Question 1

According to Figure 19-4 above,which social network was closest to Facebook terms of unique U.S.visitors as of mid-2013?

Accepted Answer

A) LinkedIn 
B) YouTube 
C) Twitter 
D) Angry Birds 
E) Plants vs.Zombies 
A) LinkedIn 
B) YouTube 
C) Twitter 
D) Angry Birds 
E) Plants vs.Zombies

Question 2

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Accepted Answer

A) fan follow-through percentage. 
B) click-through rate. 
C) pass-through rate. 
D) recipient rate. 
E) website click rate. 
A) fan follow-through percentage. 
B) click-through rate. 
C) pass-through rate. 
D) recipient rate. 
E) website click rate.

Question 3

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

Accepted Answer

A) net platforms 
B) Web 3.0 
C) user generated content 
D) Web 2.0 
E) peer-to-peer networking 
A) net platforms 
B) Web 3.0 
C) user generated content 
D) Web 2.0 
E) peer-to-peer networking

Question 4

Smart systems are

Accepted Answer

A) computer-based networks that trigger actions by sensing changes in the real or digital world. 
B) highly organized social media campaigns that use avatars to promote a brand. 
C) social networking sites that allow for people to keep in touch with photos,videos,and short-text entries. 
D) financially successful social networking sites. 
E) programs that provide measures of an ad's success on social networking sites. 
A) computer-based networks that trigger actions by sensing changes in the real or digital world. 
B) highly organized social media campaigns that use avatars to promote a brand. 
C) social networking sites that allow for people to keep in touch with photos,videos,and short-text entries. 
D) financially successful social networking sites. 
E) programs that provide measures of an ad's success on social networking sites.

Question 5

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

Accepted Answer

A) 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 with transparency and an approachable tone 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) 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 with transparency and an approachable tone 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 6

In terms of performance measures,fans are

Accepted Answer

A) the total number of unique visitors to a Facebook Page in a given time period. 
B) the number of people who have opted in to a brand's messages through a social media platform at a given time. 
C) the percentage of people who have clicked on a link on the Page to visit a specific site. 
D) the number of people who interact with a Post ("Like," make a comment,and so on)divided by the total number of people seeing the Post. 
E) the brand's share or percentage of all the online social media chatter related to its product category or a topic. 
A) the total number of unique visitors to a Facebook Page in a given time period. 
B) the number of people who have opted in to a brand's messages through a social media platform at a given time. 
C) the percentage of people who have clicked on a link on the Page to visit a specific site. 
D) the number of people who interact with a Post ("Like," make a comment,and so on)divided by the total number of people seeing the Post. 
E) the brand's share or percentage of all the online social media chatter related to its product category or a topic.

Question 7

A feature-rich,micro-blogging platform that allows users to share text,photos,music,links,videos,and more is

Accepted Answer

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

Question 8

In 2012,Facebook acquired

Accepted Answer

A) Twitter. 
B) Pinterest. 
C) Vimeo. 
D) Snapchat. 
E) Instagram. 
A) Twitter. 
B) Pinterest. 
C) Vimeo. 
D) Snapchat. 
E) Instagram.

Question 9

A blog is a

Accepted Answer

A) business-oriented website that lets users create profiles for professional networking. 
B) unique type of Internet browser where search results are personalized for each user. 
C) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
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) business-oriented website that lets users create profiles for professional networking. 
B) unique type of Internet browser where search results are personalized for each user. 
C) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
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 10

Based on the social media identified in Figure 19-1 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 11

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)create a branded channel rich in key words to improve the odds of the video showing up in user searches;and (3)__________.

Accepted Answer

A) use an expert to inform the audience about product features and benefits 
B) tie the product to a current political or news event 
C) 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 
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) tie the product to a current political or news event 
C) 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 
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 12

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use it to

Accepted Answer

A) create ads that will appear in a specified,strategic position on every page when users log into their profiles. 
B) create and send an e-mail message to every registered Facebook user. 
C) create video ads with a funny,engaging,character spokesperson for the brand that will capture users' attention and "go viral." 
D) create ads that incorporate controversial topics like religion and politics to get Facebook users to "Like" their Page. 
E) create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team. 
A) create ads that will appear in a specified,strategic position on every page when users log into their profiles. 
B) create and send an e-mail message to every registered Facebook user. 
C) create video ads with a funny,engaging,character spokesperson for the brand that will capture users' attention and "go viral." 
D) create ads that incorporate controversial topics like religion and politics to get Facebook users to "Like" their Page. 
E) create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.

