Deck 17: Using Social Media and Mobile Marketing to Connect With Consumers

Question 1

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) online advertisements.
B) blogs.
C) user-generated content.
D) wikis.
E) Web 3.0.

Answer 1

C

Question 2

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

A) UGC is published where it is accessible to the public.
B) UGC must show a sequential journey through posts made by a user.
C) UGC is intended for commercial profit.
D) UGC includes personal emails.
E) UGC is limited to text-only, 280 character maximum posts due to technical restrictions.

Answer 2

A

Question 3

User-generated content (UGC) refers to

A) content found on a "personal profile" page.
B) content found only on blogs and wikis.
C) content that is created with the intention of achieving commercial profit.
D) content found on forms of online media that are privately owned and operated by a single user.
E) the various forms of online media content that are publicly available and created by end users.

Answer 3

E

Question 4

Social media can be classified based on ________ and ________.

A) web browsers; apps
B) user-generated content (UGC); marketer-generated content (MGC)
C) blogs; wikis
D) textual complexity; visual depth
E) media richness; self-disclosure

Question 5

Although marketers use the term "mobile" to refer to the portability of phones, the term will soon take on new meaning as ________ make change an entire industry of people on the go.

A) laptops
B) text messages
C) social media campaigns
D) wearable technologies
E) connected cars

Question 6

Online content created by an individual outside of a professional or commercial organization is a criterion of

A) online advertisements.
B) user-generated content.
C) blogs.
D) wikis.
E) YouTube.

Question 7

User-generated content

A) is the content posted by only one user on his or her private blog.
B) is Web 3.0, the next update of the Web.
C) is the content created by one user using his or her smartphone.
D) can include video, blogs, discussion forum posts, digital images, and audio files.
E) is a formal term for viral marketing.

Question 8

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

A) a social network.
B) a gaming website.
C) an electronic medium.
D) a social medium.
E) a feedback medium.

Question 9

All of the following statements about user-generated content (UGC) are true except which?

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

Question 10

Web 2.0 and Web 3.0 identify

A) the functionalities of the Web that make possible the high degree of interactivity among users.
B) technical updates of the World Wide Web from Web 1.0.
C) the second and third generations of Internet browsers.
D) the increased degree of anonymity among users that continues to be improved.
E) the final published form of marketer-generated content in consumer and business markets, respectively.

Question 11

Social networks are

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

Question 12

A criterion of ________ is that it is online content published on a publicly accessible website or social networking site.

A) social networks
B) user-generated content
C) blogs
D) wikis
E) YouTube

Question 13

Updates to social media known as ________ include additional functionalities that allow personalization and customization to each individual based on location, interests, and needs.

A) net platforms
B) Web 3.0
C) digital dataworks
D) user platforms
E) peer-to-peer networking

Question 14

Web 3.0 is expected to integrate

A) a more reliable and private Internet browser.
B) search algorithms tied to facial recognition and emotional states.
C) faster routers that allow for quicker, more efficient Internet service.
D) Cloud computing, big data, and the Internet of Things.
E) a technical interface with the Internet that allows access with hand gestures.

Question 15

Social media are

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

Question 16

Another term sometimes used interchangeably with social media is

A) net platforms.
B) WebRedux.
C) user platforms.
D) Web 2.0.
E) peer-to-peer networking.

Question 17

Messaging apps such as WhatsApp, Talk, Facebook Messenger, WeChat, and Slack allow consumers to chat with company representatives, ask questions, and obtain personalized recommendations. These messaging options, when combined with Internet bots, are becoming a new form of shopping known as

A) shop chat.
B) conversational commerce.
C) social media marketing.
D) purchase technologies.
E) connected purchasing.

Question 18

Online media where users submit comments, photos, and videos often accompanied by a feedback process to identify popular topics are called

A) rich media.
B) Internet channels.
C) avatar channels.
D) social media.
E) feedback loops.

