Social media marketing refers to gaining attention and website traffic through social media sites. It involves creating shareable content that spreads from user to user, appearing to come from a trusted source rather than the brand. This allows brands to implement inexpensive marketing campaigns through platforms like Facebook, Twitter, blogs and YouTube. Successful social media marketing requires measuring engagement on these platforms and leveraging different tools together for maximum outreach.
The document discusses social, mobile, and local marketing. It covers topics like the growth of social marketing platforms like Facebook and Twitter, the rise of mobile marketing, and the use of location-based technologies. Several analytics tools are also mentioned that can track user behavior and measure marketing effectiveness across online and mobile channels. Regulations around data collection from children are also summarized.
Social media is not a gadget, it is becoming the most powerful marketing and sales tool and you must leverage it to create value for your business. This study gives you a frame to build and improve your social media strategy, going through case studies and best practices. I would be very happy to read your comments, to answer your questions and, above all, to have your inputs to enhance the interest of this study with a conversational approach. I wish you a good reading, I am looking forward to read you too!
Chief Marketing Officers Guide to Social Media October 2013Emoderation
This guide from eModeration and iStrategy provides a bird’s eye view of social media for CMOs. It examines: what social media can achieve; how consumers behave on social media; resourcing social media; moderating and managing communities online; the pitfalls; and what you can measure in terms of ROI.
This document discusses social media and finding the right social media mix for businesses. It begins by explaining the evolution of the internet and rise of social media. It then discusses opportunities for businesses with social media like brand protection and reaching customers, but also challenges like monitoring conversations and negative feedback. Finally, it dispels common myths about social media and emphasizes the importance of measuring social media effectiveness and integrating it as part of an overall marketing strategy.
This document discusses using social media for business. It begins by defining social media as social networking websites and blogs that allow users to interact and communicate. The growth of social media has led many businesses to create online presences on these platforms to connect with customers. The document then discusses how businesses can use social media for advertising, marketing, customer service, and brand management. Specific strategies covered include targeted advertising, peer recommendations, and using customers as brand ambassadors.
The document discusses the shift from paid (bought) media to owned and earned media for brands. It introduces the concepts of bought, owned, and earned media, with bought being paid advertising, owned being content and platforms controlled by the brand, and earned being user-generated conversations. It argues that brands should allocate more resources to developing owned and earned media through useful content and communities in order to build advocacy. Examples are given of how brands like Best Buy and Starbucks have successfully utilized owned and earned strategies to drive engagement and sales. Developing a long-term digital platform requires investment in content, conversations, and communities to facilitate sharing and discussion.
Social media has evolved rapidly and now plays a prominent role in public relations. The document discusses the rise of social media platforms like blogs, wikis, podcasts and social networks and how they have empowered consumers to generate and share content. It recommends that PR professionals leverage social media monitoring, outreach and distribution tools to optimize their strategies and interact directly with audiences. Social media presents both opportunities to reach people in new ways but also risks if not approached carefully.
Social media marketing refers to gaining attention and website traffic through social media sites. It involves creating shareable content that spreads from user to user, appearing to come from a trusted source rather than the brand. This allows brands to implement inexpensive marketing campaigns through platforms like Facebook, Twitter, blogs and YouTube. Successful social media marketing requires measuring engagement on these platforms and leveraging different tools together for maximum outreach.
The document discusses social, mobile, and local marketing. It covers topics like the growth of social marketing platforms like Facebook and Twitter, the rise of mobile marketing, and the use of location-based technologies. Several analytics tools are also mentioned that can track user behavior and measure marketing effectiveness across online and mobile channels. Regulations around data collection from children are also summarized.
Social media is not a gadget, it is becoming the most powerful marketing and sales tool and you must leverage it to create value for your business. This study gives you a frame to build and improve your social media strategy, going through case studies and best practices. I would be very happy to read your comments, to answer your questions and, above all, to have your inputs to enhance the interest of this study with a conversational approach. I wish you a good reading, I am looking forward to read you too!
Chief Marketing Officers Guide to Social Media October 2013Emoderation
This guide from eModeration and iStrategy provides a bird’s eye view of social media for CMOs. It examines: what social media can achieve; how consumers behave on social media; resourcing social media; moderating and managing communities online; the pitfalls; and what you can measure in terms of ROI.
This document discusses social media and finding the right social media mix for businesses. It begins by explaining the evolution of the internet and rise of social media. It then discusses opportunities for businesses with social media like brand protection and reaching customers, but also challenges like monitoring conversations and negative feedback. Finally, it dispels common myths about social media and emphasizes the importance of measuring social media effectiveness and integrating it as part of an overall marketing strategy.
This document discusses using social media for business. It begins by defining social media as social networking websites and blogs that allow users to interact and communicate. The growth of social media has led many businesses to create online presences on these platforms to connect with customers. The document then discusses how businesses can use social media for advertising, marketing, customer service, and brand management. Specific strategies covered include targeted advertising, peer recommendations, and using customers as brand ambassadors.
The document discusses the shift from paid (bought) media to owned and earned media for brands. It introduces the concepts of bought, owned, and earned media, with bought being paid advertising, owned being content and platforms controlled by the brand, and earned being user-generated conversations. It argues that brands should allocate more resources to developing owned and earned media through useful content and communities in order to build advocacy. Examples are given of how brands like Best Buy and Starbucks have successfully utilized owned and earned strategies to drive engagement and sales. Developing a long-term digital platform requires investment in content, conversations, and communities to facilitate sharing and discussion.
Social media has evolved rapidly and now plays a prominent role in public relations. The document discusses the rise of social media platforms like blogs, wikis, podcasts and social networks and how they have empowered consumers to generate and share content. It recommends that PR professionals leverage social media monitoring, outreach and distribution tools to optimize their strategies and interact directly with audiences. Social media presents both opportunities to reach people in new ways but also risks if not approached carefully.
Social Media Marketing: From The Perspective of MillennialsMichael Okimoto
The document provides a summary of key insights about the top 6 social media platforms: Facebook, YouTube, Instagram, Twitter, Pinterest, and Snapchat. For each platform, it describes the target audience (Who), marketing objectives it excels at (What), optimal content strategy (How), and whether it is a good fit for large vs. small brands (Fit?). The insights are based on a framework analyzing each platform's "Platform Essence" in terms of these factors.
Our major goal is to help you achieve your academic goals. We are commited to helping you get top grades in your academic papers.We desire to help you come up with great essays that meet your lecturer's expectations.Contact us now at http://www.premiumessays.net/
A study by two communications firms examined the social media presence of luxury car brands and found that German automakers like BMW, Porsche and Audi dominate while Japanese and American brands have a limited presence. The study also concluded that while luxury car brands enjoy positive conversations on social media, they have yet to fully capitalize on an integrated social media strategy across multiple platforms like Facebook, Twitter, YouTube and Flickr.
This document provides an executive summary and table of contents for a report on Facebook advertising. It discusses how Facebook advertising has not been widely researched despite Facebook's popularity. The report aims to analyze the business benefits of Facebook advertising and provide solutions for choosing social media channels. It examines Facebook advertising practices, benefits for businesses, and areas for future research. The methodology, theoretical considerations, practical analysis through case studies, and limitations/risks of Facebook advertising are also summarized.
This document summarizes strategies for social media marketing. It begins by defining social media marketing as gaining website traffic or attention through social media sites by creating engaging content that users want to share. It then discusses major social media platforms like Facebook, Twitter, blogs and how they can be used to promote products and businesses. Specific tactics discussed include using multimedia like photos and videos, integrating offline and online advertising, customizing messages for different platforms, focusing on local searches and directories, and running contests and offering discounts to engage communities. The document provides examples of companies successfully using these strategies.
BrandVeda is a digital marketing startup based in Ahmedabad and Gandhinagar, India. It was founded to empower students and corporate professionals with knowledge of digital marketing. The company's faculty provide both theoretical and practical training, drawing from their 15 years of industry experience. In its three years of operation, BrandVeda has educated over 2,000 students and professionals through seminars and workshops. The company aims to develop specialists in digital marketing and prepare them for career success.
Critical investigation of the advantages to using a social media strategy for...Martin Blanquer
Three key points:
1. Social media has changed how brands interact with consumers and influences purchasing decisions. It allows companies like Three Mobile to reach new customers and understand their needs through social interactions.
2. Using social media provides advantages for Three Mobile such as increasing brand visibility and recognition, exploring new customers, optimizing their website traffic and search engine rankings. However, companies must avoid overtly commercial approaches and build trust through transparent engagement.
3. Social media platforms generate large user databases that provide valuable customer insights for targeted marketing. Three Mobile should leverage tools like Facebook's Graph Search to better understand their community and identify prospects. Maintaining an active social media strategy is important for their business success.
