Question 1

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

Question 2

Describe the communications process of both traditional media and social media.

Accepted Answer

Traditional media use one-way communicat...

Question 3

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Accepted Answer

A)  popular trends among members of the over-65 market.
B)  technological advancements that can be used to promote their brands.
C)  new slang terms to create more effective advertisement copy.
D)  recruiting prospective employees.
E)  customer complaints and suggestions.F) D) and E)
G) C) and D)

Question 4

What is one way in which "Web 2.0" media are different from traditional media?

Accepted Answer

A)  Web 2.0 involves online media where users submit or modify comments,photos,and videos as well as have genuine online conversation among multiple users.
B)  The ability to access the Internet from smartphones brought on a cultural revolution when the majority of college students began to use them.
C)  Greater bandwidth allows for faster media downloads from the Internet.
D)  All college students use Web 2.0.
E)  The technical interface of Web 2.0 is user friendly.F) B) and C)
G) None of the above

Question 5

In terms of performance measures important to marketing managers,unique visitors are

Accepted Answer

A)  the total number of pages fans visit on any of a brand's social media sites in a given time period.
B)  the total number of Facebook Page views in one day.
C)  the total number of product website views on YouTube.
D)  visitors who post unique comments on a product's Facebook Page.
E)  the total number of unique visitors to a Facebook Page in a given time period.F) C) and D)
G) None of the above

Question 6

Users or members to social networking websites are

Accepted Answer

A)  where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad.
B)  the total number of unique individuals to a web page in a given time period-counted each time they logon to the site during that period of time.
C)  the total number of unique individuals to a web page in a given time period-counted only once period (such as a day) -regardless of how many times they logon to the site during that period of time.
D)  individuals who have registered on a social networking site by completing the process involved,such as providing their name,an ID,and a password.
E)  the number of people who have "opted in" to a brand's messages through a social media platform at a given time.F) None of the above
G) A) and E)

Question 7

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Accepted Answer

A)  user generated content.
B)  social value.
C)  self-disclosure.
D)  media richness.
E)  emotive content.F) All of the above
G) C) and D)

Question 8

According to Figure 19-4 above,the correct rank order of social network sites from MOST TO LEAST POPULAR as measured by the number of users as of mid-2013 is

Accepted Answer

A)  Facebook,LinkedIn,YouTube,and Twitter.
B)  Facebook,Twitter,YouTube,and LinkedIn.
C)  Facebook,YouTube,LinkedIn,and Twitter.
D)  Facebook,YouTube,Twitter,and LinkedIn.
E)  Twitter,Facebook,YouTube,and LinkedIn.F) B) and D)
G) A) and C)

Question 9

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

Accepted Answer

A)  the palm oil Nestlé was using in the candy bar was "nonsustainable."
B)  Greenpeace praised Nestlé's sense of social responsibility and commitment to global sustainable procurement.
C)  Greenpeace decided to use Twitter to start a conversation among environmentalists urging them to buy Nestlé's Kit Kat candy bars.
D)  the palm oil Nestlé was using in the candy bar genetically modified.
E)  the palm oil Nestlé was using in the candy bar was Fair Trade certified as "sustainable."F) A) and E)
G) A) and B)

Question 10

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)  the Honda websiteF) C) and E)
G) A) and B)

Question 11

Based on the social media identified in Figure 19-1 above,the social media site rated HIGHEST in media richness is

Accepted Answer

A)  Wikipedia.
B)  Facebook.
C)  Second Life.
D)  World of Warcraft.
E)  Farmville.F) A) and E)
G) D) and E)

Question 12

A favorable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ one's influence on those reached.

Accepted Answer

A)  decrease
B)  not affect
C)  undermine
D)  manipulate
E)  increaseF) All of the above
G) A) and D)

Question 13

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

Accepted Answer

A)  attracts unique visitors
B)  adds registered users
C)  builds awareness
D)  ties actual sales revenues to the cost of the ad
E)  generates brand buzzF) All of the above
G) A) and E)

Question 14

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) D) and E)
G) A) and C)

Question 15

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 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 website 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) None of the above

Question 16

According to Figure 19-5 above,"C" is the performance measure described by the accompanying quote "I will pay $5.00 for every purchase that originates from an ad on your site" under the Cost to Advertisers heading.

