Question 1

Which fast-growing photo/video messaging app is still experimenting with ways to reach its young users,60 percent of them under age 25,with commercial content?

Accepted Answer

For firms targeting Millennials and Gen Z,the fast-growing photo/video messaging app Snapchat has been a hit.The site claims more than 300 million monthly active users-60 percent under age 25.Snapchat continues to experiment with ways to reach these young users with commercial content.

Question 2

What should be the focus of a promotional effort that utilizes social media?

Accepted Answer

Promotional efforts utilizing social media are best focused on increasing target customers' purchase likelihood.

Question 3

When a music production house releases its new video album on Snapchat and targets young people,which type of social media content is the firm delivering?

Accepted Answer

The answer of When a music production house releases its...

Question 4

Which of the following statements is true about promotion objectives for social media?

Accepted Answer

Promotion objectives for social media usually focus on (a)enhancing brand familiarity by growing the number of customers that prefer or insist on a brand or (b)growing customer equity by encouraging customers to increase their purchases.

Question 5

Which of the following best describes the use of an "influencer" in a social media campaign?

Accepted Answer

Influencers are opinion leaders who can pass along a brand's message via their own social media channels.Some influencers have very large followings,and brands sometimes seek (and usually pay for)a social media endorsement and access to their followers.

Question 6

The percentage of visitors who only visit a single page on a website is referred to as

Accepted Answer

A bounce rate is the percentage of visitors who only visit a single page on a website.

Question 7

________ track(s)individual customers' behavior and trigger(s)actions in response to specific customer actions.

Accepted Answer

Marketing automation software track(s)individual customers' behavior and triggers actions in response to specific customer actions.

Question 8

NewLine,a reputed clothing store,shows its latest collection for women on Twitter and attracts young customers.Which type of content is delivered by Twitter in this scenario?

Accepted Answer

The answer of NewLine,a reputed clothing store,shows its latest collection...

Question 9

When a pizza store announces a huge reduction in the prize of pizza based on how many people tweeted in time for lunch,the type of social media content involved is

Accepted Answer

The answer of When a pizza store announces a huge...

Question 10

Social media could be used to deliver which of the following types of content?

Accepted Answer

The answer of Social media could be used to deliver...

Question 11

While shopping on Zappos,a customer placed a few pairs of shoes in an online shopping cart but then logged out without purchasing anything.The next day,the customer received an email that there were items left in the online shopping cart and offering free shipping for purchases over $50.This illustrates

Accepted Answer

Marketing automation software can detect that a customer has left items in an online cart and send them an e-mail to remind them of the purchase.Sometimes the e-mail may even include an offer for free shipping or a discount.

Question 12

By using ________ software,a firm can track an individual customer's behavior and trigger actions in response to specific customer actions.

Accepted Answer

Marketing automation software tracks individual customer's behavior and triggers actions in response to specific customer actions.

Question 13

Which of the following is true about social networks?

Accepted Answer

Google+ is very large but has a less engaged user base.Tumblr is a microblogging site that makes it easy for users to share all types of media from browser,phone,desktop,or e-mail.Snapchat is the fast-growing photo/video sharing app.Houzz is a site with more than six million photos of different home remodeling projects.QZone is popular in China.

Question 14

Which of the following statements is true about Hootsuite?

Accepted Answer

Hootsuite is a dashboard that offers marketing managers the ability to submit messages to Facebook,Twitter,LinkedIn,and other social media on a scheduled basis.The posts can be scheduled weeks or months in advance.Hootsuite and other software can also collect and analyze data from various social media.

Question 15

The Chinese site that is considered a hybrid of Twitter and Facebook and has more than 500 million users is

Accepted Answer

Sina Weibo,a Chinese site that is kind of a combination of Twitter and Facebook,has more than 500 million users.

Question 16

Which of the following is NOT true about managing and measuring online media?

Accepted Answer

Hootsuite and other software can also collect and analyze data from various social media.

Question 17

When a reputed jewelry store maintains many different pinboards on Pinterest,with topics ranging from "precious stones" to "the art of jewelry making," what type of social media content is involved?

Accepted Answer

The answer of When a reputed jewelry store maintains many...

Question 18

The social media management dashboard that allows marketing managers to submit messages to social media on a scheduled basis and also collect and analyze data from social media is called

Accepted Answer

Hootsuite is a dashboard that offers marketing managers the ability to submit messages to Facebook,Twitter,LinkedIn,and other social media on a scheduled basis.Hootsuite and other software can also collect and analyze data from various social media.

Question 19

What does it mean if a company's website has a high bounce rate?

Accepted Answer

The bounce rate is the percentage of visitors who only visit a single page on a website.A high bounce rate indicates customers are not interested enough to click on other page links.

Question 20

Promotional efforts using social media are most effective with which target market?

Accepted Answer

Social media work best when the target market is already a customer,because customers generally follow brands that they already know and like.

Quiz 16: Publicity: Promotion Using Earned Media, Owned Media, and Social Media