Marketing Chapter 8 The Type Twitter User That Follows About The Same Number Users Follow

46) The type of Twitter user that follows about the same number of users as follow them is

known as a ________,

A) spammer

B) conversationalist

C) celebrity

D) lurker

E) squatter

47) Which of the following is NOT a type of data available on Google Analytics?

A) tracking which search engines and ads referred visitors to the site

B) tracking what visitors do after they arrive at the site

C) tracking whether visitors register on the site

D) tracking whether visitors viewed a competitor’s ad

E) tracking visitors’ geographic location

48) The number of visitors to the website that have accessed its content is known as ________.

A) unique visitors

B) return visits

C) time spent

D) interaction rate

E) page views

49) ________ measure how many consumers were exposed to the message and its

characteristics.

A) Message receipt measures

B) Media exposure effects

C) Customer profile measures

D) Data aggregation measures

E) Nielsen net effects

50) The largest syndicated research company that assesses how many consumers received a

message and constructs a profile of those who received it is ________.

A) ComScore

B) MRI

C) Arbitron

D) Nielsen

E) Google

51) Which of the following is a perceived weakness of the audience measures used by Nielsen?

A) Advertisers believe minorities are not adequately represented in Nielsen’s panel.

B) It is the largest syndicated company offering measures related to media exposure and

consumption.

C) It does not provide any indication of how many consumers received the message.

D) It does not profile consumers.

E) It does not have panels consisting of groups of consumers who provide continuous data.

52) ________ is a service offered by Google that evaluates the effectiveness of websites and

profiles their users.

A) Spammers

B) Google Analytics

C) Bots

D) Nielsen

E) none of the above

53) ________ is/are a new means to transmit messages that have been fundamentally changing

traditional promotional strategies

A) Network advertising

B) The print media

C) Mass marketing

D) Social media and mobile advertising

E) Segmentation

54) Which media type provides access to large audiences, offers the ability to design and publish

ads quickly, has considerable clutter, and offers messages with short lives?

A) television

B) magazines

C) radio

D) newspapers

E) interactive television

55) Which media type reaches geographic, demographic, and interest-focused groups with

relatively precise targeting and visually high-quality ads that have high credibility, long message

life, and increased exposure due to pass-along readership?

A) television

B) magazines

C) radio

D) newspapers

E) interactive television (iTV)

56) Which media type provides access to large, heterogeneous audiences, is expensive, and

suffers from consumers’ time shifting?

A) television

B) magazines

C) radio

D) newspapers

E) interactive television (iTV)

57) Which media type provides high geographic and demographic audience selectivity, short

lead-time for producing and placing ads, and online access to most broadcasts?

A) television

B) magazines

C) radio

D) newspapers

E) interactive television (iTV)

58) Which media type offers two-way communications between subscribers and providers of

cable or satellite TV, enables marketers to send addressable ads and deploy interactivity between

the sender and receiver, and enables marketers to measure the persuasive impact of their

messages quickly and effectively?

A) network television

B) magazines

C) radio

D) newspapers

E) interactive television (iTV)

59) A billboard with a built-in camera snapped pictures of passersby and posted them on the

billboard with the notification of “Person of Interest Identified” to promote a new show on

citizen-surveillance. The category of media the billboard falls into is ________.

A) interactive television (iTV)

B) out of home media

C) webisodes

D) branded entertainment

E) advergames

60) ________ consist(s) of communications that target consumers in captive and less cluttered

environments outside of their homes.

A) Interactive television (iTV)

B) Out of home media

C) Ambient advertising

D) Branded entertainment

E) Advergames

61) When Chandler, one of the characters on the television show Friends, drank YooHoo

chocolate flavored beverage, it was an example of ________.

A) interactive television (iTV)

B) out of home media

C) webisodes

D) product placement

E) advergames

62) Ford developed a series of ________, or short videos shown online featuring entertainment

centered around its Focus brand, aimed at college students and the active lifestyle.

A) interactive television (iTV)

B) out of home media

C) webisodes

D) branded entertainment

E) advergames

63) ________ feature(s) brands embedded in video games that are played at home, in arcades, or

online.

A) Interactive television (iTV)

B) Out of home media

C) Webisodes

D) Branded entertainment

E) Advergames

64) Companies from which country are currently spending the most annually on mobile

advertising?

A) Great Britain

B) United States

C) Japan

D) Korea

E) Germany

65) In the SOCIAL MEDIA MINI CASE, when consumers shared the messages about the

Wienermobile Run with their friends, it was an example of ________.

A) paid social media

B) owned social media

C) earned social media

D) covert social media

E) exclusive social media

66) In the SOCIAL MEDIA MINI CASE, the use of Twitter is an example of ________.

A) intranet wikis

B) branded blogs and micro blogs

C) social networks

D) widgets, games, and apps

E) mobile phones

67) In the SOCIAL MEDIA MINI CASE, if the marketers from Kraft Foods wanted to

determine which team had the most loyal, long-term followers during the summer-long road

rally, they would track ________ to the team pages on the website.

A) unique visitors

B) cost per unique visitor

C) return visits

D) time spent

E) page views

68) In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team’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

69) In the SOCIAL MEDIA MINI CASE, if Kraft Foods pays Facebook when a Facebook user

clicks on the Wienermobile Run ad, Kraft Foods is utilizing ________.

A) paid social media

B) owned social media

C) earned social media

D) covert social media

E) exclusive social media

70) Social media depend on mobile and web-based technologies to create highly interactive

platforms via which individuals and communities share, co-create, discuss, and modify user-

generated content.

71) A little over a quarter of people who use social media responded that they are more open to

ads recommended by others.

72) Apps collect users’ personal information and provide the information to the app developers.

73) Users “pay” for the Facebook service by providing Facebook with data about their interests,

hobbies, activities, opinions, shopping, friendships, and social contacts.

74) Friends permissions include requests to share users’ highly personal aspects, such as political

or religious affiliation and/or sexual orientation.

75) Two of the down sides of Twitter are: (1) it has become a popular mechanism of consumer

complaints, and (2) hacked Twitter accounts have embarrassed and damaged the reputations of

numerous brands.

76) Best Buy uses Twitter effectively by having qualified employees answer technological

questions for about 40,000 followers.

77) Social media is only used by large, well known brands.

78) Social media only reaches young consumers.

79) Employees should be encouraged to Tweet without guidelines or monitoring for compliance

so they feel free to express themselves.

80) Marketers can track actions and optimize ads with apps on smartphones the same way they

do on computers when consumers are surfing the Internet.

81) Google’s online display ads vary according to users’ profiles or search patterns.

82) Google identifies searchers’ zip codes via their IP addresses.

83) AOL is the largest entity online.

84) iPhone or iPod users can use special software that enables them to browse through products

offered by Amazon.com and other large retailers.

85) Google Analytics measures how many consumers were exposed to messages in magazines

and radio and the characteristics of those consumers.

86) Media exposure effects measure how many consumers were exposed to the message and

their characteristics.

87) Marketers should aim to develop a single message that would appeal simultaneously to its

total audience.

88) Describe the structure of social media.

89) A recent survey conducted by The Wall Street Journal identified the number and type of

permissions sought by the most popular apps. Identify and briefly describe the four basic kinds

of information asked of app users.

90) Provide three examples of effective Tweeting from marketers.

91) Identify the characteristics of effective social media campaigns.

92) Identify and briefly describe the four types of value mobile devices provide to users.

93) Identify the characteristics of mobile ads.

94) What are the steps to design a social media campaign?

95) Identify and briefly describe four of the nine metrics used to analyze websites’ visits.

96) How is one’s influence measured on Twitter?