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Q:
The social media website open to anyone age 13 and over, where users keep family and friends up to date on what they are thinking, doing, and feeling; chat with friends; and create and join common-interest groups organized by workplace, high school, college, and Pages is
a. Twitter.
b. Vimeo.
c. Facebook.
d. YouTube.
e. LinkedIn.
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 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:
All of the following are the four more widely social media networks discussed in the text EXCEPT:
a. Twitter.
b. YouTube.
c. Facebook.
d. LinkedIn.
e. Groupon.
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. "digital thread"
b. "amateur discussion"
c. "discussion pool"
d. "information superhighway"
e. "conversation"
Q:
While both traditional media and social media can reach either a large audience or a niche audience, social media are different from traditional media because
a. production of traditional media requires specialized skills and a team of people.
b. traditional media include Facebook and Twitter.
c. social media only reaches niche audiences.
d. social media is relatively expensive to produce.
e. the content of social media cannot be altered after publication.
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.
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 were the major draw for World of Warcraft users.
a. media richness
b. self-disclosure
c. character development
d. product placement
e. "wikiness"
Q:
What did Toyota do to reach World of Warcraft's 2.5 million U.S. 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 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 1.
Based on the social media identified in Figure 1. above, Foursquare is seen as
a. low in self-disclosure and low in media richness.
b. low in self-disclosure and medium in media richness.
c. high in self-disclosure and high in media richness.
d. medium in self-disclosure and medium in media richness.
e. low in self-disclosure and high in media richness.
Q:
Figure 1.
Based on the social media identified in Figure 1. above, LinkedIn is
a. 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 1.
Based on the social media identified in Figure 1. above, Second Life has a __________ degree of self-disclosure than Call of Duty.
a. higher
b. lower
c. equal
d. more unique
e. more elaborate
Q:
Figure 1.
Based on the social media identified in Figure 1. above, Wikipedia has a __________ degree of self-disclosure.
a. high
b. medium
c. low
d. average
e. nonexistent
Q:
Figure 1.
Based on the social media identified in Figure 1. above, blogs are
a. 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 1.
Based on the social media identified in Figure 1. above, the social media site rated highest in self-disclosure but lowest in media richness is
a. Facebook.
b. Tumblr.
c. Wikipedia.
d. Foursquare.
e. Farmville.
Q:
Figure 1.
Based on the social media identified in Figure 1. above, the social media site rated highest in media richness and lowest in self-disclosure is
a. Wikipedia.
b. Facebook.
c. Second Life.
d. World of Warcraft.
e. Farmville.
Q:
Figure 1.
Based on the social media identified in Figure 1. above, a social media 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 left
b. upper right
c. lower center
d. lower right
e. lower left
Q:
As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure __________.
a. decreases
b. is not affected
c. undermines the credibility of the site
d. increases
e. 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 __________ the 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. increases.
d. can be manipulated.
e. is undermined.
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 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.
c. the quality of the graphics and video on a website; the online conduct that leads to an unfavorable impression.
d. a visual measure; an emotional measure.
e. the extent to which a user personalizes his or her profile page; adding contact information (telephone, address, and e-mail) on one's Facebook page.
Q:
In classifying social media, self-disclosure is
a. 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 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 on 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); organization-sponsored content (OSC)
c. blogs; wikis
d. textual; visual
e. media richness; self-disclosure.
Q:
Social networks are
a. gaming websites.
b. Internet browsers.
c. specific social media like Facebook or YouTube.
d. the replacement for e-mail to send private messages.
e. social media websites that are the highest in media richness.
Q:
A single social media site like Facebook or YouTube is referred to as a(n)
a. social network.
b. gaming website.
c. electronic media.
d. social media.
e. feedback media.
Q:
Online media where users submit news, photos, and videosoften accompanied by a feedback process to identify "popular" topicsare referred to as
a. gaming websites.
b. Facebook.
c. electronic media.
d. social media.
e. feedback media.
Q:
Social media are
a. online games.
b. online media where users submit news, photos, and videosoften accompanied by a feedback process to identify "popular" topics.
c. any type of medium in which large groups of people read content generated by a business, government, or corporation.
d. only media that allow face-to-face communication.
e. all forms of electronic media.
