BUS346 Final (Ch. 3, 17, 18, 13, 14, 6)

A measure termed _______ describes how useful an ad message is to the consumer doing the search. Select one: a. impression b. awareness c. return on investment d. relevance e. reliability

d. relevance

Especially for marketers with new products or services, IMC is needed because Select one: a. consumers need to know all about the features of new products before making a purchase decision. b. it is impossible for products to sell themselves through word of mouth communication. c. new products and services need to be integrated into the supply chain value proposition. d. pricing decisions cannot be made without IMC. e. consumers are unlikely to buy products they are not aware of.

e. consumers are unlikely to buy products they are not aware of.

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using Select one: a. Google Analytics. b. keyword analysis. c. click path analysis. d. gamification. e. sentiment analysis.

e. sentiment analysis.

Social media first began to get more professional and offer more to users Select one: a. at the turn of the twenty-first century. b. just after its invention phase in the early 1990s. c. when Apple launched the first App Store. d. in the past few years, during its entrepreneurial phase. e. in 2011-2012, when the market became flooded with smartphones.

a. at the turn of the twenty-first century.

Though a picture may be worth a thousand words, the most important facet of encoding is Select one: a. not what is sent but what is received. b. the self-visualization process. c. not what is received but what is sent. d. who draws the picture. e. the sponsor rather than the receiver.

a. not what is sent but what is received.

Integrated marketing communications include all of the following EXCEPT Select one: a. supply chain management. b. public relations. c. direct marketing. d. sales promotion. e. advertising.

a. supply chain management.

A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks? Select one: a. Educate b. Excite c. Engage d. Energize e. Experience

b. Excite

Dan has a marketing degree and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails, and other postings via email. Dan's position can be described as a ____ a. community manager. b. online customer service representative. c. search engine marketing associate. d. blogger. e. social media strategist.

b. online customer service representative.

__________ are a measure that indicates what percentage of potential customers act as the marketer hopes by clicking, buying, or donating. a. Bounce rates b. Mobilization rates c. Conversion rates d. Sentiment rates e. Keyword rates

c. Conversion rates

In recent years, the component of IMC that has received the greatest increase in spending is Select one: a. sales promotions. b. publicity. c. direct marketing. d. media advertising. e. public relations.

c. direct marketing.

When purchasing books on Amazon.com, customers are shown other books and a message saying, "Customers who purchased (your book) also purchased..." This is an example of a. mass media advertising. b. public relations. c. direct marketing. d. publicity. e. sales promotions.

c. direct marketing.

How is the cost to companies and entrepreneurs using Google Analytics calculated? Select one: a. correlated to conversion rates of website b. flat fee c. free for everyone d. a few cents per 100 hits e. free for individuals; corporate rates based on usage

c. free for everyone

In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated. a. medium b. sender c. receiver d. communication channel e. transmitter

c. receiver

YouTube is an example of what type of social media site? a. media sharing b. microblogging c. social bookmarking d. thought sharing e. social networking

a. media sharing

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles? a. Placing a Facebook link on the Nike corporate website b. Placing a Facebook ad c. Creating a Facebook tab allowing users to view the tennis clothing within Facebook d. Uploading a coupon to the Nike fan page e. Encouraging Facebook users to like the Nike page so their friends will see this action

b. Placing a Facebook ad

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by a. engaging. b. listening. c. reacting. d. exciting. e. educating

b. listening

When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least ten television programs recalling great commercials. For its target audience, the frequency of this ad is measured as a. one/tenth. b. one. c. 500 million. d. ten. e. 5 billion (ten times 500 million).

b. one.

When measuring social media effectiveness, one important measure is the number of people in an individual's social networks. This is referred to as Select one: a. the extended network. b. social reach. c. information flow. d. target audience. Incorrect e. influence.

b. social reach.

If you send an email and include a link, you can track how many people took the desired action of clicking the link. This is known as a. frequency. b. the click-through rate. c. reach. d. impressions. e. gross rating points.

b. the click-through rate.

Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns, and then measuring the results. Brad's new job most likely has the title of Select one: a. online customer service representative. b. community manager. c. social media strategist. d. search engine marketing associate. e. blogger.

c. social media strategist.

