Consumer Behavior, 12e (Schiffman/Wisenblit)
1) Which of the following is NOT one of the elements of social media?
A) Profiles let consumers tell others about themselves.
B) Friends are trusted members of the social network.
C) Groups within social networks help users find people with similar interests.
D) Social networks create interactions among group members via discussion boards and content
sharing.
E) All of the above are elements of social media.
2) ________ are chunks of software – installed on one’s computer, tablet, or smartphone – that
are gateways to games, online resources, and social networking.
A) Cookies
B) UPC codes
C) Apps
D) Viruses
E) Blogs
3) Which of the following is NOT one of the four kinds of information that is typically requested
from social media users?
A) basic permissions
B) users permissions
C) friends permissions
D) sensitive information requests
E) prominent permissions
4) Which company used to allow agents to run their own Facebook pages freely, but now
employs a mechanism that monitors what agents say on their Facebook pages for compliance?
A) Farmers
B) Dr. Pepper
C) State Farm
D) Dell
E) McDonald’s
5) Which of the following is a characteristic of effective social media campaigns?
A) Social media campaigns should be completely independent of advertising in social media.
B) Social media campaigns should be handled as if they only reach one audience.
C) Data mining in social media does not have any benefits.
D) Bosses who tweet personally strengthen the connections between their brands and customers.
E) Employees should be allowed to Tweet freely, without any guidelines, on behalf of the
company.
6) ________ consist of messages sent by marketers and delivered to consumers via channels that
the marketers control.
A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media
7) ________ consist of channels where consumers pass along messages about brand to one
another.
A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media
8) ________ consist of messages sent via channels that are not owned by the marketers, who pay
for using the channels.
A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media
9) If Walmart pays Facebook when a Facebook user clicks on Walmart’s ad, Walmart is utilizing
________.
A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media
10) Which of the following is NOT one of the most widely used platforms to transmit social
messages?
A) intranet wikis
B) branded blogs and micro-blogs
C) social networks
D) widgets, games, and apps
E) mobile phones
11) What company is the largest provider of data and targeting tools that advertisers need for
impression-based targeting, as well as the major supplier of real-time bidding to advertisers
seeking impressions among consumers who fit certain criteria?
A) Akamai
B) Yahoo
C) Acxiom
D) ChoicePoint
E) Google
12) Google’s most prominent use is ________.
A) its search engine
B) its web-search ads
C) its online display ads
D) its mobile ads
E) its video ads
13) Results to a consumer’s search query that appear even though an advertiser is not paying
Google for them are called ________ search results.
A) sponsored
B) nuclear
C) fundamental
D) organic
E) subsidized
14) ________ includes means of interactions among people in which they create, share, and
exchange information and ideas in virtual communities and networks.
A) Social media
B) Traditional media
C) Retargeting
D) Mass media
E) Application media
15) ________ is sending promotional messages to consumers’ cell phones, iPads, electronic
readers, and other devices that people carry while on the go.
A) Social media advertising
B) Word-of-mouth advertising
C) Outdoor advertising
D) Mobile advertising
E) Guerrilla advertising
16) Before the report that indicates U.S. companies have spent more on mobile advertising than
any other country, which country was the leader in mobile advertising?
A) Germany
B) Switzerland
C) India
D) Japan
E) China
17) How much did the United States spend on mobile advertising on global media?
A) $1.3 billion
B) $1.7 billion
C) $2.3 billion
D) $4.3 billion
E) $6.43 billion
18) Mobile advertising accounts for ________ percent of the total advertising spending in the
United States and worldwide.
A) one
B) two
C) three
D) four
E) five
19) What is the primary reason for growth of mobile advertising?
A) It is novel so marketers are testing it.
B) More and more people are using smartphones and other mobile Internet devices.
C) Marketers cannot differentiate between mobile advertising and advertising on social media
networks.
D) Marketing budgets have dramatically increased, so there is extra money to experiment in
mobile outlets.
E) Consumers think all mobile advertising is credible, regardless of its source.
20) Mobile devices provide four types of value to users. ________ value describes the
characteristic that the value consumers receive for the money exceeds the value consumers
receive from using non-mobile devices.
A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social
21) Mobile devices provide four types of value to users. ________ value describes the
characteristic that mobile devices save time and money and make life easier and more efficient.
A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social
22) Mobile devices provide four types of value to users. ________ value describes the
characteristic that mobile devices make consumers feel good and relaxed when using the device.
A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social
23) Mobile devices provide four types of value to users. ________ value describes the
characteristic that mobile devices help consumers feel accepted by others and may impress
others.
A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social
24) Where are mobile advertisers spending most of their money?
A) banner ads
B) pop-up ads
C) search ads
D) sponsorships
E) games
25) Research indicates that companies with low credibility and poor reputations should create
________ mobile ads.
A) humorous
B) entertaining
C) novel
D) serious
E) complex
26) Which of the following is a limitation of mobile advertising for marketers?
