Question 1

Users or members of social networks are

Accepted Answer

A)   where a social network's following comes from-with fans coming from a friend being more valuable than those coming from an ad.
B)   the total number of unique individuals to a web page in a given time period-counted each time they log on to the site during that period of time.
C)   the total number of unique individuals to a web page in a given time period, regardless of how many times they log on to the site during that period of time.
D)   individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password.
E)   the number of people who have opted in to a brand's messages through a social media platform at a given time.F) A) and B)
G) C) and D)

Question 2

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 individualF) B) and C)
G) A) and E)

Question 3

Web 3.0 is expected to integrate

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) B) and C)
G) C) and D)

Question 4

Even very successful video game apps can reach the decline stage of the product life cycle quickly, so Clash of Clans and Candy Crush Saga video games have sought to ________ to address this challenge.

Accepted Answer

A)   make highly engaging games based on the Angry Birds approach
B)   use social media strategies
C)   build on a huge personal-rewards psychology for players
D)   quickly create new games
E)   create product extensionsF) B) and D)
G) A) and C)

Question 5

________ marketing program is that portion of a company's integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network.

Accepted Answer

A)   A viral
B)   A social media
C)   An active user
D)   A webrooming
E)   A customerizationF) All of the above
G) B) and E)

Question 6

The degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network is referred to as customer

Accepted Answer

A)   influencing.
B)   interaction.
C)   filtering.
D)   engagement.
E)   evangelism.F) A) and D)
G) A) and B)

Question 7

Another term sometimes used interchangeably with social media is

Accepted Answer

A)   net platforms.
B)   WebRedux.
C)   user platforms.
D)   Web 2.0.
E)   peer-to-peer networking.F) D) and E)
G) A) and B)

Question 8

After Michael Drysch made his phenomenal hook shot in the Carmex Half-Court Hero promotion, the footage went viral and earned Carmex over 500 million media impressions across TV, print, online, and social media. The lesson here is to

Accepted Answer

A)   focus efforts on gaining YouTube views.
B)   ensure that social media does not explore controversial topics.
C)   look for ways to maximize social media because of its reach with younger audiences.
D)   match social media content with important social media influencers like LeBron James.
E)   focus efforts on sports-related media such as ESPN.com.F) None of the above
G) A) and D)

Question 9

Describe the process of creating brand "evangelists."

Accepted Answer

Social media deliberately seek to reach ...

Question 10

All of the following are among the seven types of social media content used by companies to create and sustain customer engagement except which?

Accepted Answer

A)   controversial content
B)   educational content
C)   connecting content
D)   newsworthy content
E)   entertaining contentF) A) and D)
G) C) and D)

Question 11

Facebook continues to enhance its capabilities; it recently acquired

Accepted Answer

A)   Twitter.
B)   Pinterest.
C)   Vimeo.
D)   Snapchat.
E)   Oculus.F) A) and E)
G) A) and B)

Question 12

As a performance measure for social networks, share of voice is

Accepted Answer

A)   the number of comments users are making on a product or a brand.
B)   the percentage of comments users are making on the unique videos posted about a product or brand.
C)   the brand's percentage of all the online social media chatter related to a product category or topic.
D)   the number of users tweeting about a brand or product.
E)   the number of users chatting online about a brand or product.F) D) and E)
G) C) and D)

Question 13

Cost per thousand (CPM)  is a measure in which

Accepted Answer

A)   a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it.
B)   a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
C)   a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)   a fixed amount of money that is paid to a site for posting an ad for a finite amount of time.
E)   a fixed discount is given to a visitor for clicking on an ad.F) A) and E)
G) All of the above

Question 14

Web 2.0 and Web 3.0 identify

Accepted Answer

A)   the functionalities of the Web that make possible the high degree of interactivity among users.
B)   technical updates of the World Wide Web from Web 1.0.
C)   the second and third generations of Internet browsers.
D)   the increased degree of anonymity among users that continues to be improved.
E)   the final published form of marketer-generated content in consumer and business markets, respectively.F) All of the above
G) B) and E)

Question 15

Facebook 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 "tweets," 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 virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.F) A) and B)
G) C) and E)

Question 16

As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site

Accepted Answer

A)   decreases.
B)   is not affected.
C)   can be more easily manipulated.
D)   increases.
E)   can't be determined as exactly.F) B) and C)
G) A) and B)

Question 17

A social media marketing plan's purpose is to reach

Accepted Answer

A)   a captive audience who pays close attention to marketing information and buys products online.
B)   end users who buy products online.
C)   traditional consumers who buy products in retail stores.
D)   active consumers who will communicate with their online friends and the company about the joys of using a brand.
E)   multichannel buyers who browse products online and buy them in stores.F) C) and E)
G) A) and C)

Question 18

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

Accepted Answer

A)   Write an informative, short, memorable profile headline.
B)   Include an appropriate 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 resume.F) B) and D)
G) A) and C)

Question 19

Which of the following 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 emails.
E)   UGC is limited to text-only, 280 character maximum posts due to technical restrictions.F) B) and C)
G) B) and E)

Question 20

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)   followers; unique visitorsF) B) and E)
G) A) and C)

Exam 17: Using Social Media and Mobile Marketing to Connect With Consumers

All of the following are among the seven types of social media content used by companies to create and sustain customer engagement except which?

Correct AnswerverifiedShow Answer

Users or members of social networks are

Correct AnswerverifiedShow Answer

Web 2.0 and Web 3.0 identify

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

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

Correct AnswerverifiedShow Answer

________ marketing program is that portion of a company's integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network.

Correct AnswerverifiedShow Answer

Brand managers use both traditional and social media to promote and advertise their products. Traditional media ________ while social media ________.

Correct AnswerverifiedShow Answer

Facebook is

Correct AnswerverifiedShow Answer

Facebook continues to enhance its capabilities; it recently acquired

Correct AnswerverifiedShow Answer

As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site

Correct AnswerverifiedShow Answer

As a performance measure for social networks, share of voice is

Correct AnswerverifiedShow Answer

Web 3.0 is expected to integrate

Correct AnswerverifiedShow Answer

Even very successful video game apps can reach the decline stage of the product life cycle quickly, so Clash of Clans and Candy Crush Saga video games have sought to ________ to address this challenge.

Correct AnswerverifiedShow Answer

Another term sometimes used interchangeably with social media is

Correct AnswerverifiedShow Answer

After Michael Drysch made his phenomenal hook shot in the Carmex Half-Court Hero promotion, the footage went viral and earned Carmex over 500 million media impressions across TV, print, online, and social media. The lesson here is to

Correct AnswerverifiedShow Answer

Cost per thousand (CPM) is a measure in which

Correct AnswerverifiedShow Answer

The degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network is referred to as customer

Correct AnswerverifiedShow Answer

A social media marketing plan's purpose is to reach

Correct AnswerverifiedShow Answer

Describe the process of creating brand "evangelists."

Correct AnswerverifiedSocial media deliberately seek to reach ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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 Answer
verified

Correct Answer
verified

Correct Answer
verified

Brand managers use both traditional and social media to promote and advertise their products. Traditional media while social media .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Social media deliberately seek to reach ...
View Answer

Correct Answer
verified