Question 1

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 __________.

Accepted Answer

YouTube is the largest video-sharing platform and has become the go-to platform for video marketing. As an offbeat and funny video would likely go viral, YouTube is the best choice to reach a broader audience and generate buzz about the latest Honda model. Additionally, YouTube provides the opportunity for viewers to share the video on other social media platforms, further increasing its reach.

Question 2

A feature-rich,micro-blogging platform that allows users to share text,photos,music,links,videos,and more is

Accepted Answer

Tumblr is a micro-blogging platform that allows users to share text, photos, music, links, videos, and more. It is feature-rich and allows for customization of blog themes and layouts. The platform has a strong community and is known for its ease of use and intuitive interface. The other options listed are more focused on specific types of media (Flickr for photos, Vimeo for videos, Pinterest for visual bookmarks).

Question 3

In using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing (1)the number of users or unique visitors to the website and (2)__________.

Accepted Answer

When selecting and using social media, a brand manager needs to assess not only the number of users but also the characteristics of these users. This will help determine if the social network is a good fit for the brand's target audience and if the brand can effectively engage with these users on the platform. Option B is not necessarily relevant for selecting a social network, while Option C is more relevant for measuring the effectiveness of social media efforts rather than selecting social networks. Option D may be important for brand safety but not as critical for selecting a social network. Option E is important for optimizing the brand's presence on social media but does not necessarily factor into the initial selection process.

Question 4

In using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing (1)__________ and (2)the characteristics of these visitors.

Accepted Answer

The number of users or unique visitors to the website is a key metric for assessing the potential reach and impact of a social network for brand promotion.

Question 5

__________ is a content sharing network where members "affix" images,videos,and more to "boards" they create,which are categorized into different themes.

Accepted Answer

The description matches the features of Pinterest, where users create boards and pin images, videos and other content to their boards under different categorizations or themes.

Question 6

The three guidelines on marketing and promoting a brand using YouTube include: (1)exploit visual aspects of your message,perhaps sacrificing product messages to tell a more entertaining story; (2)create a branded channel rich in key words to improve the odds of the video showing up in user searches;and (3)__________.

Accepted Answer

Targeting viewers by using YouTube's insights and analytics research can help in refining the marketing strategy and reaching the desired audience effectively.

Question 7

__________ users simply snap a photo,choose a specialized filter to alter the look and feel of the image,and share the image with family and friends.

Accepted Answer

The description matches the features of Instagram, where users can take photos, apply filters, and share the images with others. Tumblr, Flickr, Vimeo, and StumbleUpon do not have the same specialized photo editing and sharing features.

Question 8

According to Figure 19-4 above,Facebook had about __________ unique U.S.visitors as of mid-2013.

Accepted Answer

Looking at the graph, it appears that Facebook had approximately 139 million unique U.S. visitors as of mid-2013.

Question 9

The three guidelines on marketing and promoting a brand using YouTube include: (1)__________; (2)create a branded channel rich in key words 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,where they originate within YouTube,and what key words are driving user visits.

Accepted Answer

Exploiting visual aspects of your message is a key guideline for marketing on YouTube, as it leverages the platform's strength in visual storytelling to engage viewers, even if it means focusing more on entertainment than direct product messaging.

Question 10

Marketers can use one of two strategies: the first strategy uses Facebook Pages and YouTube Channels,and the second strategy uses ads in newspapers,magazines,and on TV.The difference between these two types of marketing strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.

Accepted Answer

The first strategy using Facebook Pages and YouTube Channels targets consumers who actively seek out and engage with content, making them 'active receivers.' The second strategy using ads in newspapers, magazines, and on TV targets consumers who are more passively receiving the message through these traditional advertising channels, making them 'passive receivers.'

Question 11

Social media advertising is helpful to brand managers because consumers are __________.

Accepted Answer

Social media advertising allows brand managers to target active receivers who not only receive the advertising but also generate user-generated content that can be shared with friends and advertisers. This creates a form of word-of-mouth advertising and can increase brand awareness and consumer engagement. Option A and B only refer to the consumers' behavior of buying products online, which may not be directly related to their response to social media advertising. Option C and E refer to traditional forms of buying behavior that may not be relevant to social media advertising.

Question 12

Traditional media (the sender)use one-way communication directly to the ultimate consumer to advertise marketers' products.These consumers are therefore referred to as __________.

Accepted Answer

Traditional media use one-way communication to directly advertise products to consumers, who are often passive receivers of the message. They receive the message without actively engaging with the sender and may not have the opportunity to provide feedback or ask questions in real-time.

Question 13

An "active receiver" who is "delighted" with the brand advertised and sends messages to his/her online friends about the brand is referred to as a(n)__________.

Accepted Answer

An "evangelist" is a term used to describe someone who is an active receiver of a brand and is delighted with it, leading them to share messages about the brand with their online friends. This term suggests that the individual is not just a passive consumer, but actively promotes and advocates for the brand.

Question 14

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Accepted Answer

While YouTube can be useful for advertising a wide range of products and services, it may not be the most effective platform for promoting financial services, which may require more specialized targeting and messaging strategies. Power tools, cars, men's cologne, and blenders all have broad appeal and visual elements that can be effectively showcased on YouTube.

Question 15

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media first seek to reach __________.

Accepted Answer

The answer of Social media deliberately seek to ensure that...

Question 16

The three guidelines on marketing and promoting a brand using YouTube include: (1)exploit visual aspects of your message,perhaps sacrificing product messages to tell a more entertaining story; (2)__________;and (3)target viewers by using YouTube's insights and analytics research to reveal the number of views,where they originate within YouTube,and what key words are driving user visits.

Accepted Answer

Creating a channel rich in keywords is important for search engine optimization (SEO) and improves the chances of the video showing up in user searches. This increases the visibility and reach of the brand. While including humor or expert information can be beneficial, they may not always be appropriate or necessary. Limiting the video length to one minute or less may also not always be practical or effective. Tying the product to a political or news event may also be risky, as it can potentially alienate certain viewers. Therefore, creating a channel rich in keywords is the best choice.

Question 17

According to Figure 19-4 above,Facebook had about __________ users as of mid-2013.

Accepted Answer

As of mid-2013, Facebook had about 1.15 billion users, which is the figure mentioned in the choice E.

Question 18

According to Figure 19-4 above,which social network was closest to Facebook terms of unique U.S.visitors as of mid-2013?

Accepted Answer

From Figure 19-4, Twitter was the closest social network to Facebook in terms of unique U.S. visitors as of mid-2013, with both having approximately 140 million unique visitors. The other options listed are not social networks, but rather games (Angry Birds and Plants vs. Zombies) or a video-sharing website (YouTube). LinkedIn had approximately 75 million unique visitors in mid-2013, which is only about half of Facebook and Twitter's numbers.

Question 19

According to Figure 19-4 above,the correct rank order of social network sites from MOST TO LEAST POPULAR as measured by the number of users as of mid-2013 is

Accepted Answer

According to Figure 19-4, Facebook had the highest number of users at 1.1 billion, followed by YouTube at 1 billion, then Twitter at 555 million, and finally LinkedIn at 225 million. Therefore, the correct order from most to least popular is Facebook, YouTube, Twitter, and LinkedIn. Choice D is the only option with this order.

Question 20

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

Accepted Answer

An "evangelist" in the context of social media is a user who is very enthusiastic about a particular brand or product and shares their positive experiences with others online. They may do this without being paid, simply because they love the brand and want others to know about it. Their messages can be very effective in promoting the brand, as they come across as genuine and heartfelt.

Quiz 19: Using Social Media to Connect With Consumers