Question 1

Figure: 20-1  
-Based on the social media identified in Figure 20-1,Foursquare is seen as

Accepted Answer

A) low in self-disclosure and low in media richness. 
B) low in self-disclosure and medium in media richness. 
C) high in self-disclosure and high in media richness. 
D) medium in self-disclosure and medium in media richness. 
A) low in self-disclosure and low in media richness. 
B) low in self-disclosure and medium in media richness. 
C) high in self-disclosure and high in media richness. 
D) medium in self-disclosure and medium in media richness. D

Question 2

An "active receiver" who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n)__________.

Accepted Answer

A) "expert" 
B) "follower" 
C) "end-receiver" 
D) "evangelist" 
A) "expert" 
B) "follower" 
C) "end-receiver" 
D) "evangelist" D

Question 3

TB Figure: 2  
-According to TB Figure 2,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 September 2011 is

Accepted Answer

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

Question 4

Brand managers can use Twitter strategically to accomplish all of the following,except:

Accepted Answer

A) ignore user criticisms to develop happier customers. 
B) generate brand buzz by developing an official Twitter profile. 
C) tweet on topics that provide information of value to their customers. 
D) follow Twitter profiles that mention their products. 
A) ignore user criticisms to develop happier customers. 
B) generate brand buzz by developing an official Twitter profile. 
C) tweet on topics that provide information of value to their customers. 
D) follow Twitter profiles that mention their products.

Question 5

Another term sometimes used interchangeably with "social media" is __________.

Accepted Answer

A) net platforms 
B) Web 3.0 
C) Web functionalities 
D) Web 2.0 
A) net platforms 
B) Web 3.0 
C) Web functionalities 
D) Web 2.0

Question 6

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Accepted Answer

A) customer complaints and suggestions. 
B) technological advancements that can be used to promote their brands. 
C) new slang terms to create more effective advertisements. 
D) recruiting prospective employees. 
A) customer complaints and suggestions. 
B) technological advancements that can be used to promote their brands. 
C) new slang terms to create more effective advertisements. 
D) recruiting prospective employees.

Question 7

All the following statements about user-generated content (UGC)are true EXCEPT:

Accepted Answer

A) UGC is published on a publicly accessible website and created by end users. 
B) UGC is reposting an article found in a newspaper or magazine without editing. 
C) UGC is consumer-generated by an individual outside of a professional organization. 
D) UGC shows a significant degree of creative effort. 
A) UGC is published on a publicly accessible website and created by end users. 
B) UGC is reposting an article found in a newspaper or magazine without editing. 
C) UGC is consumer-generated by an individual outside of a professional organization. 
D) UGC shows a significant degree of creative effort.

Question 8

TB Figure: 2  
-According to TB Figure 2,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 September 2011 is

Accepted Answer

A) LinkedIn, Twitter, YouTube, and Facebook. 
B) Facebook, LinkedIn, YouTube, and Twitter. 
C) YouTube, LinkedIn, Twitter, and Facebook. 
D) Facebook, Vimeo, YouTube, and Twitter. 
A) LinkedIn, Twitter, YouTube, and Facebook. 
B) Facebook, LinkedIn, YouTube, and Twitter. 
C) YouTube, LinkedIn, Twitter, and Facebook. 
D) Facebook, Vimeo, YouTube, and Twitter.

Question 9

In thinking about starting an ad campaign on Facebook,the brand manager considers

Accepted Answer

A) that each user who visits a Facebook Page will see the same advertisement. 
B) whether the ad has a balance of text, audio, and video when it is placed on users' Facebook Pages. 
C) letting users specify ad positioning and placement on the Facebook Page. 
D) tracking new sales produced by the ad by linking it to a coupon code, product, or promotional offer. 
A) that each user who visits a Facebook Page will see the same advertisement. 
B) whether the ad has a balance of text, audio, and video when it is placed on users' Facebook Pages. 
C) letting users specify ad positioning and placement on the Facebook Page. 
D) tracking new sales produced by the ad by linking it to a coupon code, product, or promotional offer.

Question 10

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

Accepted Answer

A) online advertisements. 
B) user-generated content (UG
C) . 
C) blogs. 
D) wikis. 
A) online advertisements. 
B) user-generated content (UG
C) . 
C) blogs. 
D) wikis.

Question 11

If a brand manager wanted to use LinkedIn to promote his or her brand,the best way would be to

Accepted Answer

A) monitor profiles for negative mentions of their brand. 
B) create a profile for their brand. 
C) use profiles of company employees for business-to-business image building. 
D) try to accumulate online "followers" for the business. 
A) monitor profiles for negative mentions of their brand. 
B) create a profile for their brand. 
C) use profiles of company employees for business-to-business image building. 
D) try to accumulate online "followers" for the business.

