BUS 346 Ch. 3

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 Select one: a. personal blog. b. professional blog. c. social blog. d. corporate blog. e. network blog.

D. Corporate Blog

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. Select one: a. engage b. experience c. energize d. excite e. educate

D. Excite

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 Select one: a. a microblog. b. a new social network. c. media sharing. d. gamification. e. sentiment analysis.

D. Gamification

One measure of traffic from visitors on sites, the total page requests, is measured in units called Select one: a. paths. b. impressions. c. clickers. d. hits. e. tweets.

D. Hits

Research indicates that positively engaged consumers tend to be Select one: a. younger and poorer than average. b. older and wealthier than average. c. more critical consumers. d. more profitable consumers. e. more socially outgoing.

D. More profitable consumers

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 aNo Select one: a. search engine marketing associate. b. blogger. c. social media strategist. d. online customer service representative. e. community manager.

D. Online customer service representative

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? Select one: a. Placing a Facebook link on the Nike corporate website b. Creating a Facebook tab allowing users to view the tennis clothing within Facebook c. Encouraging Facebook users to like the Nike page so their friends will see this action d. Placing a Facebook ad e. Uploading a coupon to the Nike fan page

D. Placing a Facebook ad

The final step in the process of creating a social media campaign is to Select one: a. develop a budget. b. design the elements of the campaign. c. set goals. d. identify the target audience. e. monitor the program.

E. Monitor the program

Which of the following is the definition of social media? Select one: a. content distributed through online and mobile technologies b. a collection of websites that support the posting of videos and photos c. web services that allow users to share their physical locations d. the practice of users forwarding video and photo links to each other e. a group of websites that allow users to establish formal connections Feedback

A. Content distributed through online and mobile technologies

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? Select one: a. creators b. listeners c. bonders d. sharers e. professionals

A. Creators

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? Select one: a. Educate b. Energize c. Excite d. Engage e. Experience

A. Educate

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? Select one: a. sharers b. creators c. bonders d. listeners e. professionals

A. Sharers

When measuring social media effectiveness, one important measure is the number of people in an individual's social networks. This is referred to as Select one: a. social reach. b. target audience. c. the extended network. d. information flow. e. influence.

A. Social reach

Social media first began to get more professional and offer more to users Select one: a. at the turn of the twenty-first century. b. in the past few years, during its entrepreneurial phase. c. when Apple launched the first App Store. d. just after its invention phase in the early 1990s. e. in 2011-2012, when the market became flooded with smartphones.

A. at the turn of the twenty-first century

What is the appeal of Pinterest to marketers? Select one: a. creates excitement about service or products through gamification b. allows products and services to receive unlimited exposure from fans c. helps create exclusive merchandise for retailers d. allows big-box stores to compete on a cost basis with online retailers e. generates customer engagement with products Feedback

B. Allows products and services to receive unlimited exposure from fans

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? Select one: a. SCVNGR b. blog c. YouTube d. LinkedIn e. FourSquare

B. Blog

This type of thought-sharing site typically provides the highest level of control for companies. Select one: a. professional blog b. corporate blog c. Flickr d. Google+ e. personal blog

B. Corporate blog

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? Select one: a. professionals b. creators c. listeners d. sharers e. bonders

B. Creators

According to the text, which of the following has earned the highest Klout score? Select one: a. President Barack Obama b. Justin Bieber c. iPad mini d. True Blood e. Ashton Kutcher

B. Justin Bieber

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? Select one: a. sentiment analysis b. keyword analysis c. click-path data d. social influence e. budget analysis

B. Keyword analysis

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by Select one: a. engaging. b. listening. c. educating. d. exciting. e. reacting.

B. Listening

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? Select one: a. thought sharing b. media sharing c. social bookmarking d. microblogging e. social networking

B. Media 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? Select one: a. sharers b. professionals c. listeners d. bonders e. creators

B. Professionals

From a marketing perspective, what role is played by professional bloggers? Select one: a. engaging customers on behalf of companies b. reviewing and giving product recommendations c. introducing new products to the marketplace d. recruiting employees e. sharing videos and photos of products

B. Reviewing and giving product recommendations

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

B. Timely management of Twitter accounts

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? Select one: a. professionals b. sharers c. bonders d. creators e. listeners

C. Bonders

_______are a measure that indicates what percentage of potential customers act as the marketer hopes by clicking, buying, or donating. Select one: a. Keyword rates b. Bounce rates c. Conversion rates d. Mobilization rates e. Sentiment rates

C. Conversion rates

What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers? Select one: a. unable to make adjustments b. unattractive to consumers c. may limit exposure if ad is very successful d. poor cost control 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. Select one: a. professional; personal b. professional; network c. personal; professional d. personal; social e. social; network

C. Personal; professional

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 Select one: a. keyword analysis. b. gamification. c. sentiment analysis. d. click path analysis. e. Google Analytics.

C. Sentiment analysis

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? Select one: a. creators b. listeners c. sharers d. professionals e. bonders

C. Sharers

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? Select one: a. influence b. extended network presence c. social reach d. information flow e. target audience impact

C. Social reach

What does a Klout score measure? Select one: a. page views and sales b. media influence c. social reach, influence, and extended network d. conversion rates e. click path and bounce rate ratio

C. Social reach, influence, and extended network

When developing a social media campaign, what is unique about the copy and images to be used? Select one: a. They must appear only in color (not black and white). b. They need to be humorous. c. They need to be updated almost constantly. d. They need to feature only young actors. e. They must appeal to a diverse, multicultural audience.

C. They need to be updated almost constantly

Companies that specialize in sentiment analysis are least likely to look at __________ for data. Select one: a. Mommy blogs b. personal blogs c. YouTube d. Twitter e. Facebook

C. Youtube