Question 1

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

Question 2

interaction rate is

Accepted Answer

A)  the total number of people who are fans of the Post divided by the total number of people in the target demographic. 
B)  the number of people who "like" a Post. 
C)  the number of people who read a Post on a Page divided by the total number of people seeing the Post. 
D)  the number of people who interact with a Post divided by the total number of people seeing the Post. 
E)  the number of people who visit the product website and click on at least one link.

Question 3

Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________,as visuals,graphics,and animations were the major draw for World of Warcraft users.

Accepted Answer

A)  media richness 
B)  self-disclosure 
C)  character development 
D)  product placement 
E)  "wikiness"

Question 4

a limited marketing budget,the AOI team concluded the best way to develop a following was to

Accepted Answer

A)  develop a hypothetical LinkedIn "connection" for each Bitter Girl. 
B)  produce a 3-minute YouTube video, hoping it would go viral. 
C)  utilize its own website and Facebook. 
D)  aggressively describe Bitter Girls on Twitter. 
E)  feature creative stories about each Bitter Girl that then appear on Vimeo.

Question 5

the content of a blog or messages posted on social media sites moves from impersonal to highly personal,the level of self-disclosure __________.

Accepted Answer

A)  decreases 
B)  is not affected 
C)  undermines the credibility of the site 
D)  increases 
E)  increases the credibility of the site

Question 6

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. 
E)  YouTube.

Question 7

of the following statements about YouTube are true EXCEPT:

Accepted Answer

A)  registered users can upload an unlimited number of videos. 
B)  every minute, 48 hours of video is uploaded to the site. 
C)  seventy percent of the video traffic comes from outside the U.S. 
D)  unregistered users can watch videos but cannot upload them. 
E)  most of the content is uploaded by companies like CBS, 3M, and Home Depot.

Question 8

Brand managers find out what people are saying about their brand on Twitter by

Accepted Answer

A)  having employees perform spot-checks on posts. 
B)  creating their own Twitter account and seeing what "followers" say on Facebook. 
C)  using keyword search monitoring from services such as CoTweet or HootSuite. 
D)  recognizing that posts are too brief to allow for a substantive mention of their brand. 
E)  employing outside search services such as Google and Bing.

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

is one way in which "Web 2.0" media are different from traditional media?

Accepted Answer

A)  Web 2.0 involves online media where users submit comments, photos, and videos as well as have genuine online conversation among multiple users. 
B)  The ability to access the Internet from smartphones brought on a cultural revolution when the majority of college students began to use them. 
C)  Greater bandwidth allows for faster media downloads from the Internet. 
D)  All college students use Web 2.0. 
E)  The technical interface of Web 2.0 is user friendly.

Question 11

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. 
E)  Google Chrome.

Question 12

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. 
E)  website whose content is created and edited by the ongoing collaboration of end users.

Question 13

a clothing store is hoping to let customers know of its competitive prices on jeans,a useful smartphone app to spread this information is

Accepted Answer

A)  Instagram. 
B)  an app released by The Find, where a customer can search for the product among 500,000 stores. 
C)  Twitter. 
D)  an app released by Facebook that lets customers receive discounts for "checking in" at a store location. 
E)  an app released by Esquire that lets a customer look at different brands and order the one he or she wants.

Question 14

YouTube 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. 
E)  a website enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 15

marketing challenge for the brand manager using a Facebook Page is to post and create content that will generate the best response.This goal can be accomplished by

Accepted Answer

A)  updating content regularly to keep it fresh. 
B)  using familiar imagery and messaging, but adding a twist. 
C)  engaging users and letting them guide site content. 
D)  leveraging existing media assets for the brand. 
E)  all of the above.

Question 16

According to Figure 19-5 above,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. 
E)  Twitter, Facebook, YouTube, and LinkedIn.

Question 17

example of a performance measure linked to inputs or costs in social media advertising is

Accepted Answer

A)  Facebook allows companies' ads to show up in pop-up windows throughout the site. 
B)  Facebook charges companies to create a Facebook Page for their brands. 
C)  Facebook staff members create ads for companies who want to advertise on Facebook. 
D)  Facebook charges for ads to appear along the right-hand section of a Facebook webpage. 
E)  Facebook charges companies every time their brand is mentioned in a user's profile.

Question 18

a brand manager for Honda creates an offbeat and funny video featuring its latest model,the best social networking site to publish the video for marketing purposes would be __________.

Accepted Answer

A)  Facebook 
B)  LinkedIn 
C)  Twitter 
D)  YouTube 
E)  the Honda website

Question 19

popular social network used by college students to find and share the best content on the Web is

Accepted Answer

A)  Tumblr. 
B)  Flickr. 
C)  Vimeo. 
D)  Hi5. 
E)  StumbleUpon.

Question 20

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. 
E)  They both produce content that can be altered.

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers