Ch. 16 pom
are written in a conversational style
product
Social media has Blank______ pass-along.
amplified
What is an example of one-to-many communication?
An advertisement in the New York Times
Consumers trust recommendations from people they know, online consumer opinions, and editorial content. These are all forms of media.
Blank 1: earned
Select all that apply What are two major factors contributing to the decline in advertising effectiveness?
Consumers' lack of trust The effects of digital media
Select all that apply Which of the following are ways in which marketers can apply YouTube?
Create channels to engage customers. Post videos of their products. Show video ads.
Because reporters often use the Internet to research stories, it is logical for companies to use Blank______ to attract attention online.
search engine optimization
Customer reviews influence consumers because they are Blank______.
seen as objective
Select all that apply Publicity-savvy companies respond to negative customer reviews by Blank______. (Check all that apply.)
addressing customer concerns asking satisfied customers to post reviews
The term "social media" refers to websites or software applications that Blank______.
allow users to share and interact within a network
staff salaries or agency fees
allow users to share and interact within a network
Marketing managers should view negative reviews as Blank______.
an opportunity to learn about and correct problems
Facebook's size and Blank______ make it desirable for organizations to have a presence on the site.
appeal across demographics
Worrying that product quality could decline in the future is one reason that customers Blank______.
are reluctant to recommend favorite products
An important difference between blogs and other company websites is that blogs Blank______.
are written in a conversational style
Companies use branded apps to Blank______.
create a positive reminder of their brand
Unethical features on a website that can be used to deceive customers are called:
dark patterns
One result of the increased use of technology when viewing television programming is the Blank______ effectiveness of advertising.
decreased
Search engine optimization is used to Blank______.
design a website to rank high in search engine results
Select all that apply Select all the choices that are examples of unethical dark patterns on owned media.
disguising ads to look like a form of web page navigation offering "free" trials on a website that are actually paid subscriptions stating that only a few items remain for purchase online when many items are available
Select all that apply Which of the following statements are true about branded apps? (Check all that apply.)
Branded apps are designed to be used on mobile devices. Branded apps are a way of providing a service that customers can readily use. Some branded apps are designed to provide entertainment.
Which social media site focuses on free online photo and video sharing?
Using Exhibit 16-4 as a reference, which of the following is a challenge associated with earned media?
It can be negative toward the brand.
Based on Exhibit 16-4, which of the following is a benefit of owned media?
It has a relatively low cost.
A company starts an email newsletter. Which of the following is an ethical practice?
Requiring customers to sign up in order to receive the newsletter.
Select all that apply Which of the following are types of publicity? (Check all that apply.)
Social media Owned Earned
A program that rewards customers for recommending a company to their friends is called a Blank______ program.
referral
Companies can improve their chances of attracting press attention by Blank______.
researching the search keywords most often used by reporters
Marketing managers often use Blank______ to ensure that their websites appear near the top of online search results.
search engine optimization
Pass-along occurs when a consumer Blank______.
shares information about a brand to another consumer
TikTok is a social networking service designed for sharing:
short-form videos
The biggest difference between BzzAgents and opinion leaders is that BzzAgents Blank______.
sign-up for particular campaigns
What is an example of many-to-many communication?
A Facebook page created by a company for a specific product
Select all that apply Carl is the inventor of a kitchen gadget that is sold online. Which two of the following are ethical for Carl to post? (Check all that apply.)
A negative review of a potato chip flavor he did not enjoy A positive review of a tool he used in creating his invention
Which of the following is an example of pass-along?
A new mom tells her friend who is expecting a child about the new materials used in the diapers she bought.
What is an opinion leader?
A person whose opinion is respected by consumers
A hobby-store chain wants to show consumers that it is a trusted authority on crafting. Of the following, which would be the most helpful in accomplishing this goal?
A white paper
According to the case study, what are the four steps HubSpot uses in its promotion blend?
Acquiring, converting, onboarding, and ongoing
In-the-moment reactions get some media posts more attention.
Blank 1: social
Select all that apply Which of the following are examples of some of the free content HubSpot publishes to appear high in search results and to attract customers to its web page?
Ebooks Templates Blogs Case studies
The most frequently visited social media site is Blank______.
True or false: Advertisements in a trade publication are an example of social media.
False
True or false: LinkedIn is used by companies to track transportation delivery services.
False
Users of the Pinterest site are mostly male, black and Hispanic, and generally have a low income.
False
What is one way that companies build trust?
Helping customers solve problems
A company wants to share a white paper with potential clients and others in their industry. The company is most likely to post the white paper on Blank______.
Which form of social media is an online resume for business professionals?
Select all that apply In a survey of 2,000 U.S. Internet users, which three types of paid media had the lowest levels of trust?
Online advertising Social media Mobile advertising
Maria has been asked to generate publicity for the new Baby Don't Cry doll her company is introducing for the holiday season. She wants to be able to control the message that potential customers hear. What is the best form of promotion for her to use?
Owned media
What social media site could be described as a "wish list" building site?
