Deck 19: Using Social Media and Mobile Marketing to Connect With Consumers

Question 1

Companies like 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 advertisements.
D) recruiting prospective employees.
E) customer complaints and suggestions.

Answer 1

E

Question 2

Figure 19-1
According to Figure 19-1 above,the information source most used in 2000 was

A) advertising on television.
B) information on the Internet.
C) advertising in magazines.
D) advertising on the Internet.
E) word of mouth.

Answer 2

A

Question 3

2.0 is a term that describes

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

Answer 3

B

Question 4

Figure 19-1
According to Figure 19-1 above,the source of information most used by college students in 2009 was

A) free samples in a store.
B) advertising on the television.
C) advertising in magazines.
D) advertising on the Internet.
E) word of mouth.

Question 5

Marketers use social media to reach the important market of college-age students because

A) of their discretionary spending.
B) only a small percentage of students check their Facebook pages.
C) Internet advertising is ineffective with this age group.
D) these media are less effective than print and TV advertising.
E) rebellious students reject the brands their parents buy.

Question 6

is important for marketers to reach college-age students in the U.S.because

A) college age students are sensitive to the environment, which carries over to their media usage.
B) only a small percentage of students check their Facebook pages.
C) Internet advertising is ineffective with this age group.
D) the information sources they use to make buying decisions.
E) students reject the brands their parents buy.

Question 7

Figure 19-1
According to Figure 19-1 above,which information source showed the biggest decrease in college student preference from 2000 to 2009?

A) free samples in a store
B) information on the Internet
C) advertising on television
D) advertising on the Internet
E) word of mouth

Question 8

Figure 19-1
According to Figure 19-1 above,which information source showed the biggest increase in college student preference from 2000 to 2009?

A) free samples in a store
B) advertising on the Internet
C) information on the Internet
D) advertising on television
E) word of mouth

Question 9

is one way in which the Internet has changed and brought about the term "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 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 10

thousands of college-age "brand ambassadors" at colleges and universities across the U.S.needed to recruit volunteers to help incoming freshmen on campus move-in day,the most effective way to reach the greatest number of students was by using

A) the campus radio.
B) social media.
C) phone solicitations.
D) ads in the campus newspaper.
E) hanging ads on dorm-room handles.

Question 11

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

A) net platforms
B) Web 3.0
C) Web functionalities
D) Web 2.0
E) peer-to-peer networking

Question 12

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) net platform.
D) Facebook page.
E) "tweet."

Question 13

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

A) Web 2.0 involves online media where users submit comments, photos, and videos as well as have genuine online conversation among multiple users.
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) Greater bandwidth allows for faster media downloads from the Internet.
D) All college students use Web 2.0.
E) The technical interface of Web 2.0 is user friendly.

Question 14

"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) Web 2.0
B) a Facebook page
C) a wiki
D) a blog
E) a Twitter account

Question 15

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

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

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

Question 17

2.0 is a term that describes

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

Question 18

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 19

Kimmy Summers and Gina Damoto had to communicate with other students to recruit volunteers at their respective universities to help freshmen during campus move-in day,they chose to use

A) letters from their colleges' deans of students.
B) flyers pushed under dorm-room doors.
C) phone solicitations.
D) ads in their campus newspapers.
E) social media.

Question 20

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-mail for customer complaints and respond promptly with a 50% 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 Julia Child
E) produce a movie featuring a female or male cooking her/his way through all the recipes in the latest edition of the Betty Crocker cookbook

Question 21

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 22

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 23

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

A) UGC is published on a publicly accessible website or a social networking site.
B) UGC must show a sequential journey through posts made by a user.
C) UGC is intended for commercial profit.
D) UGC is not found on a social networking site.
E) UGC is limited to text-only postings due to the limited bandwith of Internet service providers.

Question 24

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 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 e-mail, but is published on a publicly accessible website.

Question 25

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

Question 26

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 27

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 28

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 or her profile page; adding contact information (telephone, address, and e-mail) on one's Facebook page.

Question 29

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 a 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 30

Social networks are

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

Question 31

Social media are

A) online 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 32

classifying social media,self-disclosure is

A) the degree to which a person's thoughts, feelings, likes, and dislikes are made public.
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 resulting in identity theft.
D) a growing trend in which telephone and e-mail communications contribute to one's online profile.
E) behavior that leads to an unfavorable impression on other online users.

Question 33

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 34

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) Facebook.
C) electronic media.
D) social media.
E) feedback media.

Question 35

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

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

Question 36

generated content refers to

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

Question 37

single social media site like Facebook or YouTube is referred to as a(n)

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

Question 38

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 39

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

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

Question 40

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

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

Question 41

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.

Question 42

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) increases.
D) can be manipulated.
E) is undermined.

Question 43

Figure 19-2
Based on the social media identified in Figure 19-2 above,LinkedIn is

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 44

Figure 19-2
Based on the social media identified in Figure 19-2 above,Foursquare is seen as

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

Question 45

Figure 19-2
Based on the social media identified in Figure 19-2 above,Wikipedia has a __________ degree of self-disclosure.

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

Question 46

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 47

Figure 19-2
Based on the social media identified in Figure 19-2 above,the social media site rated highest in media richness and lowest in self-disclosure is

A) Wikipedia.
B) Facebook.
C) Second Life.
D) World of Warcraft.
E) Farmville.

