Week 6: Smartbook Assignment
Put the following social media performance measures that are linked to inputs or costs in order, with the LEAST proven relationship with sales at the TOP.
1. Cost per thousand2. Cost per click3. Cost per action
What two outcomes would be considered part of the feedback loop in the communication process?
A retailer attributes an increase in sales to its purchase of advertising in Sunday's paper. A consumer purchases a used car as a result of the interaction with a salesperson.
Match the following forms of institutional advertising with its description.
Advocacy matches Choice States the position of a company on an issue. Pioneering institutional matches Choice Announces what a company is, what it can do, or where it is located. Competitive institutional matches Choice Promotes the advantages of one product class over another. Reminder institutional matches Choice Brings the company's name to the attention of the target market again.
An is any paid form of nonpersonal communication, about an organization, a product, a service, or an idea by an identified sponsor.
Blank 1: advertisement or advertising
The of a website is expressed in the form of text, video, audio, and graphics.
Blank 1: content
Coupons, deals, contests and sweepstakes, directed at the ultimate consumers, used to support a company's advertising and personal selling are forms of sales .
Blank 1: promotions or promotion
Free samples and point-of-purchase displays are known as consumer-oriented promotions.
Blank 1: sales
Which example illustrates how the Internet affects place utility? Multiple choice question.
Consumers can buy books online from a foreign country and have them shipped directly to their homes.
With respect to marketing utilities, the Internet affects time and place in which manner? Multiple choice question.
Consumers can buy products anytime, from anywhere
Which are disadvantages of using coupons as a sales promotion?
Consumers might try to redeem counterfeit coupons. Coupons are more costly than just their face value.
Match each element of website design to its correct description.
Context matches Choice Site's layout and visual design Commerce matches Choice Site's capabilities to enable commercial transactions Connection matches Choice The degree that the site is linked to other sites Customization matches Choice Site's ability to tailor itself to different users or to allow users to personalize the site. Community matches Choice The ways that the site enables user-to-user communication
Which are social media performance measures linked to inputs or costs?
Cost per action Cost per thousand Cost per click
______ is the degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network. Multiple choice question.
Customer engagement
What statement is true regarding digital natives? Multiple choice question.
Digital natives primarily sell online, though some have retail stores.
Which social network has the greatest number of users overall?
Which social network has the greatest number of users overall? Multiple choice question.
Which social network has the highest monthly market share of visits?
True or False: Most websites include all seven design elements.
False
True or False: Studies show that coupons do not have an effect on market share.
False
Marketers use media richness and self-disclosure to classify Blank______.
Females only slightly outnumber males on Facebook.
What are two primary capabilities of the Internet that provide building blocks for buyer-seller relationships?
Individuality Interactivity
______ advertising has been used by companies like Texaco, Pfizer, and IBM to build confidence in the company name. Multiple choice question.
Institutional
______ advertising is often used to support a firm's public relations plan or counter adverse publicity.
Institutional
______ marketing is characterized by choiceboards and personalization systems that transform information supplied by customers into customized responses to their individual needs.
Interactive
sell its products on a website like Etsy
Interactivity Individuality
To qualify as user-generated content, the content must satisfy which three criteria?
It is created by someone outside of a professional or commercial organization. It shows a significant degree of original or creative effort. It is published on a publicly accessible site or social media.
Which of the following is true of decoding?
It is done by the receiver.
______ companies, though they operate online today, trace their origins to the traditional marketplace. Multiple choice question.
Legacy
Which of the following best represents the gender breakdown for LinkedIn users?
Men only slightly outnumber women on LinkedIn.
Match the following types of allowances used for trade-oriented sales promotion to the correct description. Instructions
Merchandise matches Choice Reimbursing a retailer for extra in-store support or special featuring of the brand Case matches Choice Offering a discount on each case ordered during a specific time period Finance matches Choice Paying retailers for certain costs or losses associated with consumer sales promotions
______ utility, or getting a product or service to consumers so they can own or use it, is accelerated in the market space. Multiple choice question.
