Question 1

If a brand manager agrees to pay $0.25 for every 1,000 times their ad loads, up to $75 per month, it is referred to as

Accepted Answer

This pricing model is known as cost per thousand (CPM), where the brand manager pays $0.25 for every 1,000 times their ad loads. The limit of $75 per month is the maximum amount the brand manager is willing to spend.

Question 2

Cost per action refers to

Accepted Answer

Cost per action (CPA) is a pricing model where advertisers pay for a specific action, such as a sale, lead, or click, that originated from an ad posted on a site. Option A accurately describes this model by specifying payment is made for every sale originating from an ad.

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

Accepted Answer

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 cost per click. Cost per thousand (A) refers to the cost per thousand impressions or views of an ad. Online measure (C) and negotiated measure (D) are not relevant to this question.

Question 4

Cost per thousand is a measure in which

Accepted Answer

Cost per thousand (CPM) is a pricing model where a fixed amount of money is paid for every 1,000 times an ad loads and a visitor may see it - but not necessarily interact with it.

Question 5

Cost per click is a measure in which

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. Option A is describing a fixed fee for displaying an ad, while option B is describing a pay-per-sale model, and option C describes a cost per thousand impressions (CPM) model.

Question 6

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

Accepted Answer

In traditional print media, brand managers have more control over the placement of their ads, such as choosing which magazine or newspaper to advertise in and where in the publication the ad will be located. On Facebook, however, the placement is determined by the platform and is not chosen by the brand manager.

Question 7

Which measure most closely ties the cost of the social media ad to the sales revenues the ad generates?

Accepted Answer

Cost per action (CPA) is the measure that most closely ties the cost of the social media ad to the sales revenues the ad generates. This is because CPA measures the cost of each action taken by a user, such as a sale or a lead, which allows advertisers to directly attribute revenue generated to the specific ad campaign. Cost per thousand (CPM) and cost per click (CPC) are more focused on impressions and clicks, respectively, and do not necessarily indicate actual sales. Negotiated measure is not a commonly used metric in social media advertising.

Question 8

Cost per click is a performance measure in which thousand is a performance measure in which ________. , whereas cost per

Accepted Answer

Cost per click (CPC) is a performance measure in which a company pays a set amount to Facebook for every time a user clicks on its ad and goes to its website. Thousand impressions (CPM) is a performance measure in which a company pays pennies for every time its ad loads on a Facebook page, up to $10,000. Choice A and C are incorrect because they both refer to paying for purchases rather than clicks or impressions. Choice D is incorrect because it reverses the definitions of CPC and CPM.

Question 9

An example of a performance measure linked to inputs or costs in social media advertising is

Accepted Answer

Facebook charges for ads to appear along the right-hand section of a Facebook webpage. This indicates that there is an input or cost associated with the placement of ads on the platform. The cost to the company is directly linked to the performance measure of how often the ad is shown and clicked on by the target audience.

Question 10

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 ________.

Accepted Answer

Cost per click (CPC) refers to the model where advertisers pay each time a user clicks on their ad, while cost per thousand (CPM, with M standing for "mille," which is Latin for thousand) refers to the model where advertisers pay for every 1,000 impressions of their ad.

Question 11

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

Accepted Answer

The term "fans" typically refers to individuals who have voluntarily subscribed to a brand's messages on social media platforms. They are interested in the brand's content and updates, and have chosen to receive communications from the brand. The other options, "lookers," "followers," and "visitors," do not specifically indicate any level of engagement or active interest in receiving messages from the brand.

Question 12

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

Accepted Answer

Performance measures for social media are typically divided into those linked to inputs or costs (such as cost per click or cost per impression) and those tied to the outputs or revenues (such as conversion rate or revenue generated from social media campaigns). Options A, B, and D are not accurate categorizations of performance measures for social media.

Question 13

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

Accepted Answer

The number of times a Facebook Page is loaded in a given time period is referred to as "page views". Therefore, the correct answer is option C. Option A and D are not correct since "load rate" and "page rate" are not commonly used terms in relation to Facebook Pages. Option B is close, but "page load rate" specifically refers to the speed at which a page loads, rather than the number of times it is loaded.

Question 14

When you sign up on a social networking site by providing your user name, user ID, and password, you are called:

Accepted Answer

The most common terminology used for individuals who sign up on a social networking site is either a user or member. A and B are both incorrect as they do not accurately describe the individual's role on the site. C may refer to individuals who provide ratings for pages, but it is not a common term used for all users/members.

Question 15

A business hoping to generate large online sales through posting ads on social networking sites, but only pay when an ad actually generates a sale, should use a performance measure of

Accepted Answer

The business should use a "cost per action" measure and pay $50 for every purchase that originated from an ad on the site. This ensures that the business only pays for actual sales generated from the ad, rather than just clicks or ad views.

Question 16

In terms of performance measures, fans are

Accepted Answer

Fans are the number of people who have opted in to a brand's messages through a social media platform at a given time. The other options refer to different performance measures such as engagement rate (A), click-through rate (C), and total unique visitors (D).

Question 17

As a performance measure, share of voice is

Accepted Answer

Share of voice is the brand's share or percentage of all the online social media chatter related to a product category or topic. It's a metric used to determine the extent to which a brand is being talked about versus its competitors in a particular industry. So, the correct answer is B.

Question 18

How does Facebook generate its sales revenue from ads?

Accepted Answer

Facebook generates its sales revenue primarily from advertisements that appear along the right-hand section of a Facebook webpage. These ads are targeted to specific groups of users based on their age, gender, location, and interests. Facebook charges advertisers based on the number of clicks, impressions, or actions their ads receive.

Question 19

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

Accepted Answer

Cost per thousand (CPM) is the cost of advertising based on the display of an advertising message one thousand times. This is a common pricing model in online advertising, where the ad is displayed on a website or app and the advertiser pays a fixed amount for every 1,000 impressions (views) of the ad. Cost per action (CPA) refers to a pricing model where the advertiser pays only when a specific action is taken, such as a purchase or form submission. Cost per click (CPC) refers to a pricing model where the advertiser pays only when a user clicks on the ad. Negotiated cost refers to a custom price that is negotiated between the advertiser and publisher, and is not a standardized pricing model.

Question 20

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

Accepted Answer

With social media advertising, brand managers need to track and measure the impact of their ads on generating sales. This requires a connection between the cost of advertising and the revenue it generates. Without this, brand managers may not be able to justify the expense of social media advertising.

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