Are Social Networks more persuasive than traditional Word-of-MouthSimranDas4
This document is a dissertation report submitted by Simran Das to fulfill the requirements for a Bachelor of Business Administration degree. It examines the topic "Are Social Networks more persuasive than traditional Word-of-Mouth?". The report includes an introduction outlining word-of-mouth marketing and the growth of electronic word-of-mouth through social networks. It also defines key terms like social networking, word-of-mouth communication, and discusses the importance and characteristics of social networks and word-of-mouth. The report appears to be conducting primary research through surveys and interviews to analyze and compare the effectiveness of recommendations through social media versus traditional word-of-mouth channels.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
This document examines the effect of social media marketing on brand loyalty at Budi Luhur University in Jakarta. It finds that offering advantageous campaigns, appearing on various social media platforms, and offering relevant content have a significant positive effect on brand loyalty, while offering popular content and applications do not. The study uses a survey of 325 students to analyze how campaign benefits, content relevance, platform variety, popularity, and applications influence brand loyalty. It finds that social media marketing explains 23.2% of brand loyalty factors at the university.
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
Planbook (No bleeds, good for your portfolios) Bridget Goodwin
The document provides an executive summary and strategic plan for a startup called ShineBIG, which offers a multimedia survey platform. The plan includes research on the target audience and competitors, as well as strategies for improving the company website, strengthening its social media presence, and promoting the brand message of "Share More" to encourage expression. The goal is to increase awareness and usage of the ShineBIG platform among college students and young adults.
Omniture Workbook Measuring Social Media ImpactRalph Paglia
National Geographic tracks social media traffic by categorizing referrers into 7 groups - search, social media, email, etc. Initial results showed search was the largest source at 42%. By honing in on social media, they saw visits from social media sites accounted for 8.4% of total traffic, more than doubling from the prior year. Tracking metrics like engagement showed social media visitors viewed an average of 4.2 pages per visit. National Geographic is able to analyze trends in traffic sources over time using this categorization approach.
How has social media changed the relationship between brand and consumer?guest4ffd81
This document is a dissertation that explores how social media has changed the relationship between brands and consumers. It discusses the rise of social media and its impact on brands' ability to control their messaging. The author analyzes case studies of both successful and unsuccessful brand uses of social media. The dissertation aims to develop guidelines for how brands can best utilize social media.
This document discusses how CPG brands can quantify the value and impact of their social media marketing programs on Facebook. It finds that:
1) Brands can meaningfully extend their Facebook reach through amplification to friends of fans and help drive sales.
2) Exposure to earned media on Facebook can produce measurable lifts in subsequent product purchases.
3) Facebook advertising campaigns have also shown evidence of driving positive lifts in purchase behavior after exposure.
The document advocates treating paid, owned, and earned media on Facebook as an interconnected "virtuous cycle" to maximize marketing impact.
The effect of social media communication on consumer perceptions of brandsJohnRandom
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
Can social media become the final frontier in customer experience management? This research paper was published in Nirma International Conference on Management, 5th Jan 2012. ISBN 93-81361-68-1
This document discusses how brands can use social media for marketing and customer relationship management. It notes that social media allows two-way interaction between brands and customers. The document then provides statistics on popular social media platforms like Twitter, YouTube, Facebook and LinkedIn that demonstrate their growth and influence. It explains why brands use social media to leverage customer evangelism and influence among networks of people. The key is to provide a positive customer experience so that customers will voluntarily spread word of the brand to their own social networks.
Para aquellos que habléis inglés, aquí os podéis bajar el resumen del estudio del USO DE MEDIOS DIGITALES en EEUU para 2013. Sin duda, marcará tendencias para el resto de países, incluido el nuestro.
El documento resume la historia y evolución de la economía petrolera en Venezuela. Explica que Venezuela se convirtió en un país petrolero a principios del siglo XX para satisfacer la demanda mundial de petróleo. A medida que la industria petrolera crecía, la economía venezolana se hizo cada vez más dependiente de los ingresos del petróleo. Recientemente, la caída de los precios mundiales del petróleo ha afectado negativamente a la economía venezolana.
A surd is a square root that cannot be reduced to a rational number, such as √5. While calculators provide approximations of surds, it is better to leave them in radical form for exactness. Indices are a way to express large numbers using exponents, with laws for manipulating expressions that share the same base. The six laws of indices are: 1) any number to the 0 power is 1, 2) negative exponents become reciprocals, 3) multiplying expressions adds the exponents, 4) dividing expressions subtracts the exponents, 5) raising an expression to a power multiplies the exponents, and 6) roots can be expressed with fractional exponents.
Este documento describe los principios básicos de la refrigeración y los diferentes tipos de sistemas y ciclos de refrigeración. Explica que la refrigeración consiste en extraer calor de un objeto para reducir su temperatura y que se puede lograr mediante diferentes métodos como la evaporación de un fluido refrigerante o el uso de hielo. También describe los componentes clave de los sistemas de refrigeración por compresión como el compresor, condensador, válvula de expansión y evaporador, así como diferentes tipos de ciclos como el cic
Social Media Marketing: From The Perspective of MillennialsMichael Okimoto
The document provides a summary of key insights about the top 6 social media platforms: Facebook, YouTube, Instagram, Twitter, Pinterest, and Snapchat. For each platform, it describes the target audience (Who), marketing objectives it excels at (What), optimal content strategy (How), and whether it is a good fit for large vs. small brands (Fit?). The insights are based on a framework analyzing each platform's "Platform Essence" in terms of these factors.
Our major goal is to help you achieve your academic goals. We are commited to helping you get top grades in your academic papers.We desire to help you come up with great essays that meet your lecturer's expectations.Contact us now at http://www.premiumessays.net/
A study by two communications firms examined the social media presence of luxury car brands and found that German automakers like BMW, Porsche and Audi dominate while Japanese and American brands have a limited presence. The study also concluded that while luxury car brands enjoy positive conversations on social media, they have yet to fully capitalize on an integrated social media strategy across multiple platforms like Facebook, Twitter, YouTube and Flickr.
This document provides an executive summary and table of contents for a report on Facebook advertising. It discusses how Facebook advertising has not been widely researched despite Facebook's popularity. The report aims to analyze the business benefits of Facebook advertising and provide solutions for choosing social media channels. It examines Facebook advertising practices, benefits for businesses, and areas for future research. The methodology, theoretical considerations, practical analysis through case studies, and limitations/risks of Facebook advertising are also summarized.
This document summarizes strategies for social media marketing. It begins by defining social media marketing as gaining website traffic or attention through social media sites by creating engaging content that users want to share. It then discusses major social media platforms like Facebook, Twitter, blogs and how they can be used to promote products and businesses. Specific tactics discussed include using multimedia like photos and videos, integrating offline and online advertising, customizing messages for different platforms, focusing on local searches and directories, and running contests and offering discounts to engage communities. The document provides examples of companies successfully using these strategies.
BrandVeda is a digital marketing startup based in Ahmedabad and Gandhinagar, India. It was founded to empower students and corporate professionals with knowledge of digital marketing. The company's faculty provide both theoretical and practical training, drawing from their 15 years of industry experience. In its three years of operation, BrandVeda has educated over 2,000 students and professionals through seminars and workshops. The company aims to develop specialists in digital marketing and prepare them for career success.
Critical investigation of the advantages to using a social media strategy for...Martin Blanquer
Three key points:
1. Social media has changed how brands interact with consumers and influences purchasing decisions. It allows companies like Three Mobile to reach new customers and understand their needs through social interactions.
2. Using social media provides advantages for Three Mobile such as increasing brand visibility and recognition, exploring new customers, optimizing their website traffic and search engine rankings. However, companies must avoid overtly commercial approaches and build trust through transparent engagement.
3. Social media platforms generate large user databases that provide valuable customer insights for targeted marketing. Three Mobile should leverage tools like Facebook's Graph Search to better understand their community and identify prospects. Maintaining an active social media strategy is important for their business success.
Are Social Networks more persuasive than traditional Word-of-MouthSimranDas4
This document is a dissertation report submitted by Simran Das to fulfill the requirements for a Bachelor of Business Administration degree. It examines the topic "Are Social Networks more persuasive than traditional Word-of-Mouth?". The report includes an introduction outlining word-of-mouth marketing and the growth of electronic word-of-mouth through social networks. It also defines key terms like social networking, word-of-mouth communication, and discusses the importance and characteristics of social networks and word-of-mouth. The report appears to be conducting primary research through surveys and interviews to analyze and compare the effectiveness of recommendations through social media versus traditional word-of-mouth channels.
