Marketing 3013: Chapter 13
Research shows that the social media platform of choice for those in B2C settings is ________.
True or false: Marketers have the ability to permanently remove content they post online.
False
True or false: Nearly all social media marketing strategies and tactics can be groups according to the platform they use.
False
________-based marketing uses GPS data to perform its function.
Location
________ ________ can help build a successful brand by allowing a company to develop deeper relationships with customers and generating positive communications about the brand.
Social media
The moment of truth is a multi-way conversation with the consumer, marketers, friends, strangers, websites, and experts all participating.
True
True or false: Because of its sense of immediacy, mobile computing allows businesses to provide personalized services based on location and social context.
True
Select from the following the purposes of social media marketing as identified in your text. (Check all that apply.) a. Activate customer advocacy b. Increase brand visibility c. Increase cognitive dissonance d. Gain competitive advantage e. Provide context to social interactions f. Grow customer engagement
a. Activate customer advocacy b. Increase brand visibility e. Provide context to social interactions f. Grow customer engagement
What are the two main ways that social media can help to build a successful brand? (Check all that apply.) a. By allowing the firm to develop deeper relationships with customers b. Promoting social media as a place for consumers to buy products c. By generating positive word-of-mouth communication about the brand across social networks d. By reducing consumers' calls to action
a. By allowing the firm to develop deeper relationships with customers c. By generating positive word-of-mouth communication about the brand across social networks
Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform? a. Facebook b. Instagram c. Twitter d. LinkedIn e. YouTube
a. Facebook
Which of the following does research show are more popular social media sites for B2B marketers? (Check all that apply.) a. Google+ b. Instagram c. LinkedIn d. Pinterest e. Twitter
a. Google+ c. LinkedIn e. Twitter
Which of the following are advantages of live streaming? (Check all that apply.) a. It allows viewers to be involved. b. It does not require access to the Internet. c. It is in real time. d. It protects consumer privacy.
a. It allows viewers to be involved. c. It is in real time.
Select from the following those items that make up a zero moment of truth. a. It is emotional. b. The consumer is in charge. c. It happens in real time. d. It is a passive activity. e. It happens after the product is purchased. f. It happens online.
a. It is emotional. b. The consumer is in charge. c. It happens in real time. f. It happens online.
According to research, which of the following is the preferred way for customers to engage with brands on customer service issues? a. On social media b. By calling a toll-free number c. Through an e-mail d. By visiting a store in person
a. On social media
Because of the public nature of social media conversations, which social media metric is particularly helpful in assessing conversations regarding a competitor? a. Share of voice b. Conversation rate c. Competitive analysis d. Sentiment analysis e. Amplification rate
a. Share of voice
Which of the following exemplifies the synergistic relationship between mobile technologies and social media? a. The ease of access to social media through mobile apps b. The decrease in customer privacy issues on social media c. The constant battle for market share between mobile technologies and social media d. The low cost of mobile apps compared to other forms of social media
a. The ease of access to social media through mobile apps
How do marketers address the concerns relating to e-mail marketing spam? a. They send product information only to customers who "opt-in." b. They make sure customers know their privacy policy. c. They make it easy for customers to subscribe to e-mail messages. d. They send the same e-mail messages to everyone.
a. They send product