Question 1

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

Accepted Answer

A) YouTube. 
B) LinkedIn. 
C) Facebook. 
D) Twitter. 
E) Google Chrome. 
A) YouTube. 
B) LinkedIn. 
C) Facebook. 
D) Twitter. 
E) Google Chrome.

Question 2

A wiki is a

Accepted Answer

A) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
B) business-oriented website that lets users create profiles for professional networking. 
C) unique type of Internet browser where search results are personalized for each user. 
D) website where users create a personal profile,add "friends," and exchange messages and photos with them. 
E) website whose content is created and edited by the ongoing collaboration of end users. 
A) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
B) business-oriented website that lets users create profiles for professional networking. 
C) unique type of Internet browser where search results are personalized for each user. 
D) website where users create a personal profile,add "friends," and exchange messages and photos with them. 
E) website whose content is created and edited by the ongoing collaboration of end users.

Question 3

Recently,Facebook made all of the following changes to its site to improve the user experience EXCEPT:

Accepted Answer

A) Facebook acquired Pinterest to expand its photo-sharing capabilities. 
B) Facebook announced that a version of its News Feed was being tailored for images to appear on mobile devices. 
C) Facebook launched Facebook Home. 
D) Facebook simplified its privacy settings to give users more control over what personal information they share. 
E) Facebook was able to generate revenues by placing ads on the small screens of smartphones. 
A) Facebook acquired Pinterest to expand its photo-sharing capabilities. 
B) Facebook announced that a version of its News Feed was being tailored for images to appear on mobile devices. 
C) Facebook launched Facebook Home. 
D) Facebook simplified its privacy settings to give users more control over what personal information they share. 
E) Facebook was able to generate revenues by placing ads on the small screens of smartphones.

Question 4

Cost per action refers to

Accepted Answer

A) a fixed amount of money paid to the site for every time a visitor clicks on the ad. 
B) a fixed amount of money paid to the site for placement of the ad. 
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 percentage the site gets paid for placing the ad. 
E) a fixed discount given to a visitor for clicking on the ad. 
A) a fixed amount of money paid to the site for every time a visitor clicks on the ad. 
B) a fixed amount of money paid to the site for placement of the ad. 
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 percentage the site gets paid for placing the ad. 
E) a fixed discount given to a visitor for clicking on the ad.

Question 5

A single social media site with millions of users interacting with each other,like Facebook,Twitter,LinkedIn,and 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 6

All of the following are social media performance measures EXCEPT:

Accepted Answer

A) clickstream rate. 
B) unique visitors. 
C) cost per action. 
D) users/members. 
E) click-through rate. 
A) clickstream rate. 
B) unique visitors. 
C) cost per action. 
D) users/members. 
E) click-through rate.

Question 7

__________ users simply snap a photo,choose a specialized filter to alter the look and feel of the image,and share the image with family and friends.

Accepted Answer

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

Question 8

__________ is a content sharing network where members "affix" images,videos,and more to "boards" they create,which are categorized into different themes.

Accepted Answer

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

Question 9

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 social networking sites. 
E) UGC is limited to text-only,140 character maximum,postings due to the limited bandwidth 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 social networking sites. 
E) UGC is limited to text-only,140 character maximum,postings due to the limited bandwidth of Internet service providers.

Question 10

Pinterest is:

Accepted Answer

A) a video-sharing website in which users can upload,view,and comment on videos. 
B) a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized,themed "boards" to categorize their images and then sharing them with other members of the community. 
C) a website where users create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them. 
D) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 
E) a website that enables users to send and receive messages up to 140 characters long. 
A) a video-sharing website in which users can upload,view,and comment on videos. 
B) a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized,themed "boards" to categorize their images and then sharing them with other members of the community. 
C) a website where users create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them. 
D) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 
E) a website that enables users to send and receive messages up to 140 characters long.

Question 11

Based on the social media identified in Figure 19-1 above,virtual social worlds have a __________ degree of media richness and self-disclosure.

Accepted Answer

A) high 
B) medium 
C) low 
D) average 
E) non-existent 
A) high 
B) medium 
C) low 
D) average 
E) non-existent

Question 12

All of the following are typical marketing actions a brand manager can take in the convergence of the real and digital worlds EXCEPT:

Accepted Answer

A) showing ads,product prices,and locations. 
B) offering digital coupons and discounts for location check-ins and loyalty programs. 
C) using bar codes,QR codes,and RFID scans to inform customers and take orders. 
D) using far field communications to scan faces that enable marketers to tailor digital messages to customers' smartphones. 
E) qualifying leads and target online ads using personal data and "likes" from social media users and unique visitors. 
A) showing ads,product prices,and locations. 
B) offering digital coupons and discounts for location check-ins and loyalty programs. 
C) using bar codes,QR codes,and RFID scans to inform customers and take orders. 
D) using far field communications to scan faces that enable marketers to tailor digital messages to customers' smartphones. 
E) qualifying leads and target online ads using personal data and "likes" from social media users and unique visitors.

