Question 1

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

Accepted Answer

The question is asking about the network of businesspeople on LinkedIn, which is commonly referred to as "connections" on the platform. This network allows members to gain introductions to others through mutual contacts, which is a key feature of LinkedIn. The options of followers, colleagues, contacts, and friends are all relevant terms on LinkedIn, but they do not specifically refer to this network of mutual connections.

Question 2

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.

Accepted Answer

YouTube is a video-sharing website in which users can upload, distribute, view, and comment on videos. It is a platform where users can watch and upload videos for entertainment, education, advertising, and other purposes.

Question 3

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.

Accepted Answer

The statement "most of the content is uploaded by musicians like OK Go and Rebecca Black" is not true. While there are certainly musicians who use YouTube to share their music, the site is home to a vast range of content created by individuals and organizations from all walks of life.

Question 4

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.

Accepted Answer

LinkedIn is specifically designed for business networking and has a user base of professionals looking to connect with others in their field or industry. It offers features such as job postings, company profiles, and the ability to showcase one's skills and experience. YouTube, Twitter, Facebook, and Yahoo are all more general social media platforms with a broader focus on entertainment, news, communication, and personal connections.

Question 5

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 advertising allows for active participation from consumers who not only receive ads, but also send user-generated content to both friends and advertisers. This allows for greater engagement and potential for the message to spread organically through social networks.

Question 6

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

Accepted Answer

Creating a branded channel with rich keywords helps improve search engine optimization (SEO) and increases the chances of the video showing up in user searches. This makes it easier for viewers to find your brand and watch your content.

Question 7

The social network primarily used for professional networking and job searching is
A)Twitter.
B)LinkedIn.
C)Facebook.
D)YouTube.
E)Facetime.

Accepted Answer

LinkedIn is a social network platform designed for professional networking and job searching. It allows users to create a professional profile, connect with other professionals, and follow companies in their industry. It is commonly used for job searching, recruitment, and business networking. Twitter, Facebook, YouTube, and Facetime are not primarily designed for professional networking and job searching.

Question 8

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

Accepted Answer

The question compares one major social network (not mentioned in the question) to the ones discussed in the textbook. Among the ones discussed in the textbook, LinkedIn stands out as the one that small-business owners see as potentially beneficial to their company the most, with 41 percent choosing it. The other major social networks mentioned in the textbook (Facebook, Groupon, YouTube, Twitter) have a combined percentage of less than 41 percent.

Question 9

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.

Accepted Answer

Creating an official Twitter profile for the upcoming product, recruiting followers, and showing photos of the product is the best way to generate brand buzz for the product on Twitter. This will create anticipation and excitement among potential customers, and as more people share and retweet these updates, it will help the brand to reach a wider audience. Monitoring negative mentions of the brand on Twitter and aggressively defending the brand may put off potential customers, and creating content that relies mostly on professional networking and job searching is not relevant to generating brand buzz for an upcoming product. Creating an account and only tweeting about the product the day before releasing it may not give enough time to generate enough buzz and excitement.

Question 10

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.

Accepted Answer

Social media aim to engage active receivers who will interact with the content and potentially share it, thus amplifying the message beyond the initial recipient.

Question 11

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.

Accepted Answer

The question states that traditional media use one-way communication directly to the ultimate consumer, which implies that the consumers do not actively engage in the communication process. Therefore, they are referred to as passive receivers.

Question 12

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.

Accepted Answer

YouTube is the best social network for explaining the benefits of using a complex product because it allows brand managers to use visuals and demonstrations to showcase how the product works and how it can benefit consumers. YouTube also has a large audience and users often search for product reviews and demonstrations on the platform.

Question 13

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 is the best platform to publish video content for marketing purposes, especially if it's humorous or offbeat in nature. Being the largest video-sharing platform, YouTube has a massive user base and provides brands with an opportunity to reach a diverse group of viewers who enjoy watching entertaining content.

Question 14

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.

Accepted Answer

YouTube can be a great social network to advertise for the majority of products and services. However, for certain products that require a more visual or interactive explanation of benefits, smaller media such as Pinterest may be more successful. Additionally, while posting videos on YouTube may be costly, the potential reach and engagement make it a worthwhile investment.

Question 15

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.

Accepted Answer

LinkedIn is a business-oriented website where users can post their professional profiles to connect with a network of businesspeople. It is primarily used for professional networking, job searching, and recruitment.

Question 16

The social network that is used solely for sharing videos is
A)Google.
B)Facebook.
C)YouTube.
D)Twitter.
E)LinkedIn.

Accepted Answer

YouTube is a social network that is solely dedicated to sharing videos, making it the best choice for this question. Google, Facebook, Twitter, and LinkedIn all allow users to share various types of content, including videos, but they are not exclusively focused on video sharing.

Question 17

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

Accepted Answer

By targeting viewers using YouTube's insights and analytics research, the brand can understand its audience better and tailor its marketing and promotion strategies to improve its reach and engagement. It can track the number of views, visits to the website, and insights into what drives user visits. This information can help the brand improve its marketing efforts and drive more traffic towards its YouTube channel.

Question 18

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.

Accepted Answer

The primary purpose of LinkedIn is professional networking and job searching. It allows users to create a professional profile, connect with other professionals, join industry-specific groups, and search for job opportunities. While LinkedIn may also provide some news and discussion forums, its main focus is on connecting professionals and advancing careers.

Question 19

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.

Accepted Answer

LinkedIn is primarily a platform for business-to-business networking and image building. Therefore, the best option for a brand manager would be to use LinkedIn for business-to-business image building and networking with industry-related groups. This will help the brand gain visibility and credibility among potential customers and partners in the industry. Creating a profile for the brand may also be helpful, but it's important to engage with other users and groups on the platform in order to maximize its potential. Monitoring profiles for negative mentions of the brand is important, but it should be part of a broader strategy that focuses on building a positive brand image online. Trying to accumulate online "followers" for the business may be useful, but it's important to do so in a targeted and strategic way, rather than simply trying to amass a large number of followers without any clear purpose or strategy. Finally, buying ad space on the LinkedIn website may be an effective way to reach a targeted audience, but it can be expensive and may not be the best first step for a brand manager looking to establish a presence on the platform.

Question 20

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

Accepted Answer

Exploiting visual aspects of your message can make the content more engaging and memorable, which is effective for YouTube marketing.

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

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

YouTube is

All of the following statements about YouTube are true except

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

Social media advertising is helpful to brand managers because consumers are

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

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.

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

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

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

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

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

YouTube would be an excellent social network to advertise

LinkedIn is

The social network that is used solely for sharing videos is

What is the primary purpose of LinkedIn?

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