Chapter-8 Test Bank

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Chapter 8
Consumer Bahvior (KIMEP University)
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Consumer Behavior, 11e (Schiffman/Kanuk)

Chapter 8 From Print and Broadcast to Social Media and Mobile Advertising
1) In ________, advertisers specify the criteria of the persons they wish to reach online and then
bid in real time for the opportunities to reach such people.
A) segment auctions
B) impression-based targeting
C) segment-based targeting
D) data aggregation
E) retargeting
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 8.1: To understand the strategic superiority of impression-based (eyeballs) over
segment-based targeting.
Learning Outcome: 9: Discuss the techniques marketers use to change consumers' attitudes
AACSB: Information technology
2) ________ is a technique that allows advertisers to reach the right user, in the right place, at the
right time and assign an individual value to a particular ad impression.
A) Real-time bidding
B) Dynamic targeting
C) Segment-based targeting
D) Data aggregation
E) Retargeting
Answer: A
Diff: 2
Skill: Concept
3) In ________, advertisers pre-negotiate prices for advertising space in media whose audiences
largely match the profiles of the consumers the advertisers target.
A) segment auctions
B) impression-based targeting
D) data aggregation
E) retargeting
Answer: C
Diff: 1
Skill: Concept
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4) Which of the following is NOT one of the advantages of impression-based targeting?

A) less waste coverage
B) the ability for consumers to interact with advertisements
C) the ability to gain immediate feedback
D) the ability to reach diverse mass audiences who are not part of the target audience
E) the ability to eliminate ad skipping and time shifting
Answer: D
Diff: 2
Skill: Concept
5) If a consumer looks up a pair of Cole Haan shoes on Rue La La's website, and then an ad
promoting Cole Haan's sale follows her and shows up when she is reading her newsfeed on
Facebook, the marketer is engaged in ________.
A) segment auctions
B) cyberstalking
D) data warehousing
E) retargeting
Answer: E
Diff: 2
Skill: Application
6) 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
Learning Obj: 8.2: To understand Google's targeting and advertising capabilities and its value to
both consumers and marketers.
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7) 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
8) 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
9) ________ 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
Learning Obj: 8.3: To understand the dynamics of social media and its strategic and promotional
advantages over other media.
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10) 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
11) ________ 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
12) 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) user permissions
C) friends permissions
D) sensitive information requests
E) prominent permissions
Answer: E
Diff: 2
Skill: Concept
AACSB: Analytical thinking
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13) 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
AACSB: Reflective thinking
14) 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
15) ________ 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
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16) ________ consist of channels where consumers pass along messages about brand to one
another.
Answer: C
Diff: 1
Skill: Concept
17) ________ consist of messages sent via channels that are not owned by the marketers, who
pay for using the channels.
Answer: A
Diff: 1
Skill: Concept
18) 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
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19) 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
20) ________ 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
Learning Obj: 8.4: To understand how consumers use mobile media and their reactions to
mobile advertising.
21) Before the recent 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
mobile advertising.
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22) How much did the United States spend on mobile advertising in 2012?
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
mobile advertising.
23) 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
mobile advertising.
24) 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
mobile advertising.
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25) 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
mobile advertising.
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
mobile advertising.
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
mobile advertising.
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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
mobile advertising.
29) 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
mobile advertising.
30) 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
mobile advertising.
AACSB: Application of knowledge
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31) 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
mobile advertising.
32) 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
mobile advertising.
33) 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
mobile advertising.
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34) 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
mobile advertising.
35) Smobile (in "Smobile Web") stands for ________.

