Question 1

Cost per thousand (CPM)is a measure in which

Accepted Answer

A) a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it. 
B) a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website. 
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 amount of money that is paid to a site for posting an ad for a finite amount of time. 
E) a fixed discount given to a visitor for clicking on an ad. 
A) a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it. 
B) a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website. 
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 amount of money that is paid to a site for posting an ad for a finite amount of time. 
E) a fixed discount given to a visitor for clicking on an ad.

Question 2

A Facebook Page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers EXCEPT:

Accepted Answer

A) a cover image. 
B) Facebook Page posts that appear in the News Feed. 
C) analytics about users. 
D) the ability to "tweet" a comment on an ad a firm has posted on its Facebook Page. 
E) the number of people who clicked the "Like" button. 
A) a cover image. 
B) Facebook Page posts that appear in the News Feed. 
C) analytics about users. 
D) the ability to "tweet" a comment on an ad a firm has posted on its Facebook Page. 
E) the number of people who clicked the "Like" button.

Question 3

As the content of a blog or messages posted on social media sites move from impersonal to highly personal,the level of self-disclosure __________.

Accepted Answer

A) decreases 
B) is not affected 
C) undermines the credibility of the site 
D) increases 
E) increases the credibility of the site 
A) decreases 
B) is not affected 
C) undermines the credibility of the site 
D) increases 
E) increases the credibility of the site

Question 4

A 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) chat room. 
D) Facebook Page. 
E) "tweet." 
A) wiki. 
B) blog. 
C) chat room. 
D) Facebook Page. 
E) "tweet."

Question 5

A 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 6

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

Accepted Answer

A) gross page views. 
B) the average page views per visitor. 
C) website "hits." 
D) the website view rate. 
E) the interaction rate. 
A) gross page views. 
B) the average page views per visitor. 
C) website "hits." 
D) the website view rate. 
E) the interaction rate.

Question 7

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 8

Social networks are

Accepted Answer

A) dating websites like eHarmony. 
B) Internet browsers like Safari or Firefox. 
C) specific social media like Facebook,Twitter,LinkedIn,and YouTube. 
D) the replacement for e-mail to send private digital messages. 
E) social media websites that are the high in self-disclosure but low in media richness. 
A) dating websites like eHarmony. 
B) Internet browsers like Safari or Firefox. 
C) specific social media like Facebook,Twitter,LinkedIn,and YouTube. 
D) the replacement for e-mail to send private digital messages. 
E) social media websites that are the high in self-disclosure but low in media richness.

Question 9

Describe the two factors that are used to classify social media.

Accepted Answer

Social media can be classified based on

Question 10

Cost per click is a measure in which

Accepted Answer

A) a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website. 
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 of money is 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 given to a visitor for clicking on an ad. 
A) a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website. 
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 of money is 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 given to a visitor for clicking on an ad.

Question 11

A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as

Accepted Answer

A) click-through rate (CTR). 
B) cost per thousand (CPM). 
C) fixed fee rate (FFR). 
D) cost per action (CP
A) . 
E) cost per click (CP
C) . 
A) click-through rate (CTR). 
B) cost per thousand (CPM). 
C) fixed fee rate (FFR). 
D) cost per action (CP
A) . 
E) cost per click (CP
C) .

Question 12

What is the best way a brand manager might deal with "key influencers" during a social media attack on a brand?

Accepted Answer

A) Respond with aggression to get them to back down. 
B) Ignore them and they will stop commenting. 
C) Undermine their credibility by emphasizing the fact that they are not "experts." 
D) Communicate directly and honestly with them. 
E) Accept whatever solution they offer,as they will not cooperate any other way. 
A) Respond with aggression to get them to back down. 
B) Ignore them and they will stop commenting. 
C) Undermine their credibility by emphasizing the fact that they are not "experts." 
D) Communicate directly and honestly with them. 
E) Accept whatever solution they offer,as they will not cooperate any other way.

Question 13

Social Network Image (A)above shows the __________ web page for Carmex,allowing the firm to depict its products as well as send and receive messages about them from "followers."

Accepted Answer

A) YouTube 
B) Pinterest 
C) Twitter 
D) Facebook 
E) LinkedIn 
A) YouTube 
B) Pinterest 
C) Twitter 
D) Facebook 
E) LinkedIn

Question 14

Blogs and wikis differ in that a blog is a diary that shows a __________,while a wiki shows the end result as a __________.

