Deck 8: From Print and Broadcast to Social Media and Mobile Advertising

Question 1

If Walmart pays Facebook when a Facebook user clicks on Walmart's ad, Walmart is utilizing ________.

A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media

Answer 1

A

Question 2

________ consist of messages sent via channels that are not owned by the marketers, who pay for using the channels.

A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media

Answer 2

A

Question 3

Which of the following is NOT one of the four kinds of information that is typically requested from social media users?

A) basic permissions
B) users permissions
C) friends permissions
D) sensitive information requests
E) prominent permissions

Answer 3

E

Question 4

Before the report that indicates U.S. companies have spent more on mobile advertising than any other country, which country was the leader in mobile advertising?

A) Germany
B) Switzerland
C) India
D) Japan
E) China

Question 5

What company is the largest provider of data and targeting tools that advertisers need for impression-based targeting, as well as the major supplier of real-time bidding to advertisers seeking impressions among consumers who fit certain criteria?

A) Akamai
B) Yahoo
C) Acxiom
D) ChoicePoint
E) Google

Question 6

________ consist of messages sent by marketers and delivered to consumers via channels that the marketers control.

A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media

Question 7

Which of the following is NOT one of the most widely used platforms to transmit social messages?

A) intranet wikis
B) branded blogs and micro-blogs
C) social networks
D) widgets, games, and apps
E) mobile phones

Question 8

How much did the United States spend on mobile advertising on global media?

A) $1.3 billion
B) $1.7 billion
C) $2.3 billion
D) $4.3 billion
E) $6.43 billion

Question 9

________ includes means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.

A) Social media
B) Traditional media
C) Retargeting
D) Mass media
E) Application media

Question 10

What is the primary reason for growth of mobile advertising?

A) It is novel so marketers are testing it.
B) More and more people are using smartphones and other mobile Internet devices.
C) Marketers cannot differentiate between mobile advertising and advertising on social media networks.
D) Marketing budgets have dramatically increased, so there is extra money to experiment in mobile outlets.
E) Consumers think all mobile advertising is credible, regardless of its source.

Question 11

Which of the following is NOT one of the elements of social media?

A) Profiles let consumers tell others about themselves.
B) Friends are trusted members of the social network.
C) Groups within social networks help users find people with similar interests.
D) Social networks create interactions among group members via discussion boards and content sharing.
E) All of the above are elements of social media.

Question 12

Google's most prominent use is ________.

A) its search engine
B) its web-search ads
C) its online display ads
D) its mobile ads
E) its video ads

Question 13

Mobile advertising accounts for ________ percent of the total advertising spending in the United States and worldwide.

A) one
B) two
C) three
D) four
E) five

Question 14

Which of the following is a characteristic of effective social media campaigns?

A) Social media campaigns should be completely independent of advertising in social media.
B) Social media campaigns should be handled as if they only reach one audience.
C) Data mining in social media does not have any benefits.
D) Bosses who tweet personally strengthen the connections between their brands and customers.
E) Employees should be allowed to Tweet freely, without any guidelines, on behalf of the company.

Question 15

________ is sending promotional messages to consumers' cell phones, iPads, electronic readers, and other devices that people carry while on the go.

A) Social media advertising
B) Word-of-mouth advertising
C) Outdoor advertising
D) Mobile advertising
E) Guerrilla advertising

Question 16

________ consist of channels where consumers pass along messages about brand to one another.

A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media

Question 17

Results to a consumer's search query that appear even though an advertiser is not paying Google for them are called ________ search results.

A) sponsored
B) nuclear
C) fundamental
D) organic
E) subsidized

Question 18

________ are chunks of software - installed on one's computer, tablet, or smartphone - that are gateways to games, online resources, and social networking.

A) Cookies
B) UPC codes
C) Apps
D) Viruses
E) Blogs

Question 19

Which company used to allow agents to run their own Facebook pages freely, but now employs a mechanism that monitors what agents say on their Facebook pages for compliance?

