MKTG 303 - Chapter 3

The number of times a website page is seen by any site visitor is measured by ______.

page views

When deciding on contextual elements while designing website, you should identify your ___.

target market(s)

The _______ effect of social media engagement is concerned with firms being able to engage with the customers at the right place and time.

timeliness

Which of the following are app pricing models for generating revenue? (Select all that apply.)

- Ad-supported - Freemium - Paid apps

What are fundamental components of the dynamic effect in social media engagement? (Choose every correct answer.)

- An active back-and-forth exchange that promotes further interaction - The way in which people's interests and participation in online groups change over time

Which of the following are common ways of classifying influencers in influencer marketing? (Choose every correct answer.)

- By their role and expertise - By the number of followers they have - By their preferred channel

Which of the following are critical elements of the 7C framework for online marketing? (Choose every correct answer.)

- Commerce - Content - Communication

Which statements about the way consumers make online purchases are true? (Select all that apply.)

- Consumers use desktop computers more often than mobile apps. - Searches made via desktop computers have higher conversion rates than those made via mobile apps.

Which of the following are examples of technologies that allow communication with customers?

- E-mail - Instant messaging - Live chat

Which statements about mobile marketing are true?

- Global mobile downloads and in-app revenues are in the billions of dollars. - A majority of people in the United States who have smartphones use them to make purchases. - Most downloaded apps are free.

Which are components of the Wheel of Social Media Engagement? (Choose every correct answer.)

- Information - Dynamic - Network

What are the three stages of the social media engagement process? (Choose every correct answer.)

- Listen - Analyze - Do

Which are reasons why mobile marketing is increasingly important for marketers? (Choose every correct answer.)

- Mobile app downloads are growing. - Consumers spend billions of dollars using apps. - The majority of people who own smartphones make purchases on these devices.

Which of the following are fundamental ideas behind the connected effect in social media engagement? (Check all that apply.)

- People have an innate need to connect with others. - Social media serve as a mechanism for people to share information with others. - The connection in social media is bidirectional.

Which outlets allow marketers opportunities to listen to their customers? (Choose every correct answer.)

- Personal blogs - Review sites - Social networks

What are the 4Rs for determining the value provided by an market influencer? (Choose every correct answer.)

- Relevance - Response - Return - Reach

What are the components of the information effect in social media engagement? (Check all that apply.)

- Spreading relevant information through various channels - Identifying the context and receiver of content

What are recommended guidelines social media influencers should follow to indicate when they are being paid to promote a product? (Choose every correct answer.)

- State repeatedly during a livestream or other video presentation that it is a paid endorsement. - Place the hashtag #ad at the beginning of any listing of hashtags in the message.

What are components of the network effect in social media engagement? (Choose every correct answer.)

- The speed at which information spreads through social media - The exponential impact of having people share information with their social media contacts

The criteria used to evaluate the efficacy of influencers on social media are known as the ______.

4Rs

Lordis wants to improve the element of connection on her firm's social media feed. What would be most helpful to her?

A call-to-action button

What is the best definition of dynamic in the term dynamic effect?

Active and constantly changing

Rahim is looking for ways to increase communication with customers through his company's website. Which of the following would be most helpful?

Adding an instant messaging function

What is an effective way for digital marketers to use content?

Align the content to suit the target market specifically.

What is the best definition of a blog?

An online journal enabling people to share their thoughts

Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio?

Content

What is the first step in the 7C framework?

Core goals

The concept of connection is most closely related to which of the 4Es?

Engagement

Which of the following is at the center of the Wheel of Social Media Engagement?

Engagement

What is a fundamental component of the timeliness effect in social media engagement?

Engaging the customer at the right time and place

What adjective best describes the network effect?

Exponential

Which of the following is considered an ethical practice in influencer marketing?

Informing the followers of an influencer that the influencer is being paid to promote a product

What is the first stage of the social media engagement process?

Listen

Match each common classification of influencers in influencer marketing with its example.

Role-------Celebrity Number of followers-------Micro-influencer Preferred channel-------Blogger

Influencer marketing is a strategy that depends on which of the following?

The popularity of opinion leaders on social media

Which of the following is true of the most loyal customers?

They generally use multiple channels to make purchases.

What is the basic goal of any website?

To convince users to engage with content

True or false: Goals form the basis of any marketing strategy.

True

What is an example of a contextual element?

Website design

"Freemium" and "paid" are examples of ______.

app pricing models

The social-media equivalent of a personal journal or diary is called a(n) ______.

blog

The outcome of social media that satisfies humans' innate need to connect with other people is known as the _______ effect. (Enter one word in the blank.)

connected, connection, or connect

The impact of the information effect depends on its ______.

context

The final step in the social media engagement process is known as the ______ stage.

do

The total requests for a web page and are used as a measure of Internet traffic are called ______.

hits

After firms analyze the data they have accumulated, they must ______.

implement what they have learned

After firms analyze the data they have accumulated, they must _______.

implement what they have learned

The marketing strategy that uses popular opinion leaders on social media to reach a targeted audience is _______ marketing. (Enter one word in the blank.)

influencer or influence

The first stage of the social media engagement process is _______ , which helps marketers determine their digital marketing objectives.

listening or listen