Question 1

YouTube 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 short messages up to 280 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 website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.F) D) and E)
G) A) and E)

Question 2

Which of the following is the largest analytical platform that can respond to queries in facts, photos, and direct answers?

Accepted Answer

A)   Wikipedia
B)   Twitter
C)   Facebook
D)   Bing
E)   GoogleF) B) and E)
G) All of the above

Question 3

As a performance measure for social networks, the total number of people who connect with a post (for example, "like" or make a comment)  divided by the total number of people seeing the post is the

Accepted Answer

A)   fan rate.
B)   liker rate.
C)   reader rate.
D)   active receiver rate.
E)   interaction rate.F) All of the above
G) A) and C)

Question 4

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Accepted Answer

A)   global marketing platforms.
B)   convergent systems.
C)   intelligence technologies.
D)   smart systems.
E)   social networking sites.F) A) and B)
G) D) and E)

Question 5

LinkedIn 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 short messages up to 280 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 website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.F) B) and E)
G) A) and C)

Question 6

Figure 17-1
-One dimension, ________, is used to classify social media and is shown in Figure 17-1 above on the -axis, ranging from "words" to "animation."

Accepted Answer

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

Question 7

Within the context of social media, an "evangelist" is an online user who

Accepted Answer

A)   who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand.
B)   tries to promote an anticonsumerism agenda to other online users, hindering the effectiveness of online advertisements.
C)   is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends.
D)   is indifferent or neutral to advertisements on social networks.
E)   is an advocate who develops his/her own Facebook, Twitter, and/or YouTube following and therefore should be contacted by advertisers about placing an ad on his/her website.F) C) and D)
G) None of the above

Question 8

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)  .F) A) and D)
G) A) and C)

Question 9

Which of the following statements about Facebook is most accurate?

Accepted Answer

A)   Facebook is the third most-used social network.
B)   Facebook has a global presence-one in every four people on the planet use this site.
C)   Facebook has almost 80 million active users.
D)   Facebook's most commonly used tool lets people keep in touch through private, long text entries similar to email.
E)   Facebook has a nominal fee to join, depending on country of origin.F) None of the above
G) B) and D)

Question 10

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Accepted Answer

From a brand manager's viewpoint, the 10...

Question 11

The most-watched videos on ________ are Luis Fonsi's "Despacito," Wiz Khalifa's "See You Again," and Ed Sheeran's "Shape of You," with 5.1 billion, 3.5 billion, and 3.4 billion views, respectively.

Accepted Answer

A)   YouTube
B)   Pinterest
C)   Twitter
D)   Facebook
E)   LinkedInF) B) and D)
G) B) and E)

Question 12

The number of times a Facebook page is loaded in a given time period is referred to as

Accepted Answer

A)   page views.
B)   page rate.
C)   page load rate.
D)   load rate.
E)   view rate.F) A) and E)
G) A) and D)

Question 13

Which of the following smartphone apps is made possible through mobile marketing?

Accepted Answer

A)   Instagram
B)   location-based promotions
C)   Twitter
D)   Candy Crush
E)   music-streaming servicesF) None of the above
G) B) and D)

Question 14

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Accepted Answer

A)   fixed fee rate.
B)   cost per thousand.
C)   cost per action.
D)   cost per click.
E)   fixed cost.F) A) and B)
G) A) and C)

Question 15

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be

Accepted Answer

A)   Pinterest.
B)   LinkedIn.
C)   Twitter.
D)   YouTube.
E)   a personal blog.F) B) and D)
G) B) and C)

Question 16

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

Accepted Answer

A)   Monitor other Twitter accounts for negative mentions of your brand.
B)   Aggressively defend your brand on your Twitter account.
C)   Develop an official Twitter profile, recruit followers, and show photos and video of the product.
D)   Create an account and tweet about the launch the day before releasing the product.
E)   Create content that relies mostly on professional networking and job searching.F) C) and D)
G) A) and E)

