Question 1

Brand managers can use Twitter strategically to accomplish all of the following,except:

Accepted Answer

A)  ignore user criticisms to develop happier customers.
B)  generate brand buzz by developing an official Twitter profile.
C)  tweet on topics that provide information of value to their customers.
D)  follow Twitter profiles that mention their products.E) A) and B)
F) C) and D)

Question 2

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

Accepted Answer

A)  that each user who visits a Facebook Page will see the same advertisement.
B)  whether the ad has 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) B) and C)
F) B) and D)

Question 3

All the following statements about user-generated content (UGC) are true EXCEPT:

Accepted Answer

A)  UGC is published on a publicly accessible website and created by end users.
B)  UGC is reposting an article found in a newspaper or magazine without editing.
C)  UGC is consumer-generated by an individual outside of a professional organization.
D)  UGC shows a significant degree of creative effort.E) All of the above
F) B) and D)

Question 4

Performance measures for social media are divided into these two types: __________ and __________.

Accepted Answer

A)  number of photos uploaded; number of characters types (comments, tweets, etc.) 
B)  purchases made online; purchases made in a store as a result of a link from a social media website
C)  traditional media costs; social media costs
D)  those linked to inputs or costs; those tied to the outputs or revenuesE) A) and C)
F) B) and C)

Question 5

Figure: 20-1 
-Based on the social media identified in Figure 20-1,the social media site rated highest in media richness and lowest in self-disclosure is

Accepted Answer

A)  Farmville.
B)  Facebook.
C)  Second Life.
D)  World of Warcraft.E) A) and C)
F) B) and D)

Question 6

What are social media?

Accepted Answer

The answer of What are social media?...

Question 7

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Accepted Answer

A)  fan percentage.
B)  click-through rate.
C)  specific-website rate.
D)  recipient rate.E) B) and C)
F) C) and D)

Question 8

An "active receiver" who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n) __________.

Accepted Answer

A)  "expert"
B)  "follower"
C)  "end-receiver"
D)  "evangelist"E) All of the above
F) B) and D) D

Question 9

What are the main ways brand managers can use Twitter?

Accepted Answer

The answer of What are the main ways brand managers...

Question 10

TB Figure: 2 
-According to TB Figure 2,the correct rank order of social network sites from most to least popular as measured by the number of unique U.S.visitors as of September 2011 is

Accepted Answer

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

Question 11

Figure: 20-1 
-Based on the social media identified in Figure 20-1,LinkedIn is

Accepted Answer

A)  medium in self-disclosure and low in media richness.
B)  high in self-disclosure and medium in media richness.
C)  high in self-disclosure and high in media richness.
D)  low in self-disclosure and medium in media richness.E) A) and B)
F) None of the above

Question 12

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Accepted Answer

A)  customer complaints and suggestions.
B)  technological advancements that can be used to promote their brands.
C)  new slang terms to create more effective advertisements.
D)  recruiting prospective employees.E) B) and D)
F) A) and C)

Question 13

TB Figure: 2 
-According to TB Figure 2,the correct rank order of social media sites from least to most popular as measured by the number of unique U.S.visitors as of September 2011 is

Accepted Answer

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

Question 14

TB Figure: 1 
-According to TB Figure 1,which information source showed the biggest decrease in college student preference from 2000 to 2009?

Accepted Answer

A)  free samples in a store
B)  information on the Internet
C)  advertising on television
D)  advertising on the InternetE) A) and B)
F) B) and D)

Question 15

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)  the various forms of online media content that are publicly available and created by end users.
D)  content found on forms of online media that are privately owned and operated by a single "user."E) C) and D)
F) A) and B)

Question 16

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)  Groupon.E) A) and C)
F) None of the above

Question 17

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

Accepted Answer

A)  online advertisements.
B)  user-generated content (UG
C)  .
C)  blogs.
D)  wikis.E) B) and C)
F) All of the above

Question 18

If a brand manager wanted to use LinkedIn to promote his or her brand,the best way would be to

Accepted Answer

A)  monitor profiles for negative mentions of their brand.
B)  create a profile for their brand.
C)  use profiles of company employees for business-to-business image building.
D)  try to accumulate online "followers" for the business.E) A) and C)
F) B) and C)

Question 19

Figure: 20-1 
-Based on the social media identified in Figure 20-1,Foursquare is seen as

Accepted Answer

A)  low in self-disclosure and low in media richness.
B)  low in self-disclosure and medium in media richness.
C)  high in self-disclosure and high in media richness.
D)  medium in self-disclosure and medium in media richness.E) A) and B)
F) A) and C) D

Question 20

Another term sometimes used interchangeably with "social media" is __________.

Accepted Answer

A)  net platforms
B)  Web 3.0
C)  Web functionalities
D)  Web 2.0E) A) and B)
F) A) and C)

Exam 20: Using Social Media to Connect With Consumers

Brand managers can use Twitter strategically to accomplish all of the following,except:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All the following statements about user-generated content (UGC) are true EXCEPT:

Correct AnswerverifiedShow Answer

Performance measures for social media are divided into these two types: __________ and __________.

Correct AnswerverifiedShow Answer

Figure: 20-1 -Based on the social media identified in Figure 20-1,the social media site rated highest in media richness and lowest in self-disclosure is

Correct AnswerverifiedShow Answer

What are social media?

Correct AnswerverifiedShow Answer

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Correct AnswerverifiedShow Answer

An "active receiver" who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n) __________.

Correct AnswerverifiedD

What are the main ways brand managers can use Twitter?

Correct AnswerverifiedShow Answer

TB Figure: 2 -According to TB Figure 2,the correct rank order of social network sites from most to least popular as measured by the number of unique U.S.visitors as of September 2011 is

Correct AnswerverifiedC

Figure: 20-1 -Based on the social media identified in Figure 20-1,LinkedIn is

Correct AnswerverifiedShow Answer

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Correct AnswerverifiedShow Answer

TB Figure: 2 -According to TB Figure 2,the correct rank order of social media sites from least to most popular as measured by the number of unique U.S.visitors as of September 2011 is

Correct AnswerverifiedShow Answer

TB Figure: 1 -According to TB Figure 1,which information source showed the biggest decrease in college student preference from 2000 to 2009?

Correct AnswerverifiedShow Answer

User-generated content (UGC) refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

Correct AnswerverifiedShow Answer

If a brand manager wanted to use LinkedIn to promote his or her brand,the best way would be to

Correct AnswerverifiedShow Answer

Figure: 20-1 -Based on the social media identified in Figure 20-1,Foursquare is seen as

Correct AnswerverifiedD

Another term sometimes used interchangeably with "social media" is __________.

Correct AnswerverifiedShow Answer

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Performance measures for social media are divided into these two types: and .

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C

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