Q&A Hero

Q: Marketers can use one of two strategies: the first strategy uses Facebook Pages and YouTube Channels, and the second strategy uses ads in newspapers, magazines, and on TV. The difference between these two types of marketing strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________. A. "passive receivers"; "active receivers" B. an older demographic; a younger demographic C. wealthy; disadvantaged D. "active receivers"; "passive receivers" E. "evangelists"; "brand ambassadors"

Q: Within the context of social media, an "evangelist" is an online user who A. is "delighted" about the brand advertised and sends messages to his/her online friends and then back to the advertiser about the joys of using the brand. B. tries to promote an anti-consumerist agenda to other online users, hindering the effectiveness of online advertisements. C. is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends. D. is indifferent or "agnostic" to advertisements on social media networks. E. is an "apostle" who develops his/her own Facebook, Twitter, and/or YouTube following and therefore should be contacted by advertisers about placing an ad on his/her website.

Q: An "active receiver" who is "delighted" with the brand advertised and sends messages to her online friends about the brand is referred to as a(n) __________. A. "expert" B. "follower" C. "end-receiver" D. "traditional consumer" E. "evangelist"

Q: Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach __________. A. "two-way receivers" B. "end-receivers" C. "active receivers" D. "followers" E. "connections"

Q: Social media advertising is helpful to brand managers because consumers are __________. A. captive receivers who buy products online B. end-receivers who buy products online C. traditional consumers who buy products in retail stores D. active receivers who send user generated content to both friends and advertisers E. traditional receivers who browse products online

Q: Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products. These consumers are therefore referred to as __________. A. one-way consumers B. passive receivers C. active-receivers D. traditional consumers E. traditional receivers

Q: 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 __________. A. Pinterest B. LinkedIn C. Twitter D. YouTube E. the Honda website

Q: The three guidelines on marketing and promoting a brand using YouTube include: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) create a branded channel rich in key words to improve the odds of the video showing up in user searches; and (3) __________. A. use an expert to inform the audience about product features and benefits B. tie the product to a current political or news event C. target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits D. include humorous content to attract as many viewers as possible E. limit the video to one minute or less, the same as a TV or radio ad time limit

Q: The three guidelines on marketing and promoting a brand using YouTube include: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) __________; and (3) target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits. A. use an expert to inform the audience about product features and benefits B. create a channel rich in key words to improve the odds of the video showing up in user searches C. tie the product to a current political or news event D. include humorous content to attract as many viewers as possible E. limit the video to one minute or less, the same as a TV or radio ad time limit

Q: The three guidelines on marketing and promoting a brand using YouTube include: (1) __________; (2) create a branded channel rich in key words to improve the odds of the video showing up in user searches; and (3) target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits. A. use an expert to inform the audience about product features and benefits B. tie the product to a current political or news event C. include humorous content to attract as many viewers as possible D. exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story E. limit the video to one minute or less, the same as a TV or radio ad time limit

Q: __________ users simply snap a photo, choose a specialized filter to alter the look and feel of the image, and share the image with family and friends. A. Tumblr B. Flickr C. Vimeo D. Instagram E. StumbleUpon

Q: A feature-rich, micro-blogging platform that allows users to share text, photos, music, links, videos, and more is A. Tumblr. B. Flickr. C. Vimeo. D. Pinterest. E. StumbleUpon.

Q: __________ is a content sharing network where members affix images, videos, and more to "boards" they create, which are categorized into different themes. A. Tumblr B. Flickr C. Vimeo D. Pinterest E. StumbleUpon

Q: A popular social network used by college students to find and share the best content on the Web is A. Tumblr. B. Flickr. C. Vimeo. D. Pinterest. E. StumbleUpon.

Q: If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is A. YouTube. B. LinkedIn. C. Facebook. D. Twitter. E. Google Chrome.

Q: The social network that is used solely for sharing videos is A. Google. B. Facebook. C. YouTube. D. Twitter. E. LinkedIn.

