MKTG 3213 Exam 2- Module 10 and 11

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What is the point of on-site SEO?

Prove to Google that your content is relevant

The social media landscape changes __________ and requires ___________ from marketers.

Quickly; flexibility

What is the definition of Advertising?

A form of external promotion with customers, paid for by the seller

What is a landing page?

A special page specifically for people who click on your ad

Why do firms use SEO?

All companies want to have the #1 ranking on Google

Why is it crucial for a company to break through the promotional clutter?

Consumers have a limited ability to register messages

What is a main risk of using email promotions?

Consumers ignoring emails

What is the goal of a sales promotion?

Convincing consumers to "act now"

Promotion is ultimately about making:

Effective exchanges between the seller and the customer

A nonprofit that provides education for underserved communities is looking to run a new promotion. The company is deciding to either provide several statistics or a single, personal story from a student relying on funds. Out of the following, which part of the SUCCESS model would the personal story best encompass?

Emotion

Which aspect of the SUCCESS model is more common in the United States than in other countries?

Emotion

Which step of the Process of Consumption best lines up with the Desire aspect of Goals of Promotion?

Evaluation of alternatives

What is determined by the default bid aspect of setting up a pay-per-click ad?

How much the firm pays per click

When determining which social media platform to use for marketing, what should marketing professionals consider?

How the platform fits with your product

See's Candy Store is known for handing out free samples of their chocolate. What is the main hope of See's when utilizing this strategy?

Immediate purchase

What does "noncommercial" mean in regards to Public Relations?

Information not paid for by the company

Companies on social media should remember to:

Interact with followers

What is defined as frontline interactions in the Communications Triangle?

Interactive Communication

In the Communications Triangle model, which type of interaction is modeled by a double-headed arrow?

Interactive promotion

Which social medial site is best suited for business to business marketing?

LinkedIn

Why has readership of most print media declined in recent years?

Many readers obtain information online

In advertising, a marketing professional should know both her _______ and her _______.

Message; audience

Can the order of the AIDA model be changed? Why or why not?

No, each step must be achieved before moving to the next

Which of these is not an example of out-of-home advertising?

Online ad videos

Why is telling stories such an impactful way to advertise?

People are drawn into stories

Which of these is not a common type of public relations tools?

Personal interviews

A nonprofit that provides education for underserved communities is looking to run a new promotion. The company is deciding to either provide several statistics or a single, personal story from a student relying on funds. Which strategy best encompasses the idea of being Concrete?

Personal story

Which of these is not an advantage of sales promotions?

Sales promotions have long-term effects

What is a sales promotion?

Short term external promotion tactic designed to influence immediate purchase

The advertising examples given in the lecture videos best demonstrate which aspects of the SUCCESs model for cutting through clutter?

Simple and Unexpected

When the company first started, Southwest's message in advertisements and managerial actions clearly communicated its commitment to low prices. What is this the best example of?

Simplicity

What is the best example of a Frequent User Program?

Southwest credit card

Companies who are recruiting new employees often ask to come to college campuses and speak in classes. What type of public relations tool is this most like?

Speaking engagements

Advertisements should be run with _______ objectives in mind.

Specific and measurable

A company is looking to implement its new advertisement that is targeted specifically towards consumers 65 and older. Which communication channel would most effectively reach the intended audience?

TV commercials

What is the key aspect of the definition of social media?

The ability it gives users to interact with each other

The importance of being Unexpected is best explained by:

The ability of surprising messages to break through clutter

What is puffery?

The idea that most ads tell only the best-case scenario

What is Search Engine Optimization (SEO)?

The strategy to try and improve the firm's ranking on Google

Which of these is the best strategy for determining the best social media platform to use for marketing?

Try new platforms and content to see what connects

In rebate programs, what are many marketing professionals banking on?

Unwillingness of consumers to mail in the rebate

Which of these is an important characteristic of YouTube?

Video-based search engine

There is a trend towards _______ elements in social media

Visual

Which of these is not a goal covered by Public Relations Advertising?

action

Posts that have a(n) __________ element tend to do well on Instagram

artistic

Repetition of primary keywords is the only requirement for moving a firm up on Google's search engine rankings.

false

The immediate goal of all advertising is to make exchange happen.

false

The landing page is the same as the web home page.

false

The message put in place by the Sender is always identical to the message received by the Receiver.

false

Compared to digital or broadcast advertising, print advertisements tend to lack:

flexibility

Pinterest is the only social media platform that is ________-looking.

forward

Advertising is best thought of as a(n):

investment

Marketers tend to spend _________ on out-of-home advertisements compared to other methods.

less

Which of these situations would Twitter be best for?

live reporting

In the Transactional Model of Communication, who fulfills the role of the Sender?

marketer

Bing is often dismissed, but can still be a good place to run advertisements

true

It is easier to determine the effectiveness of sales promotions than advertisements.

true

Public Relations are generally believed more so than advertisements.

true

The Cadbury commercial in the video lecture is an example of how advertisements have the ability to improve a company's reputation.

true

The Communications Triangle encompasses more than just promotional interactions.

true

When choosing keywords, firms should look at which words have the highest monthly traffic.

true

Companies using social media marketing should remember to provide ________ on social media that relate(s) to their brand.

value

Which of these is not a key category of digital promotion?

video

What should the Unique Value Proposition be matched with?

Call to Action

Which of these is not one of the Three C's in communication?

Committed

Print ads are no longer effective in today's world.

false

Which of these is the best example of display advertising?

Banner advertisement

Which of these is a goal of SEO?

Be a top result of as often as possible

Which of these is not an example of broadcast advertising?

Billboard advertisement

A benefit of TV broadcast advertising is that:

Both visual and audio mediums are available

Which of these is not a reason for the increasing popularity of digital marketing?

Difficult to track effectiveness

What is defined as the communications between the company and its customers?

External promotion

Which social media platform has the widest customer base?

Facebook

What is the definition of Public Relations?

Form of external promotion through channels perceived to be noncommercial

The "company" in the Communications Triangle represents the:

Formal company management

Who is interacting in Interactive promotions?

Frontline employees and customers

Which of these is not a characteristic of a good landing page?

Full company information

What is the main difference between advertisements and sales promotions?

Goal: of long-term or immediate payoff

What is the best way to have excellent off-site SEO?

Have high quality content

When determining which social media platform to use for marketing, where should marketing professionals look?

Where the target segment is best represented

With social media marketing, who are you representing?

Your brand

Why is simplicity important for breaking through promotional clutter?

Your message is the clearest when it is simple

What is personal selling designed to influence?

a purchase decision

Which of the following media categories commands the biggest slice of advertising dollars today?

broadcasting

A security company brings in an advertising strategy that details the company's history with defending a national bank. Which part of the SUCCESS model does this best describe?

credibility

The goal of "remind and reinforce" applies to advertisements aimed at:

current customers

All promotional tools are equally effective in all promotional situations.

false

Google almost never provides pay-per-click advertisements as search results.

false

It is common for consumers to go past the first page of their Google search.

false

Only Gen X and millennial demographics are represented on social media.

false

Only certain demographics can be reached using Facebook.

false

Experts say that off-site is ________ important when compared to on-site SEO.

more

What is determined through off-site SEO?

popularity

Which of these is not a goal of promotion?

price cuts

Black Friday is best described as an example of:

price promotion

Which of these is not an example of print media advertising?

radio

In its simplest form, a Price Promotions is known as a(n):

sale

Pay-per-click marketing is also known as:

search marketing

Which of these is not a part of making a pay-per-click ad?

set the highest bid available

Social media marketing, when compared to normal social media use, uses the platform:

strategically


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