A) the percentage of recipients who have clicked on a link on the page to visit a specific site.
B) the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link.
C) the percentage of customers who buy a product from the brand website.
D) the total number of people who have visited a brand's Facebook page and have become Facebook fans.
E) the total number of people who have purchased the product online divided by the number of people viewing the page.
G) A) and E)
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A) Wikipedia
B) Twitter
C) Facebook
D) Bing
E) Google
G) A) and C)
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A) YouTube
B) LinkedIn
C) Facebook
D) Twitter
E) Pinterest
G) C) and D)
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A) use an expert to inform the audience about product features and benefits
B) tie the product to a current political or news event
C) include humorous content to attract as many viewers as possible
D) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story
E) limit the video to one minute or less, the same as a TV or radio ad time limit
G) A) and E)
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Research suggests, first, be creative in...View Answer
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A) Facebook is the third most-used social network.
B) Facebook has a global presence-one in every five people on the planet use this site.
C) Facebook has almost 80 million active users.
D) Facebook lets people keep in touch through long text entries similar to e-mail.
E) Facebook is just as successful as Twitter.
G) C) and D)
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A) is "delighted" about the brand advertised and sends messages to his/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 a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends.
D) is indifferent or neutral to advertisements on social media networks.
E) is an advocate who develops his/her own Facebook, Twitter, and/or YouTube following and therefore should be contacted by advertisers about placing an ad on his/her website.
G) All of the above
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A) page views.
B) page rate.
C) page load rate.
D) load rate.
E) view rate.
G) A) and D)
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A) visitors who land on a brand's Facebook page divided by the number who arrive by clicking on a Google ad.
B) visitors to a brand's website.
C) visitors who view pages and comment in a given time period.
D) page views divided by visitors in a given time period.
E) total visitors to a website divided by those who click on a link.
G) A) and E)
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Apps are small, downloadable software pr...View Answer
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A) a website where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive "tweets," messages up to 140 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.
G) C) and D)
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A) wiki.
B) blog.
C) chat room.
D) Facebook Page.
E) "tweet."
G) A) and D)
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Brand managers can use social media mana...View Answer
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A) a fixed amount of money paid to the site for every time a visitor clicks on the ad.
B) a fixed amount of money paid to the site for placement of the ad.
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 percentage the site gets paid for placing the ad.
E) a fixed discount given to a visitor for clicking on the ad.
G) B) and C)
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A) respond to user criticisms about a brand through "re-tweets" to develop more satisfied customers.
B) generate brand buzz by developing an official Twitter profile.
C) tweet on topics that provide information of value to their customers.
D) operate promotions in real time.
E) use paid ads and sponsored stories to generate new customers for its advertisers.
G) A) and E)
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A) vlogger.
B) Google Hangout.
C) fan source.
D) fan base.
E) friend source.
G) D) and E)
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A) defines the characteristics of the one or more market segments she wants to reach.
B) buys placement for an ad on a specific section on a social networking site.
C) composes title and copy for the social network ad.
D) decides on the images (photos and videos) used to promote the brand.
E) specifies the web address(es) to which its ad should link based on the brand's social media marketing goals.
G) A) and C)
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A) The purpose of the video was to reinvigorate sales of the Pepsi Next brand.
B) For Pepsi, advertising the "Test Drive" video on Facebook was much more expensive from a CPM standpoint than two 30-second TV spots placed on Fox's American Idol.
C) Pepsi created a new social-media driven website called Pepsi MAX NASCAR with Danica Patrick as the spokesperson following the success of the "Test Drive" video.
D) The Pepsi MAX "Test Drive" video followed the successful "Uncle Drew" TV ads.
E) Pepsi MAX is a new, great-tasting energy drink in the introduction stage of its product life cycle that has "all the sugar and twice the caffeine" as regular Pepsi.
G) A) and B)
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A) one-way consumers.
B) passive receivers.
C) active receivers.
D) traditional consumers.
E) traditional receivers.
G) B) and D)
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A) a video-sharing website in which users can upload, view, and comment on videos.
B) a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized, themed "boards" to categorize their images and then sharing them with other members of the community.
C) a website where users create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them.
D) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
E) a website that enables users to send and receive messages up to 140 characters long.
G) A) and B)
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