Deck 20: Using Social Media and Mobile Marketing to Connect With Consumers

Question 1

A wiki is a

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

Answer 1

D

Question 2

What is the term that is used to describe all the ways people can use "social media?"

A)Web 3.0
B)user platforms
C)net platforms
D)user-generated content

Answer 2

D

Question 3

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

A)new slang terms to create more effective advertisements.
B)recruiting prospective employees.
C)customer complaints and suggestions.
D)technological advancements that can be used to promote their brands.

Answer 3

C

Question 4

Web 2.0 is a term that describes

A)the decreased interactivity of user-generated content.
B)the highly interactive web content created by users.
C)a technical update of the World Wide Web.
D)the second generation of Internet browsers.

Question 5

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 _.

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

Question 6

What is one way in which the Internet has changed and brought about the term "Web 2.0?"

A)The ability to access the Internet from smartphones brought on a cultural revolution in how users view the Internet.
B)Faster routers allowed for quicker, more efficient Internet service.
C)Web 2.0 is the most-used Internet browser, launched in 2004.
D)Internet content can now be continuously modified by all users in a participatory fashion.

Question 7

Which aspect has changed more in the last five years than any other part of business?

A)human resources
B)finance
C)marketing
D)accounting

Question 8

A website whose content is created and edited by the ongoing collaboration of end users is known as a

A)wiki.
B)Facebook page.
C)blog.
D)Net platform.

Question 9

A blog is ________, whereas a wiki is _.

A)a log of an individual's Internet activity; an Internet activity updated by the user
B)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
C)a website for companies to gather customer insights; an academic tool to post grades and projects
D)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 an individual or organization

Question 10

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

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

Question 11

A blog is a:

A)website where users create a personal profile, add "friends," and exchange messages and photos with them.
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)web page that serves as a publicly accessible personal journal and online forum for an individual or organization.

Question 12

Which two aspects of marketing will make mobile phones the ultimate marketing machine?

A)Social media and mobile marketing
B)Internet and online marketing
C)Online and mobile marketing
D)Social media and online marketing

Question 13

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

A)Web 3.0
B)net platforms
C)Web 2.0
D)Web functionalities

Question 14

Popular smartphone apps like Facebook, Google Search, YouTube, Google Play, Google Maps, Gmail, Facebook Messenger, and Google+, as well as other mobile experiences have attracted more than in annual advertising revenue.

A)$2 billion
B)$100 million
C)$750 million
D)$1 billion

Question 15

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)net platform.
B)Facebook page.
C)blog.
D)wiki.

Question 16

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

A)All college students use Web 2.0.
B)The ability to access the Internet from smartphones brought on a cultural revolution when the majority of college students began to use them.
C)Web 2.0 involves online media where users submit comments, photos, and videos as well as have genuine online conversation among multiple users.
D)Greater bandwidth allows for faster media downloads from the Internet.

Question 17

The future of mobile marketing will focus on the ability to interact with

A)retail Wi-Fi and loyalty cards.
B)a world of connected wearables.
C)a world of connected devices.
D)social media apps.

Question 18

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

A)monitor e-mail for customer complaints and respond promptly with a 50 percent discount coupon
B)hold a cooking contest to generate new recipes using Betty Crocker products
C)produce commercials incorporating images of Betty Crocker cooking with Julia Child
D)create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products

Question 19

"Epicurious" is a website where recipes are posted by the site owner and individual cooks. Using a "four-fork" rating system, users rate and comment on these recipes for ease or difficulty in preparation, the taste of the finished dish, and whether or not they would use the recipe again. What type of social media website is "Epicurious?"

A)a wiki
B)Web 2.0
C)a blog
D)a Facebook page

Question 20

Web 2.0 is a term that describes

A)the decreased degree of interactivity among users.
B)the increased functionality of the World Wide Web that increased the interactivity among users.
C)a technical update of the World Wide Web.
D)the first Internet browser.

Question 21

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

A)wikis.
B)blogs.
C)online advertisements.
D)user-generated content (UGC).

