Question 1

Brand managers find out what people are saying about their brand on Twitter by

Accepted Answer

A)   having employees perform spot checks on posts.
B)   using social media management tools like TweetDeck.
C)   creating their own Twitter account and seeing what "followers" say on Facebook.
D)   recognizing that posts are too brief to allow for a substantive mention of their brand.
E)   employing outside search services such as Google and Bing. B

Question 2

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 3

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 (UG
C)  
C)   blogs
D)   wikis
E)   YouTube

Question 4

A Facebook page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers except which?

Accepted Answer

A)   a cover image
B)   Facebook page posts that appear in the news feed of those who have "liked" the page
C)   the number of people who saw a specific post
D)   the ability to "tweet" a comment on an ad a firm has posted on its Facebook page
E)   the number of people who clicked the "Like" button

Question 5

A company paying a set amount to Facebook for every time a user clicks on its ad is using __________ as a performance measure,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is using __________ as a performance measure.

Accepted Answer

A)   variable fee; fixed fee
B)   cost per click; cost per thousand
C)   fixed fee; variable fee
D)   cost per action; cost per click
E)   traditional cost; social media cost

Question 6

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 7

Figure 16-5 
-According to Figure 16-5,C is the performance measure referred to as

Accepted Answer

A)   cost per click.
B)   click through rate.
C)   cost per action.
D)   conversion rate.
E)   cost per thousand.

Question 8

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 9

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Accepted Answer

A)   global marketing platforms.
B)   convergent systems.
C)   intelligence technologies.
D)   smart systems.
E)   social networking sites.

Question 10

LinkedIn is

Accepted Answer

A)   a 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 short messages up to 140 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 website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 11

Brand managers can strategically use Twitter to do all of the following except which?

Accepted Answer

A)   respond to user criticisms about a brand through "retweets" to develop more satisfied customers
B)   generate brand buzz by developing an official Twitter profile
C)   connect in real time using the broadcasting app Periscope, or Twitter's live stream function
D)   operate promotions in real time
E)   post user profiles for job seekers

Question 12

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

Accepted Answer

A)   followers
B)   colleagues
C)   contacts
D)   connections
E)   friends

Question 13

-According to Figure 16-4,the correct rank order of social network sites from most to least popular as measured by the number of visits is

Accepted Answer

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

Question 14

What is the challenge presented to brand managers by social media advertising?

Accepted Answer

A)   Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media.
B)   Brand managers need to convince social networks to post their ads free of charge.
C)   Brand managers need to create "universally appealing" ads because they cannot target specific demographics on social networks.
D)   Brand managers have difficulty estimating how many users have clicked on their ads, which leads to problems in assessing an ad's effectiveness.
E)   Brand managers need to realize that there are only a few social networks to advertise on.

Question 15

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

Accepted Answer

Apps are small,downloadable software pro...

Question 16

Which of the following smartphone apps is made possible through mobile marketing?

Accepted Answer

A)   Instagram
B)   location-based promotions
C)   Twitter
D)   Candy Crush
E)   music-streaming services

Question 17

What are the main ways brand managers can use Twitter?

Accepted Answer

Brand managers can use social media management tools such as Tweetdeck and Hootsuite to see what Twitter users are saying about their own brand and competitive ones.Also,they can connect in real time using Twitter's recently acquired broadcasting app,Periscope,or its live stream function.They can generate brand buzz by developing an official Twitter profile,recruiting followers and showing photos of their products.They can also follow the Twitter profiles that mention their product or brand and monitor what is being said,responding to user criticisms to develop happy customers.

Question 18

In terms of performance measures for social networks,fans are

Accepted Answer

A)   the total number of unique visitors to a Facebook page in a given time period.
B)   the number of people who have opted in to a brand's messages through a social media platform at a given time.
C)   the percentage of people who have clicked on a link on the page to visit a specific site.
D)   the number of people who interact with a post ("like," make a comment, and so on)  divided by the total number of people seeing the post.
E)   the brand's share or percentage of all the online social media chatter related to its product category or a topic.

Question 19

User-generated content (UGC) refers to

Accepted Answer

A)   content found on a "personal profile" page.
B)   content found only on blogs and wikis.
C)   content that is created with the intention of achieving commercial profit.
D)   content found on forms of online media that are privately owned and operated by a single user.
E)   the various forms of online media content that are publicly available and created by end users.

Question 20

Which of the following is the largest analytical platform that can respond to queries in facts,photos,and direct answers?

Accepted Answer

A)   Wikipedia
B)   Twitter
C)   Facebook
D)   Bing
E)   Google

Exam 16: Using Social Media and Mobile Marketing to Connect With Consumers

Brand managers find out what people are saying about their brand on Twitter by

Correct Answer
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B

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

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

Correct Answer
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A Facebook page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers except which?

Correct Answer
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A company paying a set amount to Facebook for every time a user clicks on its ad is using as a performance measure,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is using as a performance measure.

Correct Answer
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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
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Figure 16-5 -According to Figure 16-5,C is the performance measure referred to as

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

Correct Answer
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Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Correct Answer
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LinkedIn is

Correct Answer
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Brand managers can strategically use Twitter to do all of the following except which?

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

Correct Answer
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-According to Figure 16-4,the correct rank order of social network sites from most to least popular as measured by the number of visits is

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D

What is the challenge presented to brand managers by social media advertising?

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

Correct Answer
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Apps are small,downloadable software pro...
View Answer

Which of the following smartphone apps is made possible through mobile marketing?

Correct Answer
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What are the main ways brand managers can use Twitter?

In terms of performance measures for social networks,fans are

Correct Answer
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User-generated content (UGC) refers to

Correct Answer
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Which of the following is the largest analytical platform that can respond to queries in facts,photos,and direct answers?

Correct Answer
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Exam 16: Using Social Media and Mobile Marketing to Connect With Consumers

Brand managers find out what people are saying about their brand on Twitter by

Correct AnswerverifiedB

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

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

A Facebook page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers except which?

Correct AnswerverifiedShow Answer

A company paying a set amount to Facebook for every time a user clicks on its ad is using __________ as a performance measure,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is using __________ as a performance measure.

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

Figure 16-5 -According to Figure 16-5,C is the performance measure referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Correct AnswerverifiedShow Answer

LinkedIn is

Correct AnswerverifiedShow Answer

Brand managers can strategically use Twitter to do all of the following except which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

-According to Figure 16-4,the correct rank order of social network sites from most to least popular as measured by the number of visits is

Correct AnswerverifiedD

What is the challenge presented to brand managers by social media advertising?

Correct AnswerverifiedShow Answer

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

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

Which of the following smartphone apps is made possible through mobile marketing?

Correct AnswerverifiedShow Answer

What are the main ways brand managers can use Twitter?

In terms of performance measures for social networks,fans are

Correct AnswerverifiedShow Answer

User-generated content (UGC) refers to

Correct AnswerverifiedShow Answer

Which of the following is the largest analytical platform that can respond to queries in facts,photos,and direct answers?

Correct AnswerverifiedShow Answer

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A company paying a set amount to Facebook for every time a user clicks on its ad is using as a performance measure,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is using as a performance measure.

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Apps are small,downloadable software pro...
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