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

Question 1

Compared with earlier forms of the Web,Web 3.0 is expected to

A)include content that has previously been archived to prevent dead links.
B)include multiple technical updates and formalized rules.
C)provide greater bandwidth to allow for faster media downloads from the Internet.
D)incorporate new functionalities that are customized to each individual.
E)use a technical interface that is more user-friendly.

Answer 1

D
Explanation: The next-generation Web,Web 3.0,will include new functionalities that allow personalization and customization to each individual based on location,interests,and needs,and it will integrate new Web features such as Cloud computing,big data,the Internet of Things,security solutions,and privacy protection.

Question 2

Companies such as Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

A)popular trends among members of the over-65 market.
B)technological advancements that can be used to promote their brands.
C)new slang terms to create more effective advertisement copy.
D)recruiting prospective employees.
E)customer complaints and suggestions.

Answer 2

E
Explanation: A blog-a contraction of "web log"-is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization.Companies such as Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insights into customer complaints and suggestions.

Question 3

Online media where users submit news,photos,and videos,often accompanied by a feedback process to identify popular topics are called

A)rich media.
B)Facebook.
C)avatar media.
D)social media.
E)feedback loops.

Answer 3

D
Explanation: Key term definition-social media.

Question 4

Messaging apps such as WhatsApp,Talk,Facebook Messenger,WeChat,and Slack allow consumers to chat with company representatives,ask questions,and obtain personalized recommendations.These messaging options,when combined with Internet bots,are becoming a new form of shopping known as

A)shop chat.
B)conversational commerce.
C)social media marketing.
D)purchase technologies.
E)connected purchasing.

Question 5

Web 2.0 describes

A)the functionalities of the Web that make possible the high degree of interactivity among users.
B)a technical update of the World Wide Web from Web 1.0.
C)the second generation of Internet browsers.
D)the increased degree of anonymity among users.
E)the final published form of marketer-generated content.

Question 6

Epicurious is a website where recipes are posted by the site owner and individual cooks.Using a "four-fork" rating system,users rate and comment on these recipes for ease or difficulty in preparation,the taste of the finished dish,and whether or not they would use the recipe again.Epicurious is most likely what type of social media website?

A)Web 2.0
B)a Facebook Page
C)a wiki
D)a blog
E)a Twitter Page

Question 7

A wiki is a

A)web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
B)business-oriented website that lets users create profiles for professional networking.
C)unique type of Internet browser where search results are personalized for each user.
D)website where users create a personal profile,add "friends," and exchange messages and photos with them.
E)website whose content is created and edited by the ongoing collaboration of end users.

Question 8

What is another term that is sometimes used interchangeably with social media?

A)net platforms
B)Web 3.0
C)user-generated content
D)user platforms
E)peer-to-peer networking

Question 9

Compared with earlier forms of the Web,Web 2.0

A)content is no longer seen as being created and published in final form exclusively by one author.
B)includes multiple technical updates and formalized rules.
C)uses greater bandwidth to allow for faster media downloads from the Internet.
D)incorporates new functionalities that are customized to each individual.
E)uses a technical interface that is more user-friendly.

Question 10

Social media are

A)online hangouts and games.
B)online media where users submit news,photos,and videos-often accompanied by a feedback process to identify popular topics.
C)any type of medium in which large groups of people read content generated by a business,government,or corporation.
D)only media that allow face-to-face communication.
E)all forms of electronic media.

Question 11

A single social media site with millions of users interacting with each other,like Facebook,Twitter,LinkedIn,and YouTube,is referred to as a(n)

A)social network.
B)gaming website.
C)electronic medium.
D)social medium.
E)feedback medium.

Question 12

What is one way in which the Internet has changed and evolved to Web 2.0?

A)Web 2.0 is the most-used Internet browser,launched in 2004.
B)The ability to access the Internet from smartphones brought on a cultural revolution in how users view and use the Internet.
C)Faster routers allowed for quicker,more efficient Internet service.
D)Internet content can now be continuously modified by all users in a participatory fashion.
E)The technical interface of the Internet has drastically changed since 2004.

Question 13

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a

A)wiki.
B)blog.
C)chat room.
D)Facebook post.
E)tweet.

Question 14

Companies such as Hewlett-Packard and Frito-Lay routinely monitor ________ to gain insights into customer complaints and suggestions.

A)blogs
B)wikis
C)single entry e-diaries
D)avatars
E)email traffic

Question 15

Although marketers use the term "mobile" to refer to the portability of phones,the term will soon take on new meaning as ________ make "mobile" even more mobile,and change an entire industry.

