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114) 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 different visitors to a Facebook page in a given time period.
115) 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) followers; unique visitors
116) As a performance measure for social networks, the number of page views divided by
visitors in a given time period is referred to as
A) gross page views.
B) the average page views per visitor.
C) average website hits.
D) the average website view rate.
E) the overall interaction rate.
117) The performance measure for social networks known as average page views per visitor is
the number of
A) visitors who land on a brand's Facebook page divided by the number who arrive 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) total visitors to a website divided by those who click on a link.
118) As a performance measure for social networks, 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
A) fan rate.
B) liker rate.
C) reader rate.
D) active receiver rate.
E) interaction rate.
119) As a performance measure for social networks, 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 connect 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.
120) As a performance measure for social networks, 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.
E) the total number of people who have purchased the product online divided by the number of
people viewing the page.
121) As a performance measure for social networks, the percentage of recipients who have
clicked on a link on the page to visit a specific site is the
A) fan follow-through percentage.
B) click-through rate.
C) pass-through rate.
D) recipient rate.
E) website click rate.
122) 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) vlogger.
B) friend domain.
C) fan source.
D) fan base.
E) friend pool.
123) A fan source is
A) a pool of social media users with a propensity to interact with brands, including
recommending them to friends.
B) where a social network following comes from—with fans coming from a friend being more
valuable than those coming from an ad.
C) 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.
124) Performance measures for social media are
A) more likely to track short-term goals than those for traditional media.
B) harder to track than traditional media such as newspapers and magazines because marketing
managers can get real figures for the circulation numbers.
C) easiest to track using Twitter.
D) more specific than those for traditional media because of the ease of tracking online behavior.
E) very predictive when it comes to anticipating what will "go viral."
125) All of the following are social media performance measures except which?
A) click per fan
B) cost per click
C) cost per action
D) cost per thousand
E) click-through rate
126) Pinterest is
A) a video-sharing website in which users can upload, view, and comment on videos.
B) a virtual bulletin board and content-sharing social network that allows people to share images
of their favorite things by creating customized, themed "boards" to categorize their images and
then sharing them with other members of the community.
C) a website where users create a personal profile; add other users as friends; and exchange
comments, photos, videos, and "likes" with them.
D) a business-oriented website that lets users post their professional profiles to connect to a
network of businesspeople.
E) a website that enables users to send and receive messages up to 140 characters long.
127) 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.
A) YouTube
B) Pinterest
C) Twitter
D) Facebook
E) LinkedIn
128) Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion,
which consisted of an opportunity to go to Miami for a chance to win $75,000?
A) Make-A-Wish Foundation
B) Facebook
C) Nestlé
D) Pepsi
E) Carmex
129) After Michael Drysch made his phenomenal hook shot in the Carmex and
LeBronJames.com Half-Court Hero promotion, the footage went viral and earned Carmex over
500 million media impressions across TV, print, online, and social media. The lesson here is to
A) focus efforts on gaining YouTube views.
B) ensure that social media does not explore controversial topics.
C) look for ways to maximize social media because of its reach with younger audiences.
D) manage lucky moments by finding ways to use both social and traditional media.
E) focus efforts on sports-related media such as ESPN.com.
130) 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 that use avatars to promote 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.
E) programs that provide measures of an ad's success on social networking sites.
131) Computer-based networks that trigger actions by sensing changes in the real or digital
world are known as
A) global marketing platforms.
B) convergent systems.
C) intelligence technologies.
D) smart systems.
E) social networking sites.
132) 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 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).
133) The convergence of real and digital worlds has been made possible by all of the following
except which?
A) sensors
B) radio
C) databases
D) smartphones
E) tablet devices
134) ________-enabled smartphones give mobile consumers access to online ads, local
restaurant promotions, and time-sensitive discounts at retailers.
A) GPS
B) APP
C) CMO
D) WEB 2.0
E) Google+
135) Which of the following is the largest analytical platform that can respond to queries in facts,
photos, and direct answers?
A) Wikipedia
B) Twitter
C) Facebook
D) Bing
E) Google
136) 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 web page.
C) small, downloadable software programs that can run on tablet devices or smartphones.
D) a failed marketing gimmick to advertise the benefits of smartphones.
E) programs that can be used to organize large groups of people to form events on social
networking sites.
137) The product like cycle is of most concern for which app?
A) Pandora
B) Pinterest
C) Angry Birds
D) Netflix
E) Bank of America
138) Even very successful video game apps can reach the decline stage of the product life cycle
quickly, so Clash of Clans and Candy Crush Saga video games have sought to ________ to
address this challenge.
A) make highly engaging games based on the Angry Birds approach
B) use social media strategies
C) build on a huge personal-rewards psychology for players
D) quickly create new games
E) create product extensions
139) Which of the following results of the convergence of the real and digital worlds is most
accurate?
A) a greater emphasis on traditional media since is more cost effective than social media
B) an increased emphasis on mobile marketing
C) a de-emphasis on social network communities in favor of functional ones, often global in
nature
D) the elimination of traditional media; all media will become digital
E) the limitations of digital cash representing a hurdle to the expansion of e-commerce
