Consumer behavior 12th edition schiffman test bank

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Consumer Behavior, 12e (Schiffman/Wisenblit) Chapter 8 From Print and Broadcast to Social Media and Mobile Advertising 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.

Answer: E Diff: 2 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology 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 Answer: C Diff: 1 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology 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 Answer: E Diff: 2 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Analytical thinking

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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 Answer: A Diff: 1 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Reflective thinking 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.

Answer: D Diff: 2 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Analytical thinking 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 Answer: B Diff: 1 Skill: Concept LO: 8.2: To understand advertising channels and promotional strategies on social media.

AACSB: Information technology

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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 Answer: C Diff: 1 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology 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 Answer: A Diff: 1 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology 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 Answer: A Diff: 1 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology

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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 Answer: A Diff: 1 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology 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 Answer: E Diff: 2 Skill: Application LO: 8.2: To understand advertising channels and promotional strategies on social media.

AACSB: Information technology 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 Answer: A Diff: 1 Skill: Concept LO: 8.2: To understand advertising channels and promotional strategies on social media.

AACSB: Information technology

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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 Answer: D Diff: 2 Skill: Concept LO: 8.2: To understand advertising channels and promotional strategies on social media.

AACSB: Information technology 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 Answer: A Diff: 1 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology 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 Answer: D Diff: 1 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology

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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 Answer: D Diff: 2 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Reflective thinking 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 Answer: C Diff: 3 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Reflective thinking 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 Answer: A Diff: 2 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Reflective thinking

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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.

Answer: B Diff: 1 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Analytical thinking 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 Answer: A Diff: 2 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology 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 Answer: C Diff: 2 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology

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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 Answer: D Diff: 2 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology 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 Answer: E Diff: 2 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology 24) Where are mobile advertisers spending most of their money?

A) banner ads B) pop-up ads C) search ads D) sponsorships E) games Answer: C Diff: 1 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Reflective thinking

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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 Answer: D Diff: 2 Skill: Application LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Application of knowledge 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.

Answer: A Diff: 2 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology 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 Answer: B Diff: 1 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology

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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 Answer: C Diff: 2 Skill: Application LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Application of knowledge 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 Answer: B Diff: 2 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology 30) Smobile stands for ________.

A) solar + mobile B) sustainable + mobile C) smooth + mobile D) social + mobile E) self + mobile Answer: D Diff: 1 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology

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31) Effective social media advertising is the result of ________.

A) systematic planning B) total freedom C) defined character D) quirky novelty E) customer dogmatism Answer: A Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Reflective thinking 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 Answer: B Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Reflective thinking 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 Answer: C Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 11 Copyright © 2019 Pearson Education, Inc.

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 Answer: A Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 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 Answer: B Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 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 Answer: C Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology

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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 Answer: D Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 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 Answer: E Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 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 Answer: B Diff: 2 Skill: Application LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology

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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 Answer: B Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 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 Answer: C Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 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 Answer: D Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology

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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 Answer: E Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 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 Answer: E Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 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 Answer: C Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology

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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 Answer: B Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 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 Answer: D Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 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 Answer: A Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Reflective thinking

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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 Answer: B Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Reflective thinking 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 Answer: D Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Reflective thinking 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.

Answer: A Diff: 2 Skill: Application LO: 8.4: To understand audience measurement and media reach.

AACSB: Reflective thinking

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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 Answer: B Diff: 1 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Reflective thinking 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 Answer: D Diff: 1 Skill: Concept LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Reflective thinking 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 Answer: D Diff: 1 Skill: Application LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Application of knowledge

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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) Answer: B Diff: 1 Skill: Application LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Application of knowledge 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) Answer: A Diff: 1 Skill: Application LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Application of knowledge 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) Answer: C Diff: 1 Skill: Application LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Application of knowledge

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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) Answer: E Diff: 1 Skill: Application LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Application of knowledge 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 Answer: B Diff: 2 Skill: Application LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Application of knowledge 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 Answer: B Diff: 2 Skill: Application LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Application of knowledge

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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 Answer: D Diff: 2 Skill: Application LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Application of knowledge 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 Answer: C Diff: 2 Skill: Application LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Application of knowledge 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 Answer: E Diff: 1 Skill: Concept LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Reflective thinking

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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 Answer: B Diff: 1 Skill: Concept LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Reflective thinking SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams.

Each team's vehicle had its own name. Teams raced around the country to accumulate points.

Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification.

They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.

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 Answer: C Diff: 2 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology

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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 Answer: B Diff: 2 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology 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 Answer: C Diff: 2 Skill: Application LO: 8.4: To understand audience measurement and media reach.

