Question 1

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Accepted Answer

YouTube may not be the most effective platform for advertising financial services, as it is generally more focused on entertainment and lifestyle content. Ads for power tools, cars, men's cologne, and blenders could all potentially reach a broad and engaged audience on YouTube.

Question 2

-According to Figure 16-4 above,Facebook had slightly over __________ unique U.S.visitors per month by May 2012.

Accepted Answer

By May 2012, Facebook had slightly over 150 million unique U.S. visitors per month, as indicated by the data in Figure 16-4.

Question 3

All of the following statements about YouTube are true EXCEPT:

Accepted Answer

Most of the content on YouTube is not uploaded by Fortune 1000 companies like CBS, 3M, and Home Depot. Rather, it is uploaded by individual users and smaller content creators.

Question 4

-According to Figure 16-4 above,which social network was closest to Facebook terms of unique U.S.visitors per month as of May 2012?

Accepted Answer

YouTube was the social network closest to Facebook in terms of unique U.S. visitors per month as of May 2012.

Question 5

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 __________.

Accepted Answer

YouTube is the best social networking site to publish a video for marketing purposes as it has the largest audience for video content and allows for easy sharing and virality of the video. Additionally, Honda can optimize the video for search on YouTube to increase its reach even further.

Question 6

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

Accepted Answer

Social media advertising is helpful to brand managers because consumers are active receivers who not only receive but also engage with the content they see on social media platforms. They can share and create user-generated content (UGC) that can further promote the brand's message and reach a wider audience.

Question 7

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

Accepted Answer

An "evangelist" is someone who passionately promotes and advocates for a brand, often sharing information and recommendations with their online network. This type of active receiver is likely to be delighted with the brand and actively promote it to others.

Question 8

-According to Figure 16-4 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 May 2012 is

Accepted Answer

The correct rank order based on the number of unique U.S. visitors as of May 2012 is Facebook, YouTube, Twitter, and LinkedIn.

Question 9

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

Accepted Answer

An evangelist in social media is someone who is genuinely enthusiastic about a brand and shares that enthusiasm through messages to online friends and directly back to the advertiser. They are not paid brand ambassadors and do not necessarily have their own following or platform.

Question 10

Marketers can use one of two strategies: the first strategy uses Groupons and LivingSocial 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 __________.

Accepted Answer

The first strategy using Groupons and LivingSocial Deals targets consumers who are actively seeking deals and discounts, making them active receivers. The second strategy using ads in newspapers, magazines, and on TV targets consumers who may come across the ad while engaging in passive activities, such as reading or watching TV, making them passive receivers.

Question 11

How does Facebook generate its sales revenue from ads?

Accepted Answer

Facebook charges companies for ads to appear along the right-hand section of a Facebook webpage. This is the primary way for Facebook to generate revenue from ads.

Question 12

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 daily visitors to the website and (2)__________.

Accepted Answer

The brand manager needs to assess the characteristics of the visitors to the social network in order to determine if they fit the target market for the brand. It is important to select a social network where the brand's target audience is active and engaged. Factors such as age, gender, geographic location, and interests of the visitors should be considered. Option A and D are not relevant to the selection process, and option E is more related to search engine optimization than social media network selection. Option B is partially relevant, but the primary concern is not just about measuring sales, profitability or other performance metrics of the social network, but rather finding the right audience for the brand.

Question 13

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

Accepted Answer

YouTube allows brand managers to create informative and engaging video content that can visually demonstrate the benefits and features of a complex product in detail. Consumers can easily understand the product's usage and see its effectiveness, leading to increased trust and willingness to purchase the product.

Question 14

-According to Figure 16-4 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 May 2012 is

Accepted Answer

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

Question 15

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:

Accepted Answer

Brand managers do not buy placement on a specific section on a Facebook site. This is typically handled by the social media platform's advertising algorithms. The other options (A, C, D, and E) are all roles that brand managers assume when using social media to produce sales and profits for their offerings or brands.

Question 16

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

Accepted Answer

Brand managers need to demonstrate the return on investment by linking the cost of social media promotions to the sales they generate, which can be challenging.

Question 17

The two guidelines on marketing and promoting a brand using YouTube include: (1)create a branded channel rich in key words to improve the odds of the video showing up in user searches and (2)__________.

Accepted Answer

Targeting viewers using YouTube's insights and analytics research is important to understand who the audience is and what key words are driving user visits. This will help in tailoring the content and keywords to improve the video's chances of showing up in user searches. The other options, such as using an expert, tying the product to a current event, including humor, or limiting the video length, may not always be relevant or effective for every brand or product.

Question 18

A popular social network used by college students to find and share the best content on the Web is

Accepted Answer

The answer of A popular social network used by college...

Question 19

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

Accepted Answer

Traditional media use one-way communication, where the message flows from the sender (advertiser) to the receiver (consumer) without any opportunity for feedback or interaction. In this model, consumers are passive receivers who simply receive the message without any active participation in the communication process.

Question 20

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

Accepted Answer

The answer of Social media deliberately seek to ensure that...

Quiz 16: Using Social Media to Connect With Consumers

YouTube would be an excellent social network to advertise all of the following products EXCEPT: