Chapter 18
44. Which of the following is included in the second stage of creating an effective social media plan? a. Listening to customers b. Building relationships and awareness c. Defining strategies d. Identifying the target audience
Building relationships and awareness
15. Which of the following statements is true of social commerce? a. Marketers cannot customize their offerings as per the needs of specific groups of consumers. b. It relies on user-generated content on Web sites to assist consumers with purchases. c. With social media, the employees of a firm are often in control of the message, the medium, and the response. d. It does not offer consumers the scope to make informed decisions on purchases and services.
It relies on user-generated content on Web sites to assist consumers with purchases.
35. Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products. Given this information, which of the following is true of Magnira Corp.?
Its pages are subject to search engine indexing.
41. Identify a true statement about online gaming. a. Massive multiplayer online games are called virtual worlds. b. It restricts marketers from engaging with customers. c. Many mobile games use mobile ads to generate revenue for the gamemakers. d. Fantasy games are most appropriate for marketing than social and real-world-like games.
Many mobile games use mobile ads to generate revenue for the gamemakers.
32. _____ are independent and not associated with the marketing efforts of any particular company or brand.
Noncorporate blogs
40. _____ are Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services. a. Media sharing sites b. Review sites c. Microblogs d. Mommy blogs
Review sites
43. Short message service (SMS) is different from multimedia messaging service (MMS) in that: a. SMS allows 960-character text messages, while MMS allows 160-character text messages. b. SMS is designed specifically for viewing pictures and navigation on mobile devices, while MMS does not have such features. c. SMS does not allow the attachment of images, videos, and ringtones to text messages, while MMS does. d. SMS does not require Internet, while MMS requires Internet for functioning.
SMS does not allow the attachment of images, videos, and ringtones to text messages, while MMS does.
14. _____ is a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services. a. Mass customization b. Eco commerce c. Social profile d. Social commerce
Social commerce
23. Which of the following statements is true of advertising in social media? a. Social media are an unpaid form of marketing. b. The effectiveness of social media can be easily measured. c. Social media mostly focus on deepening relationships with customers. d. Marketers believe that social media are not a worthwhile investment.
Social media mostly focus on deepening relationships with customers.
. Which of the following changes has been brought about in advertising because of the influence of social media? a. The number of ways in which marketers can have direct and meaningful conversations with customers has reduced. b. The focus of social media has unavoidably shifted to manufacturers. c. The interaction between producer and consumer has become less about engaging and more about entertaining. d. The audience is often in control of the message, the medium, the response, or all three.
The audience is often in control of the message, the medium, the response, or all three.
18. Wennel Inc., an animal welfare organization, uses its Facebook page to advertise its products to veterinarians, cat food providers, and care takers. In this case, which of the following statements is true of Wennel Inc.? a. Wennel Inc. is involved in crowdsourcing. b. Wennel Inc. is engaged in one-to-many communication rather than many-to-many communication. c. Wennel Inc. controls the message, the medium, and the response. d. Wennel Inc. forges deeper relationships and builds brand loyalty through social media.
Wennel Inc. forges deeper relationships and builds brand loyalty through social media.
33. Frank, a restaurant chain's social media manager, wants to conduct an online contest to promote his restaurant. He conducts the contest on a social networking site that allows people to post only 140-character-long updates. In this context, Frank is using -_____ to conduct the contest.
a microblog
42. Much of the growth in social media sites can be attributed to: a. good old-fashioned word of mouth promotion. b. new platforms like tablets and smartphones. c. media hype. d. reduced demand for crowdsourcing.
new platforms like tablets and smartphones.
22. Kelly's Kitchen, a restaurant, strives to improve its customer service and makes sure that its customers enjoy the food and ambience at the restaurant. The restaurant has a team that monitors and assesses customers' opinions about the restaurant on popular food review sites. This scenario illustrates _____. a. personal selling b. social media monitoring c. market segmentation d. lead qualification
social media monitoring
24. Social media measurements are meaningless if: a. they do not focus on return on investment. b. they consider investment per fan and follower. c. they consider the rate of accumulation. d. they are not tied to key performance indicators.
they are not tied to key performance indicators.
19. In an interactive space, earned media include: a. display advertising. b. viral videos. c. purchased advertisements. d. paid search words.
viral videos.
48. Discuss how social media has changed the behavior of consumers.
Answers will vary. Social media have changed the way that people interact in their everyday lives. Some say that social media have made people smarter by giving people (especially children) access to so much information and interactivity. Social media allow people to stay in touch in ways never before experienced. Social media have also reinvented civic engagement (recall that the ALS Association's "Ice Bucket Challenge" grew worldwide through social media like Facebook and Twitter). Social media have drastically changed the advertising business from an industry based on mass-media models (for example, television) to an industry based on relationships and conversations. This all has implications for how consumers use social media and the purposes for which they use those media. Please see the section "Social Behavior of Consumers" for more information.
46. Explain the role of social media in marketing.
Answers will vary. The American Bar Association uses a definition developed by social media expert Brian Solis. According to Solis, social media can refer to "any tool or service that uses the Internet to facilitate conversations." Social media have changed the way that marketers can communicate with their brands—from mass messages to intimate conversations. As marketing moves into social media, marketers must remember that for most people, social media are meant to be a social experience, not a marketing experience. The most exciting thing to happen to marketing and promotion is the increasing use of online technology to promote brands, particularly using social media. Social media can also be defined relative to traditional advertising like television and magazines: whereas traditional marketing media offer a mass media method of interacting with consumers, social media offer more one-to-one ways to meet consumers. Please see the section "What are Social Media?" for more information.
