978-0133866339 Chapter 09 Part 1

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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)

Chapter 9 Social Media

1) Social media is:

A) the utilization of social media and/or social networks to market a product, company, or brand.

B) a social structure of individuals and/or organizations that are tied together in some manner.

C) a website that focuses on a specific interest, hobby, or demographic group.

D) any digital tool or venue that allows individuals to socialize on the web.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

2) A social network is:

A) the utilization of social media and/or social networks to market a product, company, or brand.

B) a social structure of individuals and/or organizations that are tied together in some manner.

C) a website that focuses on a specific interest, hobby, or demographic group.

D) any digital tool or venue that allows individuals to socialize on the web.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

3) Social media marketing is:

A) the utilization of social media and/or social networks to market a product, company, or brand.

B) a social structure of individuals and/or organizations that are tied together in some manner.

C) a website that focuses on a specific interest, hobby, or demographic group.

D) any digital tool or venue that allows individuals to socialize on the web.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

4) The utilization of social media and/or social networks to market a product, company, or brand

is:

A) social media marketing.

B) social media.

C) a social network.

D) social bookmarking.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

5) A social structure of individuals and/or organizations that are tied together in some manner is:

A) social media marketing.

B) social media.

C) a social network.

D) social bookmarking.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

6) Any digital tool or venue that allows individuals to socialize on the web is:

A) social media marketing.

B) social media.

C) a social network.

D) social bookmarking.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

7) General social networking sites:

A) focus on a specific interest, hobby, or demographic group.

B) are broadly based and are designed to appeal to all demographics.

C) focus on developing business relationships.

D) allow individuals to share bookmarks of websites.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

8) Niche social networking sites:

A) focus on a specific interest, hobby, or demographic group.

B) are broadly based and are designed to appeal to all demographics.

C) focus on developing business relationships.

D) allow individuals to share bookmarks of websites.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

9) Social bookmarking sites:

A) focus on a specific interest, hobby, or demographic group.

B) are broadly based and are designed to appeal to all demographics.

C) focus on developing business relationships.

D) allow individuals to share bookmarks of websites.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

10) Facebook would be classified as a ________ site.

A) social bookmarking

B) niche social networking

C) social communication

D) general social networking

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 9-1

11) Skip actively participates in hunting and fishing social networks. These networking sites

would be considered ________ sites.

A) social bookmarking

B) niche social networking

C) social communication

D) general social networking

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 9-1

12) Wholly Guacamole built its brand name and sales by leveraging social media and building an

effective direct response marketing program.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 9-1

13) Social media is any digital tool or venue that allows individuals to socialize on the web or in

person.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 9-1

14) Social media marketing is the utilization of social media and/or social networks to market a

product, company, or brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

15) Niche social networking sites are broadly focused and are designed to appeal to all

demographics, regardless of gender, age, race, income or education.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

16) Dating websites would be considered a general social networking site since they can appeal

to any demographic profile.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-1

17) If a brand wants to target females over 50 years of age that have some college, the best social

media networking site would be Pinterest.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 9-1

18) Explain the differences in the terms social media, social network, and social media

marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

19) Identify the major categories of social networks and describe each.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-1

20) Approximately two-thirds of internet users have a profile on:

A) Facebook.

B) Twitter.

C) Instagram.

D) Pinterest.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

21) Primary Twitter users tend to have all of the following demographic characteristics except:

A) ages 18 to 29.

B) African American.

C) urban resident.

D) female.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

22) Primary Pinterest users tend to have all of the following demographic characteristics except:

A) under 50 years of age.

B) African American.

C) some college.

D) female.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

23) Primary Instagram users tend to have all of the following demographic characteristics except:

A) ages 18 to 29.

B) Caucasian.

C) urban resident.

D) female.

Question Tag: Definition (Concept)

Objective: 9-2

24) All of the following statements about Facebook are true except:

A) number of teens on Facebook has declined over 25 percent in the last 3 years.

B) number of individuals 55 or older has increased 80 percent.

C) Facebook generates about $1 billion in advertising revenue.

D) Facebook has over 1.2 billion users worldwide.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

25) Despite its changing demographics, Facebook remains an attractive social media network for

advertisers because:

A) a large percentage of users share details of their lives on a daily basis.

B) the number of individuals 55 or older has increased 80 percent.

C) most users examine content on Facebook daily and make comments on photos or posts.

D) Facebook now has 1.2 billion users worldwide.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-2

26) Compared to Twitter, Facebook is more effective for advertising because Facebook

generates:

A) more shares, more site traffic, and more new customers than Twitter.

B) more posts, likes, and shares than Twitter.

C) younger, more affluent users than Twitter.

D) greater brand awareness than Twitter.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-2

27) Which social media network limits messages to 140 characters?

A) Facebook

B) Instagram

C) Pinterest

D) Twitter

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

28) If Comcast wants to reach minorities, especially African-Americans and Hispanics, the best

social media networking site is:

A) Facebook.

B) Instagram.

C) Pinterest.

D) Twitter.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 9-2

29) Current trends in consumer video sharing include all of the following except:

A) uploading broadcast ads.

B) video reviews of products.

C) video blogging.

D) consumer re-creation of advertisements.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

30) Current trends in consumer video sharing include all of the following except:

A) creating consumer-produced how-to videos.

B) uploading professional sporting events.

C) capturing real-time events.

D) creating branded videos.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

31) A current trend on YouTube is video reviews of brands. Most are made by positive and

passionate fans raving about the brand. For Covergirl and Revlon, what percent of videos that

mention the brand are fan-created videos?

A) 66 percent

B) 77 percent

C) 88 percent

D) 99 percent

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

32) Annie loves Kate Spade fashions and has created a video showing off some of the Kate

Spade clothes she has purchased. Posting this video to YouTube is an example of which

consumer video sharing trend?

A) Uploading of broadcast and internet ads

B) Video reviews of products

C) Consumer created how-to videos

D) Consumer re-creation of advertisements

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 9-2

33) Mandy has a reputation of being an excellent beautician. As a result, L’Oreal has offered to

be an active sponsor of the videos she has created and posted to YouTube. This is an example of

the consumer video sharing trend of:

A) consumer created branded videos.

B) video reviews of products.

C) consumer created how-to videos.

D) consumer re-creation of advertisements.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 9-2

34) The mobile photo and video sharing network owned by Facebook with over 200 million

users is:

A) Facebook.

B) Instagram.

C) Pinterest.

D) Twitter.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

35) An attractive feature of Instagram is that users tend to be:

A) highly educated with incomes above $100,000.

B) young and male.

C) young and primarily of a minority race.

D) young, wealthy, and female.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

36) The most popular marketing tactics being used by brands with Instagram are:

A) encouraging consumers to upload, share, or like personal photos wearing or displaying the

brand.

B) offering coupons, contests, and sweepstakes.

C) offering contests and using crowdsourcing of photos and videos.

D) offering prizes for liking photos or videos and linking photos or videos displaying the brand

to the brand’s website.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

37) The bulletin-board style social networking site with over 70 million users is:

A) Facebook.

B) Instagram.

C) Pinterest.

D) Twitter.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

38) The most popular topics featured on Pinterest are:

A) fashion and food.

B) sports and exercise.

C) hobbies and special events.

D) video ads and funny personal photos.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

39) Overall, males utilize social media more than females.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2