Chapter 19
Using Social Media and Mobile Marketing to Connect with Consumers
Multiple Choice Questions
1. | Social media are
B. | online media where users submit news, photos, and videos—often accompanied by a feedback process to identify "popular" topics. |
C. | any type of medium in which large groups of people read content generated by a business, government, or corporation. |
D. | only media that allow face-to-face communication. |
E. | all forms of electronic media. |
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2. | Online media where users submit news, photos, and videos—often accompanied by a feedback process to identify "popular" topics—is referred to as
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3. | A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as
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4. | Social networks are
A. | dating websites such as eHarmony. |
B. | Internet browsers like Safari or Firefox. |
C. | specific social media such as Facebook, Twitter, LinkedIn, and YouTube. |
D. | the replacement for e-mail to send private digital messages. |
E. | social media websites that are the high in self-disclosure but low in media richness. |
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5. | Another term sometimes used interchangeably with social media is
E. | peer-to-peer networking. |
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6. | What is another term that is sometimes used interchangeably with social media?
C. | user-generated content |
E. | peer-to-peer networking |
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7. | Web 2.0 is a term that describes
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. |
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8. | Web 2.0 is a term that describes
A. | a technical update of the World Wide Web. |
B. | the high degree of interactivity among users. |
C. | the second generation of Internet browsers. |
D. | the decreased interactivity of user generated content. |
E. | the second revision of marketer-generated web content. |
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9. | What is one way in which the Internet has changed and evolved to Web 2.0?
A. | Web 2.0 is the most-used Internet browser, launched in 2004. |
B. | The ability to access the Internet from smartphones brought on a cultural revolution in how users view and use the Internet. |
C. | Faster routers allowed for quicker, more efficient Internet service. |
D. | Internet content can now be continuously modified by all users in a participatory fashion. |
E. | The technical interface of the Internet has drastically changed since 2004. |
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10. | Web 2.0 does not refer to any technical update of the World Wide Web, but identifies functionalities that make possible today's high degree of interactivity among users. So with Web 2.0,
A. | content is no longer seen as being created and published in final form exclusively by one author. |
B. | multiple technical updates of the World Wide Web have occurred. |
C. | greater bandwidth allows for faster media downloads from the Internet. |
D. | new functionalities that are customized to each individual are included. |
E. | the technical interface is more user-friendly. |
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11. | A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a
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12. | A blog is a
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. |
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13. | Companies such as Hewlett-Packard and Frito-Lay routinely monitor _____ to gain insights into customer complaints and suggestions.
C. | single entry e-diaries |
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14. | Epicurious is a website where recipes are posted by the site owner and individual cooks. Using a "four-fork" rating system, users rate and comment on these recipes for ease or difficulty in preparation, the taste of the finished dish, and whether or not they would use the recipe again. Epicurious is most likely what type of social media website?
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15. | Companies such as Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into
A. | popular trends among members of the over-65 market. |
B. | technological advancements that can be used to promote their brands. |
C. | new slang terms to create more effective advertisement copy. |
D. | recruiting prospective employees. |
E. | customer complaints and suggestions. |
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16. | A website whose content is created and edited by the ongoing collaboration of end users is known as
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17. | A wiki is a
A. | web page that serves as a publicly accessible personal journal and online forum for an individual or organization. |
B. | business-oriented website that lets users create profiles for professional networking. |
C. | unique type of Internet browser where search results are personalized for each user. |
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. |
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18. | A blog is __________, whereas a wiki is __________.
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 forum |
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19. | A publicly accessible personal journal and online forum for an individual or organization is __________, whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.
A. | an Internet browser; blog |
E. | a Twitter Page; Facebook Page |
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20. | Blogs and wikis differ in that a blog is a diary that shows a __________, while a wiki shows the end result as a __________.
