Question 1

Pinterest is:
A)a video-sharing website in which users can upload, view, and comment on videos.
B)a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized, themed "boards" to categorize their images and then sharing them with other members of the community.
C)a website where users create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
D)a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
E)a website that enables users to send and receive messages up to 140 characters long.

Accepted Answer

Pinterest is a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized, themed "boards" to categorize their images and then sharing them with other members of the community.

Question 2

The interaction rate is
A)the total number of people who are fans of the Post divided by the total number of people in the target demographic.
B)the number of people who "like" a Post.
C)the number of people who read a Post on a Page divided by the total number of people seeing the Post.
D)the number of people who connect with a Post divided by the total number of people seeing the Post.
E)the number of people who visit the product website and click on at least one link.

Accepted Answer

The interaction rate measures how many people engage with a post (comment, like, share) divided by the total number of people who see the post. Choice A is incorrect because it only considers fans of the page, not the entire target demographic. Choice B is incorrect because it only measures likes, not other forms of engagement. Choice C is incorrect because it measures the reach of a post, not the level of engagement. Choice E is incorrect because it only considers website visits, not social media interactions.

Question 3

The convergence of real and digital worlds is the result of
A)the work of William Gibson, who coined the term cyberspace.
B)the implementation of ideas found in science fiction films and books.
C)the proliferation of interlinked smartphones, tablet devices, sensors, sophisticated algorithms, databases, and other elements.
D)Steve Jobs, the late visionary CEO of Apple Inc.
E)the researchers at Xerox Palo Alto Research Center (PARC).

Accepted Answer

The convergence of real and digital worlds is a result of the proliferation of interlinked smartphones, tablet devices, sensors, sophisticated algorithms, databases, and other elements. This integration of physical and digital environments is often referred to as the Internet of Things (IoT). While science fiction and visionary leaders like Steve Jobs have influenced the development of these technologies, the actual convergence is a result of the widespread implementation of these interconnected systems.

Question 4

The click-through rate is
A)the percentage of recipients who have clicked on a link on the Page to visit a specific site.
B)the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link.
C)the percentage of customers who buy a product from the brand website.
D)the total number of people who have visited a brand's Facebook Page and have become Facebook fans.
E)the total number of people who have purchased the product online divided by the number of people viewing the Page

Accepted Answer

Click-through rate (CTR) is the percentage of recipients who have clicked on a link on the Page to visit a specific site. It is typically used in digital marketing to measure the effectiveness of an online advertising campaign or email marketing campaign. None of the other options accurately describe CTR.

Question 5

The convergence of real and digital worlds has been made possible by all of the following EXCEPT:
A)algorithms.
B)traditional media.
C)databases.
D)smartphones.
E)tablet devices.

Accepted Answer

Traditional media refers to print or broadcast media such as newspapers, magazines, and television, which are not directly related to the convergence of real and digital worlds. The other options all play a significant role in enabling this convergence. Algorithms analyze digital data to provide insights into real-life scenarios, databases store and process large amounts of digital information, and smartphones and tablet devices allow people to access digital content and interact with the physical world simultaneously.

Question 6

Smart systems are
A)computer-based networks that trigger actions by sensing changes in the real or digital world.
B)highly organized social media campaigns that use avatars to promote a brand.
C)social networking sites that allow for people to keep in touch with photos, videos, and short-text entries.
D)financially successful social networking sites.
E)programs that provide measures of an ad's success on social networking sites.

Accepted Answer

Smart systems are computer-based networks that are capable of sensing changes in the real or digital world and triggering actions accordingly. Examples of smart systems include home automation systems, smart cars, and industrial control systems.

Question 7

Performance measures for social media are
A)less specific than those for traditional media.
B)easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers.
C)easiest to track using Twitter.
D)more specific than those for traditional media.
E)the same as for traditional media.

Accepted Answer

Performance measures for social media are generally more specific than those for traditional media because social media platforms offer more detailed analytics and allow for more in-depth tracking of user engagement and behavior. Traditional media may have more general measures such as circulation or audience reach, but social media offers more specific insights into things like click-through rates and conversion rates.

Question 8

Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time) and __________ (if someone visits five times in one day, he or she is counted once).
A)followers; fans
B)unique fans; visitors
C)fans; unique visitors
D)fans; unique page views
E)visitors; unique visitors

Accepted Answer

The term for the number of people who have opted in to a brand's messages at a given time is "fans" on Facebook. The term for counting someone as one unique visitor regardless of how many times they visited in a day is "unique visitors." Therefore, the best choice is C, which lists "fans" first and "unique visitors" second.

Question 9

In using __________, brand managers can post images of their company's products on their board in hopes that they will be shared on other themed boards, or that users will follow the links back to their websites.
A)YouTube
B)Pinterest
C)Twitter
D)Facebook
E)LinkedIn

Accepted Answer

Pinterest is a social media platform where users create and share visual content by 'pinning' images or videos to their boards. Brands can create their own boards and post product images with a link back to their website. Other users can then share these images on their own boards, increasing the brand's exposure and potentially driving traffic to their website.