Possession
______ are often used for new products, as a way to get the product in the hands of the consumer at no risk to them.
Samples
If a marketer wants to increase customer engagement, it should avoid posting social media content on Blank______ since it is the worst day to post content to social media.
Sunday
In the communication process, how does encoding occur?
The sender transforms the idea.
Which two are required by federal and state laws and monitored by the Federal Trade Commission, regarding the use of contests and sweepstakes?
There must be a guarantee that the prizes are awarded. The chance of winning must be represented honestly.
Generally speaking, what are the two best days of the week to post social media content in order to increase customer engagement?
Tuesday Wednesday
The use of hashtags (#) to showcase product or brand content originated on Blank______.
-generated content describes the various forms of online media content that are publicly available and created by those that use them, including all the ways people can use social media.
User or Consumer
What company would be considered a legacy company in the marketspace? Multiple choice question.
Walmart
Which is the best example of permission marketing?
While buying a product on Amazon.com the customer can check a box that will allow Amazon to e-mail to the customer future special offerings.
Select three elements that are part of the communication process.
a channel a receiver decoding
Which of the following is the best example of noise in the communication process?
a coupon printed in the newspaper that is so blurry it is illegible
Cooperative advertising means that Blank______. Multiple choice question.
a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products
While shopping online at Amazon.com, you are given the option of free shipping if you add just six more dollars to your current total. This sales promotion appeal is analogous to the rack of candy bars and gum at a grocery store's checkout aisle, which is known as Blank______.
a point-of-purchase display
The feedback loop consists of two elements—feedback and Blank______.
a response
A company's integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network is referred to asBlank______.
a social media marketing program
The purpose of a social media marketing program is to reach Blank______ who will become Blank______.
active consumers; influentials
The ideal performance measure for both conventional and social media is one that ties Blank______ to the cost of the ad or other promotion.
actual sales revenue
The two broad types of Blank______ are product and institutional.
advertising
The two broad types of Blank______ are product and institutional. Multiple choice question.
advertising
Consumer-oriented sales promotions are used to support a company's Blank______.
advertising and personal selling efforts
If Costco just ordered from a manufacturer a large number of 60-inch LCD HDTVs at $300 below the standard wholesale price, they have probably just accepted which type of trade-oriented sales promotion?
allowance
If Costco just ordered from a manufacturer a large number of 60-inch LCD HDTVs at $300 below the standard wholesale price, they have probably just accepted which type of trade-oriented sales promotion? Multiple choice question.
allowance
If a retailer is weighing the cost of carrying additional inventory (greater than the usual amount) against the benefit of a reduced wholesale price, they are probably considering whether to take advantage of a(n) Blank______ offered by a manufacturer. Multiple choice question.
allowance
Trade-oriented sales promotions differ from consumer-oriented ones in that trade promotions Blank______.
are directed at intermediaries in the channel
As a type of sales promotion, sweepstakes Blank______.
are purely games of chance
What three features are integrated into Web 3.0?
big data the Internet of Things cloud computing
Reverse product placement refers to Blank______.
bringing fictional products to the marketplace
For its newest gaming console, Star Electronics decides to tell consumers about the product by placing a full-page advertisement in the most popular gaming magazine. In the communication process, the magazine ad is the Blank______.
channel of communication
The Blank______ refers to the medium that carries the message for a firm, such as a salesperson, advertising media, or public relations tools.
channel of communication
As part of the communication element, many websites use sophisticated computer programs called Blank______ which mimic human conversation using artificial intelligence.
chatbots
A(n) Blank______ allows a customer to design a personalized product via the Internet and helps the company become more knowledgeable about the customer.
choiceboard
Netflix is able to suggest movies for its existing customers based on their previous viewing and ratings, through the use of Blank______.
collaborative filtering
The process that automatically groups consumers with similar buying intentions, preferences, and behaviors and predicts future purchases is called Blank______.
collaborative filtering
The website design element that allows transactions to take place is Blank______.
commerce
What is one of the seven web design elements that drive the customer experience?
commerce
The process in which a message is conveyed to others in known as Blank______. Multiple choice question.
