Deck 16: Using Social Media and Mobile Marketing to Connect With Consumers

Question 1

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

A) popular trends among members of the over-65 market.
B) technological advancements that can be used to promote their brands.
C) new slang terms to create more effective advertisement copy.
D) recruiting prospective employees.
E) customer complaints and suggestions.

Answer 1

E

Question 2

Another term sometimes used interchangeably with social media is A.net platforms.
B)Web 3.0.
C)user platforms.
D)Web 2.0.
E)peer-to-peer networking.

Answer 2

A

Question 3

Mobile marketing continues to evolve; though applications are now typically designed for the small screen,in the future they are more likely to

A) recommend social interactions with specific people.
B) take advantage of the user's location.
C) include phone solicitations.
D) link to physical ads in newspapers and magazines.
E) replace social media.

Answer 3

B

Question 4

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) wiki.
B) blog.
C) chat room.
D) Facebook post.
E) tweet.

Question 5

________ marketing is evolving quickly and is expected to have immediate applications in health monitoring and fitness,home security and comfort,and automobile safety.

A) Technology
B) Social media
C) Mobile
D) Relationship
E) Intuitive

Question 6

Web 2.0 is a term that describes A.the functionalities of the Web that make possible the high degree of interactivity among users.
B)a technical update of the World Wide Web from Web 1.0.
C)the second generation of Internet browsers.
D)the increased degree of anonymity among users.
E)the final published form of marketer-generated content.

Question 7

Social media are

A) online hangouts and games.
B) online media where users submit news, 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 8

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.Epicurious is most likely what type of social media website?
B) a Facebook Page
C) a wiki
D) a blog
E) a Twitter Page

Question 9

A wiki is a

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 10

Based on its ability to interact with a world of connected devices,the ________ is fast becoming "the digital remote control for the real world."

A) personal computer
B) text message
C) social media campaign
D) Tweet or other social media post
E) mobile device

Question 11

Companies such as Hewlett-Packard and Frito-Lay routinely monitor ________ to gain insights into customer complaints and suggestions.

A) blogs
B) wikis
C) single entry e-diaries
D) avatars
E) email traffic

Question 12

A single social media site with millions of users interacting with each other,like Facebook,Twitter,LinkedIn,and YouTube,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 13

11.What is one way in which the Internet has changed and evolved to Web 2.0?

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

Question 14

Compared with earlier forms of the Web,Web 2.0 A.content is no longer seen as being created and published in final form exclusively by one author.
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 15

A blog is a

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 16

What is another term that is sometimes used interchangeably with social media?

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

Question 17

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

A) a wiki.
B) a blog.
C) an encyclomedia.
D) a Facebook page.
E) a Tweet.

Question 18

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

A) create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products
B) monitor e-mails for customer complaints and respond promptly with a 50 percent discount coupon
C) hold a cooking contest to generate new recipes using Betty Crocker products
D) produce commercials incorporating images of Betty Crocker cooking with the late Julia Child
E) produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook

Question 19

Social networks are

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

Question 20

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

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

Question 21

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

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

Question 22

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 23

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 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 24

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

A) an Internet browser; blog
B) a wiki; blog
C) a blog; wiki
D) a Facebook post; Twitter post
E) a Twitter post; Facebook post

Question 25

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)covers all the ways people can use social media.
E)is a formal term for flash mobs.

Question 26

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 (UGC)
C) blogs
D) wikis
E) YouTube

Question 27

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 28

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) sequential journey; single entry
C) single entry; sequential journey
D) personal side of the user; formal presentation
E) long narrative; block of text

Question 29

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

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

Question 30

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.

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

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

Question 34

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 35

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 36

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 37

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 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 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, 140 character maximum, posts due to the limited bandwidth of Internet service providers.

Question 40

A blog is __________,whereas a wiki is __________.

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

Question 41

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 42

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 43

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 five 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 44

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 45

Facebook continues to enhance its capabilities; it recently acquired

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

Question 46

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 47

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 requires specialized skills and a team of people.
B) social media are rejected by older and less affluent target markets.
C) social media only reach niche audiences.
D) social media are relatively expensive to produce.
E) the content of social media cannot be altered after publication.

Question 48

All of the following are true about StuffDOT except which?

A) StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item.
B) StuffDOT start-up targets college-aged women.
C) StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city.
D) StuffDOT campus ambassadors are a major force behind the platform's growth.
E) StuffDOT financial rewards can be redeemed for gift cards with many major retailers.

Question 49

Figure 16-1
One dimension,________,is used to classify social media and is shown in Figure 16-1 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 50

All of the following are the four more 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) Snapchat

Question 51

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 140 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 52

A Facebook page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers except which?

A) a cover image
B) Facebook page posts that appear in the news feed of those who have "liked" the page
C) the number of people who saw a specific post
D) the ability to "tweet" a comment on an ad a firm has posted on its Facebook page
E) the number of people who clicked the "Like" button

Question 53

Individuals and organizations can establish themselves as "experts" in their given field,thereby becoming "influencers" in that field.But 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,thereby enhancing the sender's influence.

A) digital thread
B) conversation
C) amateur discussion
D) discussion pool
E) information superhighway

Question 54

To generate traffic to a Facebook page for a brand,what is another 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 55

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 56

To create a successful advertising campaign 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) 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 such as 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 57

Figure 16-1
One dimension,________,is used to classify social media and is shown in Figure 16-1 on the -axis,ranging from "words" to "animation."

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

Question 58

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 59

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 60

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

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

Question 61

Pop singer Rebecca Black used __________ to post her video "Friday," which went viral and earned her many fans.She now has her own channel on the same platform.

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

Question 62

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 63

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 64

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 65

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

A) respond to user criticisms about a brand through "retweets" to develop more satisfied customers
B) generate brand buzz by developing an official Twitter profile
C) connect in real time using the broadcasting app Periscope, or Twitter's live stream function
D) operate promotions in real time
E) post user profiles for job seekers

Question 66

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

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

Question 67

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 68

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

A) use profiles of company employees for business-to-business image building and networking with industry-related groups.
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 69

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 70

Carmex partnered with LeBron James by using which of the following social networks to conduct a scavenger hunt with short,real-time clues to the location of a prize?

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

Question 71

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 140 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 72

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 73

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

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

Question 74

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 75

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 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 76

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 140 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 77

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 140 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 78

The social network that is used solely for sharing videos is

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

Question 79

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 80

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

A) Facebook created a new initiative called Instant Articles to improve the speed of news publishing.
B) Facebook introduced the app Moments, which uses facial recognition to prompt users to share photos.
C) Facebook launched a program known as Custom Audiences to allow marketers to use e-mail marketing with mobile users.
D) Facebook eliminated privacy settings when Facebook is accessed via a mobile device for all but it paid advertisers.
E) Facebook is developing a platform called Messenger to better enable e-commerce through smartphones.