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Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

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Question 91

Multiple Choice

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classifying social media,self-disclosure is

A) the degree to which a person's thoughts, feelings, likes, and dislikes are made public.
B) the degree of acoustic, visual, and personal contact between two communication partners.
C) an undesirable effect of social media, in which too much personal information is given resulting in identity theft.
D) a growing trend in which telephone and e-mail communications contribute to one's online profile.
E) behavior that leads to an unfavorable impression on other online users.

F) A) and B)
G) A) and E)

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Question 92

Multiple Choice

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Within the context of social media,an "evangelist" is an online user who

A) is "delighted" about the brand advertised and sends messages to his or her online friends and then back to the advertiser about the joys of using the brand.
B) tries to promote an anti-consumerist agenda to other online users, hindering the effectiveness of online advertisements.
C) is paid by the advertisers to promote the brand's positive qualities by sending messages to his or her online friends.
D) is indifferent to advertisements on social media networks.
E) develops his or her own Facebook, Twitter, and/or YouTube following, and therefore, should be contacted by advertisers about his or her website.

F) All of the above
G) B) and E)

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Question 93

Multiple Choice

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publicly accessible personal journal and online forum for an individual or organization is a __________,whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.

China has consistently blocked __________ use by its citizens.

unintended effect of the proliferation of social media is

downfall to Twitter is that users can feel __________,as they need to check messages at odd hours,and have higher mobile phone bills.

performance measure of average Page views per visitor is the number of

is one way in which the Internet has changed and brought about the term "Web 2.0?"

Traditional media use one-way communication to advertise their products.The consumers are therefore referred to as __________.

Twitter is

fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site is referred to as

According to Figure 19-5 above,which social network was closest to Facebook terms of unique U.S.visitors per month as of September 2011?

concept underlying Bitter Girls focuses on

is a reason users have "unliked" a brand's Facebook Page?

a brand manager wanted to use LinkedIn to promote his or her brand,the best way would be to

is important for marketers to reach college-age students in the U.S.because

wiki is a

per thousand is a measure in which

total number of people who interact with a Post (for example,"like" or make a comment) divided by the total number of people seeing the Post is the

promoting its new Fiesta subcompact,Ford's "Fiesta movement" on Twitter received __________ tweets.