communication
Websites that allow people to congregate online and exchange views on topics of common interest are called .
communities or community
It is often important for a firm to demonstrate the superior benefits its product has over similar products using Blank______ advertisements.
competitive
Product advertisements take three forms: pioneering, Blank______, and reminder.
competitive
The commerce element of a well-designed website design allows customers to Blank______.
conduct sales transactions quickly and easily
Social media content that includes stories, behind-the-scenes images, and posts that thank fans or ask for opinions and feedback are considered Blank______ content.
connecting
The Blank______ element of website design refers to the network of linkages between a company's website and other sites.
connection
When a company posts a link to its Twitter and Facebook pages on its website, it is an example of which design element?
connection
One of the greatest marketspace opportunities is creating form utility, such as the ability of Blank______.
consumers to customize or personalize a product
Which element of website design applies to all digital information on a website, including the use of text, video, audio, and graphics?
content
Which two design elements are included in every website?
content context
3M had a "One Million Uses and Counting" promotion such that individuals would post a YouTube video showing their various uses for Post-it Notes for the chance to win a prize. This is an example of a Blank______. Multiple choice question.
contest
Doritos allowed consumers to submit their own commercials for the brand, promising to air the best submission during the Super Bowl. This is an example of a Blank______. Multiple choice question.
contest
Consumers are required to apply their skill or analytical or creative thinking to try to win a prize in a(n) .
contest or contests
Which element of website design refers to the website's aesthetic appeal and the functional look and feel of the site's layout and visual design?
context
The trade-oriented sales promotion technique that encourages both better quality and greater quantity in local advertising efforts of resellers is known as Blank______ advertising.
cooperative
What two forms of promotion are used exclusively as trade-oriented sales promotions rather than promotions aimed at consumers?
cooperative advertising salesforce training
An advantage of Blank______ is that they often increase a firm's market share during the period immediately following their use.
coupons
More than 93 percent of all Blank______ are distributed as freestanding inserts in newspapers.
coupons
Sales promotions that offer a discounted price to the consumer to encourage trial are called Blank______.
coupons
The success of a social media marketing program depends on whether it creates and sustains Blank______.
customer engagement
In creating an online Blank______, companies attempt to manage all of the interactions with the customer, from initial view of the home page through purchase.
customer experience
Today, the quality of the Blank______ delivered by a company is the standard by which a meaningful marketspace presence is measured.
customer experience
Which website design element involves moving items around to reflect a consumer's priorities or selecting topics of interest to them?
customization
Which website design element refers to a site's ability to modify itself to, or be modified by and for, each individual user?
customization
If a company learns that a competitor will introduce a new cake mix, it may use a Blank______ as a sales promotion to encourage its customers to stock up on its cake mixes and make the new launch less effective.
deal
Buy-one-get-one free strategies, used to encourage consumers to shop at a certain store, are known as , a type of sales promotion. (Enter one word in the blank.)
deals
Short-term price reductions that can be used to retaliate against a competitor's actions like introducing a new product are called Blank______.
deals
A choiceboard allows customers to Blank______.
design their own products from an online menu
A Blank______ is an Internet company that has its origins in the marketspace. Multiple choice question.
digital native
Regardless of origin, a company's success in achieving a meaningful marketspace presence hinges its ability to design and execute a marketing program that capitalizes on using Blank______ to deliver unique value-creating and relationship-building capabilities.
digital technology
For a company like Dell, an example of the communication capability the Internet allows is Blank______.
direct interaction with a human customer representative while shopping
What are two characteristics of the digital marketspace?
electronic images and offerings face-to-screen exchange relationships
In the communication process, Blank______ refers to the transformation of the sender's ideas into a set of symbols.
encoding
Hashtags are typically used by firms to Blank______. (Check all that apply.)
