Question 1

According to Figure 19-5 above,"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 performance measure described in the quote is "I will pay $0.50 for every 1,000 times this ad loads, up to $100 per month," which means the advertiser is being charged based on the number of times the ad is displayed or loaded, regardless of clicks or actions taken by users. This is known as cost per thousand (CPM) advertising.

Question 2

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 measure in digital advertising in which an advertiser pays a fixed amount of money to the website or publisher for every click on their ad. It does not involve a sale or a fixed amount for displaying the ad, but only for the number of clicks it generates.

Question 3

What is the key marketing objective for advertising on social networking sites?
A)Developing cost-effective ads with a CPM of less than 50¢ for every 1,000 hits.
B)Creating ads that have an immediate impact on sales.
C)Trying to gain viewers' attention for a few extra seconds with entertaining video.
D)Using the cost per click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website.
E)Creating ads that appeal to all demographic groups-regardless of age,gender,ethnicity,education,or income-to maximize cost efficiency.

Accepted Answer

Social networking sites aim to capture users' attention with engaging content, such as entertaining videos, to increase brand awareness and engagement.

Question 4

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 pricing model in which an advertiser pays a set price for their ad to be displayed 1,000 times, regardless of whether or not any actions are taken on the ad. This pricing model is commonly used in display and video advertising.

Question 5

Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is MOST ACCURATE?
A)The purpose of the video was to reinvigorate sales of the Pepsi Next brand.
B)For Pepsi,advertising the "Test Drive" video on Facebook was much more expensive from a CPM standpoint than two 30-second TV spots placed on Fox's American Idol.
C)Pepsi created a new social-media driven website called Pepsi MAX NASCAR with Danica Patrick as the spokesperson following the success of the "Test Drive" video.
D)The Pepsi MAX "Test Drive" video followed the successful "Uncle Drew" TV ads.
E)Pepsi MAX is a new,great-tasting energy drink in the introduction stage of its product life cycle that has "all the sugar and twice the caffeine" as regular Pepsi.

Accepted Answer

The answer of Which of the following statements about the...

Question 6

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 $10,000
B)a company that pays pennies for every time its ad loads on a Facebook page,up to $10,000;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 $10,000
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

The answer of Cost per click is a performance measure...

Question 7

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 refers to a 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 (sale) is completed, rather than just for clicks or ad placement.

Question 8

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 social media ad based on a specific action taken by a user, such as making a purchase or filling out a form. This provides a direct correlation between the cost of the ad and the amount of revenue generated, making it the measure that most closely ties the cost to actual sales.

Question 9

What is the challenge presented to brand managers by social media advertising?
A)Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media.
B)Brand managers need to convince social networks to post their ads free of charge.
C)Brand managers need to create "universally appealing" ads since they cannot target specific demographics on social networks.
D)Brand managers have difficulty estimating how many users have clicked on their ads,which leads to problems in assessing an ad's effectiveness.
E)Brand managers need to realize that there are only a few social networks to advertise on.

Accepted Answer

Social media advertising requires a different approach than traditional advertising. Brand managers need to understand that social media advertising is not primarily for immediate sales, but rather for building brand awareness, engagement, and loyalty. This presents a challenge as the metrics for measuring effectiveness are different from traditional media.

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

Cost per click (CPC) is a pricing model in which advertisers pay a set amount each time a user clicks on their ad. Cost per thousand (CPM) is a pricing model in which advertisers pay a set amount for every 1,000 times their ad is displayed, regardless of whether or not users click on it.

Question 11

According to Figure 19-4 above,the correct rank order of social media sites from LEAST TO MOST POPULAR as measured by the number of unique U.S.visitors as of mid-2013 is
A)LinkedIn,Twitter,Facebook,and YouTube.
B)Facebook,LinkedIn,YouTube,and Twitter.
C)YouTube,LinkedIn,Twitter,and Facebook.
D)Facebook,Vimeo,YouTube,and Twitter.
E)Twitter,Facebook,YouTube,and LinkedIn.

Accepted Answer

The correct rank order of social media sites from LEAST TO MOST POPULAR as measured by the number of unique U.S.visitors as of mid-2013 is LinkedIn,Twitter,Facebook,and YouTube.

