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 unfavourable impression 
D) a visual measure; an emotional measure 
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 unfavourable impression 
D) a visual measure; an emotional measure

Question 2

What is meant by "convergence" of real and digital worlds? Provide one example.

Accepted Answer

The answer of What is meant by "convergence" of real...

Question 3

In classifying social media,self-disclosure is

Accepted Answer

A) the degree to which a person's thoughts, feelings, likes, and dislikes are made public. 
B) the degree of acoustic, visual, and personal contact between two communication partners. 
C) an undesirable effect of social media, in which too much personal information is given resulting in identity theft. 
D) a growing trend in which telephone and e-mail communications contribute to one's online profile. 
A) the degree to which a person's thoughts, feelings, likes, and dislikes are made public. 
B) the degree of acoustic, visual, and personal contact between two communication partners. 
C) an undesirable effect of social media, in which too much personal information is given resulting in identity theft. 
D) a growing trend in which telephone and e-mail communications contribute to one's online profile.

Question 4

What is the challenge presented to brand managers by social media advertising?

Accepted Answer

A) Brand managers need to convince social networks to post their ads free of charge. 
B) Brand managers need to connect the cost of new social network promotions to the sales they generate. 
C) Brand managers need to create "universally appealing" ads as they cannot target specific demographics on social networks. 
D) Brand managers need to estimate how many users have clicked on their ads, leading to difficulties in assessing an ad's effectiveness. 
A) Brand managers need to convince social networks to post their ads free of charge. 
B) Brand managers need to connect the cost of new social network promotions to the sales they generate. 
C) Brand managers need to create "universally appealing" ads as they cannot target specific demographics on social networks. 
D) Brand managers need to estimate how many users have clicked on their ads, leading to difficulties in assessing an ad's effectiveness.

Question 5

The concept underlying Bitter Girls focuses on

Accepted Answer

A) the most-popular-girl-in-her-high-school-class model. 
B) bringing introverted girls out of their shells. 
C) increasing the assertiveness of shy girls. 
D) a message that is uplifting and empowering for girls. 
A) the most-popular-girl-in-her-high-school-class model. 
B) bringing introverted girls out of their shells. 
C) increasing the assertiveness of shy girls. 
D) a message that is uplifting and empowering for girls.

Question 6

The concept underlying Bitter Girls was developed because the AOI team wanted to

Accepted Answer

A) empower tween and teen girls who do not fit into the most-popular-girl-in-high-school model. 
B) bring out the sullenness of this age group. 
C) encourage tween and teen girls to turn from bitter to sweet. 
D) downplay a message that is uplifting and empowering for girls. 
A) empower tween and teen girls who do not fit into the most-popular-girl-in-high-school model. 
B) bring out the sullenness of this age group. 
C) encourage tween and teen girls to turn from bitter to sweet. 
D) downplay a message that is uplifting and empowering for girls.

Question 7

Facebook consistently addresses issues related to user privacy because users post personal information to their Facebook accounts and

Accepted Answer

A) have a right to know if Facebook changes the way their personal information is released. 
B) use search engines such as Google and Bing. 
C) Facebook makes them "opt-out" of privacy setting changes. 
D) "by default" have their privacy settings changed by Facebook employees. 
A) have a right to know if Facebook changes the way their personal information is released. 
B) use search engines such as Google and Bing. 
C) Facebook makes them "opt-out" of privacy setting changes. 
D) "by default" have their privacy settings changed by Facebook employees.

Question 8

Smart systems are called "smart" because

Accepted Answer

A) a user needs to be intelligent to use them efficiently and effectively. 
B) users are primarily located at colleges and universities. 
C) in this case "smart" means fashionable or cool. 
D) they use various sensing features to facilitate more dynamic interactions with consumers. 
A) a user needs to be intelligent to use them efficiently and effectively. 
B) users are primarily located at colleges and universities. 
C) in this case "smart" means fashionable or cool. 
D) they use various sensing features to facilitate more dynamic interactions with consumers.

Question 9

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) Ads appear on the right-hand side of a user's profile page. 
D) They are integrated into the "newsfeed" on a Facebook user's home page. 
A) Messages are sent to the "inbox" on a user's profile page. 
B) Pop-up ads appear after a user logs in. 
C) Ads appear on the right-hand side of a user's profile page. 
D) They are integrated into the "newsfeed" on a Facebook user's home page.

Question 10

The social network that is used solely for sharing videos is

Accepted Answer

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

Question 11

The click-through rate is

Accepted Answer

A) the percentage of recipients who have clicked on a link on the Page to visit a specific site. 
B) the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link. 
C) the percentage of customers who buy a product from the brand website. 
D) the total number of people who have visited a brand's Facebook Page and have become Facebook fans of the product. 
A) the percentage of recipients who have clicked on a link on the Page to visit a specific site. 
B) the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link. 
C) the percentage of customers who buy a product from the brand website. 
D) the total number of people who have visited a brand's Facebook Page and have become Facebook fans of the product.