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 a social networking site.
e. UGC is limited to text-only postings due to the limited bandwith 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 are referred to as
a. user-generated content (UGC).
b. wikis.
c. net platforms.
d. Facebook pages.
e. mass 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, a new use of the Web.
c. the content created by one user on 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; Facebook
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
Q:
A wiki is a
a. web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
b. business-oriented website that lets users create profiles for professional networking.
c. unique type of Internet browser where search results are personalized for each user.
d. website where users create a personal profile, add "friends," and exchange messages and photos with them.
e. website whose content is created and edited by the ongoing collaboration of end users.
Q:
A website whose content is created and edited by the ongoing collaboration of end users is known as a
a. wiki.
b. blog.
c. Net platform.
d. Facebook page.
e. "tweet."
Q:
Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into
a. popular trends among members of the over-65 market.
b. technological advancements that can be used to promote their brands.
c. new slang terms to create more effective advertisements.
d. recruiting prospective employees.
e. customer complaints and suggestions.
Q:
"Epicurious" is a website where recipes are posted by the site owner and individual cooks. Using a "four-fork" rating system, users rate and comment on these recipes for ease or difficulty in preparation, the taste of the finished dish, and whether or not they would use the recipe again. What type of social media website is "Epicurious?"
a. Web 2.0
b. a Facebook page
c. a wiki
d. a blog
e. a Twitter account
Q:
Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?
a. create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products.
b. monitor e-mail for customer complaints and respond promptly with a 50% discount coupon
c. hold a cooking contest to generate new recipes using Betty Crocker products
d. produce commercials incorporating images of Betty Crocker cooking with Julia Child
e. produce a movie featuring a female or male cooking her/his way through all the recipes in the latest edition of the Betty Crocker cookbook
Q:
A blog is a
a. business-oriented website that lets users create profiles for professional networking.
b. unique type of Internet browser where search results are personalized for each user.
c. web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
d. website where users create a personal profile, add "friends," and exchange messages and photos with them.
e. website whose content is created and edited by the ongoing collaboration of end users.
Q:
A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a
a. wiki.
b. blog.
c. net platform.
d. Facebook page.
e. "tweet."
Q:
What is one way in which "Web 2.0" media are different from traditional media?
a. Web 2.0 involves online media where users submit comments, photos, and videos as well as have genuine online conversation among multiple users.
b. The ability to access the Internet from smartphones brought on a cultural revolution when the majority of college students began to use them.
c. Greater bandwidth allows for faster media downloads from the Internet.
d. All college students use Web 2.0.
e. The technical interface of Web 2.0 is user friendly.
Q:
What is one way in which the Internet has changed and brought about the term "Web 2.0?"
a. Web 2.0 is the most-used Internet browser, launched in 2004.
b. The ability to access the Internet from smartphones brought on a cultural revolution in how users view the Internet.
c. Faster routers allowed for quicker, more efficient Internet service.
d. Internet content can now be continuously modified by all users in a participatory fashion.
e. The technical interface of the Internet has drastically changed since 2004.
Q:
Web 2.0 is a term that describes
a. a technical update of the World Wide Web.
b. the highly interactive web content created by users.
c. the second generation of Internet browsers.
d. the decreased interactivity of user generated content.
e. the second revision of interactive web content.
Q:
Web 2.0 is a term that describes
a. the increased functionality of the World Wide Web that increased the interactivity among users.
b. a technical update of the World Wide Web.
c. the first Internet browser.
d. the decreased degree of interactivity among users.
e. the final published form of web content.
Q:
Another term sometimes used interchangeably with "social media" is __________.
a. net platforms
b. Web 3.0
c. Web functionalities
d. Web 2.0
e. peer-to-peer networking
Q:
What is another term that is sometimes used interchangeably with "social media?"
a. net platforms
b. Web 3.0
c. user generated content
d. user platforms
e. peer-to-peer networking
Q:
Figure 1.
According to Figure 1. above, which information source showed the biggest decrease in college student preference from 2000 to 2009?
a. free samples in a store
b. information on the Internet
c. advertising on television
d. advertising on the Internet
e. word of mouth
Q:
Figure 1.
According to Figure 1. above, which information source showed the biggest increase in college student preference from 2000 to 2009?
a. free samples in a store
b. advertising on the Internet
c. information on the Internet
d. advertising on television
e. word of mouth
Q:
Figure 1.
According to Figure 1. above, the information source most used in 2000 was
a. advertising on television.
b. information on the Internet.
c. advertising in magazines.
d. advertising on the Internet.
e. word of mouth.
Q:
Figure 1.
According to Figure 1. above, the source of information most used by college students in 2009 was
a. free samples in a store.
b. advertising on the television.
c. advertising in magazines.
d. advertising on the Internet.
e. word of mouth.
Q:
It is important for marketers to reach college-age students in the U.S. because
a. college age students are sensitive to the environment, which carries over to their media usage.
b. only a small percentage of students check their Facebook pages.
c. Internet advertising is ineffective with this age group.
d. the information sources they use to make buying decisions.
e. students reject the brands their parents buy.
Q:
Marketers use social media to reach the important market of college-age students because
a. of their discretionary spending.
b. only a small percentage of students check their Facebook pages.
c. Internet advertising is ineffective with this age group.
d. these media are less effective than print and TV advertising.
e. rebellious students reject the brands their parents buy.
Q:
When thousands of college-age "brand ambassadors" at colleges and universities across the U.S. needed to recruit volunteers to help incoming freshmen on campus move-in day, the most effective way to reach the greatest number of students was by using
a. the campus radio.
b. social media.
c. phone solicitations.
d. ads in the campus newspaper.
e. hanging ads on dorm-room handles.
Q:
When Kimmy Summers and Gina Damoto had to communicate with other students to recruit volunteers at their respective universities to help freshmen during campus move-in day, they chose to use
a. letters from their colleges' deans of students.
b. flyers pushed under dorm-room doors.
c. phone solicitations.
d. ads in their campus newspapers.
e. social media.
Q:
As the brand manager, how would you use social media to drive traffic to the Bitter Girls website?In your answer, include your rationale for using each type of social media.
Q:
Describe the marketing strategy the AOI team used for Bitter Girls to develop a following in its target market.
Q:
What are "apps," and what significance do they have with respect to convergence?
Q:
After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while Mars, the makers of M&M's, regretted not permitting its product to be used in the film. This is an example of _________.
a. product continuity
b. subsidized advertising
c. subliminal direction
d. reverse product placement
e. product placement
Q:
The purpose of an advocacy advertisement is to
a. promote a specific brand's features and benefits.
b. tell people what a company is, what it can do, and where it is located.
c. state the position of a company on an issue.
d. reinforce previous knowledge of a product.
e. promote the advantages of one product class over another.
Q:
Product placement refers to
a. the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product.
b. the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf.
c. the placement of a brand-name product on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer.
d. the use of a brand-name product in a move, television show, or commercial without the manufacturer's knowledge or permission, and without compensation.
e. a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.
Q:
There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and __________.
a. sustainable
b. philanthropic
c. reminder
d. persuasive
e. informational
Q:
The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as __________.
a. co-branding
b. subliminal tie-in
c. product placement
d. partnership promotion
e. product parallelism
Q:
There are four commonly used forms of institutional advertising: advocacy, pioneering, __________, and reminder.
a. differentiation
b. philanthropic
c. persuasive
d. competitive
e. informational
Q:
Apple recently offered consumers a __________ of $100 when they purchased a computer and a printer.
a. premium
b. deal
c. coupon
d. rebate
e. student incentive
Q:
There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder.
a. differentiation
b. pioneering
c. persuasive
d. philanthropic
e. informational
Q:
Some studies estimate that __________ of a consumer's buying decisions are made in the store.
a. 20%
b. 33%
c. 40%
d. 60%
e. 75%
Q:
There are four commonly-used forms of institutional advertising: __________, pioneering, competitive, and reminder.
a. sustainable
b. persuasive
c. philanthropic
d. informational
e. advocacy
Q:
A Nabisco display in the grocery store is designed to maximize the consumer's attention to lunch box and after-school snacks and to provide storage for the products. It is placed in a high-traffic area of the store. This type of sales promotion is referred to as __________.
a. a sample
b. a freestanding insert
c. a point-of-purchase display
d. a premium
e. a deal
Q:
__________ advertising is often used to support the public relations plan or counter adverse publicity.
a. Institutional
b. Reminder
c. Competitive
d. Pioneering
e. Objective
Q:
For marketers, the primary objective of a point-of-purchase display is to
a. eliminate the need for any special pricing promotion.
b. retaliate against competitors' actions.
c. encourage present customers to buy more; minimize brand-switching behavior.
d. build business inventory.
e. increase product trial and provide in-store support for other promotions.
Q:
The objective of institutional advertisements is to __________ rather than promote a specific product or service.
a. generate support for nonprofit organizations
b. increase frequency of purchases of new products
c. tout the competitive advantages of one industry over another
d. build goodwill or an image for an organization
e. promote alternative uses for a product class