Question 1

Which of the following the results of the convergence of the real and digital worlds is most accurate?

Accepted Answer

A)  a greater emphasis on traditional media since is more cost effective than social media
B)  an increased emphasis on mobile marketing
C)  a de-emphasis on socially networked communities like loyal users of a brand or alumni associations - groups with common interests
D)  the elimination of traditional media; all media will become digital
E)  the failure of near field communications to expand e-commerce due to the absence of digital cashF) A) and C)
G) B) and E)

Question 2

What are apps and what significance do they have with respect to convergence of real and digital worlds?

Accepted Answer

Apps are small, downloadable software pr...

Question 3

YouTube 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 short messages up to 140 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 website enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.F) B) and C)
G) All of the above

Question 4

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)  Facebook.
C)  avatar media.
D)  social media.
E)  feedback loop.F) A) and E)
G) D) and E)

Question 5

A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)

Accepted Answer

A)  wiki.
B)  blog.
C)  encyclomedia.
D)  Facebook Page.
E)  tweet.F) C) and D)
G) A) and B)

Question 6

An example of a smart system is(are)

Accepted Answer

A)  social networking sites at colleges and universities.
B)  a location-based app downloaded to a GPS-enabled smartphone.
C)  global marketing strategies that leverage advertising assets to multiple countries.
D)  real world systems.
E)  online retailers.F) B) and E)
G) A) and E)

Question 7

When Toyota featured images from the World of Warcraft game in a TV commercial, it demonstrated that World of Warcraft has a high degree of __________, as visuals, graphics, and animations are the major draw for World of Warcraft users.

Accepted Answer

A)  media richness
B)  self-disclosure
C)  collaboration
D)  product placement
E)  wikinessF) B) and C)
G) All of the above

Question 8

The social media website open to anyone age 13 and over where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them, is known as

Accepted Answer

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

Question 9

-According to Figure 16-5 above, B is the performance measure described by the accompanying quote "I will pay $1.00 for every visitor who clicks on this ad and goes from your website to mine" under the Cost to Advertisers heading:

Accepted Answer

A)  cost per click
B)  click through rate
C)  cost per action
D)  conversion rate
E)  cost per thousandF) A) and C)
G) C) and D)

Question 10

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)  YouTubeF) C) and E)
G) A) and E)

Question 11

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be __________.

Accepted Answer

A)  Pinterest
B)  LinkedIn
C)  Twitter
D)  YouTube
E)  the Honda websiteF) A) and B)
G) A) and C)

Question 12

The three guidelines on marketing and promoting a brand using YouTube include: (1)  __________; (2)  create a branded channel rich in key words to improve the odds of the video showing up in user searches; and (3)  target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits.

Accepted Answer

A)  use an expert to inform the audience about product features and benefits
B)  tie the product to a current political or news event
C)  include humorous content to attract as many viewers as possible
D)  exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story
E)  limit the video to one minute or less, the same as a TV or radio ad time limitF) A) and B)
G) A) and C)

Question 13

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response, provide an example of what the payment terms would be for an advertiser. Also, identify the advantages and disadvantages of each metric.

Accepted Answer

Performance measures for the inputs or c...

Question 14

-According to Figure 16-4 above, the correct rank order of social network sites from MOST to LEAST popular as measured by the number of visits as of mid-2014 is

Accepted Answer

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

Question 15

Whereas traditional media build credibility through experts being influencers in a particular field, with social media a sender often simply begins to participate in the __________, hoping that the quality of the message will establish credibility with the receivers.

Accepted Answer

A)  purchase transaction
B)  conversation
C)  amateur discussion
D)  discussion pool
E)  information superhighwayF) A) and C)
G) B) and C)

Question 16

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?

Accepted Answer

A)  StuffDOT
B)  Facebook
C)  Nestlé
D)  Pepsi MAX
E)  CarmexF) C) and D)
G) C) and E)

Question 17

Marketers are increasingly using social media to reach college-age students in the U.S. because

Accepted Answer

A)  college age students are sensitive to the environment and reject ads using paper-based media.
B)  the brand ambassadors concept has not been as effective as expected.
C)  Internet advertising is ineffective with other age groups.
D)  they work better than traditional print media.
E)  students reject the media their parents useF) A) and C)
G) B) and E)

Question 18

A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________, whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as __________.

Accepted Answer

A)  variable fee; fixed fee
B)  cost per click; cost per thousand
C)  fixed fee; variable fee
D)  cost per thousand; cost per click
E)  traditional cost; social media costF) A) and B)
G) A) and C)

Question 19

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 20

What are social media? Give two examples.

