Chap 17 marketing
Which of the following best represents the gender breakdown for Facebook users?
Females only slightly outnumber males on Facebook.
Which of the following is TRUE of YouTube?
It offers streaming video content.
________ 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 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
"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
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 two of the following are sometimes used interchangeably with the term "social media"?
User-generated content Web 2.0
For a brand manager, which of the four social media networks discussed in the text is preferable for explaining the benefits of a complex product?
YouTube
A computer-based network that triggers actions by sensing changes in the real or digital world is known as
a smart system.
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.
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.
-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
Twitter is based upon the principle of
"followers."
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
________ used the entertaining "Friend Finder" YouTube video about losing and finding friends at music festivals to connect with a younger target audience.
Pepsi
Which of the following is most responsible for speeding up the convergence of the real and digital worlds?
Social commerce technologies
________ includes functionalities that allow collaboration and information sharing online.
Web 2.0
Customer ________ is the degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network.
engagement
Social media marketing programs are only considered to be successful if they can create and sustain customer
engagement.
Facial recognition is one aspect of the convergence of real and digital worlds that may increase concerns about
privacy.
"Web 2.0" and "Web 3.0" are terms that are sometimes used interchangeably with
social media.
It may be more lucrative for brand managers to seek out a social media network with a specialized focus primarily because
these smaller audiences may be more homogeneous and sometimes skew more strongly toward your product.
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.
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.
1. Negotiated 2. Cost per thousand 3. Cost per click 4. Cost per action
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.
When it comes to audiences for media,
both social and traditional media can be designed to reach either a mass market or a specialized segment.
Brand managers can use Facebook's sponsored stories by
buying this form of advertising to increase traffic to its Facebook page.
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
Loyalty programs and location-based promotions are often implemented through apps as part of a(n) Blank 1 of 1marketing strategy. (Enter one word in the blank.)
mobile
Facebook, Twitter, and LinkedIn are known as social
networks
Page views and share of voice are social media performance measures linked to
outputs or revenues.
The main purpose of the LinkedIn site is
professional networking and job searching.
Facebook launched a __________ which allows its users to conduct their own queries like "restaurants recommended by friends."
search engine
Which of the following was recently added by Facebook for mobile devices?
Email marketing
Which of the following is advice from LinkedIn for students looking for jobs by creating profiles on its site?
Include recommendations from those who know you well.
Professional networking and job searching are the main purpose of which social media network?
Which two of the following factors are used by Kaplain and Haenlein to classify social networks for marketers?
Media richness Self-disclosure
Which of the following best represents the gender breakdown for LinkedIn users?
Men only slightly outnumber women on LinkedIn.
Which two of the following smartphone apps are most essential to mobile marketing?
Price-comparison searches Location-based promotions
Next to Facebook, which of the following networks has the second most users and largest monthly market share of visits?
YouTube
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.
Which of the following are among the criteria necessary to qualify content as UGC?
It shows a significant degree of original or creative effort. It is published on a publicly accessible site or social media.
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
Brand managers can use ________ for business-to-business image building, using profiles of company employees, and networking with industry-related groups.
Recruiters can use ________ to find better matches for open positions and brand managers can use it for business development to identify sales leads.
Students can use the Profile Checklist from ________ to aid in the search for employment, such as advice to fill the Skills and Expertise section with keywords and phrases the recruiters use in their searches.
When seeking an introduction to someone for business purposes, a user might use ________ to gain access to someone through a mutual, trusted "connection".
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 social media performance measures is most appropriate for an advertiser who is mainly trying to develop brand awareness?
Negotiated
________ is a specialized social media network that allows member to create customized, themed "boards" with categorized images of clothing, crafts, and other favorite things.
Which of the following is an example of user-generated content?
Providing an online rating and comments for a product or service
Which two of the following factors are used by Kaplain and Haenlein to classify social networks for marketers?
Self-disclosure Media richness
For a brand manager, which of the following are the benefits of using YouTube? (Check all that apply.)
Users interested in your product can easily find your message there. Launching a video is free; you just pay for production.
________ is a video-sharing website owned by Google where users can upload, view, and comment on videos.
YouTube
Which of the following are important social media networks discussed in the text?
YouTube Twitter LinkedIn
With the convergence of digital and real worlds, many consumers are concerned about
the use and security of their personal information.
Pepsi's YouTube video "Friend Finder" promoted Pepsi MAX and was a good complement to its overall IMC efforts, including reinforcing its global tagline
"Live for Now."
Which of the following is a way to advertise on Facebook?
Sponsored stories
Which of the following are true for targeting communications on social media?
A common goal is to reach "influencers."
is a small, downloadable software program that runs on smartphones and tablet devices. (Enter one word in the blank.)
Blank 1: app or application
In which of the following ways are social and traditional media alike?
Both have the ability to reach either large or niche audiences.
________ 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
Why might consumers feel more comfortable with a restaurant recommendation from a location-based app on their smartphone than if Google compiles information from its Search, Maps, Photos, and Gmail to suggest an "ideal vacation" for them?
Consumers may feel that Google is invading their privacy.
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
Which of the following are social media performance measures linked to inputs or costs?
Cost per thousand Cost per action Cost per click
Match the following types of social media content to the correct examples of them.
Educational Infographics, FAQs, tips and tricks Connecting Stories, behind-the-scenes images, requests for feedback Promotional Coupons, discounts, customer testimonials Entertainment Puzzles, viral videos, jokes, comics
Which of the following networks has the most users and largest monthly market share of visits?
________ continues to enhance its capabilities, including through the acquisitions of Instagram (photo sharing), WhatsApp (messaging), and Oculus (virtual reality).
________ tracks the "likes" of its users, which give advertisers real value in targeting customers whose interests align with particular products.
Which of the following are among the types of social media content identified by experts?
Inspirational Interactive
Which of the following is TRUE of Facebook?
It has introduced a new dating features with dedicated inbox for users.
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 ability of the content to complement the overall integrated marketing communications effort The content's intended purpose, like education or entertainment
________ is the result of a proliferation of interlinked social commerce technologies, databases, algorithms, and apps.
The convergence of the real and digital worlds
Which of the following is NOT true of social media?
They are only used by individuals, not business firms.
Which of the following are ways that LinkedIn can be used?
To review and profile a manager offering a job To advertise jobs to targeted people To find jobs, people, and business opportunities recommended by a connection
"Followers" were first introduced on and became an important basis for which social media network?
Brand managers can use ________ by following other profiles that mention their product, monitoring what is being said and responding to criticism to develop more satisfied customers.
The various forms of online media content that are publicly available and created by end users are collectively known as
UGC.
Which of the following are appropriate strategies for a brand manager regarding the use of Twitter?
Use keyword search monitoring like TweetDeck or HootSuite to observe what is said about your brand Follow others who mention your product or brand Develop an official profile and recruit followers
The practice of focusing on the identification and recruitment of those with a social media following to advocate for a company's product is known as ________ marketing.
influencer
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
Web 2.0 is referred to as such because
new functionalities exist to make possible a high degree of user interactivity.
For credibility in media, traditional media relies on "experts" while for social media it begins with
participating in a conversation with a quality message.
According to Kaplan and Haenlein's classification of social networks, LinkedIn is higher in ________ than in ________.
self-disclosure; media richness
system is a computer-based network that triggers actions by sensing changes in the real or digital world.
smart
