Question 1

The business-oriented website that lets users post their profiles and connect to a network for business people is

Accepted Answer

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

Question 2

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)  net platform.
B)  Facebook page.
C)  blog.
D)  wiki.E) A) and B)
F) A) and D)

Question 3

A blog is ________, whereas a wiki is  __________.

Accepted Answer

A)  a log of an individual's Internet activity; an Internet activity updated by the user
B)  a publicly accessible personal journal and online forum for an individual or organization; a website whose online content is created and edited by the ongoing collaboration of end users
C)  a website for companies to gather customer insights; an academic tool to post grades and projects
D)  a website whose online content is created and edited by the ongoing collaboration of end users; a publicly accessible personal journal and online forum for an individual or organizationE) None of the above
F) A) and B)

Question 4

Which measure most closely ties the cost of the social media ad to the sales revenues the ad generates?

Accepted Answer

A)  Cost per thousand.
B)  Cost per click.
C)  Negotiated measure.
D)  Cost per action.E) A) and B)
F) None of the above

Question 5

The number of Page views divided by visitors in a given time period is referred to as

Accepted Answer

A)  the average page views per visitor.
B)  daily page views.
C)  the website view rate.
D)  website visitors per day.E) B) and D)
F) C) and D)

Question 6

What is the primary purpose of LinkedIn?

Accepted Answer

A)  LinkedIn keeps track of business trends and news updates.
B)  LinkedIn provides a forum for discussion about the difficulties and stresses of the job market.
C)  LinkedIn provides a forum to create a conversation between large companies and their employees.
D)  LinkedIn is a platform for professional networking and job searching.E) B) and D)
F) B) and C)

Question 7

Traditional media use one-way communication to advertise their products. The consumers are therefore referred to as_______ _.

Accepted Answer

A)  one-way consumers
B)  traditional consumers
C)  end-receivers
D)  passive receiversE) B) and C)
F) A) and D)

Question 8

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

Accepted Answer

A)  self-disclosure.
B)  social value.
C)  media richness.
D)  user-generated content.E) None of the above
F) C) and D)

Question 9

As the brand manager, how would you use social media to gain users for StuffDOT Inc.? In your answer, include your rationale for using each type of social media.

Accepted Answer

The answer of As the brand manager, how would you...

Question 10

Performance measures for social media are divided into these two types: ________ and ________.

Accepted Answer

A)  purchases made online; purchases made in a store as a result of a link from a social media website
B)  number of photos uploaded; number of characters types (comments, tweets, etc.) 
C)  those linked to inputs or costs; those tied to the outputs or revenues
D)  traditional media costs; social media costsE) A) and B)
F) A) and C)

Question 11

Online content that is published on a publicly accessible website or social networking site is a criterion of

Accepted Answer

A)  blogs.
B)  social networks.
C)  wikis.
D)  user-generated content (UG
C)  .E) None of the above
F) A) and B)

Question 12

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

Question 13

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

Accepted Answer

A)  All college students use Web 2.0.
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)  Web 2.0 involves online media where users submit comments, photos, and videos as well as have genuine online conversation among multiple users.
D)  Greater bandwidth allows for faster media downloads from the Internet.E) None of the above
F) B) and C)

Question 14

Smart systems are called "smart" because

Accepted Answer

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

Question 15

Figure 20-1

-Based on the social media identified in Figure 20-1, the social media site rated highest in self-disclosure but lowest in media richness is

Accepted Answer

A)  WordPress.
B)  Wikipedia.
C)  Facebook.
D)  Tumblr.E) None of the above
F) A) and C)

Question 16

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

Accepted Answer

A)  wikis.
B)  blogs.
C)  online advertisements.
D)  user-generated content (UG
C)  .E) B) and C)
F) A) and D)

Question 17

Global marketing with social media needs to have the right content for each international market, including all of the following except:

Accepted Answer

A)  Use social media first to enter the foreign market.
B)  Use images wherever possible.
C)  Speak to the customer in their own language.
D)  Find the influencers in each market.E) None of the above
F) A) and B)

Question 18

The click-through rate is

Accepted Answer

A)  the percentage of customers who buy a product from the brand website.
B)  the percentage of recipients who have clicked on a link on the Page to visit a specific site.
C)  the total number of people who have visited a brand's Facebook Page and have become Facebook fans of the product.
D)  the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link.E) A) and B)
F) All of the above

Question 19

A popular social network used by college students to find and share the best content on the Web is

Accepted Answer

A)  Vimeo.
B)  Tumblr.
C)  Flickr.
D)  YouTube.E) B) and D)
F) A) and B)

Question 20

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)  traditional media include Facebook and Twitter.
B)  production of traditional media requires specialized skills and a team of people.
C)  social media is relatively expensive to produce.
D)  social media only reaches niche audiences.E) B) and D)
F) All of the above

Exam 20: Using Social Media and Mobile Marketing 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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Which measure most closely ties the cost of the social media ad to the sales revenues the ad generates?

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

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Performance measures for social media are divided into these two types: ________ and ________.

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What is the primary purpose of LinkedIn?

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The number of Page views divided by visitors in a given time period is referred to as

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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

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

Correct AnswerverifiedShow Answer

Global marketing with social media needs to have the right content for each international market, including all of the following except:

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A blog is ________, whereas a wiki is __________.

Correct AnswerverifiedShow Answer

Traditional media use one-way communication to advertise their products. The consumers are therefore referred to as_______ _.

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Online content that is published on a publicly accessible website or social networking site is a criterion of

Correct AnswerverifiedShow Answer

The business-oriented website that lets users post their profiles and connect to a network for business people is

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

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

Correct AnswerverifiedShow Answer

The click-through rate is

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A popular social network used by college students to find and share the best content on the Web is

Correct AnswerverifiedShow Answer

Smart systems are called "smart" because

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Figure 20-1 -Based on the social media identified in Figure 20-1, the social media site rated highest in self-disclosure but lowest in media richness is

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As the brand manager, how would you use social media to gain users for StuffDOT Inc.? In your answer, include your rationale for using each type of social media.

Correct AnswerverifiedShow Answer

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Performance measures for social media are divided into these two types: and .

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A blog is , whereas a wiki is __.

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