Question 1

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take in the convergence of the real and digital worlds?

Accepted Answer

The convergence of real and digital worl...

Question 2

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)  LinkedIn

Question 3

Based on the social media identified in Figure 19-1 above,a site that has elaborate visuals,graphics,and animation but where the users disclose very little personal information about themselves or their feelings would MOST LIKELY be located in which cell of the chart?

Accepted Answer

A)  upper left
B)  upper right
C)  lower center
D)  lower right
E)  lower left D

Question 4

According to Figure 19-4 above,Facebook had about __________ users as of mid-2013.

Accepted Answer

A)  139 million
B)  175 million
C)  500 million
D)  1 billion
E)  1.15 billion

Question 5

What is one way in which the Internet has changed and brought about by "Web 2.0?"

Accepted Answer

A)  Web 2.0 is the most-used Internet browser,launched in 2004.
B)  The ability to access the Internet from smartphones brought on a cultural revolution in how users view and use the Internet.
C)  Faster routers allowed for quicker,more efficient Internet service.
D)  Internet content can now be continuously modified by all users in a participatory fashion.
E)  The technical interface of the Internet has drastically changed since 2004.

Question 6

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Accepted Answer

A)  cost per click.
B)  cost per thousand.
C)  fixed fee rate.
D)  cost per view.
E)  cost per action.

Question 7

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 web site.
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.

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)  Friendster.

Question 9

Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products.These consumers are therefore referred to as __________.

Accepted Answer

A)  one-way consumers
B)  passive receivers
C)  active-receivers
D)  traditional consumers
E)  traditional receivers B

Question 10

In Figure 10-2 above,all of the flowing are TRUE about the user characteristics for the four major social networks (Facebook,Twitter,LinkedIn,and YouTube) shown EXCEPT:

Accepted Answer

A)  users consist of females more than males except for LinkedIn users.
B)  all but YouTube users have attended at least some college.
C)  most users are over 25 years of age.
D)  LinkedIn has the least percentage of users who have attended at least some college.
E)  YouTube users have the greatest balance of users in terms of gender,college,and age.

Question 11

The marketing challenge for the brand manager using a Facebook Page is to post and create content that will generate the best response.This goal can be accomplished by all of the following EXCEPT:

Accepted Answer

A)  updating content regularly to keep it fresh.
B)  using familiar imagery and messaging,but adding a twist.
C)  learning users' passions.
D)  letting users guide content.
E)  posting Instagram videos (ads,b-roll) on the left side of the Facebook Page.

Question 12

What are social media?

Accepted Answer

Social media are online media where acti...

Question 13

Which of the following is the BEST marketing strategy for promoting Betty Crocker products using social media?

Accepted Answer

A)  create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products
B)  monitor e-mails for customer complaints and respond promptly with a 50% discount coupon
C)  hold a cooking contest to generate new recipes using Betty Crocker products
D)  produce commercials incorporating images of Betty Crocker cooking with the late Julia Child
E)  produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook

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)  likers. A

Question 15

Based on the social media identified in Figure 19-1 above,the social media site rated HIGHEST in self-disclosure is

Accepted Answer

A)  Facebook.
B)  LiveJournal.
C)  Wikipedia.
D)  WordPress.
E)  Farmville.

Question 16

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Accepted Answer

A)  fixed fee rate.
B)  cost per thousand.
C)  cost per action.
D)  cost per click.
E)  fixed cost.

Question 17

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.

Question 18

If you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement Twitter?

Accepted Answer

A)  Monitor other Twitter accounts for negative mentions of your brand.
B)  Aggressively defend your brand on your Twitter account.
C)  Create an account and generate followers by posting photos of the new product.
D)  Create an account and tweet about it the day before releasing the product.
E)  Be interesting and unexpected through posting on current events such as an upcoming political election.

Question 19

StuffDOT is a

Accepted Answer

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

Question 20

What is the key marketing objective for advertising on social networking sites?

Accepted Answer

A)  Developing cost-effective ads with a CPM of less than 50¢ for every 1,000 hits.
B)  Creating ads that have an immediate impact on sales.
C)  Trying to gain viewers' attention for a few extra seconds with entertaining video.
D)  Using the cost per click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website.
E)  Creating ads that appeal to all demographic groups-regardless of age,gender,ethnicity,education,or income-to maximize cost efficiency.

Exam 19: Using Social Media to Connect With Consumers

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take in the convergence of the real and digital worlds?

Correct AnswerverifiedThe convergence of real and digital worl...View AnswerShow 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

Based on the social media identified in Figure 19-1 above,a site that has elaborate visuals,graphics,and animation but where the users disclose very little personal information about themselves or their feelings would MOST LIKELY be located in which cell of the chart?

Correct AnswerverifiedD

According to Figure 19-4 above,Facebook had about __________ users as of mid-2013.

Correct AnswerverifiedShow Answer

What is one way in which the Internet has changed and brought about by "Web 2.0?"

Correct AnswerverifiedShow Answer

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products.These consumers are therefore referred to as __________.

Correct AnswerverifiedB

In Figure 10-2 above,all of the flowing are TRUE about the user characteristics for the four major social networks (Facebook,Twitter,LinkedIn,and YouTube) shown EXCEPT:

Correct AnswerverifiedShow Answer

The marketing challenge for the brand manager using a Facebook Page is to post and create content that will generate the best response.This goal can be accomplished by all of the following EXCEPT:

Correct AnswerverifiedShow Answer

What are social media?

Correct AnswerverifiedSocial media are online media where acti...View AnswerShow Answer

Which of the following is the BEST marketing strategy for promoting Betty Crocker products using social media?

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 AnswerverifiedA

Based on the social media identified in Figure 19-1 above,the social media site rated HIGHEST in self-disclosure is

Correct AnswerverifiedShow Answer

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

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

If you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement Twitter?

Correct AnswerverifiedShow Answer

StuffDOT is a

Correct AnswerverifiedShow Answer

What is the key marketing objective for advertising on social networking sites?

Correct AnswerverifiedShow Answer

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Social media are online media where acti...
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