Question 1

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Accepted Answer

A)   vlogger.
B)   friend domain.
C)   fan source.
D)   fan base.
E)   friend pool.F) All of the above
G) C) and D)

Question 2

The ________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Accepted Answer

A)   cost-per-click
B)   cost-per-thousand
C)   fixed-fee-rate
D)   cost-per-view
E)   cost-per-actionF) A) and D)
G) C) and D)

Question 3

After Michael Drysch made his phenomenal hook shot in the Carmex Half-Court Hero promotion, the footage went viral and earned Carmex over 500 million media impressions across TV, print, online, and social media. The lesson here is to

Accepted Answer

A)   focus efforts on gaining YouTube views.
B)   ensure that social media does not explore controversial topics.
C)   look for ways to maximize social media because of its reach with younger audiences.
D)   match social media content with important social media influencers like LeBron James.
E)   focus efforts on sports-related media such as ESPN.com.F) A) and D)
G) A) and E)

Question 4

All of these are differences between social and traditional media exceptwhich?

Accepted Answer

A)   the training and skills required to produce the media
B)   the permanence of the media
C)   the formation of credibility for the media
D)   the ability to reach a mass or specialized market segment
E)   the time to delivery of the mediaF) B) and C)
G) C) and D)

Question 5

Smart systems are

Accepted Answer

A)   technology- and data-based networks that trigger actions by sensing changes in the real or digital world.
B)   highly organized social media campaigns that use avatars to promote a brand.
C)   social networking sites that allow for people to keep in touch with photos, videos, and short-text entries.
D)   financially successful social networking sites.
E)   programs that provide measures of an ad's success on social networking sites.F) None of the above
G) All of the above

Question 6

What are apps and what significance do they have with respect to convergence of the real and digital worlds?

Accepted Answer

The apps for smartphones are acceleratin...

Question 7

On social media, the customer engagement rate can be calculated as the ________ divided by the total number of impressions or followers, as applicable to the site being measured.

Accepted Answer

A)   number of purchases
B)   level of awareness times 100
C)   number of paying customers in the last year
D)   total number of customer actions
E)   number of different messages used as contentF) None of the above
G) A) and D)

Question 8

Social media can be classified based on ________ and

Accepted Answer

A)   web browsers; apps.
B)   user-generated content (UG
C)  ; marketer-generated content (MG
C)  .
C)   blogs; wikis.
D)   textual complexity; visual depth.
E)   media richness; self-disclosure.F) C) and E)
G) D) and E)

Question 9

The social network primarily used for professional networking and job searching is

Accepted Answer

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

Question 10

Online media where users submit comments, photos, and videos, often accompanied by a feedback process to identify popular topics are called

Accepted Answer

A)   rich media.
B)   Facebook.
C)   avatar media.
D)   social media.
E)   feedback loops.F) A) and E)
G) None of the above

Question 11

A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and Instagram, is referred to as

Accepted Answer

A)   a social network.
B)   a chat room.
C)   an electronic medium.
D)   a social medium.
E)   a feedback medium.F) A) and E)
G) B) and D)

Question 12

Figure 20-1
-One dimension, ________, is used to classify social media and is shown above in Figure 20-1 on the y-axis, ranging from "impersonal" to "very personal."

Accepted Answer

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

Question 13

As a performance measure for social networks, the number of page views divided by visitors in a given time period is referred to as

Accepted Answer

A)   gross page views.
B)   the average page views per visitor.
C)   average website hits.
D)   the average website view rate.
E)   the overall interaction rate.F) A) and B)
G) None of the above

Question 14

The greatest concern consumers may have regarding the convergence of the real and digital worlds is

Accepted Answer

A)   the elimination of traditional media; all media will become digital.
B)   a decreased emphasis on measuring the marketing return on investment for social media initiatives.
C)   the interference with personal privacy as personal data gets shared within and across social media.
D)   the proliferation of ads and sponsored stories on social networking sites that reduce click-through rates.
E)   the absence of digital cash to complete the near field communication transaction process.F) C) and D)
G) A) and B)

Question 15

Each of these are widely used social networks discussed in the text based on their impact on both consumers and organizations exceptwhich?