Question 12

All of the following are the four more widely social media networks discussed in the text EXCEPT:

Accepted Answer

A) Twitter. 
B) YouTube. 
C) Facebook. 
D) Groupon. 
A) Twitter. 
B) YouTube. 
C) Facebook. 
D) Groupon.

Question 13

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Accepted Answer

A) fan percentage. 
B) click-through rate. 
C) specific-website rate. 
D) recipient rate. 
A) fan percentage. 
B) click-through rate. 
C) specific-website rate. 
D) recipient rate.

Question 14

TB Figure: 1  
-According to TB Figure 1,which information source showed the biggest decrease in college student preference from 2000 to 2009?

Accepted Answer

A) free samples in a store 
B) information on the Internet 
C) advertising on television 
D) advertising on the Internet 
A) free samples in a store 
B) information on the Internet 
C) advertising on television 
D) advertising on the Internet

Question 15

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

Accepted Answer

A) number of photos uploaded; number of characters types (comments, tweets, etc.) 
B) purchases made online; purchases made in a store as a result of a link from a social media website 
C) traditional media costs; social media costs 
D) those linked to inputs or costs; those tied to the outputs or revenues 
A) number of photos uploaded; number of characters types (comments, tweets, etc.) 
B) purchases made online; purchases made in a store as a result of a link from a social media website 
C) traditional media costs; social media costs 
D) those linked to inputs or costs; those tied to the outputs or revenues

Question 16

What are the main ways brand managers can use Twitter?

Accepted Answer

The answer of What are the main ways brand managers...

Question 17

Figure: 20-1  
-Based on the social media identified in Figure 20-1,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. 
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.

Question 18

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) the various forms of online media content that are publicly available and created by end users. 
D) content found on forms of online media that are privately owned and operated by a single "user." 
A) content found on a "personal profile" page. 
B) content found only on blogs and wikis. 
C) the various forms of online media content that are publicly available and created by end users. 
D) content found on forms of online media that are privately owned and operated by a single "user."

Question 19

What are social media?

Accepted Answer

The answer of What are social media?...

Question 20

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

Accepted Answer

A) Farmville. 
B) Facebook. 
C) Second Life. 
D) World of Warcraft. 
A) Farmville. 
B) Facebook. 
C) Second Life. 
D) World of Warcraft.

Figure: 20-1 -Based on the social media identified in Figure 20-1,Foursquare is seen as

An "active receiver" who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n)__________.

TB Figure: 2 -According to TB Figure 2,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 September 2011 is

Brand managers can use Twitter strategically to accomplish all of the following,except:

Another term sometimes used interchangeably with "social media" is __________.

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

All the following statements about user-generated content (UGC)are true EXCEPT:

TB Figure: 2 -According to TB Figure 2,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 September 2011 is

In thinking about starting an ad campaign on Facebook,the brand manager considers

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

If a brand manager wanted to use LinkedIn to promote his or her brand,the best way would be to

All of the following are the four more widely social media networks discussed in the text EXCEPT:

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

TB Figure: 1 -According to TB Figure 1,which information source showed the biggest decrease in college student preference from 2000 to 2009?

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

What are the main ways brand managers can use Twitter?

Figure: 20-1 -Based on the social media identified in Figure 20-1,LinkedIn is

User-generated content (UGC)refers to

What are social media?

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

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Filters

Exam 20: Using Social Media to Connect With Consumers

Figure: 20-1 -Based on the social media identified in Figure 20-1,Foursquare is seen as

An "active receiver" who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n)__________.

TB Figure: 2 -According to TB Figure 2,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 September 2011 is

Brand managers can use Twitter strategically to accomplish all of the following,except:

Another term sometimes used interchangeably with "social media" is __________.

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

All the following statements about user-generated content (UGC)are true EXCEPT:

TB Figure: 2 -According to TB Figure 2,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 September 2011 is

In thinking about starting an ad campaign on Facebook,the brand manager considers

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

If a brand manager wanted to use LinkedIn to promote his or her brand,the best way would be to

All of the following are the four more widely social media networks discussed in the text EXCEPT:

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

TB Figure: 1 -According to TB Figure 1,which information source showed the biggest decrease in college student preference from 2000 to 2009?

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

What are the main ways brand managers can use Twitter?

Figure: 20-1 -Based on the social media identified in Figure 20-1,LinkedIn is

User-generated content (UGC)refers to

What are social media?

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

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Filters

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