Question 1

What are the main ways brand managers can use Twitter?

Accepted Answer

The answer of What are the main ways brand managers...

Question 2

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

Accepted Answer

A)  create a profile for their brand.
B)  use profiles of company employees for business-to-business image building.
C)  monitor profiles for negative mentions of their brand.
D)  try to accumulate online "followers" for the business.E) A) and B)
F) A) and C)

Question 3

The social media website open to anyone age 13 and over, where users keep family and friends up to date on what they are thinking, doing, and feeling; chat with friends; and create and join common-interest groups organized by workplace, high school, college, and Pages is

Accepted Answer

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

Question 4

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

Accepted Answer

A)  new slang terms to create more effective advertisements.
B)  recruiting prospective employees.
C)  customer complaints and suggestions.
D)  technological advancements that can be used to promote their brands.E) B) and C)
F) A) and D)

Question 5

The future of mobile marketing will focus on the ability to interact with

Accepted Answer

A)  retail Wi-Fi and loyalty cards.
B)  a world of connected wearables.
C)  a world of connected devices.
D)  social media apps.E) None of the above
F) A) and C)

Question 6

Social networks can be classified based on both ________ and _.

Accepted Answer

A)  web browsers; apps
B)  textual; visual
C)  media richness; self-disclosure
D)  user-generated content (UG
C)  ; organization-sponsored content (OS
C)  E) A) and C)
F) A) and B)

Question 7

A blog is a:

Accepted Answer

A)  website where users create a personal profile, add "friends," and exchange messages and photos with them.
B)  business-oriented website that lets users create profiles for professional networking.
C)  unique type of Internet browser where search results are personalized for each user.
D)  web page that serves as a publicly accessible personal journal and online forum for an individual or organization.E) All of the above
F) A) and C)

Question 8

As a performance measure, share of voice is

Accepted Answer

A)  the number of comments users are making on a product or a brand.
B)  the brand's share or percentage of all the online social media chatter related to a product category or topic.
C)  the number of users tweeting about a brand or product.
D)  the percentage of comments users are making on the unique videos posted about a product or brand.E) None of the above
F) B) and D)

Question 9

Marketers can use one of two strategies: the first strategy uses Groupon and Living Social Deals, and the second strategy uses ads in newspapers, magazines, and on TV. The difference between these two types of marketing strategies is that the first one Targets consumers who are _______and the second one targets consumers who are ________.

Accepted Answer

A)  "passive receivers"; "active receivers"
B)  "active receivers"; "passive receivers"
C)  an older demographic; a younger demographic
D)  wealthy; disadvantagedE) B) and C)
F) A) and D)

Question 10

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

Accepted Answer

A)  intelligence technologies.
B)  convergence systems.
C)  global marketing platforms.
D)  smart systems.E) A) and B)
F) A) and C)

Question 11

The social network primarily used for professional networking and job searching is

Accepted Answer

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

Question 12

The three guidelines on marketing and promoting a brand using YouTube include: (1) create a branded channel rich in keywords to improve the odds of the video showing up in user searches; (2) target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and What keywords are driving user visits; and (3) ______.

Accepted Answer

A)  exploit visual aspects of your message 
B)  include humorous content to attract as many viewers as possible
C)  tie the product to a current political or news event
D)  use an expert to inform the audience about product features and benefitsE) B) and C)
F) A) and B)

Question 13

Social media advertising is helpful to brand managers because consumers are ________.

Accepted Answer

A)  end users who buy products online
B)  active receivers who send UGC to both friends and advertisers
C)  traditional consumers who buy products in retail stores
D)  end receivers who buy products onlineE) A) and B)
F) All of the above

Question 14

The interaction rate is

Accepted Answer

A)  the number of people who interact with a Post divided by the total number of people seeing the Post.
B)  the number of people who "like" a Post.
C)  the total number of people who are fans of the Post divided by the total number of people in the target demographic.
D)  the number of people who read a Post on a Page divided by the total number of people seeing the Post.E) B) and D)
F) A) and C)

Question 15

Brand managers can use Twitter strategically to accomplish all of the following, except:

Accepted Answer

A)  ignore user criticisms to develop happier customers.
B)  tweet on topics that provide information of value to their customers.
C)  follow Twitter profiles that mention their products.
D)  generate brand buzz by developing an official Twitter profile.E) A) and D)
F) A) and C)

Question 16

What is the main difference between advertising in traditional print media and advertising on Facebook?

