Question 1

Performance measures for social media are divided into two types:
A)the number of photos uploaded and the number of characters typed (comments,tweets,etc. ).
B)purchases made online and purchases made in a store as a result of a link from a social media website.
C)traditional media costs and social media costs.
D)the number of "views" of a YouTube video and the number of "likes" on Facebook.
E)those linked to inputs or costs and those tied to the outputs or revenues.

Accepted Answer

Performance measures for social media divide into: (1)those linked to inputs or costs and (2)those tied to the outputs or revenues resulting from social media.

Question 2

What is the key marketing objective for advertising on social networking sites?
A)Develop cost-effective ads with a CPM of less than 50 cents for every 1,000 hits.
B)Create ads that have an immediate impact on sales.
C)Try to gain viewers' attention for a few extra seconds.
D)Use the cost-per-click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website.
E)Create ads that appeal to all demographic groups-regardless of age,gender,ethnicity,education,or income-to maximize cost efficiency.

Accepted Answer

The key for a brand manager using social media is to gain viewers' attention for a few extra seconds.

Question 3

Within the context of social media,an "evangelist" is an online user who
A)is "delighted" about the brand advertised and sends messages to his online friends and then back to the advertiser about the joys of using the brand.
B)tries to promote an anti-consumerist agenda to other online users,hindering the effectiveness of online advertisements.
C)is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends.
D)is indifferent or neutral to advertisements on social networks.
E)is an advocate who develops her own Facebook,Twitter,or YouTube following and therefore should be contacted by advertisers about placing an ad on her website.

Accepted Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver.Instead,the goal is to reach "active receivers," those who will then become "influentials" and maybe even "delighted" with the brand advertised.These customers will then become "evangelists," who will send messages to their online friends and then back to the advertiser about the joys of using the brand.

Question 4

YouTube would be an excellent social network to advertise all of the following products except which?
A)power tools
B)financial services
C)cars
D)deep sea diving vacations
E)blenders

Accepted Answer

Financial services are difficult to explain visually and therefore video is not advisable.

Question 5

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands except
A)defines the characteristics of the one or more market segments she wants to reach.
B)negotiates compensation for the advertising,including the form of measurement.
C)composes title and copy for the social network ad.
D)decides on the images (photos and videos)used to promote the brand.
E)specifies the web address(es)to which its ad should link based on the brand's social media marketing goals.

Accepted Answer

Brand managers may compose title,copy,and images or photos for an ad for their brand.They may also specify the web address to which an ad should link based on the brand's social media marketing goals.To increase awareness and build a fan base,they might link the ad to the firm's or brand's website or its Facebook,Twitter,YouTube,or Pinterest sites.Ideally,to encourage and produce new sales that can be tracked,brand managers can link the ad to a coupon code,a specific product on a website,or a promotional offer.Brand managers then define the characteristics of the one or more market segments they want to reach for each social medium selected.This starts with demographic characteristics such as geographic region,gender,age range,and education,and then adding factors like relationship status and user interests.

Question 6

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.

Accepted Answer

YouTube offers great opportunity for a brand manager to produce and show a video that explains the benefits of a complex product.Because YouTube is owned by Google,it incorporates a search engine,so users interested in a specific topic can find it easily.In terms of cost advantages,although a brand manager must pay the cost of creating a video,launching a new channel on YouTube is free.

Question 7

Which of the following statements about the role of social media for PepsiCo's "Friend Finder" is most accurate?
A)The purpose of the video was to reinvigorate sales of the Diet Pepsi brand.
B)Advertising the "Friend Finder" video on Facebook made sense since so many people look up old friends on this site.
C)Pepsi created a series of tweets describing the rekindling of the relationship between Selena Gomez and Justin Bieber.
D)The Pepsi "Friend Finder" YouTube video prompted users to download an app that let them find lost friends at music festivals via drone.
E)"Friend Finder" was an expensive failure for Pepsi,failing to connect with consumers.

Accepted Answer

PepsiCo used its entertaining "Friend Finder" video to promote its Pepsi MAX beverages-a zero-calorie cola.The video begins with the observation that one-third of all people lose their friends at music festivals and then goes on to show people at a festival who have lost their friends.They then download the Pepsi MAX "Friend Finder" app and follow drones to find their friends! "Friend Finder" was a huge hit for Pepsi MAX,with over 5 million views on YouTube.Even better,the video reinforces the product's "Live For Now" tagline.

Question 8

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)inert users.
D)traditional consumers.
E)traditional receivers.

Accepted Answer

Traditional media,such as magazine or TV ads,generally use one-way communication from sender to receiver,who the marketer hopes will buy the product advertised.A little word-of-mouth chatting may occur among the "passive receivers" but communications generally end with the receiver.

Question 9

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.

Accepted Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver.Instead,the goal is to reach "active receivers," those who will then become "influentials" and maybe even "delighted" with the brand advertised.These customers will then become "evangelists," who will send messages to their online friends and then back to the advertiser about the joys of using the brand.

