Liberty
University BUSI 330 quiz 6 solutions answers right
How
many versions: 3 different versions
Question 1 What did Toyota do to reach
World of Warcraft's U.S. game players?
Question 2 __________ refers to any
marketing activity conducted though Internet networks to which consumer are
continuously connected using a personal mobile device.
Question 3 As a performance measure, share
of voice is
Question 4 Figure 161 Based on the social
media identified in Figure 161 above, the social media site rated HIGHEST in
selfdisclosure is
Question 5 Social networks can be
classified based on (1) __________ and (2) __________.
Question 6 The __________ measure most
closely ties the cost of the social media ad to the sales revenues the ad
generates.
Question 7 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 is referred to as
Question 8 If you wanted to generate brand
buzz for an upcoming product using Twitter, what is the best way to implement
Twitter?
Question 9 In terms of performance
measures, fans are
Question 10 An example of the ideal
performance measure for social media advertising is one that __________.
Question 11 Which of the following the
results of the convergence of the real and digital worlds is most accurate?
Question 12 StuffDOT is a
Question 13 Within the context of social
media, an "evangelist" is an online user who
Question 14 The performance measure of
average page views per visitor is the number of
Question 15 All of the following are tips
experts recommend to student job seekers using LinkedIn EXCEPT:
Question 16 In using __________, brand
managers can post images of their company's products on their board in hopes
that they will be shared on other themed boards, or that users will follow the
links back to their websites.
Question 17 In classifying social media,
the degree of acoustic, visual, and personal contact between two communication
partners is referred to as
Question 18 Social networks are
Question 19 Online content that is
published on a publicly accessible website or social networking site is a
criterion of
Question 20 As the content of a blog or
messages posted on social media sites move from impersonal to highly personal,
the level of selfdisclosure __________.
Question 21 The marketing challenge for the
brand manager using a Facebook Page is to post and create content that will
generate the best response. This goal can be accomplished by all of the
following EXCEPT:
Question 22 Blogs and wikis differ in that
a blog is a diary that shows a __________, while a wiki shows the end result as
a __________.
Question 23 Online content created by an
individual outside of a professional organization without a commercial market in
mind is a criterion of
Question 24 Which of the following firms
sponsored the LeBronJames.com HalfCourt Hero promotion, which consisted of an
opportunity to go to Miami for a chance to win $75,000?
Question 25 Which of the following is the
best marketing strategy for promoting Betty Crocker products using social
media?
Question 26 Marketers are increasingly
using social media to reach collegeage students in the U.S. because
Question 27 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 __________.
Question 28 Apps are
Question 29 Users or members to social
networking websites are
Question 30 A single social media site with
millions of users interacting with each other, like Facebook, Twitter,
LinkedIn, and YouTube, is referred to as a(n)
Question
1
A recent
study found that "Likes" or "Followers" to a brand's
Facebook Page is worth _______ in terms of product spending, brand loyalty, and
‘propensity
to recommend' the site to others.
Question
2
__________
is a content sharing network where members affix images, videos, and more to
"boards" they create, which are categorized into different themes.
Question
3
Users or
members to social networking websites are
Question
4
In what way
are traditional and social media similar?
Question
5
A single
social media site with millions of users interacting with each other, like
Facebook, Twitter, LinkedIn, and YouTube, is referred to as a(n)
Question
6
To generate
traffic to a Facebook Page for a brand, what is another mode of advertising on
Facebook?
Question
7
Apps are
Question
8
Whereas
traditional media build credibility through experts being influencers in a
particular field, with social media a sender often simply begins to participate
in the __________, hoping that the quality of the message will establish
credibility with the receivers.
Question
9
StuffDOT is
a
Question
10
Figure
16‑3
Figure 16‑3 above shows the __________ web
page for StuffDOT and the data available for marketers to assess its
performance and understand its users.
Question
11
Through a
network of businesspeople known as __________, members of LinkedIn gain an
introduction to someone they wish to know through a mutual, trusted contact.
Question
12
A Facebook
Page, such as the one for StuffDOT, contains all of the following elements that
are of interest to brand managers EXCEPT:
Question
13
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
Question
14
The total
number of people who connect with a Post (for example, "like" or make
a comment) divided by the total number of people seeing the Post is the
Question
15
What is the
primary purpose of LinkedIn?
Question
16
Which of
the following is the best marketing strategy for promoting Betty Crocker
products using social media?
Question
17
Figure 16‑1
Based on the social media
identified in Figure 16‑1 above, the social media site rated LOWEST
in media richness is
Question
18
The percentage of recipients who
have clicked on a link on the Page to visit a specific site is the
Question
19
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
Question
20
An example
of a smart system is(are)
Question
21
Figure
16‑1
Based on the social media identified in
Figure 16‑1 above, the social media site rated
HIGHEST in self‑disclosure is
Question
22
A feature‑rich, micro‑blogging platform that allows users to share text, photos, music, links,
videos, and more is
Question
23
What is one
way in which Web 2.0 media are different from traditional media?
Question
24
When Kimmy
Summers had to communicate with other students to recruit volunteers at their
respective universities to help freshmen during campus move‑in day, they chose to use
Question 25
The social media website open to
anyone age 13 and over where users may create a personal profile, add other
users as friends, and exchange comments, photos, videos, and likes with them,
is known as
Question 26
Cost per action refers to
Question 27
Cost per thousand (CPM) is a
measure in which
Question
28
Computer‑based networks that trigger actions
by sensing changes in the real or digital world are known as
Question
29
A blog is
__________, whereas a wiki is __________.
Question
30
Figure 16‑5
According to Figure 16‑5 above, B is the performance measure
described by the accompanying quote "I will pay $1.00 for every visitor
who clicks on this ad and goes from your website to mine" under the Cost
to Advertisers heading:
When
Kimmy Summers and Gina Damoto had to communicate with other students to recruit
volunteers at their respective universities to help freshmen during campus
move-in day, they chose to use
a. letters from their
colleges’ deans of students.
b. flyers pushed under
dorm-room doors.
c. phone solicitations.
d. ads in their campus
newspapers.
e. social media.
When
thousands of college-age “brand ambassadors” at colleges and universities
across the U.S. needed to recruit volunteers to help incoming freshmen on campus
move-in day, the most effective way to reach the greatest number of students
was by using
a. the campus radio.
b. social media.
c. phone solicitations.
d. ads in the campus
newspaper.
e. hanging ads on dorm-room
handles.
Marketers
use social media to reach the important market of college-age students because
a. of their discretionary
spending.
b. only a small percentage of
students check their Facebook pages.
c. Internet advertising is
ineffective with this age group.
d. these media are less
effective than print and TV advertising.
e. rebellious students reject
the brands their parents buy.
