Chapter 13 (Exam 3)

Which of the following individuals is using social media to act as a brand ambassador? 1.Noah, who posts pictures of him and his friends drinking Red Bull at a ski resort 2.Bella, who wrote an e-mail to a company to complain about poor service 3.Cathy, who clicked on the "contact us" page of a website 4.Julie, who wrote a cautionary product review on her blog 5.Paul, who inquired about a store's loyalty program

1. Noah, who posts pictures of him and his friends drinking Red Bull at a ski resort

Which of the following people on a website design team is using a wireframe? 1.Calvin is putting a framework together of how the website should function. 2.Camilla is drawing up a framework of consumers' needs to determine the best goal for the website. 3.Neil is compiling data on competitors' websites for comparison purposes. 4.Jayla is developing the organizational hierarchy of the design team. 5.Blake is using target audiences to develop the website's various pages.

1.Calvin is putting a framework together of how the website should function.

Content marketing categories

1.Expert content (3rd party) 2.User-generated content 3.Branded content

Jared decided to remove himself from social media for one week. During that time, he did not check his Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Jared to feel isolated and that he was missing out on what was happening around him. What acronym has been linked to the feeling Jared experienced?1.FOMO 2.YOLO 3.ICYMI 4.TTYN 5.ZMOT

1.FOMO (fear of missing out)

Marketers must produce relevant messages to each consumer

1.Understand customer and provide valuable content 2.Make content visible in places where customers spend time 3.Make sure message is accessible to customer when he or she needs it

Kelsey liked her new smart television so much, she went online to the company's website to post a positive review of it. What type of content is Kelsey's product review? 1.user-generated content 2.branded content 3.third-party content 4.secondary content 5.expert content

1.user-generated content

7. Google, Bing, and Yahoo all help users search for information on the World Wide Web. As such, they are considered to be 1.web encyclopedias. 2.search engines. 3.search portals. 4.wireframes. 5.web hosts.

2.search engines.

According to conversion expert Chelsea Baldwin, which of the following will help improve CTA conversion rates? 1.Write CTA headlines in second person. 2.Remove CTA buttons. 3.Add visual cues to CTAs. 4.Use generic wording in CTAs. 5.Write CTA headlines in third person.

3.Add visual cues to CTAs.

Jenna was excited to purchase a Bluetooth wireless speaker. She brought her purchase home and is now using it for the first time. What acronym represents where Jenna is at in the purchase process ?1.FMOT 2.FOMO 3.SMOT 4.ZMOT 5.YOLO

3.SMOT

Engagement measures all of the following except 1.whether or not people share posts or retweet tweets. 2.how many people demonstrate approval or agreement with a retweet or a like. 3.how people participate in brand conversation. 4.whether or not people engage in conversation by commenting. 5.how many times people purchase from the brand.

5. how many times people purchase from the brand.

What innovation in the early 20th century started a new age of communication? 1.the introduction of the Internet 2.the distribution of newspapers across state lines 3.the introduction of mass-scale printing capabilities 4.the introduction of print advertisements in magazines 5.the introduction of broadcast radio and TV

5. the introduction of broadcast radio and TV

Which of the following is true regarding the use of domain names?1.Longer domain names are better than shorter ones. 2.It is advantageous for a company to select a domain name that is similar to its competitor. 3.Domain names cannot have hyphens or underscore symbols in them. 4.A good domain name does not have to reflect what the site is about. 5.It helps if a company's domain name is the same as its brand.

5.It helps if a company's domain name is the same as its brand.

Which of the following is an example of geo-fencing? 1.Julie searched for product reviews online when shopping for a new refrigerator. 2.Brianna received an "award" for checking-in at her favorite restaurant. 3.Tonya used the "like" button on Facebook when visiting the page of her favorite store. 4.Tyler received an e-mail message about upcoming Black Friday deals. 5.While shopping at the mall, Adam received a text message for a 20 percent off coupon from one of his favorite stores.

5.While shopping at the mall, Adam received a text message for a 20 percent off coupon from one of his favorite stores.

In today's era of media noise, how can marketers break through the clutter to reach their audience? 1.by producing messages that display the brand most creatively 2.by producing messages that are the most visible to consumers 3.by inundating the market with advertising 4.by increasing the communications budget 5.by producing messages that are relevant to each individual consumer

5.by producing messages that are relevant to each individual consumer

Establishing an Online Brand Presence

Planning - Understand online motivations To learn To have fun To socialize To express oneself To advocate To do business To shop

Search Engine Marketing (SEM)

SEM uses paid listings

Search Engine Optimization (SEO)

SEO uses various kinds of search

Geo Fencing

Sends messages to smartphone users in a specific area

Zero moment of truth (ZMOT)

The moment when a customer uses a digital device to begin learning about a potential purchase.

Call to action (CTA)

is an image or line of text that prompts a desired action

Digital marketing

is an umbrella term that refers to the marketing of goods or services using digital media, such as e-mail, websites, search engines, and social media platforms.

Mobile Computing

is technology that allows transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection.

Social Media

refers to Internet-based applications that enable users to create their own content and share it with others who access these sites.

Planning

◦Choosing a domain name ◦Identifying a hosting service for the website ◦Free hosting services sell advertising ◦Paid hosting services are typically offered in tiers

Development

◦Functional site is created ◦Content management system (CMS) used to manage the website◦Home page ◦About page◦Contact page ◦Product, service, or "hire me" page

Testing Launch

◦Functional site is created ◦Google released service that tests website's mobile friendliness and page speed for desktop all in one place ◦Mobile friendliness ◦Mobile speed ◦Desktop speed

◦Ways to improve conversion rates

◦Replace generic wording ◦Add visual cues ◦Write CTA headlines in first person

Design

◦Wireframe is the skeletal framework of website◦Color closely associated with emotional states ◦Typography includes fonts and spacing between letters and lines ◦Images can influence viewer's perceptions