Which of the following is the most effective technique used by retailers to combat lost sales from price check apps used by customers shopping in brick and mortar stores? a. advertising on Flickr and YouTube b. offering mobile applications to check other websites c. using FourSquare to build customer patronage d. arming salespeople with smartphones so they search inventories and place orders online e. developing in-store demonstration kiosks for big-ticket items

d. arming salespeople with smartphones so they search inventories and place orders online

When developing a social media campaign, what is unique about the copy and images to be used? a. They need to be humorous. b. They must appear only in color (not black and white). c. They must appeal to a diverse, multicultural audience. d. They need to feature only young actors. e. They need to be updated almost constantly.

e. They need to be updated almost constantly.

Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is Select one: a. easy. b. simple. c. ineffective. d. overrated. e. expensive.

e. expensive.

Sales data, complaints, compliments, and redemption rates for coupons and rebates are types of __________ marketers use to assess the effectiveness of their IMC efforts. Select one: a. decoding b. pre-testing c. encoding d. simulations e. feedback

e. feedback

The sender of an integrated marketing communication a. must work with the advertising specialists to ensure all recipients interpret the message accurately. b. should attempt to control how the message is received. c. controls the meaning all receivers take from the message. d. can assess the manner in which receivers interpret the message through gross rating points. e. has little control over what meaning any individual receiver will take from the message.

e. has little control over what meaning any individual receiver will take from the message.

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers, announcing the arrival of this season's new clothing? Select one: a. advertising b. personal selling c. social marketing d. sales promotions e. mobile marketing

e. mobile marketing

Integrated marketing communications represents the __________ P in the four Ps of a firm's marketing mix. Select one: a. partnering b. pricing c. place d. product e. promotion

e. promotion

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's a. conversion rate. b. bounce rate. c. hits. d. click paths. e. extended network

a. conversion rate.

In recent years, the component of IMC that has received the greatest increase in spending is Select one: a. direct marketing. b. publicity. c. media advertising. Incorrect d. sales promotions. e. public relations.

a. direct marketing.

Suppose that the Chipotle restaurant chain held a competition offering free food for a year to the customer who visited—and checked in—to the largest number of Chipotle restaurants via the FourSquare mobile app. This promotion would be an example of Select one: a. gamification. b. a microblog. c. a new social network. d. sentiment analysis. e. media sharing.

a. gamification.

The sender of an integrated marketing communication Select one: a. has little control over what meaning any individual receiver will take from the message. b. controls the meaning all receivers take from the message. c. should attempt to control how the message is received. d. can assess the manner in which receivers interpret the message through gross rating points. e. must work with the advertising specialists to ensure all recipients interpret the message accurately.

a. has little control over what meaning any individual receiver will take from the message.

Naomi is IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include Select one: a. increasing inquiries, awareness, and trial of her firm's services. b. expanding customer loyalty by closing the feedback loop. c. increasing the lagged effect. d. increasing market share, sales, and customer loyalty. e. shifting customers to rule-of-thumb budgeting.

a. increasing inquiries, awareness, and trial of her firm's services.

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in a. increasing market share, sales, and customer loyalty. b. increasing inquiries, awareness, and trial of his firm's services. c. shifting customers to rule-of-thumb budgeting. d. expanding customer loyalty by closing the feedback loop. e. increasing the lagged effect.

a. increasing market share, sales, and customer loyalty.

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers, announcing the arrival of this season's new clothing? Select one: a. mobile marketing b. social marketing c. personal selling d. sales promotions e. advertising

a. mobile marketing

Excluding computers, which of the following methods is used by more consumers to access social media? a. mobile phones b. iPads c. e-readers d. GPS units e. iPods

a. mobile phones

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting? Select one: a. rule-of-thumb b. reach and frequency c. objective-and-task d. track and decode Incorrect e. sender-receiver

a. rule-of-thumb

Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, "Ask your doctor about (our medicine)." In addition to creating awareness about their drugs, the companies are hoping to a. stimulate interest, persuading consumers to investigate further. b. reduce deceptive advertising. c. offer objective-and-task marketing communications. d. signal encoding symbols to simplify the feedback loop. e. promote public interest social responsibility communications.

a. stimulate interest, persuading consumers to investigate further.

National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with Select one: a. an extended feedback loop. b. a flaw in the medium. c. lack of clarity in the message. Incorrect d. competing messages. e. a poor choice of medium.

b. a flaw in the medium.

Advertising agencies often provide the IMC function of comparing their customer's target audience with the viewer, listener, or reader profile of the communication channel being considered. The agency is most likely trying to avoid noise problems associated with a. a flaw in the medium. b. a poor choice of medium. c. an extended feedback loop. d. lack of clarity in the message. e. competing messages.

b. a poor choice of medium.

