Test Bank for Marketing: Real People, Real Choices, 12th Edition by Michael R. Solomon

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Complete Chapters Included

Chap 1 to 14 ✅
Marketing: Real People, Real Choices, 12e (Solomon)
Chapter 14 Promotion II: Social Media Platforms and Other Promotion Elements

1) Which word represents the fact that today's consumers increasingly get their information,
news, and entertainment via their social interaction with friends, family, and even strangers?
A) media multitasking
B) second screening
C) groundswell
D) cord-cutting
E) social media
Answer: C
Difficulty: Easy
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

2) The largest single social media platform, Facebook now has about ________ active users
worldwide.
A) 0.3 billion
B) 3 billion
C) 3 million
D) 1 billion
E) 300 million
Answer: B
Difficulty: Moderate
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

3) ________, introduced in 2016, has over 1.2 billion active users.
A) Instagram
B) Facebook
C) TikTok
D) YouTube
E) Snapchat
Answer: C
Difficulty: Moderate
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities




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,4) Consumers, especially younger ones, spend more and more time engaged in ________,
consuming multiple forms of media simultaneously.
A) second screening
B) cord-cutting
C) social networking
D) cosplaying
E) sponsoring posts
Answer: A
Difficulty: Easy
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

5) ________ refers to consumers' cancelling of their traditional cable subscriptions and instead
relying on streaming and on-demand service to provide televised entertainment.
A) Media multitasking
B) Second screening
C) Cord-cutting
D) Groundswelling
E) Social networking
Answer: C
Difficulty: Moderate
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

6) Companies recruit brand ________, or loyal customers who care a great deal about the brand,
to communicate with and sell to other consumers.
A) evangelists
B) cord-cutters
C) screeners
D) multitaskers
E) cosplayers
Answer: A
Difficulty: Easy
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

7) To cosplay means to ________.
A) communicate with other consumers about a company one is passionate about
B) dress up as characters from brands, movies, video games, books, and more
C) create a graphic representation of a user in a virtual world
D) cancel traditional cable subscriptions and rely instead on streaming services
E) consume multiple forms of media simultaneously
Answer: B
Difficulty: Moderate
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities


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,8) The growth of Internet ________ shopping sites, such as eBay, Etsy, and Facebook
Marketplace means more consumers buy from each other rather than pay retail prices.
A) DIY
B) B2C
C) B2B
D) C2B
E) C2C
Answer: E
Difficulty: Easy
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

9) Brands connect with consumers through their own accounts and through those of celebrity
influencers via ________ –content brands pay celebrities to share through their personal
accounts.
A) brand communities
B) brand evangelism
C) second screening
D) sponsored posts
E) social commerce
Answer: D
Difficulty: Easy
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

10) What is the fastest-growing app in history?
A) Facebook
B) YouTube
C) Instagram
D) Threads
E) TikTok
Answer: D
Difficulty: Moderate
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

11) Twitch ________.
A) bills itself as the fastest way to share a moment
B) is the most used streaming platform for broadcasting video games
C) is a free microblogging service that lets users post short text messages
D) continues to lose college-aged users
E) is a social networking site dedicated to sharing photos and short-form videos
Answer: B
Difficulty: Moderate
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities


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, 12) An avatar is a ________.
A) site that creates a connection between a consumer and a brand
B) mobile app with increasing popularity
C) type of location-based network
D) component of the Internet of Things
E) graphic representation of a user
Answer: E
Difficulty: Easy
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

13) ________ is an image-based social network founded in 2009 that is both a visual discovery
engine and a social media outlet.
A) Pinterest
B) Threads
C) Snapchat
D) TikTok
E) Instagram
Answer: A
Difficulty: Moderate
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

14) Stitches ________.
A) include a shoppable option that allows users to try on a product and then purchase it directly
B) allow users to play a portion of another user's video before following with their own content
C) enable residents to hang out at virtual clubs and shop for clothing for their avatars,
D) are content that brands pay celebrities to share through their personal accounts
E) feature a consumer taking a product out of its original packaging or shipping box
Answer: B
Difficulty: Challenging
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities

15) ________ refers to consumer decision-making activities that occur in, or are influenced by,
someone's social network, particularly online.
A) Augmented reality
B) Product reviewing
C) Second screening
D) Cord-cutting
E) Social commerce
Answer: E
Difficulty: Moderate
LO: 14.1: Understand how marketers communicate using an updated communication model
that incorporates new social media and buzz marketing activities



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