Q: YouTube is A. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them. B. a website that enables users to send and receive short messages up to 140 characters long. C. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. D. a video-sharing website in which users can upload, distribute, view, and comment on videos. E. a website enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Q: Pop singer Rebecca Black used __________ to post her video "Friday," which went viral and earned her many fans. She now has her own channel on the same platform. A. YouTube B. Pinterest C. Twitter D. Facebook E. LinkedIn

Q: In a recent survey of business owners, 41 percent saw __________ as potentially beneficial to their company - more than twice that for the other major social networks discussed in the textbook. A. Facebook B. Groupon C. YouTube D. Twitter E. LinkedIn

Q: If a brand manager wanted to use LinkedIn to promote her brand, the best way would be to A. use profiles of company employees for business-to-business image building and networking with industry-related groups. B. monitor profiles for negative mentions of their brand. C. create a profile for her brand. D. try to accumulate online followers for the business. E. buy ad space on the LinkedIn website.

Q: All of the following are tips experts recommend to student job seekers using LinkedIn EXCEPT: A. write an informative, short, memorable profile headline. B. include an appropriate photo of yourself. C. include as many recommendations as you can get. D. fill in the Skills & Expertise section with keywords that recruiters use in their searches. E. set your profile to "public" and include its URL on your resume.

Q: Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact. A. followers B. colleagues C. contacts D. connections E. friends

Q: What is the primary purpose of LinkedIn? A. LinkedIn keeps track of business trends and "breaking news." B. LinkedIn provides a way to integrate all of one's social networks into a single, comprehensive news feed. C. LinkedIn provides a forum for discussion about the difficulties and stresses of the job market. D. LinkedIn provides a forum to create a conversation between large companies and their employees. E. LinkedIn is a platform for professional networking and job searching.

Q: The social network primarily used for professional networking and job searching isA. Twitter.B. LinkedIn.C. Facebook.D. YouTube.E. Farmville.

Q: The business-oriented website that lets users post their profiles and connect to a network of businesspeople is A. LinkedIn. B. YouTube. C. Twitter. D. Facebook. E. Friendster.

Q: LinkedIn is A. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them. B. a website that enables users to send and receive short messages up to 140 characters long. C. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. D. a video-sharing website in which users can upload, distribute, view, and comment on videos. E. a website enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Q: Social Network Image (B)Social Network Image (B) above shows the __________ web page for college student and StuffDot intern Jenny Caffoe, which allows her to search for other internships or permanent work after graduation.A. YouTubeB. PinterestC. TwitterD. FacebookE. LinkedIn

Q: Social Network Image (B)If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement Twitter?A. Monitor other Twitter accounts for negative mentions of your brand.B. Aggressively defend your brand on your Twitter account.C. Create an account and generate followers by posting photos of the new product.D. Create an account and tweet about it the day before releasing the product.E. Be interesting and unexpected through posting on current events such as an upcoming political election.

Q: Brand managers find out what people are saying about their brand on Twitter by A. having employees perform spot-checks on posts. B. using social media management tools from services such as TweetDeck. C. creating their own Twitter account and seeing what "followers" say on Facebook. D. recognizing that posts are too brief to allow for a substantive mention of their brand. E. employing outside search services such as Google and Bing.

Q: Brand managers can strategically use Twitter to do all of the following EXCEPT: A. respond to user criticisms about a brand. B. re-tweet positive customer comments. C. generate brand buzz by developing an official Twitter profile. D. tweet on topics that provide information of value to their customers. E. post user profiles for job seekers.

Q: Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base? A. YouTube B. LinkedIn C. Facebook D. Twitter E. Pinterest

Q: Twitter can be a good source of information about a brand or product because of its A. short message length. B. photo-sharing capability. C. ability to display user generated video content. D. ownership of CoTweet. E. ability to post professional profiles.

Q: The website that enables users to send and receive messages up to 140 characters long is A. LinkedIn. B. YouTube. C. Twitter. D. Facebook. E. Friendster.

Q: Twitter is A. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them. B. a website that enables users to send and receive short messages up to 140 characters long. C. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. D. a video-sharing website in which users can upload, distribute, view, and comment on videos. E. a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Q: Social Network Image (A)Social Network Image (A) above shows the __________ web page for Carmex, allowing the firm to depict its products as well as send and receive messages about them from followers.A. YouTubeB. PinterestC. TwitterD. FacebookE. LinkedIn

Q: Social Network Image (A)Recently, Facebook made all of the following changes to its site to improve the user experience EXCEPT:A. Facebook acquired Oculus, a virtual reality headset company.B. Facebook announced that a version of its News Feed was being tailored for images to appear on mobile devices.C. Facebook launched hashtags.D. Facebook eliminated privacy settings for all but it paid advertisers.E. Facebook was able to generate revenues by placing ads on the small screens of smartphones.

Q: Figure 16-3Figure 16-3 above shows the __________ web page for StuffDOT and the data available for marketers to assess its performance and understand its users.A. YouTubeB. PinterestC. TwitterD. FacebookE. LinkedIn

Q: Figure 16-3A Facebook Page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers EXCEPT:A. a cover image.B. Facebook Page posts that appear in the News Feed.C. analytics about users.D. the ability to "tweet" a comment on an ad a firm has posted on its Facebook Page.E. the number of people who clicked the "Like" button.

Q: All of the following are true about StuffDOT EXCEPT: A. StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item. B. StuffDOT start-up targets college-aged women. C. StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city. D. StuffDOT campus ambassadors are a major force behind the platform's growth. E. StuffDOT reward money can be redeemed for gift cards with many major retailers.

Q: A recent study found that "Likes" or "Followers" to a brand's Facebook Page is worth _______ in terms of product spending, brand loyalty, and "u02dcpropensity to recommend' the site to others. A. $17 B. $53 C. $83 D. $145 E. $174

Q: The marketing challenge for the brand manager using a Facebook Page is to post and create content that will generate the best response. This goal can be accomplished by all of the following EXCEPT: A. updating content regularly to keep it fresh. B. using familiar imagery and messaging, but adding a twist. C. learning users' passions. D. letting users guide content. E. posting Instagram videos (ads, b-roll) on the left side of the Facebook Page.

Q: To generate traffic to a Facebook Page for a brand, what is another mode of advertising on Facebook? A. Messages can be sent to the inbox on a user's profile page. B. Pop-up ads can appear after a user logs in. C. Facebook will place links to other webpages on its home page. D. Facebook does not allow for any other forms of advertising. E. Paid ads and sponsored stories can appear on a user's profile page.

Q: Which of the following statements is true about Facebook?A. Facebook is second to Twitter in the number of registered users.B. Facebook is open to users who are at least six years old.C. Facebook is the social media website where users upload more videos to its site than any other site.D. Facebook users have an average of about 130 friends on the site.E. Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.

Q: Which of the following statements about Facebook is most accurate? A. Facebook is the third most-used social network. B. Facebook has a global presence - 1 in every 7 people on the planet use this site. C. Facebook has almost 80 million active users. D. Facebook lets people keep in touch through long text-entries similar to e-mail. E. Facebook is just as successful as Twitter.

Q: Facebook is A. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them. B. a website that enables users to send and receive tweets, messages up to 140 characters long. C. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. D. a video-sharing website in which users can upload, distribute, view, and comment on videos. E. a virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.

Q: In 2012, Facebook acquired __________ to enhance its photo-sharing capability. A. Twitter B. Pinterest C. Vimeo D. Snapchat E. Instagram

Q: Which social network has found a niche in helping small business networks reach potential customers, as well as filling its traditional role of connecting job seekers and jobs? A. Twitter. B. Pinterest. C. YouTube. D. Facebook. E. LinkedIn.

