Question 1

If a brand manager wanted to use LinkedIn to promote his or her brand, the best way would be to

Accepted Answer

Using profiles of company employees for business-to-business image building is the best way for a brand manager to promote his or her brand on LinkedIn. This approach allows for a more personal touch, as individuals with established connections on the platform can share and promote company content, increasing visibility and credibility in the industry. Creating a profile for the brand itself or accumulating followers may not be as effective in generating meaningful engagement and building relationships on this professional networking site. Monitoring profiles for negative mentions is also important, but not necessarily a primary method of promotion.

Question 2

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

Accepted Answer

Social media advertising allows for active engagement between consumers and brands, making them active receivers who can also create and share user-generated content with both their friends and the advertisers.

Question 3

One of the advantages of social media is that communities can form around ideas, interests, and commonalities regardless of the physical location of their members. The best way to use this advantage to market a product is to

Accepted Answer

The best way to use the advantage of communities forming around commonalities to market a product is to identify the niche audience of consumers to target and choose the appropriate social network to reach this audience. This ensures that the marketing efforts are directed towards the right audience and on the right platform where they are most likely to engage with the brand. Using Facebook or Twitter simply because they are popular may not yield the desired results if the target audience is not active on those platforms.

Question 4

The three guidelines on marketing and promoting a brand using YouTube include: (1)create a branded channel rich in keywords to improve the odds of the video showing up in user searches; (2)target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and What keywords are driving user visits; and (3)______.

Accepted Answer

Exploiting visual aspects of your message is crucial on YouTube, a visual platform, to capture attention and effectively communicate your brand's message.

Question 5

YouTube's most watched videos include all of the following EXCEPT:

Accepted Answer

While Jimmy Fallon has had many viral videos on YouTube, none of them have reached the 1 billion or more view mark that the other options on the list have achieved.

Question 6

Marketers can use one of two strategies: the first strategy uses Groupon and Living Social 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 Groupon and Living Social Deals targets consumers who actively seek out deals and discounts, making them active receivers. The second strategy using ads in newspapers, magazines, and on TV targets consumers who may come across these ads while engaging in passive activities such as reading or watching TV, making them passive receivers.

Question 7

What is the primary purpose of LinkedIn?

Accepted Answer

The primary purpose of LinkedIn is professional networking and job searching. It is a platform that connects professionals from different fields and allows them to find job opportunities, connect with colleagues and industry leaders, and promote their personal brand. While LinkedIn does share business news and updates, and can be used for company-employee communication, these are not its primary purposes.

Question 8

The social network that is used solely for sharing videos is

Accepted Answer

YouTube is the social network that is used solely for sharing videos. While Facebook, Google, and Twitter all have video-sharing capabilities, they are not exclusively for sharing videos.

Question 9

All of the following statements about YouTube are true EXCEPT:

Accepted Answer

While cat videos are popular on YouTube, it is not true that most of the content on the site is cat videos.

Question 10

YouTube is

Accepted Answer

YouTube is a well-known video-sharing website that enables users to upload, distribute, view, and comment on videos.

Question 11

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

Accepted Answer

An evangelist within the context of social media is someone who is deeply passionate and excited about a brand or product, and who actively promotes it to their network of online friends through messages, posts, and shares. They are not typically paid by advertisers to promote the brand, nor are they focused on promoting an anti-consumerist agenda. Rather, they are genuinely thrilled about the brand and want others to know about it too.

Question 12

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

Accepted Answer

Social media platforms aim to engage "active receivers" who will interact with and share content, thus amplifying the message beyond the initial recipient.

Question 13

YouTube's video bloggers have become a key part of:

Accepted Answer

The answer of YouTube's video bloggers have become a key...

Question 14

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, meaning they broadcast their message without expecting any feedback or interaction from the consumers. As a result, consumers are often considered passive receivers of the message, rather than active participants in the advertising process.

Question 15

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 choice as it is a video sharing platform and the video created by the brand manager can easily be shared and viewed by a large audience on this platform. Additionally, YouTube's algorithms also allow for easy discovery of content through related videos and personalized recommendations. LinkedIn is more suitable for professional networking and job searching, while Twitter has limitations on video length and may not provide the best platform for showcasing the brand's humor. Although Facebook is a popular social networking site, its algorithms are not optimized for video content and may not reach as large of an audience as YouTube.

Question 16

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 17

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

Accepted Answer

An "evangelist" is an active receiver who not only engages with the brand but also shares their positive experience with their online friends, promoting the brand through word-of-mouth advertising. This type of consumer is highly valuable to marketers as their recommendation can significantly influence other potential customers.

Question 18

Brand managers can strategically use LinkedIn to accomplish all of the following, except:

Accepted Answer

While LinkedIn can be used for networking, finding sales leads, and organizing focus groups, it is not appropriate to use it to incite controversial conversations. This type of behavior could potentially harm a brand's reputation and lead to negative publicity.

Question 19

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, (2)_______, and (3)the focus of the website.

Accepted Answer

The brand manager should assess the characteristics of the visitors to the social network to ensure that it aligns with the target audience of the brand. This can include demographics, interests, and behaviors of the users. The other options listed may also be important factors to consider, but the characteristics of the visitors should be the priority.

Question 20

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 for longer, more detailed explanations through video content, making it the best choice for explaining complex products to consumers.

Quiz 20: Using Social Media and Mobile Marketing to Connect With Consumers