Question 1

What is another term that is sometimes used interchangeably with social media?

Accepted Answer

A)  net platforms
B)  Web 3.0
C)  user-generated content
D)  user platforms
E)  peer-to-peer networkingF) C) and E)
G) A) and C)

Question 2

What is the role of a brand manager in advertising on social media like Facebook?

Accepted Answer

Facebook pages allow a brand manager to ...

Question 3

What is the key marketing objective for advertising on social networking sites?

Accepted Answer

A)  Develop cost-effective ads with a CPM of less than 50 cents for every 1,000 hits.
B)  Create ads that have an immediate impact on sales.
C)  Try to gain viewers' attention for a few extra seconds.
D)  Use the cost-per-click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website.
E)  Create ads that appeal to all demographic groups-regardless of age, gender, ethnicity, education, or income-to maximize cost efficiency.F) A) and B)
G) A) and C)

Question 4

A blog is __________, whereas a wiki is __________.

Accepted Answer

A)  a log of an individual's Internet activity; Internet activity updated by the user
B)  a website for companies to gather customer insights; an academic tool to post grades and projects
C)  a website whose online content is created and edited by the ongoing collaboration of end users; a publicly accessible personal journal and online forum for an individual or organization
D)  a publicly accessible personal journal and online forum for an individual or organization; a website whose online content is created and edited by the ongoing collaboration of end users
E)  an advertising forum; an artistic forumF) A) and B)
G) C) and D)

Question 5

What are social media?

Accepted Answer

Social media represent a unique blending...

Question 6

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)  Boys and Girls Clubs of America
B)  Facebook
C)  Nestlé
D)  Pepsi MAX
E)  CarmexF) C) and E)
G) A) and E)

Question 7

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

Accepted Answer

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

Question 8

To create a successful advertising campaign on Facebook, a good strategy is for a brand manager to use it 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 such as religion and politics to get Facebook users to "like" their page.
E)  create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.F) C) and D)
G) A) and E)

Question 9

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 10

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) None of the above
G) B) and E)

Question 11

Companies such as Hewlett-Packard and Frito-Lay routinely monitor _____ to gain insights into customer complaints and suggestions.

Accepted Answer

A)  blogs
B)  wikis
C)  single entry e-diaries
D)  avatars
E)  email trafficF) A) and B)
G) A) and E)

Question 12

Another term sometimes used interchangeably with social media is

Accepted Answer

A)  net platforms.
B)  Web 3.0.
C)  user platforms.
D)  Web 2.0.
E)  peer-to-peer networking.F) A) and E)
G) A) and C)

Question 13

Web 2.0 is a term that describes

Accepted Answer

A)  the functionalities of the World Wide Web that made possible the high degree of interactivity among users.
B)  a technical update of the World Wide Web from Web 1.0.
C)  the first Internet browser.
D)  the decreased degree of interactivity among users.
E)  the final published form of marketer-generated content.F) A) and B)
G) None of the above

Question 14

A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as

Accepted Answer

A)  a social network.
B)  a gaming website.
C)  an electronic media.
D)  a social media.
E)  a feedback media.F) A) and E)
G) A) and D)

Question 15

StuffDOT is a

Accepted Answer

A)  wiki.
B)  virtual game world.
C)  virtual social world.
D)  blog.
E)  social network.F) B) and D)
G) All of the above

Question 16

A blog is a

Accepted Answer

A)  business-oriented website that lets users create profiles for professional networking.
B)  unique type of Internet browser where search results are personalized for each user.
C)  web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
D)  website where users create a personal profile, add "friends," and exchange messages and photos with them.
E)  website whose content is created and edited by the ongoing collaboration of end users.F) None of the above
G) A) and E)

Question 17

Many apps are video games. Angry Birds, for example, has been downloaded more than 2 billion times since its 2009 release. The product life cycle of even very successful video game apps can reach the decline stage quickly, including the Angry Birds game. 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)  exploit the real world-digital world convergence
D)  quickly create new games
E)  create product extensionsF) A) and B)
G) B) and E)

Question 18

What is the primary purpose of LinkedIn?

