Chapter 13
A concise yet authoritative report or guide that seeks to inform readers about a complex issue and presents the issuing body's philosophy on the matter is referred to as
a white paper
The umbrella term that refers to the marketing of goods or services using digital media, such as e-mail, websites, search engines, and social media platforms is
digital marketing
A small, digital image or icon that is used to express an idea or emotion in digital communication is called a(n)
emoji
According to your text, many firms today invest customer-support resources into programs that monitor social media so they
can respond to complaints before they damage the firms' online reputations.
A benefit of ________ is that businesses that consistently publish quality content will garner a more favorable position on search results pages which should generate greater website traffic and interest in the companies' products.
content marketing
According to social media and customer service expert Jay Baer, what is thenew marketing?
customer service
Experts refer to the top left part of a search results page as the "golden triangle."
true
Part of what constitutes social media is the ability of users to share content with others.
true
Reach is a measure of the total audience size for a given platform.
true
Search engines build an index of all web content through the use of spiders.
true
The Lego Group has aLego Ideas website where people can submit ideas for Lego products to be turned into potential sets available commercially, with the original designer receiving 1 percent of the royalties. This is an example of
user-generated content
Search engines create an index of all web content by using automated software programs called
web crawlers
You just started a job as a marketing analyst for Stuffed Subs, a sandwich chain with 10 locations in Illinois, Michigan, and Wisconsin. The owner has asked you to develop a social media presence to help boost business and wants to know where the company should start. According to your text, what social media platform is used by almost all B2C businesses and is rated "a must" by HubSpot?
What guideline should be used by marketers when marketing products to children?
Marketers should think of their websites as a service rather than an advertisement.
Author Jacob Maslow offers guidelines to keep marketers from falling prey to unethical practices. Which guideline isnot one suggested by Maslow?
Never sell anything to a customer who has not given an informed consent.
Christy was excited to purchase a Bluetooth wireless speaker. She brought her purchase home and is now using it for the first time. What acronym represents where Christy is at in the purchase process?
SMOT
What location-based app serves as a combination of social network and crowd-sourced traffic map, allowing drivers to report traffic conditions and incidents and share them in a living map to the benefit of all?
Waze
What are infographics?
a more fun to read, catchy to the eye way of sharing information
Companies that post digital video content on brand websites or social media sites as opposed to traditional text pages are ________ to receive an organic first-page ranking.
about 50 times more likely
Why are marketing organizations committing increasing percentages of their resources to social media marketing?
because people are spending more time on social media platforms
As customer brand engagement grows, the customers' expectations with respect to greater brand transparency lessens.
false
Budweiser creates a 30-second commercial that will broadcast on national television during the Super Bowl game. This is an example of owned media.
false
Research has found that the use of traditional text pages is more effective than videos in helping to improve a firm's position on a search results page.
false
Search engines and social media platforms are included in the broad term "digital marketing" but websites and e-mail are not.
false
The best way to establish brand identity and build social connections with consumers is to use social media to sell products.
false
The introduction of mass-scale newspaper printing early in the 20th century started a new age of communications.
false
By interacting with consumers in a fun, helpful, and interesting manner, social media can help build a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers and by
generating positive word-of-mouth communication about the brand.
The ethical concern that pertains to the protection of customer data from data breaches is
information security
Which is a characteristic of the zero moment of truth?
it is a multiway conversation
A ________ is a social, entertainment, or information service that allows a company to reach and engage with its audience using tools and platforms that capture the geographic location of the audience
location-based service
The transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection, is a technology known as
mobile computing
What percentage of online experiences begin with a search engine?
over 90 percent
The complexity of ________ have/has led companies to guard them as patented industry secrets.
ranking algorithms
The measure of the total audience size for a given platform is determined by which metric?
reach
Which of the following isnot an outcome of providing more responsive customer care?
reduced competition
In order to provide consistently relevant and valuable marketing content, marketers must provide consumers with content that is all of the followingexcept
repetitive
A marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts is called
search marketing
A marketer that is analyzing the attitudes, emotions, and opinions behind words used in social media is using
sentiment analysis
Internet-based applications that enable users to create their own content and share it with others who access these sites are referred to as
social media
What type of marketing uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps, and other digital platforms?
social media marketing
