Ch17 Smartbook
Which of the following is TRUE of YouTube?
It offers streaming video content.
Which of the following is most responsible for speeding up the convergence of the real and digital worlds?
Social commerce technologies
________ are online media where active users submit news, photos, and videos often accompanied by a feedback process to identify popular topics.
Social media
Which of the following are TRUE for social media in comparison with traditional media?
Social media can be produced more cheaply. Using social media requires fewer skills and less training.
Which two of the following are factors that should be considered in the selection of social media content?
The content's intended purpose, like education or entertainment The ability of the content to complement the overall integrated marketing communications effort
"Mirror worlds" and "smart systems" are part of which trend in marketing's future use of social media?
The convergence of the real and digital worlds
Brand managers assess the focus of a social media website and its visitors primarily to
choose one or more that will generate increased sales and profits.
Price-comparison searches and location-based promotions are
important smartphone apps for mobile marketing.
Loyalty programs and location-based promotions are often implemented through apps as part of a(n) ______ marketing strategy. (Enter one word in the blank.)
mobile
When Snapchat featured a link to an augmented reality image of Michael Jordan in his latest model of sneakers that viewers could walk around to see from different angles prior to purchasing, it was an example of
social commerce technology.
The section of social media content should be based in part on
the characteristics of the target market segments you desire to reach.
Twitter is based upon the principle of
"followers."
If a brand manager wants to pay only for online advertising that works, she should choose which of the following social media performance measures, despite the difficulties in tracking?
Cost per action
Which of the following social media performance measures is most appropriate for an advertiser who is mainly trying to develop brand awareness?
Cost per thousand
Put the following social media performance measures that are linked to inputs or costs in order, with the LEAST proven relationship with sales at the TOP.
Cost per thousand Cost per click Cost per action
Which of the following are social media performance measures linked to inputs or costs?
Cost per thousand Cost per action Cost per click
________ continues to enhance its capabilities, including through the acquisitions of Instagram (photo sharing), WhatsApp (messaging), and Oculus (virtual reality).
Match each of the following social media networks with its description.
Facebook - A website where users may create a personal profile, add friends, and exchange message, photos, and videos Twitter - A website that enables users to send and receive messages with a limited number of characters LinkedIn - A business-oriented website that lets users post their profiles to connect to a network of business people YouTube - A video-sharing website in which users can upload, distribute, view, and comment on videos
Which of the following are measures for evaluating the performance of a brand manager's social media marketing program?
Fans Click-through rate Visitors
Which of the following are measures for evaluating the performance of a brand manager's social media marketing program? (Check all that apply.)
Fans Visitors Click-through rate
When seeking an introduction to someone for business purposes, a user might use ________ to gain access to someone through a mutual, trusted "connection".
Which two of the following smartphone apps are most essential to mobile marketing?
Location-based promotions Price-comparison searches
Which of the following smartphone apps are becoming increasingly important to the marketing manager?
Location-based promotions Price-comparison searches Loyalty programs
Which of the following should be assessed by a brand manager in the selection of social media networks for marketing purposes?
The characteristics of the visitors to the website The number of daily visitors to the website
Which of the following seems to be a trend in marketing's future use of social media?
The convergence of the real and digital worlds
The various forms of online media content that are publicly available and created by end users are collectively known as
UGC.
______-generated content describes the various forms of online media content that are publicly available and created by those that use them, including all the ways people can use social media.
User or Consumer
________ includes functionalities that allow collaboration and information sharing online.
Web 2.0
Which two of the following are sometimes used interchangeably with the term "social media"?
Web 2.0 User-generated content
________ is a video-sharing website owned by Google where users can upload, view, and comment on videos.
YouTube
A(n) ______ is a small, downloadable software program that runs on smartphones and tablet devices. (Enter one word in the blank.)
app or application
For a social media marketing program, marketers create and design online media content that
attracts viewer attention and encourages sharing with his or her social network.
Providing ________ to consumers in the converging real and digital worlds is very successful when they perceive that they have control.
convenience
Shoppers that use their smartphones while waiting in a South Korean subway to select and purchase groceries realize which important benefit?
convenience
A vending machine may use a combination of facial recognition and ________ to offer you a quantity discount for purchasing two of your favorite candy bars.
knowledge of your "likes" of Facebook
Facebook, Twitter, and LinkedIn are known as social
networks.
Web 2.0 is referred to as such because
new functionalities exist to make possible a high degree of user interactivity.
Page views and share of voice are social media performance measures linked to
outputs or revenues.
For credibility in media, traditional media relies on "experts" while for social media it begins with
participating in a conversation with a quality message.
Facial recognition is one aspect of the convergence of real and digital worlds that may increase concerns about
privacy.
The main purpose of the LinkedIn site is
professional networking and job searching.
"Web 2.0" and "Web 3.0" are terms that are sometimes used interchangeably with
social media.
When using social media, participants typically
submit comments, photos, and videos.
The purpose of a social media marketing program is to
turn viewers into "evangelists" that will communicate with their online friends about the joys of using a brand.
________ and LeBron James partnered in a half-court shot contest that resulted in a successful shot, a bear hug from James, and a viral video that resulted in over 500 million media impressions.
Carmex
Which two of the following are true of Facebook?
It has surpassed 2.2 billion active users worldwide. It has acquired Instagram, enhancing its photo capabilities.
Carmex and ________ partnered in a half-court shot contest that resulted in a successful shot, a bear hug from James, and a viral video that resulted in over 500 million media impressions.
LeBron James
Professional networking and job searching are the main purpose of which social media network?
Which of the following are the characteristics of apps? (Check all that apply.)
They run on smartphones and tablets. They are small, downloadable software programs.
Which of the following are ways that LinkedIn can be used?
To find jobs, people, and business opportunities recommended by a connection To review and profile a manager offering a job To advertise jobs to targeted people
"Followers" were first introduced on and became an important basis for which social media network?
