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40) Facebook continues to enhance its capabilities; it recently acquired
A) Twitter.
B) Pinterest.
C) Vimeo.
D) Snapchat.
E) Oculus.
41) Facebook is
A) a website where users may create a personal profile; add other users as friends; and exchange
comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive "tweets," messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a
network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a virtual content-sharing social network that allows people to share images of their favorite
things such as clothing, craft ideas, and recipes as well as enables them to categorize these
images.
42) The social media website open to anyone age 13 and over where users may create a personal
profile; add other users as friends; and exchange comments, photos, videos, and "likes" with
them is known as
A) Twitter.
B) Vimeo.
C) Facebook.
D) YouTube.
E) LinkedIn.
43) Which of the following statements about Facebook is most accurate?
A) Facebook is the third most-used social network.
B) Facebook has a global presence—one in every four people on the planet use this site.
C) Facebook has almost 80 million active users.
D) Facebook's most commonly used tool lets people keep in touch through private, long text
entries similar to email.
E) Facebook has a nominal fee to join, depending on country of origin.
44) Which of the following statements is true about Facebook?
A) Facebook is second to Twitter in the number of registered users.
B) Facebook is open to users who are at least six years old.
C) Facebook gets more video uploads than any other social media site.
D) Facebook users aged 18 to 29 years old have an average of about 300 friends on the site.
E) Facebook's primary purpose is enabling users to network and connect with others in their
profession.
45) To generate traffic to a Facebook page for a brand, which is a mode of advertising on
Facebook?
A) Messages can be sent to the inbox on a user's profile page.
B) Pop-up ads can appear after a user logs in.
C) Facebook will place links to other webpages on its home page.
D) Facebook does not allow for any other forms of advertising.
E) Paid ads and sponsored stories can appear on a user's profile page.
46) To engage fans on Facebook, a good strategy is for a brand manager to use it to
A) create ads that will appear in a specified, strategic position on every page when users log in to
their profiles.
B) send an email message to every registered Facebook user.
C) learn users' passions and let them guide content, as Taco Bell does with polling its users.
D) create ads that incorporate controversial topics such as religion and politics to get Facebook
users to "like" their page.
E) develop a Facebook profile for every employee to show Facebook users the professionalism
and dedication of the marketing team.
47) The marketing challenge for the brand manager using a Facebook page is to post and create
content that will generate the best response. This goal can be accomplished by all of the
following except which?
A) updating content regularly to keep it fresh
B) using familiar imagery and messaging, but adding a twist
C) learning users' passions
D) letting users guide content
E) posting Instagram videos on the left side of the Facebook Page
48) A recent study found that a "like" or a "friend" to a brand's Facebook page is worth
________ in terms of product spending, brand loyalty, and "propensity to recommend" the site to
others.
A) $17
B) $53
C) $83
D) $145
E) $174
49) Recently, Facebook made all of the following changes to its mobile capabilities except
which?
A) Facebook created a new feature called Dating with a dedicated inbox and separate profile for
users.
B) Facebook introduced the app Virtual, which facilitates the use of virtual and augmented
reality for mobile devices.
C) Facebook launched a program known as Custom Audiences to allow marketers to use email
marketing with mobile users.
D) Facebook added new privacy protections, including the option to opt out of targeting based on
personal profile information.
E) Facebook added Facebook Live to allow users to broadcast up to four hours of live streaming
video.
50) Twitter is
A) a website where users may create a personal profile, add other users as friends, and exchange
comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive short messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a
network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a website that enables online customers to use their collective buying power to take advantage
of deeply discounted prices for a product or service each day.
51) The website that enables users to send and receive messages up to 280 characters long is
A) LinkedIn.
B) YouTube.
C) Twitter.
D) Facebook.
E) Yahoo.
52) Twitter can be a good source of information about a brand or product because of its
A) short message length.
B) photo-sharing capability.
C) ability to display user-generated video content.
D) ownership of CoTweet.
E) ability to post professional profiles.
53) Teenager Carter Wilkerson was awarded free chicken nuggets for a year by Wendy's based
on his activity on which of the following social networks?
A) YouTube
B) LinkedIn
C) Facebook
D) Twitter
E) Pinterest
54) Brand managers can strategically use Twitter to do all of the following except which?
A) respond to user criticisms about a brand to develop more satisfied customers
B) generate brand buzz by developing an official Twitter profile
C) tweet and video stream on topics that provide information of value to their consumers
D) use interactive video and live video features to get users engaged with their brands
E) post user profiles for job seekers
55) Brand managers find out what people are saying about their brand on Twitter by
A) having employees perform spot checks on posts.
B) using social media management tools like TweetDeck.
C) creating their own Twitter account and seeing what "followers" say on Facebook.
D) recognizing that posts are too brief to allow for a substantive mention of their brand.
E) employing outside search services such as Google and Bing.
56) If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best
way to implement this social network?
A) Monitor other Twitter accounts for negative mentions of your brand.
B) Aggressively defend your brand on your Twitter account.
C) Develop an official Twitter profile, recruit followers, and show photos and video of the
product.
D) Create an account and tweet about the launch the day before releasing the product.
E) Create content that relies mostly on professional networking and job searching.
57) LinkedIn is
A) a website where users may create a personal profile, add other users as friends, and exchange
comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive short messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a
network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a website that enables online customers to use their collective buying power to take advantage
of deeply discounted prices for a product or service each day.