Question 13

All of the following statements about YouTube are true EXCEPT:

Accepted Answer

A) registered users can upload an unlimited number of videos. 
B) every minute 100 hours of video is uploaded to the site. 
C) many companies now offer video content through organized channels. 
D) many users were dismayed that YouTube recently redesigned its home page. 
E) most of the content is uploaded by musicians like OK Go and Rebecca Black. 
A) registered users can upload an unlimited number of videos. 
B) every minute 100 hours of video is uploaded to the site. 
C) many companies now offer video content through organized channels. 
D) many users were dismayed that YouTube recently redesigned its home page. 
E) most of the content is uploaded by musicians like OK Go and Rebecca Black.

Question 14

The GREATEST concern consumers may have regarding the convergence of the real and digital worlds is

Accepted Answer

A) the elimination of traditional media;all media will become digital. 
B) an decreased emphasis on measuring the marketing return on investment for social media initiatives. 
C) the interference with personal privacy as personal data gets shared within and across social media. 
D) the proliferation of ads and sponsored stories on social networking sites that reduce click-through rates. 
E) the absence of digital cash to complete the near field communication transaction process. 
A) the elimination of traditional media;all media will become digital. 
B) an decreased emphasis on measuring the marketing return on investment for social media initiatives. 
C) the interference with personal privacy as personal data gets shared within and across social media. 
D) the proliferation of ads and sponsored stories on social networking sites that reduce click-through rates. 
E) the absence of digital cash to complete the near field communication transaction process.

Question 15

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as __________,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as __________.

Accepted Answer

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

Question 16

Based on the social media identified in Figure 19-1 above,Second Life has a __________ degree of self-disclosure than World of Warcraft.

Accepted Answer

A) more unique 
B) lower 
C) equal 
D) higher 
E) more elaborate 
A) more unique 
B) lower 
C) equal 
D) higher 
E) more elaborate

Question 17

Performance measures for social media are divided into two types: __________ and __________.

Accepted Answer

A) number of photos uploaded;number of characters typed (comments,tweets,etc. ) 
B) purchases made online;purchases made in a store as a result of a link from a social media website 
C) traditional media costs;social media costs 
D) number of "Views" of a YouTube video;number of "Likes" on Facebook 
E) those linked to inputs or costs;those tied to the outputs or revenues 
A) number of photos uploaded;number of characters typed (comments,tweets,etc. ) 
B) purchases made online;purchases made in a store as a result of a link from a social media website 
C) traditional media costs;social media costs 
D) number of "Views" of a YouTube video;number of "Likes" on Facebook 
E) those linked to inputs or costs;those tied to the outputs or revenues

Question 18

The social media website open to anyone age 13 and over where users may create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them,is known as

Accepted Answer

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

Question 19

When Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________,as visuals,graphics,and animations were the major draw for World of Warcraft users.

Accepted Answer

A) media richness 
B) self-disclosure 
C) "twitterness" 
D) product placement 
E) "wikiness" 
A) media richness 
B) self-disclosure 
C) "twitterness" 
D) product placement 
E) "wikiness"

Question 20

What are the three guidelines to engage fans on Facebook?

Accepted Answer

According to recent research,first focus

Exam 19: Using Social Media to Connect With Consumers

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

A wiki is a

Recently,Facebook made all of the following changes to its site to improve the user experience EXCEPT:

Cost per action refers to

A single social media site with millions of users interacting with each other,like Facebook,Twitter,LinkedIn,and YouTube,is referred to as a(n)

All of the following are social media performance measures EXCEPT:

__________ users simply snap a photo,choose a specialized filter to alter the look and feel of the image,and share the image with family and friends.

__________ is a content sharing network where members "affix" images,videos,and more to "boards" they create,which are categorized into different themes.

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

Pinterest is:

Based on the social media identified in Figure 19-1 above,virtual social worlds have a __________ degree of media richness and self-disclosure.

All of the following are typical marketing actions a brand manager can take in the convergence of the real and digital worlds EXCEPT:

All of the following statements about YouTube are true EXCEPT:

The GREATEST concern consumers may have regarding the convergence of the real and digital worlds is

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as __________,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as __________.

Based on the social media identified in Figure 19-1 above,Second Life has a __________ degree of self-disclosure than World of Warcraft.

Performance measures for social media are divided into two types: __________ and __________.

The social media website open to anyone age 13 and over where users may create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them,is known as

When Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________,as visuals,graphics,and animations were the major draw for World of Warcraft users.

What are the three guidelines to engage fans on Facebook?

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

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as ,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as .

Performance measures for social media are divided into two types: and .