A) Consumers are reluctant to receive mobile ads.
B) Mobile ads help consumers find useful information like referrals.
C) Ads can take the entire mobile screen; mobile screens are getting larger.
D) Mobile marketers are experimenting with inserting ads in places consumers do not expect to
see any.
E) Banner ads are inexpensive.
27) Which capability is identified as the outstanding capability of mobile advertising?
A) screen size
B) use of geographic locations to deliver contextually relevant offers
C) improved use of referrals
D) improved use of cookies
E) ad creativity
28) A creative mobile promotion offered by a restaurant, which gives consumers a live video
feed from its kitchen to their mobile phones, is called ________.
A) Instagram
B) vine voyeurism
C) culinary voyeurism
D) GPS video
E) foodie video
29) The ability for smartphones to communicate with each other wirelessly without Wi-Fi is
called ________.
A) narrowcasting
B) near field communications
C) zapping
D) stationary communications
E) Google Goggles
30) Smobile stands for ________.
A) solar + mobile
B) sustainable + mobile
C) smooth + mobile
D) social + mobile
E) self + mobile
31) Effective social media advertising is the result of ________.
A) systematic planning
B) total freedom
C) defined character
D) quirky novelty
E) customer dogmatism
32) Which of the following is the correct order of the steps to design effective social media
campaigns?
A) produce campaign content; define campaign objectives & strategic approaches; examine
platforms and determine which ones to use; examine pricing models and set expenditures needed
to achieve objectives; measure campaign effectiveness
B) define campaign objectives and strategic approaches; examine platforms and determine which
ones to use; produce campaign content; examine pricing models and set expenditures needed to
achieve objectives; measure campaign effectiveness
C) define campaign objectives & strategic approaches; examine platforms and determine which
ones to use; examine pricing models and set expenditures needed to achieve objectives; produce
campaign content; measure campaign effectiveness
D) define campaign objectives & strategic approaches; examine pricing models and set
expenditures needed to achieve objectives; produce campaign content; examine platforms and
determine which ones to use; measure campaign effectiveness
E) examine pricing models and set expenditures needed to achieve objectives; define campaign
objectives & strategic approaches; produce campaign content; examine platforms and determine
which ones to use; measure campaign effectiveness
33) Promotions placed on social media employ ________, which are digital tracking devices that
enable senders to monitor the receivers’ responses precisely and immediately.
A) electronic bread crumbs
B) demographic tags
C) electronic cookies
D) QR codes
E) UPC codes
34) ________ is the measure of number of visitors to the website that have accessed the
website’s content.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
35) ________ is the measure of the total cost of placing the application or ad divided by the
number of unique visitors.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
36) ________ is the measure of average number of times a user returns to the site in a specific
period.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
37) ________ is the measure of the amount of time from the start of the visit until the end of the
last activity on the page.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
38) ________ is the measure of the number of pages that users have clicked through.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
39) Lonnie is responsible for online customer acquisition at a direct marketing firm. His
objective is to drive low-cost, high quality traffic to the company’s website. Which metric would
be the best indicator of how efficiently he spent his online advertising budget?
A) unique visitors
B) cost per unique visitor
C) return visits
D) time spent
E) page views
40) ________ is the measure of the proportion of viewers who interact with an ad or application.
A) Unique visitors
B) Interaction rate
C) Actions taken
D) Conversation-related measures
E) Visitors’ demographics
41) ________ during a visit include entering contests, responding to polls’ questions, redeeming
coupons, playing games, posting comments, sending messages, inviting friends and downloading
or uploading materials and applications.
A) Unique visitors
B) Interaction rate
C) Actions taken
D) Conversation-related measures
E) Visitors’ demographics
42) ________ include the number of unique visitors participating, the number of links related to
the conversation that participants reach during the conversation, the duration between the first
and last posts during the conversation, and the average time between posts.
A) Unique visitors
B) Interaction rates
C) Actions taken
D) Conversation-related measures
E) Visitors’ demographics
43) When measuring the demographics of a site’s visitors, marketers are likely to be concerned
with ________.
A) examining how the target audience navigates around the site
B) examining which demographic profiles have the most engagement
C) evaluating whether content is a good match with users and whether it converts many into
buyers
D) determining how to improve the sell rate and reduce the cost per impression
E) all of the above
44) Which of the following is one of the measures of one’s degree of influence on Twitter?
A) the Twitter’s number of followers
B) the number of people following the followers
C) the frequency of updating tweets
D) the extent to which one’s tweets are reference or cited
E) all of the above
45) The type of Twitter user that has many followers but follows very few, if any, users, is
known as a ________.
A) spammer
B) conversationalist
C) celebrity
D) lurker
E) squatter