Question 1

Liveroze Inc. is an online bookstore that is to be launched soon. The store would sell all genres of books at reasonable costs. Liz, the owner of the bookstore, wishes to make the best use of social media to attract book lovers across the world. She aims to make Liveroze Inc. the best and most-preferred online bookstore.
-Which of the following websites would help Liz target potential customers accurately and help her reach out to the maximum number of people in a short time?

Accepted Answer

Facebook is the best choice as it has the highest number of active users worldwide and offers advanced targeting options for ads and promotions. This would help Liz reach out to potential customers accurately and maximize her reach in a short time. Twitpic, LinkedIn, Flickr, and Picasa do not have as many active users as Facebook and may not be as effective in reaching out to a larger audience.

Question 2

Liveroze Inc. is an online bookstore that is to be launched soon. The store would sell all genres of books at reasonable costs. Liz, the owner of the bookstore, wishes to make the best use of social media to attract book lovers across the world. She aims to make Liveroze Inc. the best and most-preferred online bookstore.
-Which of the following would be most useful for Liz to regularly update her customers about new, available products and promotional deals and also to communicate the success and publicity achieved by her bookstore to raise customers' perception of the company?

Accepted Answer

A corporate blog would be the most useful tool for Liz to regularly update her customers about new products, promotional deals, and communicate the success and publicity achieved by her bookstore. It provides an opportunity to engage with customers on a more personalized level and build a relationship with them. Additionally, a corporate blog is search engine optimized, which means that it will improve the online visibility of the company and attract more potential customers. Flickr, LinkedIn, YouTube, and Picasa are not suitable for this purpose.

Question 3

The extent of control advertisers enjoy is high in earned media.

Accepted Answer

Earned media refers to publicity gained through promotional efforts, not paid for or owned by the advertiser. As such, advertisers have limited control over earned media, as it is primarily influenced by the opinions and actions of third-party sources such as journalists, bloggers, and social media users.

Question 4

The number of virtual friends on social media is very close to number of friends most people know in person.

Accepted Answer

According to a study conducted by Robin Dunbar, the average number of friends a person has on social media is around 150, which is much higher than the number of close friends a person has in real life. Dunbar has suggested that the maximum number of people with whom one can maintain stable social relationships is around 150, known as "Dunbar's number." Therefore, the number of virtual friends is not very close to the number of friends most people know in person.

Question 5

Thought-sharing sites, like blogs, are not effective in providing customer education.

Accepted Answer

Thought-sharing sites, like blogs, can be effective in providing customer education by offering detailed information and insights on specific products, services or topics from the standpoint of industry experts, brand custodians or users themselves. Blogs can help customers make informed decisions by guiding them through the pros and cons of different options, sharing tips and best practices, responding to FAQs, or providing the latest updates on trends or innovations. Therefore, blogs can serve as an essential tool for building brand reputation, boosting customer engagement, driving traffic, and establishing thought leadership.

Question 6

The consumers who are most likely to use mobile media also are likely to buy from technology and fashion-oriented firms.

Accepted Answer

Consumers who are early adopters of mobile technology and frequently use mobile media are also likely to be interested in technology and fashion, making them more likely to be potential customers for firms in these industries.

Question 7

As part of a new promotion strategy, Patrick plans to announce a photo-posting contest.Customers are awarded points for posting the pictures of the food they order in any of the restaurants.For every 100 points the customers earn, they are treated to a free dinner for two people.Which of the following websites is Patrick likely to use as a platform for customers to upload their pictures?

Accepted Answer

Flickr is a popular photo-sharing website that allows users to easily upload and share their photos. It also has features that allow users to organize and tag their photos, making it easy for Patrick to track and monitor the photo submissions. Additionally, Flickr allows for easy integration with other social media platforms, such as Facebook and Twitter, allowing Patrick to promote the contest to a wider audience.

Question 8

A demerit of using social networking sites like Facebook to promote a product is that accurate targeting and segmentation of interested customers is difficult to achieve.

Accepted Answer

Social networking sites like Facebook have advanced targeting and segmentation tools that allow advertisers to reach specific groups of interested customers based on demographics, interests, behaviors, and more, making it easier to target accurately.

Question 9

A team of professors from different fields of study have decided to launch their own platform that has educational content useful for students at both school and university levels. The platform would have informative, instructional content presented in textual, interactive, and other interesting formats as appropriate for self-learning. In addition, the professors plan to conduct workshops and competitions. They also offer scholarship opportunities to one student every year to pursue higher education.
-Being active in which of the following sites would help the platform gain quick visibility?

Accepted Answer

Facebook is the most popular social media platform with over 2.8 billion monthly active users. It offers various tools for promotion such as creating pages, groups, and events. These tools would help the professors to quickly reach a larger audience, including students, parents, educators, and other professionals. In addition, Facebook allows for targeted advertising to specific demographics and interests, helping the platform to reach potential users who are interested in educational content.

Question 10

The restaurant regularly posts tips and recipes for its customers.It also invites them to share tips and recipes that are rare or unique to their culture.On which of the following forums is one most likely to find these posts?

Accepted Answer

The restaurant's blog is the most likely forum to find these posts, as it is a platform for sharing information and engaging with customers. YouTube videos may also feature recipes, but they are typically more visual and less focused on text-based tips. LinkedIn profiles are more professional in nature and may not be as conducive to sharing cultural recipes. Print media articles and local newspaper flyers may mention the restaurant's offerings, but are unlikely to provide detailed recipe information.

Question 11

The role of earned media is expand reach and credibility of the brand's message.

Accepted Answer

Earned media refers to publicity gained through promotional efforts other than paid advertising. It includes things like word-of-mouth, social media shares, press coverage, and reviews. Because this type of coverage is often seen as more objective and trustworthy than paid advertising, it can help brands expand the reach of their message and enhance their credibility with consumers.

Question 12

Which of the following would be a suitable choice for the restaurant chain to allow its customers to communicate regarding any issues, suggestions, and ideas, and build a strong relationship with the chain?

Accepted Answer

A corporate blog would be the best choice for the restaurant chain to allow its customers to communicate regarding any issues, suggestions, and ideas, and build a strong relationship with the chain. A blog allows customers to engage in a conversation with the restaurant chain, leave comments, and share their experiences. The restaurant chain can also share news, updates, and new menu items with customers through the blog. This would create a sense of community and increase customer loyalty towards the restaurant chain. Flickr, LinkedIn, YouTube, and Picasa are not suitable choices for this purpose.

Question 13

Educating the customer is an opportunity for the marketers to expand the overlap of the benefits they provide with customer requirements.

Accepted Answer

Educating the customer about the benefits of a product or service is an opportunity for marketers to show how their offering can fulfill customer requirements, thereby expanding the overlap between the benefits provided and customer needs. This can lead to greater customer satisfaction, loyalty, and increased sales.

Question 14

In the context of the 4E framework for social media, educating the customer involves communicating offers and promotions that are relevant to interested, target customers.

Accepted Answer

Educating the customer in the 4E framework for social media involves providing valuable information to the customer about the product or service, not just communicating offers and promotions. It's about teaching the customer how the product or service can add value to their lives.

Question 15

Liveroze Inc. is an online bookstore that is to be launched soon. The store would sell all genres of books at reasonable costs. Liz, the owner of the bookstore, wishes to make the best use of social media to attract book lovers across the world. She aims to make Liveroze Inc. the best and most-preferred online bookstore.
-Which of the following media options should Liz make use of to advertise the launch of her bookstore to a large number of people irrespective of the expense?

Accepted Answer

TV commercials would be the best option to reach a large number of people despite the cost. As Liveroze Inc. is an online bookstore, advertising on local newspapers or using Picasa or LinkedIn would not be as effective. A corporate blog may help in enhancing the brand image, but it may not result in a significant increase in audience reach.

Question 16

A team of professors from different fields of study have decided to launch their own platform that has educational content useful for students at both school and university levels. The platform would have informative, instructional content presented in textual, interactive, and other interesting formats as appropriate for self-learning. In addition, the professors plan to conduct workshops and competitions. They also offer scholarship opportunities to one student every year to pursue higher education.
-Which of the following websites would be most useful for the professors to find like-minded people who would support them in this endeavour?

Accepted Answer

LinkedIn is a professional social network that allows users to connect with people in their field of work or interest. Therefore, it can be an excellent platform for the professors to find like-minded people who can support them in their educational venture. They can connect with professionals from different academic backgrounds who can bring different expertise to the project. Moreover, LinkedIn has groups and communities that allow people to share their ideas, insights and network with like-minded individuals.

Question 17

Which of the following websites would be the least effective choice to advertise their website and popularize it among students?

Accepted Answer

Picasa is a photo-sharing website and would not be an effective choice to advertise a website aimed at students. Facebook, Twitter, YouTube, and Google+ are all popular social media platforms that have a large user base among students and would be effective choices to advertise and popularize a website.

Question 18

Marketing videos help leverage social capital to build brand identity and relationships.

Accepted Answer

Marketing videos are a powerful tool that businesses can use to build their brand identity and foster deeper relationships with their audience. By creating videos that are informative, entertaining, and engaging, businesses can leverage the power of social media to reach a wider audience, increase brand awareness, and ultimately drive sales. Additionally, by sharing these videos on social media platforms, businesses can tap into their social capital and encourage their followers to share the videos with their own networks, further increasing the reach and impact of the brand.

Question 19

Liveroze Inc. is an online bookstore that is to be launched soon. The store would sell all genres of books at reasonable costs. Liz, the owner of the bookstore, wishes to make the best use of social media to attract book lovers across the world. She aims to make Liveroze Inc. the best and most-preferred online bookstore.
-Which of the following websites would help Liz effectively excite her clients?

Accepted Answer

The answer of  Liveroze Inc. is an online bookstore...

Question 20

A restaurant chain has hired Patrick as its new marketing manager to implement the restaurant's new marketing strategies. The restaurant looks to expand its customer base and retain its customers in the face of competition from other restaurants. The restaurant also offers home-delivery service at additional charges. Building a strong relationship with its customers and improving sales are priorities among the objectives of the restaurant chain.
-Which of the following websites would help Patrick identify and target potential customers accurately, reach out to the maximum number of people in a short time, and excite them with promotional deals and offers on the foods offered?

Accepted Answer

Facebook is the best option as it allows businesses to advertise and target specific demographics based on interests, location, and other relevant information. It also offers the ability to create and share promotions and deals with followers, enabling the restaurant to reach a wide audience quickly. Twitpic, YouTube, Flickr, and Picasa are all image and video sharing platforms that are not ideal for marketing promotions or targeting potential customers accurately.

Quiz 16: Social and Mobile Marketing