Accepted Answer

A)  LinkedIn keeps track of business trends and "breaking news."
B)  LinkedIn provides a way to integrate all of one's social networks into a single, comprehensive news feed.
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)  LinkedIn is a platform for professional networking and job searching.F) None of the above
G) A) and E)

Question 19

__________-enabled smartphones gave mobile consumers access to online ads, local restaurant promotions, and time-sensitive discounts at retailers.

Accepted Answer

A)  GPS
B)  APP
C)  CMO
D)  WEB 2.0
E)  Google+F) A) and C)
G) B) and D)

Question 20

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 is referred to as

Accepted Answer

A)  click-through rate (CTR) .
B)  cost per thousand (CPM) .
C)  fixed fee rate (FFR) .
D)  cost per action (CP
A)  .
E)  cost per click (CP
C)  .F) A) and B)
G) C) and E)

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

What is the primary purpose of LinkedIn?

Correct Answer
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What is another term that is sometimes used interchangeably with social media?

Correct Answer
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Smart systems are

Correct Answer
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What is the role of a brand manager in advertising on social media like Facebook?

Correct Answer
verified
Facebook pages allow a brand manager to ...
View Answer

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

Correct Answer
verified

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 is referred to as

Correct Answer
verified

What is the key marketing objective for advertising on social networking sites?

Correct Answer
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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 Answer
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What are social media?

Correct Answer
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Social media represent a unique blending...
View Answer

A blog is a

Correct Answer
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__________-enabled smartphones gave mobile consumers access to online ads, local restaurant promotions, and time-sensitive discounts at retailers.

Correct Answer
verified

A blog is , whereas a wiki is .

Correct Answer
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Web 2.0 is a term that describes

Correct Answer
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Correct Answer
verified

A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as

Correct Answer
verified

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

Correct Answer
verified

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 Answer
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Performance measures for the inputs or c...
View Answer

Companies such as Hewlett-Packard and Frito-Lay routinely monitor _____ to gain insights into customer complaints and suggestions.

Correct Answer
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StuffDOT is a

Correct Answer
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Another term sometimes used interchangeably with social media is

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

What is the primary purpose of LinkedIn?

Correct AnswerverifiedShow Answer

What is another term that is sometimes used interchangeably with social media?

Correct AnswerverifiedShow Answer

Smart systems are

Correct AnswerverifiedShow Answer

What is the role of a brand manager in advertising on social media like Facebook?

Correct AnswerverifiedFacebook pages allow a brand manager to ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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 is referred to as

Correct AnswerverifiedShow Answer

What is the key marketing objective for advertising on social networking sites?

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 social media?

Correct AnswerverifiedSocial media represent a unique blending...View AnswerShow Answer

A blog is a

Correct AnswerverifiedShow Answer

__________-enabled smartphones gave mobile consumers access to online ads, local restaurant promotions, and time-sensitive discounts at retailers.

Correct AnswerverifiedShow Answer

A blog is __________, whereas a wiki is __________.

Correct AnswerverifiedShow Answer

Web 2.0 is a term that describes

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as

Correct AnswerverifiedShow Answer

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

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

Companies such as Hewlett-Packard and Frito-Lay routinely monitor _____ to gain insights into customer complaints and suggestions.

Correct AnswerverifiedShow Answer

StuffDOT is a

Correct AnswerverifiedShow Answer

Another term sometimes used interchangeably with social media is

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified
Facebook pages allow a brand manager to ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Social media represent a unique blending...
View Answer

Correct Answer
verified

Correct Answer
verified

A blog is , whereas a wiki is .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Performance measures for the inputs or c...
View Answer

Correct Answer
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Correct Answer
verified

Correct Answer
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