Question 1

An example of the ideal performance measure for social media advertising on Facebook is one that charges companies:
A)a fee each time their ads show up in pop-up windows after users log onto the site.
B)a fee for developing Facebook
C)	a fee for producing the ads that appear on Facebook.
D)	a cost-per-click for ads that appear along the right-hand section of a Facebook Page.
E)	every time their brand is mentioned in users’ comments.

Accepted Answer

Cost-per-click (CPC) is a popular performance measure for social media advertising on Facebook. It charges companies only when users click on their ads, ensuring that they are only paying for actual engagement with their content. Ads that appear along the right-hand section of a Facebook Page are called "sponsored posts" and have a CPC pricing model.

Question 2

In terms of performance measures important to marketing managers,unique visitors are
A)the total number of pages fans visit on any of a brand's social media sites in a given time period.
B)the total number of Facebook Page views in one day.
C)	the total number of  product website views on YouTube.
D)	visitors who post unique comments on a product’s Facebook Page.
E)	the total number of unique visitors to a Facebook Page in a given time period.

Accepted Answer

Unique visitors refer to the number of individuals who visit a website, in this case, a Facebook Page, in a specific time frame. Option E is the only choice that accurately describes unique visitors to a Facebook Page. Option A refers to pages visited and not individual visitors, option B is limited to Facebook only, option C is specific to product website views on YouTube, and option D refers to visitors who post unique comments, which is not an accurate measure of unique visitors.

Question 3

A fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as
A)click-through rate (CTR).
B)cost per thousand (CPM).
C)fixed fee rate (FFR).
D)cost per action (CPA).
E)cost per click (CPC).

Accepted Answer

The fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as cost per click (CPC). Therefore, the best choice is E. The other options - CTR, CPM, FFR, and CPA - refer to different forms of online advertising payment models.

Question 4

The number of Page views divided by visitors in a given time period is referred to as
A)	gross page views.
B)	the average page views per visitor.
C)	website “hits.”
D)	the website view rate.
E)	the interaction rate.

Accepted Answer

The number of page views divided by visitors in a given time period gives the average page views per visitor. This metric helps to understand how engaged visitors are with the website and how much content they consume on average during a given visit.

Question 5

Cost per click is a measure in which
A)a fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site.
B)a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
C)a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
D)a fixed amount of money is paid for every 1,000 times an ad loads,up to $100 a month.
E)a fixed discount given to a visitor for clicking on an ad.

Accepted Answer

Cost per click (CPC) is a measure in which a fixed amount of money is paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site. This is a common pricing model for online advertising, particularly in search engine advertising. Advertisers bid on keywords and pay based on the number of clicks their ads receive.

Question 6

A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as __________.
A)variable fee; fixed fee
B)cost per click; cost per thousand
C)fixed fee; variable fee
D)cost per thousand; cost per click
E)traditional cost; social media cost

Accepted Answer

The answer of A company paying a set amount to...

Question 7

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as
A)followers.
B)visitors.
C)active receivers.
D)fans.
E)likers.

Accepted Answer

The term "opted in" suggests that these individuals have made a deliberate choice to receive messages from the brand, indicating a higher level of engagement and loyalty than mere visitors or likers. The term "fans" specifically implies that these individuals have a positive attitude towards the brand and are more likely to engage with its content.

Question 8

What 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 for traditional media,not social media.
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

Brand managers do not select the placement of where the ads are seen on Facebook, as Facebook's algorithm determines ad placement based on targeting criteria and user behavior.

Question 9

Cost per thousand (CPM)is a measure in which
A)a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it.
B)a fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site.
C)a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
E)a fixed discount given to a visitor for clicking on an ad.

Accepted Answer

Cost per thousand (CPM) is a measure of advertising cost where a fixed amount is charged for every 1,000 times an ad is shown to visitors on a website, regardless of whether they actually engage with the ad or not. This is a common method used in display advertising.

Question 10

Which of the following statements about the roles of social media for Pepsi is most accurate?
A)In 2012,Pepsi announced its "Live for Tomorrow," along with new websites for each of its brands.
B)For Pepsi,advertising on Facebook is much more expensive than two 30-second TV spots on American Idol,the most watched program for each of the past few years.
C)Pepsi created a new social-media driven website called Pepsi Pulse.
D)Facebook charges Pepsi a CPM of $8 when their ad is clicked on.
E)Pepsi's brand manager selects the placement of where its ads are seen on Facebook.

Accepted Answer

The statement that Pepsi created a new social-media driven website called Pepsi Pulse is the most accurate statement of the roles of social media for Pepsi, as it indicates a specific and active use of social media for the brand. The other statements provide some information about Pepsi's use of social media, but they are either outdated (option A, from 2012) or focus on advertising costs and logistics (options B, D, and E) rather than the actual roles of social media for the brand.

Question 11

Cost per action refers to
A)a fixed amount of money paid to the site for every time a visitor clicks on the ad.
B)a fixed amount of money paid to the site for placement of the ad.
C)a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)a fixed percentage the site gets paid for placing the ad.
E)a fixed discount given to a visitor for clicking on the ad.

Accepted Answer

Cost per action (CPA) refers to a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. This means that the advertiser only pays when a specific action (i.e. a sale) is made, instead of paying for clicks or impressions.

Question 12

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as
A)fixed fee rate.
B)cost per thousand.
C)cost per action.
D)cost per click.
E)fixed cost.

Accepted Answer

The description given fits the definition of cost per thousand (CPM), which is a common pricing model in digital advertising.

Question 13

In terms of performance measures,fans are
A)the total number of unique visitors to a Facebook Page in a given time period.
B)	the number of people who have opted in to a brand’s messages through a social media platform at a given time.
C)	the percentage of people who have clicked on a link on the Page to visit a specific site.
D)	the number of people who interact with a Post (“Like,” make a comment, and so on) divided by the total number of people seeing the Post.
E)	the brand’s share or percentage of all the online social media chatter related to its product category or a topic.

Accepted Answer

Fans refer to the number of people who have opted in to a brand’s messages through a social media platform at a given time.

Question 14

The performance measure of average Page views per visitor is the number of
A)	visitors who land on a brand’s Facebook Page by clicking on a Google ad.
B)	visitors to a brand’s web site.
C)	visitors who view pages and comment in a given time period.
D)	page views divided by visitors in a given time period.
E)	visitors to a website who click on a link.

Accepted Answer

The performance measure of average Page views per visitor is calculated by dividing the total number of page views by the total number of visitors in a given time period. Therefore, the answer is D.

Question 15

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time)and __________ (if someone visits five times in one day,he or she is counted once).
A)followers; fans
B)unique fans; visitors
C)fans; unique visitors
D)fans; unique page views
E)visitors; unique visitors

Accepted Answer

Unique fans refers to the number of individual people who have liked a brand's page, while unique visitors measures the number of individual people who have visited a page. This means that if someone visits a brand's page multiple times in one day, they will only be counted as one unique visitor. Therefore, choices A, B, D, and E are incorrect.

Question 16

As a performance measure,share of voice is
A)the number of comments users are making on a product or a brand.
B)the percentage of comments users are making on the unique videos posted about a product or brand.
C)the brand's share or percentage of all the online social media chatter related to a product category or topic.
D)the number of users tweeting about a brand or product.
E)the number of users chatting online about a brand or product..

Accepted Answer

Share of voice refers to the brand's share or percentage of all the online social media chatter related to a product category or topic. It represents the extent of the brand's online presence and how much it stands out from its competitors in terms of online visibility. Therefore, option C is the correct answer. Options A, B, D, and E are all related to social media engagement metrics, but they are not specific to share of voice.

Question 17

Performance measures for social media are divided into these two types: __________ and __________.
A)number of photos uploaded; number of characters typed (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; number of "Likes" on Facebook
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 input/cost measures and output/revenue measures. Input/cost measures include things like the number of posts made by the company, the amount of time spent on social media management, and the budget allocated for social media advertising. Output/revenue measures include metrics like the number of followers, the engagement rate, the number of clicks and conversions, and the revenue generated from social media campaigns. Therefore, option E is the correct choice.

Question 18

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.
A)cost per click.
B)cost per thousand.
C)fixed fee rate.
D)cost per view.
E)cost per action.

Accepted Answer

Cost per action (CPA) measures the cost of a social media ad based on specific actions taken by users, such as clicking on a link or making a purchase. This measure directly ties the cost of the ad to actual revenue generated, making it the closest measure to sales revenues.

Question 19

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale.That firm should use the performance measure of
A)"cost per thousand," and pay $0.50 for every time an ad loads,up to $100 per month.
B)a "negotiated measure," and pay $100 to post their ad for two weeks.
C)"cost per click," and pay $0.50 for every visitor who clicks on the ad and goes to their website.
D)"cost per action," and pay $50 for every purchase that originated from an ad on the site.
E)"cost per liker," and pay $1.00 for every visitor who likes the advertised product.

Accepted Answer

The best performance measure for this business would be "cost per action," which means they would pay for each purchase that is made as a direct result of clicking on their ad. This ensures that the business only pays for actual sales, rather than just clicks or views. Paying $50 for every purchase may seem steep, but it ensures that the business is only paying for actual results and can potentially generate a high return on investment.

Question 20

The number of times a Facebook Page is loaded in a given time period is referred to as
A)	page views.
B)	page rate.
C)	page load rate.
D)	load rate.
E)	view rate.

Accepted Answer

The term used to describe the number of times a Facebook Page is loaded in a given time period is "page views."

Quiz 16: Using Social Media to Connect With Consumers

An example of the ideal performance measure for social media advertising on Facebook is one that charges companies:

In terms of performance measures important to marketing managers,unique visitors are

A fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as

The number of Page views divided by visitors in a given time period is referred to as

Cost per click is a measure in which

A company paying a set amount to Facebook for every time a user clicks on its ad is known as ,whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as .

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

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

Cost per thousand (CPM) is a measure in which

Which of the following statements about the roles of social media for Pepsi is most accurate?

Cost per action refers to

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

In terms of performance measures,fans are

The performance measure of average Page views per visitor is the number of

Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time) and (if someone visits five times in one day,he or she is counted once) .

As a performance measure,share of voice is

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

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale.That firm should use the performance measure of

The number of times a Facebook Page is loaded in a given time period is referred to as