Principles of Marketing Ch.20 - SmartBook
Which social media outlet has seen incredible growth, such that the company grows by 8 people per second?
Which of the following best represents the gender breakdown for Facebook users?
Females only slightly outnumber males on Facebook.
Which two statements are true of Facebook?
Generates revenue from more than 2.5 million advertisers. 90 percent of its users live outside the United States and Canada.
______ marketing is the practice of focusing on the identification and recruitment of influential people to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers.
Influencer
More than 70 percent of teenagers use Blank______ and they report that the platform is the best way for brands to reach them about new products or promotions.
The focus of Blank______ is on sharing personal, interesting, exclusive photos that might show a personal experience or showcase and authentic story.
______ is considered the most important social network for influencer marketing.
Which statement is TRUE of YouTube?
It offers streaming video content.
Brand managers can use Blank______ for business-to-business image building, using profiles of company employees, and networking with industry-related groups.
Recruiters can use Blank______ to find better matches for open positions and brand managers can use it for business development to identify sales leads.
When seeking an introduction to someone for business purposes, a user might use Blank______ to gain access to someone through a mutual, trusted "connection."
Which of the following smartphone apps are increasingly becoming important for marketing managers?
Loyalty programs Price-comparison searches Location-based promotions
Which of the following best represents the gender breakdown for LinkedIn users?
Men only slightly outnumber women on LinkedIn.
Which company now owns Linkedin?
Microsoft
Which social media platform is best known for its pinboard-style photo- and content-sharing?
______ is the result of a proliferation of interlinked social commerce technologies, algorithms, apps, and other elements.
The convergence of the real and digital worlds
Which statement regarding Instagram usage is true?
The majority of Instagram users are women.
Select two characteristics of apps.
They run on smartphones and tablets. The are small, downloadable software programs
The use of hashtags (#) to showcase product or brand content originated on Blank______.
______ can be a good form of communication for consumers and brands because of its short message length, ease of posting, receiving, and forwarding messages, and its convenience on a smartphone.
Which three terms are sometimes used interchangeably with the term "social media"?
Web 2.0 Web 3.0 user-generated content
A technology- and data-based network that triggers actions by sensing changes in the real or digital world is known as Blank______.
a smart system
The purpose of a social media marketing program is to reach Blank______ who will become Blank______.
active consumers; influentials
The ideal performance measure for both conventional and social media is one that ties Blank______ to the cost of the ad or other promotion.
actual sales revenue
Small, downloadable software programs that run on smartphones and tablet devices are known as Blank______.
apps
Hashtags are typically used by firms to Blank______.
encourage user-generated content
Twitter is based upon the principle of "Blank______."
followers
Brand managers use Facebook's paid ads and sponsored stories to Blank______.
increase traffic to their Facebook pages
A company using Facebook ads hopes that the content will Blank______.
migrate into Facebook conversations among friends
The broad set of interactive messaging options that are used to communicate through personal mobile devices is known as Blank______ marketing.
mobile
The main purpose of the LinkedIn site is Blank______.
professional networking and job searching
What are the two factors used to classify social networks for marketers?
self-disclosure media richness
The use of social networks in the context of e-commerce transactions is referred to as Blank______.
social commerce
Which of the following is most responsible for speeding up the convergence of the real and digital worlds?
social commerce technologies
"Web 2.0" and "Web 3.0" are terms that are sometimes used interchangeably with Blank______.
social media
Marketers use media richness and self-disclosure to classify Blank______.
social media
When brand managers assess Blank______, they look at the characteristics of the website's visitors and the number of users of the website.
social media options
What factors need to be considered when selecting social media content?
the characteristics of the market segment to be reached how the content can best be conveyed the content's intended purpose
First and foremost, when choosing social media content, it is important to identify Blank______.
the content's intended purpose
Which seems to be a trend in marketing's future use of social media?
the convergence of the real and digital worlds
An influencer on social media can be identified based on Blank______.
the number of followers the person has
Which should be assessed by a brand manager in the selection of social media networks for marketing purposes?
the number of visitors to the website the characteristics of the visitors to the website
Performance measures for social media marketing programs can be divided into which two categories?
those tied to the outputs or revenues those linked to inputs or costs
For which two reasons would a firm include a hashtag in its post?
to showcase a product to create customer awareness
Blank-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
Any form of online media content that is publicly available and created by consumers or end users is referred to as Blank______.
user-generated content
What is the premise behind influencer marketing?
A consumer's purchases are often influenced by the views, opinions, and behavior of others.
Which social media outlet accounts for the greatest share of social commerce?
A company's integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network is referred to asBlank______.
a social media marketing program
Social commerce is Blank______.
the use of social networks for browsing and buying products
Labeled as the 900-pound gorilla among all social media, Blank______ is the first choice among people seeking to create and maintain online connections with others by using photos, videos, and short text entries.
Of the major social media outlets, which ranks highest in overall usage?
What social media outlet has enhanced its capabilities by purchasing Instagram, WhatsApp, and Oculus?
An influencer that has a large number of followers has perceived Blank______ with those followers, which, in turn, leads to Blank______.
credibility; trust
Price-comparison searches and location-based promotions are Blank______.
important smartphone apps for mobile marketing
Which two of the following were combined to come up with the name "Instagram" as a social media network?
instant camera telegram
Which two smartphone apps are most essential to mobile marketing?
location-based promotions price-comparison searches
Pinterest is the third-largest social network in the United States; its users are called Blank______.
pinners
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 Blank______.
social commerce technology
Online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify "popular" topics—is referred to as Blank______.
social media
