Question 1

All of the following are tips experts recommend to student job seekers using LinkedIn except which?
A) Write an informative, short, memorable profile headline.
B) Include an appropriate photo of yourself.
C) Include as many recommendations as you can get.
D) Fill in the Skills & Expertise section with keywords that recruiters use in their searches.
E) Set your profile to "public" and include its URL on your resume.

Accepted Answer

Experts recommend having quality recommendations rather than a large quantity. It's more important to have meaningful endorsements from credible sources.

Question 2

Which of the following is a guideline for marketing and promoting a brand using YouTube?
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) Include humorous content to attract as many viewers as possible.
D) Exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story.
E) Limit the video to one minute or less, the same as a TV or radio ad time limit.

Accepted Answer

The three guidelines on marketing and promoting a brand using YouTube are: (1)exploit visual aspects of your message,perhaps sacrificing product messages to tell a more entertaining story;(2)create a branded channel rich in keywords to improve the odds of the video showing up in user searches;and (3)target viewers by using YouTube's insights and analytics research to reveal the number of views,the number of visits to your website,and what keywords are driving user visits.

Question 3

YouTube would be an excellent social network to advertise all of the following products which?
A) power tools
B) financial services
C) cars
D) deep sea diving vacations
E) blenders

Accepted Answer

The answer of YouTube would be an excellent social network...

Question 4

Within the context of social media, an "evangelist" is an online user who
A) who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand.
B) tries to promote an anticonsumerism agenda to other online users, hindering the effectiveness of online advertisements.
C) is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends.
D) is indifferent or neutral to advertisements on social networks.
E) is an advocate who develops his/her own Facebook, Twitter, and/or YouTube following and therefore should be contacted by advertisers about placing an ad on his/her website.

Accepted Answer

An "evangelist" in social media is someone who is genuinely enthusiastic about a brand and shares their positive experiences with others, often without being paid.

Question 5

All of the following statements about YouTube are true except which?
A) YouTube is owned by Google.
B) Advertisers have the option of targeting YouTube ads based on people's Google search histories.
C) Many companies now offer video content through organized channels.
D) YouTube assists small businesses in managing key words for their video ads on the website.
E) Most content is uploaded by professional musicians, videographers, and businesspeople.

Accepted Answer

Most content on YouTube is uploaded by individual users, not primarily by professional musicians, videographers, and businesspeople.

Question 6

Figure 17-4
-Recalling Figure 17-4 above, which social network has both the highest number of users and the highest monthly market share of visits?
A) LinkedIn
B) YouTube
C) Twitter
D) Facebook
E) Pinterest

Accepted Answer

Facebook is known to have the highest number of users and the highest monthly market share of visits among social networks.

Question 7

An active consumer who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand is referred to as
A) an expert.
B) a follower.
C) an end receiver.
D) a traditional consumer.
E) an evangelist.

Accepted Answer

An evangelist is a highly satisfied and active consumer who spreads positivity about a brand through word-of-mouth communication to their online friends and the company.

Question 8

________ marketing program is that portion of a company's integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network.
A) A viral
B) A social media
C) An active user
D) A webrooming
E) A customerization

Accepted Answer

The description perfectly matches the definition of a social media marketing program, which focuses on creating and sharing online media content that engages viewers and encourages social sharing. Option A (viral) also sounds accurate but is too narrow and does not encompass the full scope of a social media marketing program, which involves various platforms beyond viral videos. Options C (active user), D (webrooming), and E (customerization) are unrelated to the concept of online media content creation and social sharing.

Question 9

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be
A) Pinterest.
B) LinkedIn.
C) Twitter.
D) YouTube.
E) a personal blog.

Accepted Answer

YouTube is the most popular video-sharing platform with over two billion monthly active users. Posting the video on YouTube will give it the maximum exposure and allow a wider audience to view, share and engage with the content, hence it is the best choice for video marketing purposes.

Question 10

In comparing social media, a brand manager might assess ________ and the characteristics of a site's visitors.
A) the availability of a social network to run apps
B) the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics
C) the number of users or monthly market share of visits
D) the ability of the social network to pull controversial content
E) the site's ability to present the results of keyword searches to improve the odds of a firm's products showing up in user searches

Accepted Answer

A brand manager would assess the number of users or monthly market share of visits to understand the reach and potential impact of their marketing efforts on a social media platform.

Question 11

The most-watched videos on ________ are Luis Fonsi's "Despacito," Wiz Khalifa's "See You Again," and Ed Sheeran's "Shape of You," with 5.1 billion, 3.5 billion, and 3.4 billion views, respectively.
A) YouTube
B) Pinterest
C) Twitter
D) Facebook
E) LinkedIn

Accepted Answer

YouTube is the platform known for hosting music videos and other content that can accumulate billions of views, unlike the other options listed.

Question 12

The social network that is used solely for sharing videos is
A) Google.
B) Facebook.
C) YouTube.
D) Twitter.
E) LinkedIn.