It
is important for marketers to reach college-age students in the U.S. because
a. college age students are
sensitive to the environment, which carries over to their media usage.
b. only a small percentage of
students check their Facebook pages.
c. Internet advertising is
ineffective with this age group.
d. the
information sources they use to make buying decisions.
e. students reject the brands
their parents buy.
According
to Figure 19-1 above, the source of information most used by college students
in 2009 was
a. free samples in a store.
b. advertising on the
television.
c. advertising in magazines.
d. advertising on the
Internet.
e. word of mouth.
According
to Figure 19-1 above, the information source most used in 2000 was
a. advertising on television.
b. information on the
Internet.
c. advertising in magazines.
d. advertising on the
Internet.
e. word of mouth.
According
to Figure 19-1 above, which information source showed the biggest increase in
college student preference from 2000 to 2009?
a. free samples in a store
b. advertising on the
Internet
c. information on the
Internet
d. advertising on television
e. word of mouth
According
to Figure 19-1 above, which information source showed the biggest decrease in
college student preference from 2000 to 2009?
a. free samples in a store
b. information on the
Internet
c. advertising on television
d. advertising on the
Internet
e. word of mouth
What
is another term that is sometimes used interchangeably with “social media?”
a. net platforms
b. Web 3.0
c. user generated content
d. user platforms
e. peer-to-peer networking
Another
term sometimes used interchangeably with “social media” is __________.
a. net platforms
b. Web 3.0
c. Web functionalities
d. Web 2.0
e. peer-to-peer networking
Web
2.0 is a term that describes
a. the increased
functionality of the World Wide Web that increased the interactivity among
users.
b. a technical update of the
World Wide Web.
c. the first Internet
browser.
d. the decreased degree of
interactivity among users.
e. the final published form
of web content.
Web
2.0 is a term that describes
a. a technical update of the
World Wide Web.
b. the highly interactive web
content created by users.
c. the second generation of
Internet browsers.
d. the decreased
interactivity of user generated content.
e. the second revision of
interactive web content.
What
is one way in which the Internet has changed and brought about the term “Web
2.0?”
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
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.
What
is one way in which “Web 2.0” media are different from traditional media?
a. Web 2.0 involves online
media where users submit comments, photos, and videos as well as have genuine
online conversation among multiple users.
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.
A
web page that serves as a publicly accessible personal journal and online forum
for an individual or organization is referred to as a
a. wiki.
b. blog.
c. net platform.
d. Facebook page.
e. “tweet.”
A
blog is a
a. business-oriented website
that lets users create profiles for professional networking.
b. unique type of Internet
browser where search results are personalized for each user.
c. web page that serves as a
publicly accessible personal journal and online forum for an individual or
organization.
d. website where users create
a personal profile, add “friends,” and exchange messages and photos with them.
e. website whose content is
created and edited by the ongoing collaboration of end users.
Which
of the following is the best marketing strategy for promoting Betty Crocker
products using social media?
a. create “Betty Cooks,” a
blog featuring recipes for trendy dishes using Betty Crocker products.
b. monitor e-mail for
customer complaints and respond promptly with a 50% discount coupon
c. hold a cooking contest to
generate new recipes using Betty Crocker products
d. produce commercials
incorporating images of Betty Crocker cooking with Julia Child
e. produce a movie featuring
a female or male cooking her/his way through all the recipes in the latest
edition of the Betty Crocker cookbook
“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. What type of social media
website is “Epicurious?”
a. Web 2.0
b. a Facebook page
c. a wiki
d. a blog
e. a Twitter account
Companies
like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into
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 advertisements.
d. recruiting prospective
employees.
e. customer complaints and
suggestions.
A
website whose content is created and edited by the ongoing collaboration of end
users is known as a
a. wiki.
b. blog.
c. Net platform.
d. Facebook page.
e. “tweet.”
A
wiki is a
a. web page that serves as a
publicly accessible personal journal and online forum for an individual or organization.
b. business-oriented website
that lets users create profiles for professional networking.
c. unique type of Internet
browser where search results are personalized for each user.
d. website where users create
a personal profile, add “friends,” and exchange messages and photos with them.
e. website whose content is
created and edited by the ongoing collaboration of end users.
A
blog is __________, whereas a wiki is __________.
a. a log of an individual’s
Internet activity; Internet activity updated by the user
b. a website for companies to
gather customer insights; an academic tool to post grades and projects
c. a website whose online
content is created and edited by the ongoing collaboration of end users; a
publicly accessible personal journal and online forum for a individual or
organization
d. a publicly accessible
personal journal and online forum for an individual or organization; a website
whose online content is created and edited by the ongoing collaboration of end
users
e. an advertising forum; an
artistic forum
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 __________.
a. Internet browser; blog
b. wiki; blog
c. blog; wiki
d. Facebook; Twitter
e. Twitter; Facebook
Blogs
and wikis differ in that a blog is a diary that shows a __________, while a
wiki shows the end result as a __________.
a. complete thought process;
fragmented group of ideas
b. sequential journey; single
entry
c. single entry; sequential
journey
d. personal side of the user;
formal presentation
e. long narrative; block of
text
User
generated content refers to
a. the content posted by only
one user on his or her private blog.
b. Web 3.0, a new use of the
Web.
c. the content created by one
user on his or her smartphone.
d. another term for social
media.
e. another term for “flash
mobs.”
User
generated content (UGC) refers to
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.
The
various forms of online media content that are publicly available and created
by end users are referred to as
a. user-generated content
(UGC).
b. wikis.
c. net platforms.
d. Facebook pages.
e. mass media.
All
the following statements about user generated content (UGC) are true EXCEPT:
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.
Which
of the following statements about user generated content (UGC) is MOST accurate?
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. UGC is limited to
text-only postings due to the limited bandwith of Internet service providers.
Online
content that is published on a publicly accessible website or social networking
site is a criterion of
a. social networks.
b. user generated content
(UGC).
c. blogs.
d. wikis.
e. YouTube.
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
a. online advertisements.
b. blogs.
c. user generated content
(UGC).
d. wikis.
e. YouTube.
Online
content created by an individual outside of a professional organization without
a commercial market in mind is a criterion of
a. online advertisements.
b. user generated content
(UGC).
c. blogs.
d. wikis.
e. YouTube.
Social
media are
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.
Online
media where users submit news, photos, and videos—often accompanied by a
feedback process to identify “popular” topics—are referred to as
a. gaming websites.
b. Facebook.
c. electronic media.
d. social media.
e. feedback media.
A
single social media site like Facebook or YouTube is referred to as a(n)
a. social network.
b. gaming website.
c. electronic media.
d. social media.
e. feedback media.
Social
networks are
a. gaming websites.
b. Internet browsers.
c. specific social media like
Facebook or YouTube.
d. the replacement for e-mail
to send private messages.
e. social media websites that
are the highest in media richness.