Question 19

Compared with earlier forms of the Web, Web 2.0

A) includes functionalities that permit people to collaborate and share information online.
B) includes multiple technical updates and formalized rules.
C) utilizes greater bandwidth that allows for faster media downloads from the Internet.
D) incorporates new functionalities that are customized to each individual.
E) uses a technical interface that is more user-friendly.

Question 20

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

A) user-generated content.
B) wikis.
C) net platforms.
D) Facebook pages.
E) social media.

Question 21

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

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

Question 22

In classifying social media, self-disclosure is

A) the degree to which a person's thoughts, feelings, likes, and dislikes are shared when engaged in a social interaction.
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 email communications contribute to one's online profile.
E) behavior that leads to an unfavorable impression by other online users.

Question 23

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

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

Question 24

Which social network has found a niche in helping small business networks reach potential customers, as well as filling its traditional role of connecting job seekers and jobs?

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

Question 25

In social interactions, 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.

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

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) 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 27

Each of the following are the four widely used social networks discussed in the textbook based on their impact to both consumers and organizations except which?

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

Question 28

The practice of focusing on the identification and recruitment of individuals to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers is referred to as

A) behavioral targeting.
B) showrooming.
C) viral marketing.
D) customerization.
E) influencer marketing.

Question 29

Facebook continues to enhance its capabilities; it recently acquired

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

Question 30

Figure 17-1
One dimension, ________, is used to classify social media and is shown in Figure 17-1 above on the -axis, ranging from "words" to "animation."

A) user-generated content
B) technical skill
C) self-disclosure
D) media richness
E) channel

Question 31

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

Question 32

Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But with social media, credibility can be established by

A) linking electronically to experts in traditional media.
B) simply participating in the conversation with a quality message.
C) providing controversial material for discussion, often from opposing viewpoints.
D) providing links to all social media within your email or other profiles.
E) using citations from online sources like Wikipedia.

Question 33

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) decreases.
B) is not affected.
C) can be more easily manipulated.
D) increases.
E) can't be determined as exactly.

Question 34

Figure 17-1
One dimension, ________, is used to classify social media and is shown in Figure 17-1 above on the -axis, ranging from "impersonal" to "very personal."

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

Question 35

All of the following are differences between social and traditional media except which?

A) the training and skills required to produce the media
B) the permanence of the media
C) the formation of credibility within the media
D) the ability to reach a mass or specialized market segment
E) the time to delivery of the media

Question 36

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

A) 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
B) 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
C) the quality of the graphics and video on a website; the online conduct that leads to an unfavorable impression
D) a visual measure; an emotional measure
E) the extent to which a user personalizes his/her profile page; adding contact information (telephone, address, and email) on one's Facebook Page

Question 37

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) production of traditional media often requires specialized skills and a team of people.
B) social media are rejected by older and less affluent target markets.
C) social media usually involves an extensive time lag.
D) social media are relatively expensive to produce.
E) the content of social media cannot be altered after publication.

Question 38

Media richness is ________ in face-to-face communication than in telephone or email communications.

A) more biased
B) lower
C) higher
D) more technological
E) less independent

Question 39

Which of the following is most accurate in describing influencer marketing?

A) There is rarely any type of compensation involved for influencers.
B) Influencer marketing is based on the concept of personal influence as a behavioral concept.
C) Influencer marketing is most effective when used in traditional media.
D) Most influencer marketing has a political purpose.
E) It is limited in scope because businesses have been unable to find suitable influencers for most products.

Question 40

In what way are traditional and social media similar?

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

Question 41

Which of the following statements is true about Facebook?

A) Facebook is second to Twitter in the number of registered users.
B) Facebook is open to users who are at least six years old.
C) Facebook gets more video uploads than any other social media site.
D) Facebook users aged 18 to 29 years old have an average of about 300 friends on the site.
E) Facebook's primary purpose is enabling users to network and connect with others in their profession.

Question 42

A recent study found that a "like" or a "friend" to a brand's Facebook page is worth ________ in terms of product spending, brand loyalty, and "propensity to recommend" the site to others.

