Chapter 16
Which of the following is true of Instagram?
-Pictures taken with the Instagram app can be posted to other social networking sites. -Instagram was the fastest growing social media platform in 2014. -More than half of adults age 18 to 29 use Instagram. -Instagram works well for companies that would rather post a picture than spend time writing long messages or posts.
Which social media site dominates social media and is used so extensively that most organizations must have at least some presence on it?
Which of the following is true of marketing and social media?
Firms' promotional objectives often focus on enhancing brand familiarity by increasing the number of customers who insist on a brand.
Which of the following is true of earned media?
It is out of a marketing manager's control.
Although it was previously thought of a site that could be used to network for jobs, ______ is now frequently used by companies to communicate with customers and by salespeople to identify leads and share knowledge with customers.
Which of the following is true of media coverage of a company and its activities?
Media coverage of a company's goods or services often involves PR people writing a basic article and convincing the press to print it.
Which social media site would a person most likely use to assemble a "wish list" or to keep track of decorating or travel ideas?
Which of the following is not true of social media and businesses?
Social media is a one-to-many model of communication.
Which of the following is true of reviews?
The majority of large retailers find that reviews positively affect sales.
Which of the following is true of opinion leaders?
They are often targeted by marketing managers and may be given free samples to prompt positive reviews and word-of-mouth.
Which social media platform requires posts to be concise due to a 140 character limit?
Which of the following is an example of owned media?
a Facebook post by a company
Which of the following is an example of paid media?
a sponsored message
Which of the following is not a type of owned media?
customer reviews
Promotional messages generated by third parties, such as journalists or customers, rather than by the company or brand are known as ______ media.
earned
Companies use infographics to
grab attention and convey complex information in a simplified form.
Companies can use ______ to track the actions of individual customers and create automatic responses that are triggered by customer actions.
marketing automation software
Kruger Pharmaceuticals uses printed brochures and a company website to promote its brand and products. This is an example of ______ media.
owned
Mercury is a company that makes unique lighting solutions based on customer specifications. Frank has used them twice and has really liked the results, so when he hears his friend Osvaldo is looking to upgrade the lights in his dining room and kitchen, Frank is quick to recommend Mercury and gives Osvaldo a coupon for 15% off design services. This is an example of
pass-along.
Which of the following is not a method companies frequently employ to encourage word-of-mouth?
requiring customers to review their purchases
What should marketing managers do if their company receives negative reviews?
respond and fix the problems
Amal is designing a website for her property management company and is taking special care to include key words that she knows customers will use when searching for her company and the services it offers. By doing this, she hopes to improve the website's ranking in unpaid search results. Amal is engaging in
search engine optimization.
When Margot finishes a book she enjoys, she likes to post about it on social media and recommend it to her friends. This is an example of
user-generated content.
When does publicity work best?
when it is an integrated part of the marketing mix
When are white papers most helpful to business customers?
when they aid the customer in solving a specific problem but do not promote a particular company's products
