Question 1

Apps are

Accepted Answer

A)  small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices.
B)  computer-based networks that trigger actions by sensing changes in the real or digital world.
C)  a failed marketing gimmick to advertise the benefits of smartphones.
D)  short software programs to measure the number of times an ad loads on a webpage.

Question 2

Smart systems are

Accepted Answer

A)  financially successful social networking sites.
B)  highly organized social media campaigns to protest a brand.
C)  computer-based networks that trigger actions by sensing changes in the real or digital world.
D)  social networking sites that allow for people to keep in touch with photos, videos, and short-text entries.

Question 3

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

Accepted Answer

A)  fan rate.
B)  reader rate.
C)  liker rate.
D)  interaction rate.

Question 4

Which of the following statements is true about Facebook?

Accepted Answer

A)  Facebook's official smartphone app uses location-based technology so users can "check-in" to local businesses to receive targeted promotional offers.
B)  Facebook has remained a "closed system," which means outside search engines such as Google or Bing cannot catalogue information about a particular brand or topic.
C)  Facebook is the social media website where users upload more videos to its site than any other site.
D)  Facebook is second to Twitter in the number of registered users.

Question 5

Brand managers can use all of the following to measure their Facebook advertising strategy except:

Accepted Answer

A)  Clicks to Website.
B)  App Install to encourage and track company app downloads.
C)  Posts.
D)  Page Likes.

Question 6

In classifying social media, media richness is ________, whereas self-disclosure is_______

Accepted Answer

A)  the degree of acoustic, visual, and personal contact between two communication partners; the degree to which a person's thoughts, feelings, likes, and dislikes are made public
B)  a visual measure; an emotional measure
C)  the quality of the graphics and video on a website; the online conduct that leads to an unfavourable impression
D)  the degree to which a person's thoughts, feelings, likes, and dislikes are made public; the degree of acoustic, visual, and personal contact between two communication partners

Question 7

What are social media?

Accepted Answer

The answer of What are social media?...

Question 8

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure ________.

Accepted Answer

A)  increases
B)  decreases
C)  is not affected
D)  undermines the credibility of the site

Question 9

The continuous connection present in mobile marketing has given rise to an avid use of rewards in what type of smartphone apps?

Accepted Answer

A)  Location-based promotions
B)  Loyalty programs
C)  Price-based searches
D)  Price-comparison searches

Question 10

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be _______.

Accepted Answer

A)  LinkedIn
B)  Twitter
C)  Facebook
D)  YouTube

Question 11

What are "apps," and what significance do they have with respect to convergence?

Accepted Answer

The answer of What are "apps," and what significance do...

Question 12

Smartphone apps are providing stiff competition for physical retail stores because

Accepted Answer

A)  consumers can "tweet" their product preferences.
B)  consumers can simultaneously check prices at other stores while shopping for a product in a brick-and-mortar retail store.
C)  consumers can create and save shopping lists on their smartphones.
D)  consumers using the app Instagram can shop instantly.

Question 13

Aside from an individual Facebook Page for a brand, what is the other mode of advertising on Facebook?

Accepted Answer

A)  Messages are sent to the "inbox" on a user's profile page.
B)  They are integrated into the "newsfeed" on a Facebook user's home page.
C)  Pop-up ads appear after a user logs in.
D)  Ads appear on the right-hand side of a user's profile page.

Question 14

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media seek to reach ________.

Accepted Answer

A)  "followers"
B)  "end receivers"
C)  "two-way receivers"
D)  "active receivers"

Question 15

Cost per click is a measure in which

Accepted Answer

A)  a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
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 for every 1,000 times an ad loads, up to $100 a month.
D)  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.

Question 16

A favourable image is affected by the degree of self-disclosure of a person's thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to_______ the influence on those reached.

Accepted Answer

A)  undermine
B)  decrease
C)  increase
D)  not affect

Question 17

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

Accepted Answer

A)  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
B)  a company paying a set amount to Facebook for every time a user clicks on its ad and goes to its website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000
C)  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
D)  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

Question 18

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

Accepted Answer

A)  Brand managers need to estimate how many users have clicked on their ads, leading to difficulties in assessing an ad's effectiveness.
B)  Brand managers need to connect the cost of new social network promotions to the sales they generate.
C)  Brand managers need to convince social networks to post their ads free of charge.
D)  Brand managers need to create "universally appealing" ads as they cannot target specific demographics on social networks.

Question 19

In comparison between face-to-face communications and telephone or e-mail communications, face-to-face has a level of media richness.

Accepted Answer

A)  equal
B)  higher
C)  lower
D)  more updated

Question 20

Whereas traditional media build credibility through "experts" being "influencers" in a particular field, with social media a sender often simply begins to participate in the ________, hoping that the quality of the message will establish credibility with the receivers.

Accepted Answer

A)  "digital thread"
B)  "conversation"
C)  "amateur discussion"
D)  "discussion pool"

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

Whereas traditional media build credibility through "experts" being "influencers" in a particular field, with social media a sender often simply begins to participate in the ________, hoping that the quality of the message will establish credibility with the receivers.

Correct AnswerverifiedShow Answer

Apps are

Correct AnswerverifiedShow Answer

A favourable image is affected by the degree of self-disclosure of a person's thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to_______ the influence on those reached.

Correct AnswerverifiedShow Answer

The continuous connection present in mobile marketing has given rise to an avid use of rewards in what type of smartphone apps?

Correct AnswerverifiedShow Answer

Smart systems are

Correct AnswerverifiedShow Answer

What are social media?

Correct AnswerverifiedShow Answer

What are "apps," and what significance do they have with respect to convergence?

Correct AnswerverifiedShow Answer

In comparison between face-to-face communications and telephone or e-mail communications, face-to-face has a level of media richness.

Correct AnswerverifiedShow Answer

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be _______.

Correct AnswerverifiedShow Answer

In classifying social media, media richness is ________, whereas self-disclosure is_______

Correct AnswerverifiedShow Answer

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure ________.

Correct AnswerverifiedShow Answer

Which of the following statements is true about Facebook?

Correct AnswerverifiedShow Answer

Smartphone apps are providing stiff competition for physical retail stores because

Correct AnswerverifiedShow Answer

Aside from an individual Facebook Page for a brand, what is the other mode of advertising on Facebook?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Brand managers can use all of the following to measure their Facebook advertising strategy except:

Correct AnswerverifiedShow Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media seek to reach ________.

Correct AnswerverifiedShow Answer

Cost per click is a measure in which

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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In classifying social media, media richness is __, whereas self-disclosure is_

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