bus 346 ch 3

Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents the __________ framework of social media marketing. A. engage B. energize C. excite D. experience E. educate

C. excite

What is a microblog? A. A blog whose owner doesn't post very often. B. A blog that supports only links to other posts. C. A blog run by a small business. D. A blog service that supports only short posts. E. A blog that targets a very small consumer group.

D. A blog service that supports only short posts.

Julian and his friends log on to an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in? A. Snapette B. NOWNESS C. Pose D. SCVNGR E. Snapchat

D. SCVNGR

Excluding computers, which of the following methods is used by more consumers to access social media? A. e-readers B. iPads C. iPods D. mobile phones E. GPS units

D. mobile phones

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers? A. Engage B. Energize C. Excite D. Experience E. Educate

A. Engage

The final step in the process of creating a social media campaign is to A. develop a budget. B. identify the target audience. C. set goals. D. design the elements of the campaign. E. monitor the program.

E. monitor the program.

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren, and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of A. microblogging. B. media sharing. C. thought sharing. D. professional networking. E. social bookmarking.

A. microblogging.

Dan has a marketing degree and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails, and other postings via email. Dan's position can be described as a(n) A. online customer service representative. B. social media strategist. C. community manager. D. blogger. E. search engine marketing associate.

A. online customer service representative.

When developing a social media campaign, what is unique about the copy and images to be used? A. They need to be humorous. B. They need to be updated almost constantly. C. They need to feature only young actors. D. They must appear only in color (not black and white). E. They must appeal to a diverse, multicultural audience.

B. They need to be updated almost constantly.

Social media first began to get more professional and offer more to users A. just after its invention phase in the early 1990s. B. at the turn of the twenty-first century. C. when Apple launched the first App Store. D. in the past few years, during its entrepreneurial phase. E. in 2011-2012, when the market became flooded with smartphones.

B. at the turn of the twenty-first century.

This type of thought-sharing site typically provides the highest level of control for companies. A. professional blog B. corporate blog C. personal blog D. Flickr E. Google+

B. corporate blog

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using A. Google Analytics. B. sentiment analysis. C. click path analysis. D. keyword analysis. E. gamification.

B. sentiment analysis.

What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers? A. poor cost control B. unable to make adjustments C. may limit exposure if ad is very successful D. unattractive to consumers E. encourages negative feedback

C. may limit exposure if ad is very successful

Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan's blog has changed from a __________ blog to a __________ blog. A. professional; network B. professional; personal C. personal; professional D. personal; social E. social; network

C. personal; professional

The first step in the process of creating a social media campaign is to A. develop a budget. B. identify the target audience. C. set goals. D. design the elements of the campaign. E. monitor the program.

C. set goals.

When someone brags about how many Facebook friends he or she has, which measure of individual social media influence is he or she talking about? A. influence B. extended network presence C. social reach D. target audience impact E. information flow

C. social reach

What does a Klout score measure? A. click path and bounce rate ratio B. media influence C. social reach, influence, and extended network D. conversion rates E. page views and sales

C. social reach, influence, and extended network

When measuring social media effectiveness, one important measure is the number of people in an individual's social networks. This is referred to as A. influence. B. the extended network. C. social reach. D. target audience. E. information flow.

C. social reach.

Twitter can help to build a brand's image by educating and engaging consumers. However, one central issue for companies using Twitter is A. limiting the number of tweets per day. B. remuneration for posters. C. timely management of Twitter accounts. D. eliminating negative posts. E. confusion with similar products.

C. timely management of Twitter accounts.

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes where provides was which of the 4E frameworks? A. Engage B. Energize C. Excite D. Experience E. Educate

D. Experience

Companies that specialize in sentiment analysis are least likely to look at __________ for data. A. personal blogs B. Facebook C. Twitter D. YouTube E. Mommy blogs

D. YouTube

What is Google+? A. an experimental, advanced search engine B. a website where users can work together to create documents C. a site offering analytical information about website usage D. a social networking site E. a video sharing site intended for businesses

D. a social networking site

Jessica is still in college but is very motivated to earn some extra money in her spare time. She is quite knowledgeable regarding politics and was hired by a candidate to generate student interest by posting online articles on student-read sites. Jessica's new job most likely has the title of A. online customer service representative. B. social media strategist. C. community manager. D. blogger. E. search engine marketing associate.

D. blogger.

Darren has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitors' websites, particularly to learn how people search for similar products online? A. click-path data B. sentiment analysis C. social influence D. keyword analysis E. budget analysis

D. keyword analysis

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by A. reacting. B. exciting. C. engaging. D. listening. E. educating.

D. listening.

Instagram is an example of what type of social media site? A. microblogging B. media sharing C. thought sharing D. photo sharing E. social bookmarking

D. photo sharing

Michaela is a financial consultant in Manhattan. She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter, but she's much too busy to bother with Facebook. What segment of social networking users does Michaela belong to? A. bonders B. creators C. listeners D. professionals E. sharers

D. professionals

According to the text, which of the following has earned the highest Klout score? A. iPad mini B. Ashton Kutcher C. President Barack Obama D. True Blood E. Justin Bieber

E. Justin Bieber

What is the appeal of Pinterest to marketers? A. allows big-box stores to compete on a cost basis with online retailers B. helps create exclusive merchandise for retailers C. creates excitement about service or products through gamification D. generates customer engagement with products E. allows products and services to receive unlimited exposure from fans

E. allows products and services to receive unlimited exposure from fans

How is the cost to companies and entrepreneurs using Google Analytics calculated? A. a few cents per 100 hits B. correlated to conversion rates of website C. flat fee D. free for individuals; corporate rates based on usage E. free for everyone

E. free for everyone

From a marketing perspective, what role is played by professional bloggers? A. engaging customers on behalf of companies B. introducing new products to the marketplace C. sharing videos and photos of products D. recruiting employees E. reviewing and giving product recommendations

E. reviewing and giving product recommendations

Ask.com is a website that invites site users to ask questions to be answered by other users. Questions cover a wide range of topics, from "How do I get rid of blemishes overnight?" to "What does the Federal Reserve do when it wants to increase the quantity of money in circulation?" Site visitors rate the various answers provided, and answers are displayed according to their ratings. Which segment of social networking users would be most likely to enjoy answering questions on Ask.com? A. bonders B. creators C. listeners D. professionals E. sharers

E. sharers

Jeri is a software developer who has worked in IT for the past ten years. She stays up to date on the latest technologies. Whenever one of her Facebook friends asks a question about technology—such as a request for help with a software problem, or a request for a product recommendation—Jeri always makes time to respond. What segment of social networking users does Jeri belong to? A. bonders B. creators C. listeners D. professionals E. sharers

E. sharers

Facebook is the only social networking site Jana uses. She spends about half an hour a day there staying in touch with her children, her grandchildren, and several friends she has known since high school. What segment of social networking users does Jana belong to? A. bonders B. creators C. listeners D. professionals E. sharers

A. bonders

Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives and to comment on similar details posted by their friends? A. bonders B. creators C. listeners D. professionals E. sharers

A. bonders

Which of the following is the definition of social media? A. content distributed through online and mobile technologies B. a collection of websites that support the posting of videos and photos C. a group of websites that allow users to establish formal connections D. the practice of users forwarding video and photo links to each other E. web services that allow users to share their physical locations

A. content distributed through online and mobile technologies

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's A. conversion rate. B. extended network. C. bounce rate. D. hits. E. click paths.

A. conversion rate.

Southwest Airlines operates a blog called "Nuts About Southwest." A group of employees share the responsibility for posting items of potential interest to customers—for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. "Nuts About Southwest" is an example of a A. corporate blog. B. network blog. C. personal blog. D. professional blog. E. social blog.

A. corporate blog.

When measuring social media effectiveness, we observe that some people's posts and other content get a higher-than-average amount of attention from the people in their network. These people are said to have a higher degree of A. influence. B. extended network presence. C. social reach. D. target audience impact. E. information flow.

A. influence.

For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to A. provide visual experiences and engage with customers. B. stimulate excitement. C. develop customer education and engage with others users. D. develop customer education. E. energize customers and stimulate excitement.

A. provide visual experiences and engage with customers.

__________ are a measure that indicates what percentage of potential customers act as the marketer hopes by clicking, buying, or donating. A. Sentiment rates B. Conversion rates C. Bounce rates D. Keyword rates E. Mobilization rates

B. Conversion rates

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is not one of the four E's in this framework? A. Engagement B. Energy C. Excitement D. Experience E. Education

B. Energy

Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to? A. bonders B. creators C. listeners D. professionals E. sharers

B. creators

Each year, Doritos sponsors a Crash the Super Bowl contest, encouraging individuals to submit ads for Doritos to the contest. The winning ad is aired during the Super Bowl broadcast. Which segment of social networking users would be most likely to submit an ad for this contest? A. bonders B. creators C. listeners D. professionals E. sharers

B. creators

Suppose that the Chipotle restaurant chain held a competition offering free food for a year to the customer who visited—and checked in—to the largest number of Chipotle restaurants via the FourSquare mobile app. This promotion would be an example of A. media sharing. B. gamification. C. sentiment analysis. D. a microblog. E. a new social network.

B. gamification.

One measure of traffic from visitors on sites, the total page requests, is measured in units called A. clickers. B. hits. C. paths. D. tweets. E. impressions.

B. hits.

Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking

B. media sharing

YouTube is an example of what type of social media site? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking

B. media sharing

Research indicates that positively engaged consumers tend to be A. more socially outgoing. B. more profitable consumers. C. older and wealthier than average. D. younger and poorer than average. E. more critical consumers.

B. more profitable consumers.

Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns, and then measuring the results. Brad's new job most likely has the title of A. online customer service representative. B. social media strategist. C. community manager. D. blogger. E. search engine marketing associate.

B. social media strategist.

A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks? A. Engage B. Energize C. Excite D. Experience E. Educate

C. Excite

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles? A. Uploading a coupon to the Nike fan page B. Encouraging Facebook users to like the Nike page so their friends will see this action C. Placing a Facebook ad D. Creating a Facebook tab allowing users to view the tennis clothing within Facebook E. Placing a Facebook link on the Nike corporate website

C. Placing a Facebook ad

Which of the following is the most effective technique used by retailers to combat lost sales from price check apps used by customers shopping in brick and mortar stores? A. offering mobile applications to check other websites B. developing in-store demonstration kiosks for big-ticket items C. arming salespeople with smartphones so they search inventories and place orders online D. advertising on Flickr and YouTube E. using FourSquare to build customer patronage

C. arming salespeople with smartphones so they search inventories and place orders online

Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the BEST social media application for this task? A. YouTube B. LinkedIn C. blog D. FourSquare E. SCVNGR

C. blog

Despite its vivid design, the website for Lolly's Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address? A. sentiment analysis B. page views C. bounce rates D. keyword analysis E. mobilization rates

C. bounce rates

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be A. the number of people who entered the contest. B. the number of people who entered the contest plus the number of people who visited the page describing the contest. C. the number of people who visited the page describing the contest. D. the percentage of visitors to the page describing the contest who entered the contest. E. the percentage of fans of the company's page who learned about the contest.

D. the percentage of visitors to the page describing the contest who entered the contest.

While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit its website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards program. Other signs remind her that Best Buy will match competitors' prices on any item it sells. This is an example of which 4E framework? A. Engage B. Energize C. Excite D. Experience E. Educate

E. Educate