Which of the following refers to the effect that people experience when they interact with a computer mediated or computer generated environment quizlet?

Which of the following is correctly describing Web 2.0?

Web 2.0 is an interactive social system of users and senders.

The _____ enables developers to introduce new features in products even if testing and refinement are not yet complete.

Perpetual beta

Which of the following is referred to as the 'fifth P' of marketing?

Participation

Which of the four zones of social media mainly assists in the dissemination of content to an audience?

Social publishing

A synchronous interaction is best exemplified by which of the following?

Messaging back and forth via text messaging with your friend.

Broadcasts, digital channels, and print advertisements that reach a large number of people are examples of which type of media?

Mass media

Which of the following completes the sentence, '______ describes a process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks'?

Crowdsourcing

Which of the following completes the sentence '______ enable organizations to leverage the value of crowdsourcing'?

Network effects

The horizontal revolution is characterized by the fact that _____.

Information flows across people.

Which of the following represents the three channels in the social community zone?

Social networking sites, message boards and forums, and wikis

Your social identity is made up of which of the following?

Your Facebook and Twitter accounts.
Your social footprint and lifestream.
Your handle and RSS feed.
Your digital brand name and digital primacy.
Correct
All of the above.

Choose an example of passive digital footprint.

Online visit

Among diverse login motivations, the following is about _____:
People have a natural drive to feel a sense of psychological closeness to others.

Contact comfort & immediacy impulse

Which type of segmentation refers to segmenting markets by age, gender, income, ethnic background, educational attainment, family life cycle, and occupation?

Demographic

The impressions that make up the data that marketers use to paint your social identity are also known as which of the following?

Social footprints

Which of the following refers to the way we represent ourselves via text, images, sounds, and video to others who access the Web?

Social identity

Which of the following does not represent a social footprint?

Charging a purchase at a retail store on your credit card.

What is the following statement describing among five groups consumers?

They tend to adopt them as soon as they are available and share their opinions about their experiences with them. They enjoy public attention and authority in a certain field and it motivates them to share their opinions on new products. Their followers' purchase decision process can be significantly influenced by their opinions.

Early adopters

_____ is the process of dividing a market into distinct groups that have common needs and characteristics.

Market segmentation

_____ is defined as "the technological merger of several industries through various devices that exchange information in common electronic, or digital, formats".

Digital convergence

Among the diverse characteristics of online communities, the following explains what?
"The effect that people experience when they interact with a computer-mediated or computer-generated environment
"A measure of the feeling of community that a learner experiences in an online environment."

(Social) presence

The following statement compares _____ among diverse social media platforms.
"This is where I eat donuts."

Foursquare

Which of the following suggests that social networks will be more effective if there is a way to activate relationships among people and objects?

Social object theory

Which online community characteristic specifies that virtual communities need norms in order to operate?

Standards of behavior

_____ explains that everyone is connected to everyone else by no more than six ties or everyone and everything is six or fewer steps away, by way of introduction, from any other person in the world.

Six degrees of separation

Which of the following does not represent an object?

Faces are objects on Facebook.

Which of the following best defines an open access site?

Enables anyone to participate without registration or identification.

When we think of a social community online (i.e., social network), there are multiple components that can describe the structure.
_____ represent(s) exchanges of resources, information or influence.

Flow

Which of the following describes a person who is knowledgeable about products and whose advice others take seriously?

Opinion leaders

Michelle has a conversation online with Mike, a prospective dating partner on Match.com. During the chat, they arrange to meet at Starbucks for coffee. In social network terms, which of the following is Michelle and Mike's online chat?

An interaction

Which of the following explains the value in strategic planning?

Organizational partners are better able to communicate and coordinate activities.
B.
Helps managers better allocate time and resources.
C.
An organization comes to understand its markets and its competitors.
CorrectD.
All of the above
E.
An organization becomes aware of the changing marketplace environment.

Which positioning statement is best in line with Google?

The world's information in one click.

The social media mix is composed of which of the following?

Social communities, social publishing, social entertainment, and social commerce.

As organizations begin to shift more marketing dollars from traditional advertising to social media marketing, managers will seek out comparisons on metrics such as ROI (Return On Investment) between social media and other media options. Which of the following is necessary to make these comparisons?

Measuring outcomes.

Which of the following is considered the final stage of the strategic planning process?

Execute and measure the campaign.

Which of the following could be part of a social media mix selection in a social media marketing plan?

CorrectA.
All of these.
B.
A YouTube channel.
C.
A corporate blog.
D.
Ads on Facebook.
E.
Snapchat stories

The process of identifying which objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives is best known as which of the following?

Strategic planning

The current problem or opportunity an organization faces is outlined in which of the following?

The situation analysis.

Which of the following people will propagate a brand's message and invite others to the experience?

Influencers

Which of the following highlights relevant aspects of the firm's internal and external environment that could affect the organization's choices, capabilities, and resources?

SWOT analysis

Each content unit must be created and produced. Which of the following can marketers use to document the required characteristics and elements of each content unit?

Creative briefs

Which of the following best describes the social media tactical plan?

The tactical plan describes the why, who, where, what, when, and how of social media marketing.

Find a tactical objective that matches with a following strategic objective:
"Create brand awareness"

Expose interesting content/messages to target audience.

Which of the following is not true of a brand experience?

A.
It should be discoverable so that the brand appears during relevant searches.
B.
It should be authentic and conversational to fit the culture of social media.
C.
The experience should inspire the audience to participate and share.
CorrectD.
All of these are true.
E.
The ideal experience can be thought of as one that captures the sweet spot at which the audience's passions and needs intersect with the brand's identity.

Which of the following best completes the sentence, 'Social media tactics will guide the brand's activities in the zones of social media marketing, but must do so in a way that fits with the ______.'?

Objectives

When Burton posts a humorous video on Facebook of some epic snowboarding fails that bring joy and amusement to the audience, this post is considered which of the following?

Audience-centric

Based on figure 5.2 Channel Characteristics for Major SNSs, which of the following describes the marketer's best objective on LinkedIn?

Business development

Which of the following best completes the sentence, 'Most commonly, tactics rely upon ______ as the social object with which the audience can engage.'?

Content

Based on figure 5.2 Channel Characteristics for Major SNSs, which channel's demographic overview suggests users of 'All Ages' can be targeted there?

YouTube

How is the content strategy document different from a content calendar?

The content strategy document briefly summarizes all content decisions while the content calendar captures which content is scheduled and prioritized for the organization.

Which of the following is not an example of social sharing?

Your high school yearbook.

The following are about self-concept.
Please match each term that correctly matches the description.

Actual self- How a person perceives oneself
Ideal self- How a person would like to perceive oneself
Social Self- How a person presents oneself to others

Which of the following describes the Social Community Zone?

Social networks focus on acquiring and maintaining relationships.
B.
It can be thought of as the 'relationship zone'.
C.
Key activities include collaboration and conversation.
CorrectD.
All of these.
E.
We often converse and collaborate around content.

Which of the following best describes the relationship between creators and lurkers?

Creators actively produce content while lurkers make up 90% of online communities and often redistribute secondary content by sharing without showing active participations.

Which of the following best completes the following,
'Brands can stimulate ______ media, brand-related word-of-mouth communication, by participating and embedding the brand in social communities. Brands seeking a deeper connection to social media users can sponsor a social community or create a dedicated online brand community (OBC), a form of ______ media.'?

Earned, owned

Which of the following does not represent a way in which social networking sites vary?

Network structure.

How does Facebook define 'organic reach'?

The number of people you can reach for free by posting.

An indicator of the brand's success in establishing a known presence within a community is also known as which of the following?

The fan base

Which of the following completes the sentence,
'Research suggests that ______ brand knowledge and emotion ______ the perceived value of the brand in the mind of the consumer'.

increasing, increases

When brands create brand profiles within selected social networking communities, what does the brand act as in the network's social graph?

Node

Which of the following completes the sentence, '______ is defined as a '"strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.""'?

Content marketing

Whereas ______ is all about increasing the prominence of a site on search lists using on-site and off-site tactics, ______ is a process that makes it more likely for content on a specific, social media platform to be visible and linkable in online communities.

Search engine optimization, social media optimization.

The social publishing zone includes which of the following channels?

A.
Blogs
B.
Media sharing sites
C.
Social network sites
D.
Social bookmarking and news sites
CorrectE.
All of these

Which of the following completes the sentence, '______ links are not paid for but are based on the search engine's model for delivering relevant search results'?

Organic

Which of the following completes the sentence,
'______ media organizations like magazines and newspapers use social publishing to promote their products and drive traffic to their ______ media sites.'?

Traditional, owned

Which of the following is content that a person feels intrinsically motivated to prepare and share?

Organic

Which of the following would not be a component of an off-site social media optimization tactic?

Meta tag

A celebrity, Elizabeth Hurley left a message on Twitter,
"If your skin is dry from too much central heating, try Estee Lauder's Hydrationist serum. Just used for first time & it's divine"

What is this?

Sponsored conversations

Which of the following types of content is encouraged by the chance to win a contest or receive free merchandise?

Incentivized

Which of the following best describes a sponsored conversation?

Incentivized

Which of the following best describes a sponsored conversation?

Paid consumer content

With this type of media, marketers can buy advertising space in and around the source of entertainment?

Product placement

Which of the following is FALSE regarding how the social gaming industry makes profit?

