Question 1

The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as

Accepted Answer

A)   followers.
B)   visitors.
C)   active receivers.
D)   fans.
E)   vloggers.F) A) and B)
G) A) and C)

Question 2

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.
D)   wikis.
E)   Web 3.0.F) B) and C)
G) C) and E)

Question 3

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 contentF) B) and C)
G) A) and C)

Question 4

As a performance measure for social networks, the 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 connect 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.F) B) and D)
G) A) and C)

Question 5

Figure 17-4
-According to Figure 17-4 above, Row A is the performance measure referred to as

Accepted Answer

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

Question 6

Apps are

Accepted Answer

A)   computer-based networks that trigger actions by sensing changes in the real or digital world.
B)   software programs to measure the number of times an ad loads on a webpage.
C)   small, downloadable software programs that can run on tablet devices or smartphones.
D)   a failed marketing gimmick to advertise the benefits of smartphones.
E)   programs that can be used to organize large groups of people to form events on social networking sites.F) A) and D)
G) A) and C)

Question 7

A recent study found that a "like" or a "friend" to a brand's Facebook page is worth ________ in terms of product spending, brand loyalty, and "propensity to recommend" the site to others.

Accepted Answer

A)   $17
B)   $53
C)   $83
D)   $145
E)   $174F) None of the above
G) A) and B)

Question 8

________ refers to the broad set of interactive messaging options that are used to communicate through personal mobile devices.

Accepted Answer

A)   Mobile marketing
B)   Global positioning satellite (GPS)  advertising
C)   QR coding
D)   Digital promotion
E)   RFD algorithmsF) A) and B)
G) B) and D)

Question 9

Teenager Carter Wilkerson was awarded free chicken nuggets for a year by Wendy's based on his activity on which of the following social networks?

Accepted Answer

A)   YouTube
B)   LinkedIn
C)   Facebook
D)   Twitter
E)   PinterestF) B) and D)
G) A) and E)

Question 10

Performance measures for social media are

Accepted Answer

A)   more likely to track short-term goals than those for traditional media.
B)   harder to track than traditional media such as newspapers and magazines because marketing managers can get real figures for the circulation numbers.
C)   easiest to track using Twitter.
D)   more specific than those for traditional media because of the ease of tracking online behavior.
E)   very predictive when it comes to anticipating what will go viral.F) A) and E)
G) C) and E)

Question 11

One of Body Glove's newest products is

Accepted Answer

A)   a dog wetsuit.
B)   flexible sunglasses.
C)   a motorized surfboard.
D)   an inflatable stand up paddleboard.
E)   a lightweight skateboard.F) A) and D)
G) B) and D)

Question 12

A social media marketing plan should reach ________ in hope that they become "influentials" and eventually "evangelists."

Accepted Answer

A)   two-way communicators
B)   end users
C)   active consumers
D)   followers
E)   connectionsF) A) and B)
G) A) and C)

Question 13

Figure 17-4
-According to Figure 17-4 above, C is the performance measure referred to as

Accepted Answer

A)   cost per click.
B)   click through rate.
C)   cost per action.
D)   conversion rate.
E)   cost per thousand.F) None of the above
G) C) and D)

Question 14

In 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 after posting or publication.F) C) and D)
G) A) and C)

Question 15

The performance measure for social networks known as average page views per visitor is the number of

Accepted Answer

A)   visitors who land on a brand's Facebook page divided by the number who arrive by clicking on a Google ad.
B)   visitors to a brand's website.
C)   visitors who view pages and comment in a given time period.
D)   page views divided by visitors in a given time period.
E)   total visitors to a website divided by those who click on a link.F) All of the above
G) B) and E)

Question 16

A single social media site with millions of users interacting with each other, like Facebook, Twitter, and LinkedIn is referred to as

Accepted Answer

A)   a social network.
B)   a gaming website.
C)   an electronic medium.
D)   a social medium.
E)   a feedback medium.F) B) and C)
G) A) and C)

Question 17

Which of the following statements about the role of social media for PepsiCo's "Friend Finder" is most accurate?

Accepted Answer

A)   The purpose of the video was to reinvigorate sales of the Diet Pepsi brand.
B)   Advertising the "Friend Finder" video on Facebook made sense since so many people look up old friends on this site.
C)   Pepsi created a a series of tweets describing the rekindling of the relationship between Selena Gomez and Justin Bieber.
D)   The Pepsi "Friend Finder" YouTube video prompted users to download an app that let them find lost friends at music festivals via drone.
E)   "Friend Finder" was an expensive mistake for Pepsi, failing to connect with consumers.F) B) and C)
G) B) and D)

Question 18

All of the following statements about YouTube are true except which?

Accepted Answer

A)   YouTube is owned by Google.
B)   Advertisers have the option of targeting YouTube ads based on people's Google search histories.
C)   Many companies now offer video content through organized channels.
D)   YouTube assists small businesses in managing key words for their video ads on the website.
E)   Most content is uploaded by professional musicians, videographers, and businesspeople.F) A) and E)
G) C) and E)

Question 19

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 B)
G) D) and E)

Question 20

All of the following are differences between social and traditional media except which?

Accepted Answer

A)   the training and skills required to produce the media
B)   the permanence of the media
C)   the formation of credibility within the media
D)   the ability to reach a mass or specialized market segment
E)   the time to delivery of the mediaF) A) and C)
G) C) and D)

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

Figure 17-4 -According to Figure 17-4 above, Row A is the performance measure referred to as

Correct AnswerverifiedShow Answer

A recent study found that a "like" or a "friend" to a brand's Facebook page is worth ________ in terms of product spending, brand loyalty, and "propensity to recommend" the site to others.

Correct AnswerverifiedShow Answer

Figure 17-4 -According to Figure 17-4 above, C is the performance measure referred to as

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One of Body Glove's newest products is

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As a performance measure for social networks, the interaction rate is

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A social media marketing plan should reach ________ in hope that they become "influentials" and eventually "evangelists."

Correct AnswerverifiedShow Answer

All of the following statements about YouTube are true except which?

Correct AnswerverifiedShow Answer

Apps are

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________ refers to the broad set of interactive messaging options that are used to communicate through personal mobile devices.

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

A single social media site with millions of users interacting with each other, like Facebook, Twitter, and LinkedIn is referred to as

Correct AnswerverifiedShow Answer

The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as

Correct AnswerverifiedShow Answer

What is the primary purpose of LinkedIn?

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

In what way are traditional and social media similar?

Correct AnswerverifiedShow Answer

Which of the following statements about the role of social media for PepsiCo's "Friend Finder" is most accurate?

Correct AnswerverifiedShow Answer

The performance measure for social networks known as average page views per visitor is the number of

Correct AnswerverifiedShow Answer

Performance measures for social media are

Correct AnswerverifiedShow Answer

Teenager Carter Wilkerson was awarded free chicken nuggets for a year by Wendy's based on his activity on which of the following social networks?

Correct AnswerverifiedShow Answer

All of the following are differences between social and traditional media except which?

Correct AnswerverifiedShow Answer

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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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