MKTG Chapter 13 Smartbook

A survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many social channels?

3 to 4

Author Erik Qualman collected statistics that reveal the number of years it took earlier technological innovations to reach users. Compared to radio which took 38 years to reach 50 million users, Facebook reached 100 million users in only _______.

9 months

The most popular paid search platform used by search marketers is Google _______.

AdWords

Brands that seek to remove or restrict tasteless or rude material from the Internet are often sanctioned in a very public and humiliating manner. This phenomenon is linked to which public figure?

Barbara Streisand

In today's era of media noise, how can marketers break through the clutter to reach their audience?

By producing messages that are relevant to each individual consumer

______ is the marketing approach focused on delivering valuable and relevant content to attract and retain a profitable audience.

Content marketing

The earned media that is often the result of PR efforts is referred to as ________ content.

EXPERT

What acronym best describes the incredibly short window of three to five seconds after a shopper first encounters a product on a store shelf?

FMOT

Claudia spent a week on vacation in the African wilderness. During that time, she did not have access to her Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Claudia to feel that she was missing out on all that was happening back home. What acronym has been linked to the feeling Claudia was experiencing?

FOMO

True or False: Marketers have the ability to permanently remove content they post online.

False

According to research, which of the following are more popular social media sites for B2B marketers?

LinkedIn, Twitter, and SlideShare

What three things are necessary in order to create consistently relevant marketing messages?

Making the marketing message accessible where the consumer needs it most, Making content visible to consumers where they spend their time, and Understanding the customer and providing him or her with valuable content

Engagement:

Measures how people are participating in conversations about a brand.

Reach:

Measures the total audience size for a given platform.

Paid Media:

Publicity gained through advertising

Earned Media:

Publicity gained through editorial influence or by grassroots actions

Owned Media:

Publicity gained via a brand-controlled source

In today's media landscape, if marketers want to reach consumers, they must strive to create ads that are _____________ to customers.

Relevant

Carson has just purchased his first gas grill. He brought it home and is testing it out for the first time by barbecuing burgers for his friends. What acronym represents where Carson is at in the purchase process?

SMOT (Second Moment of Truth)

The process of getting more traffic based on higher ranking of free or "organic" search results on search engines is referred to as

Searchhh Engineee Optimizationnn

Which social media metric helps marketers to evaluate how conversations about one brand compare with conversations about its competitors?

Share of voice

Because of the public nature of social media conversations, which social media metric is particularly helpful in assessing conversations regarding a competitor?

Share of voiceeeee

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 Mediaaaa

If Ross Hornish was giving advice to new graduates, which of the following would he tell them?

Take creative classes, travel, and take risks

According to your text, what has allowed small firms to compete head-to-head with large, established brands?

The advent of digital distribution and promotion mechanics

Which of the following exemplifies the synergistic relationship between mobile technologies and social media?

The ease of access to social media through mobile apps

How do marketers address the concerns relating to e-mail marketing spam?

They send product information only to customers who "opt-in."

Trisha liked the food and service so much at the new restaurant chain in town that she went online to post a positive review on the company's website as well as on Yelp. What type of content is Trisha's review?

User-generated content

In order to effectively build a search engine you must be able to design efficient ________ to categorize information across websites.

WEB CRAWLERS

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

In order to create consistently relevant marketing messages, they must be _______.

accessible, visible, and useful to the customer

Research shows that _____________ videos are particularly effective in helping to make content more memorable for consumers.

animated

Related to narrowly defined topics, _______ are a type of online journal.

blogs

The process of defining, building, and maintaining a brand today is a collaborative process between consumers and the firm. This is evidenced by _______.

consumers interacting with brands on social media

According to social media and customer service expert Jay Baer, what is the new marketing?

customer service

E-mail, websites, search engines, and social media platforms all fall under the realm of ____________ marketing.

digital

The umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, and social media platforms is called ______.

digital marketing

Publicity gained through online reviews on Yelp, unsolicited brand conversations on Twitter, or a video of a company's product on YouTube are all types of _______.

earned media

If a marketer wants to know if customers share or retweet a company's posts or tweets, it would use the _________ metric.

engagement

The earned media that is often the result of PR efforts is referred to as _______.

expert content

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.

___________ -based marketing uses GPS data to perform its function.

location

The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target's location is the premise behind _______ marketing.

location-based

The power of digital communications has _______.

lowered the barriers to market entry

Another name for sentiment mining is:

opinion mining

To promote its new product, a company advertises it on television and places advertisements in nationally-circulated magazines and newspapers. This is a form of ______ media.

paid

Search engine marketing uses purchased links that typically appear either at the very top or upper right of a search-results page. These links are referred to as _______.

paid listings

The diffusion of social media has been _______.

rapid

Austin is doing a research paper for his psychology class. He plans on using the Internet to get information for his paper. He uses Google to start the process, but could have also used Bing or Yahoo!. Google, Bing, and Yahoo! are all _______.

search engines

A marketing practice with the goal of generating traffic from search engines through both paid and unpaid efforts is called _______.

search marketing

The analysis of feelings as a way to measure the tone of a conversation is the principle behind _______.

sentiment analysis

Because Facebook and Twitter allow users to create their own content and share it with other Facebook and Twitter users, these sites are referred to as ______.

social media

The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is referred to as _______.

social media monitoring

Your text describes the relationship between mobile technologies and social media as _______.

synergistic

When it comes to brand management, many experts today feel that brands are controlled by _______.

the people who choose to buy them

Search Engine Marketing:

the process of generating website traffic by purchasing advertisements on search engines

Search Engine Optimization:

the process of getting more traffic based on higher rankings of free or "organic" search results on search engines.

Search engine optimization tactics influence organic page ranking by influencing _______.

the relevance and popularity of web content

In order to create an index of all web content, search engines use automated software programs called spiders or _____ ____________.

web crawlers

Colin wants to buy a bluetooth speaker, so the first thing he does is search the Internet for various models and read product reviews from users. For Colin, this is the _________ moment of truth

zero