Q: All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations EXCEPT: A. Twitter. B. YouTube. C. Facebook. D. LinkedIn. E. Pinterest.

Q: 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. A. purchase transaction B. conversation C. amateur discussion D. discussion pool E. information superhighway

Q: While brand managers use both traditional and social media to promote and advertise their products, traditional media __________ while social media __________. A. appeal to a younger audience; appeal to a middle-aged audience B. are cheaper; are more creative C. are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete D. are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them E. take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual

Q: All of the following are differences between social and traditional media EXCEPT: A. the number of and skills required to produce and train personnel to produce the media. B. the permanence of the media. C. the credibility of the media. D. the ability to reach a mass or specialized market segment. E. the privacy and anonymity of the media.

Q: In what way are traditional and social media similar?A. They both require specialized training.B. They both rely upon contributions from established experts to create credibility and social authority.C. They both can reach either large or niche audiences.D. They both are relatively inexpensive or free to produce.E. They both produce content that can be altered after posting or publication.

Q: When Toyota featured images from the World of Warcraft game in a TV commercial, it demonstrated that World of Warcraft has a high degree of __________, as visuals, graphics, and animations are the major draw for World of Warcraft users. A. media richness B. self-disclosure C. collaboration D. product placement E. wikiness

Q: What did Toyota do to reach World of Warcraft's U.S. game players? A. Toyota sponsored an expansion pack of the game. B. Toyota purchased the personal information of users from the game company to send e-mails. C. Toyota used mechanics and pictures from the game in a commercial. D. Toyota paid to have likenesses of their vehicles appear in the game as product placement. E. Toyota paid to have ads placed on the game's website.

Q: Figure 16-1Based on the social media identified in Figure 16-1 above, which of the following social networking sites is HIGHEST in media richness?A. VineB. TwitterC. YouTubeD. LinkedInE. can't be determined

Q: Figure 16-1Based on the social media identified in Figure 16-1 above, LinkedIn isA. medium in self-disclosure and low in media richness.B. high in self-disclosure and medium in media richness.C. high in self-disclosure and high in media richness.D. low in self-disclosure and medium in media richness.E. low in self-disclosure and low in media richness.

Q: Figure 16-1Based on the social media identified in Figure 16-1 above, The Sims has a __________ degree of self-disclosure than World of Warcraft.A. more uniqueB. lowerC. equalD. higherE. more elaborate

Q: Figure 16-1Based on the social media identified in Figure 16-1 above, virtual social worlds have a __________ degree of media richness and self-disclosure.A. highB. mediumC. lowD. averageE. non-existent

Q: Figure 16-1Based on the social media identified in Figure 16-1 above, blogs areA. highly interactive websites.B. high in self-disclosure but low in media richness.C. low in self-disclosure but high in media richness.D. websites that are low in self-disclosure.E. websites that are high in media richness.

Q: Figure 16-1Based on the social media identified in Figure 16-1 above, a site that has elaborate visuals, graphics, and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?A. upper leftB. upper rightC. lower centerD. lower rightE. lower left

Q: Figure 16-1As the content of a blog or messages posted on social media sites move from impersonal to highly personal, the level of self-disclosure __________.A. decreasesB. is not affectedC. undermines the credibility of the siteD. increasesE. increases the credibility of the site

Q: A favorable image is affected by the degree of self-disclosure of a person's thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to __________ one's influence on those reached. A. decrease B. not affect C. undermine D. manipulate E. increase

Q: As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site __________. A. decreases B. is not affected C. can be manipulated D. increases E. can't be determined

Q: Media richness is __________ in face-to-face communication than telephone or e-mail communications. A. equal B. lower C. higher D. more updated E. less updated

Q: In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as __________, whereas the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as __________. A. self-disclosure; media richness B. emotional value; social degree C. media richness; self-disclosure D. social degree; emotional value E. media richness; user-generated content

