Question 1

According to Figure 19-4 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 mid-2013 is

Accepted Answer

A)  LinkedIn,Twitter,Facebook,and YouTube.
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) A) and E)
G) None of the above

Question 2

Web 2.0 is a term that describes

Accepted Answer

A)  the functionalities of the World Wide Web that made possible the high degree of interactivity among users.
B)  a technical update of the World Wide Web from Web 1.0.
C)  the first Internet browser.
D)  the decreased degree of interactivity among users.
E)  the final published form of marketer-generated content.F) A) and E)
G) A) and D)

Question 3

How did Greenpeace use social media to trigger customer complaints to get Nestlé to capitulate to its demands?

Accepted Answer

A)  Greenpeace hacked into Nestlé's website.
B)  Greenpeace posted a provocative video on YouTube,then later on Vimeo.
C)  Greenpeace inundated Nestlé's Facebook page with comments.
D)  Greenpeace protested Nestlé's policies on a television talk show.
E)  Greenpeace got experts to testify against Nestlé's environmentally unsound actions.F) A) and E)
G) C) and D)

Question 4

Mark Zuckerberg's biggest mistake with Facebook was to

Accepted Answer

A)  purchase Instagram when other photo-sharing websites like Snapchat and Flickr have failed.
B)  bet that standalone apps would disappear and users of smartphones would simply surf websites on these devices.
C)  develop an offering similar to Twitter.
D)  compete with YouTube by allowing users to post their own uncensored videos.
E)  pay users "cash rewards" when they click on to view and then "Like" ads to generate revenues.F) All of the above
G) A) and D)

Question 5

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)  "friends"F) A) and B)
G) B) and D)

Question 6

According to Figure 19-4 above,Facebook had about __________ unique U.S.visitors as of mid-2013.

Accepted Answer

A)  35 million
B)  78 million
C)  92 million
D)  139 million
E)  175 millionF) A) and B)
G) B) and D)

Question 7

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)  can't be determinedF) C) and D)
G) None of the above

Question 8

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

Question 9

Which of the following the results of the convergence of the real and digital worlds is MOST ACCURATE?

Accepted Answer

A)  a greater emphasis on traditional media since is more cost effective than social media
B)  an increased emphasis on measuring the marketing return on investment for social media initiatives
C)  a de-emphasis on socially networked "communities" like loyal users of a brand or alumni associations-groups with common interests
D)  the elimination of traditional media;all media will become digital
E)  The failure of near field communications to expand e-commerce due to the absence of digital cashF) B) and E)
G) None of the above

Question 10

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response,provide an example of what the payment terms would be for an advertiser.Also,identify the advantages and disadvantages of each metric.

Accepted Answer

Performance measures for the inputs or c...

Question 11

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

Accepted Answer

A)  followers.
B)  visitors.
C)  active receivers.
D)  fans.
E)  likers.F) C) and E)
G) None of the above

Question 12

__________ is a community of creative people who are passionate about sharing the videos they make.

Accepted Answer

A)  Tumblr.
B)  Flickr.
C)  Vimeo.
D)  Pinterest.
E)  StumbleUpon.F) All of the above
G) A) and D)

Question 13

Whereas traditional media build credibility through "experts" being "influencers" in a particular field.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.

Accepted Answer

A)  "digital thread"
B)  "conversation"
C)  "amateur discussion"
D)  "discussion pool"
E)  "information superhighway"F) A) and E)
G) A) and D)

Question 14

According to Figure 19-5 above,"A" is the performance measure described by the accompanying quote "I will pay $0.50 for every 1,000 times this ad loads,up to $100 per month" 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 D)
G) A) and D)

Question 15

When Kimmy Summers had to communicate with other students to recruit volunteers at their respective universities to help freshmen during campus move-in day,they chose to use

Accepted Answer

A)  letters from their colleges' deans of students.
B)  flyers slid under dorm-room doors.
C)  phone solicitations.
D)  ads in their campus newspapers.
E)  social media.F) A) and B)
G) B) and E)

Question 16

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

Question 17

Which of the following statements is true about Facebook?

Accepted Answer

A)  Facebook is second to Twitter in the number of registered users.
B)  Facebook is open to users who are at least six years old.
C)  Facebook is the social media website where users upload more videos to its site than any other site.
D)  Facebook users have an average of about 300 friends on the site.
E)  Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.F) B) and E)
G) B) and D)

Question 18

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)  buys placement for an ad on a specific section on a social networking site.
C)  composes title and copy for the social network 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) B) and E)
G) C) and D)

Question 19

If a clothing store is hoping to let customers know of its competitive prices on jeans,a useful smartphone app to spread this information MOST LIKELY would be

Accepted Answer

A)  Instagram.
B)  an app released by The Find,where a customer can search for the product among 500,000 stores.
C)  Twitter.
D)  an app released by Facebook that lets customers receive discounts for "checking in" at a store location.
E)  an app released by Esquire that lets a customer look at different brands and order the one he/she wants.F) A) and D)
G) C) and D)

Question 20

The number of times a Facebook Page is loaded in a given time period is referred to as

Accepted Answer

A)  page views.
B)  page rate.
C)  page load rate.
D)  load rate.
E)  view rate.F) All of the above
G) A) and D)

Exam 19: Using Social Media to Connect With Consumers

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

Mark Zuckerberg's biggest mistake with Facebook was to

Correct AnswerverifiedShow Answer

Which of the following the results of the convergence of the real and digital worlds is MOST ACCURATE?

Correct AnswerverifiedShow Answer

According to Figure 19-4 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 mid-2013 is

Correct AnswerverifiedShow Answer

__________ is a community of creative people who are passionate about sharing the videos they make.

Correct AnswerverifiedShow Answer

When Kimmy Summers had to communicate with other students to recruit volunteers at their respective universities to help freshmen during campus move-in day,they chose to use

Correct AnswerverifiedShow Answer

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

Correct AnswerverifiedShow Answer

According to Figure 19-4 above,Facebook had about __________ unique U.S.visitors as of mid-2013.

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

Twitter is

Correct AnswerverifiedShow Answer

According to Figure 19-5 above,"A" is the performance measure described by the accompanying quote "I will pay $0.50 for every 1,000 times this ad loads,up to $100 per month" under the Cost to Advertisers heading.

Correct AnswerverifiedShow Answer

The number of times a Facebook Page is loaded in a given time period is referred to as

Correct AnswerverifiedShow Answer

If a clothing store is hoping to let customers know of its competitive prices on jeans,a useful smartphone app to spread this information MOST LIKELY would be

Correct AnswerverifiedShow Answer

Web 2.0 is a term that describes

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

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

Correct AnswerverifiedShow Answer

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response,provide an example of what the payment terms would be for an advertiser.Also,identify the advantages and disadvantages of each metric.

Correct AnswerverifiedPerformance measures for the inputs or c...View AnswerShow Answer

How did Greenpeace use social media to trigger customer complaints to get Nestlé to capitulate to its demands?

Correct AnswerverifiedShow Answer

Which of the following statements is true about Facebook?

Correct AnswerverifiedShow Answer

Whereas traditional media build credibility through "experts" being "influencers" in a particular field.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.

Correct AnswerverifiedShow Answer

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Performance measures for the inputs or c...
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