Question 1

A single social media site like Facebook or YouTube is referred to as a

Accepted Answer

A) social network. 
B) gaming website. 
C) electronic media. 
D) social media. 
A) social network. 
B) gaming website. 
C) electronic media. 
D) social media.

Question 2

As a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the customer base?

Accepted Answer

A) Hire celebrities to tweet about using their product. 
B) Run concurrent specials on multiple social media platforms such as Facebook and Twitter. 
C) use tweets to drive traffic to the brand's website. 
D) All of these 
A) Hire celebrities to tweet about using their product. 
B) Run concurrent specials on multiple social media platforms such as Facebook and Twitter. 
C) use tweets to drive traffic to the brand's website. 
D) All of these

Question 3

"Epicurious" is a website where recipes are posted by the site owner and individual cooks.Using a "four-fork" rating system,users rate and comment on these recipes for ease or difficulty in preparation,the taste of the finished dish,and whether or not they would use the recipe again.What type of social media website is "Epicurious?"

Accepted Answer

A) Web 2.0 
B) a Facebook page 
C) a wiki 
D) a blog 
A) Web 2.0 
B) a Facebook page 
C) a wiki 
D) a blog

Question 4

LinkedIn 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. 
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.

Question 5

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

Accepted Answer

The answer of Describe the communications process of both traditional...

Question 6

The social network primarily used for professional networking and job searching is

Accepted Answer

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

Question 7

A fixed amount paid to a site for posting an ad for a finite amount of time is referred to as

Accepted Answer

A) cost per thousand (CPM). 
B) cost per click (CP
C) . 
C) cost per action (CP
A) . 
D) negotiated (cost). 
A) cost per thousand (CPM). 
B) cost per click (CP
C) . 
C) cost per action (CP
A) . 
D) negotiated (cost).

Question 8

In assessing the value of tweets,Twitter users considered the majority of tweets to be

Accepted Answer

A) news. 
B) self-promotion. 
C) conversational. 
D) pointless babble. 
A) news. 
B) self-promotion. 
C) conversational. 
D) pointless babble.

Question 9

Discuss the differences between traditional print media and social media with regard to expense and access,permanence and credibility,and social authority.

Accepted Answer

The answer of Discuss the differences between traditional print media...

Question 10

Figure: 20-1  
-Based on the social media identified in Figure 20-1,Second Life has a(n)__________ degree of self-disclosure than Call of Duty.

Accepted Answer

A) higher 
B) lower 
C) equal 
D) more unique 
A) higher 
B) lower 
C) equal 
D) more unique

Question 11

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) friendster. 
B) friend visitor. 
C) fan source. 
D) fan base. 
A) friendster. 
B) friend visitor. 
C) fan source. 
D) fan base.

Question 12

According to the text,since its inception,more than ___________ apps have been downloaded in the Apple App Store around the globe.

Accepted Answer

A) 20 billion 
B) 50 billion 
C) 100 billion 
D) 500 billion 
A) 20 billion 
B) 50 billion 
C) 100 billion 
D) 500 billion

Question 13

In its early years,Facebook was a "closed" system,which meant that Facebook

Accepted Answer

A) prevented outside search engines from cataloguing and reporting mentions of a brand. 
B) put a limit on the number of countries in which Facebook could be accessed, such as China. 
C) had a policy to prevent collaboration with other sites such as MySpace. 
D) restricted brands from creating awareness through an individual Facebook Page. 
A) prevented outside search engines from cataloguing and reporting mentions of a brand. 
B) put a limit on the number of countries in which Facebook could be accessed, such as China. 
C) had a policy to prevent collaboration with other sites such as MySpace. 
D) restricted brands from creating awareness through an individual Facebook Page.

Question 14

What are "apps," and what significance do they have with respect to convergence?

Accepted Answer

The answer of What are "apps," and what significance do...