Accepted Answer

YouTube is a social media platform that is used solely for sharing videos. Users can upload, view, and share videos on a variety of topics, ranging from music videos to educational content to vlogs. Unlike other social networks like Facebook and Twitter, YouTube's focus is entirely on video content, making it the best choice for this question.

Question 13

A social media marketing plan's purpose is to reach
A) a captive audience who pays close attention to marketing information and buys products online.
B) end users who buy products online.
C) traditional consumers who buy products in retail stores.
D) active consumers who will communicate with their online friends and the company about the joys of using a brand.
E) multichannel buyers who browse products online and buy them in stores.

Accepted Answer

A social media marketing plan is intended to reach active consumers who are engaged with the brand and are likely to share their positive experiences with friends and followers on social media. These individuals can help spread the word about the brand and attract new customers through their social networks. While some social media marketing may also target multichannel buyers or online shoppers, these audiences may not be the primary focus of the plan.

Question 14

In a recent survey of small-business owners, 41 percent see ________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the textbook.
A) Facebook
B) Groupon
C) YouTube
D) Twitter
E) LinkedIn

Accepted Answer

The question mentions that the chosen social network was seen as more beneficial than the others discussed in the textbook. LinkedIn is often used for professional networking and small business owners may see it as a way to connect with potential clients, partners, or employees. Therefore, LinkedIn is the most likely choice.

Question 15

The degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network is referred to as customer
A) influencing.
B) interaction.
C) filtering.
D) engagement.
E) evangelism.

Accepted Answer

Customer engagement refers to the degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network. It includes activities such as liking, commenting, sharing, and reviewing products or services on social media platforms. It is an important metric for businesses to measure as it indicates the level of customer satisfaction and loyalty.

Question 16

A social media marketing plan should reach ________ in hope that they become "influentials" and eventually "evangelists."
A) two-way communicators
B) end users
C) active consumers
D) followers
E) connections

Accepted Answer

The answer of A social media marketing plan should reach...

Question 17

Through a network of businesspeople known as ________, members of LinkedIn might gain an introduction to someone they wish to know through a mutual contact.
A) followers
B) colleagues
C) contacts
D) connections
E) friends

Accepted Answer

The correct term used by LinkedIn to describe the network of businesspeople is "connections." Members of LinkedIn may gain introductions through mutual connections on the platform.

Question 18

If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would be to
A) join groups of industry professionals to demonstrate the organization's capabilities in particular areas.
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.

Accepted Answer

Joining groups of industry professionals allows the brand manager to connect with others in the same field and demonstrate the organization's capabilities, which can lead to valuable connections and potential customers. Monitor profiles for negative mentions is important, but it is a reactive approach, whereas joining groups is proactive. Creating a profile with a fictional user may come across as inauthentic and not be effective in promoting the brand. Trying to accumulate online followers can also be helpful, but joining industry groups may lead to more meaningful connections. Requesting to be linked with potentially lucrative customers is a good strategy, but joining groups allows for a wider network of connections.

Question 19

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is
A) YouTube.
B) LinkedIn.
C) Facebook.
D) Twitter.
E) Google Chrome.

Accepted Answer

YouTube is the best social network to use when explaining the benefits of a complex product to consumers because videos can provide a visual demonstration of how the product works and its benefits. This can be more effective than written descriptions or static images. Additionally, YouTube has a large and diverse audience that can be easily reached through targeted advertising and influencer partnerships.

Question 20

YouTube 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 short messages up to 280 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 website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Accepted Answer

YouTube is a video-sharing website where users can upload, distribute, view, and comment on videos.

Quiz 17: Using Social Media and Mobile Marketing to Connect With Consumers

All of the following are tips experts recommend to student job seekers using LinkedIn except which?

Which of the following is a guideline for marketing and promoting a brand using YouTube?

YouTube would be an excellent social network to advertise all of the following products which?

Within the context of social media, an "evangelist" is an online user who

All of the following statements about YouTube are true except which?

Figure 17-4 -Recalling Figure 17-4 above, which social network has both the highest number of users and the highest monthly market share of visits?

An active consumer who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand is referred to as

________ marketing program is that portion of a company's integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network.

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be

In comparing social media, a brand manager might assess ________ and the characteristics of a site's visitors.

The most-watched videos on ________ are Luis Fonsi's "Despacito," Wiz Khalifa's "See You Again," and Ed Sheeran's "Shape of You," with 5.1 billion, 3.5 billion, and 3.4 billion views, respectively.

The social network that is used solely for sharing videos is

A social media marketing plan's purpose is to reach

In a recent survey of small-business owners, 41 percent see ________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the textbook.

The degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network is referred to as customer

A social media marketing plan should reach ________ in hope that they become "influentials" and eventually "evangelists."

Through a network of businesspeople known as ________, members of LinkedIn might gain an introduction to someone they wish to know through a mutual contact.

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

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

YouTube is