Mk303 C16 SmrtBk Chapter 16

a. Emotion c. Practical value d. Social currency f. Public g. Triggers h. Stories

What are the six STEPPS suggested by Jonah Berger which can increase the odds of a message going viral? (Check all that apply.) a. Emotion b. Topical c. Practical value d. Social currency e. Privacy f. Public g. Triggers h. Stories i. Sharing

b. group of customers with a shared interest

A brand community is a ______. a. group of companies that make similar products b. group of customers with a shared interest c. relationship between a company and the media d. place where customers interact with employees

d. Requiring customers to sign up in order to receive the newsletter. Incorrect: b. Reason: Sending the newsletter to anyone who accesses the site would not be ethical.

A company starts an e-mail newsletter. Which of the following is an ethical practice? a. Sending courtesy copies of the newsletter to unsubscribed customers. b. Sending the newsletter to anyone who accesses the site. c. Enrolling all website visitors in a trial newsletter subscription. d. Requiring customers to sign up in order to receive the newsletter.

d. branded service

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 ______. a. pass-along b. viral promotion c. cross-over d. branded service

d. product

A copy of assembly instructions that a retailer provides on its website would most likely be found on a ______ page. a. contact b. feedback c. landing d. product

d. product

A copy of assembly instructions that a retailer provides on its website would most likely be found on a ______ page. a. feedback b. contact c. landing d. product

a. A white paper

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. A white paper b. A viral video c. Personal selling d. A landing page

c. clicking on a search result or other link

A landing page is a page that customers reach after ______. a. watching a promotional video b. providing their contact information c. clicking on a search result or other link d. making an online purchase

d. product Incorrect: b. Reason: The landing page is the home page which directs consumers to product pages.

A retailer's web page that is used to drive desire and action for making a purchase is called a(n) ______ page. a. education b. landing c. blog d. product

a. are written in a conversational style Reason: blogs can also be read by consumers

An important difference between blogs and other company websites is that blogs ______. a. are written in a conversational style b. include information about the company c. do not mention specific products d. are intended for employees only

b. It has a relatively low cost. Reason: Owned media has high message control.

Based on Exhibit 16-4, which of the following is a benefit of owned media? a. It allows for very little message control. b. It has a relatively low cost. c. It is the most trusted source of information. d. Customers can easily avoid it.

a. paid

Based on the information in Exhibit 16-4, not having the trust of consumers is a challenge particularly associated with _____ media. a. paid b. earned c. owned

b. search engine optimization

Because reporters often use the Internet to research stories, it is logical for companies to use ______ to attract attention online. a. downloadable e-books b. search engine optimization c. targeted e-mail newsletters

a. blogs

Companies often use ______ to connect with customers on a personal level. a. blogs b. a landing page c. branded apps d. white papers

b. create a positive reminder of their brand

Companies use branded apps to ______. a. replace traditional product websites b. create a positive reminder of their brand c. compare their products to those of competitors d. generate fees from mobile service providers

earned

Consumers trust recommendations from people they know, online consumer opinions, and editorial content. These are all forms of __________ media.

d. earned media

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 _____. a. mass media b. paid media c. owned media d. earned media

c. effectively target interested consumers

E-mail newsletters are a way for marketers to ______. a. reach the majority of households in their market b. communicate with other industry leaders c. effectively target interested consumers d. find potential new customers

a. grab attention d. simplify complex information

Infographics are designed to ______. a. grab attention b. generate sales leads c. address an academic audience d. simplify complex information

b. short attention spans

Infographics are designed to communicate with customers who have ______. a. little experience with computers b. short attention spans c. time for in-depth research d. a background in statistics

b. Owned media

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? a. Paid media b. Owned media c. Earned media

b. search engine optimization

Marketing managers often use ______ to ensure that their websites appear near the top of online search results. a. search-enabled blog posts b. search engine optimization c. targeted online advertising d. multiple IP addresses

a. decreased

One result of the increased use of technology when viewing television programming is the _____ effectiveness of advertising. a. decreased b. increased

b. a brand pays to have communicated Reason: Paid media do not result from a public relations event.

Paid media are messages that ______. a. are generated from a public relations event b. a brand pays to have communicated c. consumers pay to access d. consumers are paid to watch

b. shares information about a brand to another consumer

Pass-along occurs when a consumer ______. a. decides to purchase a different product than they did before b. shares information about a brand to another consumer c. makes a suggestion to a brand about improving its product d. walks by a product in a store without looking at it

b. subject experts d. objective sources

Readers trust the opinions of bloggers because they believe that bloggers are ______. (Check all that apply.) a. trained researchers b. subject experts c. brand representatives d. objective sources

c. earned

Research shows that consumers tend to trust information from _____ media the most. a. paid b. owned c. earned

c. design a website to rank high in search engine results

Search engine optimization is used to ______. a. pay for ads that appear in search engine results b. stop unwanted spam c. design a website to rank high in search engine results d. develop a search engine that avoids advertisements.

a. whether a promotion goes viral

Social currency is a factor that can influence ______. a. whether a promotion goes viral b. whether a company runs a promotion c. how much a promotion costs d. how long a promotion runs

a. brand community

The Harley Owners Group (HOG) is an example of a ______. a. brand community b. company blog c. case study d. branded app

d. who generates the media Reason: The same recipient could be receiving owned and earned media.

