Question 1

Cost per thousand 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 is paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site. 
C) a fixed amount of money is paid to the site for every sale that originated from an ad posted on that site. 
D) a fixed amount of money is paid to a site for posting an ad for a finite amount of time. 
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 is paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site. 
C) a fixed amount of money is paid to the site for every sale that originated from an ad posted on that site. 
D) a fixed amount of money is paid to a site for posting an ad for a finite amount of time.

Question 2

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time)and __________ (if someone visits five times in one day,he or she is counted once).

Accepted Answer

A) followers; fans 
B) unique fans; visitors 
C) fans; unique visitors 
D) fans; unique page views 
A) followers; fans 
B) unique fans; visitors 
C) fans; unique visitors 
D) fans; unique page views

Question 3

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

Accepted Answer

A) Cost per click. 
B) Cost per thousand. 
C) Negotiated measure. 
D) Cost per action. 
A) Cost per click. 
B) Cost per thousand. 
C) Negotiated measure. 
D) Cost per action.

Question 4

Members of LinkedIn are known as:

Accepted Answer

A) "followers" 
B) "colleagues" 
C) "contacts" 
D) "connections" 
A) "followers" 
B) "colleagues" 
C) "contacts" 
D) "connections"

Question 5

In what way are traditional and social media similar?

Accepted Answer

A) They both require specialized training. 
B) They both rely upon contributions from established "experts" to create credibility and social authority. 
C) They both can reach either large or niche audiences. 
D) They both are relatively inexpensive or free to produce. 
A) They both require specialized training. 
B) They both rely upon contributions from established "experts" to create credibility and social authority. 
C) They both can reach either large or niche audiences. 
D) They both are relatively inexpensive or free to produce.

Question 6

T-Mobile's 2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations of success by becoming popular not only in the Czech network but in neighboring Poland and Slovakia as well.While this started as a __________ marketing strategy targeted at a single country,it crossed country boundaries and became a global marketing strategy.

Accepted Answer

A) intracultural 
B) multidomestic 
C) intercultural 
D) convergence 
A) intracultural 
B) multidomestic 
C) intercultural 
D) convergence

Question 7

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

Accepted Answer

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

Question 8

The various forms of online media content that are publicly available and created by end users are referred to as

Accepted Answer

A) user-generated content (UG
C) . 
B) wikis. 
C) net platforms. 
D) Facebook pages. 
A) user-generated content (UG
C) . 
B) wikis. 
C) net platforms. 
D) Facebook pages.

Question 9

Cost per click is a measure in which

Accepted Answer

A) a fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site. 
B) a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
C) a fixed amount of money is paid to a site for posting an ad for a finite amount of time. 
D) a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month. 
A) a fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site. 
B) a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
C) a fixed amount of money is paid to a site for posting an ad for a finite amount of time. 
D) a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month.

Question 10

What are the four guidelines proposed by Buddy Media to engage fans on Facebook?

Accepted Answer

The answer of What are the four guidelines proposed by...

Question 11

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

Accepted Answer

A) find sales leads. 
B) organize focus groups. 
C) network with industry-related groups. 
D) incite controversial conversations. 
A) find sales leads. 
B) organize focus groups. 
C) network with industry-related groups. 
D) incite controversial conversations.

Question 12

What is the main difference between advertising in traditional print media and advertising on Facebook?

Accepted Answer

A) Brand managers compose the title, the copy, and the images or photos of the ad. 
B) Demographics are not taken into account when placing ads on Facebook. 
C) Brand managers do not keep an expense budget for Facebook ads. 
D) Brand managers do not select the placement of where the ads are seen on Facebook. 
A) Brand managers compose the title, the copy, and the images or photos of the ad. 
B) Demographics are not taken into account when placing ads on Facebook. 
C) Brand managers do not keep an expense budget for Facebook ads. 
D) Brand managers do not select the placement of where the ads are seen on Facebook.

Question 13

An example of a smart system is(are)

Accepted Answer

A) social networking sites at colleges and universities. 
B) location-based app downloaded to a GPS-enabled smartphone. 
C) global marketing strategies that leverage advertising assets to multiple countries. 
D) convergence systems. 
A) social networking sites at colleges and universities. 
B) location-based app downloaded to a GPS-enabled smartphone. 
C) global marketing strategies that leverage advertising assets to multiple countries. 
D) convergence systems.

Question 14

Twitter 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 15

China has consistently blocked __________ and ____________ use by its citizens.

Accepted Answer

A) smartphones; Facebook 
B) Twitter; Facebook 
C) Gmail; Facebook 
D) Facebook; Internet 
A) smartphones; Facebook 
B) Twitter; Facebook 
C) Gmail; Facebook 
D) Facebook; Internet

Question 16

A website whose content is created and edited by the ongoing collaboration of end users is known as a

Accepted Answer

A) wiki. 
B) blog. 
C) Net platform. 
D) Facebook page. 
A) wiki. 
B) blog. 
C) Net platform. 
D) Facebook page.

Cost per thousand is a measure in which

Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time)and (if someone visits five times in one day,he or she is counted once).

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

Members of LinkedIn are known as:

In what way are traditional and social media similar?

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

The various forms of online media content that are publicly available and created by end users are referred to as

Cost per click is a measure in which

What are the four guidelines proposed by Buddy Media to engage fans on Facebook?

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

What is the main difference between advertising in traditional print media and advertising on Facebook?

An example of a smart system is(are)

Twitter is

China has consistently blocked and __ use by its citizens.

A website whose content is created and edited by the ongoing collaboration of end users is known as a

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

Cost per thousand is a measure in which

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time)and __________ (if someone visits five times in one day,he or she is counted once).

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

Members of LinkedIn are known as:

In what way are traditional and social media similar?

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

The various forms of online media content that are publicly available and created by end users are referred to as

Cost per click is a measure in which

What are the four guidelines proposed by Buddy Media to engage fans on Facebook?

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

What is the main difference between advertising in traditional print media and advertising on Facebook?

An example of a smart system is(are)

Twitter is

China has consistently blocked __________ and ____________ use by its citizens.

A website whose content is created and edited by the ongoing collaboration of end users is known as a

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

Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time)and (if someone visits five times in one day,he or she is counted once).

China has consistently blocked and __ use by its citizens.