MKG 300. CH. 16 REVIEW
Which of the following best describes the purpose of a white paper?
To establish a company as an industry expert
Why must bloggers disclose their relationships with companies whose products they endorse?
To make readers aware that their views may not be objective
The term "social media" refers to websites or software applications that ______
allow users to share and interact within a network
Marketing managers should view negative reviews as ______.
an opportunity to learn about and correct problems
Worrying that product quality could decline in the future is one reason that customers ______.
are reluctant to recommend favorite products
An important difference between blogs and other company websites is that blogs ______.
are written in a conversational style
A landing page is a page that customers reach after ______.
clicking on a search result or other link
E-mail newsletters are a way for marketers to ______.
effectively target interested consumers
A brand community is a ______.
group of customers with a shared interest
Most major retailers find that customer reviews ______.
increase product sales
Because reporters often use the Internet to research stories, it is logical for companies to use ______ to attract attention online.
search engine optimization
Customer reviews influence consumers because they are ______
seen as objective
Pass-along occurs when a consumer ______.
shares information about a brand to another consumer
The biggest difference between BzzAgents and opinion leaders is that BzzAgents ______.
sign-up for particular campaigns
Social media has increased the likelihood of pass-along by making it ______.
simpler
In choosing whether to send a product sample to a blogger, a marketer is most likely to consider the blogger's ______
target audience
Companies use marketing automation software to ______.
track and respond to consumer behavior
A blogger must provide full disclosure ______.
when endorsing a particular product
Social currency is a factor that can influence ______.
whether a promotion goes viral
Branded Service Examples
- A company that sells tires offers a free app to help travelers locate gas stations with air pumps. The app is an example of a ______.
- A company wants to share a white paper with potential clients and others in their industry. The company is most likely to post the white paper on ______. - Which form of social media is an online resume for business professionals? -
Carl is the inventor of a kitchen gadget that is sold online. Which two of the following are ethical for Carl to post?
- A positive review of a tool he used in creating his invention - A negative review of a potato chip flavor he did not enjoy
Product (Page)
- A retailer's web page that is used to drive desire and action for making a purchase is called a(n) ______ page. - A copy of assembly instructions that a retailer provides on its website would most likely be found on a ______ page.
Owned Media Examples
- An e-mail newsletter created by a company to advertise its brand is an example of ______ media. - Maria has been asked to generate publicity for the new Baby Don't Cry doll her company is introducing for the holiday season. She wants to be able to control the message that potential customers hear. What is the best form of promotion for her to use?
Publicity-savvy companies respond to negative customer reviews by ______.
- Asking satisfied customers to post reviews - Addressing customer concerns
Which of the following statements are true about branded apps?
- Branded apps are a way of providing a service that customers can readily use. - Branded apps are designed to be used on mobile devices. - Some branded apps are designed to provide entertainment
What are two major factors contributing to the decline in advertising effectiveness?
- Consumers' lack of trust - The effects of digital media
Why do companies care about customer-to-customer communication?
- Customers are more loyal if they are originally referred by friends or family members. - Customers take recommendations from friends more seriously than recommendations from advertising.
Earned Media Examples
- During their vacation to Scottsdale, Arizona, Bryan and Kim found a new restaurant to eat dinner at each night by skimming reviews posted on Yelp. They always chose a restaurant that had at least four stars. The restaurant reviews are a form of _____.
The three types of publicity include ____.
- Earned - Owned - Social Media
Infographics are designed to ______.
- Grab attention - Simplify complex information - Highlight trends or patterns
Opinion Leader Examples
- Karen tries a new brand of soup and loves it. She tells all of her friends and coworkers about it. Karen is best described as a(n) ______.
Owned Media
- Promotional messages generated by a brand (or company or nonprofit organization) communicated through a message channel the brand directly controls - The use of ______ media when generating publicity allows a marketing manager a great deal of versatility with the messaging content.
Earned Media
- Promotional messages not directly generated by the company or brand, but rather by third parties such as journalists or customers - Research shows that consumers tend to trust information from _____ media the most. Multiple choice question.
Which types of companies are more likely to use Instagram as a marketing tool?
- Restaurants - Fashion
What are the six STEPPS suggested by Jonah Berger which can increase the odds of a message going viral?
- Social Currency - Triggers - Emotion - Public - Practical Value - Stories
Readers trust the opinions of bloggers because they believe that bloggers are ______.
- Subject experts - Objective sources
Brand Community Examples
- The Harley Owners Group (HOG) is an example of a ______.
Which two of the following practices are considered unethical?
- The manager for a mobile phone provider posts negative reviews of a competing service. - An executive for a fast food chain posts a rave review of his company's new sandwich.
Consumers are often reluctant to recommend products for which of the following reasons?
- They are concerned that they will be perceived as unethical. - They worry that friends will have a bad experience with the product. - They fear that the recommendation won't make them look good.
- User messages tend to be less personal and more frequent on _____. - A company wants to send a short promotional message to its customers. It is most likely to use ______.
- Which social media site focuses on free online photo and video sharing? -
Kyle told his marketing team that the company's website needed to be updated because the bounce rate was more than 65%. What is Kyle concerned with?
65% of visitors to the company's website only visit a single page.
What is an example of many-to-many communication?
A Facebook page created by a company for a specific product
Paid media are messages that ______.
A brand pays to have communicated
Gen Z
A company that is targeting _______ might want to use Snapchat as it is the fast-growing photo/video messaging app that this age group uses.
A company wants to send a short promotional message to its customers. It is most likely to use ______.
Which of the following is an example of pass-along?
A new mom tells her friend who is expecting a child about the new materials used in the diapers she bought.
What is an opinion leader?
A person whose opinion is respected by consumers
Referral Program
A program that rewards customers for recommending a company to their friends is called a ______ program.
Paid Media Examples
Based on the information in Exhibit 16-4, not having the trust of consumers is a challenge particularly associated with _____ media.
Infographics
A visual image such as a chart or diagram used to represent information or data
A hobby-store chain wants to show consumers that it is a trusted authority on crafting. Of the following, which would be the most helpful in accomplishing this goal?
A white paper
Companies often use ______ to connect with customers on a personal level.
Blogs
Social media has ______ pass-along.
Amplified
What is an example of one-to-many communication?
An advertisement in the New York Times
Facebook's size and ______ make it desirable for organizations to have a presence on the site.
Appeal across demographics
In ______, more than 700 million members use the social media site QZone
China
One result of the increased use of technology when viewing television programming is the _____ effectiveness of advertising.
Decreased
The local coffee company tweeted that customers who posted photos of themselves buying a drink at the store would earn a coupon for $2 off their next cup of coffee. This shows how social media can ____.
Deliver value
Research shows that consumers tend to trust information from _____ media the most.
Earned
Which of the following is a common promotional objective for social media?
Encouraging customers to increase their purchases
The most frequently visited social media site is ______.
What is one way that companies build trust?
Helping customers solve problems
Using Exhibit 16-4 as a reference, which of the following is a challenge associated with earned media?
It can be negative toward the brand.
There are no direct ______ costs associated with promoting a company on sites such as Facebook or Twitter.
Media
Paid Media
Messages generated by a brand (or company or nonprofit organization) and communicated through a message channel the brand pays to access
Companies can use software to ______ and manage social media.
Monitor
A company that makes cereal creates a Facebook page to advertise its newest product. This is an example of ______ media.
Owned
A company that makes mobile phones runs a sponsored message on Facebook. This is an example of ______ media.
Paid
Advertising uses ( ) media
Paid
What social media site could be described as a "wish list" building site?
Many companies have a ______ section on their website that posts news releases, photos and even videos.
Press
A company starts an e-mail newsletter. Which of the following is an ethical practice?
Requiring customers to sign up in order to receive the newsletter.
A Facebook-like site called VK is very popular with ______ speakers.
Russian
Marketing managers often use ______ to ensure that their websites appear near the top of online search results.
Search engine optimization
Infographics are designed to communicate with customers who have ______.
Short attention spans
In-the-moment reactions get some ( ) media posts more attention.
Social
For a company, the greatest cost to the associated with social media is ______.
Staff salaries or agency fees
Encouraging customers to increase their purchases
Teens
Social
The local grocery store tweeted that customers who posted photos of themselves using the recyclable bag with the store logo on it would receive a coupon for $3.00 off their next purchase. This shows how ( ) media can deliver value.
What is the biggest challenge companies face with earned media?
The message is not under the control of the company.
Which of the following is a reason for offering branded services?
They promote the belief that the company cares about consumers.
Which sentence best states the relationship between having a newsworthy product and public relations efforts?
Together a newsworthy product and a strong public relations campaign increase the chances of press coverage.
True
True or false: A landing page is designed to keep customers moving through the buying process.
False
True or false: Advertisements in a trade publication are an example of social media.
True
True or false: An opinion leader is typically trusted by consumers.
False
True or false: Less than half of Pinterest users are female.
True
True or false: Positive attention in the press is often the result of a good public relations effort.
The most important aspect of customer-to-customer communication is ______.
Trust
When Marcus asked his friend Thomas if he could recommend a plumber, Thomas said, "Yes, I use Sink-is-Clear. They are always prompt, very neat, and their rates are reasonable." In this instance, Thomas is recommending the plumber based on _____.
Trust
User messages tend to be less personal and more frequent on _____.
Publicity relies on ( ) media - owned or earned
Unpaid
Bounce Rate
What term is used to describe the percentage of visitors who only visit a single page in a website?
Publicity
When a company engages in any unpaid form of nonpersonal presentation of ideas, goods, or services, it is called ___.
A hobby-store chain wants to show consumers that it is a trusted authority on crafting. Of the following, which would be the most helpful in accomplishing this goal?
White Paper
Company referral programs are designed to ______.
bring in new customers through word-of-mouth
Companies use branded apps to ______.
create a positive reminder of their brand
Search engine optimization is used to ______.
design a website to rank high in search engine results
In terms of product sales, social media work best when the target market _____.
is already a customer
Twitter is considered a microblogging service because ______.
it limits users to relatively short messages
The purpose of an online press room is to ______.
make information easy for the press to access
A company that wants to respond to individual customers' behavior should consider using ______.
marketing automation software
There are no direct ______ costs associated with promoting a company on sites such as Facebook or Twitter.
media
One difference between traditional and social media advertising is that social media allows advertisers to ______.
react to events as they happen
Companies can improve their chances of attracting press attention by ______.
researching the search keywords most often used by reporters
Hootsuite is an example of a software program that helps companies ______.
schedule social media posts