encourage user-generated content
Match the performance measurement with its correct description. Instructions
fans matches Choice the number of people who have opted in to a brand's messages through a social media platform at a given time share of voice matches Choice the brand's share or percentage of all the online social media chatter related to, say, its product category or a topic interaction rate matches Choice the number of people who "like" or make a comment about a post divided by the total number of people seeing the post users matches Choice individuals who have registered on a social networking site by completing the process involved
Which entities regulate the fairness of sweepstakes and contests? (Select all that apply)
federal laws state laws the Federal Trade Commission
For a message to be communicated effectively, the sender and receiver must have a mutually shared Blank______, a similar understanding and knowledge they apply to the message.
field of experience
Which activities are used to train a distributor's salesforce?
field visits to the reseller's location incentive and recognition programs national sales meetings
International marketing presents special challenges in communication, since the source and receiver may not have overlapping Blank______, due to differences in culture and language. Multiple choice question.
fields of experience
When Levi's allows consumers to upload their measurements online in order to get a perfect fitting pair of jeans, is it a example of what utility offered in the marketspace?
form
Misredemption of coupons, a form of Blank______, is a problem associated with their use by manufacturers
fraud
In terms of the context, what are the two orientations of website design?
functionally oriented aesthetically oriented
Personalization allows customers to Blank______. Multiple choice question.
generate the desired information on a seller's website to meet individual needs
What does personalization mean in the context of interactive marketing?
generating content on a marketer's website that is customized to your needs
When Facebook allows you to upload a picture of yourself and to show your preferences to your friends, Facebook is leveraging the Blank______ capability of the Internet.
individuality
Interactivity and Blank______ are two important capabilities of the Internet in the Blank______ relationship.
individuality; buyer-seller
Individuality in a buyer-seller relationship means that marketers must treat customers as individuals and empower them to Blank______. (Select all that apply)
influence the timing and extent of the buyer-seller interaction have a say in the kind of products and services they buy have a say in the information they receive
What are two examples of possession utility that are provided in the marketspace?
instant delivery of tickets purchased to a movie or concert immediate access to confirmation of a hotel reservation
A Coca-Cola ad that highlights the firm's growing use of recyclable materials and other investments in sustainability is an example of Blank______ advertising.
institutional
A(n) Blank______ advertisement is used to build goodwill or an image for an organization rather than to promote a specific product.
institutional
Advocacy advertisements state the position of a company on an issue. It is a form of Blank______ advertising. Multiple choice question.
institutional
What are the two broad types of advertising?
institutional product
The activity that involves two-way buyer-seller electronic communication in a computer-mediated environment is called Blank______.
interactive marketing
The capability that allows firms to listen to their customers, answer their requests, and build relationships is called Blank______.
interactivity
Within the communication process, decoding can best be described as Blank______.
interpretation
A contest differs from a sweepstakes in that Blank______.
it requires skill or thinking on the part of the participant
Interactivity refers to the capability on the Internet that allows firms to Blank______.
listen and respond to customer needs
As part of a sales promotion program, Blank______ programs are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time. Multiple choice question.
loyalty
A punch card for a free sandwich after the purchase of ten from your local deli is an example of which sales promotion?
loyalty programs
Credit card reward programs are an example of which sales promotion?
loyalty programs
Which of the following sales promotion strategies is used to encourage and reward repeat purchases?
loyalty programs
Which are considered forms of sales promotion? (Select all that apply)
loyalty programs product placement sweepstakes
Over 90 percent of Blank______ merchandise is sold exclusively through retail stores; that is, many of these companies have decided not to participate in the marketspace.
luxury fashion
Reminder advertisements are used at which stage of the product life cycle?
maturity
Reminder advertisements are used at which stage of the product life cycle? Multiple choice question.
maturity
The degree of acoustic, visual, and personal contact between two communication partners is referred to as Blank______.
media richness
Which are common approaches in using allowances as a form of trade-oriented sales promotions? (Select all that apply)
merchandise allowance finance allowance case allowance
When a cell phone provider features a new product in its advertising, the description for the new phone would best be called the Blank______.
message
Web 2.0 is referred to as such because Blank______.
new functionalities exist to make possible a high degree of user interactivity
Competing messages, lack of clarity in a message, or even printing mistakes can create problems that prevent effective communication, so they are called Blank______.
noise
If a salesperson used so much industry jargon that a prospective buyer was unable to understand the message properly, the communication would fail because of Blank______.
