Question 1

What is the best way a brand manager might deal with "key influencers" during a social media attack on a brand?

Accepted Answer

A)  Respond with aggression to get them to back down.
B)  Ignore them and they will stop commenting.
C)  Undermine their credibility by emphasizing the fact that they are not "experts."
D)  Communicate directly and honestly.E) None of the above
F) C) and D)

Question 2

Within the context of social media,an "evangelist" is an online user who

Accepted Answer

A)  is "delighted" about the brand advertised and sends messages to his or her online friends and then back to the advertiser about the joys of using the brand.
B)  tries to promote an anti-consumerist agenda to other online users, hindering the effectiveness of online advertisements.
C)  is paid by the advertisers to promote the brand's positive qualities by sending messages to his or her online friends.
D)  is indifferent to advertisements on social media networks.E) B) and C)
F) A) and B)

Question 3

The brand manager of Nikon's newest camera product has decided to create a video for an advertising campaign to be presented to a narrow,sophisticated target market on one of the social networks.The best social network to reach his target audience of professional photographers is

Accepted Answer

A)  YouTube.
B)  LinkedIn.
C)  Facebook.
D)  Vimeo.E) A) and C)
F) A) and B)

Question 4

In terms of performance measures,fans are

Accepted Answer

A)  the total number of unique visitors to a Facebook Page in a given time period.
B)  the number of people who have opted in to a brand's messages through a social media platform at a given time.
C)  the percentage of people who have clicked on a link on the Page to visit a specific site.
D)  the number of people who interact with a Post ("like," make a comment, and so on)  divided by the total number of people seeing the Post.E) A) and B)
F) A) and C)

Question 5

What is a "negotiated measure" that is used as a performance measure for social media? What are its advantages and disadvantages?

Accepted Answer

A "negotiated measure" in the context of...

Question 6

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

Accepted Answer

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 allowed brand managers to promote their business on Facebook separate from their private and personal profiles.
D)  Facebook charged companies when their brand was mentioned in a user's profile.E) A) and C)
F) All of the above

Question 7

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 reaches niche audiences.
D)  social media is relatively expensive to produce.E) B) and C)
F) A) and D)

Question 8

Figure: 20-1 
-Based on the social media identified in Figure 20-1,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?

Accepted Answer

A)  upper left
B)  upper right
C)  lower center
D)  lower rightE) B) and C)
F) None of the above

Question 9

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Accepted Answer

A)  power tools.
B)  financial services.
C)  cars.
D)  men's cologne.E) A) and B)
F) B) and C)

Question 10

If a clothing store is hoping to let customers know of its competitive prices on jeans,a useful smartphone app to spread this information is

Accepted Answer

A)  Instagram.
B)  an app released by The Find, where a customer can search for the product among 500,000 stores.
C)  Twitter.
D)  an app released by Facebook that lets customers receive discounts for "checking in" at a store location.E) C) and D)
F) All of the above

Question 11

TB Figure: 1 
-According to TB Figure 1,the information source most used in 2000 was

Accepted Answer

A)  advertising on television.
B)  information on the Internet.
C)  advertising in magazines.
D)  advertising on the Internet.E) All of the above
F) A) and B)

Question 12

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

Accepted Answer

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) All of the above
F) A) and C)

Question 13

Traditional media use one-way communication to advertise their products.The consumers are therefore referred to as __________.

Accepted Answer

A)  one-way consumers
B)  passive receivers
C)  end-receivers
D)  traditional consumersE) A) and B)
F) None of the above

Question 14

The business-oriented website that lets users post their profiles and connect to a network for business people is

Accepted Answer

A)  LinkedIn.
B)  YouTube.
C)  Twitter.
D)  Facebook.E) C) and D)
F) None of the above

Question 15

What is a reason users have "unliked" a brand's Facebook Page?

Accepted Answer

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) C) and D)
F) A) and B)

Question 16

A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook Page and people may see it is referred to as __________.

Accepted Answer

A)  set rate; fixed amount
B)  cost per click; cost per thousand
C)  fixed amount; set rate
D)  cost per thousand; cost per clickE) A) and B)
F) A) and C)

Question 17

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)  lookers.
D)  fans.E) A) and B)
F) None of the above

Question 18

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a:

Accepted Answer

A)  wiki.
B)  blog.
C)  net platform.
D)  Facebook page.E) A) and B)
F) C) and D)

Question 19

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

Accepted Answer

A)  gaming websites.
B)  Facebook.
C)  electronic media.
D)  social media.E) A) and B)
F) B) and C)

Question 20

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

Accepted Answer

A)  daily page views.
B)  the average page views per visitor.
C)  website visitors per day.
D)  the website view rate.E) B) and D)
F) A) and B)

Exam 20: Using Social Media to Connect With Consumers

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

Correct AnswerverifiedShow Answer

The business-oriented website that lets users post their profiles and connect to a network for business people is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a:

Correct AnswerverifiedShow Answer

What is the best way a brand manager might deal with "key influencers" during a social media attack on a brand?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Correct AnswerverifiedShow Answer

The brand manager of Nikon's newest camera product has decided to create a video for an advertising campaign to be presented to a narrow,sophisticated target market on one of the social networks.The best social network to reach his target audience of professional photographers is

Correct AnswerverifiedShow Answer

TB Figure: 1 -According to TB Figure 1,the information source most used in 2000 was

Correct AnswerverifiedShow Answer

Within the context of social media,an "evangelist" is an online user who

Correct AnswerverifiedShow Answer

What is a "negotiated measure" that is used as a performance measure for social media? What are its advantages and disadvantages?

Correct AnswerAnswered by ExamLex AIA "negotiated measure" in the context of...View AnswerShow Answer

What is a reason users have "unliked" a brand's Facebook Page?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure: 20-1 -Based on the social media identified in Figure 20-1,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?

Correct AnswerverifiedShow Answer

Traditional media use one-way communication to advertise their products.The consumers are therefore referred to as __________.

Correct AnswerverifiedShow Answer

If a clothing store is hoping to let customers know of its competitive prices on jeans,a useful smartphone app to spread this information is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In terms of performance measures,fans are

Correct AnswerverifiedShow Answer

A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook Page and people may see it is referred to as __________.

Correct AnswerverifiedShow Answer

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Answered by ExamLex AI
A "negotiated measure" in the context of...
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A company paying a set amount to Facebook for every time a user clicks on its ad is known as ,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook Page and people may see it is referred to as .

Correct Answer
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