135) Which product was an important innovation for Body Glove and the source of inspiration
for its brand name?
A) long underwear designed for outdoor activities
B) a virtual surfing game
C) a chemical heat pack
D) a pregnancy pillow
E) a neoprene wetsuit
136) Body Glove’s partnership with Marquee Brands has helped it
A) compete directly with online sites such as Macy’s online store.
B) wage a battle against bullying being faced by young people.
C) reward its online fans.
D) expand the brand internationally.
E) share images of favorite things by women for other women.
137) Body Glove has employed all of these promotional methods except which?
A) billboards near popular outdoor sports locations
B) sponsoring athletes from the surfing, diving, and wakeboarding communities
C) print advertisements in Surfer, Wake, Outside, and Vogue magazines
D) three feature length films, known as the Drop Zone series
E) a sampling program providing free surfing gear to social media influencers
138) Which of the following social media networks does Body Glove use as the foundation of its
customer service function?
A) Pinterest
B) Facebook
C) YouTube
D) Twitter
E) Instagram
139) All of the following are digital metrics used by Body Glove except which?
A) cost per impression
B) e-commerce revenue
C) click through rates
D) app downloads
E) impressions
140) One of Body Glove’s newest products is
A) a dog wetsuit.
B) flexible sunglasses.
C) a motorized surfboard.
D) an inflatable stand up paddleboard.
E) a lightweight skateboard.
141) What are social media? Give two examples.
142) Describe the two factors that are used to classify social media.
143) 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.
144) What are the four guidelines to engage fans on Facebook?
145) What are the main ways brand managers can use Twitter?
146) Describe the process of creating brand “evangelists.”
147) 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.
148) Describe 5 of the 10 performance measures brand managers typically use to assess outputs
or revenues of social media.
149) 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?
150) What are apps and what significance do they have with respect to convergence?