978-0133866339 Chapter 09 Part 2

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40) Approximately 42 percent of online consumers use multiple social networking sites.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

41) If a brand wants to target African-Americans through social media, a good social networking

site to use would be Twitter.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 9-2

42) Facebook now has over one billion users worldwide.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

43) Instagram presents the largest source of display ads of all social networks.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

44) The number of teens using Facebook is currently declining while the number of individuals

55 years old or older is steadily increasing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

45) While Facebook has a large number of users, only 10 percent update their status daily and

only 15 percent make comments once a day or more.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

46) Twitter is a good way for businesses to learn what consumers are saying about their business.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

47) Twitter is not a good social networking site for small businesses due to the limited number of

characters that can be inserted in each tweet.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-2

48) By 2017 experts believe YouTube will have more views, likes, and shares than either

Facebook or Twitter.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

49) While a large number of consumers post videos on YouTube, few consumers have their own

YouTube channel.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

50) When consumers re-post television or internet ads they have seen to YouTube, in most cases

it is ads they do not like.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-2

51) In terms of videos posted to YouTube, consumer-produced videos exceed company or brand

produced materials.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-2

52) Rather than access a brand’s website or contact technical support, many consumers go to

YouTube to see videos on how to use a product or repair it.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-2

53) Instagram is a mobile photo and video sharing social network with over 200 million users

with 60 percent visiting the site daily.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 9-2

54) One reason marketers like Instagram is that users tend to be young, wealthy, and primarily

male.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-2

55) The primary marketing tactics being used with Instagram are contests and crowdsourcing of

photos and videos.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

56) Approximately 70 percent of Pinterest users are male.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

57) Give a broad overview of Facebook and its appeal to marketers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

58) Give a broad overview of Twitter and its appeal to marketers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

59) Give a broad overview of YouTube. Identify current trends in consumer video sharing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-2

60) The two frequently reported reasons for brands to develop a social media marketing

campaign are to:

A) generate leads and increase sales.

B) engage fans and increase brand exposure.

C) improve search rankings and gather customer intelligence.

D) provide an avenue for customer interaction and enhance brand image.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

61) Customer comments about a brand on social media are especially beneficial to brands

because they:

A) increase brand exposure.

B) allow fans to engage with a brand.

C) provide word-of-mouth endorsements for the brand.

D) generate leads and increases sales.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

62) Using social media to engage females with the Hooter’s brand was a wise strategic decision

because:

A) it offers two-way communication while advertising is one-way communication.

B) social media is better for enhancing brand image than advertising.

C) social media provides a means to support giveaways and consumer promotions.

D) overall, females are heavier users of social media than males.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

63) Social media can improve search rankings on search engines in the following ways except

having:

A) the name of the brand mentioned frequently in social media.

B) brand pages on multiple social media networks.

C) content about the brand closely fit search terms.

D) comments made by individuals about a brand fit closely to search terms.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

64) Social listening by brands is important because it:

A) provides insights into what individuals think about the brand.

B) provides a mechanism for brands to react to negative comments.

C) offers two-way communications, which enhance a brand’s image.

D) increases brand exposure and engages fans with the brand.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

65) After General Mills received immediate, fierce, and racist comments about its Cheerios ad

featuring a mixed-race couple, General Mills:

A) disabled the comment feature on YouTube, but left the video on YouTube.

B) removed the ad from YouTube.

C) conducted a focus group to determine if the views represented the majority of Americans or it

was views of a small minority.

D) modified the female in the ad so the couple was of the same race.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

66) Functions of social listening include all of the following except:

A) identify brand advocates.

B) predict trends.

C) improve search rankings on search engines.

D) detect problems with the product.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

67) Functions of social listening include all of the following except:

A) react to negative comments.

B) gather topics for branded content.

C) detect patterns or shifts in views of consumers.

D) generate sales leads.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

68) Sparks and Honey is a digital agency that monitors social chatter. In addition to counting

brand mentions in social media, the company produces a sentiment score that indicates:

A) the level of positive or negative chatter.

B) the relative number of brand mentions compared to the category leader.

C) how quickly a brand needs to respond to a trend occurring in society.

D) the level of negative chatter so brands can determine if they should react.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

69) Sparks and Honey is a digital agency that monitors social chatter. In addition to counting

brand mentions in social media, the company produces a burst quotient that indicates:

A) the level of positive or negative chatter.

B) the relative number of brand mentions compared to the category leader.

C) how quickly a brand needs to respond to a trend occurring in society.

D) the level of negative chatter so brands can determine if they should react.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

70) EngageSciences estimates ________ percent of a brand’s fans generate nearly the entire

social buzz about the brand.

A) 4.7

B) 8.3

C) 13.6

D) 20

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

71) Brand advocates exhibit all of the following characteristics except:

A) behavioral commitment.

B) member of multiple social networking sites.

C) quality communication skills.

D) emotional connection to the brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

72) Alice is on Facebook and Instagram almost daily and often makes comments about her

favorite brands. Alice’s comments illustrate the brand advocate characteristic of:

A) behavioral commitment.

B) member of multiple social networking sites.

C) quality communication skills.

D) emotional connection to the brand.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 9-3

73) Adam patronizes Subway almost weekly and often makes comments on Twitter about his

visits. Adam’s patronage of Subway illustrates the brand advocate characteristic of:

A) behavioral commitment.

B) member of multiple social networking sites.

C) quality communication skills.

D) emotional connection to the brand.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 9-3

74) Although brand advocates need to exhibit emotional and behavioral commitment to the

brand, to be useful to marketers brand advocates need to exhibit the characteristic of:

A) having followers on their social network pages.

B) membership in multiple social networking sites.

C) quality communication skills.

D) creating a high number of likes and shares on sites they visit.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

75) Social media marketing should not have as its primary objectives to:

A) gather customer intelligence and improve search rankings.

B) increase web traffic and generate leads.

C) engage fans and increase brand exposure.

D) increase sales and build brand loyalty.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

76) Based on studies by Coca-Cola and McKinsey & Co, which statement about the impact of

social media is true?

A) Positive social media may not cause a sales increase, but negative social media causes a sales

decline.

B) Social media does not have any impact on sales.

C) The amount of social media mentions has an impact on sales.

D) Social media sentiment does not impact sales, but social media mentions does impact sales.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

77) In terms of social media marketing, most brands utilize a single social media network.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

78) Giving away free merchandise or using other promotional incentives is always needed to

engage fans through social media.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

79) Customer interactions on social media is important to brands because what customers say

about a brand carries more weight than what a brand says about itself.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

80) For social media to enhance a brand’s image it must provide solutions, useful information,

and product insights.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

81) If consumers express a low level of satisfaction with a brand’s social media communications,

it will negatively impact their desire to purchase the brand.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

82) Mentions of the brand name in social media will automatically boost organic search

rankings.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

83) If the content or comments made in social media about a brand match the search terms used

by consumers, the quality of those interactions examined by search engine algorithms is

increased.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

84) Most search engines examine the number of brand mentions in social media.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 9-3

85) While social listening is important because it gives brands an idea of what people think,

brands must be careful, however, because consumers are hesitant about speaking how they really

feel on social media networks.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 9-3

86) In listening to social chatter, brands should consider only the positive comments.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3

87) The negative reaction to the Cheerios ad featuring a mixed-race couple illustrates the

importance of social listening.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 9-3

88) Social listening can be an excellent source of ideas for branded content pages.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 9-3