MK 410 Chapter 8

an individual's blog that has no affiliation with any brand.

If a company wants to learn what consumers truly think about its brands, the place where the most honest comments and postings will be found is:

develop upfront strategic planning prior to the assembling of war rooms during a live event.

In order to avoid litigation, marketers involved in real-time marketing must:

False

In terms of social media marketing, most brands utilize a single social media network.

False

It has been estimated that about 20 percent of a brand's fans generate about 80 percent of a brand's social buzz.

False

Of the social media networking sites, YouTube is the most likely to influence purchase decisions.

True

A common method of content seeding is offering some type of financial incentive, such as coupons, rebates, and contests.

Influencer marketing

A local newspaper reporter is an opinion leader when it comes to recognizing the best bar-b-que in town. The reporter could be included in which type of program?

Reach

A measure of the number of fans, friends, or followers a brand has in social media is:

Emotional connection to the brand.

Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of:

False

Brand advocates need to display a commitment to the brand either by their purchases of the brand or their emotional connection to the brand. Both are not necessary.

True

Consumer-generated reviews can provide valuable information that a company can use to develop a marketing plan, make product modifications, and enhance service strategies.

My Answer: Find brand advocates, you want to recruit these advocates because they are starting the majority of buzz about your brand in their communities.

Discuss the reasons marketers engage in social listening.

Blogs are often tied in with viral marketing campaigns.

Each of the following statements about blogs is correct, except: blogs are often tied in with viral marketing campaigns. blogs have been created on a wide range of topics. some blogs permit visitors to post comments, others do not. blogs are a powerful means of spreading word-of-mouth communications about a product.

fashion and food.

The most popular topics featured on Pinterest are:

engage fans and increase brand exposure.

The two frequently reported reasons for brands to develop a social media marketing campaign are to: generate leads and increase sales. engage fans and increase brand exposure. improve search rankings and gather customer intelligence. provide an avenue for customer interaction and enhance brand image.

True

To be effective, persons serving as influencers in influence marketing programs must be deemed authentic and not as paid spokespersons for companies.

True

To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.

True

Twitter is a good way for businesses to learn what consumers are saying about their business.

True

Viral marketing is preparing a marketing message that in some way is passed from one consumer to another through digital means.

My Answer: Building brand loyalty, increasing sales, increasing engagement among consumers with the brand

Why are marketers engaging in social media marketing?