Question 17

Social media are

Accepted Answer

A)   online hangouts and games.
B)   online media where users submit comments, photos, and videos often accompanied by a feedback process to identify popular topics.
C)   any type of medium in which large groups of people read content generated by a business, government, or corporation.
D)   only media that allow face-to-face communication.
E)   all forms of electronic media.F) C) and D)
G) B) and D)

Question 18

Compared with earlier forms of the Web, Web 2.0

Accepted Answer

A)   includes functionalities that permit people to collaborate and share information online.
B)   includes multiple technical updates and formalized rules.
C)   utilizes greater bandwidth that allows for faster media downloads from the Internet.
D)   incorporates new functionalities that are customized to each individual.
E)   uses a technical interface that is more user-friendly.F) A) and B)
G) A) and E)

Question 19

Figure 17-4
-Recalling Figure 17-4 above, which two social networks are similar in terms of number of users, while the one with fewer users has a larger market share of visits indicating more frequent use?

Accepted Answer

A)   LinkedIn and Twitter
B)   YouTube and Facebook
C)   Twitter and Facebook
D)   Facebook and LinkedIn
E)   LinkedIn and YouTubeF) C) and E)
G) B) and D)

Question 20

Messaging apps such as WhatsApp, Talk, Facebook Messenger, WeChat, and Slack allow consumers to chat with company representatives, ask questions, and obtain personalized recommendations. These messaging options, when combined with Internet bots, are becoming a new form of shopping known as

Accepted Answer

A)   shop chat.
B)   conversational commerce.
C)   social media marketing.
D)   purchase technologies.
E)   connected purchasing.F) A) and B)
G) A) and C)

Exam 17: Using Social Media and Mobile Marketing to Connect With Consumers

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Correct AnswerverifiedFrom a brand manager's viewpoint, the 10...View AnswerShow Answer

LinkedIn is

Correct AnswerverifiedShow Answer

The most-watched videos on ________ are Luis Fonsi's "Despacito," Wiz Khalifa's "See You Again," and Ed Sheeran's "Shape of You," with 5.1 billion, 3.5 billion, and 3.4 billion views, respectively.

Correct AnswerverifiedShow Answer

Within the context of social media, an "evangelist" is an online user who

Correct AnswerverifiedShow Answer

As a performance measure for social networks, the total number of people who connect with a post (for example, "like" or make a comment) divided by the total number of people seeing the post is the

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Messaging apps such as WhatsApp, Talk, Facebook Messenger, WeChat, and Slack allow consumers to chat with company representatives, ask questions, and obtain personalized recommendations. These messaging options, when combined with Internet bots, are becoming a new form of shopping known as

Correct AnswerverifiedShow Answer

Which of the following is the largest analytical platform that can respond to queries in facts, photos, and direct answers?

Correct AnswerverifiedShow Answer

Figure 17-1 -One dimension, ________, is used to classify social media and is shown in Figure 17-1 above on the -axis, ranging from "words" to "animation."

Correct AnswerverifiedShow Answer

Which of the following statements about Facebook is most accurate?

Correct AnswerverifiedShow Answer

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Correct AnswerverifiedShow Answer

Social media are

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

Figure 17-4 -Recalling Figure 17-4 above, which two social networks are similar in terms of number of users, while the one with fewer users has a larger market share of visits indicating more frequent use?

Correct AnswerverifiedShow Answer

YouTube is

Correct AnswerverifiedShow Answer

The number of times a Facebook page is loaded in a given time period is referred to as

Correct AnswerverifiedShow Answer

Which of the following smartphone apps is made possible through mobile marketing?

Correct AnswerverifiedShow Answer

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Correct AnswerverifiedShow Answer

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be

Correct AnswerverifiedShow Answer

Compared with earlier forms of the Web, Web 2.0

Correct AnswerverifiedShow Answer

Correct Answer
verified
From a brand manager's viewpoint, the 10...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified