Deck 3: Social and Mobile Marketing

Question 1

A blog is an example of a thought-sharing site.

Answer 1

True

Question 2

When discussing the pricing models of paid apps and freemium apps, it currently appears that the best pricing model is the paid app.

Answer 2

False

Question 3

The dynamic effect of social media engagement expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.

Answer 3

True

Question 4

Positive engagement through social media often makes customers more profitable for the firm.

Question 5

The three main types of social media are social-networking sites, blogs, and media-sharing sites.

Question 6

The term social media refers exclusively to social networking sites like Facebook.

Question 7

Now that more than 184 million people in the United States have smartphones, the use of mobile marketing has plateaued.

Question 8

An advantage of a corporate blog is that all content on the blog can be completely controlled by the company.

Question 9

Blogging tools (e.g., WordPress, Twitter) have proven to be an ineffective form of social media in helping marketers educate their potential customers.

Question 10

In Candy Crush Saga, you get five lives to play in the game. When you lose a life, it takes 30 minutes in real-life time to get that life back, or you can spend $0.99 to get those lives back. Candy Crush Saga is an example of a paid app.

Question 11

The focus of social media efforts targeted at customer interaction is building connections.

Question 12

When designing a social media marketing campaign, the first step is to identify the target audience.

Question 13

The objectives of the 4E framework for social media are excite, educate, engage, and evaluate.

Question 14

One of the seven primary needs that apps meet is the need to deliver.

Question 15

The Wheel of Social Media Engagement includes the following five effects as drivers of social media: Information, Connected, Network, Dynamic, and Timeliness.

Question 16

The three-stage process that firms use to engage customers through social and mobile media involves listening, analyzing, and correcting.

Question 17

In order for eHarmony to understand what its clients want, both in a service provider and in a mate, the company uses metrics such as the bounce rate.

Question 18

Of the types of social media identified in the text, YouTube is considered a thought-sharing site.

Question 19

The connected effect is the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster's vast connections across social media, causing the information to spread instantaneously.

Question 20

A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time.

Question 21

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a CoverGirl mascara product, then CoverGirl will have reached more than 80 million of Katy Perry's followers, even though CoverGirl has fewer than 2,000 Twitter followers.

Question 22

How does your text describe how social media firms help marketers connect with their customers?

A) by helping firms appear more "hip" to customers
B) by helping to facilitate content sharing and interpersonal interactions
C) by helping firms establish an Internet presence
D) by allowing customers to search for products more easily
E) by allowing firms to capture customer information

Question 23

Which objective of the 4E framework focuses on allowing customers the opportunity to download a sample or chapter of an e-book prior to purchasing it?

A) engagement
B) energy
C) excitement
D) experience
E) education

Question 24

The development of strong, eye-catching images and designs is important in the "monitor and change" step of developing a social media campaign.

Question 25

The 4E framework of social media includes

A) excite, educate, experience, engage.
B) excite, educate, entertain, engage.
C) expand, engage, educate, emphasize.
D) emphasize, excite, educate, engage.
E) expect, emphasize, educate, engage.

Question 26

In terms of the 4E framework, in order for a firm's offer to excite its targeted customers, the offer must be

A) unique.
B) relevant.
C) substantial.
D) easy to understand.
E) tangible.

Question 27

While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objectives?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 28

Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?

A) Educate
B) Energize
C) Excite
D) Experience
E) Engage

Question 29

While waiting in line to make a purchase at Target, Mitch sees signs reminding him to visit the company's website for online specials and to sign up on his smartphone for the Target Circle Rewards Program. Other signs remind him that Target will match competitors' prices on any item they sell. This is an example of which 4E framework?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 30

More than 12 million of LinkedIn's users are small business owners, making it an excellent resource for entrepreneurs to network with like-minded firms, identify the best vendors, or build brand reputation.

Question 31

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers-both satisfied and unsatisfied-talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 32

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes which of the 4E framework objectives?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 33

When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted?

A) Educate
B) Experience
C) Engage
D) Energize
E) Excite

Question 34

Derek just posted an entry in his blog talking about how happy he is with his new GoPro camera. In the blog he also posted videos that he took with the camera. As a customer of the product, which facet of the 4E framework for social media is Derek most exhibiting?

