Question 1

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 B)
G) A) and E)

Question 2

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) A) and D)
G) B) and D)

Question 3

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 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.F) C) and D)
G) B) and D)

Question 4

What is the challenge presented to brand managers by social media advertising?

Accepted Answer

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.F) None of the above
G) A) and E)

Question 5

All of the following are differences between social and traditional media except

Accepted Answer

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.F) A) and C)
G) B) and D)

Question 6

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Accepted Answer

A)  cost-per-click
B)  cost-per-thousand
C)  fixed-fee-rate
D)  cost-per-view
E)  cost-per-actionF) C) and D)
G) A) and C)

Question 7

Which of the following statements about user-generated content (UGC)  is most accurate?

Accepted Answer

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.F) C) and E)
G) B) and D)

Question 8

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

Accepted Answer

Social media can be classified based on ...

Question 9

Each of the following is a widely used social network based on impact to both consumers and organizations, except

Accepted Answer

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

Question 10

Social media can be classified based on: (1)  __________ and (2)  __________.

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

What is one way in which the Internet has changed and evolved to 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) A) and E)
G) None of the above

Question 13

Social media advertising is helpful to brand managers because consumers are

Accepted Answer

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.F) A) and D)
G) A) and C)

Question 14

Media richness is __________ in face-to-face communication than in telephone or e-mail communications.

Accepted Answer

A)  more equal
B)  lower
C)  higher
D)  more updated
E)  less updatedF) B) and E)
G) C) and D)

Question 15

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 E)
G) A) and B)

Question 16

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

Accepted Answer

A)  online advertisements.
B)  user-generated content (UG
C)  .
C)  blogs.
D)  wikis.
E)  YouTube.F) B) and C)
G) A) and E)

Question 17

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

Accepted Answer

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

Question 18

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 __________.

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 ambassadorsF) D) and E)
G) B) and E)

Question 19

All of the following are true about Facebook except

Accepted Answer

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.F) C) and D)
G) A) and B)

Question 20

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach

Accepted Answer

A)  two-way receivers.
B)  end receivers.
C)  active receivers.
D)  followers.
E)  connections.F) A) and B)
G) A) and C)

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

All of the following are differences between social and traditional media except

Correct Answer
verified

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

Correct Answer
verified

What is one way in which the Internet has changed and evolved to Web 2.0?

Correct Answer
verified

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

Correct Answer
verified

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

Correct Answer
verified

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

Correct Answer
verified
Social media can be classified based on ...
View Answer

What is the challenge presented to brand managers by social media advertising?

Correct Answer
verified

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Correct Answer
verified

Which of the following statements about user-generated content (UGC) is most accurate?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Each of the following is a widely used social network based on impact to both consumers and organizations, except

Correct Answer
verified

Social media can be classified based on: (1) and (2) .

Correct Answer
verified

Social media advertising is helpful to brand managers because consumers are

Correct Answer
verified

All of the following are true about Facebook except

Correct Answer
verified

Media richness is __________ in face-to-face communication than in telephone or e-mail communications.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach

Correct Answer
verified

Which of the following statements is true about Facebook?

Correct Answer
verified

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

All of the following are differences between social and traditional media except

Correct AnswerverifiedShow Answer

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

Correct AnswerverifiedShow Answer

What is one way in which the Internet has changed and evolved to Web 2.0?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

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

What is the challenge presented to brand managers by social media advertising?

Correct AnswerverifiedShow Answer

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

Correct AnswerverifiedShow Answer

Which of the following statements about user-generated content (UGC) is most accurate?

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

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

Correct AnswerverifiedShow Answer

Each of the following is a widely used social network based on impact to both consumers and organizations, except

Correct AnswerverifiedShow Answer

Social media can be classified based on: (1) __________ and (2) __________.

Correct AnswerverifiedShow Answer

Social media advertising is helpful to brand managers because consumers are

Correct AnswerverifiedShow Answer

All of the following are true about Facebook except

Correct AnswerverifiedShow Answer

Media richness is __________ in face-to-face communication than in telephone or e-mail communications.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach

Correct AnswerverifiedShow Answer

Which of the following statements is true about Facebook?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Social media can be classified based on ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Social media can be classified based on: (1) and (2) .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified