Question 1

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

Question 2

Discuss the differences between traditional print media and social media with regard to audience reach, expense and access, training, delivery, permanence, credibility, and social authority.

Accepted Answer

Marketing managers know that social medi...

Question 3

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Accepted Answer

From a brand manager's viewpoint, the 10...

Question 4

Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But 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, thereby enhancing the sender's influence.

Accepted Answer

A)  digital thread
B)  conversation
C)  amateur discussion
D)  discussion pool
E)  information superhighwayF) A) and E)
G) A) and B)

Question 5

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take in the convergence of the real and digital worlds?

Accepted Answer

The convergence of real and digital worl...

Question 6

A fan source is

Accepted Answer

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

Question 7

Brand managers use both traditional and social media to promote and advertise their products. Traditional media __________ while social media __________.

Accepted Answer

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 individualF) C) and D)
G) A) and B)

Question 8

Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact.

Accepted Answer

A)  followers
B)  colleagues
C)  contacts
D)  connections
E)  friendsF) A) and C)
G) B) and D)

Question 9

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 50 cents 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 D)
G) A) and C)

Question 10

Describe the communications process of both traditional media and social media.

Accepted Answer

Traditional media use one-way communicat...

Question 11

A website whose content is created and edited by the ongoing collaboration of end users is known as

Accepted Answer

A)  a wiki.
B)  a blog.
C)  an encyclomedia.
D)  a Facebook Page.
E)  a "tweet."F) A) and E)
G) B) and E)

Question 12

Performance measures for social media are

Accepted Answer

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

Question 13

StuffDOT's vision is to

Accepted Answer

A)  compete directly with online sites such as Macy's online store.
B)  wage a battle for niceness by addressing bullying being faced by young girls.
C)  use the affiliate fees and commissions to grow its business.
D)  reward users for what they are already doing online.
E)  share images of favorite things by women for other women.F) A) and B)
G) B) and C)

Question 14

YouTube 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 that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.F) B) and C)
G) A) and E)

Question 15

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 __________.

Accepted Answer

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 contentF) A) and D)
G) None of the above

Question 16

In classifying social media, self-disclosure is

Accepted Answer

A)  the degree to which a person's thoughts, feelings, likes, and dislikes are shared when engaged in a social interaction.
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 by users, 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 by other online users.F) C) and D)
G) A) and B)

Question 17

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

Accepted Answer

A)  fan rate.
B)  liker rate.
C)  reader rate.
D)  active receiver rate.
E)  interaction rate.F) A) and B)
G) B) and E)

Question 18

Online content that is published on a publicly accessible website or social networking site is a criterion of

Accepted Answer

A)  social networks.
B)  user-generated content (UG
C)  .
C)  blogs.
D)  wikis.
E)  YouTube.F) C) and D)
G) B) and D)

Question 19

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 that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.F) A) and E)
G) A) and D)

Question 20

A Facebook page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers except

Accepted Answer

A)  a cover image.
B)  Facebook page posts that appear in the News Feed.
C)  analytics about users.
D)  the ability to "tweet" a comment on an ad a firm has posted on its Facebook page.
E)  the number of people who clicked the "Like" button.F) C) and E)
G) A) and C)

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

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

Correct Answer
verified

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Correct Answer
verified
From a brand manager's viewpoint, the 10...
View Answer

In classifying social media, self-disclosure is

Correct Answer
verified

A fan source is

Correct Answer
verified

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

Correct Answer
verified

Discuss the differences between traditional print media and social media with regard to audience reach, expense and access, training, delivery, permanence, credibility, and social authority.

Correct Answer
verified
Marketing managers know that social medi...
View Answer

Correct Answer
verified

Describe the communications process of both traditional media and social media.

Correct Answer
verified
Traditional media use one-way communicat...
View Answer

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take in the convergence of the real and digital worlds?

Correct Answer
verified
The convergence of real and digital worl...
View Answer

Brand managers use both traditional and social media to promote and advertise their products. Traditional media while social media .

Correct Answer
verified

Online content that is published on a publicly accessible website or social networking site is a criterion of

Correct Answer
verified

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 .

Correct Answer
verified

Performance measures for social media are

Correct Answer
verified

Twitter is

Correct Answer
verified

A website whose content is created and edited by the ongoing collaboration of end users is known as

Correct Answer
verified

A Facebook page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers except

Correct Answer
verified

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 Answer
verified

Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact.

Correct Answer
verified

YouTube is

Correct Answer
verified

StuffDOT's vision is to

Correct Answer
verified

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

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

Correct AnswerverifiedShow Answer

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Correct AnswerverifiedFrom a brand manager's viewpoint, the 10...View AnswerShow Answer

In classifying social media, self-disclosure is

Correct AnswerverifiedShow Answer

A fan source is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Discuss the differences between traditional print media and social media with regard to audience reach, expense and access, training, delivery, permanence, credibility, and social authority.

Correct AnswerverifiedMarketing managers know that social medi...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Describe the communications process of both traditional media and social media.

Correct AnswerverifiedTraditional media use one-way communicat...View AnswerShow Answer

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take in the convergence of the real and digital worlds?

Correct AnswerverifiedThe convergence of real and digital worl...View AnswerShow Answer

Brand managers use both traditional and social media to promote and advertise their products. Traditional media __________ while social media __________.

Correct AnswerverifiedShow Answer

Online content that is published on a publicly accessible website or social networking site is a criterion of

Correct AnswerverifiedShow Answer

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 __________.

Correct AnswerverifiedShow Answer

Performance measures for social media are

Correct AnswerverifiedShow Answer

Twitter is

Correct AnswerverifiedShow Answer

A website whose content is created and edited by the ongoing collaboration of end users is known as

Correct AnswerverifiedShow Answer

A Facebook page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers except

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

Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact.

Correct AnswerverifiedShow Answer

YouTube is

Correct AnswerverifiedShow Answer

StuffDOT's vision is to

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
From a brand manager's viewpoint, the 10...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Marketing managers know that social medi...
View Answer

Correct Answer
verified

Correct Answer
verified
Traditional media use one-way communicat...
View Answer

Correct Answer
verified
The convergence of real and digital worl...
View Answer

Brand managers use both traditional and social media to promote and advertise their products. Traditional media while social media .

Correct Answer
verified

Correct Answer
verified

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 .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified