Question 1

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 E)
G) None of the above

Question 2

Aside from an individual Facebook Page for a brand,what is the other mode of advertising on Facebook?

Accepted Answer

A)  Messages are sent to the "inbox" on a user's profile page.
B)  Pop-up ads appear after a user logs in.
C)  They are integrated into the "newsfeed" on a Facebook user's home page.
D)  Facebook does not allow for any other forms of advertising.
E)  Ads appear on the right-hand side of a user's profile page.F) B) and D)
G) A) and E)

Question 3

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

Question 4

Within the context of social media,an "evangelist" is an online user who

Accepted Answer

A)  is "delighted" about the brand advertised and sends messages to his/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 a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends.
D)  is indifferent or "agnostic" to advertisements on social media networks.
E)  is an "apostle" who develops his/her own Facebook,Twitter,and/or YouTube following and therefore should be contacted by advertisers about placing an ad on his/her website.F) A) and B)
G) All of the above

Question 5

Based on the social media identified in Figure 19-1 above,the social media site rated LOWEST in media richness is

Accepted Answer

A)  Wikipedia.
B)  Blogger.
C)  Second Life.
D)  World of Warcraft.
E)  WordPress.F) A) and B)
G) A) and C)

Question 6

Twitter can be a good source of information about a brand or product because of its

Accepted Answer

A)  short message length.
B)  photo-sharing capability.
C)  ability to display user generated video content.
D)  ownership of CoTweet.
E)  ability to post their professional profiles.F) A) and E)
G) A) and B)

Question 7

A recent study found that "Likes" or "Friends" to a brand's Facebook Page is worth __________ in terms of product spending,brand loyalty,and 'propensity to recommend' the site to others.

Accepted Answer

A)  $17
B)  $53
C)  $83
D)  $145
E)  $174F) D) and E)
G) B) and C)

Question 8

__________-enabled smartphones gave mobile consumers access to online ads,local restaurant promotions,and time-sensitive discounts at retailers.

Accepted Answer

A)  GPS
B)  APP
C)  CMO
D)  WEB 2.0
E)  Google+F) None of the above
G) A) and E)

Question 9

According to Figure 19-5 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.

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

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 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 E)
G) B) and D)

Question 12

__________ will enable smartphones,tablet devices,and others to make purchases by using apps that wirelessly transmit product and personal information and apps between devices through touching or close proximity.

Accepted Answer

A)  Near field communications
B)  Global positioning satellites (GPS) 
C)  QR codes
D)  Square registers
E)  RFD algorithmsF) B) and D)
G) D) and E)

Question 13

An example of a smart system is (are)

Accepted Answer

A)  social networking sites at colleges and universities.
B)  a location-based app downloaded to a GPS-enabled smartphone.
C)  global marketing strategies that leverage advertising assets to multiple countries.
D)  real world systems.
E)  online retailers.F) A) and E)
G) D) and E)

Question 14

According to Figure 19-4 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 mid-2013 is

Accepted Answer

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

Question 15

StuffDOT's vision is to

Accepted Answer

A)  promote a message that is uplifting and empowering for pre-teen and teenage girls.
B)  wage a battle for niceness by addressing bullying being faced by young girls.
C)  encourage tween and teen girls to turn from bitter to sweet.
D)  reward users,primarily women,for shopping and sharing online.
E)  share images of favorite things by women for other women.F) B) and E)
G) D) and E)

Question 16

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media first seek to reach __________.

Accepted Answer

A)  "two-way receivers"
B)  "end-receivers"
C)  "active receivers"
D)  "followers"
E)  "connections"F) B) and C)
G) A) and E)

Question 17

User generated content (UGC) refers to

Accepted Answer

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.F) A) and D)
G) None of the above

Question 18

What are "apps" and what significance do they have with respect to convergence?

Accepted Answer

Apps are small,downloadable software pro...

Question 19

All of the following are tips experts recommend to job seekers using LinkedIn EXCEPT:

Accepted Answer

A)  grow your network to connect with new people.
B)  brand yourself as an expert in your career field.
C)  don't be too 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 E)
G) B) and C)

Question 20

Marketers are increasingly using social media to reach college-age students in the U.S.because

Accepted Answer

A)  college age students are sensitive to the environment and reject ads using paper-based media.
B)  the "brand ambassadors" hasn't been as effective as expected.
C)  Internet advertising is ineffective with other age groups.
D)  they work better than traditional print media.
E)  students reject the media their parents use.F) A) and E)
G) A) and D)

Exam 19: Using Social Media to Connect With Consumers

YouTube is

Correct AnswerverifiedShow Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media first seek to reach __________.

Correct AnswerverifiedShow Answer

According to Figure 19-4 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 mid-2013 is

Correct AnswerverifiedShow Answer

Marketers are increasingly using social media to reach college-age students in the U.S.because

Correct AnswerverifiedShow Answer

__________-enabled smartphones gave mobile consumers access to online ads,local restaurant promotions,and time-sensitive discounts at retailers.

Correct AnswerverifiedShow Answer

All of the following are tips experts recommend to job seekers using LinkedIn EXCEPT:

Correct AnswerverifiedShow Answer

According to Figure 19-5 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.

Correct AnswerverifiedShow Answer

StuffDOT's vision is to

Correct AnswerverifiedShow Answer

A recent study found that "Likes" or "Friends" to a brand's Facebook Page is worth __________ in terms of product spending,brand loyalty,and 'propensity to recommend' the site to others.

Correct AnswerverifiedShow Answer

Within the context of social media,an "evangelist" is an online user who

Correct AnswerverifiedShow Answer

Based on the social media identified in Figure 19-1 above,the social media site rated LOWEST in media richness is

Correct AnswerverifiedShow Answer

__________ will enable smartphones,tablet devices,and others to make purchases by using apps that wirelessly transmit product and personal information and apps between devices through touching or close proximity.

Correct AnswerverifiedShow Answer

Aside from an individual Facebook Page for a brand,what is the other mode of advertising on Facebook?

Correct AnswerverifiedShow Answer

The interaction rate is

Correct AnswerverifiedShow Answer

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

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

User generated content (UGC) refers to

Correct AnswerverifiedShow Answer

An example of a smart system is (are)

Correct AnswerverifiedShow Answer

Twitter can be a good source of information about a brand or product because of its

Correct AnswerverifiedShow Answer

What are "apps" and what significance do they have with respect to convergence?

Correct AnswerverifiedApps are small,downloadable software pro...View AnswerShow 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

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From a brand manager's viewpoint,the nin...
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Apps are small,downloadable software pro...
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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) .

Correct Answer
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