Question 1

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use is to

Accepted Answer

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" theirE) B) and D)
F) B) and C)

Question 2

-Based on the social media identified in Figure 16-1 above,Second Life has a __________ degree of self-disclosure than Call of Duty.

Accepted Answer

A)  higher
B)  lower
C)  equal
D)  more unique
E)  more elaborateF) A) and C)
G) None of the above

Question 3

Twitter is

Accepted Answer

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

Question 4

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:

Accepted Answer

A)  defines the characteristics of the one or more market segments she wants to reach.
B)  buy placement on a specific section on a Facebook site.
C)  composes title and copy for the ad.
D)  decides on the images (photos and videos) used to promote the brand.
E)  specifies the web address(es) to which its ad should link based on the brand's social media marketing goals.F) C) and D)
G) D) and E)

Question 5

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

Accepted Answer

A)  the palm oil Nestlé was using in the candy bar was unsustainable.
B)  Greenpeace praised Nestlé'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.F) D) and E)
G) B) and E)

Question 6

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) C) and E)
G) A) and E)

Question 7

Smartphone apps are providing stiff competition for physical retail stores because

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

All of the following statements about YouTube are true EXCEPT:

Accepted Answer

A)  registered users can upload an unlimited number of videos.
B)  every minute 72 hours of video is uploaded to the site.
C)  many companies now offer video content through a new partnership with this social network.
D)  many users were dismayed that YouTube recently redesigned its home page.
E)  most of the content is uploaded by Fortune 1000 companies like CBS,3M,and Home Depot.F) None of the above
G) A) and B)

Question 10

Smart systems are called "smart" because

Accepted Answer

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

Question 11

All of the following are tips experts recommend to users of LinkedIn EXCEPT:

Accepted Answer

A)  grow your network.
B)  brand yourself as an expert in your career field.
C)  don't be presumptuous by showing how you can help a prospective employer.
D)  make sure your profile is complete.
E)  make sure your profile is current,even listing your present employer.F) A) and B)
G) C) and D)

Question 12

A recent T-Mobile holiday TV ad featuring Chuck Norris used a __________ marketing strategy tailored to consumers in a single country-the Czech Republic.

Accepted Answer

A)  single-country
B)  cultural
C)  limited
D)  global
E)  multidomesticF) A) and E)
G) A) and B)

Question 13

Media richness is __________ in face-to-face communication than telephone or e-mail communications.

Accepted Answer

A)  equal
B)  lower
C)  higher
D)  more updated
E)  less updatedF) B) and E)
G) All of the above

Question 14

Brand managers find out what people are saying about their brand on Twitter by

Accepted Answer

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.
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.F) A) and C)
G) A) and B)

Question 15

What did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

Accepted Answer

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.F) D) and E)
G) B) and E)

Question 16

-According to Figure 16-4 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 May 2012 is

Accepted Answer

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

Question 17

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 manipulated.
D)  increases.
E)  is undermined.F) A) and B)
G) A) and C)

Question 18

The convergence of real and digital worlds is the result of

Accepted Answer

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 (PAR
C)  .F) B) and D)
G) C) and D)

Question 19

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Accepted Answer

A)  create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products
B)  monitor e-mails 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 TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker CookbookF) A) and B)
G) C) and D)

Question 20

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

Exam 16: Using Social Media to Connect With Consumers

All of the following are tips experts recommend to users of LinkedIn EXCEPT:

Correct AnswerverifiedShow Answer

Twitter is

Correct AnswerverifiedShow Answer

-Based on the social media identified in Figure 16-1 above,Second Life has a __________ degree of self-disclosure than Call of Duty.

Correct AnswerverifiedShow Answer

What did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

Correct AnswerverifiedShow Answer

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use is to

Correct AnswerverifiedShow Answer

Smart systems are called "smart" because

Correct AnswerverifiedShow Answer

-According to Figure 16-4 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 May 2012 is

Correct AnswerverifiedShow Answer

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

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

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

Correct AnswerverifiedShow Answer

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:

Correct AnswerverifiedShow Answer

Brand managers find out what people are saying about their brand on Twitter by

Correct AnswerverifiedShow Answer

Smartphone apps are providing stiff competition for physical retail stores because

Correct AnswerverifiedShow Answer

The convergence of real and digital worlds is the result of

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

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

A recent T-Mobile holiday TV ad featuring Chuck Norris used a __________ marketing strategy tailored to consumers in a single country-the Czech Republic.

Correct AnswerverifiedShow Answer

All of the following statements about YouTube are true EXCEPT:

Correct AnswerverifiedShow Answer

Media richness is __________ in face-to-face communication than telephone or e-mail communications.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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