Social
networks can be classified based on (1) __________ and (2) __________.
a. web browsers; apps
b. user generated content
(UGC); organization-sponsored content (OSC)
c. blogs; wikis
d. textual; visual
e. media richness;
self-disclosure.
In
classifying social media, the degree of acoustic, visual, and personal contact
between two communication partners is referred to as
a. user generated content.
b. social value.
c. self-disclosure.
d. media richness.
e. emotive content.
In
classifying social media, self-disclosure is
a. the degree to which a
person’s thoughts, feelings, likes, and dislikes are made public.
b. the degree of acoustic,
visual, and personal contact between two communication partners.
c. an undesirable effect of
social media, in which too much personal information is given resulting in
identity theft.
d. a growing trend in which
telephone and e-mail communications contribute to one’s online profile.
e. behavior that leads to an
unfavorable impression on other online users.
In
classifying social media, media richness is __________, whereas self-disclosure
is __________.
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 or her profile page; adding contact information (telephone, address,
and e-mail) on one’s Facebook page.
In
classifying social media, the degree of acoustic, visual, and personal contact
between two communication partners is referred to as __________, whereas the
degree to which a person’s thoughts, feelings, likes, and dislikes are made
public is referred to as __________.
a. self-disclosure; media
richness.
b. emotional value; social
degree.
c. media richness;
self-disclosure.
d. social degree; emotional
value.
e. media richness;
user-generated content.
Media
richness is __________ in face-to-face communication than telephone or e-mail
communications.
a. equal
b. lower
c. higher
d. more updated
e. less updated
As
the content of a marketing website for a product moves from words to photos,
videos, and animation, the media richness of the site
a. decreases.
b. is not affected.
c. increases.
d. can be manipulated.
e. is undermined.
A
favorable image is affected by the degree of self-disclosure of a person’s
thoughts, feelings, likes, and dislikes.
Greater self-disclosure is likely to __________ the influence on those
reached.
a. decrease
b. not affect
c. undermine
d. manipulate
e. increase
As
the content of a blog or messages posted on social media sites moves from
impersonal to highly personal, the level of self-disclosure __________.
a. decreases
b. is not affected
c. undermines the credibility
of the site
d. increases
e. increases the credibility
of the site
Based
on the social media identified in Figure 19-2 above, 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?
a. upper left
b. upper right
c. lower center
d. lower right
e. lower left
Based
on the social media identified in Figure 19-2 above, the social media site
rated highest in media richness and lowest in self-disclosure is
a. Wikipedia.
b. Facebook.
c. Second Life.
d. World of Warcraft.
e. Farmville.
Based
on the social media identified in Figure 19-2 above, the social media site
rated highest in self-disclosure but lowest in media richness is
a. Facebook.
b. Tumblr.
c. Wikipedia.
d. Foursquare.
e. Farmville.
Based
on the social media identified in Figure 19-2 above, blogs are
a. highly interactive
websites.
b. high in self-disclosure
but low in media richness.
c. low in self-disclosure but
high in media richness.
d. websites that are low in
self-disclosure.
e. websites that are high in
media richness.
Based
on the social media identified in Figure 19-2 above, Wikipedia has a __________
degree of self-disclosure.
a. high
b. medium
c. low
d. average
e. nonexistent
Based
on the social media identified in Figure 19-2 above, Second Life has a
__________ degree of self-disclosure than Call of Duty.
a. higher
b. lower
c. equal
d. more unique
e. more elaborate
Based
on the social media identified in Figure 19-2 above, LinkedIn is
a. medium in self-disclosure
and low in media richness.
b. high in self-disclosure
and medium in media richness.
c. high in self-disclosure
and high in media richness.
d. low in self-disclosure and
medium in media richness.
e. low in self-disclosure and
low in media richness.
Based
on the social media identified in Figure 19-2 above, Foursquare is seen as
a. low in self-disclosure and
low in media richness.
b. low in self-disclosure and
medium in media richness.
c. high in self-disclosure
and high in media richness.
d. medium in self-disclosure
and medium in media richness.
e. low in self-disclosure and
high in media richness.
What
did Toyota do to reach World of Warcraft’s 2.5 million U.S. players?
a. Toyota sponsored an
expansion pack of the game.
b. Toyota purchased the
personal information of users from the game company to send e-mails.
c. Toyota used mechanics and
pictures in a commercial.
d. Toyota paid to have
likenesses of their vehicles appear in the game as product placement.
e. Toyota paid to have ads placed
on the game’s website.
When
Toyota featured images from the World of Warcraft game in a TV commercial, it
demonstrated that World of Warcraft has a high degree of __________, as
visuals, graphics, and animations were the major draw for World of Warcraft
users.
a. media richness
b. self-disclosure
c. character development
d. product placement
e. “wikiness”
In
what way are traditional and social media similar?
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.
All
of the following are differences between social and traditional media EXCEPT:
a. the number of and skills
required to produce and train personnel to produce the media.
b. the permanence of the
media.
c. the credibility of the
media.
d. the ability to reach a
mass or specialized market segment.
e. the privacy and anonymity
of the media.
While
brand managers use both traditional and social media to promote and advertise
their products, traditional media __________, while social media __________.
a. appeal to a younger
audience; appeal to a middle-aged audience
b. are cheaper; are more
creative
c. are produced quickly and
inexpensively by an individual; are expensive to produce and may take a team of
specialists months to complete
d. are generally accessible
everywhere to those with smartphones, computers, and tablet devices; are
typically produced by an individual and privately owned by them
e. take longer to produce and
use a team of specialists; can be produced inexpensively and quickly by an
individual
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
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. the content of social
media cannot be altered after publication.
Whereas
traditional media build credibility through “experts” being “influencers” in a
particular field, with social media a sender often simply begins to participate
in the __________, hoping that the quality of the message will establish
credibility with the receivers.
a. “digital thread”
b. “amateur discussion”
c. “discussion pool”
d. “information superhighway”
e. “conversation”
All
of the following are the four more widely social media networks discussed in
the text EXCEPT:
a. Twitter.
b. YouTube.
c. Facebook.
d. LinkedIn.
e. Groupon.
Facebook
is
a. a website where users may
create a personal profile, add other users as friends, and exchange comments,
photos, videos, and “likes” with them.
b. a website that enables
users to send and receive “tweets,” messages up to 140 characters long.
c. a business-oriented
website that lets users post their professional profiles to connect to a
network of businesspeople.
d. a video-sharing website in
which users can upload, distribute, view, and comment on videos.
e. a website that enables online
customers to use their collective buying power to take advantage of deeply
discounted prices for a product or service each day.
