Question 1

In using ________,brand managers can post images of their company's products on their board in hopes that they will be shared on other themed boards,or that users will follow the links back to their websites.

Accepted Answer

A)  YouTube
B)  Pinterest
C)  Twitter
D)  Facebook
E)  LinkedIn

Question 2

Messaging apps such as WhatsApp,Talk,Facebook Messenger,WeChat,and Slack allow consumers to chat with company representatives,ask questions,and obtain personalized recommendations.These messaging options,when combined with Internet bots,are becoming a new form of shopping known as

Accepted Answer

A)  shop chat.
B)  conversational commerce.
C)  social media marketing.
D)  purchase technologies.
E)  connected purchasing.

Question 3

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 different visitors to a Facebook page in a given time period.

Question 4

In social interactions,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)  increase

Question 5

Pinterest is

Accepted Answer

A)  a video-sharing website in which users can upload,view,and comment on videos.
B)  a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized,themed "boards" to categorize their images and then sharing them with other members of the community.
C)  a website where users create a personal profile;add other users as friends;and exchange comments,photos,videos,and "likes" with them.
D)  a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
E)  a website that enables users to send and receive messages up to 140 characters long.

Question 6

A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)

Accepted Answer

A)  wiki.
B)  blog.
C)  encyclomedia.
D)  Facebook post.
E)  tweet.

Question 7

As a performance measure for social networks,the interaction rate is

Accepted Answer

A)  the total number of people who are fans of the post divided by the total number of people in the target demographic.
B)  the number of people who "like" a post.
C)  the number of people who read a post on a page divided by the total number of people seeing the post.
D)  the number of people who connect with a post divided by the total number of people seeing the post.
E)  the number of people who visit the product website and click on at least one link.

Question 8

Companies such as 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.

Question 9

In what way are traditional and social media similar?

Accepted Answer

A)  They both require specialized training.
B)  They both rely upon contributions from established "experts" to create credibility and social authority.
C)  They both can reach either large or niche audiences.
D)  They both are relatively inexpensive or free to produce.
E)  They both produce content that can be altered after posting or publication.

Question 10

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

Accepted Answer

A)  join groups of industry professionals to demonstrate the organization's capabilities in particular areas.
B)  monitor profiles for negative mentions of the brand.
C)  create a profile for the brand with a fictional "typical" brand user.
D)  try to accumulate online "followers" for the business.
E)  request to be linked with potentially lucrative customers.

Question 11

StuffDOT is a

Accepted Answer

A)  wiki.
B)  virtual game world.
C)  virtual social world.
D)  blog.
E)  social network.

Question 12

Which of the following results of the convergence of the real and digital worlds is most accurate?

Accepted Answer

A)  a greater emphasis on traditional media since is more cost effective than social media
B)  an increased emphasis on mobile marketing
C)  a de-emphasis on social network communities in favor of functional ones,often global in nature
D)  the elimination of traditional media;all media will become digital
E)  the limitations of digital cash representing a hurdle to the expansion of e-commerce

Question 13

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 14

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 requires specialized skills and a team of people.
B)  social media are rejected by older and less affluent target markets.
C)  social media only reach niche audiences.
D)  social media are relatively expensive to produce.
E)  the content of social media cannot be altered after publication.

Question 15

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 individual.

Question 16

Frequently used Facebook measures include ________ (the number of people who have opted in to a brand's messages at a given time) and ________ (if someone visits five times in one day,he or she is counted once) .

Accepted Answer

A)  followers;fans
B)  unique fans;visitors
C)  fans;unique visitors
D)  fans;unique page views
E)  followers;unique visitors

Question 17

The website that enables users to send and receive messages up to 280 characters long is

Accepted Answer

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

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

StuffDOT is a

Correct Answer
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The website that enables users to send and receive messages up to 280 characters long is

Correct Answer
verified

Pinterest is

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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 Answer
verified

A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)

Correct Answer
verified

Which of the following results of the convergence of the real and digital worlds is most accurate?

Correct Answer
verified

Brand managers use both traditional and social media to promote and advertise their products.Traditional media ________ while social media

Correct Answer
verified

In using ________,brand managers can post images of their company's products on their board in hopes that they will be shared on other themed boards,or that users will follow the links back to their websites.

Correct Answer
verified

Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time) and (if someone visits five times in one day,he or she is counted once) .

Correct Answer
verified

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

Correct Answer
verified

As a performance measure for social networks,the interaction rate is

Correct Answer
verified

In what way are traditional and social media similar?

Correct Answer
verified

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

Correct Answer
verified

In social interactions,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

Messaging apps such as WhatsApp,Talk,Facebook Messenger,WeChat,and Slack allow consumers to chat with company representatives,ask questions,and obtain personalized recommendations.These messaging options,when combined with Internet bots,are becoming a new form of shopping known as

Correct Answer
verified

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

StuffDOT is a

Correct AnswerverifiedShow Answer

The website that enables users to send and receive messages up to 280 characters long is

Correct AnswerverifiedShow Answer

Pinterest is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

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

A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)

Correct AnswerverifiedShow Answer

Which of the following results of the convergence of the real and digital worlds is most accurate?

Correct AnswerverifiedShow Answer

Brand managers use both traditional and social media to promote and advertise their products.Traditional media ________ while social media

Correct AnswerverifiedShow Answer

In using ________,brand managers can post images of their company's products on their board in hopes that they will be shared on other themed boards,or that users will follow the links back to their websites.

Correct AnswerverifiedShow Answer

Frequently used Facebook measures include ________ (the number of people who have opted in to a brand's messages at a given time) and ________ (if someone visits five times in one day,he or she is counted once) .

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

As a performance measure for social networks,the interaction rate is

Correct AnswerverifiedShow Answer

In what way are traditional and social media similar?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In social interactions,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

Messaging apps such as WhatsApp,Talk,Facebook Messenger,WeChat,and Slack allow consumers to chat with company representatives,ask questions,and obtain personalized recommendations.These messaging options,when combined with Internet bots,are becoming a new form of shopping known as

Correct AnswerverifiedShow Answer

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Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time) and (if someone visits five times in one day,he or she is counted once) .

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