Question 1

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.
A) $17
B) $53
C) $83
D) $145
E) $174

Accepted Answer

A recent study found that a "like" or "friend" to a brand's Facebook page is worth an astounding $174 in terms of product spending,brand loyalty,and "propensity to recommend" the site to others.

Question 2

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

Accepted Answer

The description matches the features of Facebook, where users can create their profile, add friends, exchange comments, photos, videos, and likes with them. Twitter allows making short posts with a limited number of characters, Vimeo is a video-sharing platform, YouTube is for video sharing and viewing, and LinkedIn is a professional networking site.

Question 3

Which of the following statements about Facebook is most accurate?
A) Facebook is the third most-used social network.
B) Facebook has a global presence-one in every five people on the planet use this site.
C) Facebook has almost 80 million active users.
D) Facebook's most commonly used tool lets people keep in touch through private, long text entries similar to email.
E) Facebook has a nominal fee to join, depending on country of origin.

Accepted Answer

According to the statement, Facebook has a global presence and one in every five people on the planet use this site, which makes it the most accurate statement among the given options. Option A is not accurate as Facebook is the most-used social network. Option C is outdated as Facebook currently has over 2.7 billion monthly active users. Option D is inaccurate as Facebook's most commonly used tool is its news feed, which allows users to scroll through and interact with posts from friends and pages they follow. Option E is also inaccurate as Facebook has always been free to join.

Question 4

In what way are traditional and social media similar?
A) They both require specialized training.
B) They both rely upon contributions from established "experts" to create credibility and social authority.
C) They both can reach either large or niche audiences.
D) They both are relatively inexpensive or free to produce.
E) They both produce content that can be altered after posting or publication.

Accepted Answer

Both traditional and social media have the potential to reach either large or niche audiences. For example, a television program can reach millions of viewers, while a specialized magazine can cater to a smaller, more specific readership. Similarly, a social media platform can have millions of users, but an individual's account may only be followed by a few hundred people who share their interests.

Question 5

Facebook continues to enhance its capabilities; it recently acquired
A) Twitter.
B) Pinterest.
C) Vimeo.
D) Snapchat.
E) Oculus Rift.

Accepted Answer

Facebook acquired Oculus Rift, a virtual reality company, in 2014 to expand its capabilities in the emerging field of VR. This move shows Facebook's commitment to exploring new technologies and improving user experiences.

Question 6

The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response.This goal can be accomplished by all of the following except which?
A) updating content regularly to keep it fresh
B) using familiar imagery and messaging, but adding a twist
C) learning users' passions
D) letting users guide content
E) posting Instagram videos on the left side of the Facebook Page

Accepted Answer

Posting Instagram videos on the left side of the Facebook Page is not a suggested or proven method to generate the best response on a Facebook page. The other options are all effective ways to achieve the marketing goal.

Question 7

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
A) production of traditional media requires specialized skills and a team of people.
B) social media are rejected by older and less affluent target markets.
C) social media only reach niche audiences.
D) social media are relatively expensive to produce.
E) the content of social media cannot be altered after publication.

Accepted Answer

Traditional media such as newspapers, television shows, and radio broadcasts require a team of professionals with specialized skills such as editors, journalists, producers, and writers to create and produce content. Social media platforms, on the other hand, allow individuals and businesses to create and publish content with little to no specialized skills or equipment.

Question 8

All of the following are true about StuffDOT except which?
A) StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item.
B) StuffDOT start-up targets college-aged women.
C) StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city.
D) StuffDOT campus ambassadors are a major force behind the platform's growth.
E) StuffDOT financial rewards can be redeemed for gift cards with many major retailers.

Accepted Answer

The statement "StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city" is not true about StuffDOT. While StuffDOT does allow users to earn cash rewards for promoting products they "dot", it is not a marketplace or deal site. The other statements are true - StuffDOT targets college-aged women, campus ambassadors are important to the platform's growth, and rewards can be redeemed for gift cards.

Question 9

Figure 16-1

-One dimension,________,is used to classify social media and is shown in Figure 16-1 on the -axis,ranging from "impersonal" to "very personal."
A) user-generated content
B) social value
C) self-disclosure
D) media richness
E) emotive content

Accepted Answer

The answer of Figure 16-1

-One dimension,________,is used to classify...

Question 10

All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations except which?
A) Twitter
B) YouTube
C) Facebook
D) LinkedIn
E) Snapchat

Accepted Answer

The four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations are Twitter, YouTube, Facebook, and LinkedIn. Snapchat is not included in the list.

Question 11

Facebook is
A) a website where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive "tweets," messages up to 140 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.

Accepted Answer

Facebook is a social networking website where users can create a personal profile, add other users as friends, and connect with them through comments, photos, videos, and "likes."

Question 12

A Facebook page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers except which?
A) a cover image
B) Facebook page posts that appear in the news feed of those who have "liked" the page
C) the number of people who saw a specific post
D) the ability to "tweet" a comment on an ad a firm has posted on its Facebook page
E) the number of people who clicked the "Like" button

Accepted Answer

The ability to "tweet" a comment on an ad a firm has posted on its Facebook page is not a feature of Facebook pages. Twitter is a separate social media platform that allows users to "tweet" comments.

Question 13

Individuals and organizations can establish themselves as "experts" in their given field,thereby becoming "influencers" in that field.But 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,thereby enhancing the sender's influence.
A) digital thread
B) conversation
C) amateur discussion
D) discussion pool
E) information superhighway

Accepted Answer

Social media is all about conversations and engagement. By participating in conversations and providing quality messages, a sender can establish credibility and become an influencer in their field. Option B, "conversation," best reflects this idea. Options A, C, D, and E do not fully encompass the essence of social media and the role of influencers.

Question 14

To generate traffic to a Facebook page for a brand,what is another mode of advertising on Facebook?
A) Messages can be sent to the inbox on a user's profile page.
B) Pop-up ads can appear after a user logs in.
C) Facebook will place links to other webpages on its home page.
D) Facebook does not allow for any other forms of advertising.
E) Paid ads and sponsored stories can appear on a user's profile page.

Accepted Answer

Paid ads and sponsored stories can be targeted to specific demographics and interests, ensuring that the brand's Facebook page is seen by potential customers who may not have otherwise discovered it. This mode of advertising is a highly effective way to generate traffic to a Facebook page for a brand.

Question 15

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

Accepted Answer

Traditional media, such as television ads and billboards, can take longer to produce and typically involve a team of specialists. Social media, on the other hand, can be produced quickly and inexpensively by an individual.

Question 16

To create a successful advertising campaign on Facebook,a good strategy is for a brand manager to use it to
A) create ads that will appear in a specified, strategic position on every page when users log in to their profiles.
B) create and send an e-mail message to every registered Facebook user.
C) create video ads with a funny, engaging, character spokesperson for the brand that will capture users' attention and go viral.
D) create ads that incorporate controversial topics such as religion and politics to get Facebook users to "like" their page.
E) create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.

Accepted Answer

Video ads with a funny,engaging,character spokesperson like the Aflac Duck will become identified with the brand,and if Facebook users enjoy the ad,they may "like" it,talk about it with their friends,and forward it on to other users causing it to "go viral."

Question 17

Figure 16-1

-One dimension,________,is used to classify social media and is shown in Figure 16-1 on the -axis,ranging from "words" to "animation."
A) user-generated content
B) technical skill
C) self-disclosure
D) media richness
E) channel

Accepted Answer

The one dimension used in Figure 16-1 is media richness, ranging from "words" to "animation." Media richness refers to the degree of visual, vocal, and personality cues in a medium, which determine how well it can convey information and facilitate understanding between people. Social media platforms can be classified based on their level of media richness, with text-based platforms like Twitter and Facebook at the low end, and video-based platforms like YouTube and Snapchat at the high end.

Question 18

Which of the following statements is true about Facebook?
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 gets more video uploads than any other social media site.
D) Facebook users aged 18 to 29 years old have an average of about 300 friends on the site.
E) Facebook's primary purpose is enabling users to network and connect with others in their profession.

Accepted Answer

According to a 2019 Pew Research Center survey, Facebook users between the ages of 18 and 29 have an average of about 300 friends. A is incorrect because Facebook has the most registered users of any social media site. B is incorrect because Facebook requires users to be at least 13 years old. C is incorrect because YouTube receives the most video uploads. E is incorrect because while professional networking is a feature of Facebook, its primary purpose is social networking.

Question 19

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?
A) Twitter
B) Pinterest
C) YouTube
D) Facebook
E) LinkedIn

Accepted Answer

LinkedIn has found a niche in helping small business networks reach potential customers through its professional network capabilities, as well as its traditional role of connecting job seekers and jobs. It has features such as company pages, targeted advertising, and messaging that make it a valuable tool for small businesses to engage with potential customers and promote their brand.

Question 20

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

Accepted Answer

Marketing managers know that social media are very different from traditional media such as newspapers or even radio or television.Social media and traditional media have both similarities and differences that impact marketing strategies.In terms of similarities,both kinds of media can be designed to reach either a mass market or specialized segments.

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

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.

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

Which of the following statements about Facebook is most accurate?

In what way are traditional and social media similar?

Facebook continues to enhance its capabilities; it recently acquired

The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response.This goal can be accomplished by all of the following except which?

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

All of the following are true about StuffDOT except which?

Figure 16-1 -One dimension,________,is used to classify social media and is shown in Figure 16-1 on the -axis,ranging from "impersonal" to "very personal."

All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations except which?

Facebook is

A Facebook page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers except which?

To generate traffic to a Facebook page for a brand,what is another mode of advertising on Facebook?

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

To create a successful advertising campaign on Facebook,a good strategy is for a brand manager to use it to

Figure 16-1 -One dimension,________,is used to classify social media and is shown in Figure 16-1 on the -axis,ranging from "words" to "animation."

Which of the following statements is true about Facebook?

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?

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