MK 410 Chapter 8, MK 410 (Quizzes 9, 10, 11, 13, 15) (MK 410 Final)

Influencer marketing

A local newspaper reporter is an opinion leader when it comes to recognizing the best bar-b-que in town. The reporter could be included in which type of program?

What is stealth marketing?

A marketing tactic that may be seen as unethical because the person marketing items are not being recognized as someone selling the products. They do not call themselves "employees" even though they sell products.

Reach

A measure of the number of fans, friends, or followers a brand has in social media is:

Emotional connection to the brand.

Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of:

Discuss the reasons marketers engage in social listening

Because many consumers are more willing to share their opinions on the products they purchase. If used correctly, the companies could use it to lead their product being enhanced by the comments.

False

Brand advocates need to display a commitment to the brand either by their purchases of the brand or their emotional connection to the brand. Both are not necessary.

Describe a customer relationship management (CRM) program

Customer relationship management (CRM) is designed to build long-term loyalty and bonds with customers through personalization of communications and customization of products

False

In terms of social media marketing, most brands utilize a single social media network.

False

It has been estimated that about 20 percent of a brand's fans generate about 80 percent of a brand's social buzz.

Each of the following is an external stakeholder, except

employees.

To optimize permission marketing programs, firms feature:

empowerment and reciprocity.

The most frequently used incentives in content seeding programs are:

financial incentives.

The conscious or unconscious attempt to control images in social situations is:

impression management.

A marketing database contains:

information about current customers, former customers, and prospects.

Buzz marketing can be compared to a virus. The infection stage:

involves widespread use of the product.

Identifying marketing methods associated with the hobbies and entertainment venues of a target market is:

lifestyle marketing.

Interstate Batteries' involvement with NASCAR is an example of:

sponsorship.

An advantage to cinema advertising is:

the ads are being shown to a captive audience.

According to the Word of Mouth Marketing Association, when a company uses its employees or those of its agency as advocates or brand evangelists, then these individuals should:

be upfront and clearly identify themselves as being with the company.

Each of the following statements about blogs is correct, except:

blogs are often tied in with viral marketing campaigns.

Social media can improve search rankings on search engines in the following ways except having:

brand pages on multiple social media networks.

All of the following are internal stakeholders except:

customers.

The functions of public relations include each of the following except:

design direct response marketing programs.

Data mining can be used for each of the following purposes except:

develop profiles of customers who tend to purchase competing brands.

Experiential marketing typically involves:

direct response marketing through interactive means, such as special events and free samples.

Cognitive neuroscience can be used to provide unique insights into a consumer's response to advertisements through capturing eye movements as the individual watches the ad.

False

Cognitive neuroscience shows where brain activity occurs, to some extent, the level of activity, and how the subject feels about an ad.

False

Experiential marketing combines direct marketing, buzz marketing, and sales promotions into a single consumer experience.

False

Facial recognition technology has allowed marketers to embed targeted ads in video games.

False

Geocoding allows for combining demographic information, geographic information, and purchase history data

False

Impression management is the process of making an apology for a mistake.

False

In evaluating online advertising, dwell time measures the amount of time an individual spends on a website.

False

Measuring changes in sales that follow a marketing campaign is now easier than ever because of internet technology and the use of "cookies."

False

Measuring emotional reactions to ads is important because ads that elicit negative emotions are more likely to be remembered.

False

Respondent behavior evaluation programs assess all three components of attitudes: cognitive, affective, and conative

False

Some marketers contend that the only valid evaluation criterion of marketing that should be used is brand attitude.

False

False

Guerrilla marketing emphasizes consumers passing along information about a product to other consumers.

When evaluating advertising or IMC campaigns, examples of long-term measures would include each of the following except brand:

Sales

In most cases, a point-of-purchase display has ________ seconds to capture a customer's attention

3 to 7

an individual's blog that has no affiliation with any brand.

If a company wants to learn what consumers truly think about its brands, the place where the most honest comments and postings will be found is:

develop upfront strategic planning prior to the assembling of war rooms during a live event.

In order to avoid litigation, marketers involved in real-time marketing must:

True

A common method of content seeding is offering some type of financial incentive, such as coupons, rebates, and contests.

