Question 1

number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as
A) followers.
B) visitors.
C) lookers.
D) fans.
E) likers.

Accepted Answer

The term "fans" refers to people who have chosen to opt in to a brand's messages through a social media platform, indicating a higher level of engagement and loyalty than simply being a visitor or follower. While "likers" may also be a relevant term, it is not as commonly used as "fans" in social media marketing. "Lookers" is not a commonly used term in this context.

Question 2

fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as
A) online measure.
B) cost per thousand.
C) negotiated measure.
D) cost per action.
E) cost per click.

Accepted Answer

The fixed amount of money paid for every visitor who clicks on an ad and goes from the website to the advertiser's site is known as cost per click (CPC). This is a popular pricing model used in online advertising, where the advertiser pays the website or ad network for each click on their ad.

Question 3

per click is a performance measure in which __________,whereas cost per thousand is a performance measure in which __________.
A) a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000
B) a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000; a company paying a set amount to Facebook for every time a user clicks on its ad
C) a company paying a set amount to Facebook for every time a user clicks on its ad and goes to its website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000
D) a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company paying a set amount for the ad to be placed on the website for a certain amount of time
E) a company paying a set amount for the ad to be placed on the website for a certain amount of time; a company paying a set amount to Facebook for every purchase that originated from an ad on a website

Accepted Answer

Cost per click is a performance measure in which a company pays a set amount to Facebook for every time a user clicks on its ad and goes to its website. On the other hand, cost per thousand is a performance measure in which a company pays pennies for every time its ad loads on a Facebook page, up to $10,000.

Question 4

number of times a Facebook Page is loaded in a given time period is referred to as
A) page views.
B) page rate.
C) page load rate.
D) load rate.
E) view rate.

Accepted Answer

The number of times a Facebook Page is loaded in a given time period is referred to as page views.

Question 5

company paying a set amount to Facebook for every time a user clicks on its ad is known as __________,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook Page and people may see it is referred to as __________.
A) set rate; fixed amount
B) cost per click; cost per thousand
C) fixed amount; set rate
D) cost per thousand; cost per click
E) traditional cost; standard cost

Accepted Answer

The company paying for each click is using a "cost per click" (CPC) model, while paying for every 1,000 ad impressions is known as "cost per thousand" (CPM).

Question 6

terms of performance measures,fans are
A) the total number of unique visitors to a Facebook Page in a given time period.
B) the number of people who have opted in to a brand's messages through a social media platform at a given time.
C) the percentage of people who have clicked on a link on the Page to visit a specific site.
D) the number of people who interact with a Post ("like," make a comment, and so on) divided by the total number of people seeing the Post.
E) the brand's share or percentage of all the online social media chatter related to its product category or a topic.

Accepted Answer

Fans are the number of people who have opted in to a brand's messages through a social media platform at a given time.

Question 7

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time)and __________ (if someone visits five times in one day,he or she is counted once).
A) followers; fans
B) unique fans; visitors
C) fans; unique visitors
D) fans; unique page views
E) visitors; unique visitors

Accepted Answer

The measures described are specifically referring to "fans" (people who have opted in to a brand's messages) and "unique visitors" (counting each person only once even if they visit multiple times in one day). Choice A is incorrect because "followers" is not a commonly used measure on Facebook. Choice B is incorrect because "unique fans" is not a recognized measure on Facebook, and "visitors" is not the same as "fans" who have actively opted in to a brand's messages. Choice D is incorrect because "unique page views" is a different measure than "unique visitors" and does not specifically refer to fans who have opted in to a brand's messages. Choice E is incorrect because it only includes "visitors" and doesn't distinguish between those who have actively opted in to a brand's messages (fans) and those who have not.

Question 8

fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as
A) negotiated cost.
B) cost per thousand.
C) cost per action.
D) cost per click.
E) fixed cost.

Accepted Answer

Cost per thousand (CPM) is the fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it. This is a common pricing model for display advertising, where advertisers pay based on the number of impressions their ads receive.

Question 9

per thousand is a measure in which
A) a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it.
B) a fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site.
C) a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D) a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
E) a fixed discount given to a visitor for clicking on an ad.

Accepted Answer

Per thousand (CPM) is a metric used to measure the cost of online advertising campaigns. It refers to the price an advertiser pays for every 1,000 impressions, or the number of times an ad loads and is potentially seen by a visitor, regardless of whether they interact with it or not.

Question 10

Negotiated (cost)is a measure in which
A) a fixed amount of money paid to the site for every visitor who clicks on this ad and goes from the website to the advertiser's site.
B) a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
C) a fixed amount paid to a site for posting an ad for a finite amount of time.
D) a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month.
E) a fixed discount a visitor gets for clicking on the ad.

Accepted Answer

Negotiated cost refers to a fixed amount paid to a site for posting an ad for a finite amount of time, as it involves a pre-arranged agreement on the cost for the ad placement duration.

Question 11

fixed amount paid to a site for posting an ad for a finite amount of time is referred to as
A) cost per thousand (CPM).
B) cost per click (CPC).
C) cost per action (CPA).
D) negotiated (cost).
E) commission (cost).

Accepted Answer

The fixed amount paid for posting an ad for a finite amount of time is typically a negotiated cost. This means that the advertiser and the website owner will agree upon a specific amount to be paid for the ad placement, typically based on factors such as the ad's size, placement on the page, and duration of the ad campaign. This model is different from cost per thousand (CPM), cost per click (CPC), and cost per action (CPA), which are all performance-based models that are tied to specific user actions such as impressions, clicks, or conversions. Commission-based models (E) are also performance-based and usually apply to sales or leads generated through ad placements.

Question 12

terms of performance measures important to marketing managers,unique visitors are
A) the total number of pages fans visit on any of a brand's social media sites in a given time period.
B) the total number of Facebook Page views in one day.
C) the total number of product website views on YouTube.
D) visitors who post unique comments on a product's Facebook Page.
E) the total number of unique visitors to a Facebook Page in a given time period.

Accepted Answer

Unique visitors are the total number of individuals who have visited a website or a specific page on a website. It is important for marketing managers to track unique visitors as it gives them an idea of the reach of their marketing efforts and the size of their audience. In this case, the option E is the correct choice as it mentions unique visitors to a Facebook page, which is a commonly used platform for marketing purposes.

Question 13

performance measure of average Page views per visitor is the number of
A) visitors who land on a brand's Facebook Page by clicking on a Google ad.
B) visitors to a brand's website.
C) visitors who view pages and comment in a given time period.
D) page views divided by visitors in a given time period.
E) visitors to a website who click on a link.

Accepted Answer

Average page views per visitor is calculated by dividing the total number of page views by the total number of visitors in a given time period. Option D matches this definition. Options A, B, C, and E describe different types of visitors, landing pages, or actions on a website, but they do not provide a performance measure for average page views per visitor.

Question 14

a performance measure,share of voice is
A) the number of comments users are making on a product or a brand.
B) the percentage of comments users are making on the unique videos posted about a product or brand.
C) the brand's share or percentage of all the online social media chatter related to a product category or topic.
D) the number of users tweeting about a brand or product.
E) the number of users chatting online about a brand or product.

Accepted Answer

Share of voice is the percentage of all the online social media chatter related to a product category or topic that is attributed to a particular brand. It measures the brand's exposure and visibility on social media platforms.

Question 15

total number of people who interact with a Post (for example,"like" or make a comment)divided by the total number of people seeing the Post is the
A) fan rate.
B) liker rate.
C) reader rate.
D) active receiver rate.
E) interaction rate.

Accepted Answer

The interaction rate is the most accurate choice as it refers to the total number of people who interact with a post (i.e., like, comment, share) divided by the total number of people seeing the post. The other options (fan rate, liker rate, reader rate, active receiver rate) do not accurately describe this metric.

Question 16

per click is a measure in which
A) a fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site.
B) a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
C) a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
D) a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month.
E) a fixed discount given to a visitor for clicking on an ad.

Accepted Answer

Per click refers to a payment model where an advertiser pays a fixed amount of money to a website for every visitor who clicks on an ad and goes from the website to the advertiser's site. It is a common metric used in online advertising, particularly in pay-per-click (PPC) campaigns.

Question 17

per action refers to
A) a fixed amount of money paid to the site for every time a visitor clicks on the ad.
B) a fixed amount of money paid to the site for placement of the ad.
C) a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D) a fixed percentage the site gets paid for placing the ad.
E) a fixed discount given to a visitor for clicking on the ad.

Accepted Answer

"Per action" typically refers to a commission model where the site gets paid a fixed amount for every sale that can be directly attributed to the ad. This model is also known as Cost Per Action (CPA) or Cost Per Acquisition. It is different from Cost Per Click (CPC) where the site gets paid every time a visitor clicks on the ad, regardless of whether or not they make a purchase.

Question 18

number of Page views divided by visitors in a given time period is referred to as
A) daily page views.
B) the average page views per visitor.
C) website visitors per day.
D) the website view rate.
E) the interaction rate.

Accepted Answer

The number of page views divided by visitors in a given time period is the calculation for average page views per visitor. This metric is important for understanding how engaged visitors are with your website and can help identify opportunities for improving user experience and increasing return visits.

Question 19

business hoping to generate large online sales through posting ads on social networking sites but only pay when an ad actually generates a sale should use a performance measure of
A) "cost per action," and pay $50 for every purchase that originated from an ad on the site.
B) "cost per thousand," and pay $0.50 for every time an ad loads, up to $100 per month.
C) a "negotiated measure," and pay $100 to post their ad for two weeks.
D) "cost per click," and pay $0.50 for every visitor who clicks on the ad and goes to their website.
E) "cost per liker," and pay $1.00 for every visitor who likes the advertised product.

Accepted Answer

"Cost per action" means the business pays only when a specific action, such as a sale, is completed, aligning with the goal of paying only when an ad generates a sale.

Question 20

__________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.
A) cost per click.
B) cost per thousand.
C) negotiated measure.
D) cost per view.
E) cost per action.

Accepted Answer

Cost per action measures the cost of the social media ad to the specific action taken by the consumer, such as making a purchase or filling out a form. This measure is directly tied to the sales revenues generated by the ad, making it the most closely tied measure to cost and revenue.

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

number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as

per click is a performance measure in which ,whereas cost per thousand is a performance measure in which .

number of times a Facebook Page is loaded in a given time period is referred to as

company paying a set amount to Facebook for every time a user clicks on its ad is known as ,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook Page and people may see it is referred to as .

terms of performance measures,fans are

Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time) and (if someone visits five times in one day,he or she is counted once) .

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

per thousand is a measure in which

Negotiated (cost) is a measure in which

fixed amount paid to a site for posting an ad for a finite amount of time is referred to as

terms of performance measures important to marketing managers,unique visitors are

performance measure of average Page views per visitor is the number of

a performance measure,share of voice is

total number of people who interact with a Post (for example,"like" or make a comment) divided by the total number of people seeing the Post is the

per click is a measure in which

per action refers to

number of Page views divided by visitors in a given time period is referred to as

business hoping to generate large online sales through posting ads on social networking sites but only pay when an ad actually generates a sale should use a performance measure of

__________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.