Question 1

Social networks are

Accepted Answer

A)  specific social media like Facebook or YouTube.
B)  Internet browsers.
C)  the replacement for e-mail to send private messages.
D)  gaming websites.E) A) and B)
F) A) and C)

Question 2

Figure 20-1

-Based on the social media identified in Figure 20-1, LinkedIn is

Accepted Answer

A)  high in self-disclosure and high in media richness.
B)  low in self-disclosure and medium in media richness.
C)  high in self-disclosure and medium in media richness.
D)  medium in self-disclosure and low in media richness.E) A) and D)
F) B) and C)

Question 3

Social media has less privacy; in fact,_________ privacy laws don't protect them today.
Percent of Internet users feel that

Accepted Answer

A)  88
B)  98
C)  48
D)  68E) None of the above
F) A) and D)

Question 4

Popular smartphone apps like Facebook, Google Search, YouTube, Google Play, Google Maps, Gmail, Facebook Messenger, and Google+, as well as other mobile experiences have attracted more than _________in annual advertising revenue.

Accepted Answer

A)  $2 billion
B)  $100 million
C)  $750 million
D)  $1 billionE) A) and B)
F) B) and C)

Question 5

A publicly accessible personal journal and online forum for an individual or organization is a _________ , whereas a website whose online content is created and Edited by the ongoing collaboration of end users is a  __________.

Accepted Answer

A)  Facebook; Twitter
B)  Internet browser; blog
C)  blog; wiki
D)  wiki; blogE) B) and C)
F) C) and D)

Question 6

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

Accepted Answer

A)  lookers.
B)  followers.
C)  visitors.
D)  fans.E) All of the above
F) None of the above

Question 7

Twitter is most effective at:

Accepted Answer

A)  B2B conversations.
B)  referral traffic.
C)  news feed placement.
D)  brand exposure.E) A) and D)
F) C) and D)

Question 8

According to the text, almost_________ in 10 Canadians have a smartphone.

Accepted Answer

A)  6
B)  5
C)  7
D)  4E) B) and C)
F) A) and D)

Question 9

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Accepted Answer

A)  recipient rate.
B)  fan percentage.
C)  click-through rate.
D)  specific-website rate.E) A) and B)
F) None of the above

Question 10

Which two aspects of marketing will make mobile phones the ultimate marketing machine?

Accepted Answer

A)  Social media and mobile marketing
B)  Internet and online marketing
C)  Online and mobile marketing
D)  Social media and online marketingE) C) and D)
F) A) and C)

Question 11

Brand managers use both traditional and social media to promote and advertise their products; traditional media ________, while social media ___________.

Accepted Answer

A)  are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete
B)  take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual
C)  are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them
D)  are cheaper; are more creativeE) B) and C)
F) A) and B)

Question 12

The continuous connection present in mobile marketing has avid use of GPS and smartphone apps to provide customers with:

Accepted Answer

A)  Location-based promotions
B)  Price-based searches
C)  Price-comparison searches
D)  Loyalty programsE) A) and B)
F) A) and C)

Question 13

In 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)  social degree; emotional value
B)  emotional value; social degree
C)  media richness; self-disclosure
D)  self-disclosure; media richnessE) B) and C)
F) All of the above

Question 14

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)  fans; unique visitors
B)  unique fans; visitors
C)  followers; fans
D)  fans; unique page viewsE) A) and D)
F) None of the above

Question 15

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

Accepted Answer

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

Question 16

Web 2.0 is a term that describes

Accepted Answer

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

Question 17

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:

Accepted Answer

A)  leveraging existing media assets for the brand.
B)  updating content at random.
C)  using familiar imagery and messaging, but adding a twist.
D)  engaging users and letting them guide site content.E) B) and C)
F) A) and D)

Question 18

LinkedIn is

Accepted Answer

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

Question 19

YouTube's video bloggers have become a key part of:

Accepted Answer

A)  Social media marketing.
B)  Online content today.
C)  Mobile marketing today.
D)  YouTube content.E) B) and C)
F) A) and B)

Question 20

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

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

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:

Correct AnswerverifiedShow Answer

Social networks are

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Brand managers use both traditional and social media to promote and advertise their products; traditional media ________, while social media ___________.

Correct AnswerverifiedShow Answer

YouTube's video bloggers have become a key part of:

Correct AnswerverifiedShow Answer

Popular smartphone apps like Facebook, Google Search, YouTube, Google Play, Google Maps, Gmail, Facebook Messenger, and Google+, as well as other mobile experiences have attracted more than _________in annual advertising revenue.

Correct AnswerverifiedShow Answer

Figure 20-1 -Based on the social media identified in Figure 20-1, LinkedIn is

Correct AnswerverifiedShow Answer

Which two aspects of marketing will make mobile phones the ultimate marketing machine?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

As 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

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) .

Correct AnswerverifiedShow Answer

In 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

Social media has less privacy; in fact,_________ privacy laws don't protect them today. Percent of Internet users feel that

Correct AnswerverifiedShow Answer

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

Correct AnswerverifiedShow Answer

Web 2.0 is a term that describes

Correct AnswerverifiedShow Answer

LinkedIn is

Correct AnswerverifiedShow Answer

The continuous connection present in mobile marketing has avid use of GPS and smartphone apps to provide customers with:

Correct AnswerverifiedShow Answer

Twitter is most effective at:

Correct AnswerverifiedShow Answer

According to the text, almost_________ in 10 Canadians have a smartphone.

Correct AnswerverifiedShow Answer

A publicly accessible personal journal and online forum for an individual or organization is a _________ , whereas a website whose online content is created and Edited by the ongoing collaboration of end users is a __________.

Correct AnswerverifiedShow Answer

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Correct AnswerverifiedShow Answer

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Brand managers use both traditional and social media to promote and advertise their products; traditional media , while social media ___.

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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) .

Correct Answer
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In 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 publicly accessible personal journal and online forum for an individual or organization is a _ , whereas a website whose online content is created and Edited by the ongoing collaboration of end users is a __.

Correct Answer
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Correct Answer
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