In handling objections during the sales call, Jasmine (the salesperson) will let the customer talk about his or her fears or worries, then relate the experience of a similar customer and how the brand Jasmine is selling met those worries. Which method is being used?

"Feel, felt, found" method

Brand ambassadors or customer evangelists are typically individuals who were loyal to a competitor's brand, but have switched to the sponsor's brand because of the incentives offered.

False

Telemarketers, retail sales clerks, and new field salespeople often use the need-satisfaction approach during the initial sales presentation.

False

The most important part of the sales call, and the most difficult for most salespeople, is handling objections.

False

Vloggers are not paid, because doing so would make them less authentic.

False

While social listening is important because it gives brands an idea of what people think, brands must be careful, however, because consumers are hesitant about speaking how they really feel on social media networks.

False

Which of the following statements about a corporation's reputation is true?

The company's reputation is vulnerable to both internal and external negative events

fashion and food.

The most popular topics featured on Pinterest are:

engage fans and increase brand exposure.

The two frequently reported reasons for brands to develop a social media marketing campaign are to: generate leads and increase sales. engage fans and increase brand exposure. improve search rankings and gather customer intelligence. provide an avenue for customer interaction and enhance brand image.

True

To be effective, persons serving as influencers in influence marketing programs must be deemed authentic and not as paid spokespersons for companies.

True

To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.

Define purpose or pro-social marketing

Tries to influence the buyer to purchase their products because they are ethical and benefit the environment.

True

Viral marketing is preparing a marketing message that in some way is passed from one consumer to another through digital means.

In terms of generating buzz, brand evangelists are asked to:

be upfront and honest about their connections with the brand.

Adam goes to Subway almost weekly and often makes comments on Twitter about his visits. Adam's patronage of Subway illustrates the brand advocate characteristic of:

behavioral commitment.

Buzz, or word-of-mouth, marketing can be generated in each of the following ways, except:

companies developing user-generated ads or blogs.

In a buzz marketing program, the ideal situation occurs when:

consumers who truly like a brand tell others

What three types of interactive blogs do company marketers use?

create a blog ∙ sponsor a blog ∙ monitor individuals who like a brand and blog about it without financial compensation

Customer clustering is attractive to marketers because it:

creates clusters of a firm's actual customers based on important purchase criteria.

Companies that serve high-end clients have moved away from sponsoring sporting events to sponsoring more:

cultural events.

Identify the major categories of social networks and describe each

General social networking sites are broadly based and appeal to all demographics. Niche social networking sites focus on a specific hobby, interest, or demographic group. Social bookmarking sites allow individuals to share bookmarks of websites.

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group that includes heavy users of green marketing products, but is not politically active is called:

Greenback Greens.

In handling objections during a sales call, Brandon (the salesperson) normally answers the objection directly, an approach called which method?

Head-on

In a public relations program, a mention of the company's name in a news story is called a:

Hit.

Describe event marketing.

Marketing at an event with a booth to give out samples and tell people about the product

What is lifestyle marketing?

Marketing that appeals to lifestyle choices such as relaxation, excitement, socialization, and enjoyment.

Skip actively participates in hunting and fishing social networks. Which type of networking sites would fit his interests?

Niche social networking

False

Of the social media networking sites, YouTube is the most likely to influence purchase decisions.

The concept of real-time marketing within social media originated with

Oreo cookies during the blackout in the 2013 Super Bowl game.

Any digital tool or venue that allows individuals to socialize on the web is:

Social Media

During a recent blizzard, Starbuck's sent messages on Facebook and Twitter that focused on a warm cup of coffee. This is an example of the social media strategy of:

real-time marketing.

Discuss the concept of data-driven communication

Communication solely based upon the data that the company has on the customer through interactions.

True

Consumer-generated reviews can provide valuable information that a company can use to develop a marketing plan, make product modifications, and enhance service strategies.

PepsiCo reacted to negative claims about hypodermic needles being found in its products with photographs and videos of the production processing showing such an event could not occur in the company's factories is an example of which approach?

Crisis management

My Answer: Find brand advocates, you want to recruit these advocates because they are starting the majority of buzz about your brand in their communities.

Discuss the reasons marketers engage in social listening.

A social structure of individuals and/or organizations that are tied together in some manner is:

a social network.

In buzz marketing programs, brand ambassadors or customer evangelists are typically individuals that:

already like a brand and are asked by the company to be a sponsor.