58) The business-oriented website that lets users post their profiles and connect to a network of
businesspeople is
A) LinkedIn.
B) YouTube.
C) Twitter.
D) Facebook.
E) Yahoo.
59) The social network primarily used for professional networking and job searching is
A) Twitter.
B) LinkedIn.
C) Facebook.
D) YouTube.
E) Facetime.
60) What is the primary purpose of LinkedIn?
A) LinkedIn keeps track of business trends and "breaking news."
B) LinkedIn provides a way to integrate all of one's social networks into a single, comprehensive
news feed.
C) LinkedIn provides a forum for discussion about the difficulties and stresses of the job market.
D) LinkedIn provides a forum to create a conversation between large companies and their
employees.
E) LinkedIn is a platform for professional networking and job searching.
61) Through a network of businesspeople known as ________, members of LinkedIn might gain
an introduction to someone they wish to know through a mutual contact.
A) followers
B) colleagues
C) contacts
D) connections
E) friends
62) All of the following are tips experts recommend to student job seekers using LinkedIn except
which?
A) Write an informative, short, memorable profile headline.
B) Include an appropriate photo of yourself.
C) Include as many recommendations as you can get.
D) Fill in the Skills & Expertise section with keywords that recruiters use in their searches.
E) Set your profile to "public" and include its URL on your resume.
63) If a brand manager wanted to use LinkedIn to promote his or her brand, the best option
would be to
A) join groups of industry professionals to demonstrate the organization's capabilities in
particular areas.
B) monitor profiles for negative mentions of the brand.
C) create a profile for the brand with a fictional "typical" brand user.
D) try to accumulate online "followers" for the business.
E) request to be linked with potentially lucrative customers.
64) In a recent survey of small-business owners, 41 percent see ________ as potentially
beneficial to their company—more than twice that for the other major social networks discussed
in the textbook.
A) Facebook
B) Groupon
C) YouTube
D) Twitter
E) LinkedIn
65) YouTube is
A) a website where users may create a personal profile, add other users as friends, and exchange
comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive short messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a
network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a website that enables online customers to use their collective buying power to take advantage
of deeply discounted prices for a product or service each day.
66) The social network that is used solely for sharing videos is
A) Google.
B) Facebook.
C) YouTube.
D) Twitter.
E) LinkedIn.
67) The most-watched videos on ________ are Luis Fonsi's "Despacito," Wiz Khalifa's "See
You Again," and Ed Sheeran's "Shape of You," with 5.1 billion, 3.5 billion, and 3.4 billion
views, respectively.
A) YouTube
B) Pinterest
C) Twitter
D) Facebook
E) LinkedIn
68) All of the following statements about YouTube are true except which?
A) YouTube is owned by Google.
B) Advertisers have the option of targeting YouTube ads based on people's Google search
histories.
C) Many companies now offer video content through organized channels.
D) YouTube assists small businesses in managing key words for their video ads on the website.
E) Most content is uploaded by professional musicians, videographers, and businesspeople.
69) If a brand manager wants to explain the benefits of using a complex product to consumers,
the best social network to use is
A) YouTube.
B) LinkedIn.
C) Facebook.
D) Twitter.
E) Google Chrome.
70) Which of the following is a guideline for marketing and promoting a brand using YouTube?
A) Use an expert to inform the audience about product features and benefits.
B) Tie the product to a current political or news event.
C) Include humorous content to attract as many viewers as possible.
D) Exploit visual aspects of your message, perhaps sacrificing product messages to tell a more
entertaining story.
E) Limit the video to one minute or less, the same as a TV or radio ad time limit.
71) If a brand manager for Honda creates an offbeat and funny video featuring its latest model,
the best social networking site to publish the video for marketing purposes would be
A) Pinterest.
B) LinkedIn.
C) Twitter.
D) YouTube.
E) a personal blog.
72) YouTube would be an excellent social network to advertise all of the following products
which?
A) power tools
B) financial services
C) cars
D) deep sea diving vacations
E) blenders
73) ________ marketing program is that portion of a company's integrated marketing
communications effort designed to create and deliver online media content that attracts viewer
attention and encourages readers to share it with their social network.
A) A viral
B) A social media
C) An active user
D) A webrooming
E) A customerization
74) A social media marketing plan's purpose is to reach
A) a captive audience who pays close attention to marketing information and buys products
online.
B) end users who buy products online.
C) traditional consumers who buy products in retail stores.
D) active consumers who will communicate with their online friends and the company about the
joys of using a brand.
E) multichannel buyers who browse products online and buy them in stores.
75) A social media marketing plan should reach ________ in hope that they become
"influentials" and eventually "evangelists."
A) two-way communicators
B) end users
C) active consumers
D) followers
E) connections
76) An active consumer who is "delighted" with a brand and its message and then communicates
with their online friends and the company about the joys of using the brand is referred to as
A) an expert.
B) a follower.
C) an end receiver.
D) a traditional consumer.
E) an evangelist.
77) Within the context of social media, an "evangelist" is an online user who
A) who is "delighted" with a brand and its message and then communicates with their online
friends and the company about the joys of using the brand.
B) tries to promote an anticonsumerism agenda to other online users, hindering the effectiveness
of online advertisements.
C) is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by
sending messages to his/her online friends.
D) is indifferent or neutral to advertisements on social networks.
E) is an advocate who develops his/her own Facebook, Twitter, and/or YouTube following and
therefore should be contacted by advertisers about placing an ad on his/her website.
