Question 1

Marketers can use one of two strategies: the first strategy uses Groupon and Living Social Deals,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) disadvantaged; wealthy

Accepted Answer

The first strategy using Groupon and Living Social Deals targets consumers who are actively searching for deals and discounts, making them "active receivers." On the other hand, the second strategy using ads in newspapers, magazines, and on TV targets a broader audience, including those who may not be actively looking for deals, making them "passive receivers."

Question 2

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

Accepted Answer

Performance measures for social media can be categorized into those linked to inputs or costs (such as the number of posts or hours spent on social media) and those tied to the outputs or revenues (such as the number of website visits, leads generated, or sales made). Therefore, the best choice is E. The other options are either not performance measures or not relevant to social media.

Question 3

does Facebook generate its sales revenue from ads?
A) Facebook allows companies' ads to show up in pop-up windows throughout the site.
B) Facebook charges companies to create a Facebook Page for their brands.
C) Facebook charges for ads to appear along the right-hand section of a Facebook webpage.
D) Facebook staff members create ads for companies who want to advertise on Facebook.
E) Facebook charges companies every time their brand is mentioned in a user's profile.

Accepted Answer

Facebook generates the majority of its sales revenue from ads that appear along the right-hand side of a user's webpage. This is one of the most prominent locations for ads on Facebook, and companies are charged for their ad to appear here.

Question 4

example of a performance measure linked to inputs or costs in social media advertising is
A) Facebook allows companies' ads to show up in pop-up windows throughout the site.
B) Facebook charges companies to create a Facebook Page for their brands.
C) Facebook staff members create ads for companies who want to advertise on Facebook.
D) Facebook charges for ads to appear along the right-hand section of a Facebook webpage.
E) Facebook charges companies every time their brand is mentioned in a user's profile.

Accepted Answer

The performance measure linked to inputs or costs in social media advertising is the cost of ads appearing along the right-hand section of a Facebook webpage. This cost depends on various factors like audience, targeting, bidding, and ad quality. Therefore, companies need to optimize their ad campaigns to lower their input costs and maximize their return on investment (ROI). The other choices (A, B, C, and E) are not linked to inputs or costs but rather to Facebook's features or services.

Question 5

is a main difference between advertising in traditional print media and advertising on Facebook?
A) Brand managers compose the title, the copy, and the images or photos of the ad.
B) Demographics are not taken into account when placing ads on Facebook.
C) Brand managers do not keep an expense budget for Facebook ads.
D) Brand managers cannot control the content of their Facebook ads-the advertising agency does.
E) Brand managers do not select the placement of where the ads are seen on Facebook.

Accepted Answer

The main difference between advertising on traditional print media and Facebook is that brand managers do not select the placement of where the ads are seen on Facebook. On traditional print media, the placement of ads is predetermined, but on Facebook, advertisers can choose specific locations on the platform where their ads will be displayed, such as the news feed or right-hand column.

Question 6

According to Figure 19-5 above,the correct rank order of social network sites from most to least popular as measured by the number of unique U.S.visitors as of September 2011 is
A) Facebook, LinkedIn, YouTube, and Twitter.
B) Facebook, Twitter, YouTube, and LinkedIn.
C) Facebook, YouTube, Twitter, and LinkedIn.
D) Facebook, YouTube, LinkedIn, and Twitter.
E) Twitter, Facebook, YouTube, and LinkedIn.

Accepted Answer

The correct rank order based on the number of unique U.S. visitors as of September 2011 is Facebook, YouTube, Twitter, and LinkedIn.

Question 7

According to Figure 19-5 above,which social network was closest to Facebook terms of unique U.S.visitors per month as of September 2011?
A) LinkedIn
B) YouTube
C) Twitter
D) Angry Birds
E) Plants vs. Zombies

Accepted Answer

YouTube was the social network closest to Facebook in terms of unique U.S. visitors per month as of September 2011.

