Question 1

Cost per thousand (CPM) is a measure in which
A)a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it - but not whether the user has actually reacted to it.
B)a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
C)a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)a fixed amount of money that is paid to a site for posting an ad for a finite amount of time.
E)a fixed discount given to a visitor for clicking on an ad.

Accepted Answer

Cost per thousand (CPM) is a measure of how much it costs to show an ad to 1,000 people. It is a fixed amount of money that is paid for every 1,000 impressions of an ad, regardless of whether the user interacts with it or not.

Question 2

As a performance measure, share of voice is
A)the number of comments users are making on a product or a brand.
B)the percentage of comments users are making on the unique videos posted about a product or brand.
C)the brand's share or percentage of all the online social media chatter related to a product category or topic.
D)the number of users tweeting about a brand or product.
E)the number of users chatting online about a brand or product.

Accepted Answer

Share of voice refers to the brand's share or percentage of all the online social media chatter related to a product category or topic. Therefore, option C is the correct answer. The other options are close but not entirely accurate.

Question 3

In terms of performance measures, fans are
A)the total number of unique visitors to a Facebook Page in a given time period.
B)the number of people who have opted in to a brand's messages through a social media platform at a given time.
C)the percentage of people who have clicked on a link on the Page to visit a specific site.
D)the number of people who interact with a Post ("Like," make a comment, and so on) divided by the total number of people seeing the Post.
E)the brand's share or percentage of all the online social media chatter related to its product category or a topic.

Accepted Answer

The answer of In terms of performance measures, fans are
A)the...

Question 4

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of
A)cost per thousand, and pay $0.50 for every time an ad loads, up to $100 per month.
B)a negotiated measure, and pay $100 to post their ad for two weeks.
C)cost per click, and pay $0.50 for every visitor who clicks on the ad and goes to their website.
D)cost per action, and pay $50 for every purchase that originated from an ad on the site.
E)cost per like, and pay $1.00 for every unique visitor who likes the advertised product.

Accepted Answer

The best performance measure for this scenario is cost per action because the firm only wants to pay when an ad generates a sale. Paying for every click or visitor may result in a lot of traffic but no sales, which would not meet the firm's objective. Paying for likes also does not generate direct sales. Negotiating a measure may not be feasible or efficient for the firm to track. Paying for cost per thousand would also not be effective because the goal is to generate sales, not just ad views.

Question 5

Cost per click is a measure in which
A)a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
B)a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
C)a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
D)a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month.
E)a fixed discount given to a visitor for clicking on an ad.

Accepted Answer

Cost per click (CPC) is a form of advertising where an advertiser pays a publisher, website owner or network of websites, every time a user clicks on an ad. This means that the advertiser only pays when a user takes an action, such as clicking through to their website, rather than just for the ad being displayed.

Question 6

-According to Figure 16-5 above, Row A is the performance measure described by the accompanying quote "I will pay $0.50 for every 1,000 times this ad loads, up to $100 per month" under the Cost to Advertisers heading:
A)cost per click
B)click through rate
C)cost per action
D)conversion rate
E)cost per thousand

Accepted Answer

The quote specifically mentions "pay $0.50 for every 1,000 times this ad loads," which refers to the cost per thousand (CPM) metric. Therefore, Row A represents the cost to advertisers based on CPM.

Question 7

A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as
A)click-through rate (CTR).
B)cost per thousand (CPM).
C)fixed fee rate (FFR).
D)cost per action (CPA).
E)cost per click (CPC).

Accepted Answer

Cost per click (CPC) refers to a fixed amount of money paid to the website for every visitor who clicks on an ad and then jumps from that page to the advertiser's website. CPC is a common pricing model for online advertising and is also known as pay-per-click (PPC).

Question 8

The number of times a Facebook Page is loaded in a given time period is referred to as
A)page views.
B)page rate.
C)page load rate.
D)load rate.
E)view rate

Accepted Answer

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

Question 9

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
A)followers.
B)visitors.
C)active receivers.
D)fans.
E)likers.

Accepted Answer

The term "fans" is commonly used to refer to people who have chosen to receive a brand's messages through social media platforms by opting in. This term is often used on platforms like Facebook, where users can "like" a brand's page and become a fan, gaining access to updates and content from that brand.

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 __________.
A)variable fee; fixed fee
B)cost per click; cost per thousand
C)fixed fee; variable fee
D)cost per thousand; cost per click
E)traditional cost; social media cost

Accepted Answer

The answer of A company paying a set amount to...

Question 11

-According to Figure 16-5 above, B is the performance measure described by the accompanying quote "I will pay $1.00 for every visitor who clicks on this ad and goes from your website to mine" under the Cost to Advertisers heading:
A)cost per click
B)click through rate
C)cost per action
D)conversion rate
E)cost per thousand

Accepted Answer

The quote describes a payment model where the advertiser pays for each click on the ad, which is known as "cost per click" (CPC).

Question 12

-According to Figure 16-5 above, C is the performance measure described by the accompanying quote "I will pay $5.00 for every purchase that originates from an ad on your site" under the Cost to Advertisers heading:
A)cost per click
B)click through rate
C)cost per action
D)conversion rate
E)cost per thousand

Accepted Answer

The quote "I will pay $5.00 for every purchase that originates from an ad on your site" is describing the cost per action, where the advertiser only pays when a specific action (in this case, a purchase) is taken as a result of the ad. Therefore, choice C is the best fit.

