Q&A Hero

Q: What is the role of a brand manager in advertising on social media like Facebook?

Q: Describe the communications process of both traditional media and social media.

Q: What are the main ways brand managers can use Twitter?

Q: What are some guidelines to engage fans on Facebook?

Q: Discuss the differences between traditional print media and social media with regard to audience reach, expense and access, training, delivery, permanence, credibility, and social authority.

Q: Describe the two factors that are used to classify social media.

Q: What are social media? Give two examples.

Q: At the present time, StuffDOT sees which of the following social networks as its direct or principal competitor? A. Facebook B. Pinterest C. Groupon D. LivingSocial E. StuffDOT sees no "direct" competitors

Q: StuffDOT's vision is toA. promote a message that is uplifting and empowering for pre-teen and teenage girls.B. wage a battle for niceness by addressing bullying being faced by young girls.C. encourage tween and teen girls to turn from bitter to sweet.D. reward users, primarily women, for shopping and sharing online.E. share images of favorite things by women for other women.

Q: StuffDOT is a A. wiki. B. virtual game world. C. virtual social world. D. blog. E. social network.

Q: The greatest concern consumers may have regarding the convergence of the real and digital worlds is A. the elimination of traditional media; all media will become digital. B. a decreased emphasis on measuring the marketing return on investment for social media initiatives. C. the interference with personal privacy as personal data gets shared within and across social media. D. the proliferation of ads and sponsored stories on social networking sites that reduce click-through rates. E. the absence of digital cash to complete the near field communication transaction process.

Q: __________ refers to any marketing activity conducted though Internet networks to which consumer are continuously connected using a personal mobile device. A. Mobile marketing B. Global positioning satellite (GPS) linking C. QR coding D. Square registeration E. RFD algorithms

Q: Which of the following the results of the convergence of the real and digital worlds is most accurate? A. a greater emphasis on traditional media since is more cost effective than social media B. an increased emphasis on mobile marketing C. a de-emphasis on socially networked communities like loyal users of a brand or alumni associations - groups with common interests D. the elimination of traditional media; all media will become digital E. the failure of near field communications to expand e-commerce due to the absence of digital cash

Q: The product like cycle is of most concern for which app? A. Pandora B. Pinterest C. Angry Birds D. Netflix E. Bank of America

Q: Apps are A. computer-based networks that trigger actions by sensing changes in the real or digital world. B. software programs to measure the number of times an ad loads on a webpage. C. small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices. D. a failed marketing gimmick to advertise the benefits of smartphones. E. programs that can be used to organize large groups of people to form protests on social networking sites.

Q: Which of the following manages the largest database that can respond to queries in facts, photos, and direct answers? A. Wikipedia B. Twitter C. Facebook D. Bing E. Google

Q: __________-enabled smartphones gave mobile consumers access to online ads, local restaurant promotions, and time-sensitive discounts at retailers. A. GPS B. APP C. CMO D. WEB 2.0 E. Google+

Q: 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.

Q: 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).

Q: 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.

Q: 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.

Q: 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.

Q: 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

Q: 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. Nestl D. Pepsi MAX E. Carmex

Q: 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

Q: 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.

Q: 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.

Q: 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.

Q: A fan source isA. 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.

Q: 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 aA. friendster.B. friend visitor.C. fan source.D. fan base.E. friend source.

Q: 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.

Q: 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.

Q: 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 theA. fan rate.B. liker rate.C. reader rate.D. active receiver rate.E. interaction rate.

Q: 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.

Q: 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

Q: In terms of performance measures important to marketing managers, unique visitors areA. 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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

Q: Figure 16-5According 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 clickB. click through rateC. cost per actionD. conversion rateE. cost per thousand

Q: Figure 16-5According 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 clickB. click through rateC. cost per actionD. conversion rateE. cost per thousand

Q: Figure 16-5According 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 clickB. click through rateC. cost per actionD. conversion rateE. cost per thousand

Q: Figure 16-5A 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 ofA. 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.

Q: 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

Q: 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.

Q: 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

Q: 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.

Q: 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).

Q: 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

Q: 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.

Q: Cost per thousand (CPM) is a measure in whichA. 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.

Q: There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests. A. aided recall B. jury tests C. tracking tests D. performance tests E. comparison tests

Q: All of the following are examples of posttests EXCEPT: A. inquiry test B. sales test C. attitude test D. unaided recall test E. jury test

Q: Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as __________. A. jury testing B. tracking tests C. exposure testing D. posttesting E. pretesting

Q: When a company uses a(n) __________, it is using its own advertising staff to provide the advertising services needed by the company. A. intra-firm agency B. promotion department C. in-house agency D. full-service agency E. limited-service agency

Q: An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as a(n) __________. A. full-service agency B. in-house agency C. modified-service agency D. limited-service agency E. sales promotion firm

Q: A limited-service agency refers to A. an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, it has input into actual product design. B. an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services. C. an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. D. firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs. E. one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money.

Q: Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously un-purchased media space, or providing Internet services are referred to as __________. A. full-service agencies B. in-house agencies C. modified-service agencies D. promotional firms E. limited-service agencies

Q: An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of arrangement is popular among __________. A. full-service agencies B. in-house agencies C. modified-service agencies D. promotional firms E. limited-service agencies

Q: A full-service advertising agency refers to A. an advertising agency that not only provides a complete range of services, including market research, media selection, copy, art, and production, it has input into actual product design. B. an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services. C. an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. D. firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs. E. one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money.

Q: A(n) __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. A. limited-service agency B. full spectrum agency C. multi-service agency D. in-house agency E. full-service agency

Q: The most sophisticated form of pretest is the __________. A. portfolio test B. sales test C. attitude test D. theater test E. jury test

Q: A test where consumers are invited to view new television shows or movies in which test commercials are also shown is called a(n) __________. A. sales test B. jury test C. theater test D. attitude test E. portfolio test

Q: Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during __________. A. focus groups B. portfolio tests C. jury tests D. theater tests E. performance tests

Q: In a(n) __________ test, the test ad is placed in a collection with several other ads and stores, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales. A. theater test B. range test C. group test D. portfolio test E. jury test

Q: Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium. A. pretests B. double blind tests C. efficacy trials D. aided recall tests E. sales tests

Q: Pretests refer to A. tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market. B. tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives. C. tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy. D. tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select between alternative versions of the advertisement. E. sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.

Q: Tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of the advertisement are referred to as __________. A. posttests B. pretests C. test screenings D. aided recall testing E. sales tests

Q: Pulse scheduling would most likely be used for advertising __________. A. bathroom cleaning supplies B. breakfast cereal C. socks D. motor oil E. long-stemmed roses

Q: Some studies show that __________ are superior to other advertising strategies. A. flighting schedules B. continuous schedules C. opportunistic schedules D. pulsing schedules E. intermittent schedules

Q: A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a(n) __________. A. continuous schedule B. phased schedule C. pulse schedule D. turnover schedule E. intermittent schedule

Q: Flighting schedules would most likely be used for advertising __________. A. snowboards B. automobiles C. bottled water D. toothpaste E. bathroom cleaner

Q: A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule. A. steady B. flighting C. dripping D. pulsing E. burst

Q: Continuous scheduling would most likely be used for advertising __________. A. fishing rods B. bathing suits C. gardening supplies D. bathroom cleaning supplies E. children's toys

Q: The three approaches to setting advertising schedules are A. flexible, seasonal, and continuous. B. spontaneous, continuous, and intermittent. C. continuous, flighting, and pulse. D. daytime, primetime, and off-peak. E. sporadic, intermittent, and infrequent.

Q: In terms of scheduling advertising, the speed with which buyers fails to recall a brand if advertising is not seen is referred to asA. buyer turnover.B. the frequency rate.C. the brand awareness rate.D. the forgetting rate.E. the recall dissipation rate.

Q: In terms of scheduling advertising, purchase frequency refers to A. the number of times a buyer tries a product before becoming a brand loyal customer of the firm's product. B. the number of times a buyer purchases a product during its life cycle. C. how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. D. how frequently a product is purchased over a particular time period. E. the idea that the more frequently the product is purchased, the less advertising repetition is required.

Q: In terms of scheduling advertising, buyer turnover refers to A. the amount of time between repeat purchases for a given product. B. how often new buyers enter the market to buy a product. C. the amount of time for a buyer to enter and exit a product's life cycle. D. how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. E. the ratio of repeat purchases to the number of buyers for an offering.