Question 1

Figure 20-1
-One dimension, ________, is used to classify social media and is shown above in Figure 20-1 on the x-axis, ranging from "words" to "animation."

Accepted Answer

A)   user-generated content
B)   technical skill
C)   self-disclosure
D)   media richness
E)   channelF) A) and D)
G) C) and D)

Question 2

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

Accepted Answer

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

Question 3

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of

Accepted Answer

A)   cost per thousand, and pay 50 cents for every time an ad loads, up to $100 per month.
B)   a negotiated measure, and pay $100 to post its ad for two weeks.
C)   cost per click, and pay $1 for every visitor who clicks on the ad and goes to its website.
D)   cost per action, and pay $50 for every purchase that originated from an ad on the site.
E)   cost per like, and pay $1 for every unique visitor who likes the advertised product.F) C) and E)
G) B) and C)

Question 4

Apps are

Accepted Answer

A)   computer-based networks that trigger actions by sensing changes in the real or digital world.
B)   software programs to measure the number of times an ad loads on a web page.
C)   small, downloadable software programs that can run on tablet devices or smartphones.
D)   a failed marketing gimmick to advertise the benefits of smartphones.
E)   programs that can be used to organize large groups of people to form events on social networking sites.F) C) and D)
G) A) and E)

Question 5

Compared with earlier forms of the Web, Web 2.0

Accepted Answer

A)   includes functionalities that permit people to collaborate and share information online.
B)   includes multiple technical updates and formalized rules.
C)   uses greater bandwidth to allow for faster media downloads from the Internet.
D)   incorporates new functionalities that are customized to each individual.
E)   uses a technical interface that is more user-friendly.F) A) and C)
G) C) and D)

Question 6

Figure 20-4
-According to Figure 20-4 above, Row B is the performance measure referred to as

Accepted Answer

A)   cost-per-click.
B)   cost-per-thousand.
C)   click-through-rate.
D)   cost-per-view.
E)   cost-per-action.F) B) and C)
G) All of the above

Question 7

The number of times a Facebook page is loaded in a given time period is referred to as

Accepted Answer

A)   page views.
B)   page rate.
C)   page load rate.
D)   load rate.
E)   view rate.F) A) and D)
G) C) and D)

Question 8

In classifying social media, self-disclosure is

Accepted Answer

A)   the degree to which a person's thoughts, feelings, likes, and dislikes are shared when engaged in a social interaction.
B)   the degree of acoustic, visual, and personal contact between two communication partners.
C)   an undesirable effect of social media in which too much personal information is given by users, resulting in identity theft.
D)   a growing trend in which telephone and e-mail communications contribute to one's online profile.
E)   behavior that leads to an unfavorable impression by other online users.F) B) and D)
G) A) and E)

Question 9

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Accepted Answer

From a brand manager's viewpoint, the 10...

Question 10

All of these are considered by brand managers as they determine their social media content except which?

Accepted Answer

A)   how the social media content will complement the overall integrated marketing communications effort in creating and sustaining customer engagement
B)   how to convince buyers to use traditional channels for purchasing even if they use social media for research
C)   how the social media content will best be conveyed in different social media
D)   the content's intended purpose, such as promotional, entertaining, or educational
E)   the characteristics of the one or more market segments a marketer wants to reachF) All of the above
G) None of the above

Question 11

As a performance measure for social networks, 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 connect with a post divided by the total number of people seeing the post.
E)   the number of people who visit the product website and click on at least one link.F) B) and D)
G) A) and C)

Question 12

Cost per thousand (CPM)  is a measure in which

Accepted Answer

A)   a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it.
B)   a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
C)   a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)   a fixed amount of money that is paid to a site for posting an ad for a finite amount of time.
E)   a fixed discount is given to a visitor for clicking on an ad.F) A) and E)
G) A) and D)

Question 13

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

Accepted Answer

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

Question 14

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.F) B) and C)
G) C) and D)

Question 15

A fan source is

Accepted Answer

A)   a pool of social media users with a propensity to interact with brands, including recommending them to friends.
B)   where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad.
C)   all Facebook fans in the target demographic for a particular brand.
D)   the number of fans who interact with a Facebook page.
E)   the number of fans who are evangelists for a brand.F) A) and B)
G) C) and D)

Question 16

All of these are among the seven types of social media content used by companies to create and sustain customer engagement except which?

