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140) ________ refers to any marketing activity conducted though Internet networks to which
consumer are continuously connected using a personal mobile device.
A) Mobile marketing
B) an increased emphasis on mobile marketing
C) QR coding
D) Digital promotion
E) RFD algorithms
141) Which of the following smartphone apps is made possible through mobile marketing?
A) Instagram
B) location-based promotions
C) Twitter
D) Candy Crush
E) music-streaming services
142) The greatest concern consumers may have regarding the convergence of the real and digital
worlds is
A) the elimination of traditional media; all media will become digital.
B) a decreased emphasis on measuring the marketing return on investment for social media
initiatives.
C) the interference with personal privacy as personal data gets shared within and across social
media.
D) the proliferation of ads and sponsored stories on social networking sites that reduce click-
through rates.
E) the absence of digital cash to complete the near field communication transaction process.
143) StuffDOT is a
A) wiki.
B) virtual game world.
C) virtual social world.
D) blog.
E) social network.
144) StuffDOT's vision is to
A) compete directly with online sites such as Macy's online store.
B) wage a battle for niceness by addressing bullying being faced by young girls.
C) use the affiliate fees and commissions to grow its business.
D) reward users for what they are already doing online.
E) share images of favorite things by women for other women.
145) At the present time, StuffDOT sees which of the following social networks as its direct or
principal competitor?
A) Facebook
B) Pinterest
C) Groupon
D) Pandora
E) StuffDOT sees no "direct" competitors.
146) What is a "dot" on StuffDOT?
A) a follower
B) a campus ambassador
C) a user commission
D) a user post
E) a request for more information
147) What are social media? Give two examples.
148) Describe the two factors that are used to classify social media.
149) Discuss the differences between traditional print media and social media with regard to
audience reach, expense and access, training, delivery, permanence, credibility, and social
authority.
150) What are the four guidelines to engage fans on Facebook?
151) What are the main ways brand managers can use Twitter?
152) Describe the communications process of both traditional media and social media.
153) What is the role of a brand manager in advertising on social media like Facebook?
154) What are the three performance measures brand managers typically use to assess the inputs
or costs of social media? In your response, provide an example of what the payment terms would
be for an advertiser. Also, identify the advantages and disadvantages of each metric.
155) Describe 5 of the 10 performance measures brand managers typically use to assess outputs
or revenues of social media.
156) What is meant by "convergence" of real and digital worlds? What are some of the
marketing actions a brand manager can take to exploit the convergence?
157) What are apps and what significance do they have with respect to convergence of the real
and digital worlds?