A)laptops
B)text messages
C)social media campaigns
D)wearable technologies
E)connected cars

Question 16

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

A)create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products
B)monitor e-mails for customer complaints and respond promptly with a 50% discount coupon
C)hold a cooking contest to generate new recipes using Betty Crocker products
D)produce commercials incorporating images of Betty Crocker cooking with the late Julia Child
E)produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook

Question 17

A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)

A)wiki.
B)blog.
C)encyclomedia.
D)Facebook post.
E)tweet.

Question 18

A blog is a

A)business-oriented website that lets users create profiles for professional networking.
B)unique type of Internet browser where search results are personalized for each user.
C)web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
D)website where users create a personal profile,add "friends," and exchange messages and photos with them.
E)website whose content is created and edited by the ongoing collaboration of end users.

Question 19

Another term sometimes used interchangeably with social media is

A)net platforms.
B)Web 3.0.
C)user platforms.
D)Web 2.0.
E)peer-to-peer networking.

Question 20

Social networks are

A)dating websites such as eHarmony.
B)Internet browsers like Safari or Firefox.
C)specific social media such as Facebook,Twitter,LinkedIn,and YouTube.
D)the replacement for e-mail to send private digital messages.
E)social media websites that are the high in self-disclosure but low in media richness.

Question 21

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as ________,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as

A)self-disclosure;media richness.
B)emotional value;social degree.
C)media richness;self-disclosure.
D)social degree;emotional value.
E)media richness;user-generated content.

Question 22

The various forms of online media content that are publicly available and created by end users is referred to as

A)user-generated content (UGC).
B)wikis.
C)net platforms.
D)Facebook pages.
E)social media.

Question 23

Social media can be classified based on ________ and

A)web browsers;apps.
B)user-generated content (UGC);marketer-generated content (MGC).
C)blogs;wikis.
D)textual complexity;visual depth.
E)media richness;self-disclosure.

Question 24

Media richness is ________ in face-to-face communication than in telephone or e-mail communications.

A)more biased
B)lower
C)higher
D)more technological
E)less independent

Question 25

User-generated content (UGC)refers to

A)content found on a "personal profile" page.
B)content found only on blogs and wikis.
C)content that is created with the intention of achieving commercial profit.
D)content found on forms of online media that are privately owned and operated by a single "user."
E)the various forms of online media content that are publicly available and created by end users.

Question 26

Which of the following statements about user-generated content (UGC)is most accurate?

A)UGC is published where it is accessible to the public.
B)UGC must show a sequential journey through posts made by a user.
C)UGC is intended for commercial profit.
D)UGC includes personal e-mails.
E)UGC is limited to text-only,280-character maximum posts due to the limited bandwidth of Internet service providers.

Question 27

Online content that shows a significant degree of creative effort,and thus is more than simply posting a newspaper or magazine article on a personal blog,is a criterion of

A)online advertisements.
B)blogs.
C)user-generated content (UGC).
D)wikis.
E)YouTube.

Question 28

In classifying social media,self-disclosure is

A)the degree to which a person's thoughts,feelings,likes,and dislikes are shared when engaged in a social interaction.
B)the degree of acoustic,visual,and personal contact between two communication partners.
C)an undesirable effect of social media in which too much personal information is given by users,resulting in identity theft.
D)a growing trend in which telephone and e-mail communications contribute to one's online profile.
E)behavior that leads to an unfavorable impression by other online users.

Question 29

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

A)user-generated content.
B)social value.
C)self-disclosure.
D)media richness.
E)emotive content.

Question 30

A criterion of ________ is that it is online content that is published on a publicly accessible website or social networking site.

A)social networks
B)user-generated content (UGC)
C)blogs
D)wikis
E)YouTube

Question 31

All of the following statements about user-generated content (UGC)are true except which?

A)UGC is published on a publicly accessible website and created by end users.
B)UGC includes reposting an article found in a newspaper or magazine without editing.
C)UGC is consumer-generated by an individual outside of a professional organization.
D)UGC shows a significant degree of creative effort.
E)UGC is not simply e-mail,but is published on a publicly accessible website.

Question 32

A publicly accessible personal journal and online forum for an individual or organization is a(n)________,whereas a website whose online content is created and edited by the ongoing collaboration of end users is a

A)Internet browser;blog.
B)wiki;blog.
C)blog;wiki.
D)Facebook post;Twitter post.
E)Twitter post;Facebook post.

