79) All of the following statements about YouTube are true except which?
A) YouTube is owned by Google.
B) Every minute 300 hours of video are uploaded to the site.
C) Many companies now offer video content through organized channels.
D) About half of YouTube’s traffic comes from mobile devices.
E) Most content is uploaded by professional musicians, videographers, and businesspeople.
80) 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.
81) Which of the following is a guideline for marketing and promoting a brand using YouTube?
A) Use an expert to inform the audience about product features and benefits.
B) Tie the product to a current political or news event.
C) Include humorous content to attract as many viewers as possible.
D) Exploit visual aspects of your message, perhaps sacrificing product messages to tell a more
entertaining story.
E) Limit the video to one minute or less, the same as a TV or radio ad time limit.
82) 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) Pinterest.
B) LinkedIn.
C) Twitter.
D) YouTube.
E) a personal blog.
83) YouTube would be an excellent social network to advertise all of the following products
except which?
A) power tools
B) financial services
C) cars
D) deep sea diving vacations
E) blenders
84) Traditional media (the sender) use one-way communication directly to the ultimate consumer
to advertise marketers’ products. These consumers are therefore referred to as
A) one-way consumers.
B) passive receivers.
C) inert users.
D) traditional consumers.
E) traditional receivers.
85) Social media advertising is helpful to brand managers because consumers are
A) captive receivers 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 user-generated content to both friends and advertisers.
E) traditional receivers who browse products online.
86) Social media deliberately seek to ensure that the message does not end with an individual
receiver. Social media deliberately seek to reach
A) two-way receivers.
B) end receivers.
C) active receivers.
D) followers.
E) connections.
87) 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.
88) 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 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 a paid “brand ambassador” by the advertisers to promote the brand’s positive qualities by
sending messages to his/her online friends.
D) is indifferent or neutral to advertisements on social networks.
E) is an advocate who develops her own Facebook, Twitter, or YouTube following and therefore
should be contacted by advertisers about placing an ad on her website.
89) Marketers can use one of two communication strategies: The first strategy uses Facebook
pages and YouTube channels, 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) evangelists; brand ambassadors.
90) 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 ________ and the characteristics of a
site’s visitors.
A) the availability of a 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 number of users or unique visitors to the website
D) the ability of the social network to pull controversial content
E) the site’s ability to present the results of keyword searches to improve the odds of a firm’s
products showing up in user searches
91) All of the following are roles that brand managers assume when using social media to
produce sales and profits for their offerings or brands except
A) defines the characteristics of the one or more market segments she wants to reach.
B) negotiates compensation for the advertising, including the form of measurement.
C) composes title and copy for the social network ad.
D) decides on the images (photos and videos) used to promote the brand.
E) specifies the web address(es) to which its ad should link based on the brand’s social media
marketing goals.
92) What is the challenge presented to brand managers by social media advertising?
A) Brand managers need to realize that social media are less likely to have a marketing objective
of immediate sales than traditional media.
B) Brand managers need to convince social networks to post their ads free of charge.
C) Brand managers need to create “universally appealing” ads since they cannot target specific
demographics on social networks.
D) Brand managers have difficulty estimating how many users have clicked on their ads, which
leads to problems in assessing an ad’s effectiveness.
E) Brand managers need to realize that there are only a few social networks to advertise on.
93) What is the key marketing objective for advertising on social networking sites?
A) Develop cost-effective ads with a CPM of less than 50 cents for every 1,000 hits.
B) Create ads that have an immediate impact on sales.
C) Try to gain viewers’ attention for a few extra seconds.
D) Use the cost-per-click performance metric to assess how many times a unique visitor
purchases a product that originated from an ad on the firm’s website.
E) Create ads that appeal to all demographic groups—regardless of age, gender, ethnicity,
education, or income—to maximize cost efficiency.
94) Which of the following statements about the role of social media for PepsiCo’s “Friend
Finder” is most accurate?
A) The purpose of the video was to reinvigorate sales of the Diet Pepsi brand.
B) Advertising the “Friend Finder” video on Facebook made sense since so many people look up
old friends on this site.
C) Pepsi created a series of tweets describing the rekindling of the relationship between Selena
Gomez and Justin Bieber.
D) The Pepsi “Friend Finder” YouTube video prompted users to download an app that let them
find lost friends at music festivals via drone.
E) “Friend Finder” was an expensive failure for Pepsi, failing to connect with consumers.
95) Performance measures for social media are divided into two types:
A) the number of photos uploaded and the number of characters typed (comments, tweets, etc.).
B) purchases made online and purchases made in a store as a result of a link from a social media
website.
C) traditional media costs and social media costs.
D) the number of “views” of a YouTube video and the number of “likes” on Facebook.
E) those linked to inputs or costs and those tied to the outputs or revenues.
96) New performance measures are emerging in an effort to find an ideal one for social media
advertising that
A) links unique visitors and new products.
B) monitors registered users.
C) evaluates brand awareness.
D) ties actual sales revenues to the cost of the ad.
E) links brand buzz and consumers’ emotional connections to the brand.
97) Cost per thousand (CPM) 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 then jumps
from that page to the advertiser’s website.
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 that is paid to a site for posting an ad for a finite amount of time.
E) a fixed discount is given to a visitor for clicking on an ad.
98) A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is
referred to as
A) fixed fee rate.
B) cost per thousand.
C) cost per action.
D) cost per click.
E) fixed cost.
99) 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
A) click-through rate (CTR).
B) cost per thousand (CPM).
C) fixed fee rate (FFR).
D) cost per action (CPA).
E) cost per click (CPC).
100) Cost per click is a measure in which
A) a fixed amount of money is paid to the site for every visitor who clicks on an ad and then
jumps from that page to the advertiser’s website.
B) a fixed amount of money is 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 is given to a visitor for clicking on an ad.
101) A company paying a set amount to Facebook for every time a user clicks on its ad is using
________ as a performance measure, whereas a company that pays pennies for every 1,000 times
its ad loads on a Facebook page and people may see it is using ________ as a performance
measure.
A) variable fee; fixed fee
B) cost per click; cost per thousand
C) fixed fee; variable fee
D) cost per action; cost per click
E) traditional cost; social media cost
102) 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.
103) 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) fixed-fee-rate
D) cost-per-view
E) cost-per-action
104) A business hopes to generate large online sales through posting ads on social networking
sites but only wants to pay when an ad actually generates a sale. That firm should use the
performance measure of
A) cost per thousand, and pay 50 cents for every time an ad loads, up to $100 per month.
B) a negotiated measure, and pay $100 to post its ad for two weeks.
C) cost per click, and pay $1 for every visitor who clicks on the ad and goes to its website.
D) cost per action, and pay $50 for every purchase that originated from an ad on the site.
E) cost per like, and pay $1 for every unique visitor who likes the advertised product.
105) According to Figure 19-5 above, Row A is the performance measure referred to as
A) cost-per-click
B) cost-per-thousand
C) click-through-rate
D) cost-per-view
E) cost-per-action
106) According to Figure 19-5 above, Row B is the performance measure referred to as
A) cost-per-click
B) cost-per-thousand
C) click-through-rate
D) cost-per-view
E) cost-per-action
107) According to Figure 19-5 above, Row C is the performance measure referred to as
A) cost-per-click
B) cost-per-thousand
C) click-through-rate
D) conversion rate
E) cost-per-action
108) Individuals who have registered on a social networking site by completing the process
involved, such as providing their name, an ID (usually an e-mail address), and a password, as
well as answering a few questions (date of birth, gender, etc.) are referred to as
A) users/members.
B) unique visitors.
C) visitors.
D) fans.
E) vloggers.
109) Users or members of social networks are
A) where a social network’s following comes from—with fans coming from a friend being more
valuable than those coming from an ad.
B) the total number of unique individuals to a web page in a given time period—counted each
time they logon to the site during that period of time.
C) the total number of unique individuals to a web page in a given time period, regardless of how
many times they logon to the site during that period of time.
D) individuals who have registered on a social networking site by completing the process
involved, such as providing their name, an ID, and a password.
E) the number of people who have opted in to a brand’s messages through a social media
platform at a given time.
110) 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) active receivers.
D) fans.
E) vloggers.
111) In terms of performance measures for social networks, fans are
A) the total number of unique visitors to a Facebook page in a given time period.
B) the number of people who have opted in to a brand’s messages through a social media
platform at a given time.
C) the percentage of people who have clicked on a link on the page to visit a specific site.
D) the number of people who interact with a post (“like,” make a comment, and so on) divided
by the total number of people seeing the post.
E) the brand’s share or percentage of all the online social media chatter related to its product
category or a topic.
112) As a performance measure for social networks, 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 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.
113) 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.