marketing-digital marketing

Paid stories, sponsorship, paid display advertising, and paid search are all examples of (invisible, visible) ______ marketing influences.

visible

When it comes to digital purchasing, marketers can influence consumer behavior in ______ ways, such as a paid search, and ______ ways, such as cookies.

visible; invisible

As a means of avoiding ethical problems with social media, most companies provide clear guidelines regarding ______.

what employees can and cannot post to social media on behalf of the company

Although traditional retailers initially felt threatened by consumers' ability to comparison shop on social media, now they are adapting by using social media to gain an advantage over their competitors, specifically by observing ______ similar items.

what their competitors are charging for

What is the first step of developing a social media marketing campaign?

Set a goal.

Of the total minutes spent online in the United States, ______ percent are on a mobile device.

71

When Expedia Canada discovered that users had a negative reaction to the music in a video, marketers created a new video that addressed the problem with self-deprecating humor. What does this example demonstrate? More than one answer may be correct.

A company making adjustments to its strategic plan as needed How sentiment analysis is used in social media marketing

Dwight is determined to increase sales of his carved bowls by 30 percent this year by using social media campaigns. He will make this increase by updating his social media sites daily and by adding information about each new bowl he creates within two hours of finishing it. In this example, how would increasing sales by 30 percent this year be classified?

As a goal

Ariana uses a website-based media channel to post comments and read comments from other users about bed-and-breakfasts. This site also works with her phone to provide real-time bed-and-breakfast pricing and event updates based on her location. What does this represent?

Both social and mobile media marketing

Select all of the types of digital buying behavior

Browsing Product-focused shopping Bargain hunting One-time shopping Researching

Select all of the common types of digital sellers.

Buying club sites Digital malls Digital marketplaces Auction sites

Which characteristic of social media marketing most clearly explains how integral it is to the concept of place in the marketing mix?

Consumers can take social media with them wherever they go.

Shaka develops a video and a poster depicting his company's marketing message. Which step of developing a social media marketing campaign does this represent?

Create content.

Product-focused shopping, browsing, researching, bargain hunting, and one-time shopping are all segments of which of the following?

Digital buying

Select all of the true statements about creating customer value through digital marketing.

Digital marketing provides consumers with the ability to compare prices across a variety of sellers. One way digital marketing creates value is by allowing consumers to search for products from different media. Digital marketing helps companies build customer relationships through exceptional customer experiences.

Select all of the elements of excellent web design that firms should strive to achieve to provide customers with a superior experience.

Ease in navigation Mobile friendly Quick load time

Ashish is a farmer who works for a farm equipment producer. He uses his company's equipment on his farm and writes a blog for the company detailing how to best use its equipment. Which type of digital marketing does this best represent?

Inbound marketing

Select all of the social media marketing activities that consumers can do WITHOUT mobile marketing.

Interact with companies while at work Provide feedback from home

When Walmart paid two bloggers to travel around the country to write positive stories about Walmart, the company's failure to disclose its financial support for the blog resulted in negative publicity. What guidelines should Walmart have followed in this example? More than one answer may be correct.

Maintain high ethical standards in social media marketing. Disclose the fact that it is sponsoring content created specifically to endorse its products.

Select all of the true statements about the relationship between social media and mobile marketing.

Mobile technology makes it easier for customers to make educated last-minute decisions on where to eat. The feedback from mobile marketing usually occurs more quickly than from social media. They often both use the same social media platform.

Lars realizes his company's campaign slogan has become the target of jokes and sarcasm, so he drops the slogan from the campaign. Which step of developing a social media marketing campaign does this represent?

Monitor the campaign.

Select all of the true statements about the Digital Advertising Alliance (DAA).

No companies are required to belong to the DAA or follow its guidelines. The DAA has set up guidelines for member companies regarding consumer privacy. Marketers have tried to avoid federal regulations regarding consumer privacy by self-regulating through the DAA.

Which of the following best defines digital marketing?

Online marketing that can immediately deliver content to consumers through digital devices, platforms, and channels

Which of these scenarios demonstrates sentiment analysis?

Oscar hires a firm to examine all of the comments about his company on social media to see how people feel about it.

Which type of visible marketing influence takes the form of ads that appear as content designed to look like stories to the viewer?

Paid stories

Consumers who engage in one-time shopping may exhibit a number of different behaviors at the same time. Select all of the behaviors they may exhibit.

Product-focused shopping Bargain hunting Browsing Researching

Select all of the scenarios that represent typical interactions via social media between a consumer and a company.

Sadiq's Facebook newsfeed features a display advertisement for student discounts on subscriptions to the Boston Globe. Sue sends a tweet to A1 Aviation Airline to complain about the long delay for her flight. Rose sees an advertisement for snow boots at the top of an outdoor adventure website, clicks on the link, and makes a purchase. Bakari listens to a political podcast and hears the host read advertising copy for one of the podcast's sponsors.

Which primary form of digital marketing involves using keywords or phrases to increase a website's search ranking and increase the quantity and quality of traffic to that website?

