78) The degree and depth of brand-focused interactions a customer chooses to perform online
with his or her social network is referred to as customer
A) influencing.
B) interaction.
C) filtering.
D) engagement.
E) evangelism.
79) In comparing social media, a brand manager might assess ________ and the characteristics
of a site’s visitors.
A) the availability of a social network to run apps
B) the ability of the site to be measured in terms of its sales, profitability, distribution density,
and other performance metrics
C) the number of users or monthly market share of visits
D) the ability of the social network to pull controversial content
E) the site’s ability to present the results of keyword searches to improve the odds of a firm’s
products showing up in user searches
Figure 17-4
80) Recalling Figure 17-4 above, which social network has both the highest number of users and
the highest monthly market share of visits?
A) LinkedIn
B) YouTube
C) Twitter
D) Facebook
E) Pinterest
81) Recalling Figure 17-4 above, which social network has both the second highest number of
users and the second highest monthly market share of visits?
A) LinkedIn
B) YouTube
C) Twitter
D) Facebook
E) Pinterest
82) Recalling Figure 17-4 above, which two social networks are similar in terms of number of
users, while the one with fewer users has a larger market share of visits indicating more frequent
use?
A) LinkedIn and Twitter
B) YouTube and Facebook
C) Twitter and Facebook
D) Facebook and LinkedIn
E) LinkedIn and YouTube
83) According to Figure 17-4 above, the correct rank order of social network sites from most to
least popular as measured by the number of visits is
A) Facebook, LinkedIn, YouTube, and Twitter.
B) Facebook, Twitter, YouTube, and LinkedIn.
C) Facebook, YouTube, LinkedIn, and Twitter.
D) Facebook, YouTube, Twitter, and LinkedIn.
E) Twitter, Facebook, YouTube, and LinkedIn.
84) All of the following considered by brand managers as they determine their social media
content except which?
A) how the social media content will complement the overall integrated marketing
communications effort in creating and sustaining customer engagement
B) how to convince buyers to use traditional channels for purchasing even if they use social
media for research
C) how the social media content will best be conveyed in different social media
D) the content’s intended purpose, such as promotional, entertaining, or educational
E) the characteristics of the one or more market segments a marketer wants to reach
85) All of the following are among the seven types of social media content used by companies to
create and sustain customer engagement except which?
A) controversial content
B) educational content
C) connecting content
D) newsworthy content
E) entertaining content
86) Which of the following statements about the role of social media for PepsiCo’s “Friend
Finder” is most accurate?
A) The purpose of the video was to reinvigorate sales of the Diet Pepsi brand.
B) Advertising the “Friend Finder” video on Facebook made sense since so many people look up
old friends on this site.
C) Pepsi created a a series of tweets describing the rekindling of the relationship between Selena
Gomez and Justin Bieber.
D) The Pepsi “Friend Finder” YouTube video prompted users to download an app that let them
find lost friends at music festivals via drone.
E) “Friend Finder” was an expensive mistake for Pepsi, failing to connect with consumers.
87) Performance measures for social media marketing programs are divided into two types:
A) the number of photos uploaded and the number of characters typed (comments, tweets, etc.).
B) purchases made online and purchases made in a store as a result of a link from a social media
website.
C) traditional media costs and social media costs.
D) the number of “views” of a YouTube video and the number of “likes” on Facebook.
E) those linked to inputs or costs and those tied to the outputs or revenues.
88) New performance measures are emerging in an effort to find an ideal one for social media
advertising that
A) links unique visitors and new products.
B) monitors registered users.
C) evaluates brand awareness.
D) ties actual sales revenues to the cost of the ad.
E) links brand buzz and consumers’ emotional connections to the brand.
89) Cost per thousand (CPM) is a measure in which
A) a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it—
but not whether the user has actually reacted to it.
B) a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps
from that page to the advertiser’s website.
C) a fixed amount of money paid to the site for every sale that originated from an ad posted on
that site.
D) a fixed amount of money that is paid to a site for posting an ad for a finite amount of time.
E) a fixed discount is given to a visitor for clicking on an ad.
90) A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is
referred to as
A) fixed fee rate.
B) cost per thousand.
C) cost per action.
D) cost per click.
E) fixed cost.
91) A fixed amount of money paid to the site for every visitor who clicks on an ad and then
jumps from that page to the advertiser’s website is referred to as
A) click-through rate (CTR).
B) cost per thousand (CPM).
C) fixed fee rate (FFR).
D) cost per action (CPA).
