•
Question 1
All of the following are differences between social and traditional
media except which?
1.5 out of 1.5 points
Selected
Answer:
Response
Feedback:
•
Question 2
the ability to reach a mass or specialized market
segment
correct
MC Qu. 32 All of the following are differences between...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-01 Define social media and describe how
they have transformed marketing communications.
Topic: Social Media as part of the Marketing Plan
A fan source is
1.5 out of 1.5 points
Selected
Answer:
Response
Feedback:
where a social network following comes from—with fans coming from
a friend being more valuable than those coming from an ad.
correct
MC Qu. 115 A fan source is
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media Definition
•
Question 3
1.5 out of 1.5 points
Individuals who have registered on a social networking site by completing the
process involved, such as providing their name, an ID (usually an email address),
and a password, as well as answering a few questions (date of birth, gender, etc.)
are referred to as
Selected
Answer:
Response
Feedback:
users/members.
correct
•
Question 4
MC Qu. 100 Individuals who have registered on a social ...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media Definition
1.5 out of 1.5 points
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
Selected
Answer:
Response
Feedback:
•
Question 5
cost per action, and pay $50 for every purchase that originated from
an ad on the site.
correct
MC Qu. 96 A business hopes to generate large online sa...
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: 3 Hard
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media as part of the Marketing Plan
Apps are
Selected
Answer:
Response
Feedback:
1.5 out of 1.5 points
small, downloadable software programs that can run on tablet
devices or smartphones.
correct
MC Qu. 128 Apps are
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-05 Identify the cause of the convergence of
the real and digital worlds and how this will affect the future of social
media.
Topic: Social Media as part of the Marketing Plan
•
Question 6
1.5 out of 1.5 points
The business-oriented website that lets users post their profiles and connect to a
network of businesspeople is
Selected
Answer:
Response
Feedback:
•
Question 7
LinkedIn.
correct
MC Qu. 58 The business-oriented website that lets user...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-02 Identify the four major social media and
how brand managers integrate them into marketing actions.
Topic: Social Media Definition
One of Body Glove’s newest products is
1.5 out of 1.5 points
Selected
Answer:
Response
Feedback:
•
Question 8
an inflatable stand up
paddleboard.
correct
MC Qu. 140 One of Body Glove’s newest products is
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-02 Identify the four major social media and
how brand managers integrate them into marketing actions.
Topic: Social Media as part of the Marketing Plan
1.5 out of 1.5 points
All of the following are among the seven types of social media content used by
companies to create and sustain customer engagement except which?
Selected
Answer:
Response
Feedback:
controversial content
correct
MC Qu. 85 All of the following are among the seven typ...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-03 Describe the characteristics of a social
media marketing program, including selecting social media and
choosing social media content.
Topic: Social Media as part of the Marketing Plan
•
Question 9
1.5 out of 1.5 points
Recently, Facebook made all of the following changes to its mobile capabilities
except which?
Selected
Answer:
Response
Feedback:
Facebook introduced the app Virtual, which facilitates the use of
virtual and augmented reality for mobile devices.
correct
MC Qu. 49 Recently, Facebook made all of the following...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-02 Identify the four major social media and
how brand managers integrate them into marketing actions.
Topic: Social Media as part of the Marketing Plan
•
Question 10
1.5 out of 1.5 points
As a performance measure for social networks, the percentage of recipients who
have clicked on a link on the page to visit a specific site is the
Selected
Answer:
Response
Feedback:
click-through rate.
correct
MC Qu. 113 As a performance measure for social networks...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media Definition
•
Question 11
1.5 out of 1.5 points
The performance measure for social networks known as average page views per
visitor is the number of
Selected
Answer:
Response
Feedback:
page views divided by visitors in a given time period.
correct
MC Qu. 109 The performance measure for social networks ...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media Definition
•
Question 12
User-generated content (UGC) refers to
1.5 out of 1.5 points
Selected
Answer:
Response
Feedback:
the various forms of online media content that are publicly available
and created by end users.
correct
MC Qu. 13 User-generated content (UGC) refers to
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-01 Define social media and describe how
they have transformed marketing communications.
Topic: Social Media Definition
•
Question 13
1.5 out of 1.5 points
Which of the following is the largest analytical platform that can respond to queries
in facts, photos, and direct answers?
Selected
Answer:
Response
Feedback:
Google
correct
MC Qu. 127 Which of the following is the largest analyt...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-05 Identify the cause of the convergence of
the real and digital worlds and how this will affect the future of social
media.
Topic: Social Media as part of the Marketing Plan
•
Question 14
1.5 out of 1.5 points
Which of the following statements about user-generated content (UGC) is most
accurate?
Selected
Answer:
Response
Feedback:
UGC is published where it is accessible to the public.
correct
MC Qu. 16 Which of the following statements about user...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-01 Define social media and describe how
they have transformed marketing communications.
Topic: U Social Media Definition
•
Question 15
1.5 out of 1.5 points
Online content created by an individual outside of a professional or commercial
organization is a criterion of
Selected
Answer:
Response
Feedback:
user-generated content.
correct
MC Qu. 19 Online content created by an individual outs...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-01 Define social media and describe how
they have transformed marketing communications.
Topic: Social Media Definition
•
Question 16
The social network that is used solely for sharing videos is
1.5 out of 1.5 points
Selected
Answer:
Response
Feedback:
YouTube.
correct
MC Qu. 66 The social network that is used solely for s...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-02 Identify the four major social media and
how brand managers integrate them into marketing actions.
Topic: Social Media as part of the Marketing Plan
•
Question 17
1.5 out of 1.5 points
The number of times a Facebook page is loaded in a given time period is referred to
as
Selected
Answer:
Response
Feedback:
page views.
correct
MC Qu. 105 The number of times a Facebook page is loade...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media Definition
•
Question 18
1.5 out of 1.5 points
Figure 17-4
According to Figure 17-4 above, B is the performance measure referred to as
Selected
Answer:
Response
Feedback:
cost per click.
correct
MC Qu. 98 According to Figure 17-4 above, B is the per...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media as part of the Marketing Plan
•
Question 19
1.5 out of 1.5 points
Performance measures for social media marketing programs are divided into two
types:
Selected
Answer:
Response
Feedback:
those linked to inputs or costs and those tied to the outputs or
revenues.
correct
MC Qu. 87 Performance measures for social media market...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media as part of the Marketing Plan
•
Question 20
1.5 out of 1.5 points
To generate traffic to a Facebook page for a brand, which is a mode of advertising
on Facebook?
Selected
Answer:
Response
Feedback:
Paid ads and sponsored stories can appear on a user's profile
page.
correct
MC Qu. 45 To generate traffic to a Facebook page for a...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-02 Identify the four major social media and
how brand managers integrate them into marketing actions.
Topic: Social Media as part of the Marketing Plan
•
Question 21
Facebook is
1.5 out of 1.5 points
Selected
Answer:
a website where users may create a personal profile; add other users
as friends; and exchange comments, photos, videos, and "likes" with
them.
Response
Feedback:
correct
MC Qu. 41 Facebook is
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-02 Identify the four major social media and
how brand managers integrate them into marketing actions.
Topic: Social Media Definition
•
Question 22
Social media are
1.5 out of 1.5 points
Selected
Answer:
Response
Feedback:
online media where users submit comments, photos, and videos often
accompanied by a feedback process to identify popular topics.
correct
MC Qu. 3 Social media are
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-01 Define social media and describe how
they have transformed marketing communications.
Topic: Social Media Definition
•
Question 23
1.5 out of 1.5 points
A fixed amount of money paid for every 1,000 times an ad loads and a visitor might
see it is referred to as
Selected
Answer:
Response
Feedback:
cost per thousand.
correct
MC Qu. 90 A fixed amount of money paid for every 1,000...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media Definition
•
Question 24
1.5 out of 1.5 points
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?
Selected
Answer:
Response
Feedback:
LinkedIn
correct
MC Qu. 39 Which social network has found a niche in he...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-02 Identify the four major social media and
how brand managers integrate them into marketing actions.
Topic: Social Media as part of the Marketing Plan
•
Question 25
1.5 out of 1.5 points
Which of the following is most accurate in describing influencer marketing?
Selected
Answer:
Response
Feedback:
Influencer marketing is based on the concept of personal influence
as a behavioral concept.
correct
MC Qu. 37 Which of the following is most accurate in d...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-01 Define social media and describe how
they have transformed marketing communications.
Topic: Social Media as part of the Marketing Plan
•
Question 26
1.5 out of 1.5 points
marketing program is that portion of a company’s integrated marketing
communications effort designed to create and deliver online media content that
attracts viewer attention and encourages readers to share it with their social
network.
Selected
Answer:
Response
Feedback:
A social media
correct
MC Qu. 73 marketing program is that portion o...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-03 Describe the characteristics of a social
media marketing program, including selecting social media and
choosing social media content.
Topic: Social Media as part of the Marketing Plan
•
Question 27
1.5 out of 1.5 points
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 which?
Selected
Answer:
Response
Feedback:
posting Instagram videos on the left side of the Facebook Page
correct
MC Qu. 47 The marketing challenge for the brand manage...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 17-02 Identify the four major social media and
how brand managers integrate them into marketing actions.
Topic: Social Media as part of the Marketing Plan
•
Question 28
In classifying social media, self-disclosure is
0 out of 1.5 points
Selected
Answer:
Response
Feedback:
behavior that leads to an unfavorable impression by other online
users.
incorrect
MC Qu. 22 In classifying social media, self-disclosure...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-01 Define social media and describe how
they have transformed marketing communications.
Topic: Social Media Definition
•
Question 29
1.5 out of 1.5 points
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
Selected
Answer:
Response
Feedback:
fan source.
correct
MC Qu. 114 Where a social network following comes from&...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media Definition
As a performance measure for social networks, the number of page views divided
by visitors in a given time period is referred to as
Selected
Answer:
Response
Feedback:
the average page views per visitor.
correct
MC Qu. 108 As a performance measure for social networks...
AACSB: Technology
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 17-04 Compare the performance measures of
social media linked to costs (inputs) versus revenues (outputs).
Topic: Social Media Definition
.
•
Question 30
1.5 out of 1.5 points
