Question 1

What are social media? Give two examples.

Accepted Answer

Social media represent a unique blending...

Question 2

All of the following are social media performance measures except which?

Accepted Answer

A)   click per fan
B)   cost per click
C)   cost per action
D)   cost per thousand
E)   click-through rate

Question 3

The practice of focusing on the identification and recruitment of individuals to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers is referred to as

Accepted Answer

A)   behavioral targeting.
B)   showrooming.
C)   viral marketing.
D)   customerization.
E)   influencer marketing.

Question 4

Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But with social media, credibility can be established by

Accepted Answer

A)   linking electronically to experts in traditional media.
B)   simply participating in the conversation with a quality message.
C)   providing controversial material for discussion, often from opposing viewpoints.
D)   providing links to all social media within your email or other profiles.
E)   using citations from online sources like Wikipedia.

Question 5

Recently, Facebook made all of the following changes to its mobile capabilities except which?

Accepted Answer

A)   Facebook created a new feature called Dating with a dedicated inbox and separate profile for users.
B)   Facebook introduced the app Virtual, which facilitates the use of virtual and augmented reality for mobile devices.
C)   Facebook launched a program known as Custom Audiences to allow marketers to use email marketing with mobile users.
D)   Facebook added new privacy protections, including the option to opt out of targeting based on personal profile information.
E)   Facebook added Facebook Live to allow users to broadcast up to four hours of live streaming video.

Question 6

Body Glove's partnership with Marquee Brands has helped it

Accepted Answer

A)   compete directly with online sites such as Macy's online store.
B)   wage a battle against bullying being faced by young people.
C)   reward its online fans.
D)   expand the brand internationally.
E)   share images of favorite things by women for other women.

Question 7

As a performance measure for social networks, the percentage of recipients who have clicked on a link on the page to visit a specific site is the

Accepted Answer

A)   fan follow-through percentage.
B)   click-through rate.
C)   pass-through rate.
D)   recipient rate.
E)   website click rate.

Question 8

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

Accepted Answer

A)   LinkedIn.
B)   YouTube.
C)   Twitter.
D)   Facebook.
E)   Yahoo.

Question 9

Twitter can be a good source of information about a brand or product because of its

Accepted Answer

A)   short message length.
B)   photo-sharing capability.
C)   ability to display user-generated video content.
D)   ownership of CoTweet.
E)   ability to post professional profiles.

Question 10

The social media website open to anyone age 13 and over where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them is known as

Accepted Answer

A)   Twitter.
B)   Vimeo.
C)   Facebook.
D)   YouTube.
E)   LinkedIn.

Question 11

Online content created by an individual outside of a professional or commercial organization is a criterion of

Accepted Answer

A)   online advertisements.
B)   user-generated content.
C)   blogs.
D)   wikis.
E)   YouTube.

Question 12

A criterion of ________ is that it is online content published on a publicly accessible website or social networking site.

Accepted Answer

A)   social networks
B)   user-generated content
C)   blogs
D)   wikis
E)   YouTube

Question 13

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.

Question 14

Body Glove has employed all of these promotional methods except which?

Accepted Answer

A)   billboards near popular outdoor sports locations
B)   sponsoring athletes from the surfing, diving, and wakeboarding communities
C)   print advertisements in Surfer, Wake, Outside, and Vogue magazines
D)   three feature length films, known as the Drop Zone series
E)   a sampling program providing free surfing gear to social media influencers

Question 15

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.

Question 16

What are the main ways brand managers can use Twitter?

Accepted Answer

With the 280-character limit on tweets, ...

Question 17

What are apps and what significance do they have with respect to convergence?

Accepted Answer

Apps are small, downloadable software pr...

Question 18

Which of the following is a guideline for marketing and promoting a brand using YouTube?

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 limit.

Question 19

Media richness is ________ in face-to-face communication than in telephone or email communications.

Accepted Answer

A)   more biased
B)   lower
C)   higher
D)   more technological
E)   less independent

Question 20

A fan source is

Accepted Answer

A)   a pool of social media users with a propensity to interact with brands, including recommending them to friends.
B)   where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad.
C)   all Facebook fans in the target demographic for a particular brand.
D)   the number of fans who interact with a Facebook page.
E)   the number of fans who are evangelists for a brand.

Exam 17: Using Social Media and Mobile Marketing to Connect With Consumers

Media richness is ________ in face-to-face communication than in telephone or email communications.

Correct AnswerverifiedShow Answer

What are social media? Give two examples.

Correct AnswerverifiedSocial media represent a unique blending...View AnswerShow Answer

As a performance measure for social networks, the percentage of recipients who have clicked on a link on the page to visit a specific site is the

Correct AnswerverifiedShow Answer

The practice of focusing on the identification and recruitment of individuals to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers is referred to as

Correct AnswerverifiedShow Answer

What are the main ways brand managers can use Twitter?

Correct AnswerverifiedWith the 280-character limit on tweets, ...View AnswerShow 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

The social media website open to anyone age 13 and over where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them is known as

Correct AnswerverifiedShow Answer

Online content created by an individual outside of a professional or commercial organization is a criterion of

Correct AnswerverifiedShow Answer

What are apps and what significance do they have with respect to convergence?

Correct AnswerverifiedApps are small, downloadable software pr...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

A criterion of ________ is that it is online content published on a publicly accessible website or social networking site.

Correct AnswerverifiedShow Answer

All of the following are social media performance measures except which?

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

Recently, Facebook made all of the following changes to its mobile capabilities except which?

Correct AnswerverifiedShow Answer

Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But with social media, credibility can be established by

Correct AnswerverifiedShow Answer

A fan source is

Correct AnswerverifiedShow Answer

Twitter can be a good source of information about a brand or product because of its

Correct AnswerverifiedShow Answer

Body Glove has employed all of these promotional methods except which?

Correct AnswerverifiedShow Answer

Body Glove's partnership with Marquee Brands has helped it

Correct AnswerverifiedShow Answer

Which of the following is a guideline for marketing and promoting a brand using YouTube?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Social media represent a unique blending...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
With the 280-character limit on tweets, ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Apps are small, downloadable software pr...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified