Question 1

One of the advantages of social media is that communities can form around ideas,interests,and commonalities regardless of the physical location of their members.The best way to use this advantage to market a product is to

Accepted Answer

A)  identify the niche audience of consumers to target and choose the appropriate social network to reach this audience.
B)  use Facebook to reach the niche audience of consumers because it is the largest and most popular social network.
C)  use Twitter to create a buzz in the niche audience of consumers to target and get them "tweeting."
D)  identify consumers in the niche audience who are "passive receivers."E) None of the above
F) A) and B)

Question 2

Facebook's charging for user actions that generate more sales for advertisers demonstrates

Accepted Answer

A)  the influence of social network users in the marketplace.
B)  the monopoly of Facebook over the marketplace.
C)  the increasing effectiveness of advertising on social networking sites.
D)  the convergence of social networking sites with each other.E) B) and D)
F) A) and B)

Question 3

The convergence of real and digital worlds is the result of

Accepted Answer

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) A) and B)
F) A) and C)

Question 4

As the brand manager,how would you use social media to drive traffic to the Bitter Girls website? In your answer,include your rationale for using each type of social media.

Accepted Answer

As the brand manager, I would use social...

Question 5

Social media advertising is helpful to brand managers because consumers are __________.

Accepted Answer

A)  end users 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 UGC to both friends and advertisersE) A) and B)
F) A) and C)

Question 6

The three guidelines on marketing and promoting a brand using YouTube include: (1) create a channel rich in key words to improve the odds of the video showing up in user searches; (2) target viewers by using YouTube's insights and analytics research to reveal the number of views,where they originate within YouTube,and what key words are driving user visits; and (3) __________.

Accepted Answer

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)  remember that money matters-cost is a factor
D)  include humorous content to attract as many viewers as possibleE) None of the above
F) C) and D)

Question 7

An example of a performance measure linked to inputs or costs in social media advertising is

Accepted Answer

A)  Facebook allows companies' ads to show up in pop-up windows throughout the site.
B)  Facebook charges companies to create a Facebook Page for their brands.
C)  Facebook staff members create ads for companies who want to advertise on Facebook.
D)  Facebook charges for ads to appear along the right-hand section of a Facebook webpage.E) A) and D)
F) B) and C)

Question 8

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

Accepted Answer

A)  take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual
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 themE) None of the above
F) A) and B)

Question 9

A consumer who is out shopping and searching for a particular product can find the store with the best price by using

Accepted Answer

A)  Instagram.
B)  Twitter.
C)  an app released by The Find, where a customer can search for the product among 500,000 stores.
D)  an app released by Facebook that lets customers receive discounts for "checking in" at a store location.E) None of the above
F) A) and B)

Question 10

The AOI marketing team used the following approach in its Bitter Girls marketing strategy to develop a following in its target market by

Accepted Answer

A)  setting up a Twitter account for each of the Bitter Girls.
B)  producing a six-minute YouTube video, featuring a one-minute cameo appearance by each girl.
C)  creating a hypothetical LinkedIn "connection" for each Bitter Girl.
D)  creating an official Facebook Page, developed a story line on Facebook, and ran highly targeted Facebook ads.E) A) and B)
F) C) and D)

Question 11

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)  "amateur discussion"
C)  "discussion pool"
D)  "conversation"E) None of the above
F) A) and C)

Question 12

TB Figure: 2 
-According to TB Figure 2,which social network was closest to Facebook in terms of unique U.S.visitors per month as of September 2011?

Accepted Answer

A)  LinkedIn
B)  YouTube
C)  Twitter
D)  Angry BirdsE) A) and B)
F) All of the above

Question 13

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Accepted Answer

A)  negotiated cost.
B)  cost per thousand.
C)  cost per action.
D)  cost per click.E) A) and D)
F) A) and C)

Question 14

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 presentationE) A) and C)
F) A) and B)

Question 15

Which of the following responses does the textbook recommend a brand manager take during a social media attack on a brand?

Accepted Answer

A)  Respond immediately to the attack with aggression to get the attackers to back down.
B)  Ignore your detractors so they will stop commenting.
C)  Communicate your solution through multiple social media platforms.
D)  Use only traditional media to reach the target audience because the issues can be explored in greater detail that way.E) B) and C)
F) A) and D)

Question 16

How does the relationship between YouTube and Vimeo reflect the development of television network?

Accepted Answer

The relationship between YouTube and Vim...

Question 17

Marketers can use one of two strategies: the first strategy uses Groupon and Living Social 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) A) and B)
F) All of the above

Question 18

All of the following are described as best practices for companies using social media as part of their strategy,except:

Accepted Answer

A)  mindfulness of consumer privacy
B)  targeted communications to the audience
C)  engaging, interactive, and entertaining
D)  stifling negative commentsE) C) and D)
F) B) and C)

Question 19

It is important for marketers to reach college-age students in Canada using social media because:

Accepted Answer

A)  college-age students are sensitive to the environment, which carries over to their media usage.
B)  only a small percentage of students check their Facebook pages.
C)  Internet advertising is ineffective with this age group.
D)  social media is the information source they use to make buying decisions.E) A) and B)
F) A) and C)

Question 20

TB Figure: 3 
-Using the information provided in TB Figure 3,what is the MOST LIKELY profile of a Facebook visitor?

