Marketing Chapters 1-5 Study Guide (CHAP. 3)

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? a. mobilization rates b. page views c. bounce rates d. keyword analysis e. sentiment analysis

c. bounce rates

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

c. corporate blog

___________ are free to download, but appear as ads on the screen; they generate revenue while users interact with the app. a. In-app purchases b. Paid apps with in-app purchases c. Paid apps d. Ad-supported apps e. Freemium apps

d. Ad-supported apps

The 4E framework of social media includes a. emphasize, excite, educate, engage b. expect, emphasize, educate, engage c. excite, educate, entertain, engage d. excite, educate, experience, engage e. expand, engage, educate, emphasize

d. excite, educate, experience, engage

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

d. monitor the program

Which of the following encourages visitors to delve deeper into a website, to explore other pages and, in general, spend more time on the site? a. call-to-action buttons b. mobile apps c. corporate blogs d. downloadable bar codes e. posted videos

a. call-to-action buttons

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

a. may limit exposure if ad is very successful

Individuals achieve the effect when they check in, post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook. a. social b. connected c. information d. interconnected e.

b. connected

Firms that hire (or encourage) well-known names to promote brand messages to their networks of followers are using: a. freemium apps b. influencer marketing c. the network effect d. social listening e. the information effect

b. influencer marketing

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

b. set goals