(Complete) Ch. 16: Publicity: Promotion using Earned Media, Owned media, and Social media
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 statements are true about branded apps? (Check all that apply.)
-Branded apps are designed to be used on mobile devices. -Some branded apps are designed to provide entertainment. -Branded apps are a way of providing a service that customers can readily use.
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.
Paid, Owned, and Earned Media
-Paid- pay for all advertising -Owned- shareholders control media -Earned- Adapted from owned, consumer generated, uncontrollable.
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.
Consumers are often reluctant to recommend products for which of the following reasons? (Check all that apply.)
-They are concerned that they will be perceived as unethical. -They fear that the recommendation won't make them look good. -They worry that friends will have a bad experience with the product.
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.
Which types of companies are more likely to use Instagram as a marketing tool? (Check all that apply.)
Restaurants Fashion
What are the six STEPPS suggested by Jonah Berger which can increase the odds of a message going viral? (Check all that apply.)
Social currency Triggers Emotion Public Practical value Stories
What are two major factors contributing to the decline in advertising effectiveness? (Check all that apply.)
The effects of digital media Consumers' lack of trust
Many companies have a ______ 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 ______ page.
product
A retailer's web page that is used to drive desire and action for making a purchase is called a(n) ______ page.
product
When a company engages in any unpaid form of nonpersonal presentation of ideas, goods, or services, it is called ___.
publicity
One difference between traditional and social media advertising is that social media allows advertisers to ______.
react to events as they happen
A program that rewards customers for recommending a company to their friends is called a ______ program.
referral
Companies can improve their chances of attracting press attention by ______.
researching the search keywords most often used by reporters
Because reporters often use the Internet to research stories, it is logical for companies to use ______ to attract attention online.
search engine optimization
Marketing managers often use ______ to ensure that their websites appear near the top of online search results.
search engine optimization
Customer reviews influence consumers because they are ______.
seen as objective
The primary purpose of a case study is to ______.
share customer success stories
Pass-along occurs when a consumer ______.
shares information about a brand to another consumer
Infographics are designed to communicate with customers who have ______.
short attention spans
The biggest difference between BzzAgents and opinion leaders is that BzzAgents ______.
sign-up for particular campaigns
Social media has increased the likelihood of pass-along by making it ______.
simpler
In-the-moment reactions get some_____ media posts more attention.
social
What is an example of many-to-many communication?
A Facebook page created by a company for a specific product
Which of the following is a common consumer benefit provided by referral programs?
A discount on future purchase
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
What is an example of one-to-many communication?
An advertisement in the New York Times
A company that makes mobile phones runs a sponsored message on Facebook. This is an example of ______ media.
paid
In ______, more than 700 million members use the social media site QZone.
China
The most frequently visited social media site is ______.
True or false: Advertisements in a trade publication are an example of social media.
False
True or false: Less than half of Pinterest users are female.
False
True or false: LinkedIn is used by companies to track transportation delivery services.
False Reason: LinkedIn is a networking website for businesspeople who create personal or company profiles.
What is one way that companies build trust?
Helping customers solve problems
Which of the following is an advantage of a referral program?
It is relatively inexpensive.
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 ______.
Which form of social media is an online resume for business professionals?
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?
A company starts an e-mail newsletter. Which of the following is an ethical practice?
Requiring customers to sign up in order to receive the newsletter.
What is the biggest challenge companies face with earned media?
The message is not under the control of the company.
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 buying process.
True
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 ______.
User messages tend to be less personal and more frequent on _____.
Paid media are messages that ______.
a brand pays to have communicated
Publicity-savvy companies respond to negative customer reviews by ______. (Check all that apply.)
addressing customer concerns asking satisfied customers to post reviews
The term "social media" refers to websites or software applications that ______.
allow users to share and interact within a network
Social media has ______ pass-along.
amplified
Marketing managers should view negative reviews as ______.
an opportunity to learn about and correct problems
Facebook's size and ______ 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 ______.
are reluctant to recommend favorite products
An important difference between blogs and other company websites is that blogs ______.
are written in a conversational style
Companies often use ______ to connect with customers on a personal level.
blogs
The Harley Owners Group (HOG) is an example of a ______.
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 ______.
branded service
Company referral programs are designed to ______.
bring in new customers through word-of-mouth
Based on the information in Exhibit 16-4, not having the trust of consumers is a challenge particularly associated with _____ media.
paid
Companies create ______ to share success stories of how their products have helped customers.
case studies
A landing page is a page that customers reach after ______.
clicking on a search result or other link
Companies use branded apps to ______.
create a positive reminder of their brand
One result of the increased use of technology when viewing television programming is the _____ effectiveness of advertising.
decreased
Search engine optimization is used to ______.
design a website to rank high in search engine results
Consumers trust recommendations from people they know, online consumer opinions, and editorial content. These are all forms of _____ media.
earned
Melissa was so upset about the tasteless meal and poor service she received at the restaurant that she went home and posted a negative review on Yelp. Her review is an example of _____ media.
earned
Research shows that consumers tend to trust information from _____ media the most.
earned
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 _____.
earned media
E-mail newsletters are a way for marketers to ______.
effectively target interested consumers
Infographics are designed to ______.
grab attention simplify complex information
A brand community is a ______.
group of customers with a shared interest
Most major retailers find that customer reviews ______.
increase product sales
The purpose of an online press room is to ______.
make information easy for the press to access
There are no direct ______ 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) ______.
opinion leader
A company that makes cereal creates a Facebook page to advertise its newest product. This is an example of ______ media.
owned
The use of ______ media when generating publicity allows a marketing manager a great deal of versatility with the messaging content.
owned
The local grocery store tweeted that customers who posted photos of themselves using the recyclable bag with the store logo on it would receive a coupon for $3.00 off their next purchase. This shows how ______ media can deliver value.
social
The three types of publicity include ____.
social media owned earned
For a company, the greatest cost to the associated with social media is ______.
staff salaries or agency fees
Readers trust the opinions of bloggers because they believe that bloggers are ______. (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 ______.
target audience
Snapchat is typically used by _____.
teens
The most important aspect of customer-to-customer communication is ______.
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 _____.
trust
A blogger must provide full disclosure ______.
when endorsing a particular product
Social currency is a factor that can influence ______.
whether a promotion goes viral
The biggest difference between owned media and earned media is ______.
who generates the media