Question 1

In classifying social media,media richness is ________,whereas self-disclosure is

Accepted Answer

A) the degree to which a person's thoughts,feelings,likes,and dislikes are made public;the degree of acoustic,visual,and personal contact between two communication partners. 
B) the degree of acoustic,visual,and personal contact between two communication partners;the degree to which a person's thoughts,feelings,likes,and dislikes are made public. 
C) the quality of the graphics and video on a website;the online conduct that leads to an unfavorable impression. 
D) a visual measure;an emotional measure. 
E) the extent to which a user personalizes his/her profile page;adding contact information (telephone,address,and e-mail)on one's Facebook profile. 
A) the degree to which a person's thoughts,feelings,likes,and dislikes are made public;the degree of acoustic,visual,and personal contact between two communication partners. 
B) the degree of acoustic,visual,and personal contact between two communication partners;the degree to which a person's thoughts,feelings,likes,and dislikes are made public. 
C) the quality of the graphics and video on a website;the online conduct that leads to an unfavorable impression. 
D) a visual measure;an emotional measure. 
E) the extent to which a user personalizes his/her profile page;adding contact information (telephone,address,and e-mail)on one's Facebook profile.

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 online. 
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 online.

Question 3

Figure 19-1
  
-One dimension,________,is used to classify social media and is shown above in Figure 19-1 on the x-axis,ranging from "words" to "animation."

Accepted Answer

A) user-generated content 
B) technical skill 
C) self-disclosure 
D) media richness 
E) channel 
A) user-generated content 
B) technical skill 
C) self-disclosure 
D) media richness 
E) channel

Question 4

As a performance measure for social networks,the percentage of recipients who have clicked on a link on the page to visit a specific site is the

Accepted Answer

A) fan follow-through percentage. 
B) click-through rate. 
C) pass-through rate. 
D) recipient rate. 
E) website click rate. 
A) fan follow-through percentage. 
B) click-through rate. 
C) pass-through rate. 
D) recipient rate. 
E) website click rate.

Question 5

Describe the communications process of both traditional media and social media.

Accepted Answer

Traditional media use one-way communicat

Question 6

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Accepted Answer

A) fixed fee rate. 
B) cost per thousand. 
C) cost per action. 
D) cost per click. 
E) fixed cost. 
A) fixed fee rate. 
B) cost per thousand. 
C) cost per action. 
D) cost per click. 
E) fixed cost.

Question 7

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. 
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.

Question 8

What are the main ways brand managers can use Twitter?

Accepted Answer

With the 140-character limit (280 for so

Question 9

Marketers can use one of two communication strategies: The first strategy uses Facebook pages and YouTube channels,and the second strategy uses ads in newspapers,magazines,and on TV.The difference between these two types of marketing strategies is that the first one targets consumers who are ________ and the second one targets consumers who are

Accepted Answer

A) passive receivers;active receivers. 
B) an older demographic;a younger demographic. 
C) wealthy;disadvantaged. 
D) active receivers;passive receivers. 
E) evangelists;brand ambassadors. 
A) passive receivers;active receivers. 
B) an older demographic;a younger demographic. 
C) wealthy;disadvantaged. 
D) active receivers;passive receivers. 
E) evangelists;brand ambassadors.

Question 10

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 four 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 e-mail. 
E) Facebook has a nominal fee to join,depending on country of origin. 
A) Facebook is the third most-used social network. 
B) Facebook has a global presence-one in every four 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 e-mail. 
E) Facebook has a nominal fee to join,depending on country of origin.

Question 11

Recently,Facebook made all of the following changes to its mobile capabilities except which?

Accepted Answer

A) Facebook created an initiative called Instant Articles to improve the speed of news publishing. 
B) Facebook introduced the app Moments,which uses facial recognition to prompt users to share photos. 
C) Facebook launched a program known as Custom Audiences to allow marketers to use e-mail marketing with mobile users. 
D) Facebook eliminated privacy settings when it is accessed via a mobile device for all but its paid advertisers. 
E) Facebook added Facebook Live to allow users to broadcast up to four hours of live streaming video. 
A) Facebook created an initiative called Instant Articles to improve the speed of news publishing. 
B) Facebook introduced the app Moments,which uses facial recognition to prompt users to share photos. 
C) Facebook launched a program known as Custom Audiences to allow marketers to use e-mail marketing with mobile users. 
D) Facebook eliminated privacy settings when it is accessed via a mobile device for all but its paid advertisers. 
E) Facebook added Facebook Live to allow users to broadcast up to four hours of live streaming video.

Question 12

Cost per thousand (CPM)is a measure in which

Accepted Answer

A) a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it. 
B) a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website. 
C) a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
D) a fixed amount of money that is paid to a site for posting an ad for a finite amount of time. 
E) a fixed discount is given to a visitor for clicking on an ad. 
A) a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it. 
B) a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website. 
C) a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
D) a fixed amount of money that is paid to a site for posting an ad for a finite amount of time. 
E) a fixed discount is given to a visitor for clicking on an ad.