The Effect of Social Media Marketing To Brand Loyalty (Case Study at the Univ...inventionjournals
This document examines the effect of social media marketing on brand loyalty at Budi Luhur University in Jakarta. It finds that offering advantageous campaigns, appearing on various social media platforms, and offering relevant content have a significant positive effect on brand loyalty, while offering popular content and applications do not. The study uses a survey of 325 students to analyze how campaign benefits, content relevance, platform variety, popularity, and applications influence brand loyalty. It finds that social media marketing explains 23.2% of brand loyalty factors at the university.
Comprehensive social media strategy by john bellJohn Bell
We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in
social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best
practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect.
Planbook (No bleeds, good for your portfolios) Bridget Goodwin
The document provides an executive summary and strategic plan for a startup called ShineBIG, which offers a multimedia survey platform. The plan includes research on the target audience and competitors, as well as strategies for improving the company website, strengthening its social media presence, and promoting the brand message of "Share More" to encourage expression. The goal is to increase awareness and usage of the ShineBIG platform among college students and young adults.
Omniture Workbook Measuring Social Media ImpactRalph Paglia
National Geographic tracks social media traffic by categorizing referrers into 7 groups - search, social media, email, etc. Initial results showed search was the largest source at 42%. By honing in on social media, they saw visits from social media sites accounted for 8.4% of total traffic, more than doubling from the prior year. Tracking metrics like engagement showed social media visitors viewed an average of 4.2 pages per visit. National Geographic is able to analyze trends in traffic sources over time using this categorization approach.
How has social media changed the relationship between brand and consumer?guest4ffd81
This document is a dissertation that explores how social media has changed the relationship between brands and consumers. It discusses the rise of social media and its impact on brands' ability to control their messaging. The author analyzes case studies of both successful and unsuccessful brand uses of social media. The dissertation aims to develop guidelines for how brands can best utilize social media.
This document discusses how CPG brands can quantify the value and impact of their social media marketing programs on Facebook. It finds that:
1) Brands can meaningfully extend their Facebook reach through amplification to friends of fans and help drive sales.
2) Exposure to earned media on Facebook can produce measurable lifts in subsequent product purchases.
3) Facebook advertising campaigns have also shown evidence of driving positive lifts in purchase behavior after exposure.
The document advocates treating paid, owned, and earned media on Facebook as an interconnected "virtuous cycle" to maximize marketing impact.
The effect of social media communication on consumer perceptions of brandsJohnRandom
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
Can social media become the final frontier in customer experience management? This research paper was published in Nirma International Conference on Management, 5th Jan 2012. ISBN 93-81361-68-1
This document discusses how brands can use social media for marketing and customer relationship management. It notes that social media allows two-way interaction between brands and customers. The document then provides statistics on popular social media platforms like Twitter, YouTube, Facebook and LinkedIn that demonstrate their growth and influence. It explains why brands use social media to leverage customer evangelism and influence among networks of people. The key is to provide a positive customer experience so that customers will voluntarily spread word of the brand to their own social networks.
Para aquellos que habléis inglés, aquí os podéis bajar el resumen del estudio del USO DE MEDIOS DIGITALES en EEUU para 2013. Sin duda, marcará tendencias para el resto de países, incluido el nuestro.
El documento resume la historia y evolución de la economía petrolera en Venezuela. Explica que Venezuela se convirtió en un país petrolero a principios del siglo XX para satisfacer la demanda mundial de petróleo. A medida que la industria petrolera crecía, la economía venezolana se hizo cada vez más dependiente de los ingresos del petróleo. Recientemente, la caída de los precios mundiales del petróleo ha afectado negativamente a la economía venezolana.
A surd is a square root that cannot be reduced to a rational number, such as √5. While calculators provide approximations of surds, it is better to leave them in radical form for exactness. Indices are a way to express large numbers using exponents, with laws for manipulating expressions that share the same base. The six laws of indices are: 1) any number to the 0 power is 1, 2) negative exponents become reciprocals, 3) multiplying expressions adds the exponents, 4) dividing expressions subtracts the exponents, 5) raising an expression to a power multiplies the exponents, and 6) roots can be expressed with fractional exponents.
Este documento describe los principios básicos de la refrigeración y los diferentes tipos de sistemas y ciclos de refrigeración. Explica que la refrigeración consiste en extraer calor de un objeto para reducir su temperatura y que se puede lograr mediante diferentes métodos como la evaporación de un fluido refrigerante o el uso de hielo. También describe los componentes clave de los sistemas de refrigeración por compresión como el compresor, condensador, válvula de expansión y evaporador, así como diferentes tipos de ciclos como el cic
Swan Huntley -- We could be Beautiful -- Another upcoming Skype InterviewMarie-Hélène Fasquel
This document provides context and an excerpt from Swan Huntley's psychological thriller novel "We Could Be Beautiful". The summary is as follows:
1) The excerpt introduces the main character, Catherine West, a wealthy woman who feels empty despite her material possessions and lifestyle.
2) Catherine meets William Stockton at an art opening, who shares her tastes and background. However, as they get closer, Catherine notices strange signs and her Alzheimer's-suffering mother seems to recall William negatively from the past.
3) In her mother's old diary, Catherine finds a cryptic and worrying letter from a former nanny that reads "We cannot trust anyone...", causing Catherine to question William's past and if
Apresentação para décimo segundo ano de 2016 7, aula 109-110luisprista
O documento contém instruções para trazer materiais para aulas e informações sobre paráfrases de poemas. Pede-se para trazer o manual e uma folha com resultados da Liga dos Campeões. As paráfrases dos poemas estão em "Gaveta de Nuvens".
Apresentação para décimo segundo ano de 2016 7, aula 108-108 rluisprista
O documento discute três tipos de deíticos: espaciais, temporais e pessoais. Fornece exemplos de cada um, incluindo este, agora, teu e nós. Também aborda a polaridade de frases, que pode ser negativa sem o uso do advérbio não, como em "Ninguém veio à festa".
Lecture "Software Anti Design Patterns" in Object Oriented Software Engineering course at Beaconhouse National University Lahore for Spring 2017 Semester by Hafiz Ammar Siddiqui
This document summarizes a panel discussion on naming rights for sports venues and facilities. The panel included experts from Legends Sales & Marketing, Source1Sports, SponsorshipUniverse, and MSP Sports. They discussed topics such as why companies purchase naming rights, what assets are really being acquired, alternatives to naming rights deals, issues that can arise, and how to value naming rights for negotiation purposes. Case studies of specific naming rights deals and venues were also examined.
Exxon Mobil Analysts Meeting 2017 - PresentationOILWIRE
Exxon Mobil Corp is positioned to succeed in any price environment by maximizing the competitive advantages of its integrated businesses and by investing in projects that generate high-value products across the commodity cycle, Chairman and Chief Executive Officer Darren W. Woods said Wednesday. ExxonMobil anticipates capital spending of $22 billion in 2017, an increase of 16 percent from 2016. Capital and exploration expenses through the end of the decade will average $25 billion annually.
This document provides an overview of scientific workflows, including what they are, common elements, and problems they help address. A workflow is a formal way to express a calculation as a series of tasks with dependencies. Workflow tools automate task execution, data management, scheduling, and more. They can help scale applications from a local system to large clusters. An example is provided of how the CyberShake project uses the Pegasus workflow system to automate probabilistic seismic hazard analysis calculations involving hundreds of thousands of tasks and petabytes of data.
The BBFC classifies films in the UK according to age ratings to provide consumers information about a film's content. Films are rated 15 or 18 based on standards for depictions of sex, drugs, discrimination, violence and more. A 15 rating allows a wider audience than 18 but has more restrictions, prohibiting very strong language, sexual content, drugs and violence. Understanding the BBFC guidelines is important for filmmakers to select content that will appeal to audiences while complying with ratings requirements for distribution.
Ten cancer fighting foods that are essential in our daily life. These foods are available and affordable. It only needs slight behavior change so that we try to buy it.
Augmented Reality using Microsoft HololensKishan Kumar
The document summarizes Microsoft HoloLens, the first holographic computer running Windows 10. It allows users to see and interact with holograms overlaid in their real-world environment. HoloLens uses sensors to track eye gaze and gestures as inputs. Holograms are projected onto the user's field of view using two nano projectors located on each side of the head and a see-through visor. Potential uses include remote instruction, 3D design, gaming, navigation, and entertainment. However, HoloLens has limitations such as a small field of view, short battery life, high cost, and risk of accidents if used improperly.
Este documento describe los 5 pasos para realizar una búsqueda en la base de datos PubMed de la biblioteca de ciencias de la salud de la Universidad de Sevilla. Estos pasos incluyen buscar la página web de la biblioteca, acceder a la base de datos PubMed, realizar una búsqueda utilizando palabras clave y operadores lógicos, filtrar los resultados según criterios como idioma y fecha, y seleccionar el artículo más relevante.
