Question 1

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) B) and D)
F) A) and B)

Question 2

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

Accepted Answer

A)  YouTube.
B)  LinkedIn.
C)  Facebook.
D)  Twitter.E) All of the above
F) A) and B)

Question 3

A blog is a:

Accepted Answer

A)  business-oriented website that lets users create profiles for professional networking.
B)  unique type of Internet browser where search results are personalized for each user.
C)  web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
D)  website where users create a personal profile, add "friends," and exchange messages and photos with them.E) B) and D)
F) B) and C)

Question 4

The social network that is used solely for sharing videos is

Accepted Answer

A)  Google.
B)  Facebook.
C)  YouTube.
D)  Twitter.E) None of the above
F) A) and C)

Question 5

How did Greenpeace use social media to leverage "crowd power" to get Nestlé to capitulate to its demands?

Accepted Answer

A)  Greenpeace hacked into Nestlé's website.
B)  Greenpeace posted a provocative video on YouTube, then later on Vimeo.
C)  Greenpeace swarmed Nestlé's Facebook Page with comments.
D)  Greenpeace protested Nestlé's policies on a television talk show.E) B) and C)
F) C) and D)

Question 6

What is meant by "convergence" of real and digital worlds? Provide one example.

Accepted Answer

The answer of What is meant by "convergence" of real...

Question 7

The concept underlying Bitter Girls was developed because the AOI team wanted to

Accepted Answer

A)  empower tween and teen girls who do not fit into the most-popular-girl-in-high-school model.
B)  bring out the sullenness of this age group.
C)  encourage tween and teen girls to turn from bitter to sweet.
D)  downplay a message that is uplifting and empowering for girls.E) A) and B)
F) A) and C)

Question 8

The concept underlying Bitter Girls focuses on

Accepted Answer

A)  the most-popular-girl-in-her-high-school-class model.
B)  bringing introverted girls out of their shells.
C)  increasing the assertiveness of shy girls.
D)  a message that is uplifting and empowering for girls.E) A) and C)
F) A) and D)

Question 9

Facebook consistently addresses issues related to user privacy because users post personal information to their Facebook accounts and

Accepted Answer

A)  have a right to know if Facebook changes the way their personal information is released.
B)  use search engines such as Google and Bing.
C)  Facebook makes them "opt-out" of privacy setting changes.
D)  "by default" have their privacy settings changed by Facebook employees.E) C) and D)
F) A) and D)

Question 10

Social networks can be classified based on both __________ and __________.

Accepted Answer

A)  web browsers; apps
B)  user-generated content (UG
C)  ; organization-sponsored content (OS
C)  
C)  media richness; self-disclosure
D)  textual; visualE) B) and C)
F) A) and B)

Question 11

Social networks are

Accepted Answer

A)  gaming websites.
B)  Internet browsers.
C)  specific social media like Facebook or YouTube.
D)  the replacement for e-mail to send private messages.E) C) and D)
F) A) and C)

Question 12

Cost per click is a performance measure in which __________,whereas cost per thousand is a performance measure in which __________.

Accepted Answer

A)  a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000
B)  a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000; a company paying a set amount to Facebook for every time a user clicks on its ad
C)  a company paying a set amount to Facebook for every time a user clicks on its ad and goes to its website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000
D)  a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company paying a set amount for the ad to be placed on the website for a certain amount of timeE) All of the above
F) A) and C)

Question 13

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

Accepted Answer

A)  the degree to which a person's thoughts, feelings, likes, and dislikes are made public; the degree of acoustic, visual, and personal contact between two communication partners
B)  the degree of acoustic, visual, and personal contact between two communication partners; the degree to which a person's thoughts, feelings, likes, and dislikes are made public
C)  the quality of the graphics and video on a website; the online conduct that leads to an unfavourable impression
D)  a visual measure; an emotional measureE) B) and C)
F) All of the above

Question 14

Smart systems are called "smart" because

Accepted Answer

A)  a user needs to be intelligent to use them efficiently and effectively.
B)  users are primarily located at colleges and universities.
C)  in this case "smart" means fashionable or cool.
D)  they use various sensing features to facilitate more dynamic interactions with consumers.E) B) and C)
F) A) and C)

Question 15

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

Accepted Answer

A)  Brand managers need to convince social networks to post their ads free of charge.
B)  Brand managers need to connect the cost of new social network promotions to the sales they generate.
C)  Brand managers need to create "universally appealing" ads as they cannot target specific demographics on social networks.
D)  Brand managers need to estimate how many users have clicked on their ads, leading to difficulties in assessing an ad's effectiveness.E) C) and D)
F) None of the above

Question 16

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 of the product.E) A) and B)
F) B) and C)

Question 17

Aside from an individual Facebook Page for a brand,what is the other mode of advertising on Facebook?

Accepted Answer

A)  Messages are sent to the "inbox" on a user's profile page.
B)  Pop-up ads appear after a user logs in.
C)  Ads appear on the right-hand side of a user's profile page.
D)  They are integrated into the "newsfeed" on a Facebook user's home page.E) None of the above
F) A) and B)

Question 18

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Accepted Answer

A)  create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products
B)  monitor e-mail for customer complaints and respond promptly with a 50 percent discount coupon
C)  hold a cooking contest to generate new recipes using Betty Crocker products
D)  produce commercials incorporating images of Betty Crocker cooking with Julia ChildE) A) and C)
F) A) and B)

Question 19

In classifying social media,self-disclosure is

Accepted Answer

A)  the degree to which a person's thoughts, feelings, likes, and dislikes are made public.
B)  the degree of acoustic, visual, and personal contact between two communication partners.
C)  an undesirable effect of social media, in which too much personal information is given resulting in identity theft.
D)  a growing trend in which telephone and e-mail communications contribute to one's online profile.E) B) and C)
F) A) and D)

Question 20

What is the role of a brand manager in advertising on Facebook?

Accepted Answer

The answer of What is the role of a brand...

Exam 20: Using Social Media to Connect With Consumers

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

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What is meant by "convergence" of real and digital worlds? Provide one example.

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The social network that is used solely for sharing videos is

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Facebook consistently addresses issues related to user privacy because users post personal information to their Facebook accounts and

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Smart systems are called "smart" because

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The click-through rate is

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Cost per click is a performance measure in which __________,whereas cost per thousand is a performance measure in which __________.

Correct AnswerverifiedShow Answer

The concept underlying Bitter Girls was developed because the AOI team wanted to

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Social networks are

Correct AnswerverifiedShow Answer

A blog is a:

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Aside from an individual Facebook Page for a brand,what is the other mode of advertising on Facebook?

Correct AnswerverifiedShow Answer

The concept underlying Bitter Girls focuses on

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Facebook is

Correct AnswerverifiedShow Answer

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

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How did Greenpeace use social media to leverage "crowd power" to get Nestlé to capitulate to its demands?

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

Correct AnswerverifiedShow Answer

In classifying social media,self-disclosure is

Correct AnswerverifiedShow Answer

Social networks can be classified based on both __________ and __________.

Correct AnswerverifiedShow Answer

What is the role of a brand manager in advertising on Facebook?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Cost per click is a performance measure in which ,whereas cost per thousand is a performance measure in which .

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

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Social networks can be classified based on both and .

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