Question 22

User-generated content refers to

A)Web 3.0, a new use of the Web.
B)another term for social media.
C)the content posted by only one user on his or her private blog.
D)the content created by one user on his or her smartphone.

Question 23

In classifying social media, self-disclosure is

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

Question 24

Online content that is published on a publicly accessible website or social networking site is a criterion of

A)blogs.
B)social networks.
C)wikis.
D)user-generated content (UGC).

Question 25

Social networks are

A)specific social media like Facebook or YouTube.
B)Internet browsers.
C)the replacement for e-mail to send private messages.
D)gaming websites.

Question 26

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
________.

A)social degree; emotional value
B)emotional value; social degree
C)media richness; self-disclosure
D)self-disclosure; media richness

Question 27

Online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics-are referred to as

A)gaming websites.
B)electronic media.
C)Facebook.
D)social media.

Question 28

A single social media site like Facebook or YouTube is referred to as a

A)gaming website.
B)electronic media.
C)social network.
D)social media.

Question 29

As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site

A)increases.
B)can be manipulated.
C)is not affected.
D)decreases.

Question 30

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

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

Question 31

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

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

Question 32

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

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 shows a significant degree of creative effort.
D)UGC is consumer-generated by an individual outside of a professional organization.

Question 33

Online content that shows a significant degree of creative effort and thus, is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of

A)user-generated content (UGC).
B)online advertisements.
C)blogs.
D)wikis.

Question 34

In comparison between face-to-face communications and telephone or e-mail communications, face-to-face has a level of media richness.

A)equal
B)higher
C)lower
D)more updated

Question 35

Social media are

A)online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics.
B)any type of medium in which large groups of people read content generated by a business, government, or corporation.
C)only media that allow face-to-face communication.
D)online games.

Question 36

In classifying social media, media richness is ________.
, whereas self-disclosure is

A)the degree of acoustic, visual, and personal contact between two communication partners; the degree to which a person's thoughts, feelings, likes, and dislikes are made public
B)a visual measure; an emotional measure
C)the quality of the graphics and video on a website; the online conduct that leads to an unfavourable impression
D)the degree to which a person's thoughts, feelings, likes, and dislikes are made public; the degree of acoustic, visual, and personal contact between two communication partners

Question 37

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

A)UGC must show a sequential journey through posts made by a user.
B)UGC is published on a publicly accessible website or a social networking site.
C)UGC is not found on a social networking site.
D)UGC is intended for commercial profit.

Question 38

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

A)undermine
B)decrease
C)increase
D)not affect

Question 39

Social networks can be classified based on both ________ and _.

A)web browsers; apps
B)textual; visual
C)media richness; self-disclosure
D)user-generated content (UGC); organization-sponsored content (OSC)

Question 40

The various forms of online media content that are publicly available and created by end users are referred to as

A)Facebook pages.
B)user-generated content (UGC).
C)wikis.
D)net platforms.

Question 41

In what way are traditional and social media similar?

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

Question 42

Whereas traditional media build credibility through "experts" being "influencers" in a particular field, with social media a sender often simply begins to participate in the ________, hoping that the quality of the message will establish credibility with the receivers.

A)"digital thread"
B)"conversation"
C)"amateur discussion"
D)"discussion pool"

Question 43

Reference: 20-02
Figure 20-1

Based on the social media identified in Figure 20-1, The Sims has a(n)________ degree of self-disclosure than Call of Duty.

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

Question 44

Which of the following statements is true about Facebook?

A)Facebook's official smartphone app uses location-based technology so users can "check-in" to local businesses to receive targeted promotional offers.
B)Facebook has remained a "closed system," which means outside search engines such as Google or Bing cannot catalogue information about a particular brand or topic.
C)Facebook is the social media website where users upload more videos to its site than any other site.
D)Facebook is second to Twitter in the number of registered users.

Question 45

All of the following are differences between social and traditional media EXCEPT:

A)the credibility of the media.
B)the ability to reach a mass or specialized market segment.
C)the permanence of the media.
D)the number of people and skills required to produce and train personnel to produce the media.