What is Google+? Select one: a. a site offering analytical information about website usage b. a social networking site c. a video sharing site intended for businesses d. a website where users can work together to create documents e. an experimental, advanced search engine

b. a social networking site

What is the appeal of Pinterest to marketers? a. generates customer engagement with products b. allows products and services to receive unlimited exposure from fans c. allows big-box stores to compete on a cost basis with online retailers d. helps create exclusive merchandise for retailers e. creates excitement about service or products through gamification

b. allows products and services to receive unlimited exposure from fans

Facebook is the only social networking site Jana uses. She spends about half an hour a day there staying in touch with her children, her grandchildren, and several friends she has known since high school. What segment of social networking users does Jana belong to? Select one: a. listeners b. bonders c. creators d. sharers e. professionals

b. bonders

A firm's marketing communication strategy is formulated specifically to a. control its public image. b. communicate the value of its product(s). c. increase its return on investment. d. increase its frequency ratio. e. increase its social media presence.

b. communicate the value of its product(s).

A firm's marketing communication strategy is formulated specifically to Select one: a. increase its return on investment. b. communicate the value of its product(s). c. increase its frequency ratio. d. control its public image. e. increase its social media presence.

b. communicate the value of its product(s).

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or Select one: a. excessive reach. b. competing messages. c. inhibited decoding. d. an extended feedback loop. e. indirect encoding.

b. competing messages

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble __________ the IMC message. Select one: a. precoding b. decoding c. encoding d. transmitting e. tracking

b. decoding

What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers? Select one: a. unattractive to consumers b. may limit exposure if ad is very successful c. encourages negative feedback d. unable to make adjustments e. poor cost control

b. may limit exposure if ad is very successful

Ask.com is a website that invites site users to ask questions to be answered by other users. Questions cover a wide range of topics, from "How do I get rid of blemishes overnight?" to "What does the Federal Reserve do when it wants to increase the quantity of money in circulation?" Site visitors rate the various answers provided, and answers are displayed according to their ratings. Which segment of social networking users would be most likely to enjoy answering questions on Ask.com? a. listeners b. sharers c. bonders d. creators e. professionals

b. sharers

Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying, "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of Select one: a. product underwhelm. b. the lagged effect. c. rejection of advertising. d. IMC strategy. e. subliminal advertising.

b. the lagged effect.

While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit its website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors' prices on any item it sells. This is an example of which 4E framework? Select one: a. Engage b. Experience c. Educate d. Energize e. Excite

c. Educate

Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes where provides was which of the 4E frameworks? Select one: a. Engage b. Excite c. Experience d. Educate e. Energize

c. Experience

__________ is any interference in the IMC process. Select one: a. Translation b. Looping c. Noise d. Excessive reach e. Feedback

c. Noise

The proliferation of new media alternatives has led many firms to shift their promotional budgets from a. stealth marketing to viral marketing. b. personal selling to advertising. c. advertising to direct marketing and website development. d. publicity to public relations. e. integrated marketing communications to diverse marketing communications

c. advertising to direct marketing and website development.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from Select one: a. stealth marketing to viral marketing. b. integrated marketing communications to diverse marketing communications. c. advertising to direct marketing and website development. d. personal selling to advertising. e. publicity to public relations.

c. advertising to direct marketing and website development.

3.Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names when Cheryl stopped her and said, "I recognize that one." Marketers call this a. free association. b. top-of-mind awareness. c. aided recall. d. recall mapping. e. selective recall.

c. aided recall.

This type of thought-sharing site typically provides the highest level of control for companies. Select one: a. professional blog b. Flickr c. corporate blog d. personal blog Incorrect e. Google+

c. corporate blog

After creating awareness that the firm's products or services exist, the next goal of integrated marketing communications is to Select one: a. generate consumer action. b. determine the level of desire needed to sustain action. c. increase the level of interest among consumers. d. gain the attention of the consumer. e. create intentions to purchase the product.

c. increase the level of interest among consumers.

Lamar is assessing the long-term effectiveness of his firm's IMC efforts. He will probably analyze the firm's success in Select one: a. increasing inquiries, awareness, and trial of his firm's services. b. shifting customers to rule-of-thumb budgeting. c. increasing market share, sales, and customer loyalty. d. increasing the lagged effect. e. expanding customer loyalty by closing the feedback loop.

c. increasing market share, sales, and customer loyalty.