noise
The extraneous factors that can work against effective communication by distorting a message or the feedback received is referred to as Blank______.
noise
As a sales promotion, a premium is Blank______. Multiple choice question.
offering some type of merchandise for free or at significant savings
Select the two primary characteristics that define advertising.
paid nonpersonal
When a firm sends a direct e-mail to a customer, the firm might let the customer "opt-out" of the mailing list. This marketing practice is called Blank______.
permission marketing
The objective of competitive advertising is to Blank______ the target market. Multiple choice question.
persuade
Companies use Blank______ advertisements to tell people what a product is, what it can do, and where it can be found.
pioneering
During the early stages of a product's life cycle, Blank______ advertisements help a firm to achieve its primary objective to inform the target market.
pioneering
When an advertising campaign is first launched for a new product, which type of advertisements would be most appropriate given that the target market knows little about the product yet?
pioneering
Which form of advertising is especially important in the introductory stage of a product's life cycle to explain what it is, what it can do, and where it can be found?
pioneering
Match the three forms of product advertisements with the correct description.
pioneering matches Choice tells people what a product is, what it can do, and where it can be found competitive matches Choice promotes a specific brand's features and benefits reminder matches Choice reinforces a consumers previous knowledge of a product
Match the three forms of product advertisements with the correct description. Instructions
pioneering matches Choice tells people what a product is, what it can do, and where it can be found competitive matches Choice promotes a specific brand's features and benefits reminder matches Choice reinforces a consumers previous knowledge of a product
Match the type of product advertisement with its objective.
pioneering matches Choice to inform competitive matches Choice to persuade reminder matches Choice to reinforce
The Internet allows consumers to access information on-demand about products. This is an example of which kind of marketing utility?
place and time
Product involves the use of a brand-name product as a prop or accessory in, for example, a scene in a movie or television show.
placement
As a type of sales promotion, Blank______ have the ability to influence you at the instant you are noticing different products in your supermarket aisle.
point of purchase displays
A self-liquidating Blank______ is one in which the extra merchandise is offered at a savings over retail price but at a level that covers the cost of the item.
premium
When a cereal's packaging includes mention of a free toy placed inside the cereal box, this is an example of a Blank______.
premium
Collectible toys portraying movie characters are given away free with the purchase of Happy Meals at McDonald's. These are called Blank______. Multiple choice question.
premiums
For Coca Cola, the appearance of its products on the TV show American Idol is an example of Blank______.
product placement
In the movie Happy Gilmore, Adam Sandler becomes a spokesperson for Subway sandwiches. This is an example of which sales promotion tactic? Multiple choice question.
product placement
Placing a branded product in a scene of a video game is an example of which type of sales promotion?
product placement
Match the type of social media content to their correct features. Instructions
promotional matches Choice coupons, discounts, customer testimonials entertaining matches Choice puzzles, viral videos, jokes newsworthy matches Choice topical coverage about an industry, product, or service
Overall, effective communication is Blank______. Multiple choice question.
prone to errors from all communication elements
Because it is in the manufacturer's best interest if resellers have a highly qualified salesforce, it may Blank______.
provide sales training to those individuals
Because it is in the manufacturer's best interest if resellers have a highly qualified salesforce, it may Blank______. Multiple choice question.
provide sales training to those individuals
Which of the following is an example of user-generated content?
providing an online rating and comments for a product or service
Apple offered to return $100 to consumers who purchased an Apple computer and a printer during a three-month promotional period. Consumers provided proof of purchase in exchange for a Blank______. Multiple choice question.
rebate
"Slippage," or failure to redeem, is less likely to occur with frequent users of Blank______ as well as online consumers.
rebates
A consumer who reads, hears, or sees a communication message from a firm is the Blank______.
receiver
While waiting in the doctor's office, Thalia flips through a magazine. She stops to read an advertisement for a new type of skin cream. In the communication process, Thalia is the Blank______.
receiver
For a product that has been in the market for a long time and has achieved a well-recognized position, marketers will most likely use Blank______ advertising to keep the product on the minds of consumers.