A) Farmers
B) Dr. Pepper
C) State Farm
D) Dell
E) McDonald's

Question 20

Mobile devices provide four types of value to users. ________ value describes the characteristic that the value consumers receive for the money exceeds the value consumers receive from using non-mobile devices.

A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social

Question 21

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices make consumers feel good and relaxed when using the device.

A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social

Question 22

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices help consumers feel accepted by others and may impress others.

A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social

Question 23

The ability for smartphones to communicate with each other wirelessly without Wi-Fi is called ________.

A) narrowcasting
B) near field communications
C) zapping
D) stationary communications
E) Google Goggles

Question 24

Which of the following is the correct order of the steps to design effective social media campaigns?

A) produce campaign content; define campaign objectives & strategic approaches; examine platforms and determine which ones to use; examine pricing models and set expenditures needed to achieve objectives; measure campaign effectiveness
B) define campaign objectives and strategic approaches; examine platforms and determine which ones to use; produce campaign content; examine pricing models and set expenditures needed to achieve objectives; measure campaign effectiveness
C) define campaign objectives & strategic approaches; examine platforms and determine which ones to use; examine pricing models and set expenditures needed to achieve objectives; produce campaign content; measure campaign effectiveness
D) define campaign objectives & strategic approaches; examine pricing models and set expenditures needed to achieve objectives; produce campaign content; examine platforms and determine which ones to use; measure campaign effectiveness
E) examine pricing models and set expenditures needed to achieve objectives; define campaign objectives & strategic approaches; produce campaign content; examine platforms and determine which ones to use; measure campaign effectiveness

Question 25

________ is the measure of the amount of time from the start of the visit until the end of the last activity on the page.

A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views

Question 26

A creative mobile promotion offered by a restaurant, which gives consumers a live video feed from its kitchen to their mobile phones, is called ________.

A) Instagram
B) vine voyeurism
C) culinary voyeurism
D) GPS video
E) foodie video

Question 27

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices save time and money and make life easier and more efficient.

A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social

Question 28

Effective social media advertising is the result of ________.

A) systematic planning
B) total freedom
C) defined character
D) quirky novelty
E) customer dogmatism

Question 29

________ is the measure of the proportion of viewers who interact with an ad or application.

A) Unique visitors
B) Interaction rate
C) Actions taken
D) Conversation-related measures
E) Visitors' demographics

Question 30

Which of the following is a limitation of mobile advertising for marketers?

A) Consumers are reluctant to receive mobile ads.
B) Mobile ads help consumers find useful information like referrals.
C) Ads can take the entire mobile screen; mobile screens are getting larger.
D) Mobile marketers are experimenting with inserting ads in places consumers do not expect to see any.
E) Banner ads are inexpensive.

Question 31

Smobile stands for ________.

A) solar + mobile
B) sustainable + mobile
C) smooth + mobile
D) social + mobile
E) self + mobile

Question 32

Which capability is identified as the outstanding capability of mobile advertising?

A) screen size
B) use of geographic locations to deliver contextually relevant offers
C) improved use of referrals
D) improved use of cookies
E) ad creativity

Question 33

________ is the measure of the number of pages that users have clicked through.

A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views

Question 34

________ is the measure of number of visitors to the website that have accessed the website's content.

A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views

Question 35

Lonnie is responsible for online customer acquisition at a direct marketing firm. His objective is to drive low-cost, high quality traffic to the company's website. Which metric would be the best indicator of how efficiently he spent his online advertising budget?

A) unique visitors
B) cost per unique visitor
C) return visits
D) time spent
E) page views

Question 36

Where are mobile advertisers spending most of their money?

A) banner ads
B) pop-up ads
C) search ads
D) sponsorships
E) games

Question 37

________ is the measure of the total cost of placing the application or ad divided by the number of unique visitors.

A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views

Question 38

Research indicates that companies with low credibility and poor reputations should create ________ mobile ads.

A) humorous
B) entertaining
C) novel
D) serious
E) complex

Question 39

Promotions placed on social media employ ________, which are digital tracking devices that enable senders to monitor the receivers' responses precisely and immediately.

