MKTG 3213 Exam 2- Module 10 and 11
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?
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?
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