Select all that apply What are the six STEPPS suggested by Jonah Berger which can increase the odds of a message going viral? (Check all that apply.)
Practical value Triggers Stories Social currency Emotion Public
Select all that apply Which two of the following practices are considered unethical? (Check all that apply.)
The manager for a mobile phone provider posts negative reviews of a competing service. An executive for a fast food chain posts a rave review of his company's new sandwich.
What is the biggest challenge companies face with earned media?
The message is not under the control of the company.
Select all that apply Consumers are often reluctant to recommend products for which of the following reasons? (Check all that apply.)
They fear that the recommendation won't make them look good. They are concerned that they will be perceived as unethical. They worry that friends will have a bad experience with the product.
Which of the following is a reason for offering branded services?
They promote the belief that the company cares about consumers.
Which of the following best describes the purpose of a white paper?
To establish a company as an industry expert
Why must bloggers disclose their relationships with companies whose products they endorse?
To make readers aware that their views may not be objective
Which sentence best states the relationship between having a newsworthy product and public relations efforts?
Together a newsworthy product and a strong public relations campaign increase the chances of press coverage.
True or false: A landing page is designed to keep customers moving through the purchase process.
True
The largest video sharing website on the Internet is known as:
YouTube
Paid media are messages that Blank______.
a brand pays to have communicated
Companies often use Blank______ to connect with customers on a personal level.
blogs
The Harley Owners Group (HOG) is an example of a Blank______.
brand community
A company that sells tires offers a free app to help travelers locate gas stations with air pumps. The app is an example of a Blank______.
branded service
Company referral programs are designed to Blank______.
bring in new customers through word-of-mouth
Based on the information in Exhibit 16-4, having low trust of consumers is a challenge particularly associated with Blank______ media.
paid
During their vacation to Scottsdale, Arizona, Bryan and Kim found a new restaurant to eat dinner at each night by skimming reviews posted on Yelp. They always chose a restaurant that had at least four stars. The restaurant reviews are a form of Blank______.
earned media
A landing page is a page that customers reach after Blank______.
clicking on a search result or other link
People are more likely to pass along reviews when it is Blank______.
easy to do
Email newsletters are a way for marketers to Blank______.
effectively target interested consumers
A brand community is a Blank______.
group of customers with a shared interest
Most major retailers find that customer reviews Blank______.
increase product sales
The purpose of an online press room is to Blank______.
make information easy for the press to access
There are no direct Blank______ costs associated with promoting a company on sites such as Facebook or Twitter.
media
Karen tries a new brand of soup and loves it. She tells all of her friends and coworkers about it. Karen is best described as a(n) Blank______.
opinion leader
A company that makes cereal creates a Facebook page to advertise its newest product. This is an example of Blank______ media.
owned
An e-mail newsletter created by a company to advertise its brand is an example of Blank______ media.
owned
For a company, the greatest cost associated with the use of social media is Blank______.
staff salaries or agency fees
Select all that apply Readers trust the opinions of bloggers because they believe that bloggers are Blank______. (Check all that apply.)
subject experts objective sources
In choosing whether to send a product sample to a blogger, a marketer is most likely to consider the blogger's Blank______.
target audience
Snapchat is typically used by Blank______.
teens
The most important aspect of customer-to-customer communication is Blank______.
trust
When Marcus asked his friend Thomas if he could recommend a plumber, Thomas said, "Yes, I use Sink-is-Clear. They are always prompt, very neat, and their rates are reasonable." In this instance, Thomas is recommending the plumber based on Blank______.
trust
A blogger must provide full disclosure Blank______.
when endorsing a particular product
Social currency is a factor that can influence Blank______.
whether a promotion goes viral
Select all that apply Which types of companies are more likely to use Instagram as a marketing tool? (Check all that apply.)
Restaurants Fashion
Select all that apply Why do companies care about customer-to-customer communication? (Check all that apply.)
Customers are more loyal if they are originally referred by friends or family members. Customers take recommendations from friends more seriously than recommendations from advertising.
True or false: An opinion leader is typically trusted by consumers.
True
True or false: One example of paid media is an advertisement for Nike shoes in a tennis magazine.
True
True or false: Positive attention in the press is often the result of a good public relations effort.
True
A company wants to send a short promotional message to its customers. It is most likely to use Blank______.
User messages tend to be less personal and more frequent on Blank______.
The use of Blank______ media when generating publicity allows a marketing manager a great deal of versatility with the messaging content.
owned
A company that makes mobile phones runs a sponsored message on Facebook. This is an example of Blank______ media.
paid
Research shows that consumers tend to trust information from Blank______ media the least.
paid
Many companies have a Blank______ section on their website that posts news releases, photos and even videos.
press
A copy of assembly instructions that a retailer provides on its website would most likely be found on a Blank______ page.
product
When a company engages in any unpaid form of nonpersonal presentation of ideas, goods, or services, it is called Blank______.
publicity
One difference between traditional and social media advertising is that social media allows advertisers to Blank______.
react to events as they happen
The biggest difference between owned media and earned media is Blank______.
who generates the media