Question 33

In social interactions,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.

A)decrease
B)not affect
C)undermine
D)manipulate
E)increase

Question 34

User-generated content

A)is the content posted by only one user on his or her private blog.
B)refers to Web 3.0,the next update of the web.
C)is the content created by one user using his or her smartphone.
D)covers all the ways people can use social media.
E)is a formal term for flash mobs.

Question 35

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal,the level of self-disclosure

A)decreases.
B)is not affected.
C)undermines the credibility of the site.
D)increases.
E)increases the credibility of the site.

Question 36

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

A)online advertisements.
B)user-generated content (UGC).
C)blogs.
D)wikis.
E)YouTube.

Question 37

A blog is ________,whereas a wiki is

A)a log of an individual's Internet activity;Internet activity updated by the user.
B)a website for companies to gather customer insights;an academic tool to post grades and projects.
C)a website whose online content is created and edited by the ongoing collaboration of end users;a publicly accessible personal journal and online forum for an individual or organization.
D)a publicly accessible personal journal and online forum for an individual or organization;a website whose online content is created and edited by the ongoing collaboration of end users.
E)an advertising forum;an artistic forum.

Question 38

As the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site

A)decreases.
B)is not affected.
C)can be more easily manipulated.
D)increases.
E)can't be determined as exactly.

Question 39

In classifying social media,media richness is ________,whereas self-disclosure is

A)the degree to which a person's thoughts,feelings,likes,and dislikes are made public;the degree of acoustic,visual,and personal contact between two communication partners.
B)the degree of acoustic,visual,and personal contact between two communication partners;the degree to which a person's thoughts,feelings,likes,and dislikes are made public.
C)the quality of the graphics and video on a website;the online conduct that leads to an unfavorable impression.
D)a visual measure;an emotional measure.
E)the extent to which a user personalizes his/her profile page;adding contact information (telephone,address,and e-mail)on one's Facebook profile.

Question 40

Blogs and wikis differ in that a blog is a diary that shows a ________,while a wiki shows the end result as a

A)complete thought process;fragmented group of ideas.
B)sequential journey;single entry.
C)single entry;sequential journey.
D)personal side of the user;formal presentation.
E)long narrative;block of text.

Question 41

Brand managers use both traditional and social media to promote and advertise their products.Traditional media ________ while social media

A)appeal to a younger audience;appeal to a middle-aged audience.
B)are cheaper;are more creative.
C)are produced quickly and inexpensively by an individual;are expensive to produce and may take a team of specialists months to complete.
D)are generally accessible everywhere to those with smartphones,computers,and tablet devices;are typically produced by an individual and privately owned by them.
E)take longer to produce and use a team of specialists;can be produced inexpensively and quickly by an individual.

Question 42

All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations except which?

A)Twitter
B)YouTube
C)Facebook
D)LinkedIn
E)Snapchat

Question 43

Individuals and organizations can establish themselves as "experts" in their given field,thereby becoming "influencers" in that field.But with social media,a sender often simply begins to participate in the ________,hoping that the quality of the message will establish credibility with the receivers,thereby enhancing the sender's influence.

A)digital thread
B)conversation
C)amateur discussion
D)discussion pool
E)information superhighway

Question 44

Facebook is

A)a website where users may create a personal profile;add other users as friends;and exchange comments,photos,videos,and "likes" with them.
B)a website that enables users to send and receive "tweets," messages up to 140 characters long.
C)a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D)a video-sharing website in which users can upload,distribute,view,and comment on videos.
E)a virtual content-sharing social network that allows people to share images of their favorite things such as clothing,craft ideas,and recipes as well as enables them to categorize these images.

Question 45

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 which?

A)updating content regularly to keep it fresh
B)using familiar imagery and messaging,but adding a twist
C)learning users' passions
D)letting users guide content
E)posting Instagram videos on the left side of the Facebook Page

Question 46

Facebook continues to enhance its capabilities;it recently acquired

A)Twitter.
B)Pinterest.
C)Vimeo.
D)Snapchat.
E)Oculus.

Question 47

All of the following are differences between social and traditional media except which?

A)the number of and skills required to produce and train personnel to produce the media
B)the permanence of the media
C)the credibility of the media
D)the ability to reach a mass or specialized market segment
E)the privacy and anonymity of the media

Question 48

Figure 19-1

One dimension,________,is used to classify social media and is shown above in Figure 19-1 on the y-axis,ranging from "impersonal" to "very personal."