Charming Charlie's, a fashion accessories retailer, encourages visitors to its stores to check in using a smartphone app. In return, customers receive an instant coupon toward that day's purchase. This is an example of Select one: a. personal selling. b. advertising. c. mobile marketing. d. online marketing. e. social media.

c. mobile marketing.

Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan's blog has changed from a __________ blog to a __________ blog. a. social; network b. personal; social c. personal; professional d. professional; personal e. professional; network

c. personal; professional

Michaela is a financial consultant in Manhattan. She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter, but she's much too busy to bother with Facebook. What segment of social networking users does Michaela belong to? a. bonders b. sharers c. professionals d. creators e. listeners

c. professionals

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and Select one: a. the number of destinations. b. the total number of clicks recorded by the industry. c. the number of impressions. d. the cost per click. e. how much time consumers spend viewing the ad or page.

c. the number of impressions.

The right communication channel to use in IMC is a. the one that maximizes decoding difficulty. b. network advertising, local newspapers, and regional radio stations. c. the one that will connect to the desired recipients. d. the traditional channel used in that particular retail sector. e. the one with the best encoding capabilities.

c. the one that will connect to the desired recipients.

Twitter can help to build a brand's image by educating and engaging consumers. However, one central issue for companies using Twitter is Select one: a. eliminating negative posts. b. remuneration for posters. c. timely management of Twitter accounts. d. confusion with similar products. e. limiting the number of tweets per day.

c. timely management of Twitter accounts.

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this Select one: a. aided recall. b. category dominance. c. top-of-mind awareness. d. the primacy effect. e. elevated awareness.

c. top-of-mind awareness.

Julian and his friends log on to an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in? Select one: a. NOWNESS b. Snapchat c. Snapette d. SCVNGR e. Pose

d. SCVNGR

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and Select one: a. enhanced decoding processes. b. the reach/frequency ratio. c. supply chain effectiveness. Incorrect d. a consumer's purchase. e. the level of noise in the IMC channel.

d. a consumer's purchase.

Despite its vivid design, the website for Lolly's Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address? Select one: a. keyword analysis b. page views c. sentiment analysis d. bounce rates e. mobilization rates

d. bounce rates

A firm's marketing communication strategy is formulated specifically to Select one: a. increase its social media presence. b. increase its frequency ratio. c. control its public image. d. communicate the value of its product(s). e. increase its return on investment.

d. communicate the value of its product(s).

Especially for marketers with new products or services, IMC is needed because Select one: a. it is impossible for products to sell themselves through word of mouth communication. b. pricing decisions cannot be made without IMC. c. consumers need to know all about the features of new products before making a purchase decision. d. consumers are unlikely to buy products they are not aware of. e. new products and services need to be integrated into the supply chain value proposition.

d. consumers are unlikely to buy products they are not aware of.

The goal of any marketing communication is to Select one: a. increase public relations click-through rates. b. maximize personal selling. c. overwhelm negative publicity with commercial speech. d. get the right message to the right audience through the right media. e. replace cause-related marketing with non-cause-related marketing.

d. get the right message to the right audience through the right media.

1. One measure of traffic from visitors on sites, the total page requests, is measured in units called Select one: a. tweets. b. impressions. c. paths. d. hits. e. clickers.

d. hits.

A major factor contributing to the growth in the use of direct marketing IMC efforts is Select one: a. the reduction in IMC noise, allowing for a decreased lagged effect. b. a shift from objective-and-task to rule-of-thumb budgeting. c. reduced government regulation of deceptive advertising practices. d. increased use of credit and debit cards and online shopping by consumers. e. expanded use of personal selling.

d. increased use of credit and debit cards and online shopping by consumers.

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, when consumers do not act immediately after receiving a marketing communication. Select one: a. click-through delay b. noncommittal effect c. viral effect d. lagged effect e. decoding decomposition effect

d. lagged effect

The first step in the process of creating a social media campaign is to Select one: a. identify the target audience. b. design the elements of the campaign. c. develop a budget. d. set goals. e. monitor the program.

d. set goals.

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service. Select one: a. Product familiarity b. Marketing recall c. Brand association d. Cognitive association e. Brand awareness

e. Brand awareness

According to the text, which of the following has earned the highest Klout score? a. Ashton Kutcher b. President Barack Obama c. iPad mini d. True Blood e. Justin Bieber

e. Justin Bieber

Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives and to comment on similar details posted by their friends? a. creators b. sharers c. listeners d. professionals e. bonders

e. bonders

The basic goal of integrated marketing communications is to Select one: a. outspend competitors. b. tell the world about your company. c. create desire. d. manipulate consumers. e. communicate the value proposition to the target market.

e. communicate the value proposition to the target market.