Question 13

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.
A)cost per click
B)cost per thousand
C)fixed fee rate
D)cost per view
E)cost per action

Accepted Answer

Cost per action (CPA) measures the cost of a specific action taken by a customer, such as making a purchase or filling out a form. This measure ties directly to sales revenues because it tracks the cost of each action that ultimately leads to a sale. Cost per click (CPC), cost per thousand (CPM), and cost per view (CPV) all measure different aspects of social media ad performance, but they do not necessarily tie closely to sales revenues. Fixed fee rate is not a measure of performance at all, as it simply entails paying a set amount for a specific ad placement or campaign.

Question 14

An example of the ideal performance measure for social media advertising is one that __________.
A)attracts unique visitors
B)adds registered users
C)builds awareness
D)ties actual sales revenues to the cost of the ad
E)generates brand buzz

Accepted Answer

Tying actual sales revenues to the cost of the ad is the most appropriate performance measure for social media advertising as it directly measures the impact of the ad on the bottom line. Attracting unique visitors, adding registered users, building awareness, and generating brand buzz are relevant measures but do not provide a direct linkage to revenue.

Question 15

Cost per action refers to
A)a fixed amount of money paid to the site for every time a visitor clicks on the ad.
B)a fixed amount of money paid to the site for placement of the ad.
C)a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)a fixed percentage the site gets paid for placing the ad.
E)a fixed discount given to a visitor for clicking on the ad.

Accepted Answer

Cost per action (CPA) refers to the fixed amount of money paid to the site for every sale that originated from an ad posted on that site. This means that the advertiser only pays when a specific action is taken, such as a purchase being made, making it a performance-based method of advertising.

Question 16

Users or members to social networking websites are
A)where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad.
B)the total number of unique individuals to a web page in a given time period - counted each time they logon to the site during that period of time.
C)the total number of unique individuals to a web page in a given time period - counted only once period (such as a day) - regardless of how many times they logon to the site during that period of time.
D)individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password.
E)the number of people who have "opted in" to a brand's messages through a social media platform at a given timE.Text-term definition - users/members.

Accepted Answer

Users or members are individuals who have completed the registration process on a social networking site by providing their personal details like name, ID, and password. They are the ones who can log in and use the various features offered by the social networking website.

Note: While options A, B, C, and E all relate to measuring social media engagement, they do not accurately define users/members of social networking websites.

Question 17

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as
A)fixed fee rate.
B)cost per thousand.
C)cost per action.
D)cost per click.
E)fixed cost.

Accepted Answer

Cost per thousand (CPM) is a common pricing model in digital advertising where the advertiser pays a set rate for every 1,000 times their ad is displayed to users. This helps to ensure that the advertiser's investment is reaching a wide enough audience to make a significant impact.

Question 18

Cost per click is a performance measure in which __________, whereas cost per thousand is a performance measure in which __________.
A)a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company that pays pennies for every time its ad loads on a Facebook page, up to a fixed amount
B)a company that pays pennies for every time its ad loads on a Facebook page, up to a fixed amount; a company paying a set amount to Facebook for every time a user clicks on its ad
C)a company paying a set amount to Facebook for every time a user clicks on its ad; a company that pays pennies for every time its ad loads on a Facebook page, up to a fixed amount
D)a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company paying a set amount for the ad to be placed on the website for a certain amount of time
E)a company paying a set amount for the ad to be placed on the website for a certain amount of time; a company paying a set amount to Facebook for every purchase that originated from an ad on a website

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. Cost per thousand (CPM) is a performance measure in which a company pays pennies for every time its ad loads on a Facebook page, up to a fixed amount. Therefore, the closest option to CPM among the given choices is paying pennies for every time its ad loads on a Facebook page, up to a fixed amount.

Question 19

In terms of performance measures important to marketing managers, unique visitors are
A)the total number of pages fans visit on any of a brand's social media sites in a given time period.
B)the total number of Facebook Page views in one day.
C)the total number of product website views on YouTube.
D)visitors who post unique comments on a product's Facebook Page.
E)the total number of unique visitors to a Facebook Page in a given time period.

Accepted Answer

Unique visitors refer to the total number of individuals who have visited a particular website or page at least once during a specific period. Therefore, E is the best choice as it correctly defines unique visitors as the total number of unique individuals who have visited a brand's Facebook Page during a given time period.

Question 20

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address), and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as __________.
A)users/members
B)unique visitors
C)visitors
D)fans
E)likers

Accepted Answer

The terms "users" or "members" are commonly used to refer to individuals who have registered on a social networking site and completed the necessary steps to create a profile. "Unique visitors" and "visitors" may refer to individuals who have visited the site but may not have necessarily registered or created a profile. "Fans" and "likers" are more specific terms that may refer to individuals who have liked a specific page or account on the social networking site.

Quiz 16: Using Social Media to Connect With Consumers

Cost per thousand (CPM) is a measure in which

As a performance measure, share of voice is

In terms of performance measures, fans are

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of

Cost per click is a measure in which

-According to Figure 16-5 above, Row A is the performance measure described by the accompanying quote "I will pay $0.50 for every 1,000 times this ad loads, up to $100 per month" under the Cost to Advertisers heading:

A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as

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

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

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 .

-According to Figure 16-5 above, B is the performance measure described by the accompanying quote "I will pay $1.00 for every visitor who clicks on this ad and goes from your website to mine" under the Cost to Advertisers heading:

-According to Figure 16-5 above, C is the performance measure described by the accompanying quote "I will pay $5.00 for every purchase that originates from an ad on your site" under the Cost to Advertisers heading:

The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.

An example of the ideal performance measure for social media advertising is one that __________.

Cost per action refers to

Users or members to social networking websites are

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

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

In terms of performance measures important to marketing managers, unique visitors are

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address) , and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as __________.