Accepted Answer

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

Question 16

Facebook is

Accepted Answer

A)   a popular 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 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 virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.F) All of the above
G) C) and D)

Question 17

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

Accepted Answer

A)   production of traditional media often requires specialized skills and a team of people.
B)   social media are rejected by older and less affluent target markets.
C)   social media usually involves an extensive time lag.
D)   social media are relatively expensive to produce.
E)   the content of social media cannot be altered after publication.F) A) and C)
G) B) and D)

Question 18

The product like cycle is of most concern for which app?

Accepted Answer

A)   Pandora
B)   Pinterest
C)   Angry Birds
D)   Netflix
E)   Bank of AmericaF) C) and E)
G) A) and C)

Question 19

As a performance measure for social networks, share of voice is

Accepted Answer

A)   the number of comments users are making on a product or a brand.
B)   the percentage of comments users are making on the unique videos posted about a product or brand.
C)   the brand's percentage of all the online social media chatter related to a product category or topic.
D)   the number of users tweeting about a brand or product.
E)   the number of users chatting online about a brand or product.F) A) and B)
G) A) and C)

Question 20

All of these statements about user-generated content (UGC)  are true exceptwhich?

Accepted Answer

A)   UGC is published on a publicly accessible website and created by end users.
B)   UGC includes reposting an article found in a newspaper or magazine without editing.
C)   UGC is consumer-generated by an individual outside of a professional or commercial organization.
D)   UGC shows a significant degree of creative effort.
E)   UGC is not simply e-mail, but is published on a publicly accessible website.F) D) and E)
G) C) and D)

Exam 20: Personal Selling and Sales Management

Each of these are widely used social networks discussed in the text based on their impact on both consumers and organizations exceptwhich?

Correct AnswerverifiedShow Answer

After Michael Drysch made his phenomenal hook shot in the Carmex Half-Court Hero promotion, the footage went viral and earned Carmex over 500 million media impressions across TV, print, online, and social media. The lesson here is to

Correct AnswerverifiedShow Answer

The social network primarily used for professional networking and job searching is

Correct AnswerverifiedShow Answer

As a performance measure for social networks, share of voice is

Correct AnswerverifiedShow Answer

The product like cycle is of most concern for which app?

Correct AnswerverifiedShow Answer

All of these are differences between social and traditional media exceptwhich?

Correct AnswerverifiedShow Answer

What are apps and what significance do they have with respect to convergence of the real and digital worlds?

Correct AnswerverifiedThe apps for smartphones are acceleratin...View AnswerShow Answer

On social media, the customer engagement rate can be calculated as the ________ divided by the total number of impressions or followers, as applicable to the site being measured.

Correct AnswerverifiedShow Answer

Online media where users submit comments, photos, and videos, often accompanied by a feedback process to identify popular topics are called

Correct AnswerverifiedShow Answer

Figure 20-1 -One dimension, ________, is used to classify social media and is shown above in Figure 20-1 on the y-axis, ranging from "impersonal" to "very personal."

Correct AnswerverifiedShow Answer

Social media can be classified based on ________ and

Correct AnswerverifiedShow Answer

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Correct AnswerverifiedShow Answer

All of these statements about user-generated content (UGC) are true exceptwhich?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Smart systems are

Correct AnswerverifiedShow Answer

Facebook is

Correct AnswerverifiedShow Answer

The greatest concern consumers may have regarding the convergence of the real and digital worlds is

Correct AnswerverifiedShow Answer

A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and Instagram, is referred to as

Correct AnswerverifiedShow Answer

As a performance measure for social networks, the number of page views divided by visitors in a given time period is referred to as

Correct AnswerverifiedShow Answer

The ________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Correct AnswerverifiedShow Answer

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The apps for smartphones are acceleratin...
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