Question 1

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

Accepted Answer

A)  production of traditional media requires specialized skills and a team of people.
B)  traditional media include Facebook and Twitter.
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. A

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

A)  links unique visitors and new products.
B)  monitors registered users.
C)  evaluates brand awareness.
D)  ties actual sales revenues to the cost of the ad.
E)  links brand buzz and consumers' emotional connections to the brand. D

Question 4

User-generated content (UGC) refers to

Accepted Answer

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 5

YouTube would be an excellent social network to advertise

Accepted Answer

A)  almost all products.
B)  the majority of products and services; however, smaller media such as Pinterest may be more successful for some products and services.
C)  most products except for those that require complex explanation of benefits.
D)  most products; however, the costs of posting videos can be prohibitive.
E)  most products; however, search on YouTube is limited.

Question 6

The convergence of real and digital worlds is the result of

Accepted Answer

A)  the work of William Gibson, who coined the term cyberspace.
B)  the implementation of ideas found in science fiction films and books.
C)  the unlimited proliferation of interlinked smartphones, tablet devices, sensors, sophisticated algorithms, databases, and other elements.
D)  Steve Jobs, the late visionary CEO of Apple, Inc.
E)  the researchers at Xerox Palo Alto Research Center (PAR
C)  .

Question 7

The convergence of real and digital worlds has been made possible by all of the following except

Accepted Answer

A)  algorithms.
B)  traditional media.
C)  databases.
D)  smartphones.
E)  tablet devices.

Question 8

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

Accepted Answer

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 9

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

Accepted Answer

A)  rich media.
B)  Facebook.
C)  avatar media.
D)  social media.
E)  feedback loop.

Question 10

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address), and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as

Accepted Answer

A)  users/members.
B)  unique visitors.
C)  visitors.
D)  fans.
E)  vloggers.

Question 11

The percentage of recipients who have clicked on a link on the page to visit a specific site is the

Accepted Answer

A)  fan follow-through percentage.
B)  click-through rate.
C)  pass-through rate.
D)  recipient rate.
E)  website click rate.

Question 12

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.

Accepted Answer

A)  $17
B)  $53
C)  $83
D)  $145
E)  $175

Question 13

Cost per thousand (CPM) is a measure in which

Accepted Answer

A)  a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it.
B)  a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
C)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)  a fixed amount of money that is paid to a site for posting an ad for a finite amount of time.
E)  a fixed discount is given to a visitor for clicking on an ad.

Question 14

The three guidelines on marketing and promoting a brand using YouTube are: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) create a branded channel rich in keywords to improve the odds of the video showing up in user searches; and (3) __________.

Accepted Answer

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)  target viewers by using YouTube's insights and analytics research to reveal the number of views, the number of visits to your website, and what keywords are driving user visits
D)  include humorous content to attract as many viewers as possible
E)  limit the video to one minute or less, the same as a TV or radio ad time limit

Question 15

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time) and __________ (if someone visits five times in one day, he or she is counted once).

Accepted Answer

A)  followers; fans
B)  unique fans; visitors
C)  fans; unique visitors
D)  fans; unique page views
E)  visitors; unique visitors

Question 16

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?

Accepted Answer

A)  Web 2.0
B)  a Facebook Page
C)  a wiki
D)  a blog
E)  a Twitter Page

Question 17

All of the following statements about YouTube are true except

Accepted Answer

A)  the site has 1 billion users.
B)  every minute 300 hours of video are uploaded to the site.
C)  many companies now offer video content through organized channels.
D)  users make 4 billion views per day.
E)  most of the content is uploaded by musicians like OK Go and Rebecca Black.

Question 18

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

Accepted Answer

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 e-mail)  on one's Facebook Page

Question 19

The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as

Accepted Answer

A)  followers.
B)  visitors.
C)  active receivers.
D)  fans.
E)  vloggers.

Question 20

Cost per click is a measure in which

Accepted Answer

A)  a fixed amount of money is paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
B)  a fixed amount of money is paid to the site for every sale that originated from an ad posted on that site.
C)  a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
D)  a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month.
E)  a fixed discount is given to a visitor for clicking on an ad.

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

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

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

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

User-generated content (UGC) refers to

YouTube would be an excellent social network to advertise

The convergence of real and digital worlds is the result of

The convergence of real and digital worlds has been made possible by all of the following except

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

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

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address) , and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as

The percentage of recipients who have clicked on a link on the page to visit a specific site is the

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.

Cost per thousand (CPM) is a measure in which

Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time) and (if someone visits five times in one day, he or she is counted once) .

All of the following statements about YouTube are true except

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

The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as

Cost per click is a measure in which

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

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

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

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

User-generated content (UGC) refers to

YouTube would be an excellent social network to advertise

The convergence of real and digital worlds is the result of

The convergence of real and digital worlds has been made possible by all of the following except

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

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

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address) , and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as

The percentage of recipients who have clicked on a link on the page to visit a specific site is the

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.

Cost per thousand (CPM) is a measure in which

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time) and __________ (if someone visits five times in one day, he or she is counted once) .

All of the following statements about YouTube are true except

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

The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as

Cost per click is a measure in which

Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time) and (if someone visits five times in one day, he or she is counted once) .

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