Question 1

A criterion of ________ is that it is online content that is published on a publicly accessible website or social networking site.

Accepted Answer

A)  social networks
B)  user-generated content (UG
C)  
C)  blogs
D)  wikis
E)  YouTubeF) D) and E)
G) None of the above

Question 2

Users or members of social networks are

Accepted Answer

A)  where a social network's following comes from-with fans coming from a friend being more valuable than those coming from an ad.
B)  the total number of unique individuals to a web page in a given time period-counted each time they logon to the site during that period of time.
C)  the total number of unique individuals to a web page in a given time period,regardless of how many times they logon to the site during that period of time.
D)  individuals who have registered on a social networking site by completing the process involved,such as providing their name,an ID,and a password.
E)  the number of people who have opted in to a brand's messages through a social media platform at a given time.F) None of the above
G) A) and B)

Question 3

After Michael Drysch made his phenomenal hook shot in the Carmex and LeBronJames.com Half-Court Hero promotion,the footage went viral and earned Carmex over 500 million media impressions across TV,print,online,and social media.The lesson here is to

Accepted Answer

A)  focus efforts on gaining YouTube views.
B)  ensure that social media does not explore controversial topics.
C)  look for ways to maximize social media because of its reach with younger audiences.
D)  manage lucky moments by finding ways to use both social and traditional media.
E)  focus efforts on sports-related media such as ESPN.com.F) A) and E)
G) B) and C)

Question 4

User-generated content (UGC) refers to

Accepted Answer

A)  content found on a "personal profile" page.
B)  content found only on blogs and wikis.
C)  content that is created with the intention of achieving commercial profit.
D)  content found on forms of online media that are privately owned and operated by a single "user."
E)  the various forms of online media content that are publicly available and created by end users.F) A) and C)
G) A) and D)

Question 5

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

Accepted Answer

Marketing managers know that social medi...

Question 6

If a brand manager for Honda creates an offbeat and funny video featuring its latest model,the best social networking site to publish the video for marketing purposes would be

Accepted Answer

A)  Pinterest.
B)  LinkedIn.
C)  Twitter.
D)  YouTube.
E)  a personal blog.F) A) and E)
G) All of the above

Question 7

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands except

Accepted Answer

A)  defines the characteristics of the one or more market segments she wants to reach.
B)  negotiates compensation for the advertising,including the form of measurement.
C)  composes title and copy for the social network ad.
D)  decides on the images (photos and videos) used to promote the brand.
E)  specifies the web address(es) to which its ad should link based on the brand's social media marketing goals.F) None of the above
G) D) and E)

Question 8

All of the following statements about YouTube are true except which?

Accepted Answer

A)  YouTube is owned by Google.
B)  Every minute 300 hours of video are uploaded to the site.
C)  Many companies now offer video content through organized channels.
D)  About half of YouTube's traffic comes from mobile devices.
E)  Most content is uploaded by professional musicians,videographers,and businesspeople.F) C) and E)
G) B) and C)

Question 9

Which of the following smartphone apps is made possible through mobile marketing?

Accepted Answer

A)  Instagram
B)  location-based promotions 
C)  Twitter
D)  Candy Crush
E)  music-streaming servicesF) A) and E)
G) B) and E)

Question 10

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

Accepted Answer

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

Question 11

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

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

Question 13

All of the following are tips experts recommend to student job seekers using LinkedIn except which?

Accepted Answer

A)  Write an informative,short,memorable profile headline.
B)  Include a clear,simple,recent photo of yourself.
C)  Include as many recommendations as you can get.
D)  Fill in the Skills & Expertise section with keywords that recruiters use in their searches.
E)  Set your profile to "public" and include its URL on your resume.F) A) and B)
G) A) and C)

Question 14

Social media can be classified based on ________ and

Accepted Answer

A)  web browsers;apps.
B)  user-generated content (UG
C)  ;marketer-generated content (MG
C)  .
C)  blogs;wikis.
D)  textual complexity;visual depth.
E)  media richness;self-disclosure.F) B) and E)
G) B) and D)

Question 15

Even very successful video game apps can reach the decline stage of the product life cycle quickly,so 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)  build on a huge personal-rewards psychology for players
D)  quickly create new games
E)  create product extensionsF) A) and B)
G) A) and C)

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) A) and D)
G) All of the above

Question 17

Describe the two factors that are used to classify social media.

Accepted Answer

Social media can be classified based on ...

Question 18

A publicly accessible personal journal and online forum for an individual or organization is a(n) ________,whereas a website whose online content is created and edited by the ongoing collaboration of end users is a

Accepted Answer

A)  Internet browser;blog.
B)  wiki;blog.
C)  blog;wiki.
D)  Facebook post;Twitter post.
E)  Twitter post;Facebook post.F) A) and C)
G) A) and B)

Question 19

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

Question 20

Brand managers can strategically use Twitter to do all of the following except which?

Accepted Answer

A)  respond to user criticisms about a brand to develop more satisfied customers
B)  generate brand buzz by developing an official Twitter profile
C)  tweet and video stream on topics that provide information of value to their consumers
D)  use interactive video and live video features to get users engaged with their brands
E)  post user profiles for job seekersF) A) and E)
G) A) and B)

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

Which of the following smartphone apps is made possible through mobile marketing?

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

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands except

Correct AnswerverifiedShow Answer

All of the following statements about YouTube are true except which?

Correct AnswerverifiedShow Answer

Even very successful video game apps can reach the decline stage of the product life cycle quickly,so Clash of Clans and Candy Crush Saga video games have sought to ________ to address this challenge.

Correct AnswerverifiedShow Answer

A criterion of ________ is that it is online content that is published on a publicly accessible website or social networking site.

Correct AnswerverifiedShow Answer

A publicly accessible personal journal and online forum for an individual or organization is a(n) ________,whereas a website whose online content is created and edited by the ongoing collaboration of end users is a

Correct AnswerverifiedShow Answer

A blog is a

Correct AnswerverifiedShow Answer

After Michael Drysch made his phenomenal hook shot in the Carmex and LeBronJames.com Half-Court Hero promotion,the footage went viral and earned Carmex over 500 million media impressions across TV,print,online,and social media.The lesson here is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedMarketing managers know that social medi...View AnswerShow Answer

Social media can be classified based on ________ and

Correct AnswerverifiedShow Answer

Describe the two factors that are used to classify social media.

Correct AnswerverifiedSocial media can be classified based on ...View AnswerShow Answer

Users or members of social networks are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Brand managers can strategically use Twitter to do all of the following except which?

Correct AnswerverifiedShow Answer

Another term sometimes used interchangeably with social media is

Correct AnswerverifiedShow Answer

User-generated content (UGC) refers to

Correct AnswerverifiedShow Answer

If a brand manager for Honda creates an offbeat and funny video featuring its latest model,the best social networking site to publish the video for marketing purposes would be

Correct AnswerverifiedShow Answer

All of the following are tips experts recommend to student job seekers using LinkedIn except which?

Correct AnswerverifiedShow Answer

Smart systems are

Correct AnswerverifiedShow Answer

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Marketing managers know that social medi...
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Social media can be classified based on ...
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