AACSB: Application of knowledge 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 Answer: E Diff: 1 Skill: Application LO: 8.4: To understand audience measurement and media reach.

AACSB: Application of knowledge

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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 Answer: A Diff: 1 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology 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 usergenerated content.

Answer: TRUE Diff: 1 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology 71) A little over a quarter of people who use social media responded that they are more open to ads recommended by others.

Answer: TRUE Diff: 2 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Application of knowledge 72) Apps collect users' personal information and provide the information to the app developers.

Answer: TRUE Diff: 1 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology 73) Users "pay" for the Facebook service by providing Facebook with data about their interests, hobbies, activities, opinions, shopping, friendships, and social contacts.

Answer: TRUE Diff: 2 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Application of knowledge

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74) Friends permissions include requests to share users' highly personal aspects, such as political or religious affiliation and/or sexual orientation.

Answer: FALSE Diff: 2 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Reflective thinking 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.

Answer: TRUE Diff: 2 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Application of knowledge 76) Best Buy uses Twitter effectively by having qualified employees answer technological questions for about 40,000 followers.

Answer: TRUE Diff: 1 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Application of knowledge 77) Social media is only used by large, well known brands.

Answer: FALSE Diff: 1 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Application of knowledge 78) Social media only reaches young consumers.

Answer: FALSE Diff: 1 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Reflective thinking 79) Employees should be encouraged to Tweet without guidelines or monitoring for compliance so they feel free to express themselves.

Answer: FALSE Diff: 2 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Application of knowledge 25 Copyright © 2019 Pearson Education, Inc.

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.

Answer: FALSE Diff: 3 Skill: Concept LO: 8.2: To understand advertising channels and promotional strategies on social media.

AACSB: Information technology 81) Google's online display ads vary according to users' profiles or search patterns.

Answer: FALSE Diff: 3 Skill: Concept LO: 8.2: To understand advertising channels and promotional strategies on social media.

AACSB: Information technology 82) Google identifies searchers' zip codes via their IP addresses.

Answer: TRUE Diff: 2 Skill: Application LO: 8.2: To understand advertising channels and promotional strategies on social media.

AACSB: Information technology 83) AOL is the largest entity online.

Answer: FALSE Diff: 1 Skill: Application LO: 8.2: To understand advertising channels and promotional strategies on social media.

AACSB: Application of knowledge 84) iPhone or iPod users can use special software that enables them to browse through products offered by Amazon.com and other large retailers.

Answer: TRUE Diff: 1 Skill: Application LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Application of knowledge 85) Google Analytics measures how many consumers were exposed to messages in magazines and radio and the characteristics of those consumers.

Answer: FALSE Diff: 1 Skill: Application LO: 8.4: To understand audience measurement and media reach.

AACSB: Application of knowledge

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

Answer: TRUE Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 87) Marketers should aim to develop a single message that would appeal simultaneously to its total audience.

Answer: FALSE Diff: 1 Skill: Application LO: 8.5: To understand technology's impact on traditional broadcast media AACSB: Application of knowledge 88) Describe the structure of social media.

Answer: (1) Profiles are the ways in which consumers tell others about themselves (their age, personality, and interests). (2) Friends are trusted members of the social network used. They are allowed to post comments that designated members of the network can read. The networks allow users to keep tabs on what their friends are doing online (posting pictures or updating profiles).

(3) Groups within social networks help users find people with similar interests. (4) Social networks create interactions among group members via discussion boards and by allowing members to post pictures, music, video clips, and other tidbits for the groups' members to view.

(5) Consumers must have opt-ins and opt-outs that allow them to control the information that they share with friends and the information they receive from others.

Diff: 2 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology 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.

Answer: (1) Basic permissions include name, ID, gender, photo, personal demographics, and list of friends. (2) User permissions are requests to allow the installation of the applications on the users' computers. (3) Friends permissions include requests about sharing information the users have about friends using the same app. (4) Sensitive information requests include questions about users' highly personal aspects, like political or religious orientation and sexual orientation.

Diff: 2 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Information technology

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90) Provide three examples of effective Tweeting from marketers.

Answer: Answers may vary. Examples from the text included: Company Sending Number of Consumers Tweets Written By Tweets to Customers Following and Content Sent Over two million consumers One writer from the company's receive recipes and answers to main account, as well as questions. A weekly Twitter chat individual accounts created Whole Foods among followers addresses such and handled by different Supermarkets issues as holiday menu planning. stores.

Over one million travelers receive promotional messages and stranded ones receive help.

Complaints are answered quickly. Tweets reflect the A team of about 10 people company's casual and humorous from the company's customer culture, but not always; a social relations department handles media crisis plan takes over the the account during the airlines' Southwest Airlines account during accidents. hours of operation.

Several thousand employees who have enrolled via a site that has verified their The account has about forty employment status and have thousand followers. Qualified studied specific guidelines employees answer technological respond to customers' Best Buy questions. questions.

Diff: 1 Skill: Application LO: 8.1: To understand consumer behavior and engagement with social media.

AACSB: Application of knowledge 91) Identify the characteristics of effective social media campaigns.

Answer: (1) Social media campaigns must be planned together with advertising in traditional media. (2) Marketers must consider the fact that social media reaches, simultaneously, several audiences (i.e., consumers, retailers, and other parties with whom the company does business), which justifies larger advertising budgets. (3) Executives should closely examine consumers' clicks on the "like" buttons and "mine" data from their Facebook pages in order to develop new niches for their products (sometimes with partners in other product categories). (4) Bosses who Tweet personally strengthen the connections between their brands and customers. (5) Employees should be encouraged to Tweet, but guidelines for such communications must be set and monitored for compliance. However, research suggests than many CEOs resent (and even fear) using Twitter.

Diff: 2 Skill: Concept LO: 8.1: To understand consumer behavior and engagement with social media.

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

Answer: Mobile devices provide four types of value to users: (1) Monetary value: the device provides good value for the money that also exceeds the value consumers receive from using non-mobile communication devices; (2) Convenience value: saving time and money, efficiency, and making life easier; (3) Emotional value: feeling good and relaxed when using the device; and (4) Social value: being accepted by others and impressing them. The results indicated that the higher the values that consumers receive from mobile devices, the more likely they are to use them to purchase products and engage in word-of-mouth about what they had bought.

Diff: 2 Skill: Concept LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology 93) Identify the characteristics of mobile ads.

Answer: 1. Mobile marketers are spending most of their money on search ads. 2. Marketers have been creating mobile ads that are fun, pay rewards, and help customers find useful information (e.g., referrals). 3. As smartphone screens become larger, marketers began using mobile ads that take over the entire screen. 4. Some mobile marketers have been experimenting with inserting ads in places where consumers do not expect to see any in an effort to overcome consumers' tuning out promotional messages. For example, Facebook and Twitter have slipped ads into the flow of digital conversations. Some models of the Kindle e-reader display messages for local services whether users use the device or let it "go to sleep." 5. Many advertisers use banner ads on mobile device screens because such ads are cheap, although most recognize that consumers find banners annoying.

Diff: 2 Skill: Application LO: 8.3: To understand the dynamics and potential of mobile advertising.

AACSB: Information technology 94) What are the steps to design a social media campaign?

Answer: 1. Define the campaign's objectives and strategic approaches. 2. Examine the platforms available and determine which ones to use in order to achieve the objectives. 3. Produce the campaign's content using internal or external resources. 4. Examine the pricing models for securing access to social media, which, unlike buying advertising space on traditional print and broadcast communication channels, vary greatly. Then, set the expenditures needed to achieve the campaign's objectives. 5. Measure the campaign's effectiveness.

Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Reflective thinking

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

Answer: Answers will vary. They should include four of the following: 1. Unique visitors: this measure consists of the number of visitors to the website that have accessed its content. User profiles (based on their web addresses) are also monitored.

2. Cost per unique visitor: the total cost of placing the application or ad divided by the number of unique visitors.

3. Return visits: this measure consists of the average number of times a user returns to the site within a specific period.

4. Time spent: the average amount of time from the start of the visit until the end of the last activity on the page.

5. Page views: the average number of pages that users have clicked through.

6. Interaction rate: the proportion of viewers who interact with an ad or application.

7. The actions taken during visits such as: entering contests, responding to polls' questions, redeeming coupons, playing games, posting comments, sending messages, inviting friends and downloading or uploading materials and applications.

8. Conversation-related measures 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 number of time between posts.

9. Measuring the visitors' demographics: (1) Examining how the target audience navigates around the site and which demographic profiles have the most engagement; (2) Evaluating whether the content created is a good match with the users and whether it converts many into buyers; and (3) Determining how to improve the sell rate and reduce the cost per impression.

Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology 96) How is one's influence measured on Twitter?

Answer: The Twitter's number of followers, the number of people following the followers, the frequency of updating tweets, and the extent to which one's tweets are referenced or cited.

Diff: 2 Skill: Concept LO: 8.4: To understand audience measurement and media reach.

AACSB: Information technology

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