Question 1

Another term sometimes used interchangeably with social media is

Accepted Answer

A)  net platforms.
B)  Web 3.0.
C)  user platforms.
D)  Web 2.0.
E)  peer-to-peer networking.F) A) and E)
G) None of the above

Question 2

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Accepted Answer

A)   fixed fee rate.
B)   cost per thousand.
C)   cost per action.
D)   cost per click.
E)   fixed cost.F) A) and D)
G) A) and C)

Question 3

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.F) All of the above
G) D) and E)

Question 4

Which of the following statements is true about Facebook?

Accepted Answer

A)   Facebook is second to Twitter in the number of registered users.
B)   Facebook is open to users who are at least six years old.
C)   Facebook gets more video uploads than any other social media site.
D)   Facebook users aged 18 to 29 years old have an average of about 300 friends on the site.
E)   Facebook's primary purpose is enabling users to network and connect with others in their profession.F) A) and B)
G) C) and E)

Question 5

What is the key marketing objective for advertising on social networking sites?

Accepted Answer

A)   Develop cost-effective ads with a CPM of less than 50 cents for every 1,000 hits.
B)   Create ads that have an immediate impact on sales.
C)   Try to gain viewers' attention for a few extra seconds.
D)   Use the cost-per-click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website.
E)   Create ads that appeal to all demographic groups-regardless of age, gender, ethnicity, education, or income-to maximize cost efficiency.F) B) and E)
G) None of the above

Question 6

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.F) A) and D)
G) B) and D)

Question 7

11.What is one way in which the Internet has changed and evolved to Web 2.0?

Accepted Answer

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 and use 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.F) B) and C)
G) B) and E)

Question 8

If you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement this social network?

Accepted Answer

A)   Monitor other Twitter accounts for negative mentions of your brand.
B)   Aggressively defend your brand on your Twitter account.
C)   Develop an official Twitter profile, recruit followers, and show photos of the product.
D)   Create an account and tweet about the launch the day before releasing the product.
E)   Create content that relies mostly on professional networking and job searching.F) A) and B)
G) B) and D)

Question 9

Companies such as Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Accepted Answer

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 advertisement copy.
D)   recruiting prospective employees.
E)   customer complaints and suggestions.F) B) and E)
G) A) and B)

Question 10

As the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site

Accepted Answer

A)   decreases.
B)   is not affected.
C)   can be more easily manipulated.
D)   increases.
E)   can't be determined as exactly.F) D) and E)
G) A) and E)

Question 11

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale.That firm should use the performance measure of

Accepted Answer

A)   cost per thousand, and pay 50 cents for every time an ad loads, up to $100 per month.
B)   a negotiated measure, and pay $100 to post its ad for two weeks.
C)   cost per click, and pay $1 for every visitor who clicks on the ad and goes to its website.
D)   cost per action, and pay $50 for every purchase that originated from an ad on the site.
E)   cost per like, and pay $1 for every unique visitor who likes the advertised product.F) A) and B)
G) A) and E)

Question 12

An active receiver who is "delighted" with the brand advertised and sends messages to his/her online friends about the brand is referred to as

Accepted Answer

A)   an expert.
B)   a follower.
C)   an end receiver.
D)   a traditional consumer.
E)   an evangelist.F) A) and B)
G) C) and D)

Question 13

Social networks are

Accepted Answer

A)   dating websites such as eHarmony.
B)   Internet browsers like Safari or Firefox.
C)   specific social media such as Facebook, Twitter, LinkedIn, and YouTube.
D)   the replacement for e-mail to send private digital messages.
E)   social media websites that are the high in self-disclosure but low in media richness.F) B) and C)
G) B) and E)

Question 14

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

Accepted Answer

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

Question 15

Mobile marketing continues to evolve; though applications are now typically designed for the small screen,in the future they are more likely to

Accepted Answer

A)   recommend social interactions with specific people.
B)   take advantage of the user's location.
C)   include phone solicitations.
D)   link to physical ads in newspapers and magazines.
E)   replace social media.F) None of the above
G) A) and D)

Question 16

Apps are

Accepted Answer

A)   computer-based networks that trigger actions by sensing changes in the real or digital world.
B)   software programs to measure the number of times an ad loads on a webpage.
C)   small, downloadable software programs that can run on tablet devices or smartphones.
D)   a failed marketing gimmick to advertise the benefits of smartphones.
E)   programs that can be used to organize large groups of people to form events on social networking sites.F) A) and E)
G) All of the above

Question 17

Pinterest is

Accepted Answer

A)   a video-sharing website in which users can upload, view, and comment on videos.
B)   a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized, themed "boards" to categorize their images and then sharing them with other members of the community.
C)   a website where users create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them.
D)   a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
E)   a website that enables users to send and receive messages up to 140 characters long.F) A) and B)
G) B) and E)

Question 18

Facebook continues to enhance its capabilities; it recently acquired

Accepted Answer

A)   Twitter.
B)   Pinterest.
C)   Vimeo.
D)   Snapchat.
E)   Oculus Rift.F) A) and E)
G) C) and E)

Question 19

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

Accepted Answer

A)   an Internet browser; blog
B)   a wiki; blog
C)   a blog; wiki
D)   a Facebook post; Twitter post
E)   a Twitter post; Facebook postF) C) and E)
G) A) and B)

Question 20

Figure 16-1

-One dimension,________,is used to classify social media and is shown in Figure 16-1 on the -axis,ranging from "words" to "animation."

Accepted Answer

A)   user-generated content
B)   technical skill
C)   self-disclosure
D)   media richness
E)   channelF) A) and E)
G) C) and D)

Exam 16: Using Social Media and Mobile Marketing to Connect With Consumers

Cost per thousand (CPM) is a measure in which

Correct AnswerverifiedShow Answer

As the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site

Correct AnswerverifiedShow Answer

What is the key marketing objective for advertising on social networking sites?

Correct AnswerverifiedShow Answer

Figure 16-1 -One dimension,________,is used to classify social media and is shown in Figure 16-1 on the -axis,ranging from "words" to "animation."

Correct AnswerverifiedShow Answer

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

Correct AnswerverifiedShow Answer

Which of the following statements is true about Facebook?

Correct AnswerverifiedShow Answer

11.What is one way in which the Internet has changed and evolved to Web 2.0?

Correct AnswerverifiedShow Answer

Apps are

Correct AnswerverifiedShow Answer

Another term sometimes used interchangeably with social media is

Correct AnswerverifiedShow Answer

Mobile marketing continues to evolve; though applications are now typically designed for the small screen,in the future they are more likely to

Correct AnswerverifiedShow Answer

Companies such as Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

If you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement this social network?

Correct AnswerverifiedShow Answer

Social networks are

Correct AnswerverifiedShow Answer

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale.That firm should use the performance measure of

Correct AnswerverifiedShow Answer

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Correct AnswerverifiedShow Answer

An active receiver who is "delighted" with the brand advertised and sends messages to his/her online friends about the brand is referred to as

Correct AnswerverifiedShow Answer

Facebook continues to enhance its capabilities; it recently acquired

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Pinterest is

Correct AnswerverifiedShow Answer

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

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