Accepted Answer

A)  Brand managers compose the title, the copy, and the images or photos of the ad.
B)  Brand managers do not select the placement of where the ads are seen on Facebook.
C)  Brand managers do not keep an expense budget for Facebook ads.
D)  Demographics are not taken into account when placing ads on Facebook.E) All of the above
F) A) and C)

Question 17

Describe the communications process of both traditional media and social media.

Accepted Answer

The answer of Describe the communications process of both traditional...

Question 18

All of the following are the four more widely social media networks discussed in the text EXCEPT:

Accepted Answer

A)  YouTube.
B)  Twitter.
C)  Groupon.
D)  Facebook.E) None of the above
F) B) and C)

Question 19

Facebook is

Accepted Answer

A)  a video-sharing website in which users can upload, distribute, view, and comment on videos.
B)  a website that enables users to send and receive "tweets," 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 website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.E) All of the above
F) A) and B)

Question 20

Online content that shows a significant degree of creative effort and thus, is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of

Accepted Answer

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

Exam 20: Using Social Media and Mobile Marketing to Connect With Consumers

Online content that shows a significant degree of creative effort and thus, is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of

Correct Answer
verified

As a performance measure, share of voice is

Correct Answer
verified

Correct Answer
verified

All of the following are the four more widely social media networks discussed in the text EXCEPT:

Correct Answer
verified

The social media website open to anyone age 13 and over, where users keep family and friends up to date on what they are thinking, doing, and feeling; chat with friends; and create and join common-interest groups organized by workplace, high school, college, and Pages is

Correct Answer
verified

Social media advertising is helpful to brand managers because consumers are ________.

Correct Answer
verified

Correct Answer
verified

Describe the communications process of both traditional media and social media.

Correct Answer
verified

What are the main ways brand managers can use Twitter?

Correct Answer
verified

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

Correct Answer
verified

What is the main difference between advertising in traditional print media and advertising on Facebook?

Correct Answer
verified

The social network primarily used for professional networking and job searching is

Correct Answer
verified

The interaction rate is

Correct Answer
verified

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

Correct Answer
verified

Brand managers can use Twitter strategically to accomplish all of the following, except:

Correct Answer
verified

Facebook is

Correct Answer
verified

A blog is a:

Correct Answer
verified

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

Correct Answer
verified

Social networks can be classified based on both ________ and _.

Correct Answer
verified

The future of mobile marketing will focus on the ability to interact with

Correct Answer
verified

Exam 20: Using Social Media and Mobile Marketing to Connect With Consumers

Online content that shows a significant degree of creative effort and thus, is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of

Correct AnswerverifiedShow Answer

As a performance measure, share of voice is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are the four more widely social media networks discussed in the text EXCEPT:

Correct AnswerverifiedShow Answer

The social media website open to anyone age 13 and over, where users keep family and friends up to date on what they are thinking, doing, and feeling; chat with friends; and create and join common-interest groups organized by workplace, high school, college, and Pages is

Correct AnswerverifiedShow Answer

Social media advertising is helpful to brand managers because consumers are ________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Describe the communications process of both traditional media and social media.

Correct AnswerverifiedShow Answer

What are the main ways brand managers can use Twitter?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is the main difference between advertising in traditional print media and advertising on Facebook?

Correct AnswerverifiedShow Answer

The social network primarily used for professional networking and job searching is

Correct AnswerverifiedShow Answer

The interaction rate is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Brand managers can use Twitter strategically to accomplish all of the following, except:

Correct AnswerverifiedShow Answer

Facebook is

Correct AnswerverifiedShow Answer

A blog is a:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Social networks can be classified based on both ________ and _.

Correct AnswerverifiedShow Answer

The future of mobile marketing will focus on the ability to interact with

Correct AnswerverifiedShow Answer

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