Question 10

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as
A)global marketing platforms.
B)convergent systems.
C)intelligence technologies.
D)smart systems.
E)social networking sites.

Accepted Answer

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as smart systems.

Question 11

Where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad - is referred to as a
A)friendster.
B)friend visitor.
C)fan source.
D)fan base.
E)friend source

Accepted Answer

The answer of Where a social network following comes from...

Question 12

All of the following are social media performance measures EXCEPT:
A)clickstream rate.
B)unique visitors.
C)cost per action.
D)users/members.
E)click-through rate

Accepted Answer

Clickstream rate is not a standard social media performance measure; it refers to the path a user takes through a website, which is more related to web analytics.

Question 13

The number of page views divided by visitors in a given time period is referred to as
A)gross page views.
B)the average page views per visitor.
C)website "hits."
D)the website view rate.
E)the interaction rate

Accepted Answer

The number of page views divided by visitors in a given time period is the formula for calculating the average page views per visitor. This metric helps businesses understand how engaging their website is to visitors and how often they are clicking through to multiple pages. A and C are incorrect as they refer to different website metrics. D and E are not commonly used industry terms.

Question 14

After Michael Drysch made his phenomenal hook shot in the "Carmex and LeBronJames.com Half-Court Hero" promotion, the footage went viral on all of the following EXCEPT:
A)YouTube
B)Facebook
C)Twitter
D)Pinterest
E)ESPN.com

Accepted Answer

The footage may have been shared on other social media platforms, but it is not mentioned in the given options.

Question 15

A fan source is
A)where a social network following comes from - with every source being of equal value.
B)where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad.
C)all Facebook fans in the target demographic for a particular brand.
D)the number of fans who interact with a Facebook Page.
E)the number of fans who are evangelists for a brand.

Accepted Answer

This option recognizes that not all fan sources are of equal value, and acknowledges that those coming from a friend may have a stronger connection to the brand than those who came from an advertisement.

Question 16

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the
A)fan follow-through percentage.
B)click-through rate.
C)pass-through rate.
D)recipient rate.
E)website click rate

Accepted Answer

Click-through rate (CTR) is the percentage of recipients who have clicked on a link on the page to visit a specific site. Therefore, option B is the correct answer. The other options (fan follow-through percentage, pass-through rate, recipient rate, and website click rate) do not accurately describe the definition of CTR.

Question 17

An example of a smart system is(are)
A)social networking sites at colleges and universities.
B)a location-based app downloaded to a GPS-enabled smartphone.
C)global marketing strategies that leverage advertising assets to multiple countries.
D)real world systems.
E)online retailers.

Accepted Answer

A location-based app downloaded to a GPS-enabled smartphone qualifies as a smart system as it uses data from the device, such as location, to provide customized or personalized services to the user. This is an example of a system that utilizes machine learning and data analytics to identify patterns and make predictions based on user behavior. The other options do not necessarily involve machine learning or data analytics in the same way.

Question 18

The performance measure of average page views per visitor is the number of
A)visitors who land on a brand's Facebook Page by clicking on a Google ad.
B)visitors to a brand's website.
C)visitors who view pages and comment in a given time period.
D)page views divided by visitors in a given time period.
E)visitors to a website who click on a link.

Accepted Answer

Average page views per visitor can be calculated by dividing the total number of page views by the total number of visitors in a given time period. Option D correctly describes this calculation. Options A, B, C, and E do not provide sufficient information to calculate average page views per visitor.

Question 19

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?
A)StuffDOT
B)Facebook
C)Nestlé
D)Pepsi MAX
E)Carmex

Accepted Answer

The answer of Which of the following firms sponsored the...

Question 20

The total number of people who connect with a Post (for example, "like" or make a comment) divided by the total number of people seeing the Post is the
A)fan rate.
B)liker rate.
C)reader rate.
D)active receiver rate.
E)interaction rate

Accepted Answer

The given definition of the term matches with the definition of interaction rate, which is calculated by dividing the total number of interactions (likes, comments, shares, etc.) by the total number of views or reach of a particular post. Therefore, the correct answer is option E, interaction rate.

Quiz 16: Using Social Media to Connect With Consumers

Pinterest is:

The interaction rate is

The convergence of real and digital worlds is the result of

The click-through rate is

The convergence of real and digital worlds has been made possible by all of the following EXCEPT:

Smart systems are

Performance measures for social media are

Frequently used Facebook measures include (the number of people who have opted in to a brand's messages at a given time) and (if someone visits five times in one day, he or she is counted once) .

In using __________, brand managers can post images of their company's products on their board in hopes that they will be shared on other themed boards, or that users will follow the links back to their websites.

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad - is referred to as a

All of the following are social media performance measures EXCEPT:

The number of page views divided by visitors in a given time period is referred to as

After Michael Drysch made his phenomenal hook shot in the "Carmex and LeBronJames.com Half-Court Hero" promotion, the footage went viral on all of the following EXCEPT:

A fan source is

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

An example of a smart system is(are)

The performance measure of average page views per visitor is the number of

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?

The total number of people who connect with a Post (for example, "like" or make a comment) divided by the total number of people seeing the Post is the