Question 15

Performance measures for output and revenues for social media are

Accepted Answer

A) less specific than those for traditional media. 
B) easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers. 
C) easiest to track using Twitter. 
D) more specific than those for traditional media. 
A) less specific than those for traditional media. 
B) easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers. 
C) easiest to track using Twitter. 
D) more specific than those for traditional media.

Question 16

A wiki is a

Accepted Answer

A) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
B) website whose content is created and edited by the ongoing collaboration of end users. 
C) unique type of Internet browser where search results are personalized for each user. 
D) website where users create a personal profile, add "friends," and exchange messages and photos with them. 
A) web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 
B) website whose content is created and edited by the ongoing collaboration of end users. 
C) unique type of Internet browser where search results are personalized for each user. 
D) website where users create a personal profile, add "friends," and exchange messages and photos with them.

Question 17

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

Accepted Answer

A) unresponsive and silent 
B) dogmatic and preachy 
C) transparent and honest 
D) bitter and petulant 
A) unresponsive and silent 
B) dogmatic and preachy 
C) transparent and honest 
D) bitter and petulant

Question 18

All of the following are critical aspects that need to be included to ensure a social media strategy is successful,except:

Accepted Answer

A) understanding who to target 
B) establishing metrics to measure success 
C) executing in an ethical fashion 
D) share as many messages as you can 
A) understanding who to target 
B) establishing metrics to measure success 
C) executing in an ethical fashion 
D) share as many messages as you can

Question 19

TB Figure: 2  
-According to TB Figure 2,Facebook had slightly over __________ unique U.S.visitors per day by September 2011.

Accepted Answer

A) 20 million 
B) 30 million 
C) 70 million 
D) 150 million 
A) 20 million 
B) 30 million 
C) 70 million 
D) 150 million

Question 20

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. 
A) social networks. 
B) user-generated content (UG
C) . 
C) blogs. 
D) wikis.

A single social media site like Facebook or YouTube is referred to as a

As a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the customer base?

LinkedIn is

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

The social network primarily used for professional networking and job searching is

A fixed amount paid to a site for posting an ad for a finite amount of time is referred to as

In assessing the value of tweets,Twitter users considered the majority of tweets to be

Discuss the differences between traditional print media and social media with regard to expense and access,permanence and credibility,and social authority.

Figure: 20-1 -Based on the social media identified in Figure 20-1,Second Life has a(n)__________ degree of self-disclosure than Call of Duty.

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

According to the text,since its inception,more than ___________ apps have been downloaded in the Apple App Store around the globe.

In its early years,Facebook was a "closed" system,which meant that Facebook

What are "apps," and what significance do they have with respect to convergence?

Performance measures for output and revenues for social media are

A wiki is a

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

All of the following are critical aspects that need to be included to ensure a social media strategy is successful,except:

TB Figure: 2 -According to TB Figure 2,Facebook had slightly over __________ unique U.S.visitors per day by September 2011.

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

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

A single social media site like Facebook or YouTube is referred to as a

As a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the customer base?

LinkedIn is

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

The social network primarily used for professional networking and job searching is

A fixed amount paid to a site for posting an ad for a finite amount of time is referred to as

In assessing the value of tweets,Twitter users considered the majority of tweets to be

Discuss the differences between traditional print media and social media with regard to expense and access,permanence and credibility,and social authority.

Figure: 20-1 -Based on the social media identified in Figure 20-1,Second Life has a(n)__________ degree of self-disclosure than Call of Duty.

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

According to the text,since its inception,more than ___________ apps have been downloaded in the Apple App Store around the globe.

In its early years,Facebook was a "closed" system,which meant that Facebook

What are "apps," and what significance do they have with respect to convergence?

Performance measures for output and revenues for social media are

A wiki is a

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

All of the following are critical aspects that need to be included to ensure a social media strategy is successful,except:

TB Figure: 2 -According to TB Figure 2,Facebook had slightly over __________ unique U.S.visitors per day by September 2011.

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

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