Exam 19: Using Social Media to Connect With Consumers

A favorable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ one's influence on those reached.

Brand managers find out what people are saying about their brand on Twitter by

If a brand manager wanted to use LinkedIn to promote his/her brand,the best way would be to

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

According to Figure 19-4 above,the correct rank order of social network sites from MOST TO LEAST POPULAR as measured by the number of users as of mid-2013 is

According to Figure 19-5 above,"C" is the performance measure described by the accompanying quote "I will pay $5.00 for every purchase that originates from an ad on your site" under the Cost to Advertisers heading.

If a brand manager for Honda creates an offbeat and funny video featuring its latest model,the best social networking site to publish the video for marketing purposes would be __________.

The three guidelines on marketing and promoting a brand using YouTube include: (1)__________; (2)create a branded channel rich in key words to improve the odds of the video showing up in user searches;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.

Describe the communications process of both traditional media and social media.

Users or members to social networking websites are

The convergence of real and digital worlds is the result of

In terms of performance measures important to marketing managers,unique visitors are

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

The click-through rate is

What is one way in which "Web 2.0" media are different from traditional media?

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

An example of the ideal performance measure for social media advertising is one that __________.

LinkedIn is

Based on the social media identified in Figure 19-1 above,the social media site rated HIGHEST in media richness is