Quiz 3
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.
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
