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

A) content is no longer seen as being created and published in final form exclusively by one author.
B) includes multiple technical updates and formalized rules.
C) uses greater bandwidth to allow for faster media downloads from the Internet.
D) incorporates new functionalities that are customized to each individual.
E) uses a technical interface that is more user-friendly.

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A) fixed fee rate.
B) cost per thousand.
C) cost per action.
D) cost per click.
E) fixed cost.

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A) fan follow-through percentage.
B) click-through rate.
C) pass-through rate.
D) recipient rate.
E) website click rate.

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A) a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it.
B) a fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
C) a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D) a fixed amount of money that is paid to a site for posting an ad for a finite amount of time.
E) a fixed discount is given to a visitor for clicking on an ad.

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A) passive receivers;active receivers.
B) an older demographic;a younger demographic.
C) wealthy;disadvantaged.
D) active receivers;passive receivers.
E) evangelists;brand ambassadors.

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With the 140-character limit (280 for so...

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A) user-generated content
B) technical skill
C) self-disclosure
D) media richness
E) channel

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A) the degree to which a person's thoughts,feelings,likes,and dislikes are made public;the degree of acoustic,visual,and personal contact between two communication partners.
B) the degree of acoustic,visual,and personal contact between two communication partners;the degree to which a person's thoughts,feelings,likes,and dislikes are made public.
C) the quality of the graphics and video on a website;the online conduct that leads to an unfavorable impression.
D) a visual measure;an emotional measure.
E) the extent to which a user personalizes his/her profile page;adding contact information (telephone,address,and e-mail) on one's Facebook profile.

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Traditional media use one-way communicat...

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A) Web 2.0 is the most-used Internet browser,launched in 2004.
B) The ability to access the Internet from smartphones brought on a cultural revolution in how users view and use the Internet.
C) Faster routers allowed for quicker,more efficient Internet service.
D) Internet content can now be continuously modified by all users in a participatory fashion.
E) The technical interface of the Internet has drastically changed since 2004.

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A) more biased
B) lower
C) higher
D) more technological
E) less independent

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A) captive receivers who buy products online.
B) end receivers who buy products online.
C) traditional consumers who buy products in retail stores.
D) active receivers who send user-generated content to both friends and advertisers.
E) traditional receivers who browse products online.

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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 e-mail.
E) Facebook has a nominal fee to join,depending on country of origin.

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A) more likely to track short-term goals than those for traditional media.
B) harder to track than traditional media such as newspapers and magazines because marketing managers can get real figures for the circulation numbers.
C) easiest to track using Twitter.
D) more specific than those for traditional media because of the ease of tracking online behavior.
E) very predictive when it comes to anticipating what will "go viral."

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A) vlogger.
B) friend domain.
C) fan source.
D) fan base.
E) friend pool.

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A) Facebook created an initiative called Instant Articles to improve the speed of news publishing.
B) Facebook introduced the app Moments,which uses facial recognition to prompt users to share photos.
C) Facebook launched a program known as Custom Audiences to allow marketers to use e-mail marketing with mobile users.
D) Facebook eliminated privacy settings when it is accessed via a mobile device for all but its paid advertisers.
E) Facebook added Facebook Live to allow users to broadcast up to four hours of live streaming video.

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A) the number of photos uploaded and the number of characters typed (comments,tweets,etc. ) .
B) purchases made online and purchases made in a store as a result of a link from a social media website.
C) traditional media costs and social media costs.
D) the number of "views" of a YouTube video and the number of "likes" on Facebook.
E) those linked to inputs or costs and those tied to the outputs or revenues.

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A) followers
B) colleagues
C) contacts
D) connections
E) friends

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