47. Distinguish between owned media and earned media with examples.
Answers will vary. The purpose of owned media is to develop deeper relationships with customers. A brand's Facebook presence, YouTube channel, Twitter presence, Pinterest presence, and presence on other social platforms constitute owned media. Additional content such as videos, webinars, recommendations, ratings, and blog posts are also considered owned media since they are sharable on social media platforms. In an interactive space, media are earned through word of mouth or online buzz about something the brand is doing. Earned media include viral videos, retweets, comments on blogs, and other forms of customer feedback resulting from a social media presence. When consumers pass along brand information in the form of retweets, blog comments, or ratings and recommendations, this is an example of earned media. Please see the section "Creating and Leveraging a Social Media Campaign" for more information.
50. Explain the reasons for the recent popularity of mobile marketing.
Answers will vary. There are several reasons for the recent popularity of mobile marketing. First, an effort to standardize mobile platforms has resulted in a low barrier to entry. Second, especially given mobile marketing's younger audiences, there are more consumers than ever acclimating to once-worrisome privacy and pricing policies. Third, because most people carry their smartphones with them at all times, mobile marketing is uniquely effective at garnering customer attention in real time. Fourth, mobile marketing is measurable: metrics and usage statistics make it an effective tool for gaining insight into consumer behavior. Fifth, in-store notification technology such as Apple's iBeacon can send promotional messages based on real-time interactions with customers. Finally, mobile marketing's response rate is higher than that of traditional media types like print and broadcast advertisement. Please see the section "Social Media and Mobile Technology" for more information.
34. Marla, a 55-year-old woman, wants to stay in touch with her son, who is away at college. She also hopes to connect with some of her high school friends. In this case, which of the following is Marla most likely to use for this purpose?
. Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments. a. True b. False
False
10. Social news sites combine the fun of social networking with the utility of location-based GPS technology. a. True b. False
False
4. The benefits of social media can be easily measured. a. True b. False
False
6. A publicly accessible Web page that serves as an interactive journal is called a tweet. a. True b. False
False
8. LinkedIn is designed to be more multimedia-rich rather than information-rich. a. True b. False
False
According to Charlene Li and Josh Bernoff of Forrester Research, inactives are people who read blogs, listen to podcasts, watch videos, and generally consume media. a. True b. False
False
39. Which of the following treats location-based micronetworking as a game? a. Facebook b. Twitter c. WordPress d. FourSquare
FourSquare
26. _____, a social media metric, refers to media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based on social graphs. a. Buzz b. Influence c. Interest d. Participation
b. Influence
17. Which of the following statements is true of crowdsourcing? a. It describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people. b. It describes how the level of buzz created for a product can be used as a measurable parameter for determining the product's effectiveness. c. It describes the methods in which a consumer should use a product or service. d. It describes the need for consumers to buy a product and their willingness to buy it.
It describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people.
21. Which of the following processes is used in social media monitoring? a. Personal selling b. Crowdsourcing c. Sentiment analysis d. Cold calling
c. Sentiment analysis
1. Traditional marketing media offer a mass media method of interacting with consumers, whereas social media offer more one-to-one ways to meet consumers. a. True b. False
True
11. Review sites lack the scope for two-way interaction between the marketers and consumers. a. True b. False
True
12. Mobile marketing is an effective tool for gaining insight into consumer behavior. a. True b. False
True
13. A social media plan should be monitored after it has been implemented because social media campaigns can be fluid. a. True b. False
True
2. One of the implications of social media for marketers is that they must realize that they often do not control the content on social media sites. a. True b. False
True
3. In social media, negative comments and complaints can illuminate unknown brand flaws. a. True b. False
True
9. Marketers find social news sites useful for creating conversations around relevant issues. a. True b. False
True
37. A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among public. Given this information, which of the following would be the best platform to be used by the production house? a. StumbleUpon b. Photobucket c. YouTube d. Imgur
YouTube
28. Monette has posted over 100 book reviews on discussion forums. She also frequently reviews products and services and posts her reviews on local restaurants on review sites. As a social media user, Monette would best be characterized as a _____. a. joiner b. spectator c. critic d. collector
critic
36. Twitpic, Flickr, and Photobucket are all examples of:
a. media sharing sites.
38. Social bookmarking sites differ from social news sites in that:
a. the objective of their users is to collect, save, and share interesting and valuable links.
20. The first action a marketing team should take when initiating a social media campaign is: a. to establish a listening platform. b. to identify the medium for the campaign. c. to identify potential consumers. d. to decide which tools and platforms to use as part of its social media strategy.
a. to establish a listening platform.
27. According to Charlene Li and Josh Bernoff of Forrester Research, which of following categories of social media users posts comments, ratings, and reviews of products and services on blogs and forums? a. Critics b. Spectators c. Joiners d. Inactives
a. Critics
45. Which of the following actions is performed during the final stage of an effective social media plan? a. Setting objectives that can be specifically accomplished through social media b. Examining trends and best practices in the industry c. Listening to customers and understanding their expectations d. Making changes to the implemented campaign based on consumer response
d. Making changes to the implemented campaign based on consumer response
29. According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who maintain a social networking profile and visit other sites.
joiners
25. Buzz, a social media metric, is based on: a. the number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds, retweets, Facebook posts, pins, and time spent with social media platform. b. posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day. c. the number of "likes," fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time. d. media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based on social graphs.
posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day.
31. Bethany follows several blogs every day and uses YouTube frequently to watch latest videos. She does not have her own Web site, and she almost never posts any comments on the sites she visits. She just enjoys reading and watching the content on popular sites. In this case, Bethany would be best characterized as a _____.
spectator
30. According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who read blogs, listen to podcasts, watch videos, and generally consume media.
spectators