Search engine optimization (SEO

to enhance traffic to its website, Rose Pastry Co. has edited its website to prioritize keywords that potential customers might google. Which form of digital marketing does this represent?

Search engine optimization (SEO)

Select all of the actions you need to take before you can create content for a social media marketing campaign.

Select the correct combination of social media platforms. Determine the target audience. Set a goal.

Select all of the factors marketers should take into account when selecting paid social media.

Social media friends Likes and interests Social media content visited

Select all of the primary forms of digital marketing

Social media marketing E-mail marketing Search engine optimization (SEO) Inbound marketing

Select all of the possible job titles for the person who is typically responsible for the overall success of a company's social media efforts.

Social media specialist Social media strategist Social media marketing manager

Which description exemplifies a social media influencer?

The host of a popular YouTube channel devoted to health and beauty evaluates various new beauty products for her viewers.

Select all of the characteristics of messages transmitted by traditional media but NOT by social media.

The sender of the message receives little feedback about it. The message is static and unchanging

Select all of the features of social and mobile apps that are changing how consumers pay for products.

The storage of credit card information The ability to split cost of a product between people Direct payment of products

Select all of the factors that have had a significant influence on how marketers promote their products and brands.

The widespread availability of social media The rise of new digital technologies The rapid growth of the digital marketplace

Select all of the true statements about viral campaigns, such as Dunkin' Donuts' "Which Donut Are You?"

They are most closely related to the concept of promotion in the marketing mix. They are promotional messages that spread quickly through social media. They can be spread through chatter.

Select all of the characteristics of good social media objectives.

They are specific, measurable, and realistic. They are in line with the overall goal.

Select all of the characteristics of social media platforms.

They are website-based media channels. They facilitate communication and connection.

What is true of all paid stories, sponsorship, paid display advertising, and paid searches?

They involve paying money to an outside company

What is one common trait of invisible marketing influences?

They track information connected with individual consumers.

Select all of the formats that are considered social media.

Website comments Online forums Online panels Blogs Online reviews

What is sentiment analysis used to examine?

Whether people are reacting favorably or unfavorably to products or marketing efforts

Levar stayed at a bed-and-breakfast and rated it a 9 out of 10 on a social media site. This is an example of ______.

a consumer review

Every time Kartik buys something from any branch of his favorite sporting goods store, he earns points that he can use to buy more merchandise. He gets mobile updates telling him how many points he has earned and providing suggestions for how to use them. This is an example of ______, which is a type of ______.

a loyalty program; company-specific app

Alice wants to suggest a new flavor to the company that makes her favorite brand of hummus. She can do this via ______. Alice also likes to be able to receive real-time alerts when that brand of hummus is on sale at whatever grocery store she happens to be shopping in. She can do this via ______.

both social media and mobile technology; mobile technology only

A software application that runs automated tasks over the Internet is known as a(n) ______

bots

The percentage of visitors who enter a website and then quickly leave is known as the ______ rate.

bounce

Visitors to the Loopy Zip Line website leave the site within a few seconds about 10 percent of the time. This is an example of a ______.

bounce rate

The sequence of hyperlinks that a website visitor follows on a given site is known as a ______ path.

click

Popular for people who are looking to buy or sell merchandise in a local area, Facebook Marketplace is regarded as a service. Facebook Marketplace is in the business of _____, and its product is the _____ used to facilitate this interaction.

connecting people; social media app

People's choices regarding what movies to view are heavily influenced by ______.

consumer reviews

Joey has learned that about 5 percent of people who click on her social media ads actually buy one of her products. This is known as the _____ rate.

conversion

The percentage of users who take a desired action, such as making a purchase, is known as the ______ rate.

conversion

The use of _____ synching allows companies to embed a special file on people's computers and follow them as they move through various websites.

cookie

Small data files stored on websites that can generate a user profile about a consumer are referred to as

cookies

companies use shopping cart time-limit notifications and emails reminding customers about products left in their carts to ______.

create a sense of urgency and motivate consumers to make a purchase

With social media, consumers are able to choose the specific content they wish to interact with and view. Therefore, social media are ______.

customizable

Social media are ______ because consumers are able to choose the specific content they wish to interact with or view. What one consumer views at any given time is not going to be the same thing that someone else views at the same time. An example of this is when someone ______.

customizable; comments on a Facebook pos

Inbound marketing is one of the four major forms of ______.

digital marketing

Banners and YouTube videos that generate awareness and drive traffic to a website are forms of paid ______.

display advertising

Consumer _____ consists of different ways that customers can report their satisfaction or dissatisfaction with a firm's products.

feedback

n a marketing campaign, a ceramic company decides to sell 50,000 more bowls next year. In order to do this, the company will increase sales staff by one person within the next month and send representatives to three more craft shows. In this example, selling 50,000 more bowls next year is a(n) ______.

goal

Each of a company's _____ comes with its own set of objectives that can be measured to make sure that consistent progress is being made.