A) $17
B) $53
C) $83
D) $145
E) $174

Question 43

Facebook is

A) a website where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive "tweets," messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.

Question 44

What is the primary purpose of LinkedIn?

A) LinkedIn keeps track of business trends and "breaking news."
B) LinkedIn provides a way to integrate all of one's social networks into a single, comprehensive news feed.
C) LinkedIn provides a forum for discussion about the difficulties and stresses of the job market.
D) LinkedIn provides a forum to create a conversation between large companies and their employees.
E) LinkedIn is a platform for professional networking and job searching.

Question 45

Twitter is

A) a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive short messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 46

Recently, Facebook made all of the following changes to its mobile capabilities except which?

A) Facebook created a new feature called Dating with a dedicated inbox and separate profile for users.
B) Facebook introduced the app Virtual, which facilitates the use of virtual and augmented reality for mobile devices.
C) Facebook launched a program known as Custom Audiences to allow marketers to use email marketing with mobile users.
D) Facebook added new privacy protections, including the option to opt out of targeting based on personal profile information.
E) Facebook added Facebook Live to allow users to broadcast up to four hours of live streaming video.

Question 47

Twitter can be a good source of information about a brand or product because of its

A) short message length.
B) photo-sharing capability.
C) ability to display user-generated video content.
D) ownership of CoTweet.
E) ability to post professional profiles.

Question 48

Teenager Carter Wilkerson was awarded free chicken nuggets for a year by Wendy's based on his activity on which of the following social networks?

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

Question 49

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

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

Question 50

Which of the following statements about Facebook is most accurate?

A) Facebook is the third most-used social network.
B) Facebook has a global presence-one in every four people on the planet use this site.
C) Facebook has almost 80 million active users.
D) Facebook's most commonly used tool lets people keep in touch through private, long text entries similar to email.
E) Facebook has a nominal fee to join, depending on country of origin.

Question 51

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

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

Question 52

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

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

Question 53

LinkedIn is

A) a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive short messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 54

Brand managers can strategically use Twitter to do all of the following except which?

A) respond to user criticisms about a brand to develop more satisfied customers
B) generate brand buzz by developing an official Twitter profile
C) tweet and video stream on topics that provide information of value to their consumers
D) use interactive video and live video features to get users engaged with their brands
E) post user profiles for job seekers

Question 55

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 which?

A) updating content regularly to keep it fresh
B) using familiar imagery and messaging, but adding a twist
C) learning users' passions
D) letting users guide content
E) posting Instagram videos on the left side of the Facebook Page

Question 56

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

A) Monitor other Twitter accounts for negative mentions of your brand.
B) Aggressively defend your brand on your Twitter account.
C) Develop an official Twitter profile, recruit followers, and show photos and video of the product.
D) Create an account and tweet about the launch the day before releasing the product.
E) Create content that relies mostly on professional networking and job searching.

Question 57

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

A) having employees perform spot checks on posts.
B) using social media management tools like TweetDeck.
C) creating their own Twitter account and seeing what "followers" say on Facebook.
D) recognizing that posts are too brief to allow for a substantive mention of their brand.
E) employing outside search services such as Google and Bing.

Question 58

To generate traffic to a Facebook page for a brand, which is a mode of advertising on Facebook?

A) Messages can be sent to the inbox on a user's profile page.
B) Pop-up ads can appear after a user logs in.
C) Facebook will place links to other webpages on its home page.
D) Facebook does not allow for any other forms of advertising.
E) Paid ads and sponsored stories can appear on a user's profile page.

Question 59

The website that enables users to send and receive messages up to 280 characters long is

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

Question 60

To engage fans on Facebook, a good strategy is for a brand manager to use it to

A) create ads that will appear in a specified, strategic position on every page when users log in to their profiles.
B) send an email message to every registered Facebook user.
C) learn users' passions and let them guide content, as Taco Bell does with polling its users.
D) create ads that incorporate controversial topics such as religion and politics to get Facebook users to "like" their page.
E) develop a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.

