Question 1

Which of these is a guideline for marketing and promoting a brand using YouTube?

Accepted Answer

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.F) C) and D)
G) C) and E)

Question 2

Figure 20-3
-According to Figure 20-3 above, which social network has fewer than one billion users but the most frequent usage?

Accepted Answer

A)   LinkedIn
B)   YouTube
C)   Twitter
D)   Facebook
E)   PinterestF) A) and B)
G) C) and D)

Question 3

Twitter can be a good source of information about a brand or product because of its

Accepted Answer

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.F) A) and B)
G) C) and D)

Question 4

Messaging apps such as WhatsApp, Talk, Facebook Messenger, WeChat, and Slack allow consumers to chat with company representatives, ask questions, and obtain personalized recommendations. These messaging options, when combined with Internet bots, are becoming a new form of shopping known as

Accepted Answer

A)   shop chat.
B)   conversational commerce.
C)   social media marketing.
D)   purchase technologies.
E)   connected purchasing.F) None of the above
G) A) and D)

Question 5

In terms of performance measures for social networks, fans are

Accepted Answer

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.F) A) and B)
G) None of the above

Question 6

Body Glove has employed all of these promotional methods except which?

Accepted Answer

A)   billboards near popular outdoor sports locations
B)   sponsoring athletes from the surfing, diving, and wakeboarding communities
C)   print advertisements in Surfer, Wake, Outside, and Vogue magazines
D)   three feature length films, known as the Drop Zone series
E)   a sampling program providing free surfing gear to social media influencersF) C) and E)
G) A) and B)

Question 7

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

Accepted Answer

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/her profile page; adding contact information (telephone, address, and e-mail)  on one's Facebook profile.F) D) and E)
G) C) and E)

Question 8

Media richness is ________ in face-to-face communication than in telephone or e-mail communications.

Accepted Answer

A)   more biased
B)   lower
C)   higher
D)   more technological
E)   less independentF) C) and D)
G) C) and E)

Question 9

In social interactions, 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.

Accepted Answer

A)   decrease
B)   not affect
C)   undermine
D)   manipulate
E)   increaseF) A) and B)
G) D) and E)

Question 10

________ 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.

Accepted Answer

A)   A viral
B)   A social media
C)   An active user
D)   A webrooming
E)   A customerizationF) A) and C)
G) D) and E)

Question 11

The general term for various forms of online media content that are publicly available and created by end users is

Accepted Answer

A)   user-generated content.
B)   wikis.
C)   net platforms.
D)   website pages.
E)   social media.F) C) and D)
G) A) and C)

Question 12

As a performance measure for social networks, the click-through rate is

Accepted Answer

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.F) B) and E)
G) B) and D)

Question 13

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response, provide an example of what the payment terms would be for an advertiser. Also, identify the advantages and disadvantages of each metric.

Accepted Answer

Performance measures for the inputs or c...

Question 14

Which of the following statements about the role of social media for PepsiCo's "Friend Finder" is most accurate?

Accepted Answer

A)   The purpose of the video was to reinvigorate sales of the Diet Pepsi brand.
B)   Advertising the "Friend Finder" video on Facebook made sense since so many people look up old friends on this site.
C)   Pepsi created a series of tweets describing Taylor Swift's attempts to meet a new love interest.
D)   The Pepsi "Friend Finder" YouTube video prompted users to download an app that let them find lost friends at music festivals via drone.
E)   "Friend Finder" was an expensive failure for Pepsi, failing to connect with consumers.F) C) and D)
G) A) and B)

Question 15

The use of social network services and websites by consumers to share their latest purchases, deals, coupons, product reviews, want lists, and other shopping finds with friends and contacts is referred to as

Accepted Answer

A)   social shopping.
B)   showrooming.
C)   viral marketing.
D)   customerization.
E)   influencer marketing.F) A) and D)
G) All of the above

Question 16

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

Accepted Answer

A)   followers.
B)   visitors.
C)   active receivers.
D)   fans.
E)   vloggers.F) C) and D)
G) B) and E)

Question 17

Teenager Carter Wilkerson was awarded free chicken nuggets for a year by Wendy's based on his activity on which of these social networks?

Accepted Answer

A)   YouTube
B)   LinkedIn
C)   Facebook
D)   Twitter
E)   PinterestF) A) and D)
G) B) and D)

Question 18

Body Glove's partnership with Marquee Brands has helped it

Accepted Answer

A)   compete directly with online sites such as Macy's online store.
B)   wage a battle against bullying being faced by young people.
C)   reward its online fans.
D)   expand the brand internationally.
E)   share images of favorite things by women for other women.F) A) and B)
G) All of the above

Question 19

Social media are

Accepted Answer

A)   online hangouts and games.
B)   online media where users submit comments, photos, and videos-often 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.F) B) and C)
G) B) and D)

Question 20

What are social media?Give two examples.

Accepted Answer

Social media represent a unique blending...

Exam 20: Personal Selling and Sales Management

Which of the following statements about the role of social media for PepsiCo's "Friend Finder" is most accurate?

Correct AnswerverifiedShow Answer

________ 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.

Correct AnswerverifiedShow Answer

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response, provide an example of what the payment terms would be for an advertiser. Also, identify the advantages and disadvantages of each metric.

Correct AnswerverifiedPerformance measures for the inputs or c...View AnswerShow Answer

In social interactions, 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.

Correct AnswerverifiedShow Answer

Body Glove's partnership with Marquee Brands has helped it

Correct AnswerverifiedShow Answer

The general term for various forms of online media content that are publicly available and created by end users is

Correct AnswerverifiedShow Answer

What are social media?Give two examples.

Correct AnswerverifiedSocial media represent a unique blending...View AnswerShow Answer

In terms of performance measures for social networks, fans are

Correct AnswerverifiedShow Answer

Social media are

Correct AnswerverifiedShow Answer

Media richness is ________ in face-to-face communication than in telephone or e-mail communications.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

As a performance measure for social networks, the click-through rate is

Correct AnswerverifiedShow Answer

Twitter can be a good source of information about a brand or product because of its

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Body Glove has employed all of these promotional methods except which?

Correct AnswerverifiedShow Answer

The use of social network services and websites by consumers to share their latest purchases, deals, coupons, product reviews, want lists, and other shopping finds with friends and contacts is referred to as

Correct AnswerverifiedShow Answer

Figure 20-3 -According to Figure 20-3 above, which social network has fewer than one billion users but the most frequent usage?

Correct AnswerverifiedShow Answer

Which of these is a guideline for marketing and promoting a brand using YouTube?

Correct AnswerverifiedShow Answer

Messaging apps such as WhatsApp, Talk, Facebook Messenger, WeChat, and Slack allow consumers to chat with company representatives, ask questions, and obtain personalized recommendations. These messaging options, when combined with Internet bots, are becoming a new form of shopping known as

Correct AnswerverifiedShow Answer

Teenager Carter Wilkerson was awarded free chicken nuggets for a year by Wendy's based on his activity on which of these social networks?

Correct AnswerverifiedShow Answer

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Performance measures for the inputs or c...
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Social media represent a unique blending...
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