Question 1

The social network that is used solely for sharing videos is

Accepted Answer

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

Question 2

Social media advertising is helpful to brand managers because consumers are __________.

Accepted Answer

A)  captive receivers 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 user generated content to both friends and advertisers
E)  traditional receivers who browse products onlineF) B) and E)
G) All of the above

Question 3

-According to Figure 16-5 above, C is the performance measure described by the accompanying quote "I will pay $5.00 for every purchase that originates from an ad on your site" under the Cost to Advertisers heading:

Accepted Answer

A)  cost per click
B)  click through rate
C)  cost per action
D)  conversion rate
E)  cost per thousandF) A) and B)
G) A) and C)

Question 4

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

Accepted Answer

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

Question 5

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:

Accepted Answer

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

Question 6

All of the following are true about StuffDOT EXCEPT:

Accepted Answer

A)  StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item.
B)  StuffDOT start-up targets college-aged women.
C)  StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city.
D)  StuffDOT campus ambassadors are a major force behind the platform's growth.
E)  StuffDOT reward money can be redeemed for gift cards with many major retailers.F) B) and C)
G) B) and D)

Question 7

Web 2.0 is based on

Accepted Answer

A)  a technical update of the World Wide Web.
B)  the high degree of interactivity among users.
C)  the second generation of Internet browsers.
D)  the decreased interactivity of user generated content.
E)  the second revision of marketer-generated web content.F) B) and E)
G) B) and D)

Question 8

An example of the ideal performance measure for social media advertising is one that __________.

Accepted Answer

A)  attracts unique visitors
B)  adds registered users
C)  builds awareness
D)  ties actual sales revenues to the cost of the ad
E)  generates brand buzzF) B) and D)
G) C) and D)

Question 9

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) A) and B)
G) B) and D)

Question 10

StuffDOT is a

Accepted Answer

A)  wiki.
B)  virtual game world.
C)  virtual social world.
D)  blog.
E)  social network.F) B) and E)
G) A) and D)

Question 11

In terms of performance measures important to marketing managers, unique visitors are

Accepted Answer

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

Question 12

-Based on the social media identified in Figure 16-1 above, LinkedIn is

Accepted Answer

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

Question 13

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 14

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 D)
G) B) and C)

Question 15

Online content that shows a significant degree of creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of

Accepted Answer

A)  online advertisements.
B)  blogs.
C)  user generated content (UG
C)  .
D)  wikis.
E)  YouTubeF) B) and C)
G) A) and E)

Question 16

Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is most accurate?

Accepted Answer

A)  The purpose of the video was to reinvigorate sales of the Pepsi Next brand.
B)  For Pepsi, advertising the "Test Drive" video on Facebook was much more expensive from a CPM standpoint than two 30-second TV spots placed on Fox's American Idol.
C)  Pepsi created a new social-media driven website called Pepsi MAX NASCAR with Danica Patrick as the spokesperson following the success of the "Test Drive" video.
D)  The Pepsi MAX "Test Drive" video followed the successful "Uncle Drew" TV ads.
E)  Pepsi MAX is a new, great-tasting energy drink in the introduction stage of its product life cycle that has "all the sugar and twice the caffeine" as regular Pepsi.F) A) and E)
G) A) and D)

Question 17

Blogs and wikis differ in that a blog is a diary that shows a __________, while a wiki shows the end result as a __________.

Accepted Answer

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 textF) C) and D)
G) B) and D)

Question 18

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) .

Accepted Answer

A)  followers; fans
B)  unique fans; visitors
C)  fans; unique visitors
D)  fans; unique page views
E)  visitors; unique visitorsF) A) and D)
G) C) and D)

Question 19

In classifying social media, self-disclosure is

Accepted Answer

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

Question 20

What are some guidelines to engage fans on Facebook?

Accepted Answer

According to recent research, first focu...

Exam 16: Using Social Media to Connect With Consumers

-According to Figure 16-5 above, C is the performance measure described by the accompanying quote "I will pay $5.00 for every purchase that originates from an ad on your site" under the Cost to Advertisers heading:

Correct AnswerverifiedShow Answer

In terms of performance measures important to marketing managers, unique visitors are

Correct AnswerverifiedShow Answer

Online content that shows a significant degree of creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of

Correct AnswerverifiedShow Answer

The social network that is used solely for sharing videos 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

The convergence of real and digital worlds is the result of

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

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) .

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:

Correct AnswerverifiedShow Answer

Web 2.0 is based on

Correct AnswerverifiedShow Answer

Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is most accurate?

Correct AnswerverifiedShow Answer

What are some guidelines to engage fans on Facebook?

Correct AnswerverifiedAccording to recent research, first focu...View AnswerShow Answer

An example of the ideal performance measure for social media advertising is one that __________.

Correct AnswerverifiedShow Answer

StuffDOT is a

Correct AnswerverifiedShow Answer

In classifying social media, self-disclosure is

Correct AnswerverifiedShow Answer

-Based on the social media identified in Figure 16-1 above, LinkedIn is

Correct AnswerverifiedShow Answer

All of the following are true about StuffDOT EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Social media advertising is helpful to brand managers because consumers are __________.

Correct AnswerverifiedShow Answer

Blogs and wikis differ in that a blog is a diary that shows a __________, while a wiki shows the end result as a __________.

Correct AnswerverifiedShow Answer

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Marketing managers know that social medi...
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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) .

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According to recent research, first focu...
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Blogs and wikis differ in that a blog is a diary that shows a , while a wiki shows the end result as a .

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