CH 3 quiz

Which of the following is the most powerful and influential online marketer in the United States?

Amazon

Which of the following apps would help consumers fulfill their "need to accomplish"?

MyFitnessPal

When developing a digital marketing campaign, what is unique about the copy and images to be used that is more critical with social media that other forms of IMC?

They need to be updated almost constantly.

What is a microblog?

a blog that allows people to share their thoughts, opinions, and feelings

What is Spark?

a social networking site

Which of the following is a pricing model for apps discussed in your text?

ad-supported

At the Sol Wave House hotel, located on the beautiful island of Majorca, Spain, a Twitter concierge stays in constant contact with its guests. If a guest has a problem or question, the answer is just a hashtag away. This is an example of the impact of which of the following?

dynamic effect

While waiting in line to make a purchase at Best Buy, Janice sees signs reminding her to visit the company's website for online specials and to sign up on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors' prices on any item they sell. This is an example of which 4E framework?

educate

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. All of the following are included in the 4E framework except

energy

Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?

engage

Jose wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Jose takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes which of the 4E framework objectives?

experience

How is the cost to companies and entrepreneurs using Google Analytics calculated?

free for everyone

What is the basis of any marketing strategy?

goals

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by

listening

A disadvantage for companies using a "daily budget" such as that offered by Facebook to its advertisers is that it

may limit exposure if ad is very successful.

The most loyal customers use

multiple channels.

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have instantly reached all her millions of followers. What effect of social media engagement is this an example of?

network effect

Isabel loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Isabel's blog has changed from a __________ blog to a __________ blog.

personal; professional

In terms of the 4E framework, in order for a firm's offer to excite its targeted customers, the offer must be

relevant

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

sentiment analysis.