goals

A company's ______ describe what it is trying to achieve through a social media marketing campaign, whereas a set of ______ identifies the measurable steps necessary to achieve them.

goals; objectives

Digital marketing offers ______, which allows firms to make quick adjustments to their marketing campaigns.

immediate feedback

Cookies, geotracking, and bots are all examples of ______ marketing influences.

invisible

For marketers, consumer feedback is represented by the ______ of chatter.

level

A digital _____ is where a variety of sellers stock their goods so that when users click on an item, they are directed to a number of options for purchase, each with different prices and terms, such as free or expedited delivery.

mall

The set of practices that enable organizations to communicate and engage with their audience through any mobile device or network is referred to as _____ marketing.

mobile

On-the-go apps such as BEHR's ColorSmart, which allows users to upload photos and match paint colors, are useful to consumers because they help them solve everyday problems while helping companies market their products. This is an example of ______.

mobile marketing

To measure whether a social marketing campaign is meeting its goals and objectives, marketers use applications such as Google Analytics or Viralheat. These provide a dashboard, or a central location where they can ______. The dashboard aggregates, or counts, the number of ______.

monitor all of of their social media activity; likes, pins, and other variables

Marketers look at whom they want to reach as a basis to determine which delivery platform is ______.

most efficient

Content that contains a marketer's advertising message but is integrated with the content and look of a website is known as ______. The practice is controversial because some consumers regard it as ______.

native advertising; misleading

Website users' ability to find what they are looking for in as few clicks as possible is called ease in _____

navigation

The app for the grocery retail chain Whole Foods informs consumers when they are near one of their stores and even detects when they are visiting a competitor's store, at which point it sends them messages to lure them back to Whole Foods. This illustrates the concept of ______ in the marketing mix.

place

Social media relate to all four areas of the marketing mix. They represent a ______ to sell goods and services, as well as a ______ that can be sold. Furthermore, by educating consumers, social media may be involved in ______ (for instance, a viral campaign) and can even influence ______.

place; product; promotion; price

A website-based media channel that enables communication and connection is known as a social media ______.

platform

Airbnb, DogVacay, and Twitter use social media and mobile technology in tandem to deliver a service. This best demonstrates the way technology influences which element of the marketing mix?

product

Mobile applications that are designed around connecting people who can offer something with people who need the service are examples of the intersection of social media with the _____ element of the marketing mix.

product

The ability of social media to connect people who need a particular service with people who are able to offer that service relates to the concept of ______ in the marketing mix.

product

Chatter on social media is typically most closely related to the concept of ______ in the marketing mix. Chatter can be used to spread messages quickly through social media, a concept known as ______.

promotion; going viral

When a company's campaign goes viral or uses native advertising, it is an example of social media intersecting with the _____ element of the marketing mix.

promotional

From a marketing standpoint, one way to differentiate social media from traditional media is the fact that social media make it easy for consumers to ______.

provide feedback

Digital buyers who are going to buy a product for the first time engage in ______.

research

if Doug is looking to buy an iPad for the first time, he will likely engage in the type of digital buying behavior known as ______ , which is more deliberate than browsing and will usually result in a purchase either online or offline.

researching

Digital malls, digital marketplaces, auction sites, and buying club sites are the four types of digital _____

sellers

Nyala is running software to categorize whether consumer responses to her company's social media campaign are mostly positive, negative, or neutral. Nyala is doing ______.

sentiment analysis

To determine whether people are reacting favorably or unfavorably to a campaign or brand, marketers use ______, which typically involves categorizing user responses as either positive, negative, or neutral. The advantage of this technique is that it ______ the campaign.

sentiment analysis; can be run continually throughout

Select all of the choices that correctly complete the following sentence: One of the problems marketers have with setting objectives for social media marketing campaigns is that it can be difficult to measure the relationship between users' ______ and actual profits for the company.

shares likes

Electronic, two-way communication that makes it possible for users to share information, messages, ideas, and other content to create a customizable experience is known as ______ media.

social

In marketing terms, a person who possesses a large online following, as well as credibility within a particular market segment, is known as a ______.

social media influencer

The use of online social networks and applications for communicating brand and product messages is known as ______.

social media marketing

Facebook, Twitter, and Instagram are all examples of ______. This term refers to ______ based in a ______ that facilitates communication and connection.

social media platforms; a media channel; website

Marketers determine which apps and delivery platforms to use based on which ones will be most attractive to their ______.

target audience

In choosing a social media platform, marketers should consider the goals and ______ of their strategic marketing plan. For example, they might try the paid ad placement services on ______. Placing ads on this social media platform, which reaches a wide number of users across a number of demographic categories, allows a marketer to target consumers based on ______.

target market; Facebook; past social media activity

Unlike ______ media, the setting and content around an advertisement disseminated through ______ media is different for each consumer.

traditional; social

One action that is used with visible digital marketing influences is ______.

use of celebrity endorsements

In terms of the concept of place in the marketing mix, social media benefit consumers by giving them the opportunity to shop no matter ______ and by helping marketers ______ their stores.

where they are; improve traffic at