Accepted Answer

Social media are online media where acti...

Exam 16: Using Social Media to Connect With Consumers

-According to Figure 16-4 above, the correct rank order of social network sites from MOST to LEAST popular as measured by the number of visits as of mid-2014 is

Correct Answer
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A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)

Correct Answer
verified

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

Correct Answer
verified

Which of the following the results of the convergence of the real and digital worlds is most accurate?

Correct Answer
verified

An example of a smart system is(are)

Correct Answer
verified

The social media website open to anyone age 13 and over where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them, is known as

Correct Answer
verified

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be __________.

Correct Answer
verified

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response, provide an example of what the payment terms would be for an advertiser. Also, identify the advantages and disadvantages of each metric.

Correct Answer
verified
Performance measures for the inputs or c...
View Answer

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?

Correct Answer
verified

Marketers are increasingly using social media to reach college-age students in the U.S. because

Correct Answer
verified

-According to Figure 16-5 above, B is the performance measure described by the accompanying quote "I will pay $1.00 for every visitor who clicks on this ad and goes from your website to mine" under the Cost to Advertisers heading:

Correct Answer
verified

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

Correct Answer
verified

YouTube is

Correct Answer
verified

What are apps and what significance do they have with respect to convergence of real and digital worlds?

Correct Answer
verified
Apps are small, downloadable software pr...
View Answer

What are social media? Give two examples.

Correct Answer
verified
Social media are online media where acti...
View Answer

Correct Answer
verified

A company paying a set amount to Facebook for every time a user clicks on its ad is known as , whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as .

Correct Answer
verified

Whereas traditional media build credibility through experts being influencers in a particular field, with social media a sender often simply begins to participate in the __________, hoping that the quality of the message will establish credibility with the receivers.

Correct Answer
verified

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 Answer
verified

When Toyota featured images from the World of Warcraft game in a TV commercial, it demonstrated that World of Warcraft has a high degree of __________, as visuals, graphics, and animations are the major draw for World of Warcraft users.

Correct Answer
verified

Exam 16: Using Social Media to Connect With Consumers

-According to Figure 16-4 above, the correct rank order of social network sites from MOST to LEAST popular as measured by the number of visits as of mid-2014 is

Correct AnswerverifiedShow Answer

A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)

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

Which of the following the results of the convergence of the real and digital worlds is most accurate?

Correct AnswerverifiedShow Answer

An example of a smart system is(are)

Correct AnswerverifiedShow Answer

The social media website open to anyone age 13 and over where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them, is known as

Correct AnswerverifiedShow Answer

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be __________.

Correct AnswerverifiedShow Answer

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response, provide an example of what the payment terms would be for an advertiser. Also, identify the advantages and disadvantages of each metric.

Correct AnswerverifiedPerformance measures for the inputs or c...View AnswerShow Answer

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?

Correct AnswerverifiedShow Answer

Marketers are increasingly using social media to reach college-age students in the U.S. because

Correct AnswerverifiedShow Answer

-According to Figure 16-5 above, B is the performance measure described by the accompanying quote "I will pay $1.00 for every visitor who clicks on this ad and goes from your website to mine" under the Cost to Advertisers heading:

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 is

Correct AnswerverifiedShow Answer

What are apps and what significance do they have with respect to convergence of real and digital worlds?

Correct AnswerverifiedApps are small, downloadable software pr...View AnswerShow Answer

What are social media? Give two examples.

Correct AnswerverifiedSocial media are online media where acti...View AnswerShow Answer

Correct AnswerverifiedShow Answer

A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________, whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as __________.

Correct AnswerverifiedShow Answer

Whereas traditional media build credibility through experts being influencers in a particular field, with social media a sender often simply begins to participate in the __________, hoping that the quality of the message will establish credibility with the receivers.

Correct AnswerverifiedShow Answer

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

When Toyota featured images from the World of Warcraft game in a TV commercial, it demonstrated that World of Warcraft has a high degree of __________, as visuals, graphics, and animations are the major draw for World of Warcraft users.

Correct AnswerverifiedShow Answer

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Performance measures for the inputs or c...
View Answer

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Apps are small, downloadable software pr...
View Answer

Correct Answer
verified
Social media are online media where acti...
View Answer

Correct Answer
verified

A company paying a set amount to Facebook for every time a user clicks on its ad is known as , whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as .

Correct Answer
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