Question 1

In a recent survey of business owners, 41 percent saw __________ as potentially beneficial to their company - more than twice that for the other major social networks discussed in the textbook.

Accepted Answer

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

Question 2

While brand managers use both traditional and social media to promote and advertise their products, traditional media __________ while social media __________.

Accepted Answer

A)  appeal to a younger audience; appeal to a middle-aged audience
B)  are cheaper; are more creative
C)  are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete
D)  are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them
E)  take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individualF) All of the above
G) A) and D)

Question 3

Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact.

Accepted Answer

A)  followers
B)  colleagues
C)  contacts
D)  connections
E)  friendsF) All of the above
G) B) and E)

Question 4

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a

Accepted Answer

A)  wiki.
B)  blog.
C)  chat room.
D)  Facebook Page.
E)  tweet.F) None of the above
G) B) and D)

Question 5

__________-enabled smartphones gave mobile consumers access to online ads, local restaurant promotions, and time-sensitive discounts at retailers.

Accepted Answer

A)  GPS
B)  APP
C)  CMO
D)  WEB 2.0
E)  Google+F) D) and E)
G) A) and D)

Question 6

The performance measure of average page views per visitor is the number of

Accepted Answer

A)  visitors who land on a brand's Facebook Page by clicking on a Google ad.
B)  visitors to a brand's website.
C)  visitors who view pages and comment in a given time period.
D)  page views divided by visitors in a given time period.
E)  visitors to a website who click on a link.F) B) and D)
G) A) and E)

Question 7

Smart systems are

Accepted Answer

A)  computer-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) A) and C)

Question 8

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

Accepted Answer

A)  Wikipedia.
B)  Blogger.
C)  Facebook.
D)  World of Warcraft.
E)  WordPress.F) C) and D)
G) All of the above

Question 9

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:

Accepted Answer

A)  defines the characteristics of the one or more market segments she wants to reach.
B)  buys placement for an ad on a specific section on a social networking site.
C)  composes title and copy for the social network ad.
D)  decides on the images (photos and videos)  used to promote the brand.
E)  specifies the web address(es)  to which its ad should link based on the brand's social media marketing goals.F) A) and B)
G) All of the above

Question 10

-According to Figure 16-4 above, Facebook had about __________ unique U.S. visitors as of mid-2014.

Accepted Answer

A)  139 million
B)  168 million
C)  500 million
D)  1 billion
E)  2.54 billionF) B) and E)
G) A) and C)

Question 11

-Based on the social media identified in Figure 16-1 above, virtual social worlds have a __________ degree of media richness and self-disclosure.

Accepted Answer

A)  high
B)  medium
C)  low
D)  average
E)  non-existentF) A) and B)
G) B) and E)

Question 12

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach __________.

Accepted Answer

A)  "two-way receivers"
B)  "end-receivers"
C)  "active receivers"
D)  "followers"
E)  "connections"F) A) and D)
G) A) and E)

Question 13

User generated content refers to

Accepted Answer

A)  the content posted by only one user on his or her private blog.
B)  Web 3.0, the next update of the Web.
C)  the content created by one user using his or her smartphone.
D)  another term for social media.
E)  another term for flash mobs.F) A) and D)
G) A) and C)

Question 14

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address) , and a password, as well as answering a few questions (date of birth, gender, etc.)  are referred to as __________.

Accepted Answer

A)  users/members
B)  unique visitors
C)  visitors
D)  fans
E)  likersF) D) and E)
G) B) and D)

Question 15

What is the primary purpose of LinkedIn?

Accepted Answer

A)  LinkedIn keeps track of business trends and "breaking news."
B)  LinkedIn provides a way to integrate all of one's social networks into a single, comprehensive news feed.
C)  LinkedIn provides a forum for discussion about the difficulties and stresses of the job market.
D)  LinkedIn provides a forum to create a conversation between large companies and their employees.
E)  LinkedIn is a platform for professional networking and job searching.F) B) and C)
G) A) and E)

Question 16

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

Question 17

What is another term that is sometimes used interchangeably with social media?

Accepted Answer

A)  net platforms
B)  Web 3.0
C)  user generated content
D)  user platforms
E)  peer-to-peer networkingF) A) and D)
G) B) and C)

Question 18

When thousands of college-age brand ambassadors at colleges and universities across the U.S. needed to recruit volunteers to help incoming freshmen on campus move-in day, the most effective way to reach the greatest number of students was by using

Accepted Answer

A)  the campus radio.
B)  social media.
C)  phone solicitations.
D)  ads in the campus newspaper.
E)  hanging ads on dorm-room handles.F) B) and E)
G) All of the above

Question 19

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 a fixed amount
B)  a company that pays pennies for every time its ad loads on a Facebook page, up to a fixed amount; 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; a company that pays pennies for every time its ad loads on a Facebook page, up to a fixed amount
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 time
E)  a company paying a set amount for the ad to be placed on the website for a certain amount of time; a company paying a set amount to Facebook for every purchase that originated from an ad on a websiteF) A) and E)
G) B) and E)

Question 20

__________ is a content sharing network where members affix images, videos, and more to "boards" they create, which are categorized into different themes.

Accepted Answer

A)  Tumblr
B)  Flickr
C)  Vimeo
D)  Pinterest
E)  StumbleUponF) None of the above
G) B) and C)

Exam 16: Using Social Media to Connect With Consumers

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

Correct AnswerverifiedShow Answer

When thousands of college-age brand ambassadors at colleges and universities across the U.S. needed to recruit volunteers to help incoming freshmen on campus move-in day, the most effective way to reach the greatest number of students was by using

Correct AnswerverifiedShow Answer

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a

Correct AnswerverifiedShow Answer

The performance measure of average page views per visitor is the number of

Correct AnswerverifiedShow Answer

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address) , and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as __________.

Correct AnswerverifiedShow Answer

In a recent survey of business owners, 41 percent saw __________ as potentially beneficial to their company - more than twice that for the other major social networks discussed in the textbook.

Correct AnswerverifiedShow Answer

__________-enabled smartphones gave mobile consumers access to online ads, local restaurant promotions, and time-sensitive discounts at retailers.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact.

Correct AnswerverifiedShow Answer

What is the primary purpose of LinkedIn?

Correct AnswerverifiedShow Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach __________.

Correct AnswerverifiedShow Answer

-Based on the social media identified in Figure 16-1 above, virtual social worlds have a __________ degree of media richness and self-disclosure.

Correct AnswerverifiedShow Answer

Smart systems are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:

Correct AnswerverifiedShow Answer

What is another term that is sometimes used interchangeably with social media?

Correct AnswerverifiedShow Answer

User generated content refers to

Correct AnswerverifiedShow Answer

__________ is a content sharing network where members affix images, videos, and more to "boards" they create, which are categorized into different themes.

Correct AnswerverifiedShow Answer

While brand managers use both traditional and social media to promote and advertise their products, traditional media __________ while social media __________.

Correct AnswerverifiedShow Answer

-According to Figure 16-4 above, Facebook had about __________ unique U.S. visitors as of mid-2014.

Correct AnswerverifiedShow Answer

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

Correct Answer
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While brand managers use both traditional and social media to promote and advertise their products, traditional media while social media .

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