A. | complete thought process; fragmented group of ideas |
B. | sequential journey; single entry |
C. | single entry; sequential journey |
D. | personal side of the user; formal presentation |
E. | long narrative; block of text |
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21. | User-generated content refers to
A. | the content posted by only one user on his or her private blog. |
B. | Web 3.0, the next update of the web. |
C. | the content created by one user using his or her smartphone. |
D. | another term for social media. |
E. | another term for flash mobs. |
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22. | User-generated content (UGC) refers to
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. |
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23. | The various forms of online media content that are publicly available and created by end users is referred to as
A. | user-generated content (UGC). |
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24. | All of the following statements about user-generated content (UGC) are true except
A. | UGC is published on a publicly accessible website and created by end users. |
B. | UGC is reposting an article found in a newspaper or magazine without editing. |
C. | UGC is consumer-generated by an individual outside of a professional organization. |
D. | UGC shows a significant degree of creative effort. |
E. | UGC is not simply e-mail, but is published on a publicly accessible website. |
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25. | Which of the following statements about user-generated content (UGC) is most accurate?
A. | UGC is published either on a publicly accessible website or a social networking site. |
B. | UGC must show a sequential journey through posts made by a user. |
C. | UGC is intended for commercial profit. |
D. | UGC is not found on social networking sites. |
E. | UGC is limited to text-only, 140 character maximum, postings due to the limited bandwidth of Internet service providers. |
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26. | Online content that is published on a publicly accessible website or social networking site is a criterion of
B. | user-generated content (UGC). |
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27. | Online content that shows a significant degree of creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of
A. | online advertisements. |
C. | user-generated content (UGC). |
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28. | Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of
A. | online advertisements. |
B. | user-generated content (UGC). |
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29. | Social media can be classified based on: (1) __________ and (2) __________.
B. | user-generated content (UGC); marketer-generated content (MGC) |
E. | media richness; self-disclosure |
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30. | In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as
A. | user-generated content. |
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31. | In classifying social media, self-disclosure is
A. | the degree to which a person's thoughts, feelings, likes, and dislikes are shared when engaged in a social interaction. |
B. | the degree of acoustic, visual, and personal contact between two communication partners. |
C. | an undesirable effect of social media in which too much personal information is given by users, resulting in identity theft. |
D. | a growing trend in which telephone and e-mail communications contribute to one's online profile. |
E. | behavior that leads to an unfavorable impression by other online users. |
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32. | In classifying social media, media richness is __________, whereas self-disclosure is __________.
A. | the degree to which a person's thoughts, feelings, likes, and dislikes are made public; the degree of acoustic, visual, and personal contact between two communication partners |
B. | the degree of acoustic, visual, and personal contact between two communication partners; the degree to which a person's thoughts, feelings, likes, and dislikes are made public |
C. | the quality of the graphics and video on a website; the online conduct that leads to an unfavorable impression |
D. | a visual measure; an emotional measure |
E. | the extent to which a user personalizes his/her profile page; adding contact information (telephone, address, and e-mail) on one's Facebook Page |
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33. | 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 __________.
A. | self-disclosure; media richness |
B. | emotional value; social degree |
C. | media richness; self-disclosure |
D. | social degree; emotional value |
E. | media richness; user-generated content |
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34. | Media richness is __________ in face-to-face communication than in telephone or e-mail communications.
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35. | As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site
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36. | A favorable image is affected by the degree of self-disclosure of a person's thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to __________ one's influence on those reached.
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37. | As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure
C. | undermines the credibility of the site. |
E. | increases the credibility of the site. |
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38. | In what way are traditional and social media similar?
A. | They both require specialized training. |
B. | They both rely upon contributions from established "experts" to create credibility and social authority. |
C. | They both can reach either large or niche audiences. |
D. | They both are relatively inexpensive or free to produce. |
E. | They both produce content that can be altered after posting or publication. |
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39. | All of the following are differences between social and traditional media except
A. | the number of and skills required to produce and train personnel to produce the media. |
B. | the permanence of the media. |
C. | the credibility of the media. |
D. | the ability to reach a mass or specialized market segment. |
E. | the privacy and anonymity of the media. |
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40. | Brand managers use both traditional and social media to promote and advertise their products. Traditional media __________ while social media __________.
A. | appeal to a younger audience; appeal to a middle-aged audience |
B. | are cheaper; are more creative |
C. | are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete |
D. | are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them |
E. | take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual |
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41. | While both traditional media and social media can reach either a large audience or a niche audience, social media are different from traditional media because
A. | production of traditional media requires specialized skills and a team of people. |
B. | traditional media include Facebook and Twitter. |
C. | social media only reach niche audiences. |
D. | social media are relatively expensive to produce. |
E. | the content of social media cannot be altered after publication. |
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42. | Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But with social media, a sender often simply begins to participate in the ______________, hoping that the quality of the message will establish credibility with the receivers, thereby enhancing the sender's influence.
E. | information superhighway |
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43. | Each of the following is a widely used social network based on impact to both consumers and organizations, except
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44. | In 2012, Facebook acquired
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45. | Facebook is
A. | a website where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them. |
B. | a website that enables users to send and receive "tweets," messages up to 140 characters long. |
C. | a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. |
D. | a video-sharing website in which users can upload, distribute, view, and comment on videos. |
E. | a virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images. |
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46. | The social media website open to anyone age 13 and over where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them is known as
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47. | Which of the following statements about Facebook is most accurate?
A. | Facebook is the third most-used social network. |
B. | Facebook has a global presence—one in every five people on the planet use this site. |
C. | Facebook has almost 80 million active users. |
D. | Facebook lets people keep in touch through long text entries similar to e-mail. |
E. | Facebook is just as successful as Twitter. |
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48. | Which of the following statements is true about Facebook?
A. | Facebook is second to Twitter in the number of registered users. |
B. | Facebook is open to users who are at least six years old. |
C. | Facebook is the social media website where users upload more videos to its site than any other site. |
D. | Facebook users aged 18 to 29 years old have an average of about 300 friends on the site. |
E. | Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession. |
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49. | All of the following are true about Facebook except
A. | it recently acquired Instagram, a photo-sharing site. |
B. | its users who are 18 to 29 years old have an average of 300 "friends." |
C. | it exceeds YouTube in terms of the number of videos posted to its Facebook channels. |
D. | it has over 1.4 billion active users. |
E. | it generates revenue from more than 2 million advertisers. |
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50. | To create a successful advertising campaign on Facebook, a good strategy is for a brand manager to use it to
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. |
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51. | 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
A. | updating content regularly to keep it fresh. |
B. | using familiar imagery and messaging, but adding a twist. |
C. | learning users' passions. |
D. | letting users guide content. |
E. | posting Instagram videos (ads, b-roll) on the left side of the Facebook Page. |
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52. | A recent study found that a "like" or a "friend" to a brand's Facebook page is worth __________ in terms of product spending, brand loyalty, and "propensity to recommend" the site to others.
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53. | All of the following are true about StuffDOT except
A. | StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item. |
B. | StuffDOT start-up targets college-aged women. |
C. | StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city. |
D. | StuffDOT campus ambassadors are a major force behind the platform's growth. |
E. | StuffDOT financial rewards can be redeemed for gift cards with many major retailers. |
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54. | A Facebook page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers except
B. | Facebook page posts that appear in the News Feed. |
C. | analytics about users. |
D. | the ability to "tweet" a comment on an ad a firm has posted on its Facebook page. |
E. | the number of people who clicked the "Like" button. |
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55. | Twitter is
A. | a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them. |
B. | a website that enables users to send and receive short messages up to 140 characters long. |
C. | a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. |
D. | a video-sharing website in which users can upload, distribute, view, and comment on videos. |
E. | a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day. |
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56. | The website that enables users to send and receive messages up to 140 characters long is
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57. | Twitter can be a good source of information about a brand or product because of its
B. | photo-sharing capability. |
C. | ability to display user-generated video content. |
E. | ability to post professional profiles. |
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58. | Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base?
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59. | Brand managers can strategically use Twitter to do all of the following except
A. | respond to user criticisms about a brand through "re-tweets" to develop more satisfied customers. |
B. | generate brand buzz by developing an official Twitter profile. |
C. | tweet on topics that provide information of value to their customers. |
D. | operate promotions in real time. |
E. | use paid ads and sponsored stories to generate new customers for its advertisers. |
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60. | Brand managers find out what people are saying about their brand on Twitter by
A. | having employees perform spot checks on posts. |
B. | using social media management tools like TweetDeck. |
C. | creating their own Twitter account and seeing what "followers" say on Facebook. |
D. | recognizing that posts are too brief to allow for a substantive mention of their brand. |
E. | employing outside search services such as Google and Bing. |
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61. | If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement Twitter?
A. | Monitor other Twitter accounts for negative mentions of your brand. |
B. | Aggressively defend your brand on your Twitter account. |
C. | Develop an official Twitter profile, recruit followers, and show photos of the product. |
D. | Create an account and tweet about it the day before releasing the product. |
E. | Create content that relies mostly on professional networking and job searching. |
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62. | LinkedIn is
A. | a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them. |
B. | a website that enables users to send and receive short messages up to 140 characters long. |
C. | a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. |
D. | a video-sharing website in which users can upload, distribute, view, and comment on videos. |
E. | a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day. |
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63. | The business-oriented website that lets users post their profiles and connect to a network of businesspeople is
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64. | The social network primarily used for professional networking and job searching is
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65. | What is the primary purpose of LinkedIn?
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. |
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66. | Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact.
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67. | If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would be
A. | through business-to-business image building and networking with industry-related groups. |
B. | to monitor profiles for negative mentions of the brand. |
C. | to create a profile for the brand. |
D. | to try to accumulate online "followers" for the business. |
E. | to buy ad space on the LinkedIn website. |
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68. | In a recent survey of small-business owners, 41 percent see __________ as potentially beneficial to their company—more than twice that for the other major social networks discussed in the textbook.
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69. | YouTube is
A. | a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them. |
B. | a website that enables users to send and receive short messages up to 140 characters long. |
C. | a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. |
D. | a video-sharing website in which users can upload, distribute, view, and comment on videos. |
E. | a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day. |
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70. | The social network that is used solely for sharing videos is
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71. | All of the following statements about YouTube are true except
A. | the site has 1 billion users. |
B. | every minute 300 hours of video are uploaded to the site. |
C. | many companies now offer video content through organized channels. |
D. | users make 4 billion views per day. |
E. | most of the content is uploaded by musicians like OK Go and Rebecca Black. |
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72. | If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is
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73. | The three guidelines on marketing and promoting a brand using YouTube are: (1) __________; (2) create a branded channel rich in keywords to improve the odds of the video showing up in user searches; and (3) target viewers by using YouTube's insights and analytics research to reveal the number of views, the number of visits to your website, and what keywords are driving user visits.
A. | use an expert to inform the audience about product features and benefits |
B. | tie the product to a current political or news event |
C. | include humorous content to attract as many viewers as possible |
D. | exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story |
E. | limit the video to one minute or less, the same as a TV or radio ad time limit |
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74. | The three guidelines for marketing and promoting a brand using YouTube are: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) __________; and (3) target viewers by using YouTube's insights and analytics research to reveal the number of views, the number of visits to your website, and what keywords are driving user visits.
A. | use an expert to inform the audience about product features and benefits |
B. | create a branded channel rich in keywords to improve the odds of the video showing up in user searches |
C. | tie the product to a current political or news event |
D. | include humorous content to attract as many viewers as possible |
E. | limit the video to one minute or less, the same as a TV or radio ad time limit |
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75. | The three guidelines on marketing and promoting a brand using YouTube are: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) create a branded channel rich in keywords to improve the odds of the video showing up in user searches; and (3) __________.
