Module 3 Quiz

The newest online technology for banner advertising is:

Automated exchange systems that provided precise targeting of ads to specific consumers.

(T/F) A major advantage of cinema advertising is that the advertisements can be integrated into the movie plot.

False

(T/F) A mobile-optimized design seeks to allow individuals to easily locate merchandise on a webpage.

False

(T/F) A mobile-optimized design seeks to allow individuals to easily locate merchandise on a website.

False

(T/F) According to consumers, ceiling banners and overhead mobiles are the most engaging forms of in-store advertising.

False

(T/F) During the infection stage of buzz marketing, the product is being introduced to the market.

False

(T/F) Overall, males utilize social media more than females.

False

(T/F) The biggest disappointment web users had with Web 3.0 was the inability to connect to events in real time.

False

(T/F) To be successful, an email marketing program does not need to be integrated with other channels, because it is a stand-alone process.

False

(T/F) Twitter is not a good social networking site for small businesses due to the limited number of characters that can be inserted in each tweet.

False

For moviemakers and television producers, the primary motivation behind placement and branded entertainment is to:

Generate revenue

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

Involves the product being used by a few innovators or trendsetters.

Identify the key factors influencing the effectiveness of both product placement and branded entertainment.

Media selection, Supporting promotional activities, Consumer attitudes toward placements, Placement characteristics, Regulations

Samsung's marketing team wants to increase impressions and enhance ad recall. The best position for Samsung's video ads is:

Pre-roll

Which type of incentive is designed to change purchasing habits over the long term?

Value added

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

a social network

Funds devoted to in-store marketing is:

a very small percentage of the total advertising and marketing budget.

Incentives that can be used to encourage consumers to make online purchases include each of the following except: a. follow-up incentives b. financial incentives c. convenience incentives d. value-based incentives

a. follow-up incentives

Personalization and customization are part of an e-commerce's:

brand engagement strategy

Another name for content marketing is

branded content

Brand spiraling involves using:

traditional media to promote and attract customers to a website

Of the following market segments, the best to target with an email campaign would be individuals:

who had abandoned a shopping cart with items in it.

(Free Response) Give a broad overview of Facebook and it's appeal to marketers.

???

(Free Response) Give a broad overview of Twitter and it's appeal to marketers.

???

(Free Response) Describe a customer-centric website design.

????

(T/F) A Saatchi & Saatchi study suggests that point-of-purchase displays have a very short period of time to influence customer purchasing decisions.

True

(T/F) A company can enhance the development of brand communities by sponsoring events that bring brand owners together, such as Camp Jeep

True

(T/F) Advertisers believe that product placements lead to increased brand awareness and more positive attitudes toward the brand.

True

(T/F) An advantage of advertising in online video games is that ads can be targeted to specific demographic groups, location profiles that match where the person is playing, and specific types of game players.

True

(T/F) E-commerce focuses on selling goods or services on the internet.

True

(T/F) In interactive marketing, software can be used to analyze an individual's web activity and then customize marketing communications and offers.

True

(T/F) Mobile Marketing provides a social device that links individuals to social networks where they can post comments, pictures, and videos as well as read the thoughts of others.

True

(T/F) Retweets on Twitter are important to brands because they represent word-of-mouth recommendations from one person to others

True

(T/F) Social media provides a unique venue for brands to connect with loyal customers while at the same time influencing other consumers.

True

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

True

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

True

(T/F) Web 3.0 online communication channel moved companies to "real-time" communications with customers.

True

After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills:

disabled the comment feature on YouTube, but left the video on YouTube.

Companies can enhance a brand community spirit in each ot the following ways except:

offer memberships to individuals who have not purchased the particular brand

Current trends in consumer video sharing include all of the following except:

uploading professional sporting events