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Exam 19: Using Social Media to Connect With Consumers

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Question 81

Multiple Choice

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A blog is a

A) business-oriented website that lets users create profiles for professional networking.
B) unique type of Internet browser where search results are personalized for each user.
C) web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
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 D)
G) None of the above

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Question 82

Multiple Choice

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The three guidelines on marketing and promoting a brand using YouTube include: (1) exploit visual aspects of your message,perhaps sacrificing product messages to tell a more entertaining story; (2) create a branded channel rich in key words to improve the odds of the video showing up in user searches;and (3) __________.

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) 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
D) include humorous content to attract as many viewers as possible
E) limit the video to one minute or less,the same as a TV or radio ad time limit

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

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Question 83

Multiple Choice

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In terms of performance measures,fans are

Which of the following responses does the textbook recommend a brand manager take during a social media attack on a brand?

Marketers can use one of two strategies: the first strategy uses Facebook Pages and YouTube Channels,and the second strategy uses ads in newspapers,magazines,and on TV.The difference between these two types of marketing strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.

The Greenpeace campaign against Nestlé using social media was effective because

Based on the social media identified in Figure 19-1 above,LinkedIn is

According to the textbook,which "app" has begun to extend its product like cycle by deciding to enter the "entertainment business" instead of reaming in the "video game business?"

According to Figure 19-4 above,which social network was closest to Facebook terms of unique U.S.visitors as of mid-2013?

In 2012,Facebook acquired

A publicly accessible personal journal and online forum for an individual or organization is a __________,whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use it to

Social networks can be classified based on (1) __________ and (2) __________.

Which of the following statements about Facebook is MOST ACCURATE?

Social Network Image (B) above shows the __________ web page for Dr.Steven Hartley,which allows him to network with other marketing professionals.

A feature-rich,micro-blogging platform that allows users to share text,photos,music,links,videos,and more is

The website that enables users to send and receive messages up to 140 characters long is

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

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

Smart systems are