A) electronic bread crumbs
B) demographic tags
C) electronic cookies
D) QR codes
E) UPC codes

Question 40

________ is the measure of average number of times a user returns to the site in a specific period.

A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views

Question 41

________ consist(s) of communications that target consumers in captive and less cluttered environments outside of their homes.

A) Interactive television (iTV)
B) Out of home media
C) Ambient advertising
D) Branded entertainment
E) Advergames

Question 42

A billboard with a built-in camera snapped pictures of passersby and posted them on the billboard with the notification of "Person of Interest Identified" to promote a new show on citizen-surveillance. The category of media the billboard falls into is ________.

A) interactive television (iTV)
B) out of home media
C) webisodes
D) branded entertainment
E) advergames

Question 43

________ measure how many consumers were exposed to the message and its characteristics.

A) Message receipt measures
B) Media exposure effects
C) Customer profile measures
D) Data aggregation measures
E) Nielsen net effects

Question 44

The number of visitors to the website that have accessed its content is known as ________.

A) unique visitors
B) return visits
C) time spent
D) interaction rate
E) page views

Question 45

Which of the following is a perceived weakness of the audience measures used by Nielsen?

A) Advertisers believe minorities are not adequately represented in Nielsen's panel.
B) It is the largest syndicated company offering measures related to media exposure and consumption.
C) It does not provide any indication of how many consumers received the message.
D) It does not profile consumers.
E) It does not have panels consisting of groups of consumers who provide continuous data.

Question 46

Which media type reaches geographic, demographic, and interest-focused groups with relatively precise targeting and visually high-quality ads that have high credibility, long message life, and increased exposure due to pass-along readership?

A) television
B) magazines
C) radio
D) newspapers
E) interactive television (iTV)

Question 47

Which media type offers two-way communications between subscribers and providers of cable or satellite TV, enables marketers to send addressable ads and deploy interactivity between the sender and receiver, and enables marketers to measure the persuasive impact of their messages quickly and effectively?

A) network television
B) magazines
C) radio
D) newspapers
E) interactive television (iTV)

Question 48

________ during a visit include entering contests, responding to polls' questions, redeeming coupons, playing games, posting comments, sending messages, inviting friends and downloading or uploading materials and applications.

A) Unique visitors
B) Interaction rate
C) Actions taken
D) Conversation-related measures
E) Visitors' demographics

Question 49

The type of Twitter user that follows about the same number of users as follow them is known as a ________,

A) spammer
B) conversationalist
C) celebrity
D) lurker
E) squatter

Question 50

When measuring the demographics of a site's visitors, marketers are likely to be concerned with ________.

A) examining how the target audience navigates around the site
B) examining which demographic profiles have the most engagement
C) evaluating whether content is a good match with users and whether it converts many into buyers
D) determining how to improve the sell rate and reduce the cost per impression
E) all of the above

Question 51

The largest syndicated research company that assesses how many consumers received a message and constructs a profile of those who received it is ________.

A) ComScore
B) MRI
C) Arbitron
D) Nielsen
E) Google

Question 52

________ is a service offered by Google that evaluates the effectiveness of websites and profiles their users.

A) Spammers
B) Google Analytics
C) Bots
D) Nielsen
E) none of the above

Question 53

Which media type provides access to large audiences, offers the ability to design and publish ads quickly, has considerable clutter, and offers messages with short lives?

A) television
B) magazines
C) radio
D) newspapers
E) interactive television

Question 54

The type of Twitter user that has many followers but follows very few, if any, users, is known as a ________.

A) spammer
B) conversationalist
C) celebrity
D) lurker
E) squatter

Question 55

Which media type provides access to large, heterogeneous audiences, is expensive, and suffers from consumers' time shifting?

A) television
B) magazines
C) radio
D) newspapers
E) interactive television (iTV)

Question 56

Which of the following is one of the measures of one's degree of influence on Twitter?

