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Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

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Question 71

Multiple Choice

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Users or members to social networking websites are

A) where a social network's following comes from-with fans coming from a friend being more valuable than those coming from an ad.
B) the total number of unique individuals to a web page in a given time period-counted each time they logon to the site during that period of time.
C) the total number of unique individuals to a web page in a given time period, regardless of how many times they logon to the site during that period of time.
D) individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password.
E) the number of people who have opted in to a brand's messages through a social media platform at a given time.

F) A) and B)
G) B) and E)

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Question 72

Multiple Choice

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User-generated content refers to

A) the content posted by only one user on his or her private blog.
B) Web 3.0, the next update of the web.
C) the content created by one user using his or her smartphone.
D) another term for social media.
E) another term for flash mobs.

F) A) and C)
G) A) and E)

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Question 73

Multiple Choice

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Web 2.0 is a term that describes

Social media are

In a recent survey of small-business owners, 41 percent see __________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the textbook.

The social network that is used solely for sharing videos is

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be

LinkedIn is

If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement Twitter?

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

As a performance measure, share of voice is

The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response. This goal can be accomplished by all of the following except

Web 2.0 does not refer to any technical update of the World Wide Web, but identifies functionalities that make possible today's high degree of interactivity among users. So with Web 2.0,

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Brand managers find out what people are saying about their brand on Twitter by

If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would be

All of the following are true about StuffDOT except

A favorable image is affected by the degree of self-disclosure of a person's thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to __________ one's influence on those reached.

The three guidelines for marketing and promoting a brand using YouTube are: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) __________; and (3) target viewers by using YouTube's insights and analytics research to reveal the number of views, the number of visits to your website, and what keywords are driving user visits.

A company paying a set amount to Facebook for every time a user clicks on its ad is using __________ as a performance measure, whereas a company that pays for every 1,000 times its ad loads on a Facebook page and people may see it is using __________ as a performance measure.