A) Engagement
B) Energizing
C) Excitement
D) Experiencing
E) Educating

Question 35

The connected effect of social media engagement is achieved when individuals post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook.

Question 36

An example of the ________ effect is when BMW gained in-depth information about visitors to a popular Chinese social media site, and used that information to determine which visitors were likely to be luxury car buyers and targeted advertising toward them.

A) media
B) information
C) connected
D) social
E) interconnected

Question 37

Marketers rely on three types of social media to achieve three objectives: First, members promote themselves to gain more friends. Second, the sites promote to get more members. Third, firms encourage customers to post product reviews.

Question 38

Reminding people what they already know best describes which of the 4E frameworks?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 39

Which of the following social media tools is a type of all-in-one marketing software that can be used to educate customers?

A) Facebook
B) Twitter
C) LinkedIn
D) HubSpot
E) WordPress

Question 40

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, one can read a chapter of a book before buying it, or watch YouTube videos on different ways to use a product. All of these scenarios are aimed at which aspect of the 4E framework?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 41

YouTube is an example of which type of social media site?

A) microblogging
B) media sharing
C) thought sharing
D) social networking
E) social bookmarking

Question 42

To drive awareness about serious problems in the developing world, the nonprofit organization Water is Life launched a "Hashtag Killer" campaign. This campaign posted videos on YouTube of Haitians reading tweets to excite individuals to donate to their cause. This was an example of

A) an experimental, media-sharing site.
B) a website where users can work together to create documents.
C) a site offering analytical information about website usage.
D) the use of the microblog site Twitter.
E) a video-sharing site intended for businesses.

Question 43

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of

A) microblogging.
B) media sharing.
C) thought sharing.
D) professional networking.
E) social bookmarking.

Question 44

At the Sol Wave House hotel, located on the beautiful island of Majorca, Spain, a Twitter concierge stays in constant contact with its guests. If a guest has a problem or question, the answer is just a hashtag away. This is an example of the impact of which of the following?

A) dynamic effect
B) network effect
C) connected effect
D) interconnected effect
E) information effect

Question 45

Marketers rely on the three types of social media: social networking sites, thought-sharing sites, and

A) software application sites.
B) product review sites.
C) corporate websites.
D) media-sharing sites.
E) social bookmarking sites.

Question 46

Of the various types of blogs, which one do marketers have the lowest level of control over?

A) personal
B) corporate
C) professional
D) corporate microblogs
E) professional microblogs

Question 47

Individuals achieve the ________ effect when they check in, post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook.

A) media
B) information
C) connected
D) social
E) interconnected

Question 48

Staples provides their loyal customers with a relevant coupon based on previous purchases through their mobile phone, while they are in the store. This represents the ________ aspect of the 4E framework of social media marketing.

A) engage
B) energize
C) excite
D) experience
E) educate

Question 49

Why is YouTube so appealing for retailers seeking to engage and educate their customers?

A) Its "Communities" feature lets people interested in similar topics form their own groups on the site.
B) Its "Hangouts" feature allows brands to post live product demonstrations.
C) It has the most monthly active users than any other social media site, which gives companies a forum for interacting with their fans.
D) Its unique "wall" feature allows companies to post company updates, photos, and videos about their products.
E) Companies can broadcast from their own channels and feature content relevant only to their specific products.

Question 50

The company Forever 21 posts company updates, photos, and videos, and participates in a discussion board on its "wall." The social media site used is

A) Twitter.
B) Facebook.
C) Instagram.
D) Google+.
E) LinkedIn.

Question 51

For marketers, media-sharing sites such as YouTube or Flickr are social media tools best used to

A) encourage customers to engage with the firm and experience its products.
B) stimulate excitement.
C) develop customer education and engage with other users.
D) develop customer education.
E) energize customers and stimulate excitement for its products.

Question 52

This type of thought-sharing site typically provides the highest level of control for companies.

A) professional blog
B) corporate blog
C) personal blog
D) Flickr
E) Google+

Question 53

Coca-Cola relies on ________ technology to offer their customers a free Coke at the moment they walk through a movie theater.

A) network
B) dynamic
C) radar
D) satellite
E) beacon

Question 54

LinkedIn is an example of which type of social media site?

A) social networking
B) media sharing
C) thought sharing
D) photo sharing
E) corporate blogging

Question 55

When the luxury auto brand Mercedes-Benz needed to target affluent potential customers with the launch of its new E- and C-class models, it turned to ________ because its users spend more online-more than 2.5 times as much as an average U.S. consumer-which likely signals their relative affluence.

A) Facebook
B) LinkedIn
C) Twitter
D) Flickr
E) Google+

Question 56

Your text notes that the networking benefits of LinkedIn are particularly beneficial for which group?

A) entertainment marketers
B) photo enthusiasts
C) small-business owners
D) athletes
E) journalists and bloggers

Question 57

From a marketing perspective, what role is played by professional bloggers?

A) engaging customers on behalf of companies
B) introducing new products to the marketplace
C) sharing videos and photos of products
D) recruiting employees
E) reviewing and giving product and service recommendations

Question 58

Instagram is an example of which type of social media site?

A) microblogging
B) social networking
C) thought sharing
D) media sharing
E) social bookmarking

Question 59

Marketers rely on social media to achieve three objectives: members promoting themselves to gain more friends, sites promoting to get more members, and

A) members paying to view sites.
B) potential customers paying to view sites.
C) outside companies promoting their products and services to appeal to potential customers.
D) members promoting sites to gain more friends.
E) outside companies promote to the social media site to gain potential customers.

Question 60

Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task?

A) YouTube
B) LinkedIn
C) Blog
D) Instagram
E) Google+

Question 61

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

A) need for "me time"
B) need for socializing
C) need for shopping
D) need for accomplishing
E) need for self-expression

Question 62

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

A) cost-plus
B) ad-supported
C) premium
D) per-use
E) data-driven

Question 63

The elements of the social media engagement process are

A) listening, reacting, and correcting.
B) exciting, listening, and doing.
C) analyzing, developing, and engaging.
D) listening, engaging, and evaluating.
E) listening, analyzing, and doing.

Question 64

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

A) Ad-supported apps
B) Freemium apps
C) In-app purchases
D) Paid apps
E) Paid apps with in-app purchases

Question 65

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

A) find "me time."
B) socialize.
C) shop.
D) share.
E) discover.

Question 66

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?

A) uploading a coupon to the Nike fan page
B) encouraging users to "like" the Nike Facebook page
C) run a display "Facebook ad" of the new running shoe
D) creating a "Shop Now" link on its Facebook page
E) placing a Facebook link on the Nike corporate website

Question 67

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?

A) sentiment analysis
B) page views
C) bounce rates
D) keyword analysis
E) mobilization rates

Question 68

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

A) clickers.
B) hits.
C) paths.
D) tweets.
E) impressions.

Question 69

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

A) conversion rate.
B) extended network.
C) bounce rate.
D) hits.
E) click paths.

Question 70

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

A) corporate blog.
B) network blog.
C) personal blog.
D) professional blog.
E) social blog.

Question 71

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.

A) deal-finding
B) window-shopping
C) highlighting
D) matching
E) showrooming

Question 72

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.

A) professional; network
B) professional; personal
C) personal; professional
D) personal; social
E) social; network

Question 73

What is a microblog?

A) a blog whose owner doesn't post very often
B) a blog that supports only links to other posts
C) a blog run by a small business
D) a blog service that supports only short posts
E) a blog that targets a very small consumer group

Question 74

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

A) personal blogs
B) Facebook
C) Twitter
D) YouTube
E) online reviews

Question 75

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

A) Snapchat
B) Google Calendar
C) Flipboard
D) MyFitnessPal
E) SkyMap

Question 76

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

A) Google Analytics.
B) sentiment analysis.
C) click path analysis.
D) keyword analysis.
E) bounce rate.

Question 77

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

A) reaction analysis.
B) enrichment analysis.
C) engagement analysis.
D) sentiment analysis.
E) education analysis.

Question 78

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

A) ad-supported apps
B) freemium apps
C) in-app purchases
D) paid apps
E) paid apps with in-app purchases

Question 79

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

A) the number of people who recommend the contest to others.
B) the number of people who comment on the contest.
C) the number of people who share the contest on their social media site.
D) the percentage of visitors who enter the contest.
E) the percentage of fans who like the contest.

Question 80

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

A) to prepare
B) to accomplish
C) to discover
D) to work
E) to organize