Accepted Answer

A)   controversial content
B)   educational content
C)   connecting content
D)   newsworthy content
E)   entertaining contentF) D) and E)
G) C) and E)

Question 17

Web 2.0 and Web 3.0 consist of

Accepted Answer

A)   the functionalities of the Web that make possible the high degree of interactivity among users.
B)   technical updates of the World Wide Web from Web 1.0.
C)   the second and third generations of Internet browsers.
D)   the increased degree of anonymity among users that continues to be improved.
E)   the final published form of marketer-generated content in consumer and business markets, respectively.F) C) and E)
G) A) and B)

Question 18

Updates to social media known as ________ include additional functionalities that allow personalization and customization to each individual based on location, interests, and needs.

Accepted Answer

A)   net platforms
B)   Web 3.0
C)   digital dataworks
D)   user platforms
E)   peer-to-peer networkingF) All of the above
G) B) and E)

Question 19

Even very successful video game apps can reach the decline stage of the product life cycle quickly, so Clash of Clans and Candy Crush Saga video games have sought to ________ to address this challenge.

Accepted Answer

A)   make highly engaging games based on the Angry Birds approach
B)   use social media strategies
C)   build on a huge personal-rewards psychology for players
D)   quickly create new games
E)   create product extensionsF) B) and C)
G) B) and E)

Question 20

Figure 20-4
-According to Figure 20-4 above, Row C is the performance measure referred to as

Accepted Answer

A)   cost-per-click.
B)   cost-per-thousand.
C)   click-through-rate.
D)   conversion rate.
E)   cost-per-action.F) A) and B)
G) A) and C)

Exam 20: Personal Selling and Sales Management

As a performance measure for social networks, the interaction rate is

Correct AnswerverifiedShow Answer

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

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

Correct AnswerverifiedShow Answer

Cost per thousand (CPM) is a measure in which

Correct AnswerverifiedShow Answer

Apps are

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Compared with earlier forms of the Web, Web 2.0

Correct AnswerverifiedShow Answer

Figure 20-1 -One dimension, ________, is used to classify social media and is shown above in Figure 20-1 on the x-axis, ranging from "words" to "animation."

Correct AnswerverifiedShow Answer

Web 2.0 and Web 3.0 consist of

Correct AnswerverifiedShow Answer

All of these are among the seven types of social media content used by companies to create and sustain customer engagement except which?

Correct AnswerverifiedShow Answer

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Correct AnswerverifiedFrom a brand manager's viewpoint, the 10...View AnswerShow Answer

In classifying social media, self-disclosure is

Correct AnswerverifiedShow Answer

Figure 20-4 -According to Figure 20-4 above, Row C is the performance measure referred to as

Correct AnswerverifiedShow Answer

Updates to social media known as ________ include additional functionalities that allow personalization and customization to each individual based on location, interests, and needs.

Correct AnswerverifiedShow Answer

A fan source is

Correct AnswerverifiedShow Answer

The number of times a Facebook page is loaded in a given time period is referred to as

Correct AnswerverifiedShow Answer

All of these are considered by brand managers as they determine their social media content except which?

Correct AnswerverifiedShow Answer

Even very successful video game apps can reach the decline stage of the product life cycle quickly, so Clash of Clans and Candy Crush Saga video games have sought to ________ to address this challenge.

Correct AnswerverifiedShow Answer

Figure 20-4 -According to Figure 20-4 above, Row B is the performance measure referred to as

Correct AnswerverifiedShow Answer

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

Correct AnswerverifiedShow Answer

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of

Correct AnswerverifiedShow Answer

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From a brand manager's viewpoint, the 10...
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