Question 10

What is the challenge presented to brand managers by social media advertising?
A)Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media.
B)Brand managers need to convince social networks to post their ads free of charge.
C)Brand managers need to create "universally appealing" ads since they cannot target specific demographics on social networks.
D)Brand managers have difficulty estimating how many users have clicked on their ads,which leads to problems in assessing an ad's effectiveness.
E)Brand managers need to realize that there are only a few social networks to advertise on.

Accepted Answer

Ads and video on social media such as YouTube and Facebook are less likely than traditional print ads to have a marketing objective of immediate sales.

Question 11

New performance measures are emerging in an effort to find an ideal one for social media advertising that
A)links unique visitors and new products.
B)monitors registered users.
C)evaluates brand awareness.
D)ties actual sales revenues to the cost of the ad.
E)links brand buzz and consumers' emotional connections to the brand.

Accepted Answer

The ideal performance measure for both conventional and social media is one that ties actual sales revenues to the cost of the ad or other promotion.

Question 12

Marketers can use one of two communication strategies: The first strategy uses Facebook pages and YouTube channels,and the second strategy uses ads in newspapers,magazines,and on TV.The difference between these two types of marketing strategies is that the first one targets consumers who are ________ and the second one targets consumers who are
A)passive receivers;active receivers.
B)an older demographic;a younger demographic.
C)wealthy;disadvantaged.
D)active receivers;passive receivers.
E)evangelists;brand ambassadors.

Accepted Answer

Facebook pages and YouTube channels are social media marketing strategies for consumers who are "active receivers." This strategy seeks to reach the consumer who will actively respond to a social media-placed ad.The goal of this strategy is that the communication does not end with the individual receiver;it is hoped that a consumer will be "delighted" by the brand advertised,become an "influential," and then an "evangelist" who will send messages to his/her online friends and then back to the advertiser about the joys of using the brand.Ads in newspapers,magazines,and on TV are one-way communications with consumers whom the marketer hopes will buy the product advertised.Consumers who see the newspaper,magazine,and TV ads are "passive receivers" because the communication ends with them.

Question 13

Cost per thousand (CPM)is a measure in which
A)a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it.
B)a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
C)a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)a fixed amount of money that is paid to a site for posting an ad for a finite amount of time.
E)a fixed discount is given to a visitor for clicking on an ad.

Accepted Answer

Cost per thousand (CPM)is a measure in which a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it.

Question 14

In using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing ________ and the characteristics of a site's visitors.
A)the availability of a social network to run apps
B)the ability of the site to be measured in terms of its sales,profitability,distribution density,and other performance metrics
C)the number of users or unique visitors to the website
D)the ability of the social network to pull controversial content
E)the site's ability to present the results of keyword searches to improve the odds of a firm's products showing up in user searches

Accepted Answer

In using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing: (1)the number of users or unique visitors to the website and (2)the characteristics of these visitors.

Question 15

Cost per click is a measure in which
A)a fixed amount of money is paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
B)a fixed amount of money is paid to the site for every sale that originated from an ad posted on that site.
C)a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
D)a fixed amount of money is paid for every 1,000 times an ad loads,up to $100 a month.
E)a fixed discount is given to a visitor for clicking on an ad.

Accepted Answer

A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as cost per click (CPC).

Question 16

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media deliberately seek to reach
A)two-way receivers.
B)end receivers.
C)active receivers.
D)followers.
E)connections.

Accepted Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver.Instead,the goal is to reach "active receivers," those who will then become "influentials" and maybe even "delighted" with the brand advertised.These customers will then become "evangelists," who will send messages to their online friends and then back to the advertiser about the joys of using the brand.

Question 17

A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as
A)click-through rate (CTR).
B)cost per thousand (CPM).
C)fixed fee rate (FFR).
D)cost per action (CPA).
E)cost per click (CPC).

Accepted Answer

A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as cost per click (CPC).

Question 18

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as
A)fixed fee rate.
B)cost per thousand.
C)cost per action.
D)cost per click.
E)fixed cost.

Accepted Answer

Cost per thousand (CPM)is a measure in which a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it.

Question 19

An active receiver who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n)
A)expert.
B)follower.
C)end receiver.
D)traditional consumer.
E)evangelist.

Accepted Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver.Instead,the goal is to reach "active receivers," those who will then become "influentials" and maybe even "delighted" with the brand advertised.These customers will then become "evangelists," who will send messages to their online friends and then back to the advertiser about the joys of using the brand.

Question 20

Which of the following is a guideline for marketing and promoting a brand using YouTube?
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.

Accepted Answer

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)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.

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

Performance measures for social media are divided into two types:

What is the key marketing objective for advertising on social networking sites?

Within the context of social media,an "evangelist" is an online user who

YouTube would be an excellent social network to advertise all of the following products except which?

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands except

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

Which of the following statements about the role of social media for PepsiCo's "Friend Finder" is most accurate?

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

Social media advertising is helpful to brand managers because consumers are

What is the challenge presented to brand managers by social media advertising?

New performance measures are emerging in an effort to find an ideal one for social media advertising that

Cost per thousand (CPM) is a measure in which

In using social media,a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing ________ and the characteristics of a site's visitors.

Cost per click is a measure in which

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

A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as

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

An active receiver who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n)

Which of the following is a guideline for marketing and promoting a brand using YouTube?