Question 1

In thinking about starting an ad campaign on Facebook, the brand manager considers

Accepted Answer

A)  that each user who visits a Facebook Page will see the same advertisement.
B)  letting users specify ad positioning and placement on the Facebook Page.
C)  whether the ad has a balance of text, audio, and video when it is placed on users' Facebook Pages.
D)  tracking new sales produced by the ad by linking it to a coupon code, product, or promotional offer.E) A) and B)
F) B) and D)

Question 2

As a consultant to a soap company's brand manager, which social media marketing strategy would you NOT recommend to your client to build the customer base?

Accepted Answer

A)  Hire celebrities to tweet about using their product.
B)  Product placement in a Sim's Game.
C)  Use tweets to drive traffic to the brand's website.
D)  Run concurrent specials on multiple social media platforms such as Facebook and Twitter.E) A) and B)
F) A) and C)

Question 3

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

Accepted Answer

The answer of What is the role of a brand...

Question 4

Facebook's charging for user actions that generate more sales for advertisers demonstrates

Accepted Answer

A)  the influence of social network users in the marketplace.
B)  the increasing effectiveness of advertising on social networking sites.
C)  the convergence of social networking sites with each other.
D)  the monopoly of Facebook over the marketplace.E) None of the above
F) B) and C)

Question 5

Facebook is changing due to mobile marketing and connecting people through apps. All of the following are examples of new features except:

Accepted Answer

A)  Meal Planning with What's for Dinner app.
B)  Enhancements for instant messaging with Messenger app.
C)  Photo-sharing and facial recognition with Moments app.
D)  Faster news publishing with Instant Articles feature.E) A) and B)
F) B) and D)

Question 6

Is there a relationship between YouTube, Millennials, and Mobile Marketing?

Accepted Answer

The answer of Is there a relationship between YouTube, Millennials,...

Question 7

Performance measures for output and revenues for social media are

Accepted Answer

A)  easiest to track using Twitter.
B)  more specific than those for traditional media.
C)  easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers.
D)  less specific than those for traditional media.E) A) and B)
F) A) and C)

Question 8

A wiki is a

Accepted Answer

A)  website where users create a personal profile, add "friends," and exchange messages and photos with them.
B)  web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
C)  unique type of Internet browser where search results are personalized for each user.
D)  website whose content is created and edited by the ongoing collaboration of end users.E) A) and D)
F) A) and C)

Question 9

User-generated content refers to

Accepted Answer

A)  Web 3.0, a new use of the Web.
B)  another term for social media.
C)  the content posted by only one user on his or her private blog.
D)  the content created by one user on his or her smartphone.E) A) and B)
F) A) and C)

Question 10

Another term sometimes used interchangeably with "social media" is _ _________.

Accepted Answer

A)  Web 3.0
B)  net platforms
C)  Web 2.0
D)  Web functionalitiesE) B) and C)
F) A) and D)

Question 11

Social media are

Accepted Answer

A)  online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics.
B)  any type of medium in which large groups of people read content generated by a business, government, or corporation.
C)  only media that allow face-to-face communication.
D)  online games.E) A) and B)
F) B) and C)

Question 12

Describe how StuffDOT Inc. keeps their app user-friendly yet engaging for their target market.

Accepted Answer

The answer of Describe how StuffDOT Inc. keeps their app...

Question 13

A website whose content is created and edited by the ongoing collaboration of end users is known as a

Accepted Answer

A)  wiki.
B)  Facebook page.
C)  blog.
D)  Net platform.E) A) and B)
F) A) and D)

Question 14

Within the context of social media, an "evangelist" is an online user who

Accepted Answer

A)  is paid by the advertisers to promote the brand's positive qualities by sending messages to his or her online friends.
B)  tries to promote an anti-consumerist agenda to other online users, hindering the effectiveness of online advertisements.
C)  is indifferent to advertisements on social media networks.
D)  is "delighted" about the brand advertised and sends messages to his or her online friends and then back to the advertiser about the joys of using the brand.E) B) and C)
F) All of the above

Question 15

Twitter is

Accepted Answer

A)  a website that enables users to send and receive short messages up to 140 characters long.
B)  a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
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) B) and D)
F) All of the above

Question 16

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

Accepted Answer

A)  create and send an e-mail message to every registered Facebook user.
B)  create ads that will appear in a specified, strategic position on every page when users log into their profiles.
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 like religion and politics to get Facebook users to "like" their Page.E) A) and B)
F) All of the above

Question 17

In what way are traditional and social media similar?

Accepted Answer

A)  They both rely upon contributions from established "experts" to create credibility and social authority.
B)  They both can reach either large or niche audiences.
C)  They both are relatively inexpensive or free to produce.
D)  They both require specialized training.E) C) and D)
F) B) and C)

Question 18

Figure 20-1

-Based on the social media identified in Figure 20-1, the social media site rated highest in media richness and lowest in self-disclosure is

Accepted Answer

A)  Facebook.
B)  World of Warcraft.
C)  Second Life.
D)  Xbox Live.E) B) and C)
F) All of the above

Question 19

Blogs and wikis differ in that a blog is a diary that shows a  __________, while a wiki shows the end result as a _________.

Accepted Answer

A)  complete thought process; fragmented group of ideas
B)  personal side of the user; formal presentation
C)  single entry; sequential journey
D)  sequential journey; single entryE) C) and D)
F) B) and C)

Question 20

If a clothing store is hoping to let customers know of its competitive prices on jeans, a useful smartphone app to spread this information is

Accepted Answer

A)  an app released by Facebook that lets customers receive discounts for "checking in" at a store location.
B)  Twitter.
C)  Instagram.
D)  an app released by The Find, where a customer can search for the product among 500,000 stores.E) B) and D)
F) A) and D)

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

If a clothing store is hoping to let customers know of its competitive prices on jeans, a useful smartphone app to spread this information is

Correct AnswerverifiedShow Answer

Describe how StuffDOT Inc. keeps their app user-friendly yet engaging for their target market.

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Figure 20-1 -Based on the social media identified in Figure 20-1, the social media site rated highest in media richness and lowest in self-disclosure is

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Within the context of social media, an "evangelist" is an online user who

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A wiki is a

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Social media are

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

Correct AnswerverifiedShow Answer

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

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Another term sometimes used interchangeably with "social media" is _ _________.

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Twitter is

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User-generated content refers to

Correct AnswerverifiedShow Answer

As a consultant to a soap company's brand manager, which social media marketing strategy would you NOT recommend to your client to build the customer base?

Correct AnswerverifiedShow Answer

Blogs and wikis differ in that a blog is a diary that shows a __________, while a wiki shows the end result as a _________.

Correct AnswerverifiedShow Answer

In thinking about starting an ad campaign on Facebook, the brand manager considers

Correct AnswerverifiedShow Answer

In what way are traditional and social media similar?

Correct AnswerverifiedShow Answer

Facebook's charging for user actions that generate more sales for advertisers demonstrates

Correct AnswerverifiedShow Answer

Facebook is changing due to mobile marketing and connecting people through apps. All of the following are examples of new features except:

Correct AnswerverifiedShow Answer

Is there a relationship between YouTube, Millennials, and Mobile Marketing?

Correct AnswerverifiedShow Answer

A website whose content is created and edited by the ongoing collaboration of end users is known as a

Correct AnswerverifiedShow Answer

Performance measures for output and revenues for social media are

Correct AnswerverifiedShow Answer

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Blogs and wikis differ in that a blog is a diary that shows a __, while a wiki shows the end result as a _.

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