A. | use an expert to inform the audience about product features and benefits |
B. | tie the product to a current political or news event |
C. | target viewers by using YouTube's insights and analytics research to reveal the number of views, the number of visits to your website, and what keywords are driving user visits |
D. | include humorous content to attract as many viewers as possible |
E. | limit the video to one minute or less, the same as a TV or radio ad time limit |
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76. | 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
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77. | YouTube would be an excellent social network to advertise
B. | the majority of products and services; however, smaller media such as Pinterest may be more successful for some products and services. |
C. | most products except for those that require complex explanation of benefits. |
D. | most products; however, the costs of posting videos can be prohibitive. |
E. | most products; however, search on YouTube is limited. |
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78. | Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products. These consumers are therefore referred to as
D. | traditional consumers. |
E. | traditional receivers. |
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79. | Social media advertising is helpful to brand managers because consumers are
A. | captive receivers who buy products online. |
B. | end receivers who buy products online. |
C. | traditional consumers who buy products in retail stores. |
D. | active receivers who send user-generated content to both friends and advertisers. |
E. | traditional receivers who browse products online. |
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80. | Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach
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81. | An active receiver who is "delighted" with the brand advertised and sends messages to his/her online friends about the brand is referred to as
D. | a traditional consumer. |
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82. | Within the context of social media, an "evangelist" is an online user who
A. | is "delighted" about the brand advertised and sends messages to his/her online friends and then back to the advertiser about the joys of using the brand. |
B. | tries to promote an anti-consumerist agenda to other online users, hindering the effectiveness of online advertisements. |
C. | is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends. |
D. | is indifferent or neutral to advertisements on social media networks. |
E. | is an advocate who develops his/her own Facebook, Twitter, and/or YouTube following and therefore should be contacted by advertisers about placing an ad on his/her website. |
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83. | Marketers can use one of two strategies: The first strategy uses Facebook pages and YouTube channels, and the second strategy uses ads in newspapers, magazines, and on TV. The difference between these two types of marketing strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.
A. | passive receivers; active receivers |
B. | an older demographic; a younger demographic |
C. | wealthy; disadvantaged |
D. | active receivers; passive receivers |
E. | evangelists; brand ambassadors |
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84. | In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing: (1) __________ and (2) the characteristics of these visitors.
A. | the availability of a social network to run apps |
B. | the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics |
C. | the number of users or unique visitors to the website |
D. | the ability of the social network to pull controversial content |
E. | the site's ability to present the results of keyword searches to improve the odds of a firm's products showing up in user searches |
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85. | In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing: (1) the number of users or unique visitors to the website and (2) __________.
A. | the characteristics of these visitors |
B. | the availability of a social network to run apps |
C. | the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics |
D. | the ability of the social network to pull controversial content |
E. | the site's ability to present the results of keyword searches to improve the odds of a firm's products showing up in user searches |
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86. | 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
A. | defines the characteristics of the one or more market segments she wants to reach. |
B. | buys placement for an ad on a specific section on a social networking site. |
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. |
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87. | What is the challenge presented to brand managers by social media advertising?
A. | Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media. |
B. | Brand managers need to convince social networks to post their ads free of charge. |
C. | Brand managers need to create "universally appealing" ads since they cannot target specific demographics on social networks. |
D. | Brand managers have difficulty estimating how many users have clicked on their ads, which leads to problems in assessing an ad's effectiveness. |
E. | Brand managers need to realize that there are only a few social networks to advertise on. |
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88. | What is the key marketing objective for advertising on social networking sites?
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. |
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89. | Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is most accurate?
A. | The purpose of the video was to reinvigorate sales of the Pepsi Next brand. |
B. | For Pepsi, advertising the "Test Drive" video on Facebook was much more expensive from a CPM standpoint than two 30-second TV spots placed on Fox's American Idol. |
C. | Pepsi created a new social-media driven website called Pepsi MAX NASCAR with Danica Patrick as the spokesperson following the success of the "Test Drive" video. |
D. | The Pepsi MAX "Test Drive" video followed the successful "Uncle Drew" TV ads. |
E. | Pepsi MAX is a new, great-tasting energy drink in the introduction stage of its product life cycle that has "all the sugar and twice the caffeine" as regular Pepsi. |
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90. | Performance measures for social media are divided into two types:
A. | the number of photos uploaded and the number of characters typed (comments, tweets, etc.). |
B. | purchases made online and purchases made in a store as a result of a link from a social media website. |
C. | traditional media costs and social media costs. |
D. | the number of "views" of a YouTube video and the number of "likes" on Facebook. |
E. | those linked to inputs or costs and those tied to the outputs or revenues. |
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91. | An example of the ideal performance measure for social media advertising is one that
A. | links unique visitors and new products. |
B. | monitors registered users. |
C. | evaluates brand awareness. |
D. | ties actual sales revenues to the cost of the ad. |
E. | links brand buzz and consumers' emotional connections to the brand. |
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92. | Cost per thousand (CPM) is a measure in which
A. | a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it—but not whether the user has actually reacted to it. |
B. | 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. |
C. | a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. |
D. | a fixed amount of money that is paid to a site for posting an ad for a finite amount of time. |
E. | a fixed discount is given to a visitor for clicking on an ad. |
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93. | A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as
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94. | 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
A. | click-through rate (CTR). |
B. | cost per thousand (CPM). |
D. | cost per action (CPA). |
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95. | Cost per click is a measure in which
A. | a fixed amount of money is paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website. |
B. | a fixed amount of money is paid to the site for every sale that originated from an ad posted on that site. |
C. | a fixed amount of money is paid to a site for posting an ad for a finite amount of time. |
D. | a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month. |
E. | a fixed discount is given to a visitor for clicking on an ad. |
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96. | A company paying a set amount to Facebook for every time a user clicks on its ad is using __________ as a performance measure, whereas a company that pays for every 1,000 times its ad loads on a Facebook page and people may see it is using __________ as a performance measure.
