1. There was once a time when the only TV networks were ABC, CBS, and NBC.
a. True
b. False
2. Some of the changes in traditional media are a decrease in newspaper circulation and an increase in listening
time for radio listeners because of a larger number of satellite servers like XM.
a. True
b. False
3. A dialogue is the most fundamental means of interaction.
a. True
b. False
4. Most, if not all, social media offer rich sensory experiences.
a. True
b. False
5. The primary goal of LinkedIn is to share slices of life with friends.
a. True
b. False
6. Online brand communities hosted by companies have purchase as their ultimate goals.
a. True
b. False
7. Social media facilitate word-of-mouth, which is very important for businesses.
a. True
b. False
8. If a YouTube video goes viral, it is usually due to advertisements.
a. True
b. False
9. Word-of-mouth occurs most often for medicines and financial products
a. True
b. False
10. It’s impossible to create buzz for products like soap, bread, and insurance.
a. True
b. False
11. A network is defined as the set of actors (or nodes) and the relational ties that link them.
a. True
b. False
12. A sociomatrix is a graphical form of a network, and a sociogram is a tabular representation of a network.
a. True
b. False
13. Marketers use influentials to test products and spread information about the products.
a. True
b. False
14. DeMarcus of ABC Medical Supply wants to identify influential people in the local medical community to
test a new medical product. DeMarcus should create and analyze a sociomatrix to find the most influential
medical professionals.
a. True
b. False
15. The easiest and most common way to characterize centrality is to count the number of connections each
actor has with the others in the network.
a. True
16. The identification of potential WOM generators is easy because centrality indices are easy to calculate, and
most of the links are connected to a large number of actors (the 20/80 rule).
a. True
b. False
17. Structural equivalence occurs when two actors have links to others that are the same.
a. True
b. False
18. Customer A of Company X has purchased products 1, 2, and 3. Customer B has purchased products 1 and 2.
Since Company X is using a structural equivalence network recommendation system, it will recommend to
customer B to purchase product 3.
a. True
b. False
19. Consumers don’t trust online recommendations because they don’t know the people making the
recommendations.
a. True
b. False
20. Recommendation agents work by performing cluster analysis on a spreadsheet where the rows are
customers and the columns are SKUs. If there is a 0 in the cell, then the customer has purchased that item; if
there is a 1, the customer has not purchased that item.
a. True
b. False
21. Many CEOs are conservative in spending money on social media because they don’t understand the
attraction of social media.
a. True
b. False
22. We can begin to answer ROI questions only if we know the goal that the marketing action was intended to
achieve.
a. True
b. False
23. The biggest contributors to the cost of social media are media buys and explicit budgetary contributions.
a. True
b. False
24. Key performance indicators (KPIs) for social media are analogous to traditional measures for advertising
effectiveness.
a. True
b. False
25. In the pre-purchase phase, marketers want customers to be aware of their brand and consider it for purchase.
a. True
b. False
26. Reach can be achieved via traditional media and measured via online capture, but it can’t be achieved
wholly online.
b. False
27. To enhance awareness, seek media that optimize reach.
a. True
b. False
28. WOM in customer networks is very rewarding to firms because they are usually bringing in new
acquisitions.
a. True
b. False
29. In the pre-purchase: brand consideration phase, marketers want to offer more information and more
persuasion than the pre-purchase: awareness phase.
a. True
b. False
30. Google’s Page Rank is a type of search engine application (SEA).
a. True
b. False
31. Web analytic experts don’t like the “Contact Us” link on a website because they believe that consumers will
remember the product better if they search for the information.
a. True
b. False
32. Videos can be used to sell products.
a. True
b. False
33. KPIs are easy to measure because they either happen or they don’t.
a. True
b. False
34. The online environment offers more direct data about what happens post-purchase than we’ve had in
the past.
a. True
b. False
35. Blogs, wikis, and lead user communities can be essential during product development to generate
enthusiasm in the marketplace prior to launch.
a. True
b. False
36. Marketers should engage every channel to reach as many consumers as possible.
a. True
b. False
37. Marketers use text analyses on Facebook to get a read on customer opinions about their brands.
a. True
b. False
38. Content analysis has been useful in detecting developing consumer trends.
a. True
b. False
39. GPS units are becoming geo-retailing units that enable marketers to offer timely opportunities to consumers
who are near their products.
a. True
b. False
40. A company must offer something the consumer values through social media the consumer uses to make
social media a valuable marketing tool for the company.
a. True
b. False
41. Overall sales of __________ have decreased in recent years.
a. magazines
b. computers
c. cell phones
d. GPS devices
42. Compared to a few years ago, the number of radio stations has __________, and the time listeners tune in
has __________.
a. increased, decreased
b. decreased, increased
c. increased, increased
d. decreased, decreased
43. What is the most fundamental means of interaction?
a. monologue
b. dialogue
c. catalogue
d. logging on
44. Many companies (including YouTube, Coca-Cola, Starbucks, Oreo, and MTV) have many friends/fans on
Facebook. In other words, they are quite sophisticated when it comes to __________ marketing.
a. community
b. bulk
c. positive
d. buzz
45. What is the main goal for users of Facebook?
b. getting advice from experts
c. sharing slices of life with friends
d. collaborating on wiki content
46. Via Facebook, Brenda tells Bobbie about a new band she just discovered, and Bobbie feels compelled to
check them out because she believes Brenda’s endorsement is genuine. What is the term for this phenomenon?
a. social facilitation
b. word-of-mouth
c. groupthink
d. availability bias
47. Which of the following has the most WOM?
a. real estate and property
b. restaurants and movies
c. medicine and financial services
d. simple and inconspicuous goods
48. WOM works best on inherently __________ products.
a. practical
b. necessary
c. expensive
d. personal
49. What term refers to the set of actors (or nodes) and the relational ties that link them?
a. team
b. group
c. network
d. forum
50. In a social network, ties can be