Question 1

Performance measures for social media are divided into these two types: __________ and __________.

Accepted Answer

A)   number of photos uploaded; number of characters types (comments, tweets, etc.) 
B)   purchases made online; purchases made in a store as a result of a link from a social media website
C)   traditional media costs; social media costs
D)   number of views of a YouTube video; a viral video on Vimeo
E)   those linked to inputs or costs; those tied to the outputs or revenuesF) B) and D)
G) A) and B)

Question 2

website that enables users to send and receive messages up to 140 characters long is

Accepted Answer

A)   LinkedIn.
B)   YouTube.
C)   Twitter.
D)   Facebook.
E)   Friendster.F) A) and C)
G) All of the above

Question 3

classifying social media,media richness is __________,whereas self-disclosure is __________.

Accepted Answer

A)   the degree to which a person's thoughts, feelings, likes, and dislikes are made public; the degree of acoustic, visual, and personal contact between two communication partners.
B)   the degree of acoustic, visual, and personal contact between two communication partners; the degree to which a person's thoughts, feelings, likes, and dislikes are made public.
C)   the quality of the graphics and video on a website; the online conduct that leads to an unfavorable impression.
D)   a visual measure; an emotional measure.
E)   the extent to which a user personalizes his or her profile page; adding contact information (telephone, address, and e-mail)  on one's Facebook page.F) All of the above
G) A) and D)

Question 4

is the role of a brand manager in advertising on Facebook?

Accepted Answer

A brand manager composes the title,copy,...

Question 5

social network that is used solely for sharing videos is

Accepted Answer

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

Question 6

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

Accepted Answer

A)   "followers"
B)   "colleagues"
C)   "contacts"
D)   "connections"
E)   "friends"F) A) and B)
G) B) and D)

Question 7

the following statements about user generated content (UGC) are true EXCEPT:

Accepted Answer

A)   UGC is published on a publicly accessible website and created by end users.
B)   UGC is reposting an article found in a newspaper or magazine without editing.
C)   UGC is consumer-generated by an individual outside of a professional organization.
D)   UGC shows a significant degree of creative effort.
E)   UGC is not simply e-mail, but is published on a publicly accessible website.F) A) and C)
G) B) and C)

Question 8

Which of the following statements is true about Facebook?

Accepted Answer

A)   Facebook is second to Twitter in the number of registered users.
B)   Facebook has remained a "closed system," which means outside search engines such as Google or Bing cannot catalog information about a particular brand or topic.
C)   Facebook is the social media website where users upload more videos to its site than any other site.
D)   Facebook's official smartphone app uses location-based technology so users can "check-in" to local businesses to receive targeted promotional offers.
E)   Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.F) All of the above
G) C) and D)

Question 9

the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site

Accepted Answer

A)   decreases.
B)   is not affected.
C)   increases.
D)   can be manipulated.
E)   is undermined.F) None of the above
G) B) and E)

Question 10

2.0 is a term that describes

Accepted Answer

A)   the increased functionality of the World Wide Web that increased the interactivity among users.
B)   a technical update of the World Wide Web.
C)   the first Internet browser.
D)   the decreased degree of interactivity among users.
E)   the final published form of web content.F) B) and E)
G) D) and E)

Question 11

various forms of online media content that are publicly available and created by end users are referred to as

Accepted Answer

A)   user-generated content (UG
C)  .
B)   wikis.
C)   net platforms.
D)   Facebook pages.
E)   mass media.F) D) and E)
G) A) and D)

Question 12

Blogs and wikis differ in that a blog is a diary that shows a __________,while a wiki shows the end result as a __________.

Accepted Answer

A)   complete thought process; fragmented group of ideas
B)   sequential journey; single entry
C)   single entry; sequential journey
D)   personal side of the user; formal presentation
E)   long narrative; block of textF) A) and B)
G) C) and D)

Question 13

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)   visitors; unique visitorsF) A) and E)
G) None of the above

Question 14

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Accepted Answer

A)   power tools.
B)   financial services.
C)   cars.
D)   men's cologne.
E)   blenders.F) A) and B)
G) A) and C)

Question 15

social network primarily used for professional networking and job searching is

Accepted Answer

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

Question 16

Figure 19-1
-According to Figure 19-1 above,which information source showed the biggest increase in college student preference from 2000 to 2009?

Accepted Answer

A)   free samples in a store
B)   advertising on the Internet
C)   information on the Internet
D)   advertising on television
E)   word of mouthF) C) and E)
G) A) and D)

Question 17

Figure 19-1
-According to Figure 19-1 above,the information source most used in 2000 was

Accepted Answer

A)   advertising on television.
B)   information on the Internet.
C)   advertising in magazines.
D)   advertising on the Internet.
E)   word of mouth.F) C) and E)
G) None of the above

Question 18

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

Accepted Answer

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

Question 19

classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as __________,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as __________.

Accepted Answer

A)   self-disclosure; media richness.
B)   emotional value; social degree.
C)   media richness; self-disclosure.
D)   social degree; emotional value.
E)   media richness; user-generated content.F) C) and D)
G) B) and C)

Question 20

issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

Accepted Answer

A)   the palm oil Nestlé was using in the candy bar was nonsustainable.
B)   Greenpeace praised Nestlé Corporation's sense of social responsibility and commitment to global sustainability.
C)   Greenpeace decided to use Twitter to start a conversation among environmentalists urging them to buy Nestlé's Kit Kat candy bars.
D)   the palm oil Nestlé was using in the candy bar contained synthetic preservatives.
E)   the palm oil Nestlé was using in the candy bar was sustainable.F) B) and D)
G) C) and D)

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

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

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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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social network that is used solely for sharing videos is

Correct AnswerverifiedShow Answer

issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

Correct AnswerverifiedShow Answer

social network primarily used for professional networking and job searching is

Correct AnswerverifiedShow Answer

website that enables users to send and receive messages up to 140 characters long is

Correct AnswerverifiedShow Answer

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Correct AnswerverifiedShow Answer

2.0 is a term that describes

Correct AnswerverifiedShow Answer

Figure 19-1 -According to Figure 19-1 above,which information source showed the biggest increase in college student preference from 2000 to 2009?

Correct AnswerverifiedShow Answer

Blogs and wikis differ in that a blog is a diary that shows a __________,while a wiki shows the end result as a __________.

Correct AnswerverifiedShow Answer

various forms of online media content that are publicly available and created by end users are referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site

Correct AnswerverifiedShow Answer

Performance measures for social media are divided into these two types: __________ and __________.

Correct AnswerverifiedShow Answer

the following statements about user generated content (UGC) are true EXCEPT:

Correct AnswerverifiedShow Answer

Figure 19-1 -According to Figure 19-1 above,the information source most used in 2000 was

Correct AnswerverifiedShow Answer

Which of the following statements is true about Facebook?

Correct AnswerverifiedShow Answer

classifying social media,media richness is __________,whereas self-disclosure is __________.

Correct AnswerverifiedShow Answer

classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as __________,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as __________.

Correct AnswerverifiedShow Answer

is the role of a brand manager in advertising on Facebook?

Correct AnswerverifiedA brand manager composes the title,copy,...View AnswerShow 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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Blogs and wikis differ in that a blog is a diary that shows a ,while a wiki shows the end result as a .

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Performance measures for social media are divided into these two types: and .

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classifying social media,media richness is ,whereas self-disclosure is .

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classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as ,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as .

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A brand manager composes the title,copy,...
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