A) the Twitter's number of followers
B) the number of people following the followers
C) the frequency of updating tweets
D) the extent to which one's tweets are reference or cited
E) all of the above

Question 57

Which of the following is NOT a type of data available on Google Analytics?

A) tracking which search engines and ads referred visitors to the site
B) tracking what visitors do after they arrive at the site
C) tracking whether visitors register on the site
D) tracking whether visitors viewed a competitor's ad
E) tracking visitors' geographic location

Question 58

________ is/are a new means to transmit messages that have been fundamentally changing traditional promotional strategies

A) Network advertising
B) The print media
C) Mass marketing
D) Social media and mobile advertising
E) Segmentation

Question 59

Which media type provides high geographic and demographic audience selectivity, short lead-time for producing and placing ads, and online access to most broadcasts?

A) television
B) magazines
C) radio
D) newspapers
E) interactive television (iTV)

Question 60

________ include the number of unique visitors participating, the number of links related to the conversation that participants reach during the conversation, the duration between the first and last posts during the conversation, and the average time between posts.

A) Unique visitors
B) Interaction rates
C) Actions taken
D) Conversation-related measures
E) Visitors' demographics

Question 61

Two of the down sides of Twitter are: (1) it has become a popular mechanism of consumer complaints, and (2) hacked Twitter accounts have embarrassed and damaged the reputations of numerous brands.

Question 62

________ feature(s) brands embedded in video games that are played at home, in arcades, or online.

A) Interactive television (iTV)
B) Out of home media
C) Webisodes
D) Branded entertainment
E) Advergames

Question 63

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, the use of Twitter is an example of ________.

A) intranet wikis
B) branded blogs and micro blogs
C) social networks
D) widgets, games, and apps
E) mobile phones

Question 64

Social media only reaches young consumers.

Question 65

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, if Kraft Foods pays Facebook when a Facebook user clicks on the Wienermobile Run ad, Kraft Foods is utilizing ________.

A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media

Question 66

Marketers can track actions and optimize ads with apps on smartphones the same way they do on computers when consumers are surfing the Internet.

Question 67

Apps collect users' personal information and provide the information to the app developers.

Question 68

Employees should be encouraged to Tweet without guidelines or monitoring for compliance so they feel free to express themselves.

Question 69

Users "pay" for the Facebook service by providing Facebook with data about their interests, hobbies, activities, opinions, shopping, friendships, and social contacts.

Question 70

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, when consumers shared the messages about the Wienermobile Run with their friends, it was an example of ________.

A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media

Question 71

Ford developed a series of ________, or short videos shown online featuring entertainment centered around its Focus brand, aimed at college students and the active lifestyle.

A) interactive television (iTV)
B) out of home media
C) webisodes
D) branded entertainment
E) advergames

Question 72

When Chandler, one of the characters on the television show Friends, drank YooHoo chocolate flavored beverage, it was an example of ________.

A) interactive television (iTV)
B) out of home media
C) webisodes
D) product placement
E) advergames

Question 73

Social media depend on mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content.

Question 74

Companies from which country are currently spending the most annually on mobile advertising?

A) Great Britain
B) United States
C) Japan
D) Korea
E) Germany

Question 75

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, if the marketers from Kraft Foods wanted to determine which team had the most loyal, long-term followers during the summer-long road rally, they would track ________ to the team pages on the website.

A) unique visitors
B) cost per unique visitor
C) return visits
D) time spent
E) page views

Question 76

Friends permissions include requests to share users' highly personal aspects, such as political or religious affiliation and/or sexual orientation.

Question 77

Best Buy uses Twitter effectively by having qualified employees answer technological questions for about 40,000 followers.

Question 78

Social media is only used by large, well known brands.

Question 79

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team's degree of influence on Twitter?

A) the Twitter's number of followers
B) the number of people following the followers
C) the frequency of updating tweets
D) the extent to which one's tweets are reference or cited
E) all of the above

Question 80

A little over a quarter of people who use social media responded that they are more open to ads recommended by others.