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 17

Brand managers can strategically use Twitter to do all of the following EXCEPT:

Accepted Answer

A) respond to user criticisms about a brand through "re-tweets" to develop more satisfied customers. 
B) generate brand buzz by developing an official Twitter profile. 
C) tweet on topics that provide information of value to their customers. 
D) operate promotions in real time. 
E) use paid ads and sponsored stories to generate new customers for its advertisers. 
A) respond to user criticisms about a brand through "re-tweets" to develop more satisfied customers. 
B) generate brand buzz by developing an official Twitter profile. 
C) tweet on topics that provide information of value to their customers. 
D) operate promotions in real time. 
E) use paid ads and sponsored stories to generate new customers for its advertisers.

Question 18

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

Accepted Answer

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

Question 19

A popular social network used by college students to find and share the best content on the Web is

Accepted Answer

A) Tumblr. 
B) Flickr. 
C) Vimeo. 
D) Pinterest. 
E) StumbleUpon. 
A) Tumblr. 
B) Flickr. 
C) Vimeo. 
D) Pinterest. 
E) StumbleUpon.

Question 20

As 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..

Exam 19: Using Social Media to Connect With Consumers

How does Facebook generate its sales revenue from ads?

Social media advertising is helpful to brand managers because consumers are __________.

In using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing (1)__________ and (2)the characteristics of these visitors.

Based on the social media identified in Figure 19-1 above,which of the following social networking sites is HIGHEST in media richness?

What did Toyota do to reach World of Warcraft's U.S.game players?

At the present time,StuffDOT sees which of the following social networks as its direct or principal competitor?

Web 2.0 is a term that describes

Apps are

In what way are traditional and social media SIMILAR?

Facebook is

Which of the following manages the largest database that can respond to queries in facts,photos,and direct answers?

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale.That firm should use the performance measure of

A fan source is

What are the main ways brand managers can use Twitter?

Brand managers can strategically use Twitter to do all of the following EXCEPT:

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

A popular social network used by college students to find and share the best content on the Web is

As a performance measure,share of voice is

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters