Question 1

The convergence of real and digital worlds has been made possible by all of the following except which?

Accepted Answer

A)   sensors
B)   newspapers
C)   databases
D)   smartphones
E)   tablet devicesF) B) and E)
G) A) and E)

Question 2

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Accepted Answer

A)   user-generated content.
B)   social value.
C)   self-disclosure.
D)   media richness.
E)   emotive content.F) A) and E)
G) A) and C)

Question 3

The number of times a Facebook page is loaded in a given time period is referred to as

Accepted Answer

A)   page views.
B)   page rate.
C)   page load rate.
D)   load rate.
E)   view rate.F) A) and B)
G) C) and D)

Question 4

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 B)
G) D) and E)

Question 5

Compared with earlier forms of the Web,Web 2.0

Accepted Answer

A)  content is no longer seen as being created and published in final form exclusively by one author.
B)  includes multiple technical updates and formalized rules.
C)  utilizes greater bandwidth that allows for faster media downloads from the Internet.
D)  incorporates new functionalities that are customized to each individual.
E)  uses a technical interface that is more user-friendly.F) All of the above
G) A) and C)

Question 6

In classifying social media,self-disclosure is

Accepted Answer

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 email communications contribute to one's online profile.
E)   behavior that leads to an unfavorable impression by other online users.F) C) and E)
G) A) and D)

Question 7

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 8

Performance measures for social media are

Accepted Answer

A)   more likely to track short-term goals than those for traditional media.
B)   harder to track than traditional media such as newspapers and magazines because marketing managers can get real figures for the circulation numbers.
C)   easiest to track using Twitter.
D)   more specific than those for traditional media because of the ease of tracking online behavior.
E)   very predictive when it comes to anticipating what will go viral.F) All of the above
G) A) and B)

Question 9

Which social network has found a niche in helping small business networks reach potential customers,as well as filling its traditional role of connecting job seekers and jobs?

Accepted Answer

A)   Twitter
B)   Pinterest
C)   YouTube
D)   Facebook
E)   LinkedInF) B) and E)
G) A) and B)

Question 10

As a performance measure for social networks,share of voice is

Accepted Answer

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.F) A) and C)
G) C) and E)

Question 11

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

Question 12

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

Accepted Answer

A)   use profiles of company employees for business-to-business image building and networking with industry-related groups.
B)   monitor profiles for negative mentions of the brand.
C)   create a profile for the brand with a fictional "typical" brand user.
D)   try to accumulate online "followers" for the business.
E)   request to be linked with potentially lucrative customers.F) A) and B)
G) A) and C)

Question 13

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.

Accepted Answer

A)   $17
B)   $53
C)   $83
D)   $145
E)   $174F) A) and B)
G) C) and E)

Question 14

Describe the communications process of both traditional media and social media.

Accepted Answer

Traditional media use one-way communicat...

Question 15

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

Accepted Answer

A)   vlogger.
B)   Google Hangout.
C)   fan source.
D)   fan base.
E)   friend pool.F) None of the above
G) A) and B)

Question 16

What are social media?
 Give two examples.

Accepted Answer

Social media represent a unique blending...

Question 17

The social network primarily used for professional networking and job searching is

Accepted Answer

A)   Twitter.
B)   LinkedIn.
C)   Facebook.
D)   YouTube.
E)   Facetime.F) B) and C)
G) C) and D)

Question 18

All of the following statements about user-generated content (UGC) are true except which?

Accepted Answer

A)   UGC is published on a publicly accessible website and created by end users.
B)   UGC includes 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 email, but is published on a publicly accessible website.F) All of the above
G) A) and D)

Question 19

Twitter can be a good source of information about a brand or product because of its

Accepted Answer

A)   short message length.
B)   photo-sharing capability.
C)   ability to display user-generated video content.
D)   ownership of CoTweet.
E)   ability to post professional profiles.F) A) and D)
G) B) and E)

Question 20

StuffDOT's vision is to

Accepted Answer

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.F) A) and C)
G) A) and E)

Exam 16: Using Social Media and Mobile Marketing to Connect With Consumers

Twitter can be a good source of information about a brand or product because of its

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

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

The convergence of real and digital worlds has been made possible by all of the following except which?

Correct AnswerverifiedShow Answer

The number of times a Facebook page is loaded in a given time period is referred to as

Correct AnswerverifiedShow Answer

What are social media? Give two examples.

Correct AnswerverifiedSocial media represent a unique blending...View AnswerShow Answer

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

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

Compared with earlier forms of the Web,Web 2.0

Correct AnswerverifiedShow Answer

In classifying social media,self-disclosure is

Correct AnswerverifiedShow Answer

Which social network has found a niche in helping small business networks reach potential customers,as well as filling its traditional role of connecting job seekers and jobs?

Correct AnswerverifiedShow Answer

Describe the communications process of both traditional media and social media.

Correct AnswerverifiedTraditional media use one-way communicat...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

As a performance measure for social networks,share of voice is

Correct AnswerverifiedShow Answer

The social network primarily used for professional networking and job searching is

Correct AnswerverifiedShow Answer

All of the following statements about user-generated content (UGC) are true except which?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

StuffDOT's vision is to

Correct AnswerverifiedShow Answer

Performance measures for social media are

Correct AnswerverifiedShow Answer

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Social media represent a unique blending...
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Marketing managers know that social medi...
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Traditional media use one-way communicat...
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