Question 1

If a brand manager agrees to pay $0.25 for every 1,000 times their ad loads, up to $75 per month, it is referred to as

Accepted Answer

A)  cost per action (CP
A)  .
B)  cost per thousand (CPM) .
C)  negotiated cost.
D)  cost per click (CP
C)  .

Question 2

In terms of performance measures important to marketing managers, unique visitors are

Accepted Answer

A)  the total number of product website views on YouTube.
B)  the total number of Facebook Page views in one day.
C)  the total number of pages fans visit on any of a brand's social media sites in a given time period.
D)  the total number of unique visitors to a Facebook Page in a given time period.

Question 3

Why is LinkedIn a good place for companies such as Citigroup, Microsoft, Chevron, HP, and Volkswagen to advertise career opportunities?

Accepted Answer

A)  High degree of self-disclosure
B)  High degree of media richness
C)  Low degree of media richness
D)  Low degree of self-disclosure

Question 4

What is the term that is used to describe all the ways people can use "social media?"

Accepted Answer

A)  Web 3.0
B)  user platforms
C)  net platforms
D)  user-generated content

Question 5

What is a reason users have "unliked" a brand's Facebook Page?

Accepted Answer

A)  The brand ceases to be popular and users move on to a new brand's Facebook Page.
B)  Users want to protest the presence of advertisements on Facebook.
C)  The brand posts too frequently on trivial or controversial topics.
D)  Users tire of not being able to contribute to the conversation.

Question 6

If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to use Twitter?

Accepted Answer

A)  Defend your brand aggressively on your Twitter account for happier customers.
B)  Create an account and tweet several times a day for a few weeks before releasing the product.
C)  Monitor other Twitter accounts for negative mentions of your brand.
D)  Create an account and generate followers through posting photos of the new product.

Question 7

Cost per action refers to

Accepted Answer

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

Question 8

Which aspect has changed more in the last five years than any other part of business?

Accepted Answer

A)  human resources
B)  finance
C)  marketing
D)  accounting

Question 9

The performance measure of average Page views per visitor is the number of

Accepted Answer

A)  visitors who land on a brand's Facebook Page by clicking on a Google ad.
B)  visitors who view pages and comment in a given time period.
C)  page views divided by visitors in a given time period.
D)  visitors to a brand's website.

Question 10

Figure 20-1

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

Accepted Answer

A)  low in self-disclosure and low in media richness.
B)  medium 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.

Question 11

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 shows a significant degree of creative effort.
D)  UGC is consumer-generated by an individual outside of a professional organization.

Question 12

Figure 20-1

-Based on the social media identified in Figure 20-1, a social media site that has elaborate visuals, graphics, and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?

Accepted Answer

A)  lower right
B)  upper left
C)  lower center
D)  upper right

Question 13

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

Accepted Answer

A)  UGC must show a sequential journey through posts made by a user.
B)  UGC is published on a publicly accessible website or a social networking site.
C)  UGC is not found on a social networking site.
D)  UGC is intended for commercial profit.

Question 14

Web 2.0 is a term that describes

Accepted Answer

A)  the decreased interactivity of user-generated content.
B)  the highly interactive web content created by users.
C)  a technical update of the World Wide Web.
D)  the second generation of Internet browsers.

Question 15

What is the impact of "convergence of real and digital worlds" on privacy?

Accepted Answer

The answer of What is the impact of "convergence of...

Question 16

When you sign up on a social networking site by providing your user name, user ID, and password, you are called:

Accepted Answer

A)  a viewer or user.
B)  a fan or viewer.
C)  a page rater or member.
D)  a user or member.

Question 17

The convergence of real and digital worlds is the result of

Accepted Answer

A)  the unlimited proliferation of interlinked smartphones, tablet devices, sensors, sophisticated algorithms, databases, apps, and other elements.
B)  Steve Jobs, the late visionary CEO of Apple, Inc., who created the first iPod music player as well as the iPhone.
C)  the implementation of ideas found in science fiction films and books.
D)  the work of William Gibson who coined the term "cyberspace."

Question 18

Using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing (1) the number of daily visitors to the website, (2) _______, and (3) the focus of the website.

Accepted Answer

A)  the ability of the social network to pull controversial content
B)  the availability of social network to run apps
C)  the characteristics of these visitors
D)  the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics

Question 19

An unintended effect of the proliferation of social media is

Accepted Answer

A)  entrepreneurs are able to create start-up businesses with less financial investment than was required in the past decades.
B)  both YouTube and Vimeo became video sites.
C)  users are more connected than ever.
D)  Twitter is gaining in popularity and will soon surpass Facebook as the most popular social media site.

Question 20

A business hoping to generate large online sales through posting ads on social networking sites, but only pay when an ad actually generates a sale, should use a performance measure of

Accepted Answer

A)  a "negotiated measure," and pay $100 to post their ad for two weeks.
B)  "cost per click," and pay $0.50 for every visitor who clicks on the ad and goes to their website.
C)  "cost per action," and pay $50 for every purchase that originated from an ad on the site.
D)  "cost per thousand," and pay $0.50 for every time an ad loads, up to $100 per month.

Exam 20: Using Social Media and Mobile Marketing to Connect With Consumers

The performance measure of average Page views per visitor is the number of

Correct AnswerverifiedShow Answer

Which aspect has changed more in the last five years than any other part of business?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

If a brand manager agrees to pay $0.25 for every 1,000 times their ad loads, up to $75 per month, it is referred to as

Correct AnswerverifiedShow Answer

Figure 20-1 -Based on the social media identified in Figure 20-1, a social media site that has elaborate visuals, graphics, and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?

Correct AnswerverifiedShow Answer

Web 2.0 is a term that describes

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A business hoping to generate large online sales through posting ads on social networking sites, but only pay when an ad actually generates a sale, should use a performance measure of

Correct AnswerverifiedShow Answer

What is a reason users have "unliked" a brand's Facebook Page?

Correct AnswerverifiedShow Answer

What is the impact of "convergence of real and digital worlds" on privacy?

Correct AnswerverifiedShow Answer

Cost per action refers to

Correct AnswerverifiedShow Answer

When you sign up on a social networking site by providing your user name, user ID, and password, you are called:

Correct AnswerverifiedShow Answer

An unintended effect of the proliferation of social media is

Correct AnswerverifiedShow Answer

Using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing (1) the number of daily visitors to the website, (2) _______, and (3) the focus of the website.

Correct AnswerverifiedShow Answer

The convergence of real and digital worlds is the result of

Correct AnswerverifiedShow Answer

What is the term that is used to describe all the ways people can use "social media?"

Correct AnswerverifiedShow Answer

If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to use Twitter?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Why is LinkedIn a good place for companies such as Citigroup, Microsoft, Chevron, HP, and Volkswagen to advertise career opportunities?

Correct AnswerverifiedShow Answer

In terms of performance measures important to marketing managers, unique visitors are

Correct AnswerverifiedShow Answer

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