This document provides information about purchasing a 3Com 7030-10136 software license from Launch 3 Telecom. It describes the product, payment and shipping options, warranty, and additional services offered by Launch 3 such as repairs, maintenance contracts, equipment de-installation and recycling. Customers can purchase the license by phone, email or by clicking a link to send a request for quote.
This document discusses how organizations use e-commerce, Web 2.0, social networking, and user-generated content. It explores how e-commerce allows businesses to sell directly to consumers or other businesses. Web 2.0 focuses on user collaboration and sharing through applications like social media. Social networks can increase relationships and influence for businesses through platforms like Facebook and Twitter. While these tools provide opportunities, they also present risks like inappropriate content that groups must manage.
Case study 5 chapter 91. 2. Answer the Case Study Questions (f.docxwendolynhalbert
Case study 5 chapter 9
1.
2. Answer the Case Study Questions (found at the end of each case study) in 500-750 words total (not including reference list).
3. Include at least one additional, external reference to sources such as an article or video. Cite the reference(s) in your study.
Your case study will be graded on the following:
Grading: 20 points
Content 80% (how thoroughly and logically you answer the questions, how well you incorporate your reference(s), how well you make arguments and state facts to support your answers).
Spelling/Grammar/Punctuation 20%
Interactive Session: Technology Getting Social with Customers
Businesses of all sizes are finding Facebook, Twitter, and other social media to be powerful tools for engaging customers, amplifying product messages, discovering trends and influencers, building brand awareness, and taking action on customer requests and recommendations. Half of all Twitter users recommend products in their tweets.
About 1.6 billion people use Facebook, and more than 30 million businesses have active brand pages, enabling users to interact with the brand through blogs, comment pages, contests, and offerings on the brand page. The “like” button gives users a chance to share with their social network their feelings about content and other objects they are viewing and websites they are visiting. With like buttons on millions of websites, Facebook can track user behavior on other sites and then sell this information to marketers. Facebook also sells display ads to firms that show up in the right column of users’ home pages and most other pages in the Facebook interface such as photos and apps.
Twitter has developed many new offerings to interest advertisers, like “promoted tweets” and “promoted trends.” These features give advertisers the ability to have their tweets displayed more prominently when Twitter users search for certain keywords. Many big advertisers are using Twitter’s Vine service, which allows users to share short, repeating videos with a mobile-phone app or post them on other platforms such as Facebook.
Lowe’s is using Facebook mobile video and Snapchat image messaging to help first-time millennial home buyers learn home improvement skills. The home improvement retailer launched a new series of social videos in April 2016 to showcase spring cleaning and do-it-yourself projects. Lowe’s believes this is a more immediate and interactive way to reach younger consumers who are increasingly spending time on visual-driven social media platforms.
Lowe’s “FlipSide” videos are short, two-sided live action videos that show simultaneously what can happen if a homeowner doesn’t clean the gutters and air filters or prune overgrown shrubs compared with the results of proper spring cleaning. These videos take advantage of the flip video application in Facebook’s mobile feed that enables users to change the orientation of the video, and the videos link back to the Lowes.comwebsite.
Lowe’s “In-a-Snap” Snapchat ...
166 Case Studies Prove Social Media Marketing ROIRob Petersen
This document provides 66 case studies that demonstrate the ROI of social media marketing. It begins with a dedication and acknowledgements section thanking those who contributed case studies. The body consists of two sections, with the first providing 33 case studies and the second providing another 33 case studies from various industries. These case studies show how social media increased sales, leads, customer engagement, and other metrics for the profiled companies. The document aims to prove to skeptics that social media can generate measurable ROI when implemented strategically.
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A brief description of what social media marketing is all about and how companies can take advantage of social media marketing to engage their customers.
The document discusses the evolution of social media and mobile technology over time, including the rise of smartphones and tablets. It also covers how companies can develop social media strategies involving listening to customers on social platforms, analyzing the data, and creating campaigns to engage customers. Additionally, it provides an overview of different types of social media jobs and their typical salaries.
Beyond Facebook: Leveraging Other Key Channels in Your Social MarketingMichael Stoner
Handout for the session presented by Patrick J. Powers (@patrickjpowers) and Michael Stoner (@mstonerblog) presented at the Symposium for the Marketing of Higher Education in New Orleans, 13 November 2012.
This document proposes enhancing Instagram's advertising services. It begins by providing background on Instagram, including its size, ownership, and role in the social media industry. It then analyzes Instagram's internal environment and external competitors. Opportunities identified include increasing users over 30 and offering improved privacy controls. The document evaluates advantages and disadvantages of advertising on Facebook, YouTube, and TikTok compared to Instagram. It argues Instagram has advantages like clickable links and increased brand awareness through boosted posts and story ads.
This document provides an overview of creating an effective social media strategy. It discusses:
- Listening to the existing social media landscape and conversations around your brand before developing a strategy.
- Analysing your brand, marketing challenges, competitors' activities, and influencers.
- Setting SMART objectives and key performance indicators to measure success.
- Creating an action plan that includes roles, tools, activity frequency, conversation plans, and guidelines.
- Implementing the strategy and regularly reviewing performance against objectives.
Social media has many advantages for businesses but also disadvantages. It allows reaching large audiences, improving connectivity and education, creating organic content, raising brand awareness, and increasing website traffic. However, it also risks negative feedback, embarrassment from missteps, requiring significant time investment, and not seeing immediate results. Additional disadvantages include cyberbullying and hacking risks.
This is my final year project on Social media Marketing for BBA examination under MAKAUT
Disclaimer-
This all facts are collected data from various new sportal and social sites
This document discusses social media marketing techniques such as targeting specific audiences and consumer brand activities. It also covers electronic word-of-mouth marketing. Some limitations of traditional marketing like timing, costs, and customization are outlined. Common fears about social media marketing include the time commitment required and potential negative comments. The document then discusses IBM's successful approach to social media marketing and the scope for social media marketing in India, noting many companies in India are adopting these strategies.
Social media marketing techniques include targeting specific audiences based on their interests, monitoring consumers' online brand-related activities, and facilitating electronic word-of-mouth. Traditional marketing has limitations around timing, costs, customization, and pricing options. Some concerns about social media marketing include the time required, implications of incorrect information, and potential negative consumer comments. However, companies like IBM have successfully used strategic social media marketing approaches to boost sales and customer loyalty. Social media marketing shows promise in India's developing economy, with 71 million internet users and many companies and celebrities already utilizing platforms like Twitter and Facebook. [/SUMMARY]
Social Media Advertising presented by www.SocialMediopolis.comMichael Crosson
This presentation was created for a group of international executives attending the Copenhagen Business School during seminars in San Francisco, Oct. 2009. It is focused on helping them understand the general social media advertising landscape and is not intended to be comprehensive or in-depth due to time limitations. Several reference slides included were taken from other presentations and credited at the end.
Social media marketing _ The Future of MarketingAmiral27
This document discusses the importance and strategies of social media marketing. It argues that companies should hire a social media manager to build trust and engage customers online through various social media platforms like Facebook, YouTube, and Twitter. The objectives of social media marketing are to get quick feedback on products from online communities, engage customers, and disseminate product information through social sharing to decrease overall marketing budgets. It also provides tips on how to measure social media effectiveness and participation.
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Question 1 What did Toyota do to reach World of Warcraft's U.S. game players?
Question 2 __________ refers to any marketing activity conducted though Internet networks to which
consumer are continuously connected using a personal mobile device.
Question 3 As a performance measure, share of voice is
Question 4 Figure 161 Based on the social media identified in Figure 161 above, the social media
site rated HIGHEST in selfdisclosure is
Question 5 Social networks can be classified based on (1) __________ and (2) __________.
Question 6 The __________ measure most closely ties the cost of the social media ad to the sales
revenues the ad generates.
Question 7 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
Question 8 If you wanted to generate brand buzz for an upcoming product using Twitter, what is
the best way to implement Twitter?
Question 9 In terms of performance measures, fans are
Question 10 An example of the ideal performance measure for social media advertising is one that
__________.
Question 11 Which of the following the results of the convergence of the real and digital worlds is
most accurate?
Question 12 StuffDOT is a
Question 13 Within the context of social media, an "evangelist" is an online user who
Question 14 The performance measure of average page views per visitor is the number of
2. Question 15 All of the following are tips experts recommend to student job seekers using LinkedIn
EXCEPT:
Question 16 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.
Question 17 In classifying social media, the degree of acoustic, visual, and personal contact between
two communication partners is referred to as
Question 18 Social networks are
Question 19 Online content that is published on a publicly accessible website or social networking
site is a criterion of
Question 20 As the content of a blog or messages posted on social media sites move from
impersonal to highly personal, the level of selfdisclosure __________.
Question 21 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:
Question 22 Blogs and wikis differ in that a blog is a diary that shows a __________, while a wiki
shows the end result as a __________.
Question 23 Online content created by an individual outside of a professional organization without
a commercial market in mind is a criterion of
Question 24 Which of the following firms sponsored the LeBronJames.com HalfCourt Hero
promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?
Question 25 Which of the following is the best marketing strategy for promoting Betty Crocker
products using social media?
Question 26 Marketers are increasingly using social media to reach collegeage students in the U.S.
because
Question 27 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 __________.
Question 28 Apps are
Question 29 Users or members to social networking websites are
3. Question 30 A single social media site with millions of users interacting with each other, like
Facebook, Twitter, LinkedIn, and YouTube, is referred to as a(n)
Question 1
A recent study found that "Likes" or "Followers" to a brand's Facebook Page is worth _______ in terms
of product spending, brand loyalty, and ‘propensity to recommend' the site to others.
Question 2
__________ is a content sharing network where members affix images, videos, and more to "boards" they
create, which are categorized into different themes.
Question 3
Users or members to social networking websites are
Question 4
In what way are traditional and social media similar?
Question 5
A single social media site with millions of users interacting with each other, like Facebook, Twitter,
LinkedIn, and YouTube, is referred to as a(n)
Question 6
To generate traffic to a Facebook Page for a brand, what is another mode of advertising on Facebook?
Question 7
Apps are
Question 8
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.
Question 9
StuffDOT is a
Question 10
4. Figure 16‑3
Figure 16‑3 above shows the __________ web page for StuffDOT and the data available for marketers to
assess its performance and understand its users.
Question 11
Through a network of businesspeople known as __________, members of LinkedIn gain an introduction
to someone they wish to know through a mutual, trusted contact.
Question 12
A Facebook Page, such as the one for StuffDOT, contains all of the following elements that are of
interest to brand managers EXCEPT:
Question 13
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
Question 14
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 the
Question 15
What is the primary purpose of LinkedIn?
Question 16
Which of the following is the best marketing strategy for promoting Betty Crocker products using
social media?
Question 17
5. Figure 16‑1
Based on the social media identified in Figure 16‑1 above, the social media site rated LOWEST in
media richness is
Question 18
The percentage of recipients who have clicked on a link on the Page to visit a specific site is the
Question 19
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
Question 20
An example of a smart system is(are)
Question 21
Figure 16‑1
Based on the social media identified in Figure 16‑1 above, the social media site rated
HIGHEST in self‑disclosure is
Question 22
6. A feature‑rich, micro‑blogging platform that allows users to share text, photos, music, links, videos,
and more is
Question 23
What is one way in which Web 2.0 media are different from traditional media?
Question 24
When Kimmy Summers 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
Question 25
The social media website open to anyone age 13 and over where users may create a personal profile,
add other users as friends, and exchange comments, photos, videos, and likes with them, is known as
Question 26
Cost per action refers to
Question 27
Cost per thousand (CPM) is a measure in which
Question 28
Computer‑based networks that trigger actions by sensing changes in the real or digital world are
known as
Question 29
A blog is __________, whereas a wiki is __________.
Question 30
Figure 16‑5
According 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:
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.
7. d. ads in their campus newspapers.
e. social media.
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.
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.
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.
According to Figure 19-1 above, the source of information most used by college students
in 2009 was
a. free samples in a store.
b. advertising on the television.
8. c. advertising in magazines.
d. advertising on the Internet.
e. word of mouth.
According to Figure 19-1 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.
According to Figure 19-1 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
According to Figure 19-1 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
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
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
Web 2.0 is a term that describes
a. the increased functionality of the World Wide Web that increased the interactivi ty
among users.
b. a technical update of the World Wide Web.
9. c. the first Internet browser.
d. the decreased degree of interactivity among users.
e. the final published form of web content.
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.
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.
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.
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.”
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.
10. 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
“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
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.
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.”
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.
11. e. website whose content is created and edited by the ongoing collaboration of end users.
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
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
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
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.”
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.”
12. e. the various forms of online media content that are publicly available and created by
end users.
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.
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.
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.
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.
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.
Online content created by an individual outside of a professional organization without a
commercial market in mind is a criterion of
a. online advertisements.
13. b. user generated content (UGC).
c. blogs.
d. wikis.
e. YouTube.
Social media are
a. online games.
b. online media where users submit news, 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.
Online media where users submit news, photos, and videos—often accompanied by a
feedback process to identify “popular” topics—are referred to as
a. gaming websites.
b. Facebook.
c. electronic media.
d. social media.
e. feedback media.
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.
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.
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.
In classifying social media, the degree of acoustic, visual, and personal contact between two
communication partners is referred to as
14. a. user generated content.
b. social value.
c. self-disclosure.
d. media richness.
e. emotive content.
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.
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.
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.
Media richness is __________ in face-to-face communication than telephone or e-mail
communications.
a. equal
b. lower
c. higher
15. d. more updated
e. less updated
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.
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
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
Based on the social media identified in Figure 19-2 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
16. the chart?
a. upper left
b. upper right
c. lower center
d. lower right
e. lower left
Based on the social media identified in Figure 19-2 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.
Based on the social media identified in Figure 19-2 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.
Based on the social media identified in Figure 19-2 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.
Based on the social media identified in Figure 19-2 above, Wikipedia has a __________ degree
of self-disclosure.
a. high
b. medium
c. low
d. average
e. nonexistent
Based on the social media identified in Figure 19-2 above, Second Life has a __________
degree of self-disclosure than Call of Duty.
a. higher
b. lower
c. equal
d. more unique
17. e. more elaborate
Based on the social media identified in Figure 19-2 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.
Based on the social media identified in Figure 19-2 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.
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.
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”
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.
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.
18. 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.
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
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.
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”
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.
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
19. 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.
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.
Which of the following statements is true about Facebook?
a. Facebook is second to Twitter in the number of registered users.
b. Facebook has remained a “closed system,” which means outside search engines such as
Google or Bing cannot catalog information about a particular brand or topic.
c. Facebook is the social media website where users upload more videos to its site than
any other site.
d. Facebook’s official smartphone app uses location-based technology so users can “check-
in” to local businesses to receive targeted promotional offers.
e. Facebook is a social media website with the primary purpose of enabling users to
network and connect with others in their profession.
Which of the following statements about Facebook is MOST accurate?
a. Facebook is the third most-used social network.
b. Facebook has a global presence and is accessible in over 70 languages.
c. Facebook has almost 80 million active users.
d. Facebook lets people keep in touch through long text-entries similar to e-mail.
e. Facebook is just as successful as Twitter.
In its early years, Facebook was a “closed” system, which meant that Facebook
a. prevented outside search engines from cataloguing and reporting mentions of a brand.
b. put a limit on the number of countries in which Facebook could be accessed, such as
China.
c. had a policy to prevent collaboration with other sites such as MySpace.
d. restricted brands from creating awareness through an individual Facebook Page.
e. allowed users to have strict control over who shared their photos.
20. If Facebook was a “closed” system of private and personal profiles, how could brand
managers use Facebook in their advertising strategy?
a. Facebook allowed companies’ ads to show up in pop-up windows throughout the site.
b. Facebook charged companies to create a Facebook Page for their brands.
c. Facebook staff developed ads for companies who wanted to advertise on Facebook.
d. Facebook charged companies when their brand was mentioned in a user’s profile.
e. Facebook allowed brand managers to promote their business on Facebook separate
from their private and personal profiles.
Aside from an individual Facebook Page for a brand, what is the other mode of advertising
on Facebook?
a. Messages are sent to the “inbox” on a user’s profile page.
b. Pop-up ads appear after a user logs in.
c. Ads appear on the right-hand side of a user’s profile page.
d. They are integrated into the “newsfeed” on a Facebook user’s home page.
e. Facebook does not allow for any other forms of advertising.
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
a. updating content regularly to keep it fresh.
b. using familiar imagery and messaging, but adding a twist.
c. engaging users and letting them guide site content.
d. leveraging existing media assets for the brand.
e. all of the above.
What is a reason users have “unliked” a brand’s Facebook Page?
a. The brand ceases to be popular and users move on to a new brand’s Facebook Page.
b. The brand posts too frequently on trivial or controversial topics.
c. Users tire of not being able to contribute to the conversation.
d. Users want to protest the presence of advertisements on Facebook.
e. The Page isn’t updated and users lose interest.