E) cost per click (CPC).
92) Cost per click is a measure in which
A) a fixed amount of money is paid to the site for every visitor who clicks on an ad and then
jumps from that page to the advertiser’s website.
B) a fixed amount of money is paid to the site for every sale that originated from an ad posted on
that site.
C) a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
D) a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month.
E) a fixed discount is given to a visitor for clicking on an ad.
93) A company paying a set amount to Facebook for every time a user clicks on its ad is using
________ as a performance measure, whereas a company that pays pennies for every 1,000 times
its ad loads on a Facebook page and people may see it is using ________ as a performance
measure.
A) variable fee; fixed fee
B) cost per click; cost per thousand
C) fixed fee; variable fee
D) cost per action; cost per click
E) traditional cost; social media cost
94) Cost per action refers to
A) a fixed amount of money paid to the site for every time a visitor clicks on the ad.
B) a fixed amount of money paid to the site for placement of the ad.
C) a fixed amount of money paid to the site for every sale that originated from an ad posted on
that site.
D) a fixed percentage the site gets paid for placing the ad.
E) a fixed discount given to a visitor for clicking on the ad.
95) The ________ measure most closely ties the cost of the social media ad to the sales revenues
the ad generates.
A) cost-per-click
B) cost-per-thousand
C) fixed-fee-rate
D) cost-per-view
E) cost-per-action
96) A business hopes to generate large online sales through posting ads on social networking
sites but only wants to pay when an ad actually generates a sale. That firm should use the
performance measure of
A) cost per thousand, and pay 50 cents for every time an ad loads, up to $100 per month.
B) a negotiated measure, and pay $100 to post its ad for two weeks.
C) cost per click, and pay $1 for every visitor who clicks on the ad and goes to its website.
D) cost per action, and pay $50 for every purchase that originated from an ad on the site.
E) cost per like, and pay $1 for every unique visitor who likes the advertised product.
Figure 17-4
97) According to Figure 17-4 above, Row A is the performance measure referred to as
A) cost per click.
B) click through rate.
C) cost per action.
D) conversion rate.
E) cost per thousand.
98) According to Figure 17-4 above, B is the performance measure referred to as
A) cost per click.
B) click through rate.
C) cost per action.
D) conversion rate.
E) cost per thousand.
99) According to Figure 17-4 above, C is the performance measure referred to as
A) cost per click.
B) click through rate.
C) cost per action.
D) conversion rate.
E) cost per thousand.
100) Individuals who have registered on a social networking site by completing the process
involved, such as providing their name, an ID (usually an email address), and a password, as well
as answering a few questions (date of birth, gender, etc.) are referred to as
A) users/members.
B) unique visitors.
C) visitors.
D) fans.
E) vloggers.
101) Users or members of social networks are
A) where a social network’s following comes from—with fans coming from a friend being more
valuable than those coming from an ad.
B) the total number of unique individuals to a web page in a given time period—counted each
time they log on to the site during that period of time.
C) the total number of unique individuals to a web page in a given time period, regardless of how
many times they log on to the site during that period of time.
D) individuals who have registered on a social networking site by completing the process
involved, such as providing their name, an ID, and a password.
E) the number of people who have opted in to a brand’s messages through a social media
platform at a given time.
102) The number of people who have opted in to a brand’s messages through a social media
platform at a given time are referred to as
A) followers.
B) visitors.
C) active receivers.
D) fans.
E) vloggers.
103) In terms of performance measures for social networks, fans are
A) the total number of unique visitors to a Facebook page in a given time period.
B) the number of people who have opted in to a brand’s messages through a social media
platform at a given time.
C) the percentage of people who have clicked on a link on the page to visit a specific site.
D) the number of people who interact with a post (“like,” make a comment, and so on) divided
by the total number of people seeing the post.
E) the brand’s share or percentage of all the online social media chatter related to its product
category or a topic.
104) As a performance measure for social networks, share of voice is
A) the number of comments users are making on a product or a brand.
B) the percentage of comments users are making on the unique videos posted about a product or
brand.
C) the brand’s percentage of all the online social media chatter related to a product category or
topic.
D) the number of users tweeting about a brand or product.
E) the number of users chatting online about a brand or product.
105) The number of times a Facebook page is loaded in a given time period is referred to as
A) page views.
B) page rate.
C) page load rate.
D) load rate.
E) view rate.
106) 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.
107) 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
108) 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.
109) 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.
110) 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.
111) 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.
112) 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 email 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.
113) 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.