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

Question 1

Online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics-is referred to as

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

Answer 1

D

Question 2

Web 2.0 is a term that describes

A)the functionalities of the World Wide Web that made possible the high degree of interactivity among users.
B)a technical update of the World Wide Web from Web 1.0.
C)the first Internet browser.
D)the decreased degree of interactivity among users.
E)the final published form of marketer-generated content.

Answer 2

A

Question 3

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

A)a wiki.
B)a blog.
C)an encyclomedia.
D)a Facebook Page.
E)a "tweet."

Answer 3

A

Question 4

Web 2.0 is a term that describes

A)a technical update of the World Wide Web.
B)the high degree of interactivity among users.
C)the second generation of Internet browsers.
D)the decreased interactivity of user generated content.
E)the second revision of marketer-generated web content.

Question 5

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 6

Social media are

A)online 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 7

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 8

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 9

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 Page.
E)"tweet."

Question 10

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

A)an Internet browser; blog
B)a wiki; blog
C)a blog; wiki
D)a Facebook; Twitter
E)a Twitter Page; Facebook Page

Question 11

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 12

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 13

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 14

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 15

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.

Question 16

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 17

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 18

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

A)a social network.
B)a gaming website.
C)an electronic media.
D)a social media.
E)a feedback media.

Question 19

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 20

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)content is no longer seen as being created and published in final form exclusively by one author.
B)multiple technical updates of the World Wide Web have occurred.
C)greater bandwidth allows for faster media downloads from the Internet.
D)new functionalities that are customized to each individual are included.
E)the technical interface is more user-friendly.

Question 21

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 22

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 23

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 24

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

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 25

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.

Question 26

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 27

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 28

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 29

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 30

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

A)UGC is published either on a publicly accessible website or a social networking site.
B)UGC must show a sequential journey through posts made by a user.
C)UGC is intended for commercial profit.
D)UGC is not found on social networking sites.
E)UGC is limited to text-only, 140 character maximum, postings due to the limited bandwidth of Internet service providers.

Question 31

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

A)more equal
B)lower
C)higher
D)more updated
E)less updated

Question 32

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 Page

Question 33

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 34

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 manipulated.
D)increases.
E)can't be determined.

Question 35

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 36

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 37

Social media can be classified based on: (1) __________ and (2) __________.

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

Question 38

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 39

Online content that is published on a publicly accessible website or social networking site is a criterion of

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

Question 40

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

A)UGC is published on a publicly accessible website and created by end users.
B)UGC is 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 41

All of the following are true about Facebook except

A)it recently acquired Instagram, a photo-sharing site.
B)its users who are 18 to 29 years old have an average of 300 "friends."
C)it exceeds YouTube in terms of the number of videos posted to its Facebook channels.
D)it has over 1.4 billion active users.
E)it generates revenue from more than 2 million advertisers.

Question 42

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

A)respond to user criticisms about a brand through "re-tweets" to develop more satisfied customers.
B)generate brand buzz by developing an official Twitter profile.
C)tweet on topics that provide information of value to their customers.
D)operate promotions in real time.
E)use paid ads and sponsored stories to generate new customers for its advertisers.

Question 43

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 44

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 45

All of the following are true about StuffDOT except

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 46

Each of the following is a widely used social network based on impact to both consumers and organizations, except

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

Question 47

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 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 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 48

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 49

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 is the social media website where users upload more videos to its site than any other site.
D)Facebook users aged 18 to 29 years old have an average of about 300 friends on the site.
E)Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.

Question 50

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 51

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)traditional media include Facebook and Twitter.
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 52

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 53

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

A)a cover image.
B)Facebook page posts that appear in the News Feed.
C)analytics about users.
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 54

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 five people on the planet use this site.
C)Facebook has almost 80 million active users.
D)Facebook lets people keep in touch through long text entries similar to e-mail.
E)Facebook is just as successful as Twitter.

Question 55

The website that enables users to send and receive messages up to 140 characters long is

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

Question 56

Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base?

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

Question 57

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 58

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

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 (ads, b-roll) on the left side of the Facebook Page.

Question 59

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)$175

Question 60

In 2012, Facebook acquired

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

Question 61

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

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

Question 62

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 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 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 63

All of the following statements about YouTube are true except

A)the site has 1 billion users.
B)every minute 300 hours of video are uploaded to the site.
C)many companies now offer video content through organized channels.
D)users make 4 billion views per day.
E)most of the content is uploaded by musicians like OK Go and Rebecca Black.

Question 64

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 65

Social media advertising is helpful to brand managers because consumers are

A)captive receivers who buy products online.
B)end receivers who buy products online.
C)traditional consumers who buy products in retail stores.
D)active receivers who send user-generated content to both friends and advertisers.
E)traditional receivers who browse products online.

Question 66

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)use an expert to inform the audience about product features and benefits
B)create a branded channel rich in keywords to improve the odds of the video showing up in user searches
C)tie the product to a current political or news event
D)include humorous content to attract as many viewers as possible
E)limit the video to one minute or less, the same as a TV or radio ad time limit

Question 67

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

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

Question 68

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 69

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

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 of the product.
D)Create an account and tweet about it the day before releasing the product.
E)Create content that relies mostly on professional networking and job searching.

Question 70

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach

A)two-way receivers.
B)end receivers.
C)active receivers.
D)followers.
E)connections.

Question 71

Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products. These consumers are therefore referred to as

A)one-way consumers.
B)passive receivers.
C)active receivers.
D)traditional consumers.
E)traditional receivers.

Question 72

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 73

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

A)Pinterest.
B)LinkedIn.
C)Twitter.
D)YouTube.
E)a personal blog.

Question 74

YouTube would be an excellent social network to advertise

A)almost all products.
B)the majority of products and services; however, smaller media such as Pinterest may be more successful for some products and services.
C)most products except for those that require complex explanation of benefits.
D)most products; however, the costs of posting videos can be prohibitive.
E)most products; however, search on YouTube is limited.

Question 75

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 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 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 76

The social network that is used solely for sharing videos is

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

Question 77

The three guidelines on 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) create a branded channel rich in keywords to improve the odds of the video showing up in user searches; and (3) __________.

A)use an expert to inform the audience about product features and benefits
B)tie the product to a current political or news event
C)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
D)include humorous content to attract as many viewers as possible
E)limit the video to one minute or less, the same as a TV or radio ad time limit

Question 78

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 79

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

A)through business-to-business image building and networking with industry-related groups.
B)to monitor profiles for negative mentions of the brand.
C)to create a profile for the brand.
D)to try to accumulate online "followers" for the business.
E)to buy ad space on the LinkedIn website.

Question 80

The three guidelines on marketing and promoting a brand using YouTube are: (1) __________; (2) create a branded channel rich in keywords to improve the odds of the video showing up in user searches; 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)use an expert to inform the audience about product features and benefits
B)tie the product to a current political or news event
C)include humorous content to attract as many viewers as possible
D)exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story
E)limit the video to one minute or less, the same as a TV or radio ad time limit