Question 1

The convergence of real and digital worlds has been made possible by all of the following except which?

Accepted Answer

A)  sensors
B)  radio
C)  databases
D)  smartphones
E)  tablet devicesF) A) and B)
G) B) and E)

Question 2

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) All of the above
G) A) and E)

Question 3

The ________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Accepted Answer

A)  cost-per-click
B)  cost-per-thousand
C)  fixed-fee-rate
D)  cost-per-view
E)  cost-per-actionF) B) and C)
G) All of the above

Question 4

To generate traffic to a Facebook Page for a brand,which is mode of advertising on Facebook?

Accepted Answer

A)  Messages can be sent to the inbox on a user's profile page.
B)  Pop-up ads can appear after a user logs in.
C)  Facebook will place links to other webpages on its home page.
D)  Facebook does not allow any forms of advertising.
E)  Paid ads and sponsored stories can appear on a user's profile page.F) A) and B)
G) B) and C)

Question 5

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

Accepted Answer

A)  Twitter.
B)  LinkedIn.
C)  Facebook.
D)  YouTube.
E)  Facetime.F) None of the above
G) B) and E)

Question 6

A wiki is a

Accepted Answer

A)  web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
B)  business-oriented website that lets users create profiles for professional networking.
C)  unique type of Internet browser where search results are personalized for each user.
D)  website where users create a personal profile,add "friends," and exchange messages and photos with them.
E)  website whose content is created and edited by the ongoing collaboration of end users.F) All of the above
G) A) and E)

Question 7

The greatest concern consumers may have regarding the convergence of the real and digital worlds is

Accepted Answer

A)  the elimination of traditional media;all media will become digital.
B)  a decreased emphasis on measuring the marketing return on investment for social media initiatives.
C)  the interference with personal privacy as personal data gets shared within and across social media.
D)  the proliferation of ads and sponsored stories on social networking sites that reduce click-through rates.
E)  the absence of digital cash to complete the near field communication transaction process.F) A) and E)
G) None of the above

Question 8

All of the following are true about StuffDOT except which?

Accepted Answer

A)  StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item.
B)  StuffDOT start-up targets college-aged women.
C)  StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city.
D)  StuffDOT campus ambassadors are a major force behind the platform's growth.
E)  StuffDOT financial rewards can be redeemed for gift cards with many major retailers.F) B) and E)
G) A) and D)

Question 9

Compared with earlier forms of the Web,Web 3.0 is expected to

Accepted Answer

A)  include content that has previously been archived to prevent dead links.
B)  include multiple technical updates and formalized rules.
C)  provide greater bandwidth to allow for faster media downloads from the Internet.
D)  incorporate new functionalities that are customized to each individual.
E)  use a technical interface that is more user-friendly.F) A) and E)
G) C) and D)

Question 10

Which of the following statements is true about Facebook?

Accepted Answer

A)  Facebook is second to Twitter in the number of registered users.
B)  Facebook is open to users who are at least six years old.
C)  Facebook gets more video uploads than any other social media site.
D)  Facebook users aged 18 to 29 years old have an average of about 300 friends on the site.
E)  Facebook's primary purpose is enabling users to network and connect with others in their profession.F) All of the above
G) C) and E)

Question 11

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) B) and D)
G) A) and D)

Question 12

A blog is ________,whereas a wiki is

Accepted Answer

A)  a log of an individual's Internet activity;Internet activity updated by the user.
B)  a website for companies to gather customer insights;an academic tool to post grades and projects.
C)  a website whose online content is created and edited by the ongoing collaboration of end users;a publicly accessible personal journal and online forum for an individual or organization.
D)  a publicly accessible personal journal and online forum for an individual or organization;a website whose online content is created and edited by the ongoing collaboration of end users.
E)  an advertising forum;an artistic forum.F) A) and C)
G) None of the above

Question 13

Figure 19-5
 
-According to Figure 19-5 above,Row B 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-actionF) A) and B)
G) C) and D)

Question 14

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) A) and E)
G) None of the above

Question 15

The number of times a Facebook page is loaded in a given time period is referred to as

Accepted Answer

A)  page views.
B)  page rate.
C)  page load rate.
D)  load rate.
E)  view rate.F) A) and B)
G) C) and D)

Question 16

Companies such as Hewlett-Packard and Frito-Lay routinely monitor ________ to gain insights into customer complaints and suggestions.

Accepted Answer

A)  blogs
B)  wikis
C)  single entry e-diaries
D)  avatars
E)  email trafficF) A) and B)
G) None of the above

Question 17

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take to exploit the convergence?

Accepted Answer

The convergence of real and digital worl...

Question 18

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) C) and D)
G) A) and D)

Question 19

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Accepted Answer

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

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 which?

Accepted Answer

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

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

The convergence of real and digital worlds has been made possible by all of the following except which?

Correct AnswerverifiedShow Answer

To generate traffic to a Facebook Page for a brand,which is mode of advertising on Facebook?

Correct AnswerverifiedShow Answer

All of the following are true about StuffDOT except which?

Correct AnswerverifiedShow Answer

The number of times a Facebook page is loaded in a given time period is referred to as

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

The ________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Correct AnswerverifiedShow Answer

Which of the following statements is true about Facebook?

Correct AnswerverifiedShow Answer

Compared with earlier forms of the Web,Web 3.0 is expected to

Correct AnswerverifiedShow Answer

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take to exploit the convergence?

Correct AnswerverifiedThe convergence of real and digital worl...View AnswerShow Answer

A blog is ________,whereas a wiki is

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 which?

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

The greatest concern consumers may have regarding the convergence of the real and digital worlds is

Correct AnswerverifiedShow Answer

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Correct AnswerverifiedShow Answer

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

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

Figure 19-5 -According to Figure 19-5 above,Row B is the performance measure referred to as

Correct AnswerverifiedShow Answer

A wiki is a

Correct AnswerverifiedShow Answer

Companies such as Hewlett-Packard and Frito-Lay routinely monitor ________ to gain insights into customer complaints and suggestions.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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The convergence of real and digital worl...
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