Question 1

Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products.These consumers are therefore referred to as

Accepted Answer

A)  one-way consumers.
B)  passive receivers.
C)  inert users.
D)  traditional consumers.
E)  traditional receivers.

Question 2

Which of the following statements about the role of social media for PepsiCo's "Friend Finder" is most accurate?

Accepted Answer

A)  The purpose of the video was to reinvigorate sales of the Diet Pepsi brand.
B)  Advertising the "Friend Finder" video on Facebook made sense since so many people look up old friends on this site.
C)  Pepsi created a series of tweets describing the rekindling of the relationship between Selena Gomez and Justin Bieber.
D)  The Pepsi "Friend Finder" YouTube video prompted users to download an app that let them find lost friends at music festivals via drone.
E)  "Friend Finder" was an expensive failure for Pepsi,failing to connect with consumers.

Question 3

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media deliberately seek to reach

Accepted Answer

A)  two-way receivers.
B)  end receivers.
C)  active receivers.
D)  followers.
E)  connections.

Question 4

As the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site

Accepted Answer

A)  decreases.
B)  is not affected.
C)  can be more easily manipulated.
D)  increases.
E)  can't be determined as exactly.

Question 5

All of the following are social media performance measures except which?

Accepted Answer

A)  click per fan
B)  cost per click
C)  cost per action
D)  cost per thousand
E)  click-through rate

Question 6

Facebook 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 "tweets," 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 virtual content-sharing social network that allows people to share images of their favorite things such as clothing,craft ideas,and recipes as well as enables them to categorize these images.

Question 7

All of the following are differences between social and traditional media except which?

Accepted Answer

A)  the number of and skills required to produce and train personnel to produce the media
B)  the permanence of the media
C)  the credibility of the media
D)  the ability to reach a mass or specialized market segment
E)  the privacy and anonymity of the media

Question 8

What is the challenge presented to brand managers by social media advertising?

Accepted Answer

A)  Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media.
B)  Brand managers need to convince social networks to post their ads free of charge.
C)  Brand managers need to create "universally appealing" ads since they cannot target specific demographics on social networks.
D)  Brand managers have difficulty estimating how many users have clicked on their ads,which leads to problems in assessing an ad's effectiveness.
E)  Brand managers need to realize that there are only a few social networks to advertise on.

Question 9

The product like cycle is of most concern for which app?

Accepted Answer

A)  Pandora
B)  Pinterest
C)  Angry Birds
D)  Netflix
E)  Bank of America

Question 10

Figure 19-1
 
-One dimension,________,is used to classify social media and is shown above in Figure 19-1 on the y-axis,ranging from "impersonal" to "very personal."

Accepted Answer

A)  user-generated content
B)  technical skill
C)  self-disclosure
D)  media richness
E)  channel

Question 11

Which social network has found a niche in helping small business networks reach potential customers,as well as filling its traditional role of connecting job seekers and jobs?

Accepted Answer

A)  Twitter
B)  YouTube
C)  Facebook
D)  LinkedIn
E)  Pinterest

Question 12

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)  .

Question 13

As a performance measure for social networks,the click-through rate is

Accepted Answer

A)  the percentage of recipients who have clicked on a link on the page to visit a specific site.
B)  the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link.
C)  the percentage of customers who buy a product from the brand website.
D)  the total number of people who have visited a brand's Facebook page and have become Facebook fans.
E)  the total number of people who have purchased the product online divided by the number of people viewing the page.

Question 14

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

Accepted Answer

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

Question 15

What is another term that is sometimes used interchangeably with social media?

Accepted Answer

A)  net platforms
B)  Web 3.0
C)  user-generated content
D)  user platforms
E)  peer-to-peer networking

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)  Make-A-Wish Foundation
B)  Facebook
C)  Nestlé
D)  Pepsi
E)  Carmex

Question 17

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.

Question 18

In 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 ________ and the characteristics of a site's visitors.

Accepted Answer

A)  the availability of a social network to run apps
B)  the ability of the site to be measured in terms of its sales,profitability,distribution density,and other performance metrics
C)  the number of users or unique visitors to the website
D)  the ability of the social network to pull controversial content
E)  the site's ability to present the results of keyword searches to improve the odds of a firm's products showing up in user searches

Question 19

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal,the level of self-disclosure

Accepted Answer

A)  decreases.
B)  is not affected.
C)  undermines the credibility of the site.
D)  increases.
E)  increases the credibility of the site.

Question 20

The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as

Accepted Answer

A)  followers.
B)  visitors.
C)  active receivers.
D)  fans.
E)  vloggers.

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products.These consumers are therefore referred to as

Correct AnswerverifiedShow 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

As the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site

Correct AnswerverifiedShow Answer

All of the following are differences between social and traditional media except which?

Correct AnswerverifiedShow Answer

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal,the level of self-disclosure

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

As a performance measure for social networks,the click-through rate is

Correct AnswerverifiedShow Answer

The product like cycle is of most concern for which app?

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

What is the challenge presented to brand managers by social media advertising?

Correct AnswerverifiedShow Answer

All of the following are social media performance measures except which?

Correct AnswerverifiedShow Answer

In 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 ________ and the characteristics of a site's visitors.

Correct AnswerverifiedShow Answer

Figure 19-1 -One dimension,________,is used to classify social media and is shown above in Figure 19-1 on the y-axis,ranging from "impersonal" to "very personal."

Correct AnswerverifiedShow Answer

Which of the following statements about the role of social media for PepsiCo's "Friend Finder" is most accurate?

Correct AnswerverifiedShow Answer

Which social network has found a niche in helping small business networks reach potential customers,as well as filling its traditional role of connecting job seekers and jobs?

Correct AnswerverifiedShow Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media deliberately seek to reach

Correct AnswerverifiedShow Answer

Facebook is

Correct AnswerverifiedShow Answer

The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as

Correct AnswerverifiedShow Answer

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

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What is another term that is sometimes used interchangeably with social media?

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

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