A. | variable fee; fixed fee |
B. | cost per click; cost per thousand |
C. | fixed fee; variable fee |
D. | cost per thousand; cost per click |
E. | traditional cost; social media cost |
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97. | Cost per action refers to
A. | a fixed amount of money paid to the site for every time a visitor clicks on the ad. |
B. | a fixed amount of money paid to the site for placement of the ad. |
C. | a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. |
D. | a fixed percentage the site gets paid for placing the ad. |
E. | a fixed discount given to a visitor for clicking on the ad. |
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98. | The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.
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99. | 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
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 50 cents 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. |
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100. | Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address), and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as
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101. | Users or members to social networking websites are
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. |
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102. | 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
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103. | In terms of performance measures, fans are
A. | the total number of unique visitors to a Facebook page in a given time period. |
B. | the number of people who have opted in to a brand's messages through a social media platform at a given time. |
C. | the percentage of people who have clicked on a link on the page to visit a specific site. |
D. | the number of people who interact with a post ("like," make a comment, and so on) divided by the total number of people seeing the post. |
E. | the brand's share or percentage of all the online social media chatter related to its product category or a topic. |
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104. | As a performance measure, share of voice is
A. | the number of comments users are making on a product or a brand. |
B. | the percentage of comments users are making on the unique videos posted about a product or brand. |
C. | the brand's percentage of all the online social media chatter related to a product category or topic. |
D. | the number of users tweeting about a brand or product. |
E. | the number of users chatting online about a brand or product. |
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105. | The number of times a Facebook page is loaded in a given time period is referred to as
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106. | In terms of performance measures important to marketing managers, unique visitors are
A. | the total number of pages fans visit on any of a brand's social media sites in a given time period. |
B. | the total number of Facebook page views in one day. |
C. | the total number of product website views on YouTube. |
D. | visitors who post unique comments on a product's Facebook page. |
E. | the total number of unique visitors to a Facebook page in a given time period. |
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107. | 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).
