Question 1

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 that use avatars to promote 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)   programs that provide measures of an ad's success on social networking sites.F) B) and E)
G) B) and C)

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) B) and C)
G) C) and D)

Question 3

Pinterest is

Accepted Answer

A)   a video-sharing website in which users can upload, view, and comment on videos.
B)   a virtual pinboard and content-sharing social network, allows people to "pin" or share images of their favorite things, such as clothing, craft ideas, home décor, and recipes.
C)   a website where users create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them.
D)   a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
E)   a website that enables users to send and receive messages up to 140 characters long.F) C) and E)
G) A) and C)

Question 4

Figure 17-4
-According to Figure 17-4 above, B is the performance measure referred to as

Accepted Answer

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

Question 5

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

Accepted Answer

A)   join groups of industry professionals to demonstrate the organization's capabilities in particular areas.
B)   monitor profiles for negative mentions of the brand.
C)   create a profile for the brand with a fictional "typical" brand user.
D)   try to accumulate online "followers" for the business.
E)   request to be linked with potentially lucrative customers.F) D) and E)
G) A) and B)

Question 6

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) A) and E)
G) A) and C)

Question 7

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 which?

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 on the left side of the Facebook PageF) A) and C)
G) A) and B)

Question 8

Snapchat recently released a link to an augmented reality image of Michael Jordan, which showed the basketball player wearing the newest model of sneakers. Users could then "walk around" Jordan, view the product, and tap into the Snap Store to make a purchase. This is an example of

Accepted Answer

A)   social commerce technologies.
B)   a database.
C)   an algorithm.
D)   webrooming.
E)   customerization.F) A) and B)
G) B) and E)

Question 9

Cost per action refers to

Accepted Answer

A)   a fixed amount of money paid to the site for every time a visitor clicks on the ad.
B)   a fixed amount of money paid to the site for placement of the ad.
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 percentage the site gets paid for placing the ad.
E)   a fixed discount given to a visitor for clicking on the ad.F) C) and E)
G) A) and B)

Question 10

Social networks are

Accepted Answer

A)   dating websites such as eHarmony.
B)   Internet browsers like Safari or Firefox.
C)   specific social media such as Facebook, Twitter, and LinkedIn.
D)   the replacement for email to send private digital messages.
E)   social media websites that are the high in self-disclosure but low in media richness.F) A) and C)
G) A) and D)

Question 11

An active consumer who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand is referred to as

Accepted Answer

A)   an expert.
B)   a follower.
C)   an end receiver.
D)   a traditional consumer.
E)   an evangelist.F) A) and D)
G) A) and C)

Question 12

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?

Accepted Answer

A)   Make-A-Wish Foundation
B)   Facebook
C)   Nestlé
D)   Pepsi MAX
E)   CarmexF) B) and D)
G) A) and D)

Question 13

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response, provide an example of what the payment terms would be for an advertiser. Also, identify the advantages and disadvantages of each metric.

Accepted Answer

Performance measures for the inputs or c...

Question 14

In terms of performance measures important to marketing managers, unique visitors are

Accepted Answer

A)   the total number of pages fans visit on any of a brand's social media sites in a given time period.
B)   the total number of Facebook page views in one day.
C)   the total number of product website views on YouTube.
D)   visitors who post unique comments on a product's Facebook page.
E)   the total number of different visitors to a Facebook page in a given time period.F) B) and D)
G) D) and E)

Question 15

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

Accepted Answer

The convergence of real and digital worl...

Question 16

All of the following 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) C) and D)
G) A) and D) B

Question 17

In a recent survey of small-business owners, 41 percent see ________ 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)   LinkedInF) B) and D)
G) B) and E) E

Question 18

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) D) and E)
G) A) and C)

Question 19

Twitter 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 280 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)   a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.F) C) and E)
G) B) and E)

Question 20

In terms of performance measures for social networks, fans are

Accepted Answer

A)   the total number of unique visitors to a Facebook page in a given time period.
B)   the number of people who have opted in to a brand's messages through a social media platform at a given time.
C)   the percentage of people who have clicked on a link on the page to visit a specific site.
D)   the number of people who interact with a post ("like," make a comment, and so on)  divided by the total number of people seeing the post.
E)   the brand's share or percentage of all the online social media chatter related to its product category or a topic.F) A) and E)
G) C) and D)

Exam 17: Using Social Media and Mobile Marketing to Connect With Consumers

Smart systems are

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

Pinterest is

Correct AnswerverifiedShow Answer

Figure 17-4 -According to Figure 17-4 above, B is the performance measure referred to as

Correct AnswerverifiedA

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

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

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 which?

Correct AnswerverifiedShow Answer

Snapchat recently released a link to an augmented reality image of Michael Jordan, which showed the basketball player wearing the newest model of sneakers. Users could then "walk around" Jordan, view the product, and tap into the Snap Store to make a purchase. This is an example of

Correct AnswerverifiedShow Answer

Cost per action refers to

Correct AnswerverifiedShow Answer

Social networks are

Correct AnswerverifiedShow Answer

An active consumer who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand is referred to as

Correct AnswerverifiedShow Answer

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?

Correct AnswerverifiedShow Answer

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response, provide an example of what the payment terms would be for an advertiser. Also, identify the advantages and disadvantages of each metric.

Correct AnswerverifiedPerformance measures for the inputs or c...View AnswerShow Answer

In terms of performance measures important to marketing managers, unique visitors are

Correct AnswerverifiedShow Answer

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

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

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

Correct AnswerverifiedB

In a recent survey of small-business owners, 41 percent see ________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the textbook.

Correct AnswerverifiedE

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

Correct AnswerverifiedShow Answer

Twitter is

Correct AnswerverifiedShow Answer

In terms of performance measures for social networks, fans are

Correct AnswerverifiedShow Answer

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