A) solar + mobile
B) sustainable + mobile
C) smooth + mobile
D) social + mobile
E) self + mobile
Answer: D
Diff: 1
Skill: Concept
mobile advertising.
36) 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
Learning Obj: 8.5: To understand how to measure the effectiveness of advertising in traditional
and social media.
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37) Which 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 & 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
and social media.
38) 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
and social media.
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39) ________ 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
and social media.
40) ________ is the measure of the total cost of placing the application or ad divided by the
number of unique visitors.
A) Unique visitors
C) Return visits
D) Time spent
E) Page views
Answer: B
Diff: 1
Skill: Concept
and social media.
41) ________ is the measure of average number of times a user returns to the site in a specific
period.
A) Unique visitors
C) Return visits
D) Time spent
E) Page views
Answer: C
Diff: 2
Skill: Concept
and social media.
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42) ________ 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
C) Return visits
D) Time spent
E) Page views
Answer: D
Diff: 1
Skill: Concept
and social media.
43) ________ is the measure of the number of pages that users have clicked through.
A) Unique visitors
C) Return visits
D) Time spent
E) Page views
Answer: E
Diff: 1
Skill: Concept
and social media.
44) 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
and social media.
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45) ________ 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
and social media.
46) ________ 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
Answer: C
Diff: 1
Skill: Concept
and social media.
47) ________ 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
Answer: D
Diff: 1
Skill: Concept
and social media.
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48) 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
and social media.
49) 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
and social media.
50) 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
and social media.
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51) 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
and social media.
52) 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
and social media.
53) The process of turning visitors into users/shoppers is also known as ________.
A) conversion
B) repetition
C) exchange
D) adaptation
E) transformation
Answer: A
Diff: 2
Skill: Concept
and social media.
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54) ________ 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
and social media.
55) 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
and social media.
56) 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
and social media.
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57) ________, which are small devices that monitor codes embedded into audio streams of
media that consumers receive which are equipped with GPS, that consumers clip onto their belts
and wear all day, were developed by ________.
A) PPMs; Nielsen
B) PPMs; Arbitron
C) PPMs; ComScore
D) GPSs; Nielsen
E) GPSs; Arbitron
Answer: B
Diff: 1
Skill: Concept
and social media.
58) ________ enables senders to separate consumers with similar characteristics and response
styles into different groups so they can create specific messages for each target group and to run
the messages in specific media that are seen, heard, or read by the relevant target group.
A) Perception
B) A universal appeal
C) Mass marketing
D) Exposure
E) Segmentation
Answer: E
Diff: 1
Skill: Concept
Learning Obj: 8.6: To understand the advancement of print and broadcast media into electronic
communications.
59) 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
communications.
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60) 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
Answer: B
Diff: 1
Skill: Application
communications.
61) 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
Answer: A
Diff: 1
Skill: Application
communications.
62) 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
communications.
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63) 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
communications.
64) 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
communications.
65) When a company that produces cookies heats bus shelters in Chicago and makes them smell
like fresh-baked cookies, they are engaged in ________.
C) ambient advertising
E) advergames
Answer: C
Diff: 2
Skill: Application
communications.
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66) When Chandler, one of the characters on the television show Friends, drank YooHoo
chocolate flavored beverage, it was an example of ________.
C) webisodes
D) product placement
E) advergames
Answer: D
Diff: 2
Skill: Application
communications.
67) 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.
C) webisodes
E) advergames
Answer: C
Diff: 2
Skill: Application
communications.
68) ________ 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
communications.
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69) Companies from which country spend the most annually on branded entertainment?
A) Great Britain
B) United States
C) Japan
D) Korea
E) Germany
Answer: B
Diff: 1
Skill: Concept
communications.
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.
70) In the SOCIAL MEDIA MINI CASE, when consumers shared the messages about the
Wienermobile Run with their friends, it was an example of ________.
Answer: C
Diff: 2
Skill: Application
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71) 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
72) 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
and social media.
73) 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
and social media.
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74) 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 ________.
Answer: A
Diff: 1
Skill: Application
75) Impression-based targeting occurs when advertisers pre-negotiate prices for advertising
space in media whose audiences largely match the profiles of the target audience.
Answer: FALSE
Diff: 2
Skill: Concept
76) Data aggregators construct consumer profiles based on cookies documenting peoples' online
surfing and identify prospective customers for specific products.
Answer: TRUE
Diff: 1
Skill: Concept
77) One of the benefits of impression-based ads is receivers can view and rotate images, click on
links for detailed information about the products, and compare brands.
Answer: TRUE
Diff: 1
Skill: Concept
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78) Feedback from ads placed in traditional media is usually delayed and often of limited use.
Answer: TRUE
Diff: 2
Skill: Concept
79) Receivers' interest in segment-based targeted ads can be determined immediately by

observing the elements they click on within the ads, how long they stay at the website, and how
often they return.
Answer: FALSE
Diff: 2
Skill: Concept
80) Binge viewers are people who record an entire season of a TV series and then watch all the
episodes consecutively and without commercials.
Answer: TRUE
Diff: 2
Skill: Application
81) Retargeting occurs when ads for specific products that consumers have pursued online
follow them and show up repeatedly whenever they go online using the same computer.
Answer: TRUE
Diff: 1
Skill: Concept
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82) Google's online display ads vary according to users' profiles or search patterns.
Answer: FALSE
Diff: 3
Skill: Concept
83) Google identifies searchers' zip codes via their IP addresses.

Answer: TRUE
Diff: 2
Skill: Application
84) AOL is the largest entity online.