Question 13

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-1 in every 7 people on the planet use this site. 
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-1 in every 7 people on the planet use this site. 
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 14

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

Accepted Answer

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

Question 15

Marketers can use one of two strategies: the first strategy uses Facebook Pages and YouTube Channels,and the second strategy uses ads in newspapers,magazines,and on TV.The difference between these two types of marketing strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.

Accepted Answer

A) "passive receivers";"active receivers" 
B) an older demographic;a younger demographic 
C) wealthy;disadvantaged 
D) "active receivers";"passive receivers" 
E) "evangelists";"brand ambassadors" 
A) "passive receivers";"active receivers" 
B) an older demographic;a younger demographic 
C) wealthy;disadvantaged 
D) "active receivers";"passive receivers" 
E) "evangelists";"brand ambassadors"

Question 16

According to the textbook,which "app" has begun to extend its product like cycle by deciding to enter the "entertainment business" instead of reaming in the "video game business?"

Accepted Answer

A) Pandora 
B) Pinterest 
C) Angry Birds 
D) Draw Something 
E) Temple Run 
A) Pandora 
B) Pinterest 
C) Angry Birds 
D) Draw Something 
E) Temple Run

Question 17

Social Network Image (B)above shows the __________ web page for Dr.Steven Hartley,which allows him to network with other marketing professionals.

Accepted Answer

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

Question 18

A publicly accessible personal journal and online forum for an individual or organization is a __________,whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.

Accepted Answer

A) Internet browser;blog 
B) wiki;blog 
C) blog;wiki 
D) Facebook;Twitter 
E) Twitter Page;Facebook Page 
A) Internet browser;blog 
B) wiki;blog 
C) blog;wiki 
D) Facebook;Twitter 
E) Twitter Page;Facebook Page

Question 19

The website that enables users to send and receive messages up to 140 characters long is

Accepted Answer

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

Question 20

The Greenpeace campaign against Nestlé using social media was effective because

Accepted Answer

A) Greenpeace quickly agreed that Nestlé appeared to be acting in a socially responsible manner with a commitment to global sustainability. 
B) by using social media instead of traditional media,Greenpeace was saving indigenous jobs. 
C) Greenpeace effectively used a variety of media,both traditional and social,for its "shock campaign." 
D) the attention Greenpeace garnered helped to promote the sales of Nestlé's Kit Kat candy bars. 
E) Nestlé immediately apologized and pledged to end its use of unsustainable palm oil. 
A) Greenpeace quickly agreed that Nestlé appeared to be acting in a socially responsible manner with a commitment to global sustainability. 
B) by using social media instead of traditional media,Greenpeace was saving indigenous jobs. 
C) Greenpeace effectively used a variety of media,both traditional and social,for its "shock campaign." 
D) the attention Greenpeace garnered helped to promote the sales of Nestlé's Kit Kat candy bars. 
E) Nestlé immediately apologized and pledged to end its use of unsustainable palm oil.

Exam 19: Using Social Media to Connect With Consumers

According to Figure 19-4 above,which social network was closest to Facebook terms of unique U.S.visitors as of mid-2013?

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

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

Smart systems are

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

In terms of performance measures,fans are

A feature-rich,micro-blogging platform that allows users to share text,photos,music,links,videos,and more is

In 2012,Facebook acquired

A blog is a

Based on the social media identified in Figure 19-1 above,LinkedIn is

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use it to

Which of the following statements about Facebook is MOST ACCURATE?

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

According to the textbook,which "app" has begun to extend its product like cycle by deciding to enter the "entertainment business" instead of reaming in the "video game business?"

Social Network Image (B)above shows the __________ web page for Dr.Steven Hartley,which allows him to network with other marketing professionals.

A publicly accessible personal journal and online forum for an individual or organization is a __________,whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.

The website that enables users to send and receive messages up to 140 characters long is

The Greenpeace campaign against Nestlé using social media was effective because

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

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

A publicly accessible personal journal and online forum for an individual or organization is a ,whereas a website whose online content is created and edited by the ongoing collaboration of end users is a .