Q: In classifying social media, media richness is __________, whereas self-disclosure is __________. A. 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 B. the quality of the graphics and video on a website; the online conduct that leads to an unfavorable impression C. a visual measure; an emotional measure D. the extent to which a user personalizes his/her profile page; adding contact information (telephone, address, and e-mail) on one's Facebook Page E. 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

Q: In classifying social media, self-disclosure isA. the degree to which a person's thoughts, feelings, likes, and dislikes are made public.B. the degree of acoustic, visual, and personal contact between two communication partners.C. an undesirable effect of social media in which too much personal information is given by users, resulting in identity theft.D. a growing trend in which telephone and e-mail communications contribute to one's online profile.E. behavior that leads to an unfavorable impression by other online users.

Q: In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as A. user generated content. B. social value. C. self-disclosure. D. media richness. E. emotive content.

Q: Social networks can be classified based on (1) __________ and (2) __________. A. web browsers; apps B. user generated content (UGC); marketer-generated content (MGC) C. blogs; wikis D. textual; visual E. media richness; self-disclosure

Q: Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of A. online advertisements. B. user generated content (UGC). C. blogs. D. wikis. E. YouTube.

Q: Online content that shows a significant degree of creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of A. online advertisements. B. blogs. C. user generated content (UGC). D. wikis. E. YouTube.

Q: Online content that is published on a publicly accessible website or social networking site is a criterion of A. social networks. B. user generated content (UGC). C. blogs. D. wikis. E. YouTube.

Q: Which of the following statements about user-generated content (UGC) is most accurate? A. UGC is published on a publicly accessible website or a social networking site. B. UGC must show a sequential journey through posts made by a user. C. UGC is intended for commercial profit. D. UGC is not found on social networking sites. E. UGC is limited to text-only, 140 character maximum posts due to the limited bandwidth of Internet service providers.

Q: All the following statements about user generated content (UGC) are true EXCEPT: A. UGC is published on a publicly accessible website and created by end users. B. UGC is reposting an article found in a newspaper or magazine without editing. C. UGC is consumer-generated by an individual outside of a professional organization. D. UGC shows a significant degree of creative effort. E. UGC is not simply e-mail, but is published on a publicly accessible website.

Q: The various forms of online media content that are publicly available and created by end users is referred to as A. user-generated content (UGC). B. wikis. C. net platforms. D. Facebook Pages. E. social media.

Q: User generated content (UGC) refers to A. content found on a personal profile page. B. content found only on blogs and wikis. C. content that is created with the intention of achieving commercial profit. D. content found on forms of online media that are privately owned and operated by a single user. E. the various forms of online media content that are publicly available and created by end users.

Q: User generated content refers to A. the content posted by only one user on his or her private blog. B. Web 3.0, the next update of the Web. C. the content created by one user using his or her smartphone. D. another term for social media. E. another term for flash mobs.

Q: Blogs and wikis differ in that a blog is a diary that shows a __________, while a wiki shows the end result as a __________. A. complete thought process; fragmented group of ideas B. sequential journey; single entry C. single entry; sequential journey D. personal side of the user; formal presentation E. long narrative; block of text

Q: A publicly accessible personal journal and online forum for an individual or organization is a __________, whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________. A. Internet browser; blog B. wiki; blog C. blog; wiki D. Facebook; Twitter E. Twitter Page; Facebook Page

Q: A blog is __________, whereas a wiki is __________. A. a log of an individual's Internet activity; Internet activity updated by the user B. a website for companies to gather customer insights; an academic tool to post grades and projects C. a website whose online content is created and edited by the ongoing collaboration of end users; a publicly accessible personal journal and online forum for a individual or organization D. a publicly accessible personal journal and online forum for an individual or organization; a website whose online content is created and edited by the ongoing collaboration of end users E. an advertising forum; an artistic forum