Answer: FALSE
Diff: 1
Skill: Application
85) 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 user-
generated content.
Answer: TRUE
Diff: 1
Skill: Concept
86) 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
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87) Apps collect users' personal information and provide the information to the app developers.
Answer: TRUE
Diff: 1
Skill: Concept
88) 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
89) 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
90) 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
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91) Best Buy uses Twitter effectively by having qualified employees answer technological
questions for about forty thousand followers.
Answer: TRUE
Diff: 1
Skill: Application
92) Social media is only used by large, well known brands.

Answer: FALSE
Diff: 1
Skill: Application
93) Social media only reaches young consumers.

Answer: FALSE
Diff: 1
Skill: Concept
94) 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
95) 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
mobile advertising.
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96) iPhone or iPod users can use special software that enables them to browse through products
offered by Amazon.com and other large retailers, take pictures of products they see in stores or
outside and transmit them to Amazon.com so Amazon can give them recommendations, and
purchase the products from Amazon.com.
Answer: TRUE
Diff: 1
Skill: Application
mobile advertising.
97) 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
and social media.
98) Portable people meters are small devices, equipped with GPS, that consumers clip onto their
belts and wear all day in exchange for monetary incentives.
Answer: TRUE
Diff: 2
Skill: Concept
and social media.
99) Marketers should aim to develop a single message that would appeal simultaneously to its
total audience.
Answer: FALSE
Diff: 1
Skill: Application
communications.
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100) What are the advantages of impression-based targeting (relative to segment-based

targeting)?
Answer:
1. Advertisers employing segment-based promotion invariably pay for reaching people who are
neither inclined to buy their products when they see the ads nor likely to become future
customers, and who also tune out advertisements for products they are not interested in.
Impression-based targeting enables marketers to identify which advertising expenditures are
wasted and design messages that reach primarily, but not even fully or close to it, receivers
whose characteristics match the marketers' targets.
2. In addition to being mostly "one-size-fits-all," messages sent via traditional media are one-
way communications and the consumers who receive them cannot interact with their contents. In
contrast, receivers of impression-based ads can view and rotate images, click on links for
detailed information about the products, compare brands, and much more.
3. According to the communications model, consumers' responses to ads represent feedback or
measures of the ads' effectiveness. Feedback from ads placed in traditional media is delayed and
often of limited use. On the other hand, receivers' interest in impression-based ads can be
determined immediately by observing the elements they click on within the ads, how long they
stay at the website and how often they return, among other measures discussed later on in this
chapter.
4. Consumers can easily escape TV ads by "time shifting," which is starting to watch a show
about fifteen minutes after it begins and using devices that allow them to skip commercials
easily.
Diff: 2
Skill: Concept
101) 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
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102) 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
103) 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
Whole Foods Over two million consumers One writer from the company's
Supermarkets receive recipes and answers to main account, as well as
questions. A weekly Twitter chat individual accounts created and
among followers addresses such handled by different stores.
issues as holiday menu planning.
Southwest Airlines Over one million travellers receive A team of about 10 people from
promotional messages and strandedthe company's customer
ones receive help. Complaints are relations department handles the
answered quickly. Tweets reflect account during the airlines'
the company's casual and hours of operation.
humorous culture, but not always;
a social media crisis plan takes
over the account during accidents.
Best Buy The account has about forty Several thousand employees
thousand followers. Qualified who have enrolled via a site that
employees answer technological has verified their employment
questions. status and have studied specific
guidelines respond to customers'
questions.
Diff: 1
Skill: Application
104) Identify the characteristics of effective social media campaigns.

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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
105) 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
mobile advertising.
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106) 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
mobile advertising.
107) 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
and social media.
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108) 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
and social media.
109) 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
and social media.
36

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Consumer Behavior, 11e (Schiffman/Kanuk)

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4) Which of the following is NOT one of the advantages of impression-based targeting?

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7) Google's most prominent use is ________.

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14) Which of the following is a characteristic of effective social media campaigns?

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24) What is the primary reason for growth of mobile advertising?

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29) Where are mobile advertisers spending most of their money?

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31) Which of the following is a limitation of mobile advertising for marketers?

32) Which capability is identified as the outstanding capability of mobile advertising?

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35) Smobile (in "Smobile Web") stands for ________.

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

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79) Receivers' interest in segment-based targeted ads can be determined immediately by

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83) Google identifies searchers' zip codes via their IP addresses.

84) AOL is the largest entity online.

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92) Social media is only used by large, well known brands.

93) Social media only reaches young consumers.

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100) What are the advantages of impression-based targeting (relative to segment-based

101) Describe the structure of social media.

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103) Provide three examples of effective Tweeting from marketers.

Company Sending Number of Consumers

104) Identify the characteristics of effective social media campaigns.

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106) Identify the characteristics of mobile ads.

107) What are the steps to design a social media campaign?

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109) How is one's influence measured on Twitter?

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