Accepted Answer

A) complete thought process;fragmented group of ideas 
B) sequential journey;single entry 
C) single entry;sequential journey 
D) personal side of the user;formal presentation 
E) long narrative;block of text 
A) complete thought process;fragmented group of ideas 
B) sequential journey;single entry 
C) single entry;sequential journey 
D) personal side of the user;formal presentation 
E) long narrative;block of text

Question 15

All of the following are true about Facebook EXCEPT:

Accepted Answer

A) it recently acquired Instagram,a photo-sharing site. 
B) its users who are 18 to 24 years old have an average of 510 "friends." 
C) it exceeds YouTube in terms of the number of videos posted to its Facebook Channels. 
D) its user profile is predominately female (60%). 
E) it recently introduced Facebook Home to offer users a more immersive experience on their smartphones. 
A) it recently acquired Instagram,a photo-sharing site. 
B) its users who are 18 to 24 years old have an average of 510 "friends." 
C) it exceeds YouTube in terms of the number of videos posted to its Facebook Channels. 
D) its user profile is predominately female (60%). 
E) it recently introduced Facebook Home to offer users a more immersive experience on their smartphones.

Question 16

All the following statements about user generated content (UGC)are true EXCEPT:

Accepted Answer

A) UGC is published on a publicly accessible website and created by end users. 
B) UGC is reposting an article found in a newspaper or magazine without editing. 
C) UGC is consumer-generated by an individual outside of a professional organization. 
D) UGC shows a significant degree of creative effort. 
E) UGC is not simply e-mail,but is published on a publicly accessible website. 
A) UGC is published on a publicly accessible website and created by end users. 
B) UGC is reposting an article found in a newspaper or magazine without editing. 
C) UGC is consumer-generated by an individual outside of a professional organization. 
D) UGC shows a significant degree of creative effort. 
E) UGC is not simply e-mail,but is published on a publicly accessible website.

Question 17

The social network primarily used for professional networking and job searching is

Accepted Answer

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

Question 18

In classifying social media,self-disclosure is

Accepted Answer

A) the degree to which a person's thoughts,feelings,likes,and dislikes are made public. 
B) the degree of acoustic,visual,and personal contact between two communication partners. 
C) an undesirable effect of social media in which too much personal information is given by users,resulting in identity theft. 
D) a growing trend in which telephone and e-mail communications contribute to one's online profile. 
E) behavior that leads to an unfavorable impression by other online users. 
A) the degree to which a person's thoughts,feelings,likes,and dislikes are made public. 
B) the degree of acoustic,visual,and personal contact between two communication partners. 
C) an undesirable effect of social media in which too much personal information is given by users,resulting in identity theft. 
D) a growing trend in which telephone and e-mail communications contribute to one's online profile. 
E) behavior that leads to an unfavorable impression by other online users.

Question 19

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 20

All of the following are true about StuffDOT EXCEPT:

Accepted Answer

A) StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item. 
B) StuffDOT start-up targets college-aged women. 
C) StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city. 
D) StuffDOT campus ambassadors are a major force behind the platform's growth. 
E) StuffDOT reward money can be cashed in via PayPal or redeemed for gift cards with many major retailers. 
A) StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item. 
B) StuffDOT start-up targets college-aged women. 
C) StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city. 
D) StuffDOT campus ambassadors are a major force behind the platform's growth. 
E) StuffDOT reward money can be cashed in via PayPal or redeemed for gift cards with many major retailers.

Exam 19: Using Social Media to Connect With Consumers

Cost per thousand (CPM)is a measure in which

A Facebook Page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers EXCEPT:

As the content of a blog or messages posted on social media sites move from impersonal to highly personal,the level of self-disclosure __________.

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

A blog is __________,whereas a wiki is __________.

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

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

Social networks are

Describe the two factors that are used to classify social media.

Cost per click is a measure in which

A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as

What is the best way a brand manager might deal with "key influencers" during a social media attack on a brand?

Social Network Image (A)above shows the __________ web page for Carmex,allowing the firm to depict its products as well as send and receive messages about them from "followers."

Blogs and wikis differ in that a blog is a diary that shows a __________,while a wiki shows the end result as a __________.

All of the following are true about Facebook EXCEPT:

All the following statements about user generated content (UGC)are true EXCEPT:

The social network primarily used for professional networking and job searching is

In classifying social media,self-disclosure is

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

All of the following are true about StuffDOT EXCEPT:

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

A blog is ,whereas a wiki is .

Blogs and wikis differ in that a blog is a diary that shows a ,while a wiki shows the end result as a .