Question 1

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

Accepted Answer

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

Question 2

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

Accepted Answer

A)  number of photos uploaded;number of characters typed (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)  number of "Views" of a YouTube video;number of "Likes" on Facebook
E)  those linked to inputs or costs;those tied to the outputs or revenuesF) None of the above
G) B) and E)

Question 3

All of the following are typical marketing actions a brand manager can take in the convergence of the real and digital worlds EXCEPT:

Accepted Answer

A)  showing ads,product prices,and locations.
B)  offering digital coupons and discounts for location check-ins and loyalty programs.
C)  using bar codes,QR codes,and RFID scans to inform customers and take orders.
D)  using far field communications to scan faces that enable marketers to tailor digital messages to customers' smartphones.
E)  qualifying leads and target online ads using personal data and "likes" from social media users and unique visitors.F) None of the above
G) A) and E)

Question 4

All of the following are social media performance measures EXCEPT:

Accepted Answer

A)  clickstream rate.
B)  unique visitors.
C)  cost per action.
D)  users/members.
E)  click-through rate.F) A) and D)
G) C) and D)

Question 5

__________ users simply snap a photo,choose a specialized filter to alter the look and feel of the image,and share the image with family and friends.

Accepted Answer

A)  Tumblr.
B)  Flickr.
C)  Vimeo.
D)  Instagram.
E)  StumbleUpon.F) None of the above
G) A) and C)

Question 6

What are the three guidelines to engage fans on Facebook?

Accepted Answer

According to recent research,first focus...

Question 7

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

Question 8

Which of the following statements about user-generated content (UGC) is MOST ACCURATE?

Accepted Answer

A)  UGC is published on a publicly accessible website or a social networking site.
B)  UGC must show a sequential journey through posts made by a user.
C)  UGC is intended for commercial profit.
D)  UGC is not found on social networking sites.
E)  UGC is limited to text-only,140 character maximum,postings due to the limited bandwidth of Internet service providers.F) All of the above
G) A) and E)

Question 9

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 were the major draw for World of Warcraft users.

Accepted Answer

A)  media richness
B)  self-disclosure
C)  "twitterness"
D)  product placement
E)  "wikiness"F) A) and C)
G) B) and C)

Question 10

__________ is a content sharing network where members "affix" images,videos,and more to "boards" they create,which are categorized into different themes.

Accepted Answer

A)  Tumblr.
B)  Flickr.
C)  Vimeo.
D)  Pinterest.
E)  StumbleUpon.F) A) and D)
G) C) and D)

Question 11

All of the following statements about YouTube are true EXCEPT:

Accepted Answer

A)  registered users can upload an unlimited number of videos.
B)  every minute 100 hours of video is uploaded to the site.
C)  many companies now offer video content through organized channels.
D)  many users were dismayed that YouTube recently redesigned its home page.
E)  most of the content is uploaded by musicians like OK Go and Rebecca Black.F) B) and E)
G) A) and C)

Question 12

Cost per action refers to

Accepted Answer

A)  a fixed amount of money paid to the site for every time a visitor clicks on the ad.
B)  a fixed amount of money paid to the site for placement of the ad.
C)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)  a fixed percentage the site gets paid for placing the ad.
E)  a fixed discount given to a visitor for clicking on the ad.F) B) and C)
G) B) and E)

Question 13

Recently,Facebook made all of the following changes to its site to improve the user experience EXCEPT:

Accepted Answer

A)  Facebook acquired Pinterest to expand its photo-sharing capabilities.
B)  Facebook announced that a version of its News Feed was being tailored for images to appear on mobile devices.
C)  Facebook launched Facebook Home.
D)  Facebook simplified its privacy settings to give users more control over what personal information they share.
E)  Facebook was able to generate revenues by placing ads on the small screens of smartphones.F) B) and E)
G) A) and B)

Question 14

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

Accepted Answer

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

Question 15

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) C) and D)

Question 16

Based on the social media identified in Figure 19-1 above,Second Life has a __________ degree of self-disclosure than World of Warcraft.

Accepted Answer

A)  more unique
B)  lower
C)  equal
D)  higher
E)  more elaborateF) B) and D)
G) A) and B)

Question 17

Based on the social media identified in Figure 19-1 above,virtual social worlds have a __________ degree of media richness and self-disclosure.

Accepted Answer

A)  high
B)  medium
C)  low
D)  average
E)  non-existentF) C) and D)
G) A) and B)

Question 18

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

Question 19

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)  an 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) A) and C)

Question 20

Pinterest is:

Accepted Answer

A)  a video-sharing website in which users can upload,view,and comment on videos.
B)  a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized,themed "boards" to categorize their images and then sharing them with other members of the community.
C)  a website where users create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them.
D)  a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
E)  a website that enables users to send and receive messages up to 140 characters long.F) A) and E)
G) C) and D)

Exam 19: Using Social Media to Connect With Consumers

Based on the social media identified in Figure 19-1 above,virtual social worlds have a __________ degree of media richness and self-disclosure.

Correct AnswerverifiedShow Answer

A wiki is a

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

Based on the social media identified in Figure 19-1 above,Second Life has a __________ degree of self-disclosure than World of Warcraft.

Correct AnswerverifiedShow Answer

__________ is a content sharing network where members "affix" images,videos,and more to "boards" they create,which are categorized into different themes.

Correct AnswerverifiedShow Answer

All of the following are social media performance measures EXCEPT:

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,LinkedIn,and YouTube,is referred to as a(n)

Correct AnswerverifiedShow Answer

All of the following statements about YouTube are true EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following statements about user-generated content (UGC) is MOST ACCURATE?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

Correct AnswerverifiedShow Answer

Pinterest is:

Correct AnswerverifiedShow Answer

What are the three guidelines to engage fans on Facebook?

Correct AnswerverifiedAccording to recent research,first focus...View AnswerShow Answer

Recently,Facebook made all of the following changes to its site to improve the user experience EXCEPT:

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 were the major draw for World of Warcraft users.

Correct AnswerverifiedShow Answer

__________ users simply snap a photo,choose a specialized filter to alter the look and feel of the image,and share the image with family and friends.

Correct AnswerverifiedShow Answer

All of the following are typical marketing actions a brand manager can take in the convergence of the real and digital worlds EXCEPT:

Correct AnswerverifiedShow Answer

Cost per action refers to

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

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According to recent research,first focus...
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