Question 1

Based on the social media identified in Figure 19-1 above,the social media site rated LOWEST in self-disclosure is

Accepted Answer

A)  Facebook.
B)  LiveJournal.
C)  Wikipedia.
D)  Foursquare.
E)  Farmville.F) A) and D)
G) A) and B)

Question 2

In using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing (1) the number of users or unique visitors to the website and (2) __________.

Accepted Answer

A)  the characteristics of these visitors
B)  the availability of social network to run apps
C)  the ability of the site to be measured in terms of its sales,profitability,distribution density,and other performance metrics
D)  the ability of the social network to pull controversial content
E)  the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searchesF) C) and E)
G) B) and E)

Question 3

User generated content refers to

Accepted Answer

A)  the content posted by only one user on his or her private blog.
B)  Web 3.0,the next update of the Web.
C)  the content created by one user using his or her smartphone.
D)  another term for social media.
E)  another term for "flash mobs."F) A) and B)
G) B) and E)

Question 4

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Accepted Answer

A)  power tools.
B)  financial services.
C)  cars.
D)  men's cologne.
E)  blenders.F) All of the above
G) C) and E)

Question 5

Social media are

Accepted Answer

A)  online games.
B)  online media where users submit news,photos,and videos-often accompanied by a feedback process to identify "popular" topics.
C)  any type of medium in which large groups of people read content generated by a business,government,or corporation.
D)  only media that allow face-to-face communication.
E)  all forms of electronic media.F) All of the above
G) A) and D)

Question 6

Performance measures 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.
E)  the same as for traditional media.F) A) and E)
G) D) and E)

Question 7

What is the primary purpose of LinkedIn?

Accepted Answer

A)  LinkedIn keeps track of business trends and "breaking news."
B)  LinkedIn provides a way to integrate all of one's social networks into a single,comprehensive news feed.
C)  LinkedIn provides a forum for discussion about the difficulties and stresses of the job market.
D)  LinkedIn provides a forum to create a conversation between large companies and their employees.
E)  LinkedIn is a platform for professional networking and job searching.F) A) and E)
G) A) and D)

Question 8

After Michael Drysch made his phenomenal hook shot in the "Carmex and LeBronJames.com Half-Court Hero" promotion,the footage went viral on all of the following EXCEPT:

Accepted Answer

A)  YouTube
B)  Facebook
C)  Twitter
D)  Pinterest
E)  ESPN.comF) A) and B)
G) A) and D)

Question 9

The social network that is used solely for sharing videos is

Accepted Answer

A)  Google.
B)  Facebook.
C)  YouTube.
D)  Twitter.
E)  LinkedIn.F) D) and E)
G) All of the above

Question 10

Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is MOST ACCURATE?

Accepted Answer

A)  The purpose of the video was to reinvigorate sales of the Pepsi Next brand.
B)  For Pepsi,advertising the "Test Drive" video on Facebook was much more expensive from a CPM standpoint than two 30-second TV spots placed on Fox's American Idol.
C)  Pepsi created a new social-media driven website called Pepsi MAX NASCAR with Danica Patrick as the spokesperson following the success of the "Test Drive" video.
D)  The Pepsi MAX "Test Drive" video followed the successful "Uncle Drew" TV ads.
E)  Pepsi MAX is a new,great-tasting energy drink in the introduction stage of its product life cycle that has "all the sugar and twice the caffeine" as regular Pepsi.F) B) and C)
G) C) and E)

Question 11

Figure 19-3 above shows the __________ web page for StuffDOT and the data available for marketers to assess its performance and understand its users.

Accepted Answer

A)  YouTube
B)  Pinterest
C)  Twitter
D)  Facebook
E)  LinkedInF) None of the above
G) B) and D)

Question 12

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion,which consisted of an opportunity to go to Miami for a chance to win $75,000?

Accepted Answer

A)  StuffDOT
B)  Facebook
C)  Nestlé
D)  Pepsi MAX
E)  CarmexF) A) and C)
G) B) and D)

Question 13

In terms of user characteristics shown in Figure 10-2 above,which social network has the LEAST percentage of users under 25 years of age?

Accepted Answer

A)  YouTube
B)  Facebook
C)  LinkedIn
D)  Twitter
E)  cannot be determinedF) C) and D)
G) A) and E)

Question 14

An "active receiver" who is "delighted" with the brand advertised and sends messages to his/her online friends about the brand is referred to as a(n) __________.

Accepted Answer

A)  "expert"
B)  "follower"
C)  "end-receiver"
D)  "traditional consumer"
E)  "evangelist"F) A) and E)
G) A) and D)

Question 15

A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as __________.

Accepted Answer

A)  variable fee;fixed fee
B)  cost per click;cost per thousand
C)  fixed fee;variable fee
D)  cost per thousand;cost per click
E)  traditional cost;social media costF) A) and D)
G) A) and E)

Question 16

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

Accepted Answer

Marketing managers know that social medi...

Question 17

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

Accepted Answer

A)  wiki.
B)  blog.
C)  encyclomedia.
D)  Facebook Page.
E)  "tweet."F) B) and E)
G) B) and C)

Question 18

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

Accepted Answer

A)  user-generated content (UG
C)  .
B)  wikis.
C)  net platforms.
D)  Facebook Pages.
E)  social media.F) C) and D)
G) A) and E)

Question 19

Online content that shows a significant degree of creative effort,and thus is more than simply posting a newspaper or magazine article on a personal blog,is a criterion of

Accepted Answer

A)  online advertisements.
B)  blogs.
C)  user generated content (UG
C)  .
D)  wikis.
E)  YouTube.F) D) and E)
G) None of the above

Question 20

All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations EXCEPT:

Accepted Answer

A)  Twitter.
B)  YouTube.
C)  Facebook.
D)  LinkedIn.
E)  Pinterest.F) A) and E)
G) A) and D)

Exam 19: Using Social Media to Connect With Consumers

An "active receiver" who is "delighted" with the brand advertised and sends messages to his/her online friends about the brand is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations EXCEPT:

Correct AnswerverifiedShow Answer

User generated content refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedMarketing managers know that social medi...View AnswerShow Answer

Based on the social media identified in Figure 19-1 above,the social media site rated LOWEST in self-disclosure is

Correct AnswerverifiedShow Answer

Social media are

Correct AnswerverifiedShow Answer

Online content that shows a significant degree of creative effort,and thus is more than simply posting a newspaper or magazine article on a personal blog,is a criterion of

Correct AnswerverifiedShow Answer

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is MOST ACCURATE?

Correct AnswerverifiedShow Answer

The social network that is used solely for sharing videos is

Correct AnswerverifiedShow Answer

A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as __________.

Correct AnswerverifiedShow Answer

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion,which consisted of an opportunity to go to Miami for a chance to win $75,000?

Correct AnswerverifiedShow Answer

Performance measures for social media are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is the primary purpose of LinkedIn?

Correct AnswerverifiedShow Answer

In terms of user characteristics shown in Figure 10-2 above,which social network has the LEAST percentage of users under 25 years of age?

Correct AnswerverifiedShow Answer

In using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing (1) the number of users or unique visitors to the website and (2) __________.

Correct AnswerverifiedShow Answer

Figure 19-3 above shows the __________ web page for StuffDOT and the data available for marketers to assess its performance and understand its users.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

After Michael Drysch made his phenomenal hook shot in the "Carmex and LeBronJames.com Half-Court Hero" promotion,the footage went viral on all of the following EXCEPT:

Correct AnswerverifiedShow Answer

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Marketing managers know that social medi...
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A company paying a set amount to Facebook for every time a user clicks on its ad is known as ,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as .

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