Marketing 3010 Ch. 19
Twitter is based on the principle of
"Followers"
Which of the following are performance measures linked to outputs or revenues?
1) Click-through rate 2) unique visitors 3) fans
Which of the following are social media performance measures linked to inputs or costs?
1) Cost per click 2) Cost per thousand 3) Cost per action
Put the following social media performance measures that are linked to inputs or costs in order, with the LEAST proven relationship with sales on TOP.
1) Cost per thousand 2) Cost per click 3) Cost per action
Which of the following are recommendations for brand managers facing a crisis in the social media environment?
1) Have a crisis plan in place before an actual crisis erupts 2) Communicate directly with "key influencers"
Which of the following are true of Facebook?
1) It has surpassed 1 billion active users worldwide 2) It has acquired Instagram, enhancing its photo capabilities
Which of the following smartphone apps are becoming increasingly important to the marketing manager?
1) Location-based promotions 2) Price-competition 3) Loyalty programs
Which of the following are appropriate strategies for a brand manager regarding the use of twitter?
1) Monitor and respond to user criticisms about your brand 2) Use keyword search monitoring like TweetDeck or HootSuite to observe what is said about your brand 3) Develop and official profile and recruit followers
Which of the following factors are used by Kaplan and Haenlein to classify social networks for marketers?
1) Self-Disclosure 2) Media Richness
Which of the following should be assessed by a brand manager in the selection of social media networks for marketing purposes?
1) The characteristics of the visitors to the website 2) The number of daily visitors to the website
Which two of the following are necessary to categorize a consumer action as a user-generated content?
1) The consumer must do something that require substantial creativity 2) The outcome developed by the consumer must be posted in a publicly available way
Which of the following are true for successful social media?
1) The goals is to reach "influentials" 2) "Active receivers" are ideal
Which of the following are ways LinkedIn can be used?
1) To find jobs, people, and business opportunities recommended by a connection 2) To advertise jobs targeted to people 3) To review and profile a manager offering a job
For a brand manager, which of the following are benefits of using youtube?
1) Users interested in your product can easily find your message there. 2) Launching a video is free; you just pay for production 3) Key word search advertising is free and available to those submitting video
According to researchers Kaplan and Haenlein, which two of the following are sometimes used interchangeably with the term "social media"?
1) Web 2.0 2) User-generated content
For a brand manager, which of the four social media networks discussed in the test 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 can use Facebook's sponsored stories by
buying this form of advertising to increase traffic to its Facebook page
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
Marketing activity conducted through several Internet networks to which consumer are continuously connected using a device like a smartphone is known as
mobile marketing
Sensors in retail locations that track smartphone signals is one aspect of the convergence of real and digital worlds that may increase concerns about
privacy
According to Kaplan and Haenlein's classification of social networks, LinkedIn is higher in ____________ and ______________
self-disclosure; media richness
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
Social Media offers consumers less privacy and anonymity than does traditional media. Why is this a concern to consumers?
Consumers may fear that unethical outsiders will gain access to their information
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 has an initiative to provide content in the form of articles from media organizations as opposed to links?
Which of the following networks has the most users and largest monthly market share of visits?
Which of the following was recently introduced by Facebook?
Facial recognition for photos
Which of the following is TRUE regarding the audience demographics for Facebook visitors?
Females outnumber males by a modest margin
Which of the following is TRUE of Facebook?
It hosts other social networks like StuffDOT, which provides a venue for sharing that results in rewards
Which of the following is TRUE of YouTube?
It offers streaming video content
Brand managers can use _____________ for business-to-business image building, using profiles of company employees, and networking with industry-related groups
Professional networking and job searching are the main purpose of which social media network?
When seeking an introduction to someone for business purposes, a user might use ____________ to gain access to someone through a mutual, trusted "connection".
Media is plural; its singular form is _____________
Medium
Loyalty programs and location-based promotions are often implemented through apps as part of a(n) ______________ marketing strategy.
Mobile
How was Pepsi MAX promoted on social media?
NASCAR driver Jeff Gordon took a "test drive" as a regular guy on a YouTube video to gain views for the project
Which of the following is most responsible for speeding up the convergence of the real and digital worlds?
Smartphones and their apps
The term "Web 2.0" first appeared in 2004, but the same idea is more recently sometimes referred to as
Social Media
Which of the following is superior in terms of its time to delivery and ability to be altered?
Social Media
"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 seems to be a trend in marketing's future use of social media?
The convergence of the real and digital worlds
It may be more lucrative for brand managers to seek out a social media network with specialized focus primarily because
these smaller audiences may be homogeneous and sometimes skew more strongly toward your product
Which of the following is an example of user-generated content?
Providing an online rating and comments for a product or service