Question 48

Figure 19-2
Based on the social media identified in Figure 19-2 above,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) upper left
B) upper right
C) lower center
D) lower right
E) lower left

Question 49

Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________,as visuals,graphics,and animations were the major draw for World of Warcraft users.

A) media richness
B) self-disclosure
C) character development
D) product placement
E) "wikiness"

Question 50

While 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 51

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

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 52

Figure 19-2
Based on the social media identified in Figure 19-2 above,Second Life has a __________ degree of self-disclosure than Call of Duty.

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

Question 53

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) "amateur discussion"
C) "discussion pool"
D) "information superhighway"
E) "conversation"

Question 54

Figure 19-2
Based on the social media identified in Figure 19-2 above,the social media site rated highest in self-disclosure but lowest in media richness is

A) Facebook.
B) Tumblr.
C) Wikipedia.
D) Foursquare.
E) Farmville.

Question 55

Figure 19-2
Based on the social media identified in Figure 19-2 above,blogs are

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

Question 56

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) traditional media include Facebook and Twitter.
C) social media only reaches niche audiences.
D) social media is relatively expensive to produce.
E) the content of social media cannot be altered after publication.

Question 57

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 58

Media richness is __________ in face-to-face communication than telephone or e-mail communications.

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

Question 59

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 __________ the influence on those reached.

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

Question 60

did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

A) Toyota sponsored an expansion pack of the game.
B) Toyota purchased the personal information of users from the game company to send e-mails.
C) Toyota used mechanics and pictures in a commercial.
D) Toyota paid to have likenesses of their vehicles appear in the game as product placement.
E) Toyota paid to have ads placed on the game's website.

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) use search engines such as Google and Bing.
C) make them "opt-out" of privacy setting changes.
D) "by default" have their privacy settings changed by Facebook employees.
E) not object if their personal information is made public without their permission.

Question 62

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) whether the ad has a balance of text, audio, and video when it is placed on users' Facebook Pages.
C) letting users specify ad positioning and placement on the Facebook Page.
D) tracking new sales produced by the ad by linking it to a coupon code, product, or promotional offer.
E) that advertising on Facebook Pages is free and is an economical advertising strategy.

Question 63

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

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

Question 64

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) The brand posts too frequently on trivial or controversial topics.
C) Users tire of not being able to contribute to the conversation.
D) Users want to protest the presence of advertisements on Facebook.
E) The Page isn't updated and users lose interest.

Question 65

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 enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 66

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

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

Question 67

assessing the value of tweets,Twitter users considered the majority of tweets to be

A) news.
B) self-promotion.
C) conversational.
D) pointless babble.
E) spam.

Question 68

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

A) updating content regularly to keep it fresh.
B) using familiar imagery and messaging, but adding a twist.
C) engaging users and letting them guide site content.
D) leveraging existing media assets for the brand.
E) all of the above.

Question 69

Facebook came under fire in December 2009 when it made significant changes to the privacy settings of users.These changes to privacy settings resulted in

A) releasing user's personal information, such as name, picture, gender, and a list of friends, "by default."
B) wall posts being lost.
C) friends being lost.
D) additional privacy and security for its users who provided a detailed Facebook Page, sent automatically to the company.
E) products being "unliked."

Question 70

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 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 71

requirement that users "opt-out" of changes to Facebook's privacy settings was considered unethical because

A) "by default" privacy settings would not be changed.
B) all Facebook users want automatic updates to new features such as facial recognition.
C) Facebook was providing additional privacy and security for its users.
D) "by default" privacy settings would be changed.
E) the new privacy settings made it harder for brand managers to find "evangelist" consumers of their products.

Question 72

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

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 73

a recent analysis,what percentage of "tweets" on Twitter was considered "pointless babble?"

A) 3%
B) 6%
C) 9%
D) 38%
E) 41%

Question 74

Facebook was a "closed" system of private and personal profiles,how could brand managers use Facebook in their advertising strategy?

A) Facebook allowed companies' ads to show up in pop-up windows throughout the site.
B) Facebook charged companies to create a Facebook Page for their brands.
C) Facebook staff developed ads for companies who wanted to advertise on Facebook.
D) Facebook charged companies when their brand was mentioned in a user's profile.
E) Facebook allowed brand managers to promote their business on Facebook separate from their private and personal profiles.

Question 75

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

A) "too connected"
B) "their privacy has been 'violated'"
C) "addicted" to Twitter
D) "easily bored" by the repetitive messages
E) they've experienced a "lifestyle change"

Question 76

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 and is accessible in over 70 languages.
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 77

Which of the following statements is true about Facebook?

A) Facebook is second to Twitter in the number of registered users.
B) Facebook has remained a "closed system," which means outside search engines such as Google or Bing cannot catalog 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's official smartphone app uses location-based technology so users can "check-in" to local businesses to receive targeted promotional offers.
E) Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.

Question 78

its early years,Facebook was a "closed" system,which meant that Facebook

A) prevented outside search engines from cataloguing and reporting mentions of a brand.
B) put a limit on the number of countries in which Facebook could be accessed, such as China.
C) had a policy to prevent collaboration with other sites such as MySpace.
D) restricted brands from creating awareness through an individual Facebook Page.
E) allowed users to have strict control over who shared their photos.

Question 79

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) Pop-up ads appear after a user logs in.
C) Ads appear on the right-hand side of a user's profile page.
D) They are integrated into the "newsfeed" on a Facebook user's home page.
E) Facebook does not allow for any other forms of advertising.

Question 80

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) Vimeo.
C) Facebook.
D) YouTube.
E) LinkedIn.