MKT 300 Chp 3
Of the following 5 steps for planning and executing a social media marketing campaign, which one is third in the sequence? a. target audiences b. identify strategy goals c. campaign: experiment and engage d. budget e. monitor and change
c
Select the potential goal of location-based software and applications, as used by marketers: a. to educate cusotmers about products they may or may not wish to consider at some future time b. to enhance the customers' decision-making by displaying only the options not avaliable at the customers location c. to present a relevant offer when the customer at a given location is in the process of making a purchase d. to sell the data to other retailers in the area
c
____ show how users move through the pages of a website
click paths
the ____ rate is the percentage of visitors or potential customers who take the action the marketer wanted them to take : for example, making a purchase, downloading a report, or subscribing to a newsletter
conversion
___ blogs are written by ppl who review and give recommendations on products and services and are sometimes compensated for doing so. a. micro b. personal c. corporate d. professional
d
when planning a social media marketing campaign, after identifying the campaigns goals and target audience the next step is to:
develop the campaign
the final step in the social media engagement process is known as the ____ stage
do
4E- Educate-
educate them about the offering
The 4E framework includes exciting the customer, educating the customer, helping the customer to experience the product, and giving the customer an opportunity to _____ with their social network.
engage
When a customer is offering feedback,-meaning the customer is taking action to ____ the company - this is an opportunity for the firm to create a relationship which may result in a loyal commitment from the customer
engage
Of the elements in the 4E framework, media-sharing sites are especially uselful for:
engaging customers
Of the elements in the 4E framework, social networks that are able to offer reelevant ads to targeted customers are better able to ___.
excite customers
4E- Excite-
excite customers with relevant offers
Examples of Social networking sites
facebook linked in google +
True or False: Social media often limits the exchange of ideas between marketers and customers
false
____ apps are apps that are free to download; however, they include inapp purchases to enhance an app or game
freemium
4E-Engage
give them the opportunity to engage their social network
4E-Experience
help the experience products, whether directly or indirectly
after establishing strategy and goals for a social media marketing campaign, the second step is to :
identify the target audience
After firms listen to customers and analyze the data they have accumulated, they must ___ what they have learned, in order to create long term relationships with potential customers and ultimately generate additional business
implement
a paid app can generate additional revenue by offering ___ that offer additional functionality
in app purchase
it is possible to download a freemium app; however, in order to enhance the game or app you must make an ___ purchase
inapp
Suppose that your university wants to know how to website visitors find the site. The university can use ____ to determine what types of searches ppl perform that lead them to the university's site
keyword analysis
A ____ differs from a traditional blog in size- it supports short sentences, short videos, and individual images.
microblog
_____ measure the number of times a website page is seen by any site visitor
page views
___ apps charge the customer an upfront price to download the app; however they offer full functionality once downloaded
paid
in the final step of the process to plan and execute a social media marketing campaign, the firm:
reviews the success of the campaign, making changes if necessary
in the final step of the process to plan and execute a social media marketing cmapaign the firm:
reviews the success of the campaign, making changes if necessary
YouTube, Flickr, and Picasa are examples of what category of social media site?
Media-sharing site
True or False: Firms actively use social networks to communicate deals geared to excite consumers.
True
True or False: The only way to experience a product or service for sale is actually to purchase it.
True
The best known microblog is called___.
