Question 1

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's open platform allows for direct public complaints, making it a common place for consumer grievances. Additionally, several brands have suffered reputation damage due to hacked accounts, leading to embarrassing or harmful posts.

Question 2

________ feature(s) brands embedded in video games that are played at home, in arcades, or online.

Accepted Answer

Advergames are video games specifically created to promote a brand, product, or service, featuring the brand within the game itself.

Question 3

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, the use of Twitter is an example of ________.

Accepted Answer

The answer of SOCIAL MEDIA MINI CASE: In the summer...

Question 4

Social media only reaches young consumers.

Accepted Answer

Social media reaches a wide range of age groups, not just young consumers, as older generations also increasingly use social media platforms.

Question 5

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, if Kraft Foods pays Facebook when a Facebook user clicks on the Wienermobile Run ad, Kraft Foods is utilizing ________.

Accepted Answer

Paying Facebook for clicks on an ad is an example of paid social media, where companies pay for advertising or sponsored content to increase their visibility on social media platforms.

Question 6

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 7

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

Accepted Answer

Apps often collect users' personal information as part of their functionality or for analytics and advertising purposes, and this information is accessible to the app developers.

Question 8

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

Accepted Answer

Allowing employees to tweet without guidelines or monitoring can lead to the dissemination of inappropriate content, harm to the company's reputation, and potential legal issues.

Question 9

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 is a free service for users, and it generates revenue by using the data provided by users to target advertisements more effectively.

Question 10

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, when consumers shared the messages about the Wienermobile Run with their friends, it was an example of ________.

Accepted Answer

When consumers share messages about a brand or event with their friends on social media, it is considered earned social media because the brand gains exposure through the actions of the consumers, rather than through paid advertising or direct content creation by the brand itself.

Question 11

Ford developed a series of ________, or short videos shown online featuring entertainment centered around its Focus brand, aimed at college students and the active lifestyle.

Accepted Answer

Webisodes are short videos or episodes shown online, which fits the description of Ford's strategy to create entertainment centered around its Focus brand for online viewers, particularly targeting college students and those with an active lifestyle.

Question 12

When Chandler, one of the characters on the television show Friends, drank YooHoo chocolate flavored beverage, it was an example of ________.

Accepted Answer

Chandler drinking YooHoo on the show "Friends" is an example of product placement, where products are placed in a TV show or movie to promote the product.

Question 13

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 indeed rely on mobile and web-based technologies to facilitate interactive environments where users can share, create together, discuss, and alter user-generated content, fostering community and individual engagement.

Question 14

Companies from which country are currently spending the most annually on mobile advertising?

Accepted Answer

The United States leads in annual spending on mobile advertising, reflecting its large digital market and high smartphone penetration rates.

Question 15

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, if the marketers from Kraft Foods wanted to determine which team had the most loyal, long-term followers during the summer-long road rally, they would track ________ to the team pages on the website.

Accepted Answer

Return visits would be the most relevant metric for determining which team had the most loyal, long-term followers, as it indicates users who came back to the team pages multiple times, showing ongoing interest and engagement.

Question 16

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 17

Best Buy uses Twitter effectively by having qualified employees answer technological questions for about 40,000 followers.

Accepted Answer

Best Buy's use of Twitter, particularly through their @Twelpforce service, allowed qualified employees to answer technological questions, providing customer service and support to their followers, which showcases an effective use of social media for customer engagement and support.

Question 18

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

Accepted Answer

Social media is used by a wide range of entities including small businesses, individuals, non-profits, and large corporations, making it a versatile platform for various purposes beyond just brand promotion by large companies.

Question 19

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team's degree of influence on Twitter?

Accepted Answer

Kraft Foods could measure each team's degree of influence on Twitter by considering all the listed factors: A) the number of followers indicates the direct audience size, B) the number of people following the followers can show potential secondary reach, C) the frequency of updating tweets reflects the team's activity and engagement level, and D) the extent to which one's tweets are referenced or cited indicates the impact and spread of their messages.

Question 20

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

Accepted Answer

People tend to trust recommendations from others, including friends or influencers, making them more receptive to ads that come through these recommendations on social media platforms. This social proof can make users more open to advertising content when it is endorsed by someone they trust or follow.

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