Question 1

________ out of every 10 US consumers owned a smart phone in 2014.

Accepted Answer

In 2014, approximately six out of every ten US consumers owned a smartphone, reflecting the growing adoption of mobile technology at that time.

Question 2

Which of the following is NOT one of the four distinctive characteristics of a mobile device?

Accepted Answer

The four distinctive characteristics of a mobile device are that it is tied to one user, it is virtually always "on," it allows for immediate consumption as it is a distribution channel with a payment system, and it is highly interactive given it allows for geotracking and picture and video taking. Personalization of messages is not a distinctive characteristic but rather a feature that can be utilized on a mobile device.

Question 3

Provide five examples of things a marketer might track to measure buzz.

Accepted Answer

The answer of Provide five examples of things a marketer...

Question 4

Mobile ad spending approached ________ worldwide in 2013.

Accepted Answer

Mobile ad spending approached $18 billion worldwide in 2013.

Question 5

What are the two most trusted sources of brand information?

Accepted Answer

The answer of What are the two most trusted sources...

Question 6

Which of the following best characterizes average consumers' current media consumption patterns?

Accepted Answer

According to recent studies and surveys, consumers spend more time on their mobile devices than on traditional media such as radio, magazines, and newspapers combined. This trend is expected to continue as mobile devices continue to become more ubiquitous and offer a wider variety of content options. Therefore, option C is the most accurate characterization of average consumers' current media consumption patterns.

Question 7

P&G's Vocalpoint is a group built on the premise that moms who have conversations with three to five women each day are more influential than women who speak to 25 to 30 other women during the day.

Accepted Answer

The answer of P&G's Vocalpoint is a group built on...

Question 8

Only 4 percent of content cascades to more than one person beyond the initial recipient.

Accepted Answer

This statement is true. According to a study by the New York Times, only 4 percent of content shared on social media platforms, such as Twitter, goes beyond the first recipient.

Question 9

BzzScapes are digital tools to activate widespread opinion-sharing throughout its own social media site and each member's personal social circles.

Accepted Answer

BzzScapes are designed to promote opinion-sharing, both within the BzzScapes platform and through members' personal social media networks.

Question 10

Social influence can lead to disproportionally positive online ratings, and subsequent raters are more likely to be influenced by previous negative ratings than positive ones.

Accepted Answer

Research has shown that social influence can indeed lead to disproportionally positive online ratings, but subsequent raters are more likely to be influenced by previous positive ratings rather than negative ones, creating a bandwagon effect where positive feedback leads to more positive feedback.

Question 11

From a consumer's perspective, what are the limitations of getting information from an online review?

Accepted Answer

The answer of From a consumer's perspective, what are the...

Question 12

Consumers are more likely to share a viral video ad when the brand uses pulsing so it is not too intrusive in the video.

Accepted Answer

Pulsing is a technique where the brand's message is presented intermittently throughout the video rather than constantly. This makes it less intrusive and more effective in getting viewers to share the video. Studies have shown that pulsing can increase the likelihood of a video going viral.

Question 13

What are four pieces of advice for getting a viral ad shared?

Accepted Answer

The answer of What are four pieces of advice for...

Question 14

Which of the following is the "third screen"?

Accepted Answer

The "third screen" refers to mobile phones, as they are considered the third most important screen in a person's life after the television and computer.

Question 15

What is viral marketing? Please provide an example.

Accepted Answer

The answer of What is viral marketing? Please provide an...

Question 16

________ are bite-sized software programs that can be downloaded to smart phones.

Accepted Answer

Mobile apps are specifically designed for use on smart phones and can be downloaded from app stores or other sources. They are designed to be convenient and can offer a wide range of functionality, from games to productivity tools to banking and shopping apps. Mini-billboards, loyalty programs, virtual maps, and cookies are not necessarily exclusive to smart phone use.

Question 17

Identify and describe the rungs on the customer loyalty ladder in ascending order.

Accepted Answer

The answer of Identify and describe the rungs on the...

Question 18

Marcel downloaded an episode of his daughter's favorite program to his cell phone to ward off a tantrum while they were shopping. Which of the four distinctive characteristics was most critical to enable this action?

Accepted Answer

The most critical characteristic to enable Marcel to download the episode to his phone was the fact that it allowed for immediate consumption as a distribution channel with a payment system. This means that he could easily and quickly obtain the episode without having to wait or go through a complicated process, and could pay for it with his phone as well. The other characteristics listed may have been relevant, but were not as critical in this specific situation.

Question 19

A recent Nielsen survey found that online customer reviews were the most trusted source of brand information.

Accepted Answer

I do not have access to specific survey results or data beyond my training cut-off in October 2023.

Question 20

According to researchers, what steps can improve the likelihood of starting a buzz?

Accepted Answer

The answer of According to researchers, what steps can improve...

Quiz 21: Managing Digital Communications: Online, Social Media, and Mobile