Question 8

is the challenge presented to brand managers by social media advertising?
A) Brand managers need to convince social networks to post their ads free of charge.
B) Brand managers need to connect the cost of new social network promotions to the sales they generate.
C) Brand managers need to create "universally appealing" ads as they cannot target specific demographics on social networks.
D) Brand managers need to estimate how many users have clicked on their ads, leading to difficulties in assessing an ad's effectiveness.
E) Brand managers need to deal with having only a limited selection of social networking platforms to advertise on.

Accepted Answer

The challenge presented to brand managers by social media advertising is to connect the cost of promotions on social networks to the sales they generate, as it can be difficult to measure the effectiveness of social media ads in terms of return on investment.

Question 9

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

Accepted Answer

Social media platforms aim to engage "active receivers" who will interact with and share content, thereby amplifying the message beyond the initial recipient.

Question 10

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 daily visitors to the website, (2)__________,and (3)the focus of the website
A) the availability of 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 characteristics of these visitors
D) the ability of the social network to pull controversial content
E) the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches

Accepted Answer

When selecting social networks, it's important to consider the characteristics of the visitors on the site. Understanding demographics such as age, gender, location, and interests can help a brand manager determine which social networks are most likely to reach their target audience.

Question 11

Social media advertising is helpful to brand managers because consumers are __________.
A) end users 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 UGC to both friends and advertisers.
E) traditional receivers who buy products online.

Accepted Answer

Social media advertising allows for active engagement with consumers who not only receive the advertising messages but can also respond and create user-generated content (UGC) that can be shared with friends and advertisers. This engagement can provide valuable insights into consumer behavior and preferences, helping brand managers to better target their messaging and improve their marketing strategies.

Question 12

According to Figure 19-5 above,the correct rank order of social media sites from least to most popular as measured by the number of unique U.S.visitors as of September 2011 is
A) LinkedIn, Twitter, YouTube, and Facebook.
B) Facebook, LinkedIn, YouTube, and Twitter.
C) YouTube, LinkedIn, Twitter, and Facebook.
D) Facebook, Vimeo, YouTube, and Twitter.
E) Twitter, Facebook, YouTube, and LinkedIn.

Accepted Answer

The correct rank order from least to most popular based on unique U.S. visitors is LinkedIn, Twitter, YouTube, and Facebook.

Question 13

Figure 19-6
-While YouTube and Vimeo both allow users to upload videos,Vimeo focuses on __________ and YouTube focuses on __________.
A) videos that will appeal to a younger audience; videos that will appeal to a middle-aged audience
B) videos with artistic content; videos with broad appeal
C) videos with broad appeal; videos with more artistic content
D) upcoming movie trailers; amateur stunt videos
E) videos that will generate a profit; videos that will build social awareness

Accepted Answer

Vimeo is known for catering to creators who focus on artistic and high-quality content, while YouTube is a platform with a wide range of content that appeals to a broad audience.

Question 14

"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

An "evangelist" is someone who actively promotes and advocates for a brand or product to their online friends or followers. They are often highly satisfied with the brand and serve as brand ambassadors.

Question 15

brand manager of Nikon's newest camera product has decided create a video for an advertising campaign to be presented to a narrow,sophistical target market on one of the social networks.The best social network to reach his target audience of professional photographers is
A) YouTube.
B) LinkedIn
C) Facebook.
D) Vimeo.
E) Instagram.

Accepted Answer

Vimeo is a social network for professional filmmakers and videographers, making it a good choice for targeting a narrow and sophisticated audience of professional photographers. While YouTube, Facebook, and Instagram may have larger user bases, they are more general and may not cater to the specific needs of professional photographers. LinkedIn is more suited for professional networking and job searching rather than content sharing, so it is not as good a fit for an advertising campaign.

Question 16

Traditional media use one-way communication to advertise their products.The consumers are therefore referred to as __________.
A) one-way consumers
B) passive receivers
C) end-receivers
D) traditional consumers
E) traditional receivers

Accepted Answer

Traditional media use one-way communication where the consumers are passive receivers. They do not actively engage with the advertisement and are only exposed to the one-way message being transmitted by the traditional media.

