MKTG 4550 Quizzes
owned media
A brand sharing videos with its clients is an example of what? owned media earned media paid media
owned media
A brand's project director writing a blog post for the company's website is an example of what? earned media paid media owned media
nurture campaign
A prospect clicking on a link to watch a video triggers a pop-up inviting him or her to download a report on that topic. This is an example of which type of campaign? drip campaign engagement campaign nurture campaign rollercoaster campaign
Nonverbal communication
Eye contact, facial expressions, gestures, and movement are all examples of ________. Nonverbal communication Posture Confidence Vocal cues Confidence
True
True or False: A higher percentage of advertising and marketing budgets is flowing toward video creation and distribution.
True
True or False: Businesses should include links to photographs and permission to use those photos on their media pages.
True
True or False: Housing introductory and advanced content on a single site can help experts brush up on fundamentals and nudge beginners toward more complex content once they're ready for it
True
True or False: In some instances, paid media looks entirely like owned media, but is promoted in non-owned mediums, such as paying to boost a Facebook post..
True
True or False: Press releases should be personalized with an individualized note to each recipient.
False
True or False: Sponsored content reads like an advertisement, prompting a purchase, while native advertising's role is to inform the reader, position a company as an expert, and build brand awareness.
True
True or False: The quality of content is more important than the quantity of content.
True
True or False: There's no such thing as "off the record" when answering questions in a presentation.
False
True or False: Using lots of emojis in work emails can help build rapport.
True
True or False: Withholding information from the public can lead to disgruntled former employees, competitors, or the media releasing information in a more damaging way.
a sentence with at least one independent and one subordinate clause
What is a complex sentence? a sentence with no independent or subordinate clauses a sentence with at least one independent and one subordinate clause a sentence with multiple independent and subordinate clauses a sentence with an independent clause
limit the collection of data
What is a good long-term strategy for brands to address their clients' and prospects' privacy-protecting measures, such as the use of ad blockers? outsource analytics to clandestine third-party trackers be less transparent about information collected circumvent the tools with technology limit the collection of data
10 to 12 point
What is an appropriate font size for work emails? 12 to 14 point 10 to 12 point 8 to 10 point 14 to 16 point
all of these
What is an early example of content marketing? all of these none of these Proctor and Gamble's soap operas Jell-O's recipe books "The Furrow"
all of these
What is an example of a demographic? all of these gender age range occupation
a newscast
What is an example of consultative register? discussions with friends a keynote speech a newscast the Pledge of Allegiance
a radio advertisement
What is an example of paid media? a company publishing its own whitepaper a radio advertisement a startup's CEO being quoted in a business article
They're going shopping
Which of the following sentences is correct? There going shopping They're going shopping Their going shopping
adjective
Which part of speech modifies nouns? verb adjective adverb conjunction
drip campaign
Which type of campaign is best for someone who's ready to buy? rollercoaster campaign drip campaign engagement campaign nurture campaign
nurture campaign
Which type of campaign is most appropriate for someone interested in a brand but not yet ready to purchase? nurture campaign rollercoaster campaign engagement campaign drip campaign
discriminatory language
Which type of language is most likely to alienate your readers? formal language discriminatory language exclamatory language casual language
interrogative
Which type of sentence asks a question? interrogative declarative imperative exclamatory
salesy
Being too _______ is one of the biggest mistakes in content marketing. consistent salesy agile externally focused
keep your messages short
In many businesses, people are inundated with email messages, voicemails, documents, and reports. What is a good way to cut through the clutter? include plenty of images and emojis add a lot of exclamation points use a colorful font keep your messages short
invitation for bids
In reference to business proposals, what is an IFB? invitation for business information for business invitation for bids information for bids
This platform does not have clickable links, except in a bio, and limits the number of characters used in a post. Facebook Instagram LinkedIn Pinterest
This platform is highly visual, but it also allows users to click through to the site from which content was generated. Instagram Facebook Pinterest Twitter
email marketing
This type of marketing does not rely on platforms that users are already on. email marketing none of these social media marketing all of these
only those that have escalated to crisis level
To which incidents should companies respond? only when the incident involves legal issues or intellectual property only rumors that are unfounded only those that have escalated to crisis level all of these
email newsletters
What is the backbone of most content marketing efforts? video shows email newsletters augmented reality regular podcasts
identify journalists in your industry
