Question 1

Which of the following statements about Facebook is MOST accurate?

Accepted Answer

A)  Facebook has a global presence and is accessible in over 70 languages.
B)  Facebook has almost 80 million active users.
C)  Facebook lets people keep in touch through long text entries similar to e-mail.
D)  Facebook is the third most-used social network.E) A) and D)
F) None of the above

Question 2

In 2010, T-Mobile ran a holiday TV ad that featured Chuck Norris tailored to consumers in a single country-the Czech Republic. But it crossed country boundaries to reach Polish and Slovakian consumers. This marketing strategy is considered a(n) :

Accepted Answer

A)  cultural
B)  multidomestic
C)  single-country
D)  globalE) B) and D)
F) B) and C)

Question 3

What are the four guidelines proposed by Buddy Media to engage fans on Facebook?

Accepted Answer

The answer of What are the four guidelines proposed by...

Question 4

How does Facebook generate its sales revenue from ads?

Accepted Answer

A)  Facebook charges for ads to appear along the right-hand section of a Facebook webpage.
B)  Facebook staff members create ads for companies who want to advertise on Facebook.
C)  Facebook charges companies to create a Facebook Page for their brands.
D)  Facebook allows companies' ads to show up in pop-up windows throughout the site.E) B) and C)
F) A) and C)

Question 5

Brand managers can strategically use LinkedIn to accomplish all of the following, except:

Accepted Answer

A)  organize focus groups.
B)  network with industry-related groups.
C)  incite controversial conversations.
D)  find sales leads.E) A) and D)
F) A) and C)

Question 6

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)  average
D)  lowE) None of the above
F) C) and D)

Question 7

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Accepted Answer

A)  monitor e-mail for customer complaints and respond promptly with a 50 percent discount coupon
B)  hold a cooking contest to generate new recipes using Betty Crocker products
C)  produce commercials incorporating images of Betty Crocker cooking with Julia Child
D)  create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker productsE) B) and C)
F) A) and C)

Question 8

Figure 20-1

-Based on the social media identified in Figure 20-1, blogs are

Accepted Answer

A)  highly interactive websites.
B)  low in self-disclosure but high in media richness.
C)  high in self-disclosure but low in media richness.
D)  websites that are low in self-disclosure.E) B) and C)
F) None of the above

Question 9

A company paying a set amount to Facebook for every time a user clicks on its ad is known as_______ , whereas a company that pays pennies for every 1,000 times its ad Loads on a Facebook Page and people may see it is referred to as ________.

Accepted Answer

A)  set rate; fixed amount
B)  cost per click; cost per thousand
C)  cost per thousand; cost per click
D)  fixed amount; set rateE) A) and C)
F) All of the above

Question 10

YouTube is

Accepted Answer

A)  a video-sharing website in which users can upload, distribute, view, and comment on videos.
B)  a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
C)  a website that enables users to send and receive short messages up to 140 characters long.
D)  a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.E) A) and B)
F) None of the above

Question 11

Discuss the differences between traditional print media and social media with regard to expense and access, permanence and credibility, and social authority.

Accepted Answer

The answer of Discuss the differences between traditional print media...

Question 12

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Accepted Answer

A)  cost per action.
B)  cost per thousand.
C)  cost per click.
D)  negotiated cost.E) A) and D)
F) None of the above

Question 13

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

Accepted Answer

A)  using keyword search monitoring from services such as TweetDeck or HootSuite.
B)  recognizing that posts are too brief to allow for a substantive mention of their brand.
C)  creating their own Twitter account and seeing what "followers" say on Facebook.
D)  having employees perform spot-checks on posts.E) A) and B)
F) None of the above

Question 14

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

Accepted Answer

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

Question 15

One of the advantages of social media is that communities can form around ideas, interests, and commonalities regardless of the physical location of their members. The best way to use this advantage to market a product is to

