Question 1

Web 2.0 is a term that describes

Accepted Answer

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) None of the above
F) A) and C)

Question 2

Figure: 20-1 
-Based on the social media identified in Figure 20-1,blogs are

Accepted Answer

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) B) and C)
F) All of the above

Question 3

A business hoping to generate large online sales through posting ads on social networking sites,but only pay when an ad actually generates a sale,should use a performance measure of

Accepted Answer

A)  "cost per action," and pay $50 for every purchase that originated from an ad on the site.
B)  "cost per thousand," and pay $0.50 for every time an ad loads, up to $100 per month.
C)  a "negotiated measure," and pay $100 to post their ad for two weeks.
D)  "cost per click," and pay $0.50 for every visitor who clicks on the ad and goes to their website.E) C) and D)
F) A) and B)

Question 4

Figure: 20-1 
-Based on the social media identified in Figure 20-1,the social media site rated highest in self-disclosure but lowest in media richness is

Accepted Answer

A)  Facebook.
B)  Tumblr.
C)  Wikipedia.
D)  Foursquare.E) All of the above
F) A) and D)

Question 5

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media seek to reach __________.

Accepted Answer

A)  "two-way receivers"
B)  "end receivers"
C)  "active receivers"
D)  "followers"E) B) and D)
F) A) and D)

Question 6

With a limited marketing budget,the AOI team concluded the best way to develop a following was to

Accepted Answer

A)  develop a hypothetical LinkedIn "connection" for each Bitter Girl.
B)  produce a three-minute YouTube video, hoping it would go viral.
C)  utilize its own website and Facebook.
D)  aggressively describe Bitter Girls on Twitter.E) None of the above
F) A) and D)

Question 7

A recent study completed of 4,000 Canadians found that _________ are regular social media users.

Accepted Answer

A)  9/10
B)  7/10
C)  1/2
D)  3/10E) B) and C)
F) A) and D)

Question 8

What is another term that is sometimes used interchangeably with "social media?"

Accepted Answer

A)  net platforms
B)  Web 3.0
C)  user-generated content
D)  user platformsE) A) and C)
F) B) and C)

Question 9

In a recent analysis,what percentage of "tweets" on Twitter was considered "pointless babble?"

Accepted Answer

A)  21%
B)  31%
C)  41%
D)  51%E) A) and C)
F) B) and C)

Question 10

In 2010,T-Mobile ran a holiday TV ad that featured Chuck Norris tailored to consumers in a single country-the Czech Republic.But it crossed country boundaries to reach Polish and Slovakian consumers.This marketing strategy is considered a(n) :

Accepted Answer

A)  single-country
B)  cultural
C)  multidomestic
D)  globalE) A) and C)
F) B) and C)

Question 11

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 __________.

Accepted Answer

A)  self-disclosure; media richness
B)  emotional value; social degree
C)  media richness; self-disclosure
D)  social degree; emotional valueE) A) and C)
F) A) and B)

Question 12

What is one way in which the Internet has changed and brought about the term "Web 2.0?"

Accepted Answer

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

Question 13

A blog is __________,whereas a wiki is __________.

Accepted Answer

A)  a log of an individual's Internet activity; an 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 an 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 usersE) C) and D)
F) All of the above

Question 14

The website that enables users to send and receive messages up to 140 characters long is

Accepted Answer

A)  LinkedIn.
B)  YouTube.
C)  Twitter.
D)  Facebook.E) B) and C)
F) All of the above

Question 15

While YouTube and Vimeo both allow users to upload videos,Vimeo focuses on __________ and YouTube focuses on __________.

Accepted Answer

A)  videos that will appeal to a younger audience; videos that will appeal to a middle-aged audience
B)  videos with artistic content; videos with broad appeal
C)  videos with broad appeal; videos with more artistic content
D)  upcoming movie trailers; amateur stunt videosE) None of the above
F) All of the above

Question 16

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Accepted Answer

A)  global marketing platforms.
B)  convergence systems.
C)  intelligence technologies.
D)  smart systems.E) B) and C)
F) C) and D)

Question 17

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 __________.

Accepted Answer

A)  Internet browser; blog
B)  wiki; blog
C)  blog; wiki
D)  Facebook; TwitterE) B) and C)
F) A) and C)

Question 18

A fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as

Accepted Answer

A)  online measure.
B)  cost per thousand.
C)  negotiated measure.
D)  cost per click.E) A) and B)
F) A) and D)

Question 19

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Accepted Answer

A)  user-generated content.
B)  social value.
C)  self-disclosure.
D)  media richness.E) C) and D)
F) None of the above

Question 20

TB Figure: 1 
-According to TB Figure 1,the source of information most used by college students in 2009 was

Accepted Answer

A)  free samples in a store.
B)  advertising on the television.
C)  advertising in magazines.
D)  word of mouth.E) A) and B)
F) A) and C)

Exam 20: Using Social Media to Connect With Consumers

A fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as

Correct AnswerverifiedShow Answer

Figure: 20-1 -Based on the social media identified in Figure 20-1,the social media site rated highest in self-disclosure but lowest in media richness is

Correct AnswerverifiedShow Answer

Web 2.0 is a term that describes

Correct AnswerverifiedShow Answer

A blog is __________,whereas a wiki is __________.

Correct AnswerverifiedShow Answer

A recent study completed of 4,000 Canadians found that _________ are regular social media users.

Correct AnswerverifiedShow Answer

While YouTube and Vimeo both allow users to upload videos,Vimeo focuses on __________ and YouTube focuses on __________.

Correct AnswerverifiedShow Answer

TB Figure: 1 -According to TB Figure 1,the source of information most used by college students in 2009 was

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What is another term that is sometimes used interchangeably with "social media?"

Correct AnswerverifiedShow Answer

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 __________.

Correct AnswerverifiedShow Answer

A business hoping to generate large online sales through posting ads on social networking sites,but only pay when an ad actually generates a sale,should use a performance measure of

Correct AnswerverifiedShow Answer

The website that enables users to send and receive messages up to 140 characters long is

Correct AnswerverifiedShow Answer

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Correct AnswerverifiedShow Answer

In a recent analysis,what percentage of "tweets" on Twitter was considered "pointless babble?"

Correct AnswerverifiedShow Answer

Figure: 20-1 -Based on the social media identified in Figure 20-1,blogs are

Correct AnswerverifiedShow Answer

What is one way in which the Internet has changed and brought about the term "Web 2.0?"

Correct AnswerverifiedShow Answer

With a limited marketing budget,the AOI team concluded the best way to develop a following was to

Correct AnswerverifiedShow Answer

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Correct AnswerverifiedShow Answer

In 2010,T-Mobile ran a holiday TV ad that featured Chuck Norris tailored to consumers in a single country-the Czech Republic.But it crossed country boundaries to reach Polish and Slovakian consumers.This marketing strategy is considered a(n) :

Correct AnswerverifiedShow Answer

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media seek to reach __________.

Correct AnswerverifiedShow Answer

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 __________.

Correct AnswerverifiedShow Answer

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A blog is ,whereas a wiki is .

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While YouTube and Vimeo both allow users to upload videos,Vimeo focuses on and YouTube focuses on .

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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 .

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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 .

Correct Answer
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