The
social media website open to anyone age 13 and over, where users keep family
and friends up to date on what they are thinking, doing, and feeling; chat with
friends; and create and join common-interest groups organized by workplace,
high school, college, and Pages is
a. Twitter.
b. Vimeo.
c. Facebook.
d. YouTube.
e. LinkedIn.
Which
of the following statements is true about Facebook?
a. Facebook is second to
Twitter in the number of registered users.
b. Facebook has remained a
“closed system,” which means outside search engines such as Google or Bing
cannot catalog information about a particular brand or topic.
c. Facebook is the social
media website where users upload more videos to its site than any other site.
d. Facebook’s official
smartphone app uses location-based technology so users can “check-in” to local
businesses to receive targeted promotional offers.
e. Facebook is a social media
website with the primary purpose of enabling users to network and connect with
others in their profession.
Which
of the following statements about Facebook is MOST accurate?
a. Facebook is the third
most-used social network.
b. Facebook has a global
presence and is accessible in over 70 languages.
c. Facebook has almost 80
million active users.
d. Facebook lets people keep
in touch through long text-entries similar to e-mail.
e. Facebook is just as
successful as Twitter.
In
its early years, Facebook was a “closed” system, which meant that Facebook
a. prevented outside search
engines from cataloguing and reporting mentions of a brand.
b. put a limit on the number
of countries in which Facebook could be accessed, such as China.
c. had a policy to prevent
collaboration with other sites such as MySpace.
d. restricted brands from
creating awareness through an individual Facebook Page.
e. allowed users to have
strict control over who shared their photos.
If
Facebook was a “closed” system of private and personal profiles, how could
brand managers use Facebook in their advertising strategy?
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 staff developed
ads for companies who wanted to advertise on Facebook.
d. Facebook charged companies
when their brand was mentioned in a user’s profile.
e. Facebook allowed brand
managers to promote their business on Facebook separate from their private and
personal profiles.
Aside
from an individual Facebook Page for a brand, what is the other mode of
advertising on Facebook?
a. Messages are sent to the
“inbox” on a user’s profile page.
b. Pop-up ads appear after a
user logs in.
c. Ads appear on the
right-hand side of a user’s profile page.
d. They are integrated into
the “newsfeed” on a Facebook user’s home page.
e. Facebook does not allow
for any other forms of advertising.
The
marketing challenge for the brand manager using a Facebook Page is to post and
create content that will generate the best response. This goal can be accomplished by
a. updating content regularly
to keep it fresh.
b. using familiar imagery and
messaging, but adding a twist.
c. engaging users and letting
them guide site content.
d. leveraging existing media
assets for the brand.
e. all of the above.
What
is a reason users have “unliked” a brand’s Facebook Page?
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. The Page isn’t updated and
users lose interest.
Facebook
came under fire in December 2009 when it made significant changes to the
privacy settings of users. These changes
to privacy settings resulted in
a. releasing user’s personal
information, such as name, picture, gender, and a list of friends, “by
default.”
b. wall posts being lost.
c. friends being lost.
d. additional privacy and
security for its users who provided a detailed Facebook Page, sent
automatically to the company.
e. products being “unliked.”
The
requirement that users “opt-out” of changes to Facebook’s privacy settings was
considered unethical because
a. “by default” privacy
settings would not be changed.
b. all Facebook users want
automatic updates to new features such as facial recognition.
c. Facebook was providing
additional privacy and security for its users.
d. “by default” privacy
settings would be changed.
e. the new privacy settings
made it harder for brand managers to find “evangelist” consumers of their
products.
Facebook
consistently addresses issues related to user privacy because users post
personal information to their Facebook accounts and
a. have a right to know if
Facebook changes the way their personal information is released.
b. use search engines such as
Google and Bing.
c. make them “opt-out” of
privacy setting changes.
d. “by default” have their
privacy settings changed by Facebook employees.
e. not object if their
personal information is made public without their permission.
In
thinking about starting an ad campaign on Facebook, the brand manager considers
a. that each user who visits
a Facebook Page will see the same advertisement.
b. whether the ad has a
balance of text, audio, and video when it is placed on users’ Facebook Pages.
c. letting users specify ad
positioning and placement on the Facebook Page.
d. tracking new sales
produced by the ad by linking it to a coupon code, product, or promotional
offer.
e. that advertising on
Facebook Pages is free and is an economical advertising strategy.
To
create a successful advertising campaign on Facebook, a good strategy a brand
manager can use is to
a. create ads that will
appear in a specified, strategic position on every page when users log into
their profiles.
b. create and send an e-mail
message to every registered Facebook user.
c. create video ads with a
funny, engaging, character spokesperson for the brand that will capture users’
attention and “go viral.”
d. create ads that
incorporate controversial topics like religion and politics to get Facebook
users to “like” their Page.
e. create a Facebook profile
for every employee to show Facebook users the professionalism and dedication of
the marketing team.
Twitter
is
a. a website where users may
create a personal profile, add other users as friends, and exchange comments,
photos, videos, and “likes” with them.
b. a website that enables
users to send and receive short messages up to 140 characters long.
c. a business-oriented
website that lets users post their professional profiles to connect to a
network of businesspeople.
d. a video-sharing website in
which users can upload, distribute, view, and comment on videos.
e. a website enables online
customers to use their collective buying power to take advantage of deeply
discounted prices for a product or service each day.
The
website that enables users to send and receive messages up to 140 characters
long is
a. LinkedIn.
b. YouTube.
c. Twitter.
d. Facebook.
e. Friendster.
In
a recent analysis, what percentage of “tweets” on Twitter was considered
“pointless babble?”
a. 3%
b. 6%
c. 9%
d. 38%
e. 41%
In
assessing the value of tweets, Twitter users considered the majority of tweets
to be
a. news.
b. self-promotion.
c. conversational.
d. pointless babble.
e. spam.
A
downfall to Twitter is that users can feel __________, as they need to check
messages at odd hours, and have higher mobile phone bills.
a. “too connected”
b. “their privacy has been ‘violated’”
c. “addicted” to Twitter
d. “easily bored” by the
repetitive messages
e. they’ve experienced a
“lifestyle change”
Brand
managers can use Twitter strategically to
a. respond to user criticisms
to develop happier customers.
b. generate brand buzz by
developing an official Twitter profile.
c. tweet on topics that
provide information of value to their customers.
d. follow Twitter profiles
that mention their products.
e. all of the above.
Brand
managers find out what people are saying about their brand on Twitter by
a. having employees perform
spot-checks on posts.
b. creating their own Twitter
account and seeing what “followers” say on Facebook.
c. using keyword search
monitoring from services such as CoTweet or HootSuite.
d. recognizing that posts are
too brief to allow for a substantive mention of their brand.
e. employing outside search
services such as Google and Bing.