reminder
Reinforcing previous knowledge of a product is the objective of Blank______ advertisements.
reminder
Bertie Bott's Every Flavour Beans was originally just a product in the Harry Potter book series, but it is now actually available for purchase. This is an example of Blank______.
reverse product placement
A local coffee shop is giving out free mini-size brewed coffee to entice consumers to come in the shop and try its products. The giveaways are called Blank______.
samples
Hotels at Home offers consumers the opportunity to purchase products typically found and used in hotels such as the Westin, Hilton, and Sheraton. Since the consumer usually experiences the product first by using it at the hotel, this experience is considered a Blank______ sales promotion strategy.
sampling
When shoppers at Costco explore the aisles, often there are employees handing out small servings of various food products for customers to try. This sales promotion tactic is known as . (one word)
sampling or samples
In the evaluation of media, the degree to which a person shares his or her thoughts, feelings, likes and dislikes is termed Blank______.
self-disclosure
What are the two factors used to classify social networks for marketers?
self-disclosure media richness
If a small specialty retail shop that sells handmade goods wants to increase its business, the cheapest and quickest way to improve accessibility for customers would be to Blank______.
sell its products on a website like Etsy
Social media represent a unique blending of technology and Blank______.
social interaction
"Web 2.0" and "Web 3.0" are terms that are sometimes used interchangeably with Blank______.
social media
Online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify "popular" topics—is referred to as Blank______. Multiple choice question.
social media
When brand managers assess Blank______, they look at the characteristics of the website's visitors and the number of users of the website.
social media options
If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the Blank______ in the communication process.
source
In the marketing communication process, the Blank______ refers to the company or person who has information to convey.
source
A Blank______ does not require consumers to do anything other than buy a ticket or fill out a form for a chance to win some type of prize.
sweepstakes
Delta ran a sales promotion that featured John Legend performing an in-flight concert. Assuming that participants just had to purchase a ticket for a chance to win, this would be an example of a Blank______.
sweepstakes
During its grand opening sale, a local electronics store gave customers a chance to win a new flat screen TV. Customers only had to fill out a card with their name, address, and telephone number and drop it into a box. One winner would be chosen at random. This is an example of a Blank______. Multiple choice question.
sweepstakes
A marketing message may never make it to the desired receiver if an error is made in determining Blank______.
the channel used for the message
Which should be assessed by a brand manager in the selection of social media networks for marketing purposes? (Select all that apply)
the characteristics of the visitors to the website the number of visitors to the website
First and foremost, when choosing social media content, it is important to identify Blank______.
the content's intended purpose
What factors need to be considered when selecting social media content? (Select all that apply)
the content's intended purpose the characteristics of the market segment to be reached how the content can best be conveyed
Product placement, a form of sales promotion, is Blank______.
the use of a brand-name product in a movie or television show
Performance measures for social media marketing programs can be divided into which two categories?
those tied to the outputs or revenues those linked to inputs or costs
Luxury fashion designers prefer which outlet for selling their products?
through retail stores
Select the three primary objectives of product advertisements.
to persuade to remind to inform
Deals are most commonly used as a sales promotion for which two reasons?
to retaliate against a competitor's actions to increase trial
Allowances, cooperative advertising, and the training of distributor's salesforces are types of Blank______-oriented sales promotions.
trade
Sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors are known as Blank______-oriented sales promotions.
trade
A company's success in achieving a meaningful marketspace presence hinges largely its ability to use digital technology to design and execute a marketing program that capitalizes on Blank______.
unique value-creating capabilities relationship-building capabilities
Any form of online media content that is publicly available and created by consumers or end users is referred to as Blank______.
user-generated content
Which three terms are sometimes used interchangeably with the term "social media"?
user-generated content Web 2.0 Web 3.0
When Coca-Cola creates a website within its website called MyCoke.com where consumers can create a profile, and exchange thoughts, ideas, and more among themselves, it has developed what is called a Blank______.
web community
Reminder advertising is most appropriate Blank______. Multiple choice question.
when the product has achieved a well-recognized position