The biggest difference between owned media and earned media is ______. a. who accesses the media b. the form of media used c. the recipient of the media d. who generates the media

d. make information easy for the press to access

The purpose of an online press room is to ______. a. create relationships with industry bloggers b. keep customers informed about upcoming sales c. entice customers with shopper loyalty programs d. make information easy for the press to access

a. paid c. earned d. owned

The three types of publicity include ____. (Check all that apply.) a. paid b. social media c. earned d. owned e. personal selling

a. social media c. earned e. owned

The three types of publicity include ____. (Check all that apply.) a. social media b. personal selling c. earned d. paid e. owned

a. owned Reason: Paid media refers to advertising which is not considered publicity.

The use of ______ media when generating publicity allows a marketing manager a great deal of versatility with the messaging content. a. owned b. paid c. earned

a. True Incorrect: b. Reason: A landing page is designed to keep customers moving through the buying process by reducing click-aways.

True or false: A landing page is designed to keep customers moving through the buying process. a. True b. False Reason: A landing page is designed to keep customers moving through the buying process by reducing click-aways.

a. True Reason: Advertising is a form of paid media.

True or false: One example of paid media is an advertisement for Nike shoes in a tennis magazine. a. True b. False

a. The effects of digital media d. Consumers' lack of trust

What are two major factors contributing to the decline in advertising effectiveness? (Check all that apply.) a. The effects of digital media b. Minimal product innovations c. Increased opportunities for personal selling d. Consumers' lack of trust

b. Helping customers solve problems

What is one way that companies build trust? a. Using actors as spokespeople b. Helping customers solve problems c. Charging for product information d. Offering frequent discounts

c. The message is not under the control of the company.

What is the biggest challenge companies face with earned media? a. Customers don't typically act on the information. b. It reaches a very small audience. c. The message is not under the control of the company. d. Customers don't typically see this form of media.

a. 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 _____. a. trust b. complacency c. power d. assimilation

b. publicity

When a company engages in any unpaid form of nonpersonal presentation of ideas, goods, or services, it is called ___. a. advertising b. publicity c. personal selling d. advocacy

a. publicity

When a company engages in any unpaid form of nonpersonal presentation of ideas, goods, or services, it is called ___. a. publicity b. advertising c. personal selling d. advocacy

c. To establish a company as an industry expert Incorrect: b. Reason: A white paper does not mention a company's products. d. Reason: White papers do not request feedback.

Which of the following best describes the purpose of a white paper? a. To review competitors' products b. To include mentions of a company's own products c. To establish a company as an industry expert d. To request feedback about a brand's customers

b. They promote the belief that the company cares about consumers.

Which of the following is a reason for offering branded services? a. They provide consumers with competitive analysis. b. They promote the belief that the company cares about consumers. c. They usually command higher prices than a company's other products. d. They are easily promoted through blogs and viral video campaigns.

d. A new mom tells her friend who is expecting a child about the new materials used in the diapers she bought.

Which of the following is an example of pass-along? a. A small-business owner visits a bank website after hearing a radio ad for it. b. A bicyclist tries a new drink after getting a text from the company. c. A teenager skips over the commercials while watching television. d. A new mom tells her friend who is expecting a child about the new materials used in the diapers she bought.

a. Some branded apps are designed to provide entertainment. b. Branded apps are designed to be used on mobile devices. c. Branded apps are a way of providing a service that customers can readily use.

Which of the following statements are true about branded apps? (Check all that apply.) a. Some branded apps are designed to provide entertainment. b. Branded apps are designed to be used on mobile devices. c. Branded apps are a way of providing a service that customers can readily use. d. Branded apps are not sponsored software applications.

a. Together a newsworthy product and a strong public relations campaign increase the chances of press coverage.

Which sentence best states the relationship between having a newsworthy product and public relations efforts? a. Together a newsworthy product and a strong public relations campaign increase the chances of press coverage. b. Public relations efforts should increase proportionately with the newsworthi- ness of a product. c. The more newsworthy a product, the less the need for public relations efforts on its behalf.

a. To make readers aware that their views may not be objective

Why must bloggers disclose their relationships with companies whose products they endorse? a. To make readers aware that their views may not be objective b. To let readers know that they may provide feedback to the companies c. To demonstrate that they have a good understanding of the products d. To demonstrate their knowledge of the industry that they write about