The type of blog that offers a consumer the most freedom to post a comment about a brand without any possibility of a brand deleting it or having it deleted is:

an individual's blog that has no affiliation with any brand.

For influencer marketing to be effective, the person rendering the opinion must appear to be:

authentic

A major advantage of cinema advertising is that the advertisements can be integrated into the movie plot.

False

Cause-related marketing can reduce the problem of brand equity by helping consumers feel more loyal to a brand.

False

Which of the following measures physiological reactions to advertisements and marketing messages?

Biometric measures

Advertising tracking research can measure both unaided and aided brand awareness as well as brand recognition.

True

Market share is one measure of success of an overall IMC program.

True

True

Twitter is a good way for businesses to learn what consumers are saying about their business.

In terms of online metrics, dwell time is the:

amount of time a user is engaged with a particular advertisement.

In an advertising tracking research exercise, respondents are shown a(n):

brief portion of the ad or stills of the ad with the brand name removed or hidden.

Currently, the number one way companies measure the impact of online advertising is:

click-throughs.

Brain-image measurement is part of:

cognitive neuroscience.

With regard to copytesting, each of the following criticisms has recently been voiced except:

copytests favor emotional approaches in advertising.

The online metric that measures how long an individual stays at a particular website is:

length of engagement.

Consumer awareness and brand loyalty are closely linked to a measure of:

market share.

Companies can enhance a brand community spirit in all of the following ways except:

offer group members discounts on company merchandise.

A lifetime value analysis creates a figure that represents the:

present value of the profit revenue of a customer throughout the lifetime of a relationship with a brand or company.

According to the Direct Marketing Association, about 60 percent of a typical direct marketing budget targets:

prospecting for new customers.

To some marketers and company executives, the only measure that should be used to evaluate marketing is:

sales

Consumers often ignore marketing information sent to them after joining a permission marketing program because:

the marketing pieces are not relevant any more.

With the "feel, felt, found" approach to handling objections, the salesperson:

will allow the customer to talk about his or her fears and worries, then relate how another customer had similar fears and how the product being sold met those fears or worries.

With the head-on approach to handling objections, the salesperson answers an objection directly, using tact to not offend the customer.

True

Blogs are often tied in with viral marketing campaigns.

Each of the following statements about blogs is correct, except: blogs are often tied in with viral marketing campaigns. blogs have been created on a wide range of topics. some blogs permit visitors to post comments, others do not. blogs are a powerful means of spreading word-of-mouth communications about a product.

If brand communities are to thrive, it is important that the brand community be driven by brand owners and for the company not to get involved.

False

Nancy just posted a negative comment on her personal blog about a bad experience at a restaurant. She is not sponsored by the restaurant and, according to the new FTC regulations, she must state that she is not affiliated with the restaurant.

False

Niche social networking sites are broadly focused and are designed to appeal to all demographics, regardless of gender, age, race, income or education.

False

Of the different types of mailing lists that can be purchased, the least expensive is a response list.

False

A primary advantage of direct mail is that mail can be easily targeted to specific consumer groups and to specific individuals.

True

Buzz marketing works because people trust someone else's opinion more than paid advertising and because people like to share their opinions.

True

Cause-related marketing is important to nonprofit organizations because of increased competition among nonprofits for corporate support.

True

Corporate social responsibility is the obligation an organization has to be ethical, accountable, and reactive to the needs of society.

True

One objective of a sponsorship can be to increase a firm's visibility.

True

Permission is normally obtained from individuals in exchange for an incentive in permission marketing programs.

True

The marketing department tends to deal with customers and potential customers while the public relations department deals with the other non-customers.

True

The negative reaction to the Cheerios ad featuring a mixed-race couple illustrates the importance of social listening.

True

To spread negative information about a company or brand using the internet, an individual can utilize email, chat rooms, rogue websites, and blogs.

True

While Facebook has a large number of users, only 10 percent update their status daily and only 15 percent make comments once a day or more.

True

My Answer: Building brand loyalty, increasing sales, increasing engagement among consumers with the brand

Why are marketers engaging in social media marketing?

In choosing a cause-related program, company leaders should focus on causes that:

relate to the company's business

The effectiveness of product placements and branded entertainment has been recently reduced due to:

the level of clutter in the placements.