Which of the following is NOT one of the categories of social media tools avaliable to marketers? a. acount sharing sites b. media sharing sites c. sweepstakes sites d. social network sites e. thought sharing sites
a and c
Several social media tools are useful in helping marketers to educate potential customers including: a. youtube videos b. blogs c. instore displays d. radio ads
ab
Most retail companies will attempt to achieve sustainable competitve advantage by including which of the following features on their websites? a. cusomter reviews b. interactive chat c. indepth product info d. links to competitors
abc
Effective uses of corporate blogs include: a. connecting and engaging with customers by discussing new products and promotions b. developing long term relationships by addressing positive and negative comments c. restricting the blog content to advertsing and press releases d. educating customers ab products and services
abd
Identify the benefits Home Shopping Network marketers gained by sponsoring an offical HSN channel on YouTube: a. comparisons of video views vs hourly sales b. opportunity for customers to re-view product videos after they are aired c. the benefits are limited bc YouTube does not provide any info ab viewing behavior on a channel d. opportunities to target customers who watched specific videos e. this is a trick question; companies cannot have YouTube channels
abd
a photo sharing website provides both companies and consumers an opportunity to participate in which of the following? a. opportunities for ppl to share ideas through pictures b. opportunities to learn about new places, ppl, and things through pictures c. little if any opportunity for ppl to review events ideas which have taken place d. opportunities to support a particular cause or charity
abd
Which of these offer marketers opportunities to listen to their customers? Select all that apply. A. opinion polls b. blogs c. corporate blogs without a comment feature d. social networks e. review sites
abde
an app that is free to download, but places ads on the screen when using the program in order to generate revenue, is known as an _____ app.
ad supported
What is a blog
an online journal enabling ppl to share their thoughts
Which of the following elements are considered traditional ways to market products and services? a. social networks b. newspaper ads c. mobile ads d. television ads
b and d
From the list below, identify online media that are frequently used to contribute information to prospective customers, and that may help enhance product and service experiences: a. outdoor billboards b. blogs c. youtube videos d. itunes audio samples
bcd
Identify the info Facebook uses to target site users to receive particular ads. a. info you have never posted or shared b. preferences c. browsing history d. profile info
bcd
Marketers find personal blogs useful bc they can: a. exert full control over what is written about product and services b. respond to customer concerns and complaints c. track what is going on in the marketplace d. use them to educate customers
bcd
when site visitors leave the site almost as soon as they arrive perhaps after viewing just one page, the marketing manager is concered with the ____ rate.
bounce
during a social media marketing campaign, step 4 is to ensure that an adequate budget is develped to support the campaign
budget
____ is a social media site operated by Google that holds a relatively small share of the social media market.
Google+
Blogs are important sources of info ab companies and their products. List the following types of blogs in order in terms of the amount of control that a company has over what is posted, with the type of blog that offers the greatest control at the top. 1. professional blogs covering products and services of various companies 2. the companys corporate blog 3. personal blog by consumers
213
Put the 3 stages of the social media Engagement process in the correct order 1. do 2 analyze 3 listen
321
Examples of thought sharing sites
Blogs Microblogs
What are the 4E?
Excite Educate Experience Engage
____ is a well known social network with over 1 billion active users: it allows individuals to connect with others, and gives marketers the abilitiy to carefully target their audiences.
Professionals network online with other professionals to post their resumes and search for jobs. The most commonly used site to do this ____.
_______ _______ is a technique that analyzes consumer generated content froma variety of social media sites, seeking to summarize customer attitudes and preferences.
Sentiment analysis
suppose that taco bell wants to learn more about how customers feel about new menu ites. it collects and analyzes content from several social media sites to assess favorable vs unfavorable comments and determine customers' attitudes and preferences. taco bell is conducting:
sentiment analysis
Two types of social media that marketers rely on are social networking sites, blogs, and media ____ sites.
sharing
What feature of instagram have advertisers found particularly useful?
short videos
____ is a process which enables customers to assess a tangible product then compare prices electronically to see if there is a better price and purchase it online
showrooming
when a customer visits a store to touch, feel, and discuss the product with a sales associate and then compares and purchases it online at a lower price it is known as ____
showrooming
social ____ marketing entails educating and communicating product benefits to customers using their computers, tablets, or mobile devices.
social
3 types of social media
social networking sites media sharing sites thought sharing sites
the first step in planning and executing a social media marketing campaign is to identify:
strategy and goals
social media-
the content distributed through online and mobile tech to facilitate interpersonal interactions.
if advertising (for example, on FB) is included in a social media campaign, costs are usually based on
the number of users who click on the ad
T or F: Mobile marketing is significantly growing.
true
Examples of media sharing site
youtube instagram Flickr and other photo sites