Question 46

Reference: 20-02
Figure 20-1

Based on the social media identified in Figure 20-1, a social media site that has elaborate visuals, graphics, and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?

A)lower right
B)upper left
C)lower center
D)upper right

Question 47

All of the following are the four more widely social media networks discussed in the text EXCEPT:

A)YouTube.
B)Twitter.
C)Groupon.
D)Facebook.

Question 48

Why is LinkedIn a good place for companies such as Citigroup, Microsoft, Chevron, HP, and Volkswagen to advertise career opportunities?

A)High degree of self-disclosure
B)High degree of media richness
C)Low degree of media richness
D)Low degree of self-disclosure

Question 49

The social media website open to anyone age 13 and over, where users keep family and friends up to date on what they are thinking, doing, and feeling; chat with friends; and create and join common-interest groups organized by workplace, high school, college, and Pages is

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

Question 50

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

A)traditional media include Facebook and Twitter.
B)production of traditional media requires specialized skills and a team of people.
C)social media is relatively expensive to produce.
D)social media only reaches niche audiences.

Question 51

Which of the following statements about Facebook is MOST accurate?

A)Facebook has a global presence and is accessible in over 70 languages.
B)Facebook has almost 80 million active users.
C)Facebook lets people keep in touch through long text entries similar to e-mail.
D)Facebook is the third most-used social network.

Question 52

Reference: 20-02
Figure 20-1

Based on the social media identified in Figure 20-1, the social media site rated highest in media richness and lowest in self-disclosure is

A)Facebook.
B)World of Warcraft.
C)Second Life.
D)Xbox Live.

Question 53

Facebook is

A)a video-sharing website in which users can upload, distribute, view, and comment on videos.
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 website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.

Question 54

Reference: 20-02
Figure 20-1

Based on the social media identified in Figure 20-1, LinkedIn is

A)high in self-disclosure and high in media richness.
B)low in self-disclosure and medium in media richness.
C)high in self-disclosure and medium in media richness.
D)medium in self-disclosure and low in media richness.

Question 55

Reference: 20-02
Figure 20-1

Based on the social media identified in Figure 20-1, blogs are

A)highly interactive websites.
B)low in self-disclosure but high in media richness.
C)high in self-disclosure but low in media richness.
D)websites that are low in self-disclosure.

Question 56

Reference: 20-02
Figure 20-1

Based on the social media identified in Figure 20-1, YouTube is seen as

A)low in self-disclosure and low in media richness.
B)medium 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.

Question 57

Brand managers use both traditional and social media to promote and advertise their products; traditional media ________, while social media _.

A)are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete
B)take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual
C)are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them
D)are cheaper; are more creative

Question 58

Brand managers can use all of the following to measure their Facebook advertising strategy except:

A)Clicks to Website.
B)App Install to encourage and track company app downloads.
C)Posts.
D)Page Likes.

Question 59

Reference: 20-02
Figure 20-1

Based on the social media identified in Figure 20-1, the social media site rated highest in self-disclosure but lowest in media richness is

A)WordPress.
B)Wikipedia.
C)Facebook.
D)Tumblr.

Question 60

Reference: 20-02
Figure 20-1

Based on the social media identified in Figure 20-1, Wikipedia has a(n)________ degree of self-disclosure.

A)high
B)medium
C)average
D)low

Question 61

Facebook consistently addresses issues related to user privacy because users post personal information to their Facebook accounts and

A)have a right to know if Facebook changes the way their personal information is released.
B)"by default" have their privacy settings changed by Facebook employees.
C)Facebook makes them "opt-out" of privacy setting changes.
D)use search engines such as Google and Bing.

Question 62

As a consultant to a soap company's brand manager, which social media marketing strategy would you NOT recommend to your client to build the customer base?

A)Hire celebrities to tweet about using their product.
B)Product placement in a Sim's Game.
C)Use tweets to drive traffic to the brand's website.
D)Run concurrent specials on multiple social media platforms such as Facebook and Twitter.