Question 12

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

The description provided matches the definition of cost per click (CPC), where advertisers pay a fixed amount for each click on their ads that lead to their website. This is also commonly known as pay-per-click (PPC) advertising.

Question 13

According to Figure 19-4 above,the correct rank order of social network sites from MOST TO LEAST POPULAR as measured by the number of unique U.S.visitors as of mid-2013 is
A)Facebook,LinkedIn,YouTube,and Twitter.
B)Facebook,Twitter,YouTube,and LinkedIn.
C)YouTube,Facebook,Twitter,and LinkedIn.
D)Facebook,YouTube,LinkedIn,and Twitter.
E)Twitter,Facebook,YouTube,and LinkedIn.

Accepted Answer

The answer of According to Figure 19-4 above,the correct rank...

Question 14

According to Figure 19-5 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 15

According to Figure 19-5 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 performance measure described in the quote is "I will pay $5.00 for every purchase that originates from an ad on your site", which refers to a specific action taken by a user, i.e. making a purchase. Therefore, this falls under the category of "cost per action" (CPA) where the advertiser pays for a specific action to be taken by the user.

Question 16

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) refers to the cost of displaying an ad to 1,000 users on a website or platform. It is a fixed amount of money paid for every 1,000 impressions of an ad, regardless of whether or not the user has clicked on or interacted with the ad in any way. Therefore, option A is the correct choice.

Question 17

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

The ideal performance measure for social media advertising would tie actual sales revenues to the cost of the ad, as this directly correlates the success of the ad to its impact on the bottom line. Other measures, such as attracting unique visitors, adding registered users, building awareness, and generating brand buzz are important but do not necessarily equate to direct financial success.

Question 18

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:
A)defines the characteristics of the one or more market segments she wants to reach.
B)buys placement for an ad on a specific section on a social networking site.
C)composes title and copy for the social network ad.
D)decides on the images (photos and videos)used to promote the brand.
E)specifies the web address(es)to which its ad should link based on the brand's social media marketing goals.

Accepted Answer

Buying placement for an ad on a specific section of a social networking site is not a role typically assumed by brand managers when using social media to produce sales and profits for their offerings or brands. The other options listed (A, C, D, E) are all typical roles for brand managers in social media marketing.

Question 19

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 option for a business that wants to only pay when an ad actually generates a sale is to use the performance measure of "cost per action" where they pay $50 for every purchase that originated from an ad on the site. This ensures that the business only pays for the actual result they are looking for, which is a sale. The other options, such as "cost per click" or "cost per like," do not guarantee a sale and could result in the business paying for clicks or likes that do not lead to a purchase.

Question 20

Performance measures for social media are divided into two types: __________ and __________.
A)number of photos uploaded;number of characters typed (comments,tweets,etc. )
B)purchases made online;purchases made in a store as a result of a link from a social media website
C)traditional media costs;social media costs
D)number of "Views" of a YouTube video;number of "Likes" on Facebook
E)those linked to inputs or costs;those tied to the outputs or revenues

Accepted Answer

Performance measures for social media can either be linked to the inputs or costs, such as the number of hours spent on social media management or the cost of creating content for social media platforms, or they can be tied to the outputs or revenues, such as the number of clicks, engagements, or conversions resulting from social media campaigns. These measures allow businesses to track the effectiveness of their social media efforts and make informed decisions about their social media strategies moving forward. Options A, B, C, and D are not the best choices as they do not capture the full range of performance measures for social media.

Quiz 19: Using Social Media to Connect With Consumers

According to Figure 19-5 above,"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.

Cost per click is a measure in which

What is the key marketing objective for advertising on social networking sites?

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

Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is MOST ACCURATE?

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

Cost per action refers to

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

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

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 19-4 above,the correct rank order of social media sites from LEAST TO MOST POPULAR as measured by the number of unique U.S.visitors as of mid-2013 is

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

According to Figure 19-4 above,the correct rank order of social network sites from MOST TO LEAST POPULAR as measured by the number of unique U.S.visitors as of mid-2013 is

According to Figure 19-5 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 19-5 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.

Cost per thousand (CPM) is a measure in which

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

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:

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

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