Question 61

All of the following are tips experts recommend to student job seekers using LinkedIn except which?

A) Write an informative, short, memorable profile headline.
B) Include an appropriate photo of yourself.
C) Include as many recommendations as you can get.
D) Fill in the Skills & Expertise section with keywords that recruiters use in their searches.
E) Set your profile to "public" and include its URL on your resume.

Question 62

Which of the following is a guideline for marketing and promoting a brand using YouTube?

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) Include humorous content to attract as many viewers as possible.
D) Exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story.
E) Limit the video to one minute or less, the same as a TV or radio ad time limit.

Question 63

YouTube would be an excellent social network to advertise all of the following products which?

A) power tools
B) financial services
C) cars
D) deep sea diving vacations
E) blenders

Question 64

Within the context of social media, an "evangelist" is an online user who

A) who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand.
B) tries to promote an anticonsumerism agenda to other online users, hindering the effectiveness of online advertisements.
C) is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends.
D) is indifferent or neutral to advertisements on social networks.
E) is an advocate who develops his/her own Facebook, Twitter, and/or YouTube following and therefore should be contacted by advertisers about placing an ad on his/her website.

Question 65

All of the following statements about YouTube are true except which?

A) YouTube is owned by Google.
B) Advertisers have the option of targeting YouTube ads based on people's Google search histories.
C) Many companies now offer video content through organized channels.
D) YouTube assists small businesses in managing key words for their video ads on the website.
E) Most content is uploaded by professional musicians, videographers, and businesspeople.

Question 66

Figure 17-4
Recalling Figure 17-4 above, which social network has both the highest number of users and the highest monthly market share of visits?

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

Question 67

An active consumer who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand is referred to as

A) an expert.
B) a follower.
C) an end receiver.
D) a traditional consumer.
E) an evangelist.

Question 68

________ marketing program is that portion of a company's integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network.

A) A viral
B) A social media
C) An active user
D) A webrooming
E) A customerization

Question 69

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

A) Pinterest.
B) LinkedIn.
C) Twitter.
D) YouTube.
E) a personal blog.

Question 70

In comparing social media, a brand manager might assess ________ and the characteristics of a site's visitors.

A) the availability of a social network to run apps
B) the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics
C) the number of users or monthly market share of visits
D) the ability of the social network to pull controversial content
E) the site's ability to present the results of keyword searches to improve the odds of a firm's products showing up in user searches

Question 71

The most-watched videos on ________ are Luis Fonsi's "Despacito," Wiz Khalifa's "See You Again," and Ed Sheeran's "Shape of You," with 5.1 billion, 3.5 billion, and 3.4 billion views, respectively.

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

Question 72

The social network that is used solely for sharing videos is

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

Question 73

A social media marketing plan's purpose is to reach

A) a captive audience who pays close attention to marketing information and buys products online.
B) end users who buy products online.
C) traditional consumers who buy products in retail stores.
D) active consumers who will communicate with their online friends and the company about the joys of using a brand.
E) multichannel buyers who browse products online and buy them in stores.

Question 74

In a recent survey of small-business owners, 41 percent see ________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the textbook.

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

Question 75

The degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network is referred to as customer

A) influencing.
B) interaction.
C) filtering.
D) engagement.
E) evangelism.

Question 76

A social media marketing plan should reach ________ in hope that they become "influentials" and eventually "evangelists."

A) two-way communicators
B) end users
C) active consumers
D) followers
E) connections

Question 77

Through a network of businesspeople known as ________, members of LinkedIn might gain an introduction to someone they wish to know through a mutual contact.

A) followers
B) colleagues
C) contacts
D) connections
E) friends

Question 78

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

A) join groups of industry professionals to demonstrate the organization's capabilities in particular areas.
B) monitor profiles for negative mentions of the brand.
C) create a profile for the brand with a fictional "typical" brand user.
D) try to accumulate online "followers" for the business.
E) request to be linked with potentially lucrative customers.

Question 79

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

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

Question 80

YouTube is

A) a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive short messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.