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

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Question 1

Multiple Choice

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An example of the ideal performance measure for social media advertising is one that

A) links unique visitors and new products.
B) monitors registered users.
C) evaluates brand awareness.
D) ties actual sales revenues to the cost of the ad.
E) links brand buzz and consumers' emotional connections to the brand.

Correct Answer

verified

D

Question 2

Multiple Choice

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A recent study found that a "like" or a "friend" to a brand's Facebook page is worth __________ in terms of product spending, brand loyalty, and "propensity to recommend" the site to others.

A) $17
B) $53
C) $83
D) $145
E) $175

Correct Answer

verified

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Question 3

Multiple Choice

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The convergence of real and digital worlds is the result of

Online content that shows a significant degree of creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of

All of the following statements about YouTube are true except

The convergence of real and digital worlds has been made possible by all of the following except

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

All of the following statements about user-generated content (UGC) are true except

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

Cost per click is a measure in which

While both traditional media and social media can reach either a large audience or a niche audience, social media are different from traditional media because

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address) , and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as

Cost per thousand (CPM) is a measure in which

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

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time) and __________ (if someone visits five times in one day, he or she is counted once) .

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

Epicurious is a website where recipes are posted by the site owner and individual cooks. Using a "four-fork" rating system, users rate and comment on these recipes for ease or difficulty in preparation, the taste of the finished dish, and whether or not they would use the recipe again. Epicurious is most likely what type of social media website?

YouTube would be an excellent social network to advertise

User-generated content (UGC) refers to

In classifying social media, media richness is __________, whereas self-disclosure is __________.