Facebook came under fire in December 2009 when it made significant changes to the
privacy settings of users. These changes to privacy settings resulted in
a. releasing user’s personal information, such as name, picture, gender, and a list of friends,
“by default.”
b. wall posts being lost.
c. friends being lost.
d. additional privacy and security for its users who provided a detailed Facebook Page,
sent automatically to the company.
e. products being “unliked.”
The requirement that users “opt-out” of changes to Facebook’s privacy settings was
considered unethical because
21. a. “by default” privacy settings would not be changed.
b. all Facebook users want automatic updates to new features such as facial recognition.
c. Facebook was providing additional privacy and security for its users.
d. “by default” privacy settings would be changed.
e. the new privacy settings made it harder for brand managers to find “evangelist”
consumers of their products.
Facebook consistently addresses issues related to user privacy because users post personal
information to their Facebook accounts and
a. have a right to know if Facebook changes the way their personal information is released.
b. use search engines such as Google and Bing.
c. make them “opt-out” of privacy setting changes.
d. “by default” have their privacy settings changed by Facebook employees.
e. not object if their personal information is made public without their permission.
In thinking about starting an ad campaign on Facebook, the brand manager considers
a. that each user who visits a Facebook Page will see the same advertisement.
b. whether the ad has a balance of text, audio, and video when it is placed on users’
Facebook Pages.
c. letting users specify ad positioning and placement on the Facebook Page.
d. tracking new sales produced by the ad by linking it to a coupon code, product, or
promotional offer.
e. that advertising on Facebook Pages is free and is an economical advertising strategy.
To create a successful advertising campaign on Facebook, a good strategy a brand manager
can use is to
a. create ads that will appear in a specified, strategic position on every page when users
log into their profiles.
b. create and send an e-mail message to every registered Facebook user.
c. create video ads with a funny, engaging, character spokesperson for the brand that will
capture users’ attention and “go viral.”
d. create ads that incorporate controversial topics like religion and politics to get Facebook
users to “like” their Page.
e. create a Facebook profile for every employee to show Facebook users the
professionalism and dedication of the marketing team.
Twitter 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 short 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.
22. d. a video-sharing website in which users can upload, distribute, view, and comment on
videos.
e. a website enables online customers to use their collective buying power to take
advantage of deeply discounted prices for a product or service each day.
The website that enables users to send and receive messages up to 140 characters long is
a. LinkedIn.
b. YouTube.
c. Twitter.
d. Facebook.
e. Friendster.
In a recent analysis, what percentage of “tweets” on Twitter was considered “pointless
babble?”
a. 3%
b. 6%
c. 9%
d. 38%
e. 41%
In assessing the value of tweets, Twitter users considered the majority of tweets to be
a. news.
b. self-promotion.
c. conversational.
d. pointless babble.
e. spam.
A downfall to Twitter is that users can feel __________, as they need to check messages at
odd hours, and have higher mobile phone bills.
a. “too connected”
b. “their privacy has been ‘violated’”
c. “addicted” to Twitter
d. “easily bored” by the repetitive messages
e. they’ve experienced a “lifestyle change”
Brand managers can use Twitter strategically to
a. respond to user criticisms to develop happier customers.
b. generate brand buzz by developing an official Twitter profile.
c. tweet on topics that provide information of value to their customers.
d. follow Twitter profiles that mention their products.
e. all of the above.
Brand managers find out what people are saying about their brand on Twitter by
a. having employees perform spot-checks on posts.
b. creating their own Twitter account and seeing what “followers” say on Facebook.
23. c. using keyword search monitoring from services such as CoTweet or HootSuite.
d. recognizing that posts are too brief to allow for a substantive mention of their brand.
e. employing outside search services such as Google and Bing.
When promoting its new Fiesta subcompact, Ford’s “Fiesta movement” on Twitter received
__________ tweets.
a. 100,000
b. 400,000
c. 1 million
d. 4 million
e. 10 million
As a consultant to a brand manager, which social media marketing strategy would you
recommend to your client to build the customer base?
a. Hire celebrities to tweet about using their product.
b. Run concurrent specials on multiple social media platforms such as Facebook and Twitter.
c. Use tweets to drive traffic to the brand’s website.
d. All of the above.
e. None of the above.
If you wanted to generate brand buzz for an upcoming product using Twitter, what is th e
best way to implement Twitter?
a. Monitor other Twitter accounts for negative mentions of your brand.
b. Defend your brand aggressively on your Twitter account for happier customers.
c. Create an account and generate followers through posting photos of the new product.
d. Create an account and tweet several times a day for a few weeks before releasing the
product.
e. Post on current events, such as an upcoming political election, to be interesting and
unexpected.
LinkedIn 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 short 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 enables online customers to use their collective buying power to take
advantage of deeply discounted prices for a product or service each day.
Through a network of businesspeople known as __________, members of LinkedIn gain an
introduction to someone they wish to know through a mutual, trusted contact.
24. a. “followers”
b. “colleagues”
c. “contacts”
d. “connections”
e. “friends”
The business-oriented website that lets users post their profiles and connect to a network
for business people is
a. LinkedIn.
b. YouTube.
c. Twitter.
d. Facebook.
e. Friendster.
The social network primarily used for professional networking and job searching is
a. Twitter.
b. LinkedIn.
c. Facebook.
d. YouTube.
e. Farmville.
What is the primary purpose of LinkedIn?
a. LinkedIn keeps track of business trends and news updates.
b. LinkedIn provides a way to integrate all of one’s social networks into one comprehensive
news feed.
c. LinkedIn provides a forum for discussion about the difficulties and stresses of the job
market.
d. LinkedIn provides a forum to create a conversation between large companies and th eir
employees.
e. LinkedIn is a platform for professional networking and job searching.
Brand managers can strategically use LinkedIn to
a. find sales leads.
b. organize focus groups.
c. network with industry-related groups.
d. none of the above.
e. all of the above.
If a brand manager wanted to use LinkedIn to promote his or her brand, the best way would
be to
a. monitor profiles for negative mentions of their brand.
b. create a profile for their brand.
c. use profiles of company employees for business-to-business image building.
d. try to accumulate online “followers” for the business.
25. e. buy ad space on the LinkedIn website.
YouTube 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 short 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 enables online customers to use their collective buying power to take
advantage of deeply discounted prices for a product or service each day.
All of the following statements about YouTube are true EXCEPT:
a. registered users can upload an unlimited number of videos.
b. every minute, 48 hours of video is uploaded to the site.
c. seventy percent of the video traffic comes from outside the U.S.
d. unregistered users can watch videos but cannot upload them.
e. most of the content is uploaded by companies like CBS, 3M, and Home Depot.
The social network that is used solely for sharing videos is
a. Google.
b. Facebook.
c. YouTube.
d. Twitter.
e. LinkedIn.
If a brand manager wants to explain the benefits of using a complex product to consumers,
the best social network to use is
a. YouTube.
b. LinkedIn.
c. Facebook.
d. Twitter.
e. Google Chrome.
The three guidelines on marketing and promoting a brand using YouTube include: (1) create
a channel rich in key words to improve the odds of the video showing up in user searches;
(2) target viewers by using YouTube’s insights and analytics research to reveal the number
of views, where they originate within YouTube, and what key words are driving user visits;
and (3) __________.
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. remember that money matters—cost is a factor
26. d. include humorous content to attract as many viewers as possible
e. limit the video to one minute or less, the same as a TV or radio ad time limit
If a brand manager for Honda creates an offbeat and funny video featuring its latest model,
the best social networking site to publish the video for marketing purposes would be
__________.
a. Facebook
b. LinkedIn
c. Twitter
d. YouTube
e. the Honda website
YouTube would be an excellent social network to advertise all of the following products
EXCEPT:
a. power tools.
b. financial services.
c. cars.
d. men’s cologne.
e. blenders.
A popular social network used by college students to find and share the best content on
the Web is
a. Tumblr.
b. Flickr.
c. Vimeo.
d. Hi5.
e. StumbleUpon.
Traditional media use one-way communication to advertise their products. The consumers
are therefore referred to as __________.
a. one-way consumers
b. passive receivers
c. end-receivers
d. traditional consumers
e. traditional receivers
Social media advertising is helpful to brand managers because consumers are __________.
a. end users who buy products online.
b. end receivers who buy products online.
c. traditional consumers who buy products in retail stores.
d. active receivers who send UGC to both friends and advertisers.
e. traditional receivers who buy products online.
Social media deliberately seek to ensure that the message does not end with an individual
receiver. Social media seek to reach __________.