A)user-generated content
B)technical skill
C)self-disclosure
D)media richness
E)channel

Question 49

Which social network has found a niche in helping small business networks reach potential customers,as well as filling its traditional role of connecting job seekers and jobs?

A)Twitter
B)YouTube
C)Facebook
D)LinkedIn
E)Pinterest

Question 50

Figure 19-1

One dimension,________,is used to classify social media and is shown above in Figure 19-1 on the x-axis,ranging from "words" to "animation."

A)user-generated content
B)technical skill
C)self-disclosure
D)media richness
E)channel

Question 51

To create a successful advertising campaign on Facebook,a good strategy is for a brand manager to use it to

A)create ads that will appear in a specified,strategic position on every page when users log into their profiles.
B)create and send an e-mail message to every registered Facebook user.
C)create video ads with a funny,engaging,character spokesperson for the brand that will capture users' attention and go viral.
D)create ads that incorporate controversial topics such as religion and politics to get Facebook users to "like" their page.
E)create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.

Question 52

The social media website open to anyone age 13 and over where users may create a personal profile;add other users as friends;and exchange comments,photos,videos,and "likes" with them is known as

A)Twitter.
B)Vimeo.
C)Facebook.
D)YouTube.
E)LinkedIn.

Question 53

A recent study found that a "like" or a "friend" to a brand's Facebook page is worth ________ in terms of product spending,brand loyalty,and "propensity to recommend" the site to others.

A)$17
B)$53
C)$83
D)$145
E)$174

Question 54

To generate traffic to a Facebook Page for a brand,which is mode of advertising on Facebook?

A)Messages can be sent to the inbox on a user's profile page.
B)Pop-up ads can appear after a user logs in.
C)Facebook will place links to other webpages on its home page.
D)Facebook does not allow any forms of advertising.
E)Paid ads and sponsored stories can appear on a user's profile page.

Question 55

Which of the following statements is true about Facebook?

A)Facebook is second to Twitter in the number of registered users.
B)Facebook is open to users who are at least six years old.
C)Facebook gets more video uploads than any other social media site.
D)Facebook users aged 18 to 29 years old have an average of about 300 friends on the site.
E)Facebook's primary purpose is enabling users to network and connect with others in their profession.

Question 56

In what way are traditional and social media similar?

A)They both require specialized training.
B)They both rely upon contributions from established "experts" to create credibility and social authority.
C)They both can reach either large or niche audiences.
D)They both are relatively inexpensive or free to produce.
E)They both produce content that can be altered after posting or publication.

Question 57

Which of the following statements about Facebook is most accurate?

A)Facebook is the third most-used social network.
B)Facebook has a global presence-one in every four people on the planet use this site.
C)Facebook has almost 80 million active users.
D)Facebook's most commonly used tool lets people keep in touch through private,long text entries similar to e-mail.
E)Facebook has a nominal fee to join,depending on country of origin.

Question 58

A Facebook page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers except which?

A)a cover image
B)Facebook page posts that appear in the News Feed of those who have "liked" the page
C)the number of people who saw a specific post
D)the ability to "tweet" a comment on an ad a firm has posted on its Facebook page
E)the number of people who clicked the "Like" button

Question 59

All of the following are true about StuffDOT except which?

A)StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item.
B)StuffDOT start-up targets college-aged women.
C)StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city.
D)StuffDOT campus ambassadors are a major force behind the platform's growth.
E)StuffDOT financial rewards can be redeemed for gift cards with many major retailers.

Question 60

While both traditional media and social media can reach either a large audience or a niche audience,social media are different from traditional media because

A)production of traditional media requires specialized skills and a team of people.
B)social media are rejected by older and less affluent target markets.
C)social media only reach niche audiences.
D)social media are relatively expensive to produce.
E)the content of social media cannot be altered after publication.

Question 61

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

A)having employees perform spot checks on posts.
B)using social media management tools like TweetDeck.
C)creating their own Twitter account and seeing what "followers" say on Facebook.
D)recognizing that posts are too brief to allow for a substantive mention of their brand.
E)employing outside search services such as Google and Bing.

Question 62

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.

A)Facebook
B)Groupon
C)YouTube
D)Twitter
E)LinkedIn

Question 63

All of the following statements about YouTube are true except which?

A)YouTube is owned by Google.
B)Every minute 300 hours of video are uploaded to the site.
C)Many companies now offer video content through organized channels.
D)About half of YouTube's traffic comes from mobile devices.
E)Most content is uploaded by professional musicians,videographers,and businesspeople.