D. | fans; unique page views |
E. | visitors; unique visitors |
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108. | The number of page views divided by visitors in a given time period is referred to as
B. | the average page views per visitor. |
D. | the average website view rate. |
E. | the overall interaction rate. |
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109. | The performance measure of average page views per visitor is the number of
A. | visitors who land on a brand's Facebook page divided by the number who arrive by clicking on a Google ad. |
B. | visitors to a brand's website. |
C. | visitors who view pages and comment in a given time period. |
D. | page views divided by visitors in a given time period. |
E. | total visitors to a website divided by those who click on a link. |
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110. | The total number of people who connect with a post (for example, "like" or make a comment) divided by the total number of people seeing the post is the
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111. | The interaction rate is
A. | the total number of people who are fans of the post divided by the total number of people in the target demographic. |
B. | the number of people who "like" a post. |
C. | the number of people who read a post on a page divided by the total number of people seeing the post. |
D. | the number of people who connect with a post divided by the total number of people seeing the post. |
E. | the number of people who visit the product website and click on at least one link. |
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112. | The click-through rate is
A. | the percentage of recipients who have clicked on a link on the page to visit a specific site. |
B. | the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link. |
C. | the percentage of customers who buy a product from the brand website. |
D. | the total number of people who have visited a brand's Facebook page and have become Facebook fans. |
E. | the total number of people who have purchased the product online divided by the number of people viewing the page. |
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113. | The percentage of recipients who have clicked on a link on the page to visit a specific site is the
A. | fan follow-through percentage. |
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114. | Where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad—is referred to as a
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115. | A fan source is
A. | where a social network following comes from—with every source being of equal value. |
B. | where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad. |
C. | all Facebook fans in the target demographic for a particular brand. |
D. | the number of fans who interact with a Facebook page. |
E. | the number of fans who are evangelists for a brand. |
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116. | Performance measures for social media are
A. | less specific than those for traditional media. |
B. | easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers. |
C. | easiest to track using Twitter. |
D. | more specific than those for traditional media. |
E. | the same as for traditional media. |
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117. | All of the following are social media performance measures except
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118. | Pinterest is
A. | a video-sharing website in which users can upload, view, and comment on videos. |
B. | a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized, themed "boards" to categorize their images and then sharing them with other members of the community. |
C. | a website where users create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them. |
D. | a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. |
E. | a website that enables users to send and receive messages up to 140 characters long. |
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119. | 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?
A. | Boys and Girls Clubs of America |
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120. | 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
A. | focus efforts on gaining YouTube views. |
B. | ensure that social media will cross into traditional media. |
C. | find ways to maximize social over traditional media. |
D. | find ways to use both social and traditional media. |
E. | focus efforts on sports-related media such as ESPN.com. |
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121. | Smart systems are
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. |
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122. | Computer-based networks that trigger actions by sensing changes in the real or digital world are known as
A. | global marketing platforms. |
C. | intelligence technologies. |
E. | social networking sites. |
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123. | The convergence of real and digital worlds is the result of
A. | the work of William Gibson, who coined the term cyberspace. |
B. | the implementation of ideas found in science fiction films and books. |
C. | the unlimited proliferation of interlinked smartphones, tablet devices, sensors, sophisticated algorithms, databases, and other elements. |
D. | Steve Jobs, the late visionary CEO of Apple, Inc. |
E. | the researchers at Xerox Palo Alto Research Center (PARC). |
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124. | The convergence of real and digital worlds has been made possible by all of the following except
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125. | __________-enabled smartphones gave mobile consumers access to online ads, local restaurant promotions, and time-sensitive discounts at retailers.
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126. | Which of the following manages the largest database that can respond to queries in facts, photos, and direct answers?
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127. | Apps are
A. | computer-based networks that trigger actions by sensing changes in the real or digital world. |
B. | software programs to measure the number of times an ad loads on a web page. |
C. | small, downloadable software programs that can run on tablet devices or smartphones. |
D. | a failed marketing gimmick to advertise the benefits of smartphones. |
E. | programs that can be used to organize large groups of people to form protests on social networking sites. |
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128. | If a clothing store is hoping to let customers know of its competitive prices on jeans, a useful smartphone app to spread this information most likely would be
B. | an app that conducts price-comparison searches. |
D. | an app released by Facebook that lets customers receive discounts for "checking in" at a store location. |
E. | an app that lets a customer look at different brands and order the one he/she wants. |
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129. | 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.
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 extensions |
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131. | StuffDOT's vision is to
A. | compete directly with online sites such as Macy's online store. |
B. | wage a battle for niceness by addressing bullying being faced by young girls. |
C. | use the affiliate fees and commissions to grow its business. |
D. | reward users for what they are already doing online. |
E. | share images of favorite things by women for other women. |
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Short Answer Questions
132. | What are social media?
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133. | Describe the two factors that are used to classify social media.
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134. | 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.
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135. | What are the four guidelines to engage fans on Facebook?
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136. | What are the main ways brand managers can use Twitter?
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137. | Describe the communications process of both traditional media and social media.
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138. | What is the role of a brand manager in advertising on social media like Facebook?
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139. | 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.
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140. | Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.
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141. | What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take in the convergence of the real and digital worlds?
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142. | What are apps and what significance do they have with respect to convergence?
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