Quiz questions Midterm 3
Where your product is sold, and how it is displayed, creates a powerful communication message about your brand in the mind of consumers.
True
YouTube is becoming the go-to search engine for Millennials and Gen Z.
True
A fighter brand does which of the following?
1.Not intended to develop consumer loyalty 2. Mission is to attack top competitors 3.Exist to wreak havoc on competition 4. Are a low-profile secret weapon in the brand arsenal
What percentage of your total annual marketing budget should be allocated to pay to your advertising agency - their monthly retainer, their markup on materials developed, and their buying agency commission?
20%
What does the "big head and long tail" mean? (multiple answers - mark all that apply).
250 items make up over 80% of a grocer's sales; in a typical grocery stroe, there are over 30,000 items; The 29,750 items are the long tail.
Instead of pitching your products and services, you are providing truly relevant and useful content to your prospects and customers to help them. ____________ marketing helps raise awareness and educate consumers.
Content
Delivers relevant advertising to users from the type of content they consume online.
Contextual Targeting
When choosing a distribution strategy, match brand image with the consumer perception of the potential distribution point to find those channels that enhance and synergize with your product identity.
True
"Exclusivity" distribution means to have a specific place in the store that is exclusive to your products.
False
"Ubiquity" means having your product is very exclusive retailers only.
False
71% of retail shoppers conduct online research before buying.
False
Disposible displays are the most desirable merchandising a marketer can ask for.
False
ESPN is an example of a walled garden.
False
Google watches what websites you visit, what web stores you shop or browse in, what content you read, and what things you buy or query online. Then, they feed you ads about those things you've shown an interest in. This is called network targeting.
False
It's not neccessary for brands to craft their product mix in various sizes, shapes, colors, forms, and usage occasions to specifically meet consumers needs and their expectations, resulting in maximized brand appeal. One size can fit all.
False
Marketers should slice their consumer segments into tiny benefit slices and create a product for each of them specifically.
False
On average, a person needs to see an advertisement 5-7 times before they start to remember it.
False
Social Media is a great advertising channel
False
The customer path to purchase is complex and non-linear. Salesforce reports numbers of digital touch-points on the customer path to purchase is 12 to 14 interactions.
False
Gross Rating Points (GRPs) are calculated with what two numbers?
Frequency and Reach
What are the three types of public relations? (multiple answers - mark all that apply)
Marketing Corporate Defensive
Have you ever looked at your Facebook feed and saw an article about something that interests you, and you clicked on it? It took you to an article about a product or service clearly advertising, but it didn't seem like it? What is this type of advertising called?
Native Advertising
What are the important metrics you'd want to know when doing an email blast to your customer list? (multiple answers - mark all that apply)
Number of returning customers Conversion rate Click-through rate Bounce rate Number of new customers Open rate
Search listing appear below the paid search listings
Organic search
Google typically allows 4 companies to be shown in these search listings
Paid search
Pay Google only if the customer clicked on your listing.
Pay per click
Googles Action system
Real Time Bidding (RTB)
The simple rule for effectively using social media for marketing is this. Ask yourself, is this message _________, _________, and __________. It has to be two of three.
Relevant, Timely, Actionable
What is it called when you buy 10,000 advertisement views, and they show your ad1 0,000 times and you pay for that, regardless of if it created any clicks on your ad. (multiple answers - mark all that apply)
Reservation Direct Buy PPV
This means by which you get a high organic search listing
Search engine optimization
What are the four important TV ratings periods called?
Sweeps
What are the two data sources The Nielsen Company uses in their TV Ratings system?
TV viewing diaries; TV Meters
What are the elements in the Three Ingredients of Greatness in Consumer Promotions? (multiple answers - mark all that apply)
They make it easy to enter The contest offers a unique, desirable prize only you can offer they make you believe you can win.
When critiquing the advertising agency creative presentations, the first comment should always be a strategic evaluation of whether the concept delivers the brand positioning strategy - target audience, benefit, and reason why.
True
A blocking scheme is nothing more than designing the way you want the products to be displayed on the shelf. A good blocking scheme will increase sales and call attention to your products.
True
A great PR plan reinforces some aspect of the brand positioning strategy - the benefits, the "reason why", or the brand personality - in a unique and interesting way.
True
A study done by the Nielsen Company in Canada found that only about 15% of all contextual ads are actually fed to someone in the market to buy. So even though it's a good system, it's far from perfect.
True
A study of Facebook users found the people who said it was permissible for brands they "like" to send them marketing messages on the platform, but they only want to hear from them once a week or once a month at the most, not several times a day or even daily.
True
A well executed consumer promotion can yield benefits long past the promotional timeframe.
True
About 95% of all Pay-Per-Click (PPC) online advertising is sold and managed through Google or Facebook
True
Advertising is entertainment.
True
Categorizing consumer needs is a rigorous task we call segmentation analysis.
True
Defining the kind of outlets where you want to sell your products is called a "channel strategy".
True
Digital advertising can serve two purposes: 1. Generating Demand by creating broad exposure of your product or service offering. 2. Harvesting Demand by retargeting those who have shown interest in some form online.
True
Facebook takes up 22% of the time Americans spend on mobile devices, with users spending on average 20 minutes on the site each day.
True
If you try to make the agency deliver on too-short timing, you increase the chance you'll get half-baked ideas. Don't try to rush greatness. Most good campaigns take 6 to 8 months of development.
True
Media planners are an important part of the advertising agency team
True
PR is driven by the power of the great, creative idea.
True
Pay-Per-View digital ads are a mass marketing tactic to generate advertising reach and frequency.
True
Pinterest is an example of a walled garden.
True
Products that are placed on shelves "in the consumer strike zone" have an 85% greater chance of being purchased than those shelved higher or lower. TrueFalse
True
Programmatic advertising refers to the process of purchasing ad space via software, relying on complex algorithms to deliver ads contextually.
True
Smart marketers make variations in their product between distribution channels to align with that channels strengths.
True
Social media marketing refers to the process of gaining website traffic or brand attention through social media sites.
True
The goal of the Google Display Network is simple: to bring the advertisers' message to the right customers wherever they are online.
True
The massive reach of YouTube and Instagram has given rise to the phenomenon of social influencers.
True
The most critical piece in working with an advertising agency is the creative team working on your campaign.
True
The top four content categories watched by YouTube users are comedy, music, entertainment/pop culture, and "how-to" videos.
True
Through its product miz strategy, Band-Aid was able to target different usage occasions.
True
Top companies develop consumer promotion plans that extend far from just the retail store environment. They use the promotion as a means to create radio station tie-ins, stage PR events, rally employees and develop unique promotional opportunities with the retail trade.
True
Top marketers try to influence everything associated with the display and sale of their product. Lighting, ambiance, and product displays in the retail environment are all powerful marketing tools that can directly increase the appeal of your product to consumers and ultimately increase sales.
True
When asked what would motivate them would follow a brand or company on social media, the #1 answer is to GET A DISCOUNT!
True