Question 12

Social networks are

Accepted Answer

A) gaming websites. 
B) Internet browsers. 
C) specific social media like Facebook or YouTube. 
D) the replacement for e-mail to send private messages. 
A) gaming websites. 
B) Internet browsers. 
C) specific social media like Facebook or YouTube. 
D) the replacement for e-mail to send private messages.

Question 13

Social networks can be classified based on both __________ and __________.

Accepted Answer

A) web browsers; apps 
B) user-generated content (UG
C) ; organization-sponsored content (OS
C)  
C) media richness; self-disclosure 
D) textual; visual 
A) web browsers; apps 
B) user-generated content (UG
C) ; organization-sponsored content (OS
C)  
C) media richness; self-disclosure 
D) textual; visual

Question 14

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

Accepted Answer

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

Question 15

What is the role of a brand manager in advertising on Facebook?

Accepted Answer

The answer of What is the role of a brand...

Question 16

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Accepted Answer

A) create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products 
B) monitor e-mail for customer complaints and respond promptly with a 50 percent discount coupon 
C) hold a cooking contest to generate new recipes using Betty Crocker products 
D) produce commercials incorporating images of Betty Crocker cooking with Julia Child 
A) create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products 
B) monitor e-mail for customer complaints and respond promptly with a 50 percent discount coupon 
C) hold a cooking contest to generate new recipes using Betty Crocker products 
D) produce commercials incorporating images of Betty Crocker cooking with Julia Child

Question 17

Facebook 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 "tweets," 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. 
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 "tweets," 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.

Question 18

A blog is a:

Accepted Answer

A) business-oriented website that lets users create profiles for professional networking. 
B) unique type of Internet browser where search results are personalized for each user. 
C) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
D) website where users create a personal profile, add "friends," and exchange messages and photos with them. 
A) business-oriented website that lets users create profiles for professional networking. 
B) unique type of Internet browser where search results are personalized for each user. 
C) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
D) website where users create a personal profile, add "friends," and exchange messages and photos with them.

Question 19

Cost per click is a performance measure in which __________,whereas cost per thousand is a performance measure in which __________.

Accepted Answer

A) a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000 
B) a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000; a company paying a set amount to Facebook for every time a user clicks on its ad 
C) a company paying a set amount to Facebook for every time a user clicks on its ad and goes to its website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000 
D) a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company paying a set amount for the ad to be placed on the website for a certain amount of time 
A) a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000 
B) a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000; a company paying a set amount to Facebook for every time a user clicks on its ad 
C) a company paying a set amount to Facebook for every time a user clicks on its ad and goes to its website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000 
D) a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company paying a set amount for the ad to be placed on the website for a certain amount of time

Question 20

How did Greenpeace use social media to leverage "crowd power" 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 swarmed Nestlé's Facebook Page with comments. 
D) Greenpeace protested Nestlé's policies on a television talk show. 
A) Greenpeace hacked into Nestlé's website. 
B) Greenpeace posted a provocative video on YouTube, then later on Vimeo. 
C) Greenpeace swarmed Nestlé's Facebook Page with comments. 
D) Greenpeace protested Nestlé's policies on a television talk show.

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

What is meant by "convergence" of real and digital worlds? Provide one example.

In classifying social media,self-disclosure is

What is the challenge presented to brand managers by social media advertising?

The concept underlying Bitter Girls focuses on

The concept underlying Bitter Girls was developed because the AOI team wanted to

Facebook consistently addresses issues related to user privacy because users post personal information to their Facebook accounts and

Smart systems are called "smart" because

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

The social network that is used solely for sharing videos is

The click-through rate is

Social networks are

Social networks can be classified based on both and .

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

What is the role of a brand manager in advertising on Facebook?

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Facebook is

A blog is a:

Cost per click is a performance measure in which ,whereas cost per thousand is a performance measure in which .

How did Greenpeace use social media to leverage "crowd power" to get Nestlé to capitulate to its demands?

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

In classifying social media,media richness is __________,whereas self-disclosure is __________.

What is meant by "convergence" of real and digital worlds? Provide one example.

In classifying social media,self-disclosure is

What is the challenge presented to brand managers by social media advertising?

The concept underlying Bitter Girls focuses on

The concept underlying Bitter Girls was developed because the AOI team wanted to

Facebook consistently addresses issues related to user privacy because users post personal information to their Facebook accounts and

Smart systems are called "smart" because

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

The social network that is used solely for sharing videos is

The click-through rate is

Social networks are

Social networks can be classified based on both __________ and __________.

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

What is the role of a brand manager in advertising on Facebook?

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Facebook is

A blog is a:

Cost per click is a performance measure in which __________,whereas cost per thousand is a performance measure in which __________.

How did Greenpeace use social media to leverage "crowd power" to get Nestlé to capitulate to its demands?

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

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

Social networks can be classified based on both and .

Cost per click is a performance measure in which ,whereas cost per thousand is a performance measure in which .