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble __________ the IMC message. Select one: a. precoding b. transmitting c. encoding d. tracking e. decoding

e. decoding

Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is a. easy. b. ineffective. c. overrated. d. simple. e. expensive.

e. expensive.

Compared to mass media advertising, a key advantage of direct marketing is that a. it uses the rule-of-thumb budgeting method. b. it involves face-to-face contact. c. it is used almost exclusively for B2B marketing. d. it reaches a larger audience. e. it allows for personalization of the message.

e. it allows for personalization of the message.

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, when consumers do not act immediately after receiving a marketing communication. Select one: a. click-through delay b. decoding decomposition effect c. viral effect Incorrect d. noncommittal effect e. lagged effect

e. lagged effect

Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media and finally, she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget. a. rule-of-thumb b. sender-receiver c. track and decode d. reach and frequency e. objective-and-task

e. objective-and-task

The individual elements of an IMC strategy can be viewed on two axes: __________ (from the consumer's perspective) and ________. Select one: a. passive and interactive; tangible and intangible b. offline and online; low cost and high cost c. mobile marketing and direct marketing; tangible and intangible d. static and changing; offline and online e. passive and interactive; offline and online

e. passive and interactive; offline and online

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be a. the number of people who visited the page describing the contest. b. the number of people who entered the contest. c. the number of people who entered the contest plus the number of people who visited the page describing the contest. d. the percentage of fans of the company's page who learned about the contest. e. the percentage of visitors to the page describing the contest who entered the contest.

e. the percentage of visitors to the page describing the contest who entered the contest.

The goal of any marketing communication is to a. get the right message to the right audience through the right media. b. overwhelm negative publicity with commercial speech. c. maximize personal selling. d. increase public relations click-through rates. e. replace cause-related marketing with non-cause-related marketing.

a. get the right message to the right audience through the right media.

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and a. the number of impressions. b. the cost per click. c. the total number of clicks recorded by the industry. d. the number of destinations. e. how much time consumers spend viewing the ad or page

a. the number of impressions.

What does a Klout score measure? a. page views and sales b. social reach, influence, and extended network c. media influence d. click path and bounce rate ratio e. conversion rates

b. social reach, influence, and extended network

When someone brags about how many Facebook friends he or she has, which measure of individual social media influence is he or she talking about? a. extended network presence b. information flow c. social reach d. target audience impact e. influence

c. social reach

Companies that specialize in sentiment analysis are least likely to look at __________ for data. a. Twitter b. personal blogs c. Facebook d. YouTube e. Mommy blogs

d. YouTube

Which of the following is the definition of social media? a. web services that allow users to share their physical locations b. a collection of websites that support the posting of videos and photos c. a group of websites that allow users to establish formal connections d. content distributed through online and mobile technologies e. the practice of users forwarding video and photo links to each other

d. content distributed through online and mobile technologies

A __________ can be used to create positive word of mouth, help customers form a community, and develop long-term relationships between customers and the company. Select one: a. Super Bowl ad b. public relations campaign c. full-page ad in selected newspapers d. corporate blog e. faxed newsletter

d. corporate blog

Which of the following is most effective in building brand image, listing details about retail locations and educating customers about products and services? a. Twitter b. faxed newsletter c. Super Bowl ad d. corporate website e. corporate blog

d. corporate website

___________ means converting the sender's ideas into a message, which could be verbal, visual, or both. a. Decoding b. Tracking c. Integrated marketing communications d. Precoding e. Encoding

e. Encoding

Firms can use __________ to bring customers together to share experiences around the products. a. brand associations b. consumer outlets c. public relations d. surveys e. social media

e. social media

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is NOT one of the four E's in this framework? Select one: a. Energy b. Education c. Experience d. Engagement e. Excitement

a. Energy

A measure termed _______ describes how useful an ad message is to the consumer doing the search. Select one: a. impression b. relevance c. return on investment Incorrect d. awareness e. reliability

b. relevance

Which of the following is NOT one of the steps in the AIDA model? a. action b. interest c. desire d. awareness e. intention

e. intention

Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using? a. thought sharing b. social networking c. media sharing d. social bookmarking e. microblogging

c. media sharing