Question 1

AOL is the largest entity online.

Accepted Answer

AOL is no longer the largest entity online. It has been surpassed by companies like Google, Amazon, and Facebook.

Question 2

iPhone or iPod users can use special software that enables them to browse through products offered by Amazon.com and other large retailers, take pictures of products they see in stores or outside and transmit them to Amazon.com so Amazon can give them recommendations, and purchase the products from Amazon.com.

Accepted Answer

There are several apps available on the App Store for iPhone and iPod users that allow them to browse and shop on Amazon.com, take pictures of products and get recommendations based on them, and make purchases directly from the app.

Question 3

Two of the down sides of Twitter are: (1)it has become a popular mechanism of consumer complaints and (2)hacked Twitter accounts have embarrassed and damaged the reputations of numerous brands.

Accepted Answer

Twitter has indeed become a popular mechanism of consumer complaints, and there have been several instances of hacked Twitter accounts damaging the reputations of brands.

Question 4

Social media depend on mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content.

Accepted Answer

Social media platforms are created using mobile and web-based technologies, allowing individuals and communities to share, co-create, discuss, and modify user-generated content in interactive ways.

Question 5

Best Buy uses Twitter effectively by having qualified employees answer technological questions for about forty thousand followers.

Accepted Answer

The statement correctly describes how Best Buy uses Twitter.

Question 6

Portable people meters are small devices, equipped with GPS, that consumers clip onto their belts and wear all day in exchange for monetary incentives.

Accepted Answer

This statement accurately describes portable people meters.

Question 7

A little over a quarter of people who use social media responded that they are more open to ads recommended by others.

Accepted Answer

The statement says that over a quarter of people who use social media are more open to ads recommended by others, which implies that some people are more likely to trust and act on ads suggested by their friends or followers on social media.

Question 8

Employees should be encouraged to Tweet without guidelines or monitoring for compliance so they feel free to express themselves.

Accepted Answer

Employees should have guidelines and training on appropriate use of social media to ensure they represent the company in a professional manner and avoid any legal or ethical violations. It is also important to monitor employee social media activity to prevent any negative impact on the company's reputation.

Question 9

Retargeting occurs when ads for specific products that consumers have pursued online follow them and show up repeatedly whenever they go online using the same computer.

Accepted Answer

This is the correct definition of retargeting.

Question 10

Google identifies searchers' zip codes via their IP addresses.

Accepted Answer

Google uses the IP addresses of the searchers to identify their location, which includes their zip code.

Question 11

Marketers can track actions and optimize ads with apps on smartphones the same way they do on computers when consumers are surfing the Internet.

Accepted Answer

The answer of Marketers can track actions and optimize ads...

Question 12

Apps collect users' personal information and provide the information to the app developers.

Accepted Answer

Apps have access to users' personal information such as their location, contacts, browsing history, and more. This information can be collected and used by app developers for various purposes such as targeted advertising, improving app performance, and more. It is important for users to read app privacy policies and be aware of what information they are sharing with app developers.

Question 13

Friends permissions include requests to share users' highly personal aspects, such as political or religious affiliation and/or sexual orientation.

Accepted Answer

The answer of Friends permissions include requests to share users'...

Question 14

Marketers should aim to develop a single message that would appeal simultaneously to its total audience.

Accepted Answer

While it may be helpful to develop a message that resonates with a broad range of the target audience, it is also important to recognize that different segments within that audience may respond better to slightly different messaging strategies. Therefore, developing multiple messages that speak to different segments may be more effective in reaching the total audience.

Question 15

Google Analytics measures how many consumers were exposed to messages in magazines and radio and the characteristics of those consumers.

Accepted Answer

Google Analytics tracks online behavior and does not measure exposure to messages in traditional media such as magazines and radio.

Question 16

Social media is only used by large, well known brands.

Accepted Answer

This statement is false. Social media is used by businesses of all sizes, including small and local brands. Many small businesses use social media as a cost-effective way to connect with their audience and promote their brand.

Question 17

Social media only reaches young consumers.

Accepted Answer

Social media is used by people of all ages, including older generations. While certain platforms may have a higher concentration of younger users, social media as a whole is not limited to young consumers.

Question 18

Users "pay" for the Facebook service by providing Facebook with data about their interests, hobbies, activities, opinions, shopping, friendships, and social contacts.

Accepted Answer

Facebook earns money through targeted advertisements, which are made possible through the data users provide about themselves. Therefore, users "pay" for the service by giving Facebook access to their personal data.

Question 19

What are the advantages of impression-based targeting (relative to segment-based targeting)?

Accepted Answer

The answer of What are the advantages of impression-based targeting...

Question 20

Google's online display ads vary according to users' profiles or search patterns.

Accepted Answer

The answer of Google's online display ads vary according to...

Quiz 8: From Print and Broadcast to Social Media and Mobile Advertising