Accepted Answer

A)  a male, under 25 years old, earning less than $25, 000, with at most a high school diploma
B)  a female, 55 + years old, earning $25,000 to $49,999, with at least a college degree
C)  a female, 45 to 54 years old, earning $25, 000 to $74,999, with some college education
D)  a male, 18 to 34 years old, earning $25,000 to $9,999, with a bachelor's degreeE) B) and D)
F) None of the above

Exam 20: Using Social Media to Connect With Consumers

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

Correct Answer
verified

Which of the following responses does the textbook recommend a brand manager take during a social media attack on a brand?

Correct Answer
verified

The convergence of real and digital worlds is the result of

Correct Answer
verified

An example of a performance measure linked to inputs or costs in social media advertising is

Correct Answer
verified

Brand managers use both traditional and social media to promote and advertise their products; traditional media ,while social media .

Correct Answer
verified

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Correct Answer
verified

One of the advantages of social media is that communities can form around ideas,interests,and commonalities regardless of the physical location of their members.The best way to use this advantage to market a product is to

Correct Answer
verified

A consumer who is out shopping and searching for a particular product can find the store with the best price by using

Correct Answer
verified

TB Figure: 2 -According to TB Figure 2,which social network was closest to Facebook in terms of unique U.S.visitors per month as of September 2011?

Correct Answer
verified

As the brand manager,how would you use social media to drive traffic to the Bitter Girls website? In your answer,include your rationale for using each type of social media.

Correct Answer
Answered by ExamLex AI
As the brand manager, I would use social...
View Answer

It is important for marketers to reach college-age students in Canada using social media because:

Correct Answer
verified

TB Figure: 3 -Using the information provided in TB Figure 3,what is the MOST LIKELY profile of a Facebook visitor?

Correct Answer
verified

Facebook's charging for user actions that generate more sales for advertisers demonstrates

Correct Answer
verified

How does the relationship between YouTube and Vimeo reflect the development of television network?

Correct Answer
Answered by ExamLex AI
The relationship between YouTube and Vim...
View 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 Answer
verified

All of the following are described as best practices for companies using social media as part of their strategy,except:

Correct Answer
verified

Social media advertising is helpful to brand managers because consumers are __________.

Correct Answer
verified

Correct Answer
verified

The AOI marketing team used the following approach in its Bitter Girls marketing strategy to develop a following in its target market by

Correct Answer
verified

Correct Answer
verified

Exam 20: Using Social Media to Connect With Consumers

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

Correct AnswerverifiedShow Answer

Which of the following responses does the textbook recommend a brand manager take during a social media attack on a brand?

Correct AnswerverifiedShow Answer

The convergence of real and digital worlds is the result of

Correct AnswerverifiedShow Answer

An example of a performance measure linked to inputs or costs in social media advertising is

Correct AnswerverifiedShow Answer

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 for every 1,000 times an ad loads and a visitor might see it is referred to as

Correct AnswerverifiedShow Answer

One of the advantages of social media is that communities can form around ideas,interests,and commonalities regardless of the physical location of their members.The best way to use this advantage to market a product is to

Correct AnswerverifiedShow Answer

A consumer who is out shopping and searching for a particular product can find the store with the best price by using

Correct AnswerverifiedShow Answer

TB Figure: 2 -According to TB Figure 2,which social network was closest to Facebook in terms of unique U.S.visitors per month as of September 2011?

Correct AnswerverifiedShow Answer

As the brand manager,how would you use social media to drive traffic to the Bitter Girls website? In your answer,include your rationale for using each type of social media.

Correct AnswerAnswered by ExamLex AIAs the brand manager, I would use social...View AnswerShow Answer

It is important for marketers to reach college-age students in Canada using social media because:

Correct AnswerverifiedShow Answer

TB Figure: 3 -Using the information provided in TB Figure 3,what is the MOST LIKELY profile of a Facebook visitor?

Correct AnswerverifiedShow Answer

Facebook's charging for user actions that generate more sales for advertisers demonstrates

Correct AnswerverifiedShow Answer

How does the relationship between YouTube and Vimeo reflect the development of television network?

Correct AnswerAnswered by ExamLex AIThe relationship between YouTube and Vim...View AnswerShow 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

All of the following are described as best practices for companies using social media as part of their strategy,except:

Correct AnswerverifiedShow Answer

Social media advertising is helpful to brand managers because consumers are __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The AOI marketing team used the following approach in its Bitter Girls marketing strategy to develop a following in its target market by

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Brand managers use both traditional and social media to promote and advertise their products; traditional media ,while social media .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
As the brand manager, I would use social...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
The relationship between YouTube and Vim...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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