Question 1

To engage fans on Facebook, a good strategy is for a brand manager to use it to

Accepted Answer

A)   create ads that will appear in a specified, strategic position on every page when users log into their profiles.
B)   send an e-mail message to every registered Facebook user.
C)   learn users' passions and let them guide content, as Taco Bell does with polling its users.
D)   create ads that incorporate controversial topics such as religion and politics to get Facebook users to "like" their page.
E)   develop a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.F) A) and B)
G) B) and E)

Question 2

Performance measures for social media marketing programs are divided into two types:

Accepted Answer

A)   the number of photos uploaded and the number of characters typed (comments, tweets, etc.) .
B)   purchases made online and purchases made in a store as a result of a link from a social media website.
C)   traditional media costs and social media costs.
D)   the number of "views" of a YouTube video and the number of "likes" on Facebook.
E)   those linked to inputs or costs and those tied to the outputs or revenues.F) A) and D)
G) C) and D)

Question 3

All of these are tips experts recommend to student job seekers using LinkedIn except which?

Accepted Answer

A)   Write an informative, short, memorable profile headline.
B)   Include a clear, simple, recent photo of yourself.
C)   Include as many recommendations as you can get.
D)   Fill in the Skills & Expertise section with keywords that recruiters use in their searches.
E)   Set your profile to "public" and include its URL on your résumé.F) A) and E)
G) A) and C)

Question 4

The social media website open to anyone age 13 and over where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them is known as

Accepted Answer

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

Question 5

Figure 20-4
-According to Figure 20-4 above, Row A is the performance measure referred to as

Accepted Answer

A)   cost-per-click.
B)   cost-per-thousand.
C)   click-through-rate.
D)   cost-per-view.
E)   cost-per-action.F) A) and B)
G) A) and C)

Question 6

Web 3.0 integrates

Accepted Answer

A)   a more reliable and private Internet browser.
B)   search algorithms tied to facial recognition and emotional states.
C)   faster routers that allow for quicker, more efficient Internet service.
D)   Cloud computing, big data, and the Internet of Things.
E)   a technical interface with the Internet that allows access with hand gestures.F) D) and E)
G) C) and E)

Question 7

Which of these statements about Facebook is most accurate?

Accepted Answer

A)   Facebook is the third most-used social network.
B)   Facebook has a similar number of male and female users.
C)   Facebook is owned by Google.
D)   Facebook's most commonly used tool lets people keep in touch through private, long text entries similar to e-mail.
E)   Facebook has a nominal fee to join, depending on country of origin.F) B) and D)
G) D) and E)

Question 8

Which of these is most accurate in describing influencer marketing?

Accepted Answer

A)   There is rarely any type of compensation involved for influencers.
B)   Influencer marketing is based on personal influence as a behavioral concept.
C)   Influencer marketing is most effective when used in traditional media.
D)   Most influencer marketing has a political purpose.
E)   It is limited in scope because businesses have been unable to find suitable influencers for most products.F) B) and E)
G) A) and D)

Question 9

All of these are digital metrics used by Body Glove except which?

Accepted Answer

A)   cost per impression
B)   e-commerce revenue
C)   click-through rates
D)   app downloads
E)   impressionsF) A) and E)
G) All of the above

Question 10

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 280 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 that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.F) None of the above
G) D) and E)

Question 11

In using ________, brand managers can post images of their company's products on their board in hopes that they will be shared on other themed boards, or that users will follow the links back to their websites.

Accepted Answer

A)   YouTube
B)   Pinterest
C)   Twitter
D)   Facebook
E)   LinkedInF) A) and B)
G) A) and C)

Question 12

User-generated content

Accepted Answer

A)   is the content posted by only one user on his or her private blog.
B)   refers to Web 3.0, the next update of the web.
C)   is the content created by one user using his or her smartphone.
D)   can include video, blogs, discussion forum posts, digital images, and audio files.
E)   is a formal term for viral marketing.F) B) and D)
G) A) and D)

Question 13

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 14

Snapchat recently released a link to an augmented reality image of Michael Jordan, which showed the basketball player wearing the newest model of sneakers.Users could then "walk around" Jordan, view the product, and tap into the Snap Store to make a purchase. This is an example of

Accepted Answer

A)   social commerce technologies.
B)   a database.
C)   an algorithm.
D)   webrooming.
E)   customerization.F) C) and E)
G) C) and D)

Question 15

As a performance measure for social networks, 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.F) None of the above
G) B) and E)

Question 16

YouTube would be an excellent social network to advertise all of these products except which?

Accepted Answer

A)   power tools
B)   financial services
C)   cars
D)   deep sea diving vacations
E)   blendersF) C) and D)
G) A) and C)

Question 17

As 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.F) D) and E)
G) A) and B)

Question 18

Which of these statements about user-generated content (UGC)  is most accurate?

Accepted Answer

A)   UGC is published where it is accessible to the public.
B)   UGC must show a sequential journey through posts made by a user.
C)   UGC is intended for commercial profit.
D)   UGC includes personal e-mails.
E)   UGC is limited to text-only, 280-character maximum posts due to technical restrictions.F) B) and C)
G) A) and C)

Question 19

New performance measures are emerging in an effort to find an ideal one for social media advertising that

Accepted Answer

A)   links unique visitors and new products.
B)   monitors registered users.
C)   evaluates brand awareness.
D)   ties actual sales revenues to the cost of the ad.
E)   links brand buzz and consumers' emotional connections to the brand.F) A) and E)
G) A) and D)

Question 20

User-generated content (UGC)  refers to

Accepted Answer

A)   content found on a "personal profile" page.
B)   content found only on blogs and wikis.
C)   content that is created with the intention of achieving commercial profit.
D)   content found on forms of online media that are privately owned and operated by a single "user."
E)   the various forms of online media content that are publicly available and created by end users.F) A) and D)
G) A) and C)

Exam 20: Personal Selling and Sales Management

All of these are digital metrics used by Body Glove except which?

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Which of these is most accurate in describing influencer marketing?

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User-generated content

Correct AnswerverifiedShow Answer

YouTube would be an excellent social network to advertise all of these products except which?

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Figure 20-4 -According to Figure 20-4 above, Row A is the performance measure referred to as

Correct AnswerverifiedShow Answer

To engage fans on Facebook, a good strategy is for a brand manager to use it to

Correct AnswerverifiedShow Answer

Which of these statements about user-generated content (UGC) is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In using ________, brand managers can post images of their company's products on their board in hopes that they will be shared on other themed boards, or that users will follow the links back to their websites.

Correct AnswerverifiedShow Answer

Snapchat recently released a link to an augmented reality image of Michael Jordan, which showed the basketball player wearing the newest model of sneakers.Users could then "walk around" Jordan, view the product, and tap into the Snap Store to make a purchase. This is an example of

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

New performance measures are emerging in an effort to find an ideal one for social media advertising that

Correct AnswerverifiedShow Answer

Which of these statements about Facebook is most accurate?

Correct AnswerverifiedShow Answer

As a performance measure for social networks, 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

Correct AnswerverifiedShow Answer

User-generated content (UGC) refers to

Correct AnswerverifiedShow Answer

Performance measures for social media marketing programs are divided into two types:

Correct AnswerverifiedShow Answer

All of these are tips experts recommend to student job seekers using LinkedIn except which?

Correct AnswerverifiedShow Answer

YouTube is

Correct AnswerverifiedShow Answer

The social media website open to anyone age 13 and over where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them is known as

Correct AnswerverifiedShow Answer

Web 3.0 integrates

Correct AnswerverifiedShow Answer

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Marketing managers know that social medi...
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