Question 1

Social Network Image (C)above shows the __________ web page for pop singer Rebecca Black,which allows her to promote her music to her fans.

Accepted Answer

A) YouTube 
B) Pinterest 
C) Twitter 
D) Facebook 
E) LinkedIn 
A) YouTube 
B) Pinterest 
C) Twitter 
D) Facebook 
E) LinkedIn

Question 2

Based on the social media identified in Figure 19-1 above,blogs are

Accepted Answer

A) highly interactive websites. 
B) high in self-disclosure but low in media richness. 
C) low in self-disclosure but high in media richness. 
D) websites that are low in self-disclosure. 
E) websites that are high in media richness. 
A) highly interactive websites. 
B) high in self-disclosure but low in media richness. 
C) low in self-disclosure but high in media richness. 
D) websites that are low in self-disclosure. 
E) websites that are high in media richness.

Question 3

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;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 
E) a company paying a set amount for the ad to be placed on the website for a certain amount of time;a company paying a set amount to Facebook for every purchase that originated from an ad on a website 
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;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 
E) a company paying a set amount for the ad to be placed on the website for a certain amount of time;a company paying a set amount to Facebook for every purchase that originated from an ad on a website

Question 4

The convergence of real and digital worlds has been made possible by all of the following EXCEPT:

Accepted Answer

A) algorithms. 
B) traditional media. 
C) databases. 
D) smartphones. 
E) tablet devices. 
A) algorithms. 
B) traditional media. 
C) databases. 
D) smartphones. 
E) tablet devices.

Question 5

Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base?

Accepted Answer

A) YouTube 
B) LinkedIn 
C) Facebook 
D) Twitter 
E) Pinterest 
A) YouTube 
B) LinkedIn 
C) Facebook 
D) Twitter 
E) Pinterest

Question 6

All of the following are DIFFERENCES between social and traditional media EXCEPT:

Accepted Answer

A) the number of and skills required to produce and train personnel to produce the media. 
B) the permanence of the media. 
C) the credibility of the media. 
D) the ability to reach a mass or specialized market segment. 
E) the privacy and anonymity of the media. 
A) the number of and skills required to produce and train personnel to produce the media. 
B) the permanence of the media. 
C) the credibility of the media. 
D) the ability to reach a mass or specialized market segment. 
E) the privacy and anonymity of the media.

Question 7

Social Network Image (D)above shows the __________ web page that allows users to "affix" or share images of their favorite images or items on its site.

Accepted Answer

A) YouTube 
B) Pinterest 
C) Twitter 
D) Facebook 
E) LinkedIn 
A) YouTube 
B) Pinterest 
C) Twitter 
D) Facebook 
E) LinkedIn

Question 8

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

Accepted Answer

Facebook Pages allow a brand manager to

Question 9

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

Accepted Answer

A) Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media. 
B) Brand managers need to convince social networks to post their ads free of charge. 
C) Brand managers need to create "universally appealing" ads since they cannot target specific demographics on social networks. 
D) Brand managers have difficulty estimating how many users have clicked on their ads,which leads to problems in assessing an ad's effectiveness. 
E) Brand managers need to realize that there are only a few social networks to advertise on. 
A) Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media. 
B) Brand managers need to convince social networks to post their ads free of charge. 
C) Brand managers need to create "universally appealing" ads since they cannot target specific demographics on social networks. 
D) Brand managers have difficulty estimating how many users have clicked on their ads,which leads to problems in assessing an ad's effectiveness. 
E) Brand managers need to realize that there are only a few social networks to advertise on.

Question 10

What is another term that is sometimes used interchangeably with "social media?"

Accepted Answer

A) net platforms 
B) Web 3.0 
C) user generated content 
D) user platforms 
E) peer-to-peer networking 
A) net platforms 
B) Web 3.0 
C) user generated content 
D) user platforms 
E) peer-to-peer networking

Question 11

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 Page. 
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 Page.

Question 12

"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 MOST LIKELY is "Epicurious?"

Accepted Answer

A) Web 2.0 
B) a Facebook Page 
C) a wiki 
D) a blog 
E) a Twitter Page 
A) Web 2.0 
B) a Facebook Page 
C) a wiki 
D) a blog 
E) a Twitter Page

Question 13

While brand managers use both traditional and social media to promote and advertise their products,traditional media __________ while social media __________.

Accepted Answer

A) appeal to a younger audience;appeal to a middle-aged audience 
B) are cheaper;are more creative 
C) are produced quickly and inexpensively by an individual;are expensive to produce and may take a team of specialists months to complete 
D) are generally accessible everywhere to those with smartphones,computers,and tablet devices;are typically produced by an individual and privately owned by them 
E) take longer to produce and use a team of specialists;can be produced inexpensively and quickly by an individual 
A) appeal to a younger audience;appeal to a middle-aged audience 
B) are cheaper;are more creative 
C) are produced quickly and inexpensively by an individual;are expensive to produce and may take a team of specialists months to complete 
D) are generally accessible everywhere to those with smartphones,computers,and tablet devices;are typically produced by an individual and privately owned by them 
E) take longer to produce and use a team of specialists;can be produced inexpensively and quickly by an individual

Question 14

The total number of people who connect with a Post (for example,"like" or make a comment)divided by the total number of people seeing the Post is the

Accepted Answer

A) fan rate. 
B) liker rate. 
C) reader rate. 
D) active receiver rate. 
E) interaction rate. 
A) fan rate. 
B) liker rate. 
C) reader rate. 
D) active receiver rate. 
E) interaction rate.

Question 15

Online media where users submit news,photos,and videos-often accompanied by a feedback process to identify "popular" topics-is referred to as

Accepted Answer

A) rich media. 
B) Facebook. 
C) avatar media. 
D) social media. 
E) feedback loop. 
A) rich media. 
B) Facebook. 
C) avatar media. 
D) social media. 
E) feedback loop.

Social Network Image (C)above shows the __________ web page for pop singer Rebecca Black,which allows her to promote her music to her fans.

Based on the social media identified in Figure 19-1 above,blogs are

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

The convergence of real and digital worlds has been made possible by all of the following EXCEPT:

Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base?

All of the following are DIFFERENCES between social and traditional media EXCEPT:

Social Network Image (D)above shows the __________ web page that allows users to "affix" or share images of their favorite images or items on its site.

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

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

What is another term that is sometimes used interchangeably with "social media?"

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

While brand managers use both traditional and social media to promote and advertise their products,traditional media while social media .

The total number of people who connect with a Post (for example,"like" or make a comment)divided by the total number of people seeing the Post is the

Online media where users submit news,photos,and videos-often accompanied by a feedback process to identify "popular" topics-is referred to as

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

Exam 19: Using Social Media to Connect With Consumers

Social Network Image (C)above shows the __________ web page for pop singer Rebecca Black,which allows her to promote her music to her fans.

Based on the social media identified in Figure 19-1 above,blogs are

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

The convergence of real and digital worlds has been made possible by all of the following EXCEPT:

Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base?

All of the following are DIFFERENCES between social and traditional media EXCEPT:

Social Network Image (D)above shows the __________ web page that allows users to "affix" or share images of their favorite images or items on its site.

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

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

What is another term that is sometimes used interchangeably with "social media?"

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

While brand managers use both traditional and social media to promote and advertise their products,traditional media __________ while social media __________.

The total number of people who connect with a Post (for example,"like" or make a comment)divided by the total number of people seeing the Post is the

Online media where users submit news,photos,and videos-often accompanied by a feedback process to identify "popular" topics-is referred to as

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

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

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

While brand managers use both traditional and social media to promote and advertise their products,traditional media while social media .