27. a. “two-way receivers”
b. “end receivers”
c. “active receivers”
d. “followers”
e. “connections”
An “active receiver” who is “delighted” with the brand advertised and sends messages to
his or her online friends about the brand is referred to as a(n) __________.
a. “expert”
b. “follower”
c. “end-receiver”
d. “traditional consumer”
e. “evangelist”
Within the context of social media, an “evangelist” is an online user who
a. is “delighted” about the brand advertised and sends messages to his or her online
friends and then back to the advertiser about the joys of using the brand.
b. tries to promote an anti-consumerist agenda to other online users, hindering the
effectiveness of online advertisements.
c. is paid by the advertisers to promote the brand’s positive qualities by sending messages
to his or her online friends.
d. is indifferent to advertisements on social media networks.
e. develops his or her own Facebook, Twitter, and/or YouTube following, and therefore,
should be contacted by advertisers about his or her website.
Marketers can use one of two strategies: the first strategy uses Groupon and Living Social
Deals, and the second strategy uses ads in newspapers, magazines, and on TV. The
difference between these two types of marketing strategies is that the first one targets
consumers who are __________ and the second one targets consumers who are __________.
a. “passive receivers”; “active receivers”
b. an older demographic; a younger demographic
c. wealthy; disadvantaged
d. “active receivers”; “passive receivers”
e. disadvantaged; wealthy
In using social media a brand manager tries to select and use one or more social networks
from the hundreds that exist. This often entails assessing (1) the number of daily visitors
to the website, (2) __________, and (3) the focus of the website
a. the availability of social network to run apps
b. the ability of the site to be measured in terms of its sales, profitability, distribution
density, and other performance metrics
c. the characteristics of these visitors
d. the ability of the social network to pull controversial content
28. e. the site’s ability to present the results of key word searches to improve the odds of a
firm’s products showing up in user searches
According to Figure 19-5 above, Facebook had slightly over __________ unique U.S. visitors
per day by September 2011.
a. 20 million
b. 30 million
c. 70 million
d. 150 million
e. 800 million
According to Figure 19-5 above, which social network was closest to Facebook terms of
unique U.S. visitors per month as of September 2011?
a. LinkedIn
b. YouTube
c. Twitter
d. Angry Birds
e. Plants vs. Zombies
According to Figure 19-5 above, the correct rank order of social network sites from most to
least popular as measured by the number of unique U.S. visitors as of September 2011 is
a. Facebook, LinkedIn, YouTube, and Twitter.
b. Facebook, Twitter, YouTube, and LinkedIn.
c. Facebook, YouTube, Twitter, and LinkedIn.
d. Facebook, YouTube, LinkedIn, and Twitter.
e. Twitter, Facebook, YouTube, and LinkedIn.
According to Figure 19-5 above, the correct rank order of social media sites from least to
most popular as measured by the number of unique U.S. visitors as of September 2011 is
a. LinkedIn, Twitter, YouTube, and Facebook.
b. Facebook, LinkedIn, YouTube, and Twitter.
29. c. YouTube, LinkedIn, Twitter, and Facebook.
d. Facebook, Vimeo, YouTube, and Twitter.
e. Twitter, Facebook, YouTube, and LinkedIn.
Using the information provided in Figure 19-6 above, what is the MOST LIKELY profile of a
Facebook visitor in late 2011?
a. a male, under 25 years old, earning less than $25, 000, with at most a high school
diploma
b. a female, 55 + years old, earning $25,000 to $49,999 with at least a college degree
c. a female, 45 to 54 years old, earning $25, 000 to $74,999, with some college education
d. a male, 18 to 34 years old, earning $25,000 to $9,999, with a bachelors degree
e. cannot be determined from the information provided
One of the advantages of social media is that communities can form around ideas, interests,
and commonalities regardless of the physical location of their members. The best way to
use this advantage to market a product is to
a. identify the niche audience of consumers to target and choose the appropriate social
network to reach this audience.
b. use Facebook to reach the niche audience of consumers because it is the largest, most
popular social network.
c. use Twitter to create a buzz in the niche audience of consumers to target and get them
“tweeting.”
d. identify consumers in the niche audience who are “passive receivers.”
e. create a YouTube video because it is the highest in “media richness” and will capture
the attention of the niche audience.
While YouTube and Vimeo both allow users to upload videos, Vimeo focuses on __________
and YouTube focuses on __________.
a. videos that will appeal to a younger audience; videos that will appeal to a middle-aged
audience
30. 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 videos
e. videos that will generate a profit; videos that will build social awareness
The brand manager of Nikon’s newest camera product has decided create a video for an
advertising campaign to be presented to a narrow, sophistical target market on one of the
social networks. The best social network to reach his target audience of professional
photographers is
a. YouTube.
b. LinkedIn
c. Facebook.
d. Vimeo.
e. Instagram.
How does Facebook generate its sales revenue from ads?
a. Facebook allows companies’ ads to show up in pop-up windows throughout the site.
b. Facebook charges companies to create a Facebook Page for their brands.
c. Facebook charges for ads to appear along the right-hand section of a Facebook
webpage.
d. Facebook staff members create ads for companies who want to advertise on Facebook.
e. Facebook charges companies every time their brand is mentioned in a user’s profile.
What is a main difference between advertising in traditional print media and advertising on
Facebook?
a. Brand managers compose the title, the copy, and the images or photos of the ad.
b. Demographics are not taken into account when placing ads on Facebook.
c. Brand managers do not keep an expense budget for Facebook ads.
d. Brand managers cannot control the content of their Facebook ads—the advertising
agency does.
e. Brand managers do not select the placement of where the ads are seen on Facebook.
What is the challenge presented to brand managers by social media advertising?
a. Brand managers need to convince social networks to post their ads free of charge.
b. Brand managers need to connect the cost of new social network promotions to the
sales they generate.
c. Brand managers need to create “universally appealing” ads as they cannot target specific
demographics on social networks.
d. Brand managers need to estimate how many users have clicked on their ads, leading to
difficulties in assessing an ad’s effectiveness.
e. Brand managers need to deal with having only a limited selection of social networking
platforms to advertise on.
An example of a performance measure linked to inputs or costs in social media advertising
31. is
a. Facebook allows companies’ ads to show up in pop-up windows throughout the site.
b. Facebook charges companies to create a Facebook Page for their brands.
c. Facebook staff members create ads for companies who want to advertise on Facebook.
d. Facebook charges for ads to appear along the right-hand section of a Facebook
webpage.
e. Facebook charges companies every time their brand is mentioned in a user’s profile.
Performance measures for social media are divided into these two types: __________ and
__________.
a. number of photos uploaded; number of characters types (comments, tweets, etc.)
b. purchases made online; purchases made in a store as a result of a link from a social
media website
c. traditional media costs; social media costs
d. number of views of a YouTube video; a viral video on Vimeo
e. those linked to inputs or costs; those tied to the outputs or revenues
A fixed amount paid to a site for posting an ad for a finite amount of time is referred to as
a. cost per thousand (CPM).
b. cost per click (CPC).
c. cost per action (CPA).
d. negotiated (cost).
e. commission (cost).
Negotiated (cost) is a measure in which
a. a fixed amount of money paid to the site for every visitor who clicks on this ad and
goes from the website to the advertiser’s site.
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 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 a visitor gets for clicking on the ad.
Cost per thousand is a measure in which
a. 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 goes
from the website to the advertiser’s site.
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 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.
A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it
32. is referred to as
a. negotiated cost.
b. cost per thousand.
c. cost per action.
d. cost per click.
e. fixed cost.
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
a. online measure.
b. cost per thousand.
c. negotiated measure.
d. cost per action.
e. cost per click.
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 goes
from the website to the advertiser’s site.
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.
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. set rate; fixed amount
b. cost per click; cost per thousand
c. fixed amount; set rate
d. cost per thousand; cost per click
e. traditional cost; standard cost
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 $10,000
b. a company that pays pennies for every time its ad loads on a Facebook page, up to
$10,000; 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 and
goes to its website; a company that pays pennies for every time its ad loads on a
33. Facebook page, up to $10,000
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
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.
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. negotiated measure.
d. cost per view.
e. cost per action.
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
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. “cost per liker,” and pay $1.00 for every visitor who likes the advertised product.
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. lookers.
d. fans.
e. likers.
In terms of performance measures, fans are
a. the total number of unique visitors to a Facebook Page in a given time period.
34. 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.
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.
The number of times a Facebook Page is loaded in a given time period is referred to as
a. page views.
b. page rate.
c. page load rate.
d. load rate.
e. view rate.
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
In terms of performance measures important to marketing managers, unique visitors are
a. 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.
The number of Page views divided by visitors in a given time period is referred to as
a. daily page views.
b. the average page views per visitor.
35. c. website visitors per day.
d. the website view rate.
e. the interaction rate.
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.