Question 13

Performance measures for social media are

Accepted Answer

A) more likely to track short-term goals than those for traditional media. 
B) harder to track than traditional media such as newspapers and magazines because marketing managers can get real figures for the circulation numbers. 
C) easiest to track using Twitter. 
D) more specific than those for traditional media because of the ease of tracking online behavior. 
E) very predictive when it comes to anticipating what will "go viral." 
A) more likely to track short-term goals than those for traditional media. 
B) harder to track than traditional media such as newspapers and magazines because marketing managers can get real figures for the circulation numbers. 
C) easiest to track using Twitter. 
D) more specific than those for traditional media because of the ease of tracking online behavior. 
E) very predictive when it comes to anticipating what will "go viral."

Question 14

What is the key marketing objective for advertising on social networking sites?

Accepted Answer

A) Develop cost-effective ads with a CPM of less than 50 cents for every 1,000 hits. 
B) Create ads that have an immediate impact on sales. 
C) Try to gain viewers' attention for a few extra seconds. 
D) Use the cost-per-click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website. 
E) Create ads that appeal to all demographic groups-regardless of age,gender,ethnicity,education,or income-to maximize cost efficiency. 
A) Develop cost-effective ads with a CPM of less than 50 cents for every 1,000 hits. 
B) Create ads that have an immediate impact on sales. 
C) Try to gain viewers' attention for a few extra seconds. 
D) Use the cost-per-click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website. 
E) Create ads that appeal to all demographic groups-regardless of age,gender,ethnicity,education,or income-to maximize cost efficiency.

Question 15

The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response.This goal can be accomplished by all of the following except which?

Accepted Answer

A) updating content regularly to keep it fresh 
B) using familiar imagery and messaging,but adding a twist 
C) learning users' passions 
D) letting users guide content 
E) posting Instagram videos on the left side of the Facebook Page 
A) updating content regularly to keep it fresh 
B) using familiar imagery and messaging,but adding a twist 
C) learning users' passions 
D) letting users guide content 
E) posting Instagram videos on the left side of the Facebook Page

Question 16

Media richness is ________ in face-to-face communication than in telephone or e-mail communications.

Accepted Answer

A) more biased 
B) lower 
C) higher 
D) more technological 
E) less independent 
A) more biased 
B) lower 
C) higher 
D) more technological 
E) less independent

Question 17

Compared with earlier forms of the Web,Web 2.0

Accepted Answer

A) content is no longer seen as being created and published in final form exclusively by one author. 
B) includes multiple technical updates and formalized rules. 
C) uses greater bandwidth to allow for faster media downloads from the Internet. 
D) incorporates new functionalities that are customized to each individual. 
E) uses a technical interface that is more user-friendly. 
A) content is no longer seen as being created and published in final form exclusively by one author. 
B) includes multiple technical updates and formalized rules. 
C) uses greater bandwidth to allow for faster media downloads from the Internet. 
D) incorporates new functionalities that are customized to each individual. 
E) uses a technical interface that is more user-friendly.

Question 18

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Accepted Answer

A) vlogger. 
B) friend domain. 
C) fan source. 
D) fan base. 
E) friend pool. 
A) vlogger. 
B) friend domain. 
C) fan source. 
D) fan base. 
E) friend pool.

Question 19

Through a network of businesspeople known as ________,members of LinkedIn might gain an introduction to someone they wish to know through a mutual contact.

Accepted Answer

A) followers 
B) colleagues 
C) contacts 
D) connections 
E) friends 
A) followers 
B) colleagues 
C) contacts 
D) connections 
E) friends

Question 20

What is one way in which the Internet has changed and evolved to Web 2.0?

Accepted Answer

A) Web 2.0 is the most-used Internet browser,launched in 2004. 
B) The ability to access the Internet from smartphones brought on a cultural revolution in how users view and use the Internet. 
C) Faster routers allowed for quicker,more efficient Internet service. 
D) Internet content can now be continuously modified by all users in a participatory fashion. 
E) The technical interface of the Internet has drastically changed since 2004. 
A) Web 2.0 is the most-used Internet browser,launched in 2004. 
B) The ability to access the Internet from smartphones brought on a cultural revolution in how users view and use the Internet. 
C) Faster routers allowed for quicker,more efficient Internet service. 
D) Internet content can now be continuously modified by all users in a participatory fashion. 
E) The technical interface of the Internet has drastically changed since 2004.

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

In classifying social media,media richness is ________,whereas self-disclosure is

Social media advertising is helpful to brand managers because consumers are

Figure 19-1 -One dimension,________,is used to classify social media and is shown above in Figure 19-1 on the x-axis,ranging from "words" to "animation."

As a performance measure for social networks,the percentage of recipients who have clicked on a link on the page to visit a specific site is the

Describe the communications process of both traditional media and social media.

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Performance measures for social media are divided into two types:

What are the main ways brand managers can use Twitter?

Which of the following statements about Facebook is most accurate?

Recently,Facebook made all of the following changes to its mobile capabilities except which?

Cost per thousand (CPM)is a measure in which

Performance measures for social media are

What is the key marketing objective for advertising on social networking sites?

The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response.This goal can be accomplished by all of the following except which?

Media richness is ________ in face-to-face communication than in telephone or e-mail communications.

Compared with earlier forms of the Web,Web 2.0

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Through a network of businesspeople known as ________,members of LinkedIn might gain an introduction to someone they wish to know through a mutual contact.

What is one way in which the Internet has changed and evolved to Web 2.0?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising,sales Promotion,and Public Relations

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters