Exam 20: Using Social Media and Mobile Marketing to Connect With Consumers

Global marketing with social media needs to have the right content for each international market, including all of the following except:

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

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

Traditional media use one-way communication to advertise their products. The consumers are therefore referred to as_______ _.

What is one way in which "Web 2.0" media are different from traditional media?

Smart systems are called "smart" because

What is the primary purpose of LinkedIn?

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

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

As the brand manager, how would you use social media to gain users for StuffDOT Inc.? In your answer, include your rationale for using each type of social media.

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

Which measure most closely ties the cost of the social media ad to the sales revenues the ad generates?

Figure 20-1 -Based on the social media identified in Figure 20-1, the social media site rated highest in self-disclosure but lowest in media richness is

The click-through rate is

Performance measures for social media are divided into these two types: ________ and ________.

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

A blog is ________, whereas a wiki is __________.

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a:

The number of Page views divided by visitors in a given time period is referred to as

A popular social network used by college students to find and share the best content on the Web is