The total number of people who interact with a Post (for example, “like” or make a comment)
divided by the total number of people seeing the Post is the
a. fan rate.
b. liker rate.
c. reader rate.
d. active receiver rate.
e. interaction rate.
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 interact 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.
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 of the product.
e. the total number of people who have purchased the product online divided by the
number of people viewing the Page.
The percentage of recipients who have clicked on a link on the Page to visit a specific site
is the
a. fan percentage.
b. click-through rate.
36. c. specific-website rate.
d. recipient rate.
e. website link rate.
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
a. friendster.
b. friend visitor.
c. fan source.
d. fan base.
e. friend source.
A fan source is
a. 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. the source of 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.
Performance measures for output and revenues 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.
The issue between Nestlé and Greenpeace over Nestlé’s Kit Kat candy bar was that
a. the palm oil Nestlé was using in the candy bar was nonsustainable.
b. Greenpeace praised Nestlé Corporation’s sense of social responsibility and commitment
to global sustainability.
c. Greenpeace decided to use Twitter to start a conversation among environmentalists
urging them to buy Nestlé’s Kit Kat candy bars.
d. the palm oil Nestlé was using in the candy bar contained synthetic preservatives.
e. the palm oil Nestlé was using in the candy bar was sustainable.
Nestlé received a lot of bad press and negative customer feedback during Greenpeace’s
campaign because of Nestlé’s __________ comments made on its Facebook Page.
a. unresponsive and silent
b. dogmatic and preachy
c. transparent and honest
d. bitter and petulant
e. uninformed and oblivious
37. The Greenpeace campaign against Nestlé using social media was effective because
a. Greenpeace quickly agreed that Nestlé appeared to be acting in a socially responsible
manner with a commitment to global sustainability.
b. by using social media instead of traditional media, Greenpeace was saving trees.
c. Greenpeace effectively used a variety of media, both traditional and social, for its “shock
campaign.”
d. the attention Greenpeace garnered helped to promote the sales of Nestlé’s Kit Kat
candy bars.
e. Nestlé immediately apologized and pledged to end its use of nonsustainable palm oil.
How did Greenpeace use social media to leverage “crowd power” to get Nestlé to capitulate
to its demands?
a. Greenpeace hacked into Nestlé’s website.
b. Greenpeace posted a provocative video on YouTube, then later on Vimeo.
c. Greenpeace swarmed Nestlé’s Facebook Page with comments.
d. Greenpeace protested Nestlé’s policies on a television talk show.
e. Greenpeace got experts to testify against Nestlé’s environmentally unsound actions.
What is the best way a brand manager might deal with “key influencers” during a social
media attack on a brand?
a. Respond with aggression to get them to back down.
b. Ignore them and they will stop commenting.
c. Undermine their credibility by emphasizing the fact that they are not “experts.”
d. Communicate directly and honestly.
e. Accept whatever solution they offer, as they will not cooperate any other way.
Which of the following responses does the textbook recommend a brand manager take
during a social media attack on a brand?
a. Respond immediately respond to the attack with aggression to get the attackers to back
down.
b. Ignore your detractors so they will stop commenting.
c. Communicate your solution through multiple social media platforms.
d. Use only traditional media to reach the target audience because the issues can be
explored in greater detail that way.
e. Accept whatever solution the attackers offer, as quickly as possible.
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 to protest 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.
38. e. programs that provide measures of an ad’s success on social networking sites.
Computer-based networks that trigger actions by sensing changes in the real or digital
world are known as
a. global marketing platforms.
b. convergence systems.
c. intelligence technologies.
d. smart systems.
e. social networking sites.
An example of a smart system is(are)
a. social networking sites at colleges and universities.
b. location-based app downloaded to a GPS-enabled smartphone.
c. global marketing strategies that leverage advertising assets to multiple countries.
d. convergence systems.
e. online retailers.
Smart systems are called “smart” because
a. a user needs to be intelligent to use them efficiently and effectively.
b. users are primarily located at colleges and universities.
c. in this case “smart” means fashionable or cool.
d. users have to be smart to excel at playing games such as Angry Birds on smartphones.
e. they use various sensing features to facilitate more dynamic interactions with consumers.
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 unlimited 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).
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 to form protests on social
networking sites.
If a clothing store is hoping to let customers know of its competitive prices on jeans, a
useful smartphone app to spread this information is
a. Instagram.
39. b. an app released by The Find, where a customer can search for the product among
500,000 stores.
c. Twitter.
d. an app released by Facebook that lets customers receive discounts for “checking in” at
a store location.
e. an app released by Esquire that lets a customer look at different brands and order the
one he or she wants.
A consumer who is out shopping and searching for a particular product can find the store
with the best price by using
a. Instagram.
b. Twitter.
c. Facebook.
d. an app released by Facebook that lets customers receive discounts for “checking in” at
a store location.
e. an app released by The Find, where a customer can search for the product among
500,000 stores.
Smartphone apps are providing stiff competition for physical retail stores because
a. consumers using the app Instagram can shop instantly.
b. consumers can “tweet” their product preferences.
c. consumers can create and save shopping lists on their smartphones.
d. consumers can simultaneously check prices at other stores while shopping for a product
in a brick-and-mortar retail store.
e. consumers using the app ShopKick receive credit, discounts, and other incentives for
walking into a brick-and-mortar retail store.
What is the number one paid iPhone app?
a. Instagram
b. Farmville
c. Angry Birds
d. Twitter
e. Plants vs. Zombies
Facebook’s charging for user actions that generate more sales for advertisers demonstrates
a. the influence of social network users in the marketplace.
b. the monopoly of Facebook over the marketplace.
c. the increasing effectiveness of advertising on social networking sites.
d. the convergence of social networking sites with each other.
e. the ethically questionable mode of Facebook charging advertisers for using their site.
An unintended effect of the proliferation of social media is
a. users are more connected than ever.
b. entrepreneurs are able to create start-up businesses with less financial investment than
40. was required in the past decades.
c. Twitter is gaining in popularity and will soon surpass Facebook as the most popular
social media site.
d. both YouTube and Vimeo became video sites.
e. LinkedIn is a site for business professionals to network.
The 2010 T-Mobile holiday TV ad featuring Chuck Norris planned to use a __________
marketing strategy tailored to consumers in a single country—the Czech Republic. But it
crossed country boundaries to reach Polish and Slovakian consumers.
a. single-country
b. cultural
c. limited
d. global
e. multidomestic
T-Mobile’s 2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations
of success by becoming popular not only in the Czech network but in neighboring Poland
and Slovakia as well. While this started as a __________ marketing strategy targeted as a
single country, it crossed country boundaries and became a global marketing strategy.
a. intracultural
b. multidomestic
c. intercultural
d. convergence
e. social network
China has consistently blocked __________ use by its citizens.
a. Internet
b. Twitter
c. gmail
d. Facebook
e. smartphone
The AOI marketing team planned a(n) __________ between the Bitter Girls name and the
__________ of the girls in the description of them.
a. positive, supportive connection; dark, “edgy,” sullen nature
b. an empowering connection; typical “tween and teen” characteristics
c. ironic disconnect; bitter, sullen nature
d. similarity; dark, “edgy,” sullen nature
e. deliberate disconnect; positive nature
The concept underlying Bitter Girls focuses on
a. the most-popular-girl-in-her-high-school-class model.
b. bringing introverted girls out of their shells.
c. increasing the assertiveness of shy girls.
41. d. a message that is uplifting and empowering for girls.
e. the least-popular-girl-in-her-high-school-class model.
The concept underlying Bitter Girls was developed because the AOI team wanted to
a. empower tween and teen girls who do not fit into the most-popular-girl-in-high-school
model.
b. bring out the sullenness of this age group.
c. encourage tween and teen girls to turn from bitter to sweet.
d. downplay a message that is uplifting and empowering for girls.
e. support the least-popular-girl-in-her-high-school-class model.
With a limited marketing budget, the AOI team concluded the best way to develop a
following was to
a. develop a hypothetical LinkedIn “connection” for each Bitter Girl.
b. produce a 3-minute YouTube video, hoping it would go viral.
c. utilize its own website and Facebook.
d. aggressively describe Bitter Girls on Twitter.
e. feature creative stories about each Bitter Girl that then appear on Vimeo.
The AOI marketing team used the following approach in its Bitter Girls marketing strategy
to develop a following in its target market by
a. setting up a Twitter account for each of the Bitter Girls.
b. producing a six-minute YouTube video, featuring a one-minute cameo appearance by
each girl.
c. creating a hypothetical LinkedIn “connection” for each Bitter Girl.
d. creating an official Facebook Page, developed a story line on Facebook, and ran highly
targeted Facebook ads.
e. asking Facebook fans to submit creative stories about each Bitter Girl.