Accepted Answer

A)  identify consumers in the niche audience who are "passive receivers."
B)  use Facebook to reach the niche audience of consumers because it is the largest and most popular social network.
C)  use Twitter to create a buzz in the niche audience of consumers to target and get them "tweeting."
D)  identify the niche audience of consumers to target and choose the appropriate social network to reach this audience.E) B) and C)
F) C) and D)

Question 16

Compared to traditional media, social media has less privacy. For that reason privacy has to be secured by networks because, if breached, unethical outsiders could access:

Accepted Answer

A)  Fan activity.
B)  Numbers of users.
C)  Traditional data.
D)  Users' names.E) B) and D)
F) None of the above

Question 17

An "active receiver" who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n) ________.

Accepted Answer

A)  "follower"
B)  "end-receiver"
C)  "evangelist"
D)  "expert"E) A) and B)
F) B) and C)

Question 18

According to the statistics covered in the text, approximately _________of Canadians are on Twitter.

Accepted Answer

A)  1/4
B)  1/5
C)  1/10
D)  1/3E) A) and B)
F) None of the above

Question 19

What is one way in which the Internet has changed and brought about the term "Web 2.0?"

Accepted Answer

A)  The ability to access the Internet from smartphones brought on a cultural revolution in how users view the Internet.
B)  Faster routers allowed for quicker, more efficient Internet service.
C)  Web 2.0 is the most-used Internet browser, launched in 2004.
D)  Internet content can now be continuously modified by all users in a participatory fashion.E) B) and C)
F) All of the above

Question 20

Twitter is a good method of sharing brand information for all of the following reasons except:

Accepted Answer

A)  Short message length.
B)  Ability to explain detailed product information.
C)  Convenience on a smartphone.
D)  Ease of posting and receiving tweets.E) C) and D)
F) B) and C)

Exam 20: Using Social Media and Mobile Marketing to Connect With Consumers

Compared to traditional media, social media has less privacy. For that reason privacy has to be secured by networks because, if breached, unethical outsiders could access:

Correct AnswerverifiedShow Answer

An "active receiver" who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n) ________.

Correct AnswerverifiedShow Answer

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

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

In 2010, T-Mobile ran a holiday TV ad that featured Chuck Norris tailored to consumers in a single country-the Czech Republic. But it crossed country boundaries to reach Polish and Slovakian consumers. This marketing strategy is considered a(n) :

Correct AnswerverifiedShow Answer

What are the four guidelines proposed by Buddy Media to engage fans on Facebook?

Correct AnswerverifiedShow Answer

What is one way in which the Internet has changed and brought about the term "Web 2.0?"

Correct AnswerverifiedShow Answer

Which of the following statements about Facebook is MOST accurate?

Correct AnswerverifiedShow Answer

Twitter is a good method of sharing brand information for all of the following reasons except:

Correct AnswerverifiedShow Answer

Discuss the differences between traditional print media and social media with regard to expense and access, permanence and credibility, and social authority.

Correct AnswerverifiedShow Answer

How does Facebook generate its sales revenue from ads?

Correct AnswerverifiedShow Answer

A company paying a set amount to Facebook for every time a user clicks on its ad is known as_______ , whereas a company that pays pennies for every 1,000 times its ad Loads on a Facebook Page and people may see it is referred to as ________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 20-1 -Based on the social media identified in Figure 20-1, blogs are

Correct AnswerverifiedShow Answer

YouTube is

Correct AnswerverifiedShow Answer

Brand managers can strategically use LinkedIn to accomplish all of the following, except:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One of the advantages of social media is that communities can form around ideas, interests, and commonalities regardless of the physical location of their members. The best way to use this advantage to market a product is to

Correct AnswerverifiedShow Answer

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Correct AnswerverifiedShow Answer

According to the statistics covered in the text, approximately _________of Canadians are on Twitter.

Correct AnswerverifiedShow Answer

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A company paying a set amount to Facebook for every time a user clicks on its ad is known as_ , whereas a company that pays pennies for every 1,000 times its ad Loads on a Facebook Page and people may see it is referred to as __.

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