Question 17

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 or her 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 paid by the advertisers to promote the brand's positive qualities by sending messages to his or her online friends.
D) is indifferent to advertisements on social media networks.
E) develops his or her own Facebook, Twitter, and/or YouTube following, and therefore, should be contacted by advertisers about his or her website.

Accepted Answer

An "evangelist" in the context of social media refers to a user who is enthusiastic and passionate about a brand and promotes it to their online friends and followers. They are not paid by the advertiser, but rather genuinely delighted with the brand and share their positive experiences with others.

Question 18

According to Figure 19-5 above,Facebook had slightly over __________ unique U.S.visitors per day by September 2011.
A) 20 million
B) 30 million
C) 70 million
D) 150 million
E) 800 million

Accepted Answer

The answer of According to Figure 19-5 above,Facebook had slightly...

Question 19

Figure 19-6
-of the advantages of social media is that communities can form around ideas,interests,and commonalities regardless of the physical location of their members.The best way to use this advantage to market a product is to
A) identify the niche audience of consumers to target and choose the appropriate social network to reach this audience.
B) use Facebook to reach the niche audience of consumers because it is the largest, most popular social network.
C) use Twitter to create a buzz in the niche audience of consumers to target and get them "tweeting."
D) identify consumers in the niche audience who are "passive receivers."
E) create a YouTube video because it is the highest in "media richness" and will capture the attention of the niche audience.

Accepted Answer

By identifying the niche audience and choosing the appropriate social network to reach them, a marketer can effectively target their message and engage with potential customers who have a strong interest in their product or service. It is important to research which social networks are most popular among the target audience and use strategies such as content marketing, influencer marketing, and community building to reach them. Simply using the largest or most popular social network may not be effective if the target audience is not active on that platform.

Question 20

Figure 19-6
-Using the information provided in Figure 19-6 above,what is the MOST LIKELY profile of a Facebook visitor in late 2011?
A) a male, under 25 years old, earning less than $25, 000, with at most a high school diploma
B) a female, 55 + years old, earning $25,000 to $49,999 with at least a college degree
C) a female, 45 to 54 years old, earning $25, 000 to $74,999, with some college education
D) a male, 18 to 34 years old, earning $25,000 to $9,999, with a bachelors degree
E) cannot be determined from the information provided

Accepted Answer

The correct answer is C because the graph shows that the most likely profile of a Facebook visitor in late 2011 is a female, 45 to 54 years old, earning $25,000 to $74,999, with some college education.

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

Performance measures for social media are divided into these two types: and .

does Facebook generate its sales revenue from ads?

example of a performance measure linked to inputs or costs in social media advertising is

is a main difference between advertising in traditional print media and advertising on Facebook?

According to Figure 19-5 above,the correct rank order of social network sites from most to least popular as measured by the number of unique U.S.visitors as of September 2011 is

According to Figure 19-5 above,which social network was closest to Facebook terms of unique U.S.visitors per month as of September 2011?

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

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

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 daily visitors to the website, (2) __________,and (3) the focus of the website

Social media advertising is helpful to brand managers because consumers are __________.

According to Figure 19-5 above,the correct rank order of social media sites from least to most popular as measured by the number of unique U.S.visitors as of September 2011 is

Figure 19-6 -While YouTube and Vimeo both allow users to upload videos,Vimeo focuses on and YouTube focuses on .

"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) __________.

brand manager of Nikon's newest camera product has decided create a video for an advertising campaign to be presented to a narrow,sophistical target market on one of the social networks.The best social network to reach his target audience of professional photographers is

Traditional media use one-way communication to advertise their products.The consumers are therefore referred to as __________.

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

According to Figure 19-5 above,Facebook had slightly over __________ unique U.S.visitors per day by September 2011.

Figure 19-6 -of the advantages of social media is that communities can form around ideas,interests,and commonalities regardless of the physical location of their members.The best way to use this advantage to market a product is to

Figure 19-6 -Using the information provided in Figure 19-6 above,what is the MOST LIKELY profile of a Facebook visitor in late 2011?