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114) 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.
115) 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.
116) 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.
117) 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
118) Pinterest is
A) a video-sharing website in which users can upload, view, and comment on videos.
B) a virtual pinboard and content-sharing social network, allows people to "pin" or share images
of their favorite things, such as clothing, craft ideas, home décor, and recipes.
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.
119) 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
120) 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 MAX
E) Carmex
121) After Michael Drysch made his phenomenal hook shot in the Carmex 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) match social media content with important social media influencers like LeBron James.
E) focus efforts on sports-related media such as ESPN.com.
122) 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.
123) 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.
124) 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) proliferation of interlinked social commerce technologies, databases and algorithms, and
apps.
D) Steve Jobs, the late visionary CEO of Apple, Inc.
E) the researchers at Xerox Palo Alto Research Center (PARC).
125) The convergence of real and digital worlds has been made possible by all of the following
except which?
A) algorithms
B) television
C) databases
D) apps
E) social commerce technologies
126) Snapchat recently released a link to an augmented reality image of Michael Jordan, which
showed the basketball player wearing the newest model of sneakers. Users could then "walk
around" Jordan, view the product, and tap into the Snap Store to make a purchase. This is an
example of
A) social commerce technologies.
B) a database.
C) an algorithm.
D) webrooming.
E) customerization.
127) 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
128) 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 webpage.
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.
129) The product life cycle is of most concern for which app?
A) Pandora
B) Pinterest
C) Angry Birds
D) Netflix
E) Bank of America
130) 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
131) 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 it 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
132) ________ refers to the broad set of interactive messaging options that are used to
communicate through personal mobile devices.
A) Mobile marketing
B) Global positioning satellite (GPS) advertising
C) QR coding
D) Digital promotion
E) RFD algorithms
133) 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
134) 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.