When
promoting its new Fiesta subcompact, Ford’s “Fiesta movement” on Twitter
received __________ tweets.
a. 100,000
b. 400,000
c. 1 million
d. 4 million
e. 10 million
As
a consultant to a brand manager, which social media marketing strategy would
you recommend to your client to build the customer base?
a. Hire celebrities to tweet
about using their product.
b. Run concurrent specials on
multiple social media platforms such as Facebook and Twitter.
c. Use tweets to drive
traffic to the brand’s website.
d. All of the above.
e. None of the above.
If
you wanted to generate brand buzz for an upcoming product using Twitter, what
is the best way to implement Twitter?
a. Monitor other Twitter
accounts for negative mentions of your brand.
b. Defend your brand
aggressively on your Twitter account for happier customers.
c. Create an account and
generate followers through posting photos of the new product.
d. Create an account and
tweet several times a day for a few weeks before releasing the product.
e. Post on current events,
such as an upcoming political election, to be interesting and unexpected.
LinkedIn
is
a. a website where users may create
a personal profile, add other users as friends, and exchange comments, photos,
videos, and “likes” with them.
b. a website that enables
users to send and receive short messages up to 140 characters long.
c. a business-oriented
website that lets users post their professional profiles to connect to a
network of businesspeople.
d. a video-sharing website in
which users can upload, distribute, view, and comment on videos.
e. a website enables online
customers to use their collective buying power to take advantage of deeply
discounted prices for a product or service each day.
Through
a network of businesspeople known as __________, members of LinkedIn gain an
introduction to someone they wish to know through a mutual, trusted contact.
a. “followers”
b. “colleagues”
c. “contacts”
d. “connections”
e. “friends”
The
business-oriented website that lets users post their profiles and connect to a
network for business people is
a. LinkedIn.
b. YouTube.
c. Twitter.
d. Facebook.
e. Friendster.
The
social network primarily used for professional networking and job searching is
a. Twitter.
b. LinkedIn.
c. Facebook.
d. YouTube.
e. Farmville.
What
is the primary purpose of LinkedIn?
a. LinkedIn keeps track of
business trends and news updates.
b. LinkedIn provides a way to
integrate all of one’s social networks into one comprehensive news feed.
c. LinkedIn provides a forum
for discussion about the difficulties and stresses of the job market.
d. LinkedIn provides a forum
to create a conversation between large companies and their employees.
e. LinkedIn is a platform for
professional networking and job searching.
Brand
managers can strategically use LinkedIn to
a. find sales leads.
b. organize focus groups.
c. network with
industry-related groups.
d. none of the above.
e. all of the above.
If
a brand manager wanted to use LinkedIn to promote his or her brand, the best
way would be to
a. monitor profiles for
negative mentions of their brand.
b. create a profile for their
brand.
c. use profiles of company
employees for business-to-business image building.
d. try to accumulate online
“followers” for the business.
e. buy ad space on the
LinkedIn website.
YouTube
is
a. a website where users may
create a personal profile, add other users as friends, and exchange comments,
photos, videos, and “likes” with them.
b. a website that enables
users to send and receive short messages up to 140 characters long.
c. a business-oriented
website that lets users post their professional profiles to connect to a
network of businesspeople.
d. a video-sharing website in
which users can upload, distribute, view, and comment on videos.
e. a website enables online
customers to use their collective buying power to take advantage of deeply
discounted prices for a product or service each day.
All
of the following statements about YouTube are true EXCEPT:
a. registered users can
upload an unlimited number of videos.
b. every minute, 48 hours of
video is uploaded to the site.
c. seventy percent of the
video traffic comes from outside the U.S.
d. unregistered users can
watch videos but cannot upload them.
e. most of the content is
uploaded by companies like CBS, 3M, and Home Depot.
The
social network that is used solely for sharing videos is
a. Google.
b. Facebook.
c. YouTube.
d. Twitter.
e. LinkedIn.
If
a brand manager wants to explain the benefits of using a complex product to
consumers, the best social network to use is
a. YouTube.
b. LinkedIn.
c. Facebook.
d. Twitter.
e. Google Chrome.
The three guidelines on marketing and
promoting a brand using YouTube include: (1) create a channel rich in key words
to improve the odds of the video showing up in user searches; (2) target
viewers by using YouTube’s insights and analytics research to reveal the number
of views, where they originate within YouTube, and what key words are driving
user visits; and (3) __________.
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. remember that money matters—cost is a factor
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
If
a brand manager for Honda creates an offbeat and funny video featuring its
latest model, the best social networking site to publish the video for
marketing purposes would be __________.
a. Facebook
b. LinkedIn
c. Twitter
d. YouTube
e. the Honda website
YouTube
would be an excellent social network to advertise all of the following products
EXCEPT:
a. power tools.
b. financial services.
c. cars.
d. men’s cologne.
e. blenders.
A
popular social network used by college students to find and share the best
content on the Web is
a. Tumblr.
b. Flickr.
c. Vimeo.
d. Hi5.
e. StumbleUpon.
Traditional
media use one-way communication to advertise their products. The consumers are therefore referred to as
__________.
a. one-way consumers
b. passive receivers
c. end-receivers
d. traditional consumers
e. traditional receivers
Social
media advertising is helpful to brand managers because consumers are
__________.
a. end users who buy products
online.
b. end receivers who buy
products online.
c. traditional consumers who
buy products in retail stores.
d. active receivers who send
UGC to both friends and advertisers.
e. traditional receivers who
buy products online.
Social
media deliberately seek to ensure that the message does not end with an
individual receiver. Social media seek
to reach __________.
a. “two-way receivers”
b. “end receivers”
c. “active receivers”
d. “followers”
e. “connections”
An
“active receiver” who is “delighted” with the brand advertised and sends
messages to his or her online friends about the brand is referred to as a(n)
__________.
a. “expert”
b. “follower”
c. “end-receiver”
d. “traditional consumer”
e. “evangelist”
Within
the context of social media, an “evangelist” is an online user who
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. develops his or her own
Facebook, Twitter, and/or YouTube following, and therefore, should be contacted
by advertisers about his or her website.
Marketers
can use one of two strategies: the first strategy uses Groupon and Living
Social Deals, and the second strategy uses ads in newspapers, magazines, and on
TV. The difference between these two
types of marketing strategies is that the first one targets consumers who are
__________ and the second one targets consumers who are __________.
a. “passive receivers”;
“active receivers”
b. an older demographic; a
younger demographic
c. wealthy; disadvantaged
d. “active receivers”;
“passive receivers”
e. disadvantaged; wealthy
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) the number of daily visitors to the
website, (2) __________, and (3) the focus of the website
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
characteristics of these visitors
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
According
to Figure 19-5 above, Facebook had slightly over __________ unique U.S.
visitors per day by September 2011.
a. 20 million
b. 30 million
c. 70 million
d. 150 million
e. 800 million
According
to Figure 19-5 above, which social network was closest to Facebook terms of
unique U.S. visitors per month as of September 2011?
a. LinkedIn
b. YouTube
c. Twitter
d. Angry Birds
e. Plants vs. Zombies
According
to Figure 19-5 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
September 2011 is
a. Facebook, LinkedIn,
YouTube, and Twitter.
b. Facebook, Twitter, YouTube,
and LinkedIn.
c. Facebook, YouTube,
Twitter, and LinkedIn.
d. Facebook, YouTube,
LinkedIn, and Twitter.
e. Twitter, Facebook,
YouTube, and LinkedIn.
