MKT Chapter 17
________ continues to enhance its capabilities, including through the acquisitions of Instagram (photo sharing), WhatsApp (messaging), and Oculus (virtual reality).
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 is TRUE of YouTube?
It offers streaming video content.
Which of the following are important social media networks discussed in the text?
LinkedIn Twitter YouTube
Which of the following smartphone apps are becoming increasingly important to the marketing manager?
Loyalty programs Price-comparison searches Location-based promotions
________ are online media where active users submit news, photos, and videos often accompanied by a feedback process to identify popular topics.
Social media
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
"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
Which of the following should be assessed by a brand manager in the selection of social media networks for marketing purposes?
The number of daily visitors to the website The characteristics of the visitors to the website
Which of the following is NOT true of social media?
They are only used by individuals, not business firms.
"Followers" were first introduced on and became an important basis for which social media network?
Which two of the following are sometimes used interchangeably with the term "social media"?
User-generated content Web 2.0
Which of the following are TRUE for social media in comparison with traditional media?
Using social media requires fewer skills and less training. Social media can be produced more cheaply.
________ includes functionalities that allow collaboration and information sharing online.
Web 2.0
________ is a video-sharing website owned by Google where users can upload, view, and comment on videos.
YouTube
A(n) _____ is a small, downloadable software programs for a smartphone or tablet
app or application
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.
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.
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.
cost per thousand cost per click cost per action
Twitter is based upon the principle of
followers
Price-comparison searches and location-based promotions are
important smartphone apps for mobile marketing.
Marketing activity conducted through several Internet networks to which consumer are continuously connected using a device like a smartphone is known as
mobile marketing.
Facebook, Twitter, and LinkedIn are known as social
networks
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.
The main purpose of the LinkedIn site is
professional networking and job searching.
When using social media, participants typically
submit comments, photos, and videos.
The section of social media content should be based in part on
the characteristics of the target market segments you desire to reach.
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.
YouTube
A video-sharing website in which users can upload, distribute, view, and comment on videos
A website that enables users to send and receive messages with a limited number of characters
"Web 2.0" and "Web 3.0" are terms that are sometimes used interchangeably with
social media.
A business-oriented website that lets users post their profiles to connect to a network of business people
A website where users may create a personal profile, add friends, and exchange message, photos, and videos
________ 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
Which of the following are social media performance measures linked to inputs or costs?
Cost per action Cost per thousand Cost per click
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