Selling social games

An advergame delivers a _____ message.

Branded

Choose an irrelevant component to social entertainment.

Blog

Chipotle developed a mobile social game called Scarecrow that allowed players who achieved average to high marks in the game to earn coupons that could be redeemed at Chipotle locations. This is an example of which of the following?

Advergame

Which of the following is not included in the social entertainment zone?

Social storefronts (i.e., e-commerce)

To create successful in-game advertising, advertisers and marketers should consider diverse matching-dimensions.
Choose a false example of matching-dimension of in-game advertising.

Nice design

Games offer brands each of the following except:

a low level of engagement

Which of the following is considered to be in the realm of social music?

Spotify

Which of the following characteristics is NOT associated with a social game?

(Week 5, Chapter 8)

Pricey

Among diverse social media platforms, which one is the most influential as a social commerce tool as of 2018, according to statista?

Facebook

The case of "C&A Fashion Like" shows how to make use of human psychology to promote fashion products from what perspective?

"I'd like to purchase the fashion product that others also like."

What does the article, "The Social Commerce Attribution Problem: IBM Says Twitter Referred 0% of Black Friday Traffic" imply?

People never referred to Twitter for Black Friday shopping.

Which of the following is a FALSE statement regarding the value of ratings & reviews on the e-commerce sites?

Ratings and reviews are always useful.

a. According to a study by Yim et al. (2014)2, when we shop with others, we tend to purchase a lot ____, compared to when we shop alone, as time passes
b. According to Luo (2005), when consumers shop with a cohesive group (e.g., close friends), they tend to spend _____, compared to when they shop with a non-cohesive group (e.g., parents).

a = more, b = more

_____ lets you see which domains (pages in those domains) are referring traffic to your site.

Referral traffic

Why don't all E-Retailers offer reviews and ratings on their sites?

Brands focus on hiding dissatisfied customers' comments, rather than sharing frank customer evaluations on products and services.

What is the following describing?

The buying and selling of goods or services through Facebook, either through Facebook directly or through the Facebook Open Graph

f-commerce

Choose THREE reasons explaining why f-commerce couldn't be successful.

A.
Restricted designs and layouts on f-commerce

CorrectC.
The main goal of Facebook is not for online shopping.

CorrectD.
A limited number of items companies can sell through f-commerce

Which of the following is a FALSE statement regarding the benefits of social commerce?

A.
Companies can get honest feedback to build solutions that better meet the customers' needs.

CorrectB.
No answer: All of the above is correct.

C.
Social commerce applications result in more data about customer behavior as it relates to the brand.

D.
It enables the marketer to monetize the social media investment by boosting site and store traffic, converting browsers to buyers, and increasing average order value.

E.
Social shopping applications enhance the customer experience.

Homer Simpson gave Dunkin's donuts 9 out of 10, whereas Krispy Kreme's donuts 7 out of 10.
Next time, he won't re-evaluate all the possible choice options but he will choose Dunkin's donuts without hesitation.
What is the function of a brand?

Memory reminder

Which of the following is NOT a statement pertaining to the function of packaging?

Generate an immediate sales increase.

What is it?
"The set of activities designed to create a brand and position it in the minds of consumers - Endowing products and services with the power of the brand"

Branding

Choose the correct order of brand building.

Brand identity
Brand meaning
Brand responses
Brand relationships

In this chapter, we discussed an example of Mercedes-Benz Benz emblem made of wires.
What is the implication we could learn from this example?

C.
Consumers purchase both a brand and a product.

We can easily recognize a brand name from its unique package design even though the brand name is hidden in the package, as exemplified through Coca Cola and Pringles packages.
What's the implication we could learn from these examples?

Packaging is a part of a brand.

Walgreens' generic brand pain relievers that copied Tylenol also use RED packaging.
Accordingly, consumers can easily identify the Walgreens' product as a pain reliever mainly because of the packaging color.
Similarly, Wegman's mixed nuts have somewhat differently colored packages depending on the taste.
Accordingly, consumers can easily choose their previously purchased product.

Heuristic information processing

Which of the following is FALSE regarding the function of colors in marketing?

Generate an immediate sales increase.

Which of the following is NOT an example of brand builders' challenges?

Brand proliferation

B.
Savvy customers - stronger immune system against marketing efforts

C.
Economic downturns

CorrectD.
No answer: All is correct.

E.
Increased costs for R&D

What is this?

"the added value endowed on products and services, which may be reflected in the way consumers think, feel, and act with respect to the brand"

Brand equity

Choose basic steps for online reputation management in order.

1. Monitor the conversation
2. Measure what's being said by whom
3. Manage - engage in and leading the conversation
4. Maximize - evolve your strategy

Which of the following is a false example of online reputation management?

TV

Choose all correct examples pertaining to "preparing for crisis communication".

Remember online visibility

Prepare to fail

Listen constantly

Prepare to respond quickly

Which of the following is false regarding the explanations about traditional PR vs. Web PR?

Web PR:
One-sided information

_____ is the process by which an organization deals with a major event that threatens to harm the organization, its stakeholders, or the general public.

Crisis management

Choose all the examples related to "Damage Control" from the case of Toyota Recall in 2009.

Web announcement regarding their recall

Social media use to explain their recall

Which of the following is false regarding ORM (online reputation management)?

92%: purchase the product if their price is competitive regardless of reputation.

Choose the false description regarding advertising and PR.

Return on investment: Advertising > PR

Which of the following is a false component of online reputation management?

Force them to love your opinions to enhance your online reputation

Which of the following is a false alternative (least effective example) regarding what Domino's had to do in order to recover the crisis caused by their employees' prank video on YouTube?

Run an advertising campaign to reveal their apology

Correctly make the typical order of conducting Netnography.

1. Research planning
2.Entree (learning the subjects)
3.Data collection
4.Interpretation
5.Ensuring ethical standards
6.Research presentation

Which of the following is a false statement regarding the challenges of sentiment analysis?

A.
Defining the sentiment dictionary is difficult.

B.
Accuracy in gauging sentiment with automated tools is not guaranteed.

C.
Cultural factors, linguistic nuances and differing contexts can confuse interpretations.

D.
Accuracy in the categorical data needs to make better use of data.

CorrectE.
All of the results found from sentiment analysis can be accepted as a majority of average consumers' opinions.

Choose a false statement about qualitative research.

C.
Usually a large number of cases representing the population of interest.

Social media monitoring occurs by carefully choosing and searching the appropriate keywords and the relevant social communities.
This process answers four basic questions. Which of the following is a false statement regarding these questions?

A.When was the search term found?
B. Where was the search term found?
CorrectC.
No answer; All of the above is correct.
D.
Who mentioned the search term?
E.
How many times was the search term found?

Choose all correctly matched terms and descriptions.

Non-response error:
The potential that those units not included in the final sample are significantly different from those that were. The answers of respondents differ from the potential answers of those who did not answer.

Biased questions:
Questions that influence respondents' answers (e.g., "some people think cola drinks are bad for them. what do you think about cola?").

Choose an incorrectly described term.

A.
Reach - the number of people exposed to the message

B.
Clickthroughs - the number of people exposed to an online ad or link who actually click on it

C.
Viewthroughs - the number of people who are exposed and do not click thorugh, but who later visit the brand's website

D.
Sales conversions - the number of people who click through who go on to purchase the product

E.No answer; All of the above is correct.

Which of the following has all THREE types of web analytics metrics?

Count

Ratio

KPI

Which of the following is a false statement regarding pros vs. cons of Netnography?

Cons: A lot more expensive and more time-consuming than offline research

Suppose that you're working for Priceline.com and now you'd like to evaluate your marketing campaign's performance on increasing booking while decreasing marketing expenses.
Choose all the appropriate KPIs to identify it.

Average order value

Cost per visit

Which of the following is a false statement regarding pros vs. cons of qualitative and quantitative research?

Qualitative Research Con:
Sample size must be sufficient for predicting the population.

T/F
"Storytelling is better than storydoing."

FALSE

Make correct steps in conducting content marketing.

1. Set objectives - measurable goals
2. Create content plan
3. Define your audience
4. Test and analyze
5. Refine and repeat

Which of the following statement is false regarding the definition of storytelling?

A.
The telling or writing of stories

B.
The interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener's imagination.

C.
The conveying of events in words and images, often by improvisation or embellishment

CorrectD.
No answer; All answers are correct.

E.
A way of transmitting a message in an entertaining and memorable manner

What did the company, Deus Ex Machina, try to sell via their Blog and Website using a format of a story?

E. Lifestyle with a motorbike and outdoor activity

Which of the following is a false example regarding the good content for content marketing?

Content we feel entertaining and fun

T/F

"The case, Steve's visit to Dunkin Donuts contains a story, implying that Dunkin Donuts stores can be very valuable to someone, although you don't realize its value."

True

What did "Dude Perfect" that featured in the case study commercially endorse by using the form of a story?

Callaway

Choose all the tips relevant to the way to maximize the effectiveness of storytelling

It is important to evoke attention for an effective story building.

To be a great story, a low, moderate, and high, and again low levels of tension management is required.

Having a hero in a story can be a good way to make a story interesting

Which of the following is a good example of head copy that stimulates storytelling?

"This Zippo stopped an enemy bullet in Vietnam. It still works today."

_____ explains that viewers tend to interpret and react to the sequence of images rather than a single image and then, attributed those reactions to the actor.

Kuleshov Effect