Quiz 3

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10At the Mallana Resort, located in Florida, a Twitter concierge stays in constant contact with its guests. If a guest has a problem or question, the answer is just a hashtag away. This is an example of the impact of which of the following?

dynamic effect

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of digital marketing, one can read a chapter of a book before buying it or watch YouTube videos on different ways to use a product. All of these scenarios are aimed at which aspect of the 4E framework

experience

Vivek has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Vivek use to analyze data from his competitor's websites, particularly to learn how people search for similar products online?

keyword analysis

Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation?

to prepare

Claire is watching a movie on her Netflix app. Which need is Claire satisfying?

"me time"

________ are free to download, but appear as ads on the screen; they generate revenue while users interact with the app

Ad-supported apps

1Yanie is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task?

Blog

Manufacturers, retailers, and service providers have created and maintain websites, blogs, and _________ to enable customers to interact with them over the Internet

a social media presence

Coca-Cola relies on _________ technology to offer their customers a free Coke at the moment they walk through a movie theater

beacon

Despite its innovative graphic design, the website for Shabby-Chic Décor 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?

bounce rates

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

connected

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.

connected

The ________ is the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster's vast connections across social media, causing the information to spread instantaneously.

connected effect

What effect of social media engagement is achieved when individuals post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook?

connected/connected effect

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

conversion rate

For companies, what digital marketing tool can both educate and excite customers?

corporate blog

This type of blog typically provides the highest level of digital marketing control for companies

corporate blog

While waiting to be seated at Joes' Bar and Grill, Nadine receives a customer loyalty coupon through an app on her mobile phone for half off an appetizer or dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objectives

excite

The elements of the digital marketing engagement process are

listening, analyzing, and doing

The three-stage process that firms use to engage customers through social, online, and mobile media involves

listening, analyzing, and doing

A disadvantage for companies using a "daily budget" such as that offered by Facebook to its advertisers is that it

may limit exposure if ad is very successful

Twitter is considered a

microblog

The most loyal customers use

multiple channels

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have instantly reached all her millions of followers. What effect of social media engagement is this an example of?

network effect

What is a bounce rate?

percentage of times a visitor leaves the site after viewing one page

Of the various types of blogs, which one do marketers have the lowest level of control over?

personal

An entertaining post likely spreads further than a basic, informational one. This factor contributes to

reach

2Counting followers may not be sufficient to determine the value of an influencer, since there is a growing problem of fraud, such as when unethical "click farm" service providers offer to sell followers to social media personalities. So companies need to consider the 4Rs, which are

relevance, reach, response, and return

Suppose that Hardee's wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

sentiment analysis

In a process called _______, a customer visits a store to touch, feel, and even discuss a product's features with a sales associate, and then instantly compares the prices online to see whether a better deal is available

showrooming

Mercedes-Benz bypassed Facebook for ________ for its social media campaign since its professional audience is more in line with Mercedes' target customer base.

LinkedIn

In Candy Crush Saga, you get five lives to play in the game. When you lose a life, it takes 30 minutes in real-life time to get that life back, or you can spend $0.99 to get all five lives back. Candy Crush Saga is an example of

freemium app

When designing a digital marketing campaign, the first step is to

identify the strategy and goals for the program

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter to

analyze content to assess the favorableness or unfavorableness of the sentiments


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