Question 1

Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is most accurate?

Accepted Answer

A)   The purpose of the video was to reinvigorate sales of the Pepsi Next brand.
B)   For Pepsi, advertising the "Test Drive" video on Facebook was much more expensive from a CPM standpoint than two 30-second TV spots placed on NBC's The Voice.
C)   Pepsi created a new social-media driven website called Pepsi MAX NASCAR with Danica Patrick as the spokesperson following the success of the "Test Drive" video.
D)   The Pepsi MAX "Test Drive" video followed the successful "Uncle Drew" TV ads.
E)   The video showed testimonials of Pepsi MAX as a new, great-tasting energy drink in the introduction stage of its product life cycle, informing users that it has "all the sugar and twice the caffeine" as regular Pepsi.F) A) and B)
G) A) and C)

Question 2

In social interactions,a favorable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ one's influence on those reached.

Accepted Answer

A)   decrease
B)   not affect
C)   undermine
D)   manipulate
E)   increaseF) B) and E)
G) C) and D)

Question 3

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) All of the above
G) None of the above

Question 4

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) C) and D)
G) None of the above

Question 5

Figure 16-4

-Recalling Figure 16-4,which two social networks are similar in terms of number of users,while the one with fewer users has a larger market share of visits indicating more frequent use?

Accepted Answer

A)   LinkedIn and Twitter
B)   YouTube and Facebook
C)   Twitter and Facebook
D)   Facebook and LinkedIn
E)   LinkedIn and YouTubeF) All of the above
G) None of the above

Question 6

The various forms of online media content that are publicly available and created by end users is referred to as

Accepted Answer

A)   user-generated content (UG
C)  .
B)   wikis.
C)   net platforms.
D)   Facebook pages.
E)   social media.F) C) and D)
G) D) 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) B) and C)
G) C) and D)

Question 8

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 9

Social media are

Accepted Answer

A)   online hangouts and games.
B)   online media where users submit news, photos, and videos often accompanied by a feedback process to identify popular topics.
C)   any type of medium in which large groups of people read content generated by a business, government, or corporation.
D)   only media that allow face-to-face communication.
E)   all forms of electronic media.F) A) and B)
G) A) and C)

Question 10

YouTube would be an excellent social network to advertise all of the following products which?

Accepted Answer

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

Question 11

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a

Accepted Answer

A)   wiki.
B)   blog.
C)   chat room.
D)   Facebook post.
E)   tweet.F) D) and E)
G) None of the above

Question 12

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

Question 13

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

Question 14

__________-enabled smartphones give mobile consumers access to online ads,local restaurant promotions,and time-sensitive discounts at retailers.

Accepted Answer

A)   GPS
B)   APP
C)   CMO
D)   WEB
E)   Google+F) None of the above
G) B) and E)

Question 15

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Accepted Answer

From a brand manager's viewpoint,the 10 ...

Question 16

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 is referred to as

Accepted Answer

A)   click-through rate (CTR) .
B)   cost per thousand (CPM) .
C)   fixed fee rate (FFR) .
D)   cost per action (CP
A)  .
E)   cost per click (CP
C)  .F) A) and C)
G) D) and E)

Question 17

The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response.This goal can be accomplished by all of the following except which?

Accepted Answer

A)   updating content regularly to keep it fresh
B)   using familiar imagery and messaging, but adding a twist
C)   learning users' passions
D)   letting users guide content
E)   posting Instagram videos on the left side of the Facebook PageF) A) and C)
G) C) and D)

Question 18

Online media where users submit news,photos,and videos often accompanied by a feedback process to identify popular topics are referred to as

Accepted Answer

A)   rich media.
B)   Internet channels.
C)   avatar channels.
D)   social media.
E)   feedback loops.F) A) and E)
G) B) and D)

Question 19

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

Question 20

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 D)
G) B) and C)

Exam 16: Using Social Media and Mobile Marketing to Connect With Consumers

__________-enabled smartphones give mobile consumers access to online ads,local restaurant promotions,and time-sensitive discounts at retailers.

Correct AnswerverifiedShow Answer

Figure 16-4 -Recalling Figure 16-4,which two social networks are similar in terms of number of users,while the one with fewer users has a larger market share of visits indicating more frequent use?

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

All of the following are true about StuffDOT except which?

Correct AnswerverifiedShow Answer

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 is referred to as

Correct AnswerverifiedShow Answer

A wiki is a

Correct AnswerverifiedShow Answer

The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response.This goal can be accomplished by all of the following except which?

Correct AnswerverifiedShow Answer

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a

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

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Correct AnswerverifiedFrom a brand manager's viewpoint,the 10 ...View AnswerShow Answer

In social interactions,a favorable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ one's influence on those reached.

Correct AnswerverifiedShow Answer

The various forms of online media content that are publicly available and created by end users is referred to as

Correct AnswerverifiedShow Answer

Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad 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

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

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

Correct AnswerverifiedShow Answer

Social media are

Correct AnswerverifiedShow Answer

Online media where users submit news,photos,and videos often accompanied by a feedback process to identify popular topics are referred to as

Correct AnswerverifiedShow Answer

YouTube would be an excellent social network to advertise all of the following products which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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The convergence of real and digital worl...
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From a brand manager's viewpoint,the 10 ...
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