Question 1

A fan source is

Accepted Answer

A)  where a social network following comes from-with every source being of equal value.
B)  where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad.
C)  the source of all Facebook fans in the target demographic for a particular brand.
D)  the number of fans who interact with a Facebook Page.E) B) and C)
F) None of the above

Question 2

A popular social network used by college students to find and share the best content on the Web is

Accepted Answer

A)  Tumblr.
B)  Flickr.
C)  Vimeo.
D)  StumbleUpon.E) A) and B)
F) B) and C)

Question 3

YouTube 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) All of the above
F) None of the above

Question 4

Figure: 20-1 
-Based on the social media identified in Figure 20-1,Wikipedia has a(n) __________ degree of self-disclosure.

Accepted Answer

A)  high
B)  medium
C)  low
D)  averageE) A) and C)
F) B) and C)

Question 5

If a brand manager for Honda creates an offbeat and funny video featuring its latest model,the best social networking site to publish the video for marketing purposes would be __________.

Accepted Answer

A)  Facebook
B)  LinkedIn
C)  Twitter
D)  YouTubeE) A) and B)
F) A) and C)

Question 6

All of the following are differences between social and traditional media EXCEPT:

Accepted Answer

A)  the number of people and skills required to produce and train personnel to produce the media.
B)  the permanence of the media.
C)  the credibility of the media.
D)  the ability to reach a mass or specialized market segment.E) A) and C)
F) All of the above

Question 7

According to the statistics covered in the text,approximately _________ of Canadians are on Twitter

Accepted Answer

A)  1/10
B)  1/5
C)  1/4
D)  1/3E) B) and C)
F) A) and C)

Question 8

What did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

Accepted Answer

A)  Toyota sponsored an expansion pack of the game.
B)  Toyota purchased the personal information of users from the game company to send e-mails.
C)  Toyota used mechanics and pictures in a commercial.
D)  Toyota paid to have likenesses of their vehicles appear in the game as product placement.E) A) and B)
F) A) and C)

Question 9

Using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing (1) the number of daily visitors to the website,(2) __________,and (3) the focus of the website.

Accepted Answer

A)  the availability of social network to run apps
B)  the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics
C)  the characteristics of these visitors
D)  the ability of the social network to pull controversial contentE) A) and B)
F) C) and D)

Question 10

When Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________ as visuals,graphics,and animation were the major draw for World of Warcraft users.

Accepted Answer

A)  media richness
B)  self-disclosure
C)  character development
D)  product placementE) All of the above
F) A) and B)

Question 11

Smart systems are

Accepted Answer

A)  computer-based networks that trigger actions by sensing changes in the real or digital world.
B)  highly organized social media campaigns to protest a brand.
C)  social networking sites that allow for people to keep in touch with photos, videos, and short-text entries.
D)  financially successful social networking sites.E) C) and D)
F) B) and D)

Question 12

Negotiated (cost) is a measure in which

Accepted Answer

A)  a fixed amount of money paid to the site for every visitor who clicks on this ad and goes from the website to the advertiser's site.
B)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
C)  a fixed amount paid to a site for posting an ad for a finite amount of time.
D)  a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month.E) None of the above
F) All of the above

Question 13

A favourable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ the influence on those reached.

Accepted Answer

A)  decrease
B)  not affect
C)  undermine
D)  increaseE) All of the above
F) A) and C)

Question 14

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use is to

Accepted Answer

A)  create ads that will appear in a specified, strategic position on every page when users log into their profiles.
B)  create and send an e-mail message to every registered Facebook user.
C)  create video ads with a funny, engaging, character spokesperson for the brand that will capture users' attention and "go viral."
D)  create ads that incorporate controversial topics like religion and politics to get Facebook users to "like" their Page.E) B) and C)
F) None of the above

Question 15

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

Accepted Answer

A)  Monitor other Twitter accounts for negative mentions of your brand.
B)  Defend your brand aggressively on your Twitter account for happier customers.
C)  Create an account and generate followers through posting photos of the new product.
D)  Create an account and tweet several times a day for a few weeks before releasing the product.E) B) and C)
F) B) and D)

Question 16

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 percentage of comments users are making on the unique videos posted about a product or brand.
C)  the brand's share or percentage of all the online social media chatter related to a product category or topic.
D)  the number of users tweeting about a brand or product.E) B) and C)
F) A) and D)

Question 17

All of the following statements about YouTube are true EXCEPT:

Accepted Answer

A)  registered users can upload an unlimited number of videos.
B)  every minute, one hundred hours of video is uploaded to the site.
C)  seventy percent of the video traffic comes from outside the U.S.
D)  most of the content is cat videos.E) B) and D)
F) B) and C)

Question 18

Social media are

Accepted Answer

A)  online games.
B)  online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics.
C)  any type of medium in which large groups of people read content generated by a business, government, or corporation.
D)  only media that allow face-to-face communication.E) None of the above
F) A) and B)

Question 19

What is the primary purpose of LinkedIn?

Accepted Answer

A)  LinkedIn keeps track of business trends and news updates.
B)  LinkedIn is a platform for professional networking and job searching.
C)  LinkedIn provides a forum for discussion about the difficulties and stresses of the job market.
D)  LinkedIn provides a forum to create a conversation between large companies and their employees.E) B) and D)
F) A) and D)

Question 20

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 interact with a Post divided by the total number of people seeing the Post.E) B) and C)
F) None of the above

Exam 20: Using Social Media to Connect With Consumers

A fan source is

Correct AnswerverifiedShow Answer

What did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

Correct AnswerverifiedShow Answer

Figure: 20-1 -Based on the social media identified in Figure 20-1,Wikipedia has a(n) __________ degree of self-disclosure.

Correct AnswerverifiedShow Answer

All of the following are differences between social and traditional media EXCEPT:

Correct AnswerverifiedShow Answer

Smart systems are

Correct AnswerverifiedShow Answer

A popular social network used by college students to find and share the best content on the Web is

Correct AnswerverifiedShow Answer

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

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The interaction rate is

Correct AnswerverifiedShow Answer

All of the following statements about YouTube are true EXCEPT:

Correct AnswerverifiedShow Answer

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use is to

Correct AnswerverifiedShow Answer

When Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________ as visuals,graphics,and animation were the major draw for World of Warcraft users.

Correct AnswerverifiedShow Answer

According to the statistics covered in the text,approximately _________ of Canadians are on Twitter

Correct AnswerverifiedShow Answer

What is the primary purpose of LinkedIn?

Correct AnswerverifiedShow Answer

A favourable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ the influence on those reached.

Correct AnswerverifiedShow Answer

If a brand manager for Honda creates an offbeat and funny video featuring its latest model,the best social networking site to publish the video for marketing purposes would be __________.

Correct AnswerverifiedShow Answer

YouTube is

Correct AnswerverifiedShow Answer

As a performance measure,share of voice is

Correct AnswerverifiedShow Answer

Negotiated (cost) is a measure in which

Correct AnswerverifiedShow Answer

Social media are

Correct AnswerverifiedShow Answer

Using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing (1) the number of daily visitors to the website,(2) __________,and (3) the focus of the website.

Correct AnswerverifiedShow Answer

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