What is the best first step to building media contacts? attend local events that newspapers and websites sponsor leave comments on articles where your competitors are quoted identify journalists in your industry send mass press releases and see who responds
explain what happened honestly, along with the steps to prevent similar situations in the future
What is the best way to handle a situation that has escalated to a crisis? respond with limited information to protect your privacy and brand leak the information to the media and let them craft the message explain what happened honestly, along with the steps to prevent similar situations in the future broadcast slightly misleading information that paints you in a positive light
the company spokesperson should post updates in a central location
What is the best way to share information during an evolving crisis situation? information should not be shared until the dust has settled the company spokesperson should post updates in a central location the company CEO should do interviews with multiple news outlets every stakeholder should share what he or she knows on social media
a semicolon
What is used to combine two independent clauses? a quotation mark a semicolon an apostrophe a comma
all of these
What must one keep in mind when segmenting by geography? using the correct language using appropriate regional terms and spelling none of these all of these
fire off an email right away
What should you not do when you want to send a complaint? wait 24 hours before hitting send fire off an email right away have someone edit your draft arrange an in-person meetings instead
run content by different departments for feedback
When outsourcing some content marketing responsibilities to freelancers or agencies, it's important that brands: share the contact info for the freelancers or agencies with everyone on the team run content by different departments for feedback avoid setting strict deadlines give them the freedom to do all of the work
the company
When presenting in a business setting, your approach reflects not only on you but also on ________. the idea your audience the company your supervisor
contact one reporter in a single section
When reaching out to a publication, it's best to reach out to multiple writers in multiple sections reach out to one writers in each of several sections contact one reporter in a single section contact every writer in a specific section
All of these options are correct
When researching your audience for a presentation, what should you consider? Role in the decision process Psychographics All of these options are correct Demographics
in the beginning
Where should you explain the purpose of an email? it should be inferred in the beginning in the end in the beginning and the end
retargeting
Which form of online advertising is designed to reach people who have already visited a website, or who are in a company's database? retargeting sponsored content pay-per-click (PPC) affiliate marketing native advertising
CAN-SPAM
Which law requires brands to use legitimate header information and accurate subject lines in their email marketing and to include a contact address and unsubscribe link? CAN-SPAM CFAA DMCA
Compensate customers for reviews
Which of the following can businesses not do on review sites like Yelp? Compensate customers for reviews Respond to positive reviews Respond to negative reviews Claim their own profiles
a brand's video ad
Which of the following is NOT an example of content marketing? a brand's newsletter a brand's video ad a brand's podcast a brand's blog post
endorsement
Which of the following is a written or spoken statement promoting or advertising a product? sponsored content ad blocker endorsement disclosure
virtual reality
Which of the following is an artificial environment experienced through software and special headsets, in which one's actions partially determine the outcome? live action role 360 video virtual reality augmented reality
a former executive publicly details harassment within the company
Which of the following is an example of a crisis situation? all of these a former executive publicly details harassment within the company a competitor has created a better product sales are down for two quarters in a row none of these
all of these
Which of the following is an example of paid media? a banner ad on a website all of these a radio advertisement a coupon in a newspaper
All of these options are correct
Which of the following is an organizational pattern you can use to structure your presentation? Problem-solution Spatial Chronological All of these options are correct Cause-effect
retain an attorney to press charges against security researchers
Which of the following is not a recommended way for brands to deal with emerging security threats? launch bug bounties to let hackers find vulnerabilities work with consultants to find security flaws retain an attorney to press charges against security researchers hire qualified security professionals
press release
Which of the following is not a type of business letter? press release written order request for information apology
radio advertisement
Which of the following is not an example of owned media? blog post social media radio advertisement case study
everyone within an organization
Who should be involved in the strongest marketing effort? the leadership team everyone within an organization
The brand can include sample links in their correspondence
Why is it easier for a brand to work with an influencer the second time around? The brand can include sample links in their correspondence Future influencers will have heard of the brand already. none of these all of these