Question 63

The business-oriented website that lets users post their profiles and connect to a network for business people is

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

Question 64

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

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

Question 65

According to the statistics covered in the text, approximately of Canadians are on Twitter.

A)1/4
B)1/5
C)1/10
D)1/3

Question 66

Aside from an individual Facebook Page for a brand, what is the other mode of advertising on Facebook?

A)Messages are sent to the "inbox" on a user's profile page.
B)They are integrated into the "newsfeed" on a Facebook user's home page.
C)Pop-up ads appear after a user logs in.
D)Ads appear on the right-hand side of a user's profile page.

Question 67

What is a reason users have "unliked" a brand's Facebook Page?

A)The brand ceases to be popular and users move on to a new brand's Facebook Page.
B)Users want to protest the presence of advertisements on Facebook.
C)The brand posts too frequently on trivial or controversial topics.
D)Users tire of not being able to contribute to the conversation.

Question 68

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

A)using keyword search monitoring from services such as TweetDeck or HootSuite.
B)recognizing that posts are too brief to allow for a substantive mention of their brand.
C)creating their own Twitter account and seeing what "followers" say on Facebook.
D)having employees perform spot-checks on posts.

Question 69

In thinking about starting an ad campaign on Facebook, the brand manager considers

A)that each user who visits a Facebook Page will see the same advertisement.
B)letting users specify ad positioning and placement on the Facebook Page.
C)whether the ad has a balance of text, audio, and video when it is placed on users' Facebook Pages.
D)tracking new sales produced by the ad by linking it to a coupon code, product, or promotional offer.

Question 70

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

A)create and send an e-mail message to every registered Facebook user.
B)create ads that will appear in a specified, strategic position on every page when users log into their profiles.
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.

Question 71

Twitter is a good method of sharing brand information for all of the following reasons except:

A)Short message length.
B)Ability to explain detailed product information.
C)Convenience on a smartphone.
D)Ease of posting and receiving tweets.

Question 72

The marketing challenge for the brand manager using a Facebook Page is to post and create content that will generate the best response. This goal can be accomplished by all of the following, except:

A)leveraging existing media assets for the brand.
B)updating content at random.
C)using familiar imagery and messaging, but adding a twist.
D)engaging users and letting them guide site content.

Question 73

Brand managers can use Twitter strategically to accomplish all of the following, except:

A)ignore user criticisms to develop happier customers.
B)tweet on topics that provide information of value to their customers.
C)follow Twitter profiles that mention their products.
D)generate brand buzz by developing an official Twitter profile.

Question 74

Facebook is changing due to mobile marketing and connecting people through apps. All of the following are examples of new features except:

A)Meal Planning with What's for Dinner app.
B)Enhancements for instant messaging with Messenger app.
C)Photo-sharing and facial recognition with Moments app.
D)Faster news publishing with Instant Articles feature.

Question 75

Twitter is

A)a website that enables users to send and receive short messages up to 140 characters long.
B)a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
C)a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
D)a video-sharing website in which users can upload, distribute, view, and comment on videos.

Question 76

If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to use Twitter?

A)Defend your brand aggressively on your Twitter account for happier customers.
B)Create an account and tweet several times a day for a few weeks before releasing the product.
C)Monitor other Twitter accounts for negative mentions of your brand.
D)Create an account and generate followers through posting photos of the new product.

Question 77

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

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

Question 78

Twitter is most effective at:

A)B2B conversations.
B)referral traffic.
C)news feed placement.
D)brand exposure.

Question 79

LinkedIn is

A)a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
B)a website that enables users to send and receive short messages up to 140 characters long.
C)a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
D)a video-sharing website in which users can upload, distribute, view, and comment on videos.

Question 80

A downfall to Twitter is that users can feel , as they need to check messages at odd hours, and have higher mobile phone bills.

A)"addicted" to Twitter
B)"too connected"
C)"easily bored" by the repetitive messages
D)"their privacy has been 'violated'"