According
to Figure 19-5 above, the correct rank order of social media sites from least
to most popular as measured by the number of unique U.S. visitors as of
September 2011 is
a. LinkedIn, Twitter,
YouTube, and Facebook.
b. Facebook, LinkedIn,
YouTube, and Twitter.
c. YouTube, LinkedIn,
Twitter, and Facebook.
d. Facebook, Vimeo, YouTube,
and Twitter.
e. Twitter, Facebook,
YouTube, and LinkedIn.
Using
the information provided in Figure 19-6 above, what is the MOST LIKELY profile of a Facebook visitor in late 2011?
a. a male, under 25 years
old, earning less than $25, 000, with at most a high school diploma
b. a female, 55 + years old,
earning $25,000 to $49,999 with at least a college degree
c. a female, 45 to 54 years
old, earning $25, 000 to $74,999, with some college education
d. a male, 18 to 34 years
old, earning $25,000 to $9,999, with a bachelors degree
e. cannot be determined from
the information provided
One
of the advantages of social media is that communities can form around ideas,
interests, and commonalities regardless of the physical location of their
members. The best way to use this advantage
to market a product is to
a. identify the niche
audience of consumers to target and choose the appropriate social network to
reach this audience.
b. use Facebook to reach the
niche audience of consumers because it is the largest, most popular social
network.
c. use Twitter to create a
buzz in the niche audience of consumers to target and get them “tweeting.”
d. identify consumers in the
niche audience who are “passive receivers.”
e. create a YouTube video
because it is the highest in “media richness” and will capture the attention of
the niche audience.
While
YouTube and Vimeo both allow users to upload videos, Vimeo focuses on
__________ and YouTube focuses on __________.
a. videos that will appeal to
a younger audience; videos that will appeal to a middle-aged audience
b. videos with artistic
content; videos with broad appeal
c. videos with broad appeal;
videos with more artistic content
d. upcoming movie trailers;
amateur stunt videos
e. videos that will generate
a profit; videos that will build social awareness
The
brand manager of Nikon’s newest camera product has decided create a video for
an advertising campaign to be presented to a narrow, sophistical target market
on one of the social networks. The best
social network to reach his target audience of professional photographers is
a. YouTube.
b. LinkedIn
c. Facebook.
d. Vimeo.
e. Instagram.
How
does Facebook generate its sales revenue from ads?
a. Facebook allows companies’
ads to show up in pop-up windows throughout the site.
b. Facebook charges companies
to create a Facebook Page for their brands.
c. Facebook charges for ads
to appear along the right-hand section of a Facebook webpage.
d. Facebook staff members create
ads for companies who want to advertise on Facebook.
e. Facebook charges companies
every time their brand is mentioned in a user’s profile.
What
is a main difference between advertising in traditional print media and
advertising on Facebook?
a. Brand managers compose the
title, the copy, and the images or photos of the ad.
b. Demographics are not taken
into account when placing ads on Facebook.
c. Brand managers do not keep
an expense budget for Facebook ads.
d. Brand managers cannot
control the content of their Facebook ads—the advertising agency does.
e. Brand managers do not select
the placement of where the ads are seen on Facebook.
What
is the challenge presented to brand managers by social media advertising?
a. Brand managers need to
convince social networks to post their ads free of charge.
b. Brand managers need to
connect the cost of new social network promotions to the sales they generate.
c. Brand managers need to
create “universally appealing” ads as they cannot target specific demographics
on social networks.
d. Brand managers need to
estimate how many users have clicked on their ads, leading to difficulties in
assessing an ad’s effectiveness.
e. Brand managers need to
deal with having only a limited selection of social networking platforms to
advertise on.
An
example of a performance measure linked to inputs or costs in social media
advertising is
a. Facebook allows companies’
ads to show up in pop-up windows throughout the site.
b. Facebook charges companies
to create a Facebook Page for their brands.
c. Facebook staff members create
ads for companies who want to advertise on Facebook.
d. Facebook charges for ads
to appear along the right-hand section of a Facebook webpage.
e. Facebook charges companies
every time their brand is mentioned in a user’s profile.
Performance
measures for social media are divided into these two types: __________ and
__________.
a. number of photos uploaded;
number of characters types (comments, tweets, etc.)
b. purchases made online;
purchases made in a store as a result of a link from a social media website
c. traditional media costs;
social media costs
d. number of views of a
YouTube video; a viral video on Vimeo
e. those linked to inputs or
costs; those tied to the outputs or revenues
A
fixed amount paid to a site for posting an ad for a finite amount of time is
referred to as
a. cost per thousand (CPM).
b. cost per click (CPC).
c. cost per action (CPA).
d. negotiated (cost).
e. commission (cost).
Negotiated
(cost) is a measure in which
a. a fixed amount of money
paid to the site for every visitor who clicks on this ad and goes from the
website to the advertiser’s site.
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 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 a visitor
gets for clicking on the ad.
Cost
per thousand is a measure in which
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 goes from the
website to the advertiser’s site.
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 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.
A
fixed amount of money paid for every 1,000 times an ad loads and a visitor
might see it is referred to as
a. negotiated cost.
b. cost per thousand.
c. cost per action.
d. cost per click.
e. fixed cost.
A
fixed amount of money paid to the site for every visitor who clicks on an ad
and goes from the website to the advertiser’s site is referred to as
a. online measure.
b. cost per thousand.
c. negotiated measure.
d. cost per action.
e. cost per click.
Cost
per click is a measure in which
a. a fixed amount of money
paid to the site for every visitor who clicks on an ad and goes from the
website to the advertiser’s site.
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.
