Question 1

Write a brief note on the factors that have led to the spectacular growth of advertising on Facebook.

Accepted Answer

The answer of Write a brief note on the factors...

Question 2

Facebook's phenomenal growth implies that it requires minimal infrastructure investment.

Accepted Answer

A) True 
 B)False

Question 3

What are the hurdles encountered by Facebook in advertising? Compare Facebook's ad model with other successful online advertising firms.

Accepted Answer

The answer of What are the hurdles encountered by Facebook...

Question 4

Critics of Internet.org worry that for billions of low-income users, Facebook will come to represent the only Internet they know and have access to, deepening the roots and entanglement vines of the firm's walled garden.

Accepted Answer

A) True 
 B)False

Question 5

The dark Web refers to:

Accepted Answer

A)  peer-to-peer file sharing networks that are used to illegally share copyrighted material. 
B)  seemingly innocent Web sites, containing malware that infects computers. 
C)  sites that cannot be indexed by Google and other search engines. 
D)  networks that allow only mutually trusted peers to participate in file-sharing activities. 
E)  Web sites that advocate violence toward people of a specific race, ethnicity, or religion.

Question 6

Banner ads are often billed based on _____.

Accepted Answer

A)  clickable numbers 
B)  frequency tracking scores 
C)  quality scores 
D)  cost per thousand impressions 
E)  their relative popularity

Question 7

Firms spend more advertising online than they do on radio and magazine ads.

Accepted Answer

A) True 
 B)False

Question 8

Why is Facebook's Open Graph series of APIs for third-party websites significant for the firm?

Accepted Answer

The answer of Why is Facebook's Open Graph series of...

Question 9

Facebook has offered a system where Web site operators can choose to accept a user's Facebook credentials for logging in. Web site operators appreciate this feature because:

Accepted Answer

A)  they can charge users for accessing their content and hence, generate revenue. 
B)  they can afford to spend less on Web site maintenance. 
C)  users can access websites without creating an account, reducing a potential barrier to customer acquisition. 
D)  Facebook's advertising programs offer better revenue for viewed content. 
E)  they can associate their offerings with the Facebook brand.

Question 10

Facebook is especially appealing to organizations looking to share messages with fans since anyone who has "liked" an organization on Facebook will see all of that organization's posts in their newsfeed.

Accepted Answer

A) True 
 B)False

Question 11

The bulk of Facebook's revenue comes from:

Accepted Answer

A)  data aggregation services. 
B)  application development. 
C)  subscription fees. 
D)  data harvesting. 
E)  advertising.

Question 12

Facebook feeds

Accepted Answer

A)  are limiting the reach of organic posts, prompting many firms to spend on Facebook ads to connect with more users. 
B)  ensure that any post from an organization's fan page will arrive in the feed of anyone who has "Liked" that page. 
C)  prohibit content promoting apps that run outside the Facebook platform, since such content competes with user attention and Facebook wants users to spend as much time as possible on its own services. 
D)  will show identical ads to all users, worldwide, if they are of the same age and gender. 
E)  are entirely ad-free. Zuckerberg refuses to run ads in feeds because he feels this will degrade the user experience, even though Facebook would likely earn significantly more if it did so.

Question 13

For years, which of the following is the only major media category that has seen an increase in spending?

Accepted Answer

A)  Online advertising 
B)  Radio jingles 
C)  Television ads 
D)  Print media 
E)  Telemarketing

Question 14

How are News Feeds a source of value for users on Facebook?

Accepted Answer

A)  It fosters the virality of information sharing vital to delivering value from the social graph. 
B)  They are innovative and Facebook is the only social network to offer the feature. 
C)  They are effective in protecting a user's personal information from others. 
D)  They ensure that a single post will reach all friends and fans. 
E)  They offer cross connectivity for users across several social networking sites.

Question 15

Which of the following statements is true of localization?

Accepted Answer

A)  It refers to a collection of resources available for access over the Internet. 
B)  It refers to adapting products and services for different languages and regional differences. 
C)  It refers to a situation when the value of a product or a service increases as the number of its users expands. 
D)  It refers to a situation when others take advantage of a user or a service without providing any sort of reciprocal benefit. 
E)  It refers to a closed network or a single set of services controlled by one dominant firm.

Question 16

There's an old computer science saying that a computer should never ask you a question that it should be able to work out the answer to. How can a smartphone work out much more?

Accepted Answer

The answer of There's an old computer science saying that...

Question 17

What does the acronym CPM stand for?

Accepted Answer

A)  cost per millisecond 
B)  cost per billion impressions 
C)  cost per thousand seconds 
D)  cost per thousand impressions 
E)  cost per million seconds

Question 18

Describe how Facebook 'leveraged Econ 101' or fundamental economics principals, for better performance and user experience with its ad products.

Accepted Answer

The answer of Describe how Facebook 'leveraged Econ 101' or...

Question 19

Brand advertisers largely consider user-generated content as low-quality, brand-unsafe inventory for running advertisements. This can be attributed to:

Accepted Answer

A)  content adjacency. 
B)  audience matching. 
C)  collaborative filtering. 
D)  search engine marketing. 
E)  negative keyword usage.

Question 20

When a firm has an IPO, it is said to have:

Accepted Answer

A)  been liquidated due to short selling. 
B)  gone public, selling shares on a public stock exchange for the first time. 
C)  received government funding. 
D)  been liquidated due to switching costs. 
E)  issued a dividend.

Exam 11: Facebook: a Billion-Plus Users, the High-Stakes Move to Mobile, and Big Business From the Social Graph

Write a brief note on the factors that have led to the spectacular growth of advertising on Facebook.

Facebook's phenomenal growth implies that it requires minimal infrastructure investment.

What are the hurdles encountered by Facebook in advertising? Compare Facebook's ad model with other successful online advertising firms.

Critics of Internet.org worry that for billions of low-income users, Facebook will come to represent the only Internet they know and have access to, deepening the roots and entanglement vines of the firm's walled garden.

The dark Web refers to:

Banner ads are often billed based on _____.

Firms spend more advertising online than they do on radio and magazine ads.

Why is Facebook's Open Graph series of APIs for third-party websites significant for the firm?

Facebook has offered a system where Web site operators can choose to accept a user's Facebook credentials for logging in. Web site operators appreciate this feature because:

Facebook is especially appealing to organizations looking to share messages with fans since anyone who has "liked" an organization on Facebook will see all of that organization's posts in their newsfeed.

The bulk of Facebook's revenue comes from:

Facebook feeds

For years, which of the following is the only major media category that has seen an increase in spending?

How are News Feeds a source of value for users on Facebook?

Which of the following statements is true of localization?

There's an old computer science saying that a computer should never ask you a question that it should be able to work out the answer to. How can a smartphone work out much more?

What does the acronym CPM stand for?

Describe how Facebook 'leveraged Econ 101' or fundamental economics principals, for better performance and user experience with its ad products.

Brand advertisers largely consider user-generated content as low-quality, brand-unsafe inventory for running advertisements. This can be attributed to:

When a firm has an IPO, it is said to have: