Question 1

Marketers are increasingly using social media to reach college-age students in the U.S.because

Accepted Answer

A)  college age students are sensitive to the environment and reject ads using paper-based media.
B)  the "brand ambassadors" hasn't been as effective as expected.
C)  Internet advertising is ineffective with other age groups.
D)  they work better than traditional print media.
E)  students reject the media their parents use.F) A) and E)
G) None of the above

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
E)  visitors; unique visitorsF) C) and D)
G) A) and E)

Question 3

All of the following are the four more widely social media networks discussed in the text EXCEPT:

Accepted Answer

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

Question 4

In thinking about starting an ad campaign on Facebook,a brand manager considers

Accepted Answer

A)  that each user who visits a Facebook
B)  	whether the ad had a balance of text, audio, and video when it is placed on users’ Facebook Pages.
C)  	letting users specify ad positioning and placement on the Facebook Page.
D)  	tracking new sales produced by the ad by linking it to a coupon code, product, or promotional offer.
E)  	that advertising on Facebook Pages is free and is an economical advertising strategy.F) D) and E)
G) A) and B)

Question 5

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.
E)  a fixed discount given to a visitor for clicking on an ad.F) B) and D)
G) C) and D)

Question 6

-Based on the social media identified in Figure 16-1 above,a site that has elaborate visuals,graphics,and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?

Accepted Answer

A)  upper left
B)  upper right
C)  lower center
D)  lower right
E)  lower leftF) D) and E)
G) None of the above

Question 7

In terms of performance measures important to marketing managers,unique visitors are

Accepted Answer

A)  the total number of pages fans visit on any of a brand's social media sites in a given time period.
B)  the total number of Facebook Page views in one day.
C)  	the total number of  product website views on YouTube.
D)  	visitors who post unique comments on a product’s Facebook Page.
E)  	the total number of unique visitors to a Facebook Page in a given time period.F) C) and D)
G) D) and E)

Question 8

What is the best way a brand manager might deal with "key influencers" during a social media attack on a brand?

Accepted Answer

A)  Respond with aggression to get them to back down.
B)  Ignore them and they will stop commenting.
C)  Undermine their credibility by emphasizing the fact that they are not "experts."
D)  Communicate directly and honestly.
E)  Accept whatever solution they offer,as they will not cooperate any other way.F) A) and B)
G) A) and C)

Question 9

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as __________,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as __________.

Accepted Answer

A)  self-disclosure; media richness.
B)  emotional value; social degree.
C)  media richness; self-disclosure.
D)  social degree; emotional value.
E)  media richness; user-generated content.F) A) and E)
G) B) and D)

Question 10

Within the context of social media,an "evangelist" is an online user who

Accepted Answer

A)  is "delighted" about the brand advertised and sends messages to his/her online friends and then back to the advertiser about the joys of using the brand.
B)  tries to promote an anti-consumerist agenda to other online users,hindering the effectiveness of online advertisements.
C)  is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends.
D)  is indifferent to advertisements on social media networks.
E)  develops his/her own Facebook,Twitter,and/or YouTube following and therefore should be contacted by advertisers about placing an ad on his/her website.F) All of the above
G) D) and E)

Question 11

The performance measure of average Page views per visitor is the number of

Accepted Answer

A)  	visitors who land on a brand’s Facebook Page by clicking on a Google ad.
B)  	visitors to a brand’s web site.
C)  	visitors who view pages and comment in a given time period.
D)  	page views divided by visitors in a given time period.
E)  	visitors to a website who click on a link.F) C) and E)
G) None of the above

Question 12

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)  FacebookE) All of the above
F) B) and C)

Question 13

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

Accepted Answer

A)  Brand managers need to convince social networks to post their ads free of charge.
B)  Brand managers need to connect the cost of new social network promotions to the sales they generate.
C)  Brand managers need to create "universally appealing" ads as 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 deal with having only a limited selection of social networking platforms to advertise on.F) C) and E)
G) B) and D)

Question 14

-According to Figure 16-4 above,Facebook had slightly over __________ unique U.S.visitors per month by May 2012.

Accepted Answer

A)  20 million
B)  30 million
C)  70 million
D)  150 million
E)  800 millionF) C) and D)
G) B) and C)

Question 15

The click-through rate is

Accepted Answer

A)  the percentage of recipients who have clicked on a link on the the Page to visit a specific site.
B)  	the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link.
C)  	the percentage of customers who buy a product from the brand website.
D)  	the total number of people who have visited a brand’s Facebook Page and have become  Facebook fans.
E)  	the total number of people who have purchased the product online divided by the number of people viewing the Page.F) B) and E)
G) A) and D)

Question 16

If 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/she wants.F) All of the above
G) A) and B)

Question 17

A Facebook Page contains all of the following elements that are of interest to brand managers

Accepted Answer

A)  	a cover image.
B)  	Facebook Page posts that appear in the Newsfeed.
C)  	analytics about users
D)  	the ability to “tweet” a comment on an ad the firm has posted.
E)  	the number of people who clicked the “Like” button.F) C) and E)
G) B) and E)

Question 18

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

Accepted Answer

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

Question 19

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Accepted Answer

A)  global marketing platforms.
B)  convergent systems.
C)  intelligence technologies.
D)  smart systems.
E)  social networking sites.F) B) and E)
G) B) and D)

Question 20

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

Accepted Answer

Apps are small,downloadable software pro...

Exam 16: Using Social Media to Connect With Consumers

A Facebook Page contains all of the following elements that are of interest to brand managers

Correct AnswerverifiedShow Answer

Within the context of social media,an "evangelist" is an online user who

Correct AnswerverifiedShow Answer

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) .

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedApps are small,downloadable software pro...View AnswerShow Answer

The click-through rate is

Correct AnswerverifiedShow Answer

What is the best way a brand manager might deal with "key influencers" during a social media attack on a brand?

Correct AnswerverifiedShow Answer

The performance measure of average Page views per visitor is the number of

Correct AnswerverifiedShow Answer

-According to Figure 16-4 above,Facebook had slightly over __________ unique U.S.visitors per month by May 2012.

Correct AnswerverifiedShow Answer

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as __________,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as __________.

Correct AnswerverifiedShow Answer

Marketers are increasingly using social media to reach college-age students in the U.S.because

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

-Based on the social media identified in Figure 16-1 above,a site that has elaborate visuals,graphics,and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?

Correct AnswerverifiedShow Answer

Cost per click is a measure in which

Correct AnswerverifiedShow Answer

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Correct AnswerverifiedShow Answer

In terms of performance measures important to marketing managers,unique visitors are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In thinking about starting an ad campaign on Facebook,a brand manager considers

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

All of the following are the four more widely social media networks discussed in the text EXCEPT:

Correct AnswerverifiedShow Answer

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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) .

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Apps are small,downloadable software pro...
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In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as ,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as .

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