Question 1

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

Accepted Answer

A)  production of traditional media require specialized skills and a team of people.
B)  traditional media include Facebook and Twitter.
C)  social media only reaches niche audiences.
D)  social media is relatively expensive to produce.
E)  the content of social media cannot be altered after publication.F) B) and E)
G) B) and D)

Question 2

Which of the following statements is true about Facebook?

Accepted Answer

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 spend one out of every seven minutes logged onto the Internet.
E)  Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.F) C) and D)
G) All of the above

Question 3

Through a network of businesspeople known as __________,members of LinkedIn gain an introduction to someone they wish to know through a mutual,trusted contact.

Accepted Answer

A)  "followers"
B)  "colleagues"
C)  "contacts"
D)  "connections"
E)  "friends"F) All of the above
G) B) and E)

Question 4

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

Accepted Answer

A)  	fan follow-through percentage.
B)  	click-through rate.
C)  	pass-through rate.
D)  	recipient rate.
E)  	website click rate.F) B) and E)
G) D) and E)

Question 5

As a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the firm's customer base?

Accepted Answer

A)  hiring celebrities to tweet about using its product
B)  running a promotion,such as a contest,on Twitter
C)  use tweets to drive traffic to the brand's website
D)  all of the above
E)  none of the above.F) B) and E)
G) A) and B)

Question 6

Whereas traditional media build credibility through "experts" being "influencers" in a particular field,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.

Accepted Answer

A)  "digital thread"
B)  "conversation"
C)  "amateur discussion"
D)  "discussion pool"
E)  "information superhighway"F) A) and B)
G) A) and C)

Question 7

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

Accepted Answer

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.F) All of the above
G) A) and E)

Question 8

Traditional media use one-way communication to advertise their products.The consumers are therefore referred to as __________.

Accepted Answer

A)  one-way consumers
B)  passive receivers
C)  active-receivers
D)  traditional consumers
E)  traditional receiversF) A) and D)
G) B) and D)

Question 9

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

Accepted Answer

According to Buddy Media,first focus con...

Question 10

The concept underlying Bitter Girls focuses on

Accepted Answer

A)  the most-popular-girl-in-her-high-school-class model.
B)  bringing introverted girls out of their shells.
C)  increasing the assertiveness of shy girls.
D)  a message that is uplifting and empowering for girls.
E)  the least-popular-girl-in-her-high-school-class model.F) B) and D)
G) B) and E)

Question 11

Social networks are

Accepted Answer

A)  dating websites.
B)  Internet browsers.
C)  specific social media like Facebook or YouTube.
D)  the replacement for e-mail to send private messages.
E)  social media websites that are the highest in media richness.F) None of the above
G) A) and E)

Question 12

If a brand manager wanted to use LinkedIn to promote his/her brand,the best way would be to

Accepted Answer

A)  monitor profiles for negative mentions of their brand.
B)  create a profile for his/her brand.
C)  use profiles of company employees for business-to-business image building.
D)  try to accumulate online "followers" for the business.
E)  buy ad space on the LinkedIn website.F) A) and E)
G) C) and D)

Question 13

In classifying social media,media richness is __________,whereas self-disclosure is __________.

Accepted Answer

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 FacebookF) A) and C)
G) B) and D)

Question 14

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 __________ the influence on those reached.

Accepted Answer

A)  decrease
B)  not affect
C)  undermine
D)  manipulate
E)  increaseF) D) and E)
G) B) and C)

Question 15

-According to Figure 16-4 above,which social network was closest to Facebook terms of unique U.S.visitors per month as of May 2012?

Accepted Answer

A)  LinkedIn
B)  YouTube
C)  Twitter
D)  Angry Birds
E)  Plants vs.ZombiesF) A) and B)
G) A) and C)

Question 16

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)  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 costF) A) and B)
G) D) and E)

Question 17

Web 2.0 is a term that describes

Accepted Answer

A)  a technical update of the World Wide Web.
B)  the highly interactive web content created by 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.F) C) and E)
G) A) and B)

Question 18

Online content that is published on a publicly accessible website or social networking site is a criterion of

Accepted Answer

A)  social networks.
B)  user generated content (UG
C)  .
C)  blogs.
D)  wikis.
E)  YouTube.F) A) and C)
G) B) and E)

Question 19

Marketers can use one of two strategies: the first strategy uses Groupons and LivingSocial Deals,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 __________.

Accepted Answer

A)  "passive receivers"; "active receivers"
B)  an older demographic; a younger demographic
C)  wealthy; disadvantaged
D)  "active receivers"; "passive receivers"
E)  "evangelists"; "brand ambassadors"F) A) and C)
G) C) and D)

Question 20

An example of a smart system is (are)

Accepted Answer

A)  social networking sites at colleges and universities.
B)  a location-based app downloaded to a GPS-enabled smartphone.
C)  global marketing strategies that leverage advertising assets to multiple countries.
D)  convergent systems.
E)  online retailers.F) A) and D)
G) B) and D)

Exam 16: Using Social Media to Connect With Consumers

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

Correct Answer
verified

As a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the firm's customer base?

Correct Answer
verified

Which of the following statements is true about Facebook?

Correct Answer
verified

If a brand manager wanted to use LinkedIn to promote his/her brand,the best way would be to

Correct Answer
verified

Social networks are

Correct Answer
verified

-According to Figure 16-4 above,which social network was closest to Facebook terms of unique U.S.visitors per month as of May 2012?

Correct Answer
verified

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

Correct Answer
verified

The concept underlying Bitter Girls focuses on

Correct Answer
verified

Through a network of businesspeople known as __________,members of LinkedIn gain an introduction to someone they wish to know through a mutual,trusted contact.

Correct Answer
verified

Traditional media use one-way communication to advertise their products.The consumers are therefore referred to as __________.

Correct Answer
verified

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

Correct Answer
verified
According to Buddy Media,first focus con...
View 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 Answer
verified

Whereas traditional media build credibility through "experts" being "influencers" in a particular field,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.

Correct Answer
verified

Web 2.0 is a term that describes

Correct Answer
verified

Correct Answer
verified

An example of a smart system is (are)

Correct Answer
verified

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 __________ the influence on those reached.

Correct Answer
verified

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

Correct Answer
verified

Online content that is published on a publicly accessible website or social networking site is a criterion of

Correct Answer
verified

In classifying social media,media richness is ,whereas self-disclosure is .

Correct Answer
verified

Exam 16: Using Social Media to Connect With Consumers

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

Correct AnswerverifiedShow Answer

As a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the firm's customer base?

Correct AnswerverifiedShow Answer

Which of the following statements is true about Facebook?

Correct AnswerverifiedShow Answer

If a brand manager wanted to use LinkedIn to promote his/her brand,the best way would be to

Correct AnswerverifiedShow Answer

Social networks are

Correct AnswerverifiedShow Answer

-According to Figure 16-4 above,which social network was closest to Facebook terms of unique U.S.visitors per month as of May 2012?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The concept underlying Bitter Girls focuses on

Correct AnswerverifiedShow Answer

Through a network of businesspeople known as __________,members of LinkedIn gain an introduction to someone they wish to know through a mutual,trusted contact.

Correct AnswerverifiedShow Answer

Traditional media use one-way communication to advertise their products.The consumers are therefore referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAccording to Buddy Media,first focus con...View AnswerShow 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

Whereas traditional media build credibility through "experts" being "influencers" in a particular field,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.

Correct AnswerverifiedShow Answer

Web 2.0 is a term that describes

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An example of a smart system is (are)

Correct AnswerverifiedShow Answer

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 __________ the influence on those reached.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Online content that is published on a publicly accessible website or social networking site is a criterion of

Correct AnswerverifiedShow Answer

In classifying social media,media richness is __________,whereas self-disclosure is __________.

Correct AnswerverifiedShow Answer

Correct Answer
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verified
According to Buddy Media,first focus con...
View 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 Answer
verified

Correct Answer
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verified

In classifying social media,media richness is ,whereas self-disclosure is .

Correct Answer
verified