MKT 390 Lecture Questions

A branded YouTube channel is an example of what type of digital media?

A YouTube channel, while technically a part of YouTube, is a channel that is controlled by a brand. The brand determines what content should be placed on the channel, what should be removed from the channel, how to promote the channel and so on. It has control over all of the messages being conveyed to people served. As such a YouTube channel is indeed an example of owned media.

What does AIDA stand for?

Attention, Interest, Desire, Action

Advantages of the internet as an advertising medium include all of the following except? - Direct selling potential - Clutter - Flexible message platform - Interactive relationship

Clutter

What is NOT a component of Brand Equity? - Brand associations - Brand loyalty - Cost - Brand awareness

Cost - Brand awareness, perceived value, brand associations, and brand loyalty are all components of Brand Equity.

The customer gap is the difference between _____ and _____.

Customer's expectations and the customer's perceptions of service quality

People includes all of the following EXCEPT: - Firm employees - Customers - Employees' families - Other customers

Employee families People component includes firm employees, customers, and other customers.

The opposite of a promotional post is called a(n):

Equity Post In social media, there are two high-level post types: Promotional Posts, which should be done sparingly and are overt in their attempt at promoting a brand, product or service, and Equity Posts, which are the posts that add value to followers. A brand should produce considerably more equity posts than promotional posts (usually at least a 2:1 ratio but for most companies an 8:1 ratio or more).

T/F: Customers will overlook one- or two-star reviewed businesses if the business is actively involved in social media properties

False As a business, it is well within transparency and authenticity guidelines to encourage your customers to review your business. You don't want to tell them what to say or to tell them to only do it if they will give you a positive review, but if you are only asking long-term customers it is likely they will give you a good review; otherwise, they wouldn't be a long-term customer. The false statement involves the overlooking of one- or two-star businesses if a business is actively involved in social media. This is simply not true. Regardless of the involvement of a business, if it is rated unfavorably, customers will respond unfavorably.

If a brand or company is trying to repair a damaged reputation with the people it serves, its strategic efforts in digital marketing would align with:

Favorability When a brand focuses on favorability, the brand has a goal to be more personable or likable, or to change a negative perception to a more favorable one. Digital marketing can be effective in perception changes such as these.

What is true regarding innovators? - They are risk averse - They avoid change - Higher education / higher income - They represent 34% of population

Higher education / higher income

Which of the following is NOT a characteristic of services? - Intangibility - Homogeneity - Perishability - Simultaneous Production and Consumption

Homogeneity - Correct term is HETEROGENEITY (every service experience is going to be slightly different)

Assurance refers to _____.

Knowledge and courtesy of employees and their ability to inspire trust and confidence

The concept of Mobile First as discussed in class says that:

Mobile First is a methodology that states as a brand we should design for the smallest screen first, then build the experience up to larger screens. It came about because most sites were built for a large screen and then brands tried to jam the same content into smaller screens, making them much less usable for the people they serve. The premise is that it is easier to build small to large than it is the other way.

For a certain company, their goal is to gain as much traffic to their site as possible through clicks from other sources. Is display advertising one of the most efficient ways to drive those clicks?

No Digital display advertising is a good way to gain impressions, or people who view your ad, but it is not effective in driving traffic to your site through clicks. In fact, only about 1/10 of 1% of people who see an ad actually click on it. This makes it good for top of the funnel awareness but less effective in driving direct sales.

A marketer has created a new product that no one has ever heard of and, at this point, no one even realizes they have a need for. As such the brand needs to create awareness and educate people on the product and the need it fills. The brand elects to use search engine marketing. Is this a good choice?

No Search engine marketing is effective in fulfilling existing demand but not in creating new demand. Think about how you use a search engine: you have a need and you go to a site like Google and look to fill that need. In other words, the demand is already there. If you don't even know the product exists nor realize you have a need, there is little likelihood you will be looking for it through search engines.

All of the following are ways in which a brand might effectively use influencer marketing in setting the brand apart from its competitors except: - Pay influencers to write positive reviews about your brand - Include influencers in any advance release of products - Use influencers in new product development or design - Encourage influencers to post messages about your brand to their followers

Pay influencers While it might be appropriate to pay influencers to work with a brand, helping to pay for the time it takes to create content and maintain a following, it is not appropriate to require influencers to write favorable reviews or to say specific things they may or may not believe. The authenticity comes from allowing the influencer to craft her/his message, in his/her own voice. Telling them to say only positive things makes this more of a paid endorsement than influencer marketing.

Microsoft generated lots of free publicity by....

Paying what people thought was an obscene amount for the rights to a song The rumor was that MS paid $12 for the rights to "Start Me Up" by the Rolling Stones

If we are deciding about how many steps a service should require in order to be accomplished, we are thinking about:

Process Some key things to think about are how complex the service should be, and also how to divide up the labor; that is, what should the employee do and what should the customer do?

The single word that most closely aligns with the concept of Growth Hacking is:

Rapid Growth hacking is much less about being innovative, or being on the lookout for a new way to do things, and more about testing over and over in a rapid fashion. The idea is to learn from everything you do quickly and get better and better. So growth hacking is all about being "rapid."

Typically, a Social Media Publishing and Broadcasting Plan is developed for what period of time?

3 Months Three months is, in general, the perfect amount of time. Most companies can determine and produce relevant content that far out yet at the same time it allows for changes in the environment to shape changes in the Publishing and Broadcasting Plan.

As a person who uses search engines, you will often see blogs, review sites and social media platforms display ahead of commercial sites in search results because:

Blogs, reviews and social platforms include a good deal of user-generated content and search engines tend to favor such content Yes, that user generated content is original content that search engines can easily spider and it appears genuine in nature. Sites that have less commercial intent generally present a more balanced approach to addressing specific topics and, as a result, Google and other search engines favor that content.

Which of the following is a reason why firms do NOT create new products? - Can be costly - Can lead to an increase in revenue - Fashion Cycles - Customers' tastes change over time

Can be very costly

The relationship between the company and the customer, where the firm makes promises to the customer, is also known as:

External marketing

T/F: In a contest winners are chosen by random selection from a pool of entries or generation of a number to match those held by game entrants

False

T/F: Product-focused ads inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation

False Institutional advertisements inform, persuade, and remind consumers about issues related to places, politics, an industry, or a particular corporation

T/F: The company has direct control over the customer gap

False The company does not. They can only influence the customer gap through the provider gaps

T/F: Product mix breadth or width is about the number of items within a product line.

False - Breadth or width refers to the number of product lines offered by a firm

Marketing communications managers usually state their media objectives in terms of GRP, which represents reach multiplied by frequency. What does GRP stand for?

Gross Rating Point

Which is not an element of an IMC program? - Industry - Advertising - Personal selling - Sales promotions

Industry Elements of an IMC program include Advertising, public relations, sales promotions, personal selling, direct marketing, and online marketing.

The relationship between the providers and the customer, where the providers keep the promises made to the customer, is also known as:

Interactive Marketing

The relationship between the company and the providers, where the firm gives providers the tools, training, and motivation to keep the promises to the customer, is also known as:

Internal Marketing

If a brand does not align its objectives with the needs of the people it serves, then in social media properties and platforms:

It will be unable to engage with its followers in a meaningful way

A disadvantage of couponing is...? - Helps coax users to trade up to more expensive brands - Low redemption rates - Reduces consumers' perceived risk associated with trial of a new brand - Encourages repeat purchase

Low redemption rates

Business cards, employee dress, and the servicescape are all part of the service's:

Physical Evidence When thinking about the physical evidence of the service, we need to consider how it can reinforce our brand, and we also need to think about how the physical evidence can improve the service, either by making the environment more pleasing or by helping facilitate the service (such as by posting up helpful signs and directions).

What is NOT true for the most part regarding the growth stage of the product life-cycle? - Profits decline - Sales rise - Increase in competition - Producers can enjoy economies of scale

Profits decline is not part of the growth stage

Which statement regarding retailer brands is NOT true? - They are also called Store and Private-Label brands - They are products developed by retailer or can be contracted out - Sales historically have been limited, but in recent years have experienced an increase - In recent years, retailer brands have been declining in sales

Retailer brands have been declining in sales - Retailers have been increasing in recent years

From the list below which item is NOT part of a PR practitioner's tool kit? - Press kits - Annual reports - Services marketing - Event sponsorships

Services marketing "Tools" include: Publications, video and audio, annual reports, press kits, news releases, speeches, event sponsorships, electronic media.

Which of the following is not a type of consumer product? - Sought - Shopping - Specialty

Sought

How might beacon technology help a brand better market to the people it serves?

The brand can interact through coupons, ads, and product information via smartphones with people within the retail location Beacons are hardware placed inside locations that are Bluetooth-enabled. The technology enables a brand to see where a person is within a building to send relevant messages based on that specific location

Even though mobile applications (apps) are largely favored by most people over mobile browsers, brands largely create apps with very low download rates. Many that are successful have one thing in common:

They provide value and utility to the people they serve

T/F: A pull strategy gets consumers to pull the product into the supply chain by demanding it

True

T/F: A push strategy is designed to increase demand by focusing on wholesalers, distributors, or sales people

True

T/F: A sweepstake is a promotion where winners are determined purely by chance

True

T/F: Although companies can have a new product that does not meet its expectations it is possible that a company's new product can exceed its expectations.

True

T/F: In a contest consumers compete for prizes or money on the basis of skills or ability

True

T/F: In a contest winners are determined by judging entries or ascertaining which entry is closest to predetermined criteria

True

T/F: One of the things media planners need to decide is which medium to select

True

T/F: a BRAND ASSOCIATION reflects the mental links that consumers make between a brand and its key product attributes, such as a logo, slogan, or famous personality.

True

A "hamburger" icon in a mobile experience is an example of:

Way finding > enables a user to better know where they have been and how to get to what they need in owned media like websites. Wayfinding might be a breadcrumb trail that shows where you were on the site before the page you are currently on, or in this case it might be in the form of best practices, like a Hamburger icon in mobile environments that designates the menu bar to find you way around the site.

In the lecture, Skittles was used to illustrate the advantages of a large Facebook community. Thinking about those advantages, all of the following were cited except: - Skittles can rally its community sit needs, even from mobile devices - Skittles can use FB exclusively to push promotions to its community - Skittles can ask for feedback on product or marketing concepts - Skittles can rely on its community to help in marketing products

While Facebook can be used as a method to push promotional messages, a brand should use it in this way sparingly. It is important to give before you get, or ask for something, if you represent a brand. And certainly a brand should not use Facebook exclusively for promotions - people typically don't want to interact with brands for that purpose and no other.

Does price send a message about the quality of a service?

Yes. With services we have less information about the offering beforehand, since we can't see it or test it in advance. Because of this lack of information, we put more weight onto the information that we DO have, such as price. We tend to think that when prices are high, quality is also high.