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Exam 16: Using Social Media to Connect With Consumers

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Question 31

Multiple Choice

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If a brand manager wanted to use LinkedIn to promote her brand, the best way would be to

A) use profiles of company employees for business-to-business image building and networking with industry-related groups.
B) monitor profiles for negative mentions of their brand.
C) create a profile for her brand.
D) try to accumulate online followers for the business.
E) buy ad space on the LinkedIn website

F) A) and D)
G) B) and E)

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Question 32

Multiple Choice

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In 2012, Facebook acquired __________ to enhance its photo-sharing capability.

A) Twitter
B) Pinterest
C) Vimeo
D) Snapchat
E) Instagram

F) B) and E)
G) C) and D)

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Question 33

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-Based on the social media identified in Figure 16-1 above, the social media site rated HIGHEST in media richness is

Media richness is __________ in face-to-face communication than telephone or e-mail communications.

Twitter is

-Based on the social media identified in Figure 16-1 above, which of the following social networking sites is HIGHEST in media richness?

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 __________.

-Social Network Image (A) above shows the __________ web page for Carmex, allowing the firm to depict its products as well as send and receive messages about them from followers.

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

Brand managers can strategically use Twitter to do all of the following EXCEPT:

Twitter can be a good source of information about a brand or product because of its

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

Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base?

__________ users simply snap a photo, choose a specialized filter to alter the look and feel of the image, and share the image with family and friends.

What did Toyota do to reach World of Warcraft's U.S. game players?

Web 2.0 is a term that describes

Apps are

-Figure 16-3 above shows the __________ web page for StuffDOT and the data available for marketers to assess its performance and understand its users.

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

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 (1) the number of users or unique visitors to the website and (2) __________.