Question 1

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 E)
G) B) and D)

Question 2

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 a(n) __________.

Accepted Answer

A)  "expert"
B)  "follower"
C)  "end-receiver"
D)  "traditional consumer"
E)  "evangelist"F) None of the above
G) A) and D)

Question 3

What is another term that is sometimes used interchangeably with "social media?"

Accepted Answer

A)  net platforms
B)  Web 3.0
C)  user generated content
D)  user platforms
E)  peer-to-peer networkingF) D) and E)
G) B) and E)

Question 4

A fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as

Accepted Answer

A)  click-through rate (CTR) .
B)  cost per thousand (CPM) .
C)  fixed fee rate (FFR) .
D)  cost per action (CP
A)  .
E)  cost per click (CP
C)  .F) A) and E)
G) A) and D)

Question 5

Web 2.0 is a term that describes

Accepted Answer

A)  the functionalities of the World Wide Web that made possible the high 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.F) A) and B)
G) None of the above

Question 6

While brand managers use both traditional and social media to promote and advertise their products,traditional media __________,while social media __________.

Accepted Answer

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

Question 7

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)  FacebookE) A) and D)
F) B) and C)

Question 8

Which of the following statements about Facebook is most accurate?

Accepted Answer

A)  Facebook is the third most-used social network.
B)  Facebook has a global presence and is accessible in over 70 languages.
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.F) A) and E)
G) B) and C)

Question 9

A wiki is a

Accepted Answer

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

Question 10

Social media are

Accepted Answer

A)  online games.
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.F) A) and B)
G) A) and E)

Question 11

Blogs and wikis differ in that a blog is a diary that shows a __________,while a wiki shows the end result as a __________.

Accepted Answer

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 textF) B) and E)
G) A) and D)

Question 12

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale.That firm should use the performance measure of

Accepted Answer

A)  "cost per thousand," and pay $0.50 for every time an ad loads,up to $100 per month.
B)  a "negotiated measure," and pay $100 to post their ad for two weeks.
C)  "cost per click," and pay $0.50 for every visitor who clicks on the ad and goes to their website.
D)  "cost per action," and pay $50 for every purchase that originated from an ad on the site.
E)  "cost per liker," and pay $1.00 for every visitor who likes the advertised product.F) B) and C)
G) A) and B)

Question 13

Pinterest is:

Accepted Answer

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

Question 14

-Based on the social media identified in Figure 16-1 above,Foursquare is seen as

Accepted Answer

A)  low in self-disclosure and low in media richness.
B)  low in self-disclosure and medium in media richness.
C)  high in self-disclosure and high in media richness.
D)  high in self-disclosure and medium in media richness.
E)  low in self-disclosure and high in media richness.F) B) and C)
G) A) and C)

Question 15

-Based on the social media identified in Figure 16-1 above,the social media site rated highest in media richness and lowest in self-disclosure is

Accepted Answer

A)  Wikipedia.
B)  Facebook.
C)  Second Life.
D)  World of Warcraft.
E)  Farmville.F) B) and D)
G) A) and D)

Question 16

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

Accepted Answer

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

Question 17

-According to Figure 16-4 above,the correct rank order of social network sites from most to least popular as measured by the number of unique U.S.visitors as of May 2012 is

Accepted Answer

A)  Facebook,LinkedIn,YouTube,and Twitter.
B)  Facebook,Twitter,YouTube,and LinkedIn.
C)  Facebook,YouTube,Twitter,and LinkedIn.
D)  Facebook,YouTube,LinkedIn,and Twitter.
E)  Twitter,Facebook,YouTube,and LinkedIn.F) C) and D)
G) All of the above

Question 18

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

Accepted Answer

Marketing managers know that social medi...

Question 19

The interaction rate is

Accepted Answer

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

Question 20

Cost per action refers to

Accepted Answer

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.F) A) and E)
G) A) and D)

Exam 16: Using Social Media to Connect With Consumers

-Based on the social media identified in Figure 16-1 above,Foursquare is seen as

Correct AnswerverifiedShow Answer

What is another term that is sometimes used interchangeably with "social media?"

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A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale.That firm should use the performance measure of

Correct AnswerverifiedShow Answer

A wiki is a

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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 a(n) __________.

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

-Based on the social media identified in Figure 16-1 above,the social media site rated highest in media richness and lowest in self-disclosure is

Correct AnswerverifiedShow Answer

Social media are

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Pinterest is:

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Blogs and wikis differ in that a blog is a diary that shows a __________,while a wiki shows the end result as a __________.

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Which of the following statements about Facebook is most accurate?

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All of the following are differences between social and traditional media EXCEPT:

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

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

Cost per action refers to

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Web 2.0 is a term that describes

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While brand managers use both traditional and social media to promote and advertise their products,traditional media __________,while social media __________.

Correct AnswerverifiedShow Answer

A fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as

Correct AnswerverifiedShow Answer

The interaction rate is

Correct AnswerverifiedShow Answer

-According to Figure 16-4 above,the correct rank order of social network sites from most to least popular as measured by the number of unique U.S.visitors as of May 2012 is

Correct AnswerverifiedShow Answer

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Blogs and wikis differ in that a blog is a diary that shows a ,while a wiki shows the end result as a .

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Marketing managers know that social medi...
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While brand managers use both traditional and social media to promote and advertise their products,traditional media ,while social media .

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