Accepted Answer

A)  cost per click
B)  click through rate
C)  cost per action
D)  conversion rate
E)  cost per thousandF) C) and E)
G) B) and E)

Question 17

Brand managers find out what people are saying about their brand on Twitter by

Accepted Answer

A)  having employees perform spot-checks on posts.
B)  using keyword search monitoring from services such as CoTweet.
C)  creating their own Twitter account and seeing what "followers" say on Facebook.
D)  recognizing that posts are too brief to allow for a substantive mention of their brand.
E)  employing outside search services such as Google and Bing.F) C) and E)
G) A) and D)

Question 18

The convergence of real and digital worlds is the result of

Accepted Answer

A)  the work of William Gibson,who coined the term "cyberspace."
B)  the implementation of ideas found in science fiction films and books.
C)  the unlimited proliferation of interlinked smartphones,tablet devices,sensors,sophisticated algorithms,databases,and other elements.
D)  Steve Jobs,the late visionary CEO of Apple,Inc.
E)  the researchers at Xerox Palo Alto Research Center (PAR
C)  .F) C) and D)
G) A) and C)

Question 19

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

Accepted Answer

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 his/her brand.
D)  try to accumulate online "followers" for the business.
E)  buy ad space on the LinkedIn website.F) B) and C)
G) B) and E)

Question 20

The three guidelines on marketing and promoting a brand using YouTube include: (1) __________; (2) create a branded channel rich in key words to improve the odds of the video showing up in user searches;and (3) target viewers by using YouTube's insights and analytics research to reveal the number of views,where they originate within YouTube,and what key words are driving user visits.

Accepted Answer

A)  use an expert to inform the audience about product features and benefits
B)  tie the product to a current political or news event
C)  include humorous content to attract as many viewers as possible
D)  exploit visual aspects of your message,perhaps sacrificing product messages to tell a more entertaining story
E)  limit the video to one minute or less,the same as a TV or radio ad time limitF) A) and B)
G) All of the above

Exam 19: Using Social Media to Connect With Consumers

Describe the communications process of both traditional media and social media.

Correct Answer
verified
Traditional media use one-way communicat...
View Answer

The convergence of real and digital worlds is the result of

Correct Answer
verified

Correct Answer
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The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

Correct Answer
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The click-through rate is

Correct Answer
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LinkedIn is

Correct Answer
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Based on the social media identified in Figure 19-1 above,the social media site rated HIGHEST in media richness is

Correct Answer
verified

A favorable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ one's influence on those reached.

Correct Answer
verified

According to Figure 19-4 above,the correct rank order of social network sites from MOST TO LEAST POPULAR as measured by the number of users as of mid-2013 is

Correct Answer
verified

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

Correct Answer
verified

Brand managers find out what people are saying about their brand on Twitter by

Correct Answer
verified

Users or members to social networking websites are

Correct Answer
verified

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Correct Answer
verified

According to Figure 19-5 above,"C" is the performance measure described by the accompanying quote "I will pay $5.00 for every purchase that originates from an ad on your site" under the Cost to Advertisers heading.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Correct Answer
verified

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 Answer
verified

What is one way in which "Web 2.0" media are different from traditional media?

Correct Answer
verified

In terms of performance measures important to marketing managers,unique visitors are

Correct Answer
verified

Exam 19: Using Social Media to Connect With Consumers

Describe the communications process of both traditional media and social media.

Correct AnswerverifiedTraditional media use one-way communicat...View AnswerShow Answer

The convergence of real and digital worlds is the result of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

Correct AnswerverifiedShow Answer

The click-through rate is

Correct AnswerverifiedShow Answer

LinkedIn is

Correct AnswerverifiedShow Answer

Based on the social media identified in Figure 19-1 above,the social media site rated HIGHEST in media richness is

Correct AnswerverifiedShow Answer

A favorable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ one's influence on those reached.

Correct AnswerverifiedShow Answer

According to Figure 19-4 above,the correct rank order of social network sites from MOST TO LEAST POPULAR as measured by the number of users as of mid-2013 is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Brand managers find out what people are saying about their brand on Twitter by

Correct AnswerverifiedShow Answer

Users or members to social networking websites are

Correct AnswerverifiedShow Answer

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Correct AnswerverifiedShow Answer

According to Figure 19-5 above,"C" is the performance measure described by the accompanying quote "I will pay $5.00 for every purchase that originates from an ad on your site" under the Cost to Advertisers heading.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to 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

What is one way in which "Web 2.0" media are different from traditional media?

Correct AnswerverifiedShow Answer

In terms of performance measures important to marketing managers,unique visitors are

Correct AnswerverifiedShow Answer

Correct Answer
verified
Traditional media use one-way communicat...
View Answer

Correct Answer
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