Question 64

What is the primary purpose of LinkedIn?

A)LinkedIn keeps track of business trends and "breaking news."
B)LinkedIn provides a way to integrate all of one's social networks into a single,comprehensive news feed.
C)LinkedIn provides a forum for discussion about the difficulties and stresses of the job market.
D)LinkedIn provides a forum to create a conversation between large companies and their employees.
E)LinkedIn is a platform for professional networking and job searching.

Question 65

The business-oriented website that lets users post their profiles and connect to a network of businesspeople is

A)LinkedIn.
B)YouTube.
C)Twitter.
D)Facebook.
E)Yahoo.

Question 66

The social network primarily used for professional networking and job searching is

A)Twitter.
B)LinkedIn.
C)Facebook.
D)YouTube.
E)Facetime.

Question 67

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

A)join groups of industry professionals to demonstrate the organization's capabilities in particular areas.
B)monitor profiles for negative mentions of the brand.
C)create a profile for the brand with a fictional "typical" brand user.
D)try to accumulate online "followers" for the business.
E)request to be linked with potentially lucrative customers.

Question 68

Teenager Carter Wilkerson was awarded free chicken nuggets for a year by Wendy's based on his activity on which of the following social networks?

A)YouTube
B)LinkedIn
C)Facebook
D)Twitter
E)Pinterest

Question 69

LinkedIn is

A)a website where users may create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them.
B)a website that enables users to send and receive short messages up to 280 characters long.
C)a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D)a video-sharing website in which users can upload,distribute,view,and comment on videos.
E)a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 70

The social network that is used solely for sharing videos is

A)Google.
B)Facebook.
C)YouTube.
D)Twitter.
E)LinkedIn.

Question 71

Recently,Facebook made all of the following changes to its mobile capabilities except which?

A)Facebook created an initiative called Instant Articles to improve the speed of news publishing.
B)Facebook introduced the app Moments,which uses facial recognition to prompt users to share photos.
C)Facebook launched a program known as Custom Audiences to allow marketers to use e-mail marketing with mobile users.
D)Facebook eliminated privacy settings when it is accessed via a mobile device for all but its paid advertisers.
E)Facebook added Facebook Live to allow users to broadcast up to four hours of live streaming video.

Question 72

All of the following are tips experts recommend to student job seekers using LinkedIn except which?

A)Write an informative,short,memorable profile headline.
B)Include a clear,simple,recent photo of yourself.
C)Include as many recommendations as you can get.
D)Fill in the Skills & Expertise section with keywords that recruiters use in their searches.
E)Set your profile to "public" and include its URL on your resume.

Question 73

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

A)YouTube.
B)LinkedIn.
C)Facebook.
D)Twitter.
E)Google Chrome.

Question 74

The website that enables users to send and receive messages up to 280 characters long is

A)LinkedIn.
B)YouTube.
C)Twitter.
D)Facebook.
E)Yahoo.

Question 75

Twitter can be a good source of information about a brand or product because of its

A)short message length.
B)photo-sharing capability.
C)ability to display user-generated video content.
D)ownership of CoTweet.
E)ability to post professional profiles.

Question 76

Twitter is

A)a website where users may create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them.
B)a website that enables users to send and receive short messages up to 280 characters long.
C)a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D)a video-sharing website in which users can upload,distribute,view,and comment on videos.
E)a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 77

Through a network of businesspeople known as ________,members of LinkedIn might gain an introduction to someone they wish to know through a mutual contact.

A)followers
B)colleagues
C)contacts
D)connections
E)friends

Question 78

Brand managers can strategically use Twitter to do all of the following except which?

A)respond to user criticisms about a brand to develop more satisfied customers
B)generate brand buzz by developing an official Twitter profile
C)tweet and video stream on topics that provide information of value to their consumers
D)use interactive video and live video features to get users engaged with their brands
E)post user profiles for job seekers

Question 79

YouTube is

A)a website where users may create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them.
B)a website that enables users to send and receive short messages up to 280 characters long.
C)a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D)a video-sharing website in which users can upload,distribute,view,and comment on videos.
E)a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 80

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

A)Monitor other Twitter accounts for negative mentions of your brand.
B)Aggressively defend your brand on your Twitter account.
C)Develop an official Twitter profile,recruit followers,and show photos and video of the product.
D)Create an account and tweet about the launch the day before releasing the product.
E)Create content that relies mostly on professional networking and job searching.