Question 1

Social media are

Accepted Answer

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. B

Question 2

The number of page views divided by visitors in a given time period is referred to as

Accepted Answer

A)  gross page views.
B)  the average page views per visitor.
C)  website "hits."
D)  the website view rate.
E)  the interaction rate B

Question 3

After Michael Drysch made his phenomenal hook shot in the "Carmex and LeBronJames.com Half-Court Hero" promotion, the footage went viral on all of the following EXCEPT:

Accepted Answer

A)  YouTube
B)  Facebook
C)  Twitter
D)  Pinterest
E)  ESPN.com D

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

Cost per click is a measure in which

Accepted Answer

A)  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.
B)  a fixed amount of money 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 given to a visitor for clicking on an ad.

Question 7

In what way are traditional and social media similar?

Accepted Answer

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 8

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?

Accepted Answer

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

Question 9

An "active receiver" who is "delighted" with the brand advertised and sends messages to her online friends about the brand is referred to as a(n) __________.

Accepted Answer

A)  "expert"
B)  "follower"
C)  "end-receiver"
D)  "traditional consumer"
E)  "evangelist"

Question 10

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Accepted Answer

A)  global marketing platforms.
B)  convergent systems.
C)  intelligence technologies.
D)  smart systems.
E)  social networking sites.

Question 11

-Based on the social media identified in Figure 16-1 above, the social media site rated LOWEST in self-disclosure is

Accepted Answer

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

Question 12

-Based on the social media identified in Figure 16-1 above, The Sims has a __________ degree of self-disclosure than World of Warcraft.

Accepted Answer

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

Question 13

-According to Figure 16-4 above, the correct rank order of social network sites from MOST to LEAST popular as measured by the number of unique U.S. visitors as of mid-2014 is

Accepted Answer

A)  Facebook, LinkedIn, YouTube, and Twitter.
B)  Facebook, Twitter, YouTube, and LinkedIn.
C)  YouTube, Facebook, Twitter, and LinkedIn.
D)  Facebook, YouTube, Twitter, and LinkedIn.
E)  Twitter, Facebook, YouTube, and LinkedIn.

Question 14

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

Accepted Answer

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

Question 15

What is the challenge presented to brand managers by social media advertising?

Accepted Answer

A)  Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media.
B)  Brand managers need to convince social networks to post their ads free of charge.
C)  Brand managers need to create "universally appealing" ads since they cannot target specific demographics on social networks.
D)  Brand managers have difficulty estimating how many users have clicked on their ads, which leads to problems in assessing an ad's effectiveness.
E)  Brand managers need to realize that there are only a few social networks to advertise on.

Question 16

The greatest concern consumers may have regarding the convergence of the real and digital worlds is

Accepted Answer

A)  the elimination of traditional media; all media will become digital.
B)  a decreased emphasis on measuring the marketing return on investment for social media initiatives.
C)  the interference with personal privacy as personal data gets shared within and across social media.
D)  the proliferation of ads and sponsored stories on social networking sites that reduce click-through rates.
E)  the absence of digital cash to complete the near field communication transaction process.

Question 17

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

Accepted Answer

A)  Web 2.0 involves online media where users submit or modify comments, photos, and videos.
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 18

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 19

In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing (1) __________ and (2) the characteristics of these visitors.

Accepted Answer

A)  the availability of 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 unique visitors to the website
D)  the ability of the social network to pull controversial content
E)  the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches

Question 20

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 given to a visitor for clicking on an ad.

Exam 16: Using Social Media to Connect With Consumers