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
__________.
a. set rate; fixed amount
b. cost per click; cost per
thousand
c. fixed amount; set rate
d. cost per thousand; cost
per click
e. traditional cost; standard
cost
Cost
per click is a performance measure in which __________, whereas cost per
thousand is a performance measure in which __________.
a. a company paying a set
amount to Facebook for every purchase that originated from an ad on a website;
a company that pays pennies for every time its ad loads on a Facebook page, up
to $10,000
b. a company that pays
pennies for every time its ad loads on a Facebook page, up to $10,000; a
company paying a set amount to Facebook for every time a user clicks on its ad
c. a company paying a set
amount to Facebook for every time a user clicks on its ad and goes to its
website; a company that pays pennies for every time its ad loads on a Facebook
page, up to $10,000
d. a company paying a set
amount to Facebook for every purchase that originated from an ad on a website;
a company paying a set amount for the ad to be placed on the website for a
certain amount of time
e. a company paying a set
amount for the ad to be placed on the website for a certain amount of time; a
company paying a set amount to Facebook for every purchase that originated from
an ad on a website
Cost
per action refers to
a. a fixed amount of money
paid to the site for every time a visitor clicks on the ad.
b. a fixed amount of money
paid to the site for placement of the ad.
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 percentage the
site gets paid for placing the ad.
e. a fixed discount given to
a visitor for clicking on the ad.
The
__________ measure most closely ties the cost of the social media ad to the
sales revenues the ad generates.
a. cost per click.
b. cost per thousand.
c. negotiated measure.
d. cost per view.
e. cost per action.
A
business hoping to generate large online sales through posting ads on social
networking sites but only pay when an ad actually generates a sale should use a
performance measure of
a. “cost per action,” and pay
$50 for every purchase that originated from an ad on the site.
b. “cost per thousand,” and
pay $0.50 for every time an ad loads, up to $100 per month.
c. a “negotiated measure,”
and pay $100 to post their ad for two weeks.
d. “cost per click,” and pay
$0.50 for every visitor who clicks on the ad and goes to their website.
e. “cost per liker,” and pay
$1.00 for every visitor who likes the advertised product.
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
a. followers.
b. visitors.
c. lookers.
d. fans.
e. likers.
In
terms of performance measures, fans are
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. the
brand’s share or percentage of all the online social media chatter related to
its product category or a topic.
As
a performance measure, share of voice is
a. the number of comments
users are making on a product or a brand.
b. the percentage of comments
users are making on the unique videos posted about a product or brand.
c. the brand’s share or
percentage of all the online social media chatter related to a product category
or topic.
d. the number of users
tweeting about a brand or product.
e. the number of users chatting
online about a brand or product.
The
number of times a Facebook Page is loaded in a given time period is referred to
as
a. page views.
b. page rate.
c. page load rate.
d. load rate.
e. view rate.
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).
a. followers; fans
b. unique fans; visitors
c. fans; unique visitors
d. fans; unique page views
e. visitors; unique visitors
In
terms of performance measures important to marketing managers, unique visitors
are
a. the total number of pages
fans visit on any of a brand’s social media sites in a given time period.
b. the total number of
Facebook Page views in one day.
c. the total number of product website views on YouTube.
d. visitors who post unique
comments on a product’s Facebook Page.
e. the total number of unique
visitors to a Facebook Page in a given time period.
The
number of Page views divided by visitors in a given time period is referred to
as
a. daily page views.
b. the average page views per
visitor.
c. website visitors per day.
d. the website view rate.
e. the interaction rate.
The
performance measure of average Page views per visitor is the number of
a. visitors who land on a
brand’s Facebook Page by clicking on a Google ad.
b. visitors to a brand’s
website.
c. visitors who view pages
and comment in a given time period.
d. page views divided by
visitors in a given time period.
e. visitors to a website who
click on a link.
The
total number of people who interact with a Post (for example, “like” or make a
comment) divided by the total number of people seeing the Post is the
a. fan rate.
b. liker rate.
c. reader rate.
d. active receiver rate.
e. interaction rate.
The
interaction rate is
a. the total number of people
who are fans of the Post divided by the total number of people in the target
demographic.
b. the number of people who
“like” a Post.
c. the number of people who
read a Post on a Page divided by the total number of people seeing the Post.
d. the number of people who
interact with a Post divided by the total number of people seeing the Post.
e. the number of people who
visit the product website and click on at least one link.
The
click-through rate is
a. the percentage of
recipients who have clicked on a link on the Page to visit a specific site.
b. the percentage of e-mail
recipients who buy the product after receiving a targeted message with an
embedded link.
c. the percentage of
customers who buy a product from the brand website.
d. the total number of people
who have visited a brand’s Facebook Page and have become Facebook fans of the product.
e. the total number of people
who have purchased the product online divided by the number of people viewing
the Page.
The
percentage of recipients who have clicked on a link on the Page to visit a
specific site is the
a. fan percentage.
b. click-through rate.
c. specific-website rate.
d. recipient rate.
e. website link rate.
Where
a social network following comes from—with fans coming from a friend being more
valuable than those coming from an ad—is referred to as a
a. friendster.
b. friend visitor.
c. fan source.
d. fan base.
e. friend source.
A
fan source is
a. where a social network
following comes from—with every source being of equal value.
b. where a social network
following comes from—with fans coming from a friend being more valuable than
those coming from an ad.
c. the source of all Facebook
fans in the target demographic for a particular brand.
d. the number of fans who
interact with a Facebook Page.
e. the number of fans who are
evangelists for a brand.
Performance
measures for output and revenues for social media are
a. less specific than those
for traditional media.
b. easier to track for
traditional media such as newspapers and magazines because marketing managers
can track the circulation numbers.
c. easiest to track using
Twitter.
d. more specific than those
for traditional media.
e. the same as for
traditional media.
The
issue between Nestlé and Greenpeace over Nestlé’s Kit Kat candy bar was that
a. the palm oil Nestlé was
using in the candy bar was nonsustainable.
b. Greenpeace praised Nestlé
Corporation’s sense of social responsibility and commitment to global sustainability.
c. Greenpeace decided to use
Twitter to start a conversation among environmentalists urging them to buy
Nestlé’s Kit Kat candy bars.
d. the palm oil Nestlé was
using in the candy bar contained synthetic preservatives.
e. the palm oil Nestlé was using
in the candy bar was sustainable.
Nestlé
received a lot of bad press and negative customer feedback during Greenpeace’s
campaign because of Nestlé’s __________ comments made on its Facebook Page.
a. unresponsive and silent
b. dogmatic and preachy
c. transparent and honest
d. bitter and petulant
e. uninformed and oblivious
The
Greenpeace campaign against Nestlé using social media was effective because
a. Greenpeace quickly agreed
that Nestlé appeared to be acting in a socially responsible manner with a
commitment to global sustainability.
b. by using social media
instead of traditional media, Greenpeace was saving trees.
c. Greenpeace effectively
used a variety of media, both traditional and social, for its “shock campaign.”
d. the attention Greenpeace garnered
helped to promote the sales of Nestlé’s
Kit Kat candy bars.
e. Nestlé immediately
apologized and pledged to end its use of nonsustainable palm oil.
How
did Greenpeace use social media to leverage “crowd power” to get Nestlé to
capitulate to its demands?
a. Greenpeace hacked into
Nestlé’s website.
b. Greenpeace posted a
provocative video on YouTube, then later on Vimeo.
c. Greenpeace swarmed
Nestlé’s Facebook Page with comments.
d. Greenpeace protested
Nestlé’s policies on a television talk show.
e. Greenpeace got experts to
testify against Nestlé’s environmentally unsound actions.
What
is the best way a brand manager might deal with “key influencers” during a
social media attack on a brand?
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. Accept whatever solution
they offer, as they will not cooperate any other way.
Which
of the following responses does the textbook recommend a brand manager take
during a social media attack on a brand?
a. Respond immediately
respond to the attack with aggression to get the attackers to back down.
b. Ignore your detractors so
they will stop commenting.
c. Communicate your solution
through multiple social media platforms.
d. Use only traditional media
to reach the target audience because the issues can be explored in greater
detail that way.
e. Accept whatever solution
the attackers offer, as quickly as possible.
Smart
systems are
a. computer-based networks
that trigger actions by sensing changes in the real or digital world.
b. highly organized social
media campaigns to protest a brand.
c. social networking sites
that allow for people to keep in touch with photos, videos, and short-text
entries.
d. financially successful
social networking sites.
e. programs that provide
measures of an ad’s success on social networking sites.
Computer-based
networks that trigger actions by sensing changes in the real or digital world
are known as
a. global marketing
platforms.
b. convergence systems.
c. intelligence technologies.
d. smart systems.
e. social networking sites.
An
example of a smart system is(are)
a. social networking sites at
colleges and universities.
b. location-based app
downloaded to a GPS-enabled smartphone.
c. global marketing
strategies that leverage advertising assets to multiple countries.
d. convergence systems.
e. online retailers.
Smart
systems are called “smart” because
a. a user needs to be
intelligent to use them efficiently and effectively.
b. users are primarily
located at colleges and universities.
c. in this case “smart” means
fashionable or cool.
d. users have to be smart to
excel at playing games such as Angry Birds on smartphones.
e. they use various sensing
features to facilitate more dynamic interactions with consumers.
The
convergence of real and digital worlds is the result of
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 (PARC).
Apps
are
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 to provide special
functions for these devices.
d. a failed marketing gimmick
to advertise the benefits of smartphones.
e. programs that can be used
to organize large groups to form protests on social networking sites.
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
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. an app released by Esquire that lets a customer look at
different brands and order the one he or she wants.
A
consumer who is out shopping and searching for a particular product can find
the store with the best price by using
a. Instagram.
b. Twitter.
c. Facebook.
d. an app released by
Facebook that lets customers receive discounts for “checking in” at a store location.
e. an app released by The
Find, where a customer can search for the product among 500,000 stores.
Smartphone
apps are providing stiff competition for physical retail stores because
a. consumers using the app
Instagram can shop instantly.
b. consumers can “tweet”
their product preferences.
c. consumers can create and
save shopping lists on their smartphones.
d. consumers can
simultaneously check prices at other stores while shopping for a product in a
brick-and-mortar retail store.
e. consumers using the app
ShopKick receive credit, discounts, and other incentives for walking into a
brick-and-mortar retail store.
What
is the number one paid iPhone app?
a. Instagram
b. Farmville
c. Angry Birds
d. Twitter
e. Plants vs. Zombies
Facebook’s
charging for user actions that generate more sales for advertisers demonstrates
a. the influence of social
network users in the marketplace.
b. the monopoly of Facebook
over the marketplace.
c. the increasing
effectiveness of advertising on social networking sites.
d. the convergence of social
networking sites with each other.
e. the ethically questionable
mode of Facebook charging advertisers for using their site.
An
unintended effect of the proliferation of social media is
a. users are more connected
than ever.
b. entrepreneurs are able to
create start-up businesses with less financial investment than was required in
the past decades.
c. Twitter is gaining in
popularity and will soon surpass Facebook as the most popular social media
site.
d. both YouTube and Vimeo
became video sites.
e. LinkedIn is a site for
business professionals to network.
The
2010 T-Mobile holiday TV ad featuring Chuck Norris planned to use a __________
marketing strategy tailored to consumers in a single country—the Czech
Republic. But it crossed country
boundaries to reach Polish and Slovakian consumers.
a. single-country
b. cultural
c. limited
d. global
e. multidomestic
T-Mobile’s
2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations
of success by becoming popular not only in the Czech network but in neighboring
Poland and Slovakia as well. While this
started as a __________ marketing strategy targeted as a single country, it
crossed country boundaries and became a global marketing strategy.
a. intracultural
b. multidomestic
c. intercultural
d. convergence
e. social network
China
has consistently blocked __________ use by its citizens.
a. Internet
b. Twitter
c. gmail
d. Facebook
e. smartphone
The
AOI marketing team planned a(n) __________ between the Bitter Girls name and
the __________ of the girls in the description of them.
a. positive, supportive
connection; dark, “edgy,” sullen nature
b. an empowering connection;
typical “tween and teen” characteristics
c. ironic disconnect; bitter,
sullen nature
d. similarity; dark, “edgy,”
sullen nature
e. deliberate disconnect;
positive nature
The
concept underlying Bitter Girls focuses on
a. the
most-popular-girl-in-her-high-school-class model.
b. bringing introverted girls
out of their shells.
c. increasing the assertiveness
of shy girls.
d. a message that is
uplifting and empowering for girls.
e. the
least-popular-girl-in-her-high-school-class model.
The
concept underlying Bitter Girls was developed because the AOI team wanted to
a. empower tween and teen
girls who do not fit into the most-popular-girl-in-high-school model.
b. bring out the sullenness
of this age group.
c. encourage tween and teen
girls to turn from bitter to sweet.
d. downplay a message that is
uplifting and empowering for girls.
e. support the least-popular-girl-in-her-high-school-class
model.
With
a limited marketing budget, the AOI team concluded the best way to develop a
following was to
a. develop a hypothetical
LinkedIn “connection” for each Bitter Girl.
b. produce a 3-minute YouTube
video, hoping it would go viral.
c. utilize its own website
and Facebook.
d. aggressively describe
Bitter Girls on Twitter.
e. feature creative stories
about each Bitter Girl that then appear on Vimeo.
The
AOI marketing team used the following approach in its Bitter Girls marketing
strategy to develop a following in its target market by
a. setting up a Twitter
account for each of the Bitter Girls.
b. producing a six-minute
YouTube video, featuring a one-minute cameo appearance by each girl.
c. creating a hypothetical
LinkedIn “connection” for each Bitter Girl.
d. creating an official
Facebook Page, developed a story line on Facebook, and ran highly targeted
Facebook ads.
e. asking Facebook fans to
submit creative stories about each Bitter Girl.
No comments:
Post a Comment