Question 1

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

Accepted Answer

The primary motivation for the most time spent on mobile apps each month is the need for "me time," where users engage in activities for relaxation and entertainment, such as watching videos, playing games, or browsing social media.

Question 2

Which of the following is a pricing model for apps discussed in your text?

Accepted Answer

The answer of Which of the following is a pricing...

Question 3

The elements of the social media engagement process are

Accepted Answer

The answer of The elements of the social media engagement...

Question 4

________ are free to download, but appear as ads on the screen; they generate revenue while users interact with the app.

Accepted Answer

Ad-supported apps are free to download and generate revenue by displaying ads to users while they interact with the app.

Question 5

All of the following are primary needs that apps meet except the need to

Accepted Answer

The answer of All of the following are primary needs...

Question 6

Suppose that Nike wanted to use Facebook to increase awareness of a new line of running shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned running in their profiles?

Accepted Answer

Running a display "Facebook ad" allows Nike to use Facebook's targeting options to specifically reach users who have shown interest in running, based on their profile information and activity.

Question 7

Despite its vivid design, the website for Lolly's Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address?

Accepted Answer

The measure that needs to be addressed is bounce rates, which is the percentage of visitors who leave a website after only viewing one page. If visitors are leaving the site without making a purchase, it could mean that the website design and/or content is not compelling enough to keep them interested. By addressing the bounce rates, the owner could identify areas for improvement and make changes to encourage visitors to stay on the site longer and ultimately make a purchase.

Question 8

One measure of website traffic as determined by the total requests for a page is called

Accepted Answer

Hits are a measure of website traffic that is determined by the total requests for a page.

Question 9

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

Accepted Answer

The measure mentioned in the question, i.e., the percentage of site visitors who take the desired action, is known as the conversion rate. Therefore, option A is the best choice. Option B, extended network, refers to the number of people who are indirectly connected to a user's social media network. Option C, bounce rate, refers to the percentage of visitors who leave a website after viewing only one page. Option D, hits, refers to the number of requests received by a server, including page views and files downloaded. Option E, click paths, refer to the route that a user takes on a website, highlighting the pages they visit and the actions they take.

Question 10

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

Accepted Answer

Nuts About Southwest is owned and operated by Southwest Airlines, making it a corporate blog.

Question 11

In a process called ________, a customer visits a store to touch, feel, and even discuss a product's features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

Accepted Answer

The process described in the question is showrooming, where a customer visits a physical store to check out a product and then uses their mobile device to compare prices online, often leading to online purchases at a better price.

Question 12

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.

Accepted Answer

The fact that Jordan started her blog about books and writing because she loves it suggests that it was a personal blog. However, as publishers started sending her books for review and the readership of her blog increased, it became more professional. Therefore, her blog changed from a personal blog to a professional blog.

Question 13

What is a microblog?

Accepted Answer

A microblog is a blog service that supports only short posts, typically 140 characters or less. Examples of microblogs include Twitter and Tumblr.

Question 14

Companies that specialize in sentiment analysis are least likely to look at ________ for data.

Accepted Answer

YouTube is less focused on textual data compared to the other platforms listed, making it less likely to be a primary source for sentiment analysis companies. These companies typically analyze text-based content to gauge public opinion or sentiment, and while YouTube does contain comments, the platform's main content is video, which is more complex and resource-intensive to analyze for sentiment.

Question 15

Which of the following apps would help consumers fulfill their "need to accomplish"?

Accepted Answer

The answer of Which of the following apps would help...

Question 16

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

Accepted Answer

Sentiment analysis is the best choice in this scenario because it can help evaluate how consumers feel about Burger King's advertising campaign by analyzing social media content for positive, negative, or neutral sentiment. Google Analytics, click path analysis, keyword analysis, and bounce rate analysis are not directly related to evaluating consumer sentiment towards an advertising campaign.

Question 17

Companies can find out a lot about customers by listening to (and monitoring) what they say on their social networks, blogs, review sites, and so on. One technique that firms use to monitor such activity is called

Accepted Answer

The technique described in the question is called sentiment analysis, which involves monitoring and analyzing what customers say on social networks, blogs, review sites, etc. to determine their attitudes and emotions towards a product or company. This information can then be used by firms to improve their products and services, better target their marketing efforts, and more effectively engage with customers.

Question 18

Current research points to which pricing model for apps as the most effective?

Accepted Answer

Current research shows that most successful apps use a freemium pricing model, where the app is free to download but users can purchase additional features or content within the app. This allows for a larger audience to access and try the app, increasing the likelihood of conversion to paying users, while also generating revenue from in-app purchases. It also allows for ongoing revenue streams rather than just a one-time purchase fee.

Question 19

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be

Accepted Answer

The conversion rate is typically measured as the percentage of visitors who take a desired action, such as entering the contest, out of the total number of visitors.

Question 20

Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation?

Accepted Answer

The answer of Apps like calendars, trip planners, and flight...

Quiz 3: Social and Mobile Marketing