Digital Marketing
If a company has a high bounce rate,
potential customers who click on its ad are only visiting the page they land on and then leaving the website.
Social media invites consumers to share feedback related to their perceptions of a product's value; this feedback impacts marketers' decisions related to the _____ element of the marketing mix.
price
The fact that customers can now use their mobile devices to pay for a product reflects the intersection of social media and the _____ element of the marketing mix.
price
The intersection of social media and the ____ element of the marketing mix means that customers can now enjoy direct delivery via social and mobile technology.
product
The person who is most likely to make a purchase is the consumer who is
product-focused shopping.
"Chatter" reflects the intersection of social media and the _____ element of the marketing mix.
promotion
The electronic, two-way communication that allows users to share information, content, ideas, and messages to create a customizable experience is known as
social media.
A company's choice of which social medium platform to use is driven by the
target market.
Which of the following describes social media?
targeted
Social media objectives should be all of the following except
flexible.
Which of the following is an example of traditional advertising media?
Habitat for Humanity runs a 10-minute long television infomercial featuring some of the homes it has built for low-income families all around the country.
Which of the following statements about the Digital Advertising Alliance (DAA) is accurate?
Participation is voluntary.
A website-based media channel that is used to facilitate communication and connection is referred to as a(n)
social media platform.
Which of the following employees is responsible for the overall success of a company's social media efforts?
social media strategist
Which of the following would be considered a digital mall?
Amazon—an online retailer that allows individuals and business to feature their products for sale
In which of the following scenarios would click paths be most helpful to a marketer?
A company wants to streamline the process from first click to purchase.
What effect has social media had on the way companies price their products?
Companies are now more likely to price match their competitors.
If a firm wants to reach a broad audience of consumers, which of the following would be the best place to start their mobile marketing campaign?
Arnon is the marketing manager for Presenting Woodworks, a firm that designs and manufacturers wood benches, frames, and display tables for museums and art galleries. Because the firm has such a niche market, and has largely relied on word-of-mouth advertising, Arnon decides to launch a social media marketing campaign. The first thing he does is post images of both finished products and works-in-progress on Instagram. Next, he tweets out related product descriptions on Twitter. What will this social media marketing campaign do for Presenting Woodworks?
It will draw attention to the firm's products, maximize interest, and potentially bring in new clients.
Which of the following best describes a consumer review?
Liam posted a description on Yelp about an especially bad experience at a local restaurant.
Which of the following is the best advice for someone looking for a job in social media marketing?
Maintain an active and professional social media presence.
As compared to other social media marketing channels, which of the following statements about consumer feedback in mobile marketing channels is accurate?
Mobile marketing channels allow for more instantaneous feedback.
Which of the following would be a goal of a social media campaign?
Raise brand awareness.
The WizBang Company is interested in marketing its new video game to teenagers between ages 13 and 17. What mobile-based application would most appeal to its target audience?
Snapchat
Which of the following statements about social media and social media marketing is accurate?
Social media marketing utilizes electronic, two-way communication to share information, content and ideas.
All of the following are examples of social media platforms except
Starbuck's Free Public WiFi.
What does it mean to say that social media is customizable?
The content you see on social media is based on your media profile and prior usage.
Which of the following statements about digital buying behavior is true?
There are five distinct categories of buyers that exist in the digital retail environment and marketers must customize their campaigns for each one.
All of the following are examples of social media campaigns except
a local department store runs a series of 30-second ads on television.
When Carly types "women's swimsuits" into Google, the first search item is a sponsored ad for JC Penney. This is best described as
a paid search.
Unlike straight social media marketing, mobile marketing
allows for location-based advertising.
Which of the following is not a way in which companies measure the success of a social media campaign?
artificial intelligence
Online purchasing behavior falls into each of the following categories except
auctioning.
Which of the following is an example of paid display advertising?
banner ad
After typing the words "museums," "public transportation," and "apartments for rent" into her browser, ads for apartment complexes located in or around the museum district started popping up on Ana Lucia's various social media. This was likely a function of
bots.
Seb is browsing through his Facebook page when he encounters a sponsored ad for a brand of running shoes he's not heard of before. Since he's actually looking to replace his old pair, he clicks on the ad. As soon as he sees the advertised prices, which are way beyond his budget, he jumps out of the retailer's website. This scenario depicts the use of a _____ as a metric for measuring social media marketing success.
bounce rate
Social media "chatter" occurs when a consumer
broadcasts a marketer's message to other consumers.
A type of digital seller that allows buyers to purchase items in bulk is known as a(n)
buying club site.
Ephraim is watching a YouTube video about how to restore antique furniture. The creator of the video recommends a brand of milk paint and includes a link in the details. Ephraim goes to the website and starts browsing. He notices the website has a blog that talks about all the different ways to use milk paint. One post recommends using a special type of brush that will allow the paint to spread evenly on the surface. The word "brush" is hyperlinked. Ephraim interacts with it and he's taken to a retail site associated with the milk paint brand. This scenario depicts the use of a _____ as a metric for measuring social media marketing success.
click path
Which of the following is a drawback of social media for advertisers?
consumers feeling like they are being forced to see advertisements
The ________ rate is the percentage of users who take a desired action, like making a purchase.
conversion
Irina has moved into a studio apartment and is looking for a Murphy bed to save space. She browses various retail and social media sites. One ad on Google catches her eye: it is an ad for a style of Murphy bed that was recommended by HGTV. She clicks on the ad and sees that the price and style of the bed is exactly what she's been looking for. She proceeds to make a purchase. This scenario depicts the use of a _____ as a metric for measuring social media marketing success.
conversion rate
This invisible influence allows marketers to know what consumers are searching for and where they are searching.
cookies
Invisible marketing influences on online purchasing behavior work behind the scenes and include
cookies, geotracking, and bots.
After typing "women's swimsuits" into her browser, ads for swimsuits began to show up in Carly's Facebook feed. This is a result of
cookies.
The social media marketing team for a new car is shooting pictures and videos for its campaign. In which stage of development is this social media marketing campaign?
creating content
One of the most appealing features of digital marketing is that
customer feedback is immediate.
Setting a goal is the first step in creating a social media marketing campaign. During this step, marketers must choose the right strategy by
defining which of the four 4Ps of the marketing mix to focus on.
Which of the following is essential to selecting the correct combination of social media platforms for a social media marketing campaign?
determining the target audience
The four main types of digital sellers are digital malls, buying club sites, auction sites, and
digital marketplaces.
Regarding social media,
each advertisement is surrounded by content that is unique for each consumer.
When designing a website for a firm, developers must keep in mind how to use the design to promote exceptional customer experiences. Excellent website design comprises which of the following criteria?
ease in navigation, quick load time, mobile friendliness, and superior customer service tools
Digital marketing helps companies build customer relationships through exceptional customer experiences. The key to this is
excellent website design.
Marketing messages conveyed on social media run the risk of misinterpretation by customers if those messages lack
fair and honest representation.
All of the following are examples of a social marketing goal except
generating website traffic.
All of the following are forms of a visible marketing influences except
geotracking.
All of the following are forms of digital marketing except
guerrilla marketing.
Mobile marketing works
in association with social media.
The type of digital marketing that utilizes tools such as blogging, webinars, or follow-up emails is known as ________ marketing.
inbound
As Judy approaches Target, a notification advertising the store's weekly specials appears on her smartphone. This is best described as
location-based advertising.
Whatsapp, a free messaging and voice service, allows users to send text messages, voice messages, make audio or video calls, and share images, documents, locations, and other media is an example of
mobile marketing only.
According the Federal Trade Commission, if a company is sponsoring content that is created to specifically endorse its brand or product, it
must be disclosed.
In order to meet the goals of a social media campaign, certain activities, or ________, need to be set and completed.
objectives
Whereas traditional advertising media offers _____; social media advertising offers _____.
one-way communication; two-way communication
Which of the following employees most likely deals with customer comments on a company's Facebook page?
online community manager
Visible marketing influences on online purchasing behavior include paid display advertising, sponsorship, paid search, and
paid stories.
Paid search is online advertising in which a company
pays to be a sponsored result of a customer's web search.
A new ice cream shop in town allows customers to create their own sundaes using various flavors of ice cream and toppings. The store owners have decided to have a contest for the most unique customer creation. They are asking customers to create a sundae, take a picture of their creation, and post it on their Facebook page as well as on Instagram so people can vote for their favorite. The winning creation will be featured on the shop's menu. This use of social media relates to which element of the marketing mix?
promotion
Footage from a GoPro of a fireman trying to save a kitten was uploaded to YouTube and viewed 5 million times in one week. This tactic relates to which area of the marketing mix?
promotion
Marketers will utilize native advertising to help educate their customers about both online and in-store sales specials. This tactic integrates the _____ element of the marketing mix.
promotion
Amanda read an article that she found on Facebook about new workout trends. At the end of the article, she realized that it was actually sponsored by a company selling workout videos. This company effectively integrated social media into its marketing mix by utilizing a(n) _____ tactic known as _____.
promotional; native advertising
One of a company's social media objectives is to respond to negative comments on the company's social media sites within one day. To meet this objective, the company should
provide employees guidelines as to what they can and can't post on behalf of the company.
An example of a digital buyer who is engaged in product-focused shopping is someone who
repurchased toothpaste from Amazon.
In digital marketing, as compared to other types of marketing,
results can be easily measured.
When you type in "comfortable jeans," the website for Jazzy Jeans appears first in the list. This is an example of
search engine optimization.
Tanheya works for a real estate firm that specializes in vacation properties. She is in the process of revamping the firm's social media campaign because she has determined that its existing one is not reaching its intended audience. In what step of the social media marketing campaign is Tanheya's firm?
selecting the correct combination of social media platforms
Marketers will rely on this type of analysis to gauge how consumers are responding to their content.
sentiment analysis
A pet accessories company learns that people are buying more of its pet beds after featuring a series of videos showing kittens and puppies fast asleep and cuddling together in these beds. This finding is reflective of a(n)
sentiment analysis.
A travel website learns that people have not been clicking through its site to read about its different trip packages because the trip descriptions are too lengthy. This finding is reflective of a(n)
sentiment analysis.
What is the first step in a social media marketing campaign?
setting a goal
Which of the following would be most likely to deal with bounce rates, click paths, and conversion rates?
social media analyst
A YouTube sensation who produces videos about fashion is provided clothing samples from different brands because of her large following of young people. In this scenario, the YouTube personality is best described as a(n)
social media influencer.
Marketers will influence online purchasing behavior using
visible and invisible marketing influences.
A main difference between social media and traditional media is the
way in which consumers interact with the message.
