Question 1

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 take longer to produce and use a team of specialists for production while an individual can produce social media quickly and inexpensively.

Question 2

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

Facebook,Twitter,LinkedIn,and YouTube are four widely used options in the world of social media discussed in the text.

Question 3

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

Individuals and organizations can establish themselves as "experts" in their given field,thereby becoming "influencers" in that field.For example,The New York Times has immense credibility among newspaper media.But with social media,a sender often simply begins to participate in the conversation,hoping that the quality of the message will establish credibility with the receivers,thereby enhancing the sender's influence.

Question 4

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

Key term definition-Facebook.

Question 5

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

Recent research has suggested the following guidelines to engage fans on Facebook: (1)be creative,(2)make it familiar but with a twist,(3)keep it fresh,and (4)learn users' passions and let them guide content.

Question 6

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

Accepted Answer

Facebook has also enhanced its capabilities with its recent acquisitions of Instagram (photo sharing),WhatsApp (messaging),and Oculus (virtual reality).

Question 7

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.

Question 8

Figure 19-1
 
-One dimension,________,is used to classify social media and is shown above in Figure 19-1 on the y-axis,ranging from "impersonal" to "very personal."
A)user-generated content
B)technical skill
C)self-disclosure
D)media richness
E)channel

Accepted Answer

Self-disclosure refers to sharing of one's thoughts,feelings,likes,and dislikes where greater self-disclosure is likely to increase one's influence on those reached.

Question 9

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)YouTube
C)Facebook
D)LinkedIn
E)Pinterest

Accepted Answer

While primarily a powerful network in helping users find jobs,LinkedIn has also found a niche in helping small businesses network to reach potential customers.

Question 10

Figure 19-1
 
-One dimension,________,is used to classify social media and is shown above in Figure 19-1 on the x-axis,ranging from "words" to "animation."
A)user-generated content
B)technical skill
C)self-disclosure
D)media richness
E)channel

Accepted Answer

Media richness involves the degree of acoustic,visual,and personal contact between two communication partners.

Question 11

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 into 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 12

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

Key term definition-Facebook.

Question 13

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 14

To generate traffic to a Facebook Page for a brand,which is 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 any forms of advertising.
E)Paid ads and sponsored stories can appear on a user's profile page.

Accepted Answer

To generate new customers and increase traffic to their Facebook Pages,brand managers can use paid ads and sponsored stories within the Facebook advertising platform.An advantage of these Facebook ads is that the content can migrate into Facebook conversations among friends - to the delight of advertisers.

Question 15

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

Half of all Facebook users have more than 200 friends in their network,and 18- to 29-year-olds have 300.

Question 16

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 kinds of media can be redesigned to reach either a mass market or specialized segments.

Question 17

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 four 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 e-mail.
E)Facebook has a nominal fee to join,depending on country of origin.

Accepted Answer

With over 1.94 billion monthly active users-one in every four people on the planet-Facebook is truly the 900-pound gorilla among all social media.

Question 18

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

A Facebook page,such as the one for StuffDOT,contains all of the elements that are of interest to brand managers except the ability to "tweet" a comment.

Question 19

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

StuffDOT is a place for people to post the things they like and earn rewards for their recommendations and online purchases.It differs from other social-sharing websites because users "dot" their favorite things to StuffDOT and receive financial rewards or commissions when someone purchases that item.Commissions can be redeemed for gift cards with many major retailers,including Amazon and Target.StuffDOT campus ambassadors actively promote the site nationally through workshops,social media marketing,word of mouth,and promotional partnerships with events and businesses on college campuses.StuffDOT start-up targets college-aged women.

Question 20

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

Producing traditional media typically requires specialized skills and training and often involves teams of people.

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

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

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

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?

Facebook continues to enhance its capabilities;it recently acquired

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

Figure 19-1 -One dimension,________,is used to classify social media and is shown above in Figure 19-1 on the y-axis,ranging from "impersonal" to "very personal."

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?

Figure 19-1 -One dimension,________,is used to classify social media and is shown above in Figure 19-1 on the x-axis,ranging from "words" to "animation."

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

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 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.

To generate traffic to a Facebook Page for a brand,which is mode of advertising on Facebook?

Which of the following statements is true about Facebook?

In what way are traditional and social media similar?

Which of the following statements about Facebook is most accurate?

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

All of the following are true about StuffDOT 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