Question 1

A blog is a

Accepted Answer

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

Question 2

Web 2.0 is a term that describes

Accepted Answer

A)  the functionalities of the Web that make possible the high degree of interactivity among users.
B)  a technical update of the World Wide Web from Web 1.0.
C)  the second generation of Internet browsers.
D)  the increased degree of anonymity among users.
E)  the final published form of marketer-generated content.F) A) and C)
G) A) and B)

Question 3

As a performance measure for social networks,the number of page views divided by visitors in a given time period is referred to as

Accepted Answer

A)   gross page views.
B)   the average page views per visitor.
C)   average website hits.
D)   the average website view rate.
E)   the overall interaction rate.F) A) and B)
G) A) and C)

Question 4

The product life cycle is of most concern for which app?

Accepted Answer

A)   Pandora
B)   Pinterest
C)   Angry Birds
D)   Netflix
E)   Bank of AmericaF) A) and C)
G) D) and E)

Question 5

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) C) and D)
G) A) and C)

Question 6

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 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 E)
G) B) and C)

Question 7

Which of the following statements about Facebook is most accurate?

Accepted Answer

A)   Facebook is the third most-used social network.
B)   Facebook has a global presence-one in every five people on the planet use this site.
C)   Facebook has almost 80 million active users.
D)   Facebook's most commonly used tool lets people keep in touch through private, long text entries similar to email.
E)   Facebook has a nominal fee to join, depending on country of origin.F) A) and B)
G) C) and D)

Question 8

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal,the level of self-disclosure

Accepted Answer

A)   decreases.
B)   is not affected.
C)   undermines the credibility of the site.
D)   increases.
E)   increases the credibility of the site.F) A) and D)
G) B) and C)

Question 9

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

Accepted Answer

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

Question 10

In what way are traditional and social media similar?

Accepted Answer

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 after posting or publication.F) C) and D)
G) D) and E)

Question 11

Based on its ability to interact with a world of connected devices,the ________ is fast becoming "the digital remote control for the real world."

Accepted Answer

A)   personal computer
B)   text message
C)   social media campaign
D)   Tweet or other social media post
E)   mobile deviceF) A) and D)
G) All of the above

Question 12

All of the following are social media performance measures except which?

Accepted Answer

A)   click per fan
B)   cost per click
C)   cost per action
D)   cost per thousand
E)   click-through rateF) A) and D)
G) All of the above

Question 13

Performance measures for social media are divided into two types:

Accepted Answer

A)   the number of photos uploaded and the number of characters typed (comments, tweets, etc.) .
B)   purchases made online and purchases made in a store as a result of a link from a social media website.
C)   traditional media costs and social media costs.
D)   the number of "views" of a YouTube video and the number of "likes" on Facebook.
E)   those linked to inputs or costs and those tied to the outputs or revenues.F) A) and E)
G) A) and C)

Question 14

As a performance measure for social networks,the interaction rate is

Accepted Answer

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

Question 15

All of the following are differences between social and traditional media except which?

Accepted Answer

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 mediaF) C) and D)
G) B) and C)

Question 16

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) A) and B)
G) A) and C)

Question 17

At the present time,StuffDOT sees which of the following social networks as its direct or principal competitor?

Accepted Answer

A)   Facebook
B)   Pinterest
C)   Groupon
D)   Pandora
E)   StuffDOT sees no "direct" competitorsF) B) and C)
G) None of the above

Question 18

Figure 16-4

-Recalling Figure 16-4,which social network has both the highest number of users and the highest monthly market share of visits?

Accepted Answer

A)   LinkedIn
B)   YouTube
C)   Twitter
D)   Facebook
E)   PinterestF) A) and B)
G) A) and C)

Question 19

All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations except which?

Accepted Answer

A)   Twitter
B)   YouTube
C)   Facebook
D)   LinkedIn
E)   SnapchatF) A) and D)
G) C) and E)

Question 20

Figure 16-4

-Recalling Figure 16-4,which social network has both the second highest number of users and the second highest monthly market share of visits?

Accepted Answer

A)   LinkedIn
B)   YouTube
C)   Twitter
D)   Facebook
E)   PinterestF) A) and E)
G) B) and D)

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

In what way are traditional and social media similar?

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All of the following are differences between social and traditional media except which?

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The product life cycle is of most concern for which app?

Correct AnswerverifiedShow Answer

As a performance measure for social networks,the number of page views divided by visitors in a given time period is referred to as

Correct AnswerverifiedShow Answer

Performance measures for social media are divided into two types:

Correct AnswerverifiedShow Answer

All of the following are social media performance measures except which?

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YouTube is

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Which of the following statements about Facebook is most accurate?

Correct AnswerverifiedShow Answer

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal,the level of self-disclosure

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At the present time,StuffDOT sees which of the following social networks as its direct or principal competitor?

Correct AnswerverifiedShow Answer

As a performance measure for social networks,the interaction rate is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 16-4 -Recalling Figure 16-4,which social network has both the highest number of users and the highest monthly market share of visits?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A blog is a

Correct AnswerverifiedShow Answer

Web 2.0 is a term that describes

Correct AnswerverifiedShow Answer

All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations except which?

Correct AnswerverifiedShow Answer

Based on its ability to interact with a world of connected devices,the ________ is fast becoming "the digital remote control for the real world."

Correct AnswerverifiedShow Answer

Figure 16-4 -Recalling Figure 16-4,which social network has both the second highest number of users and the second highest monthly market share of visits?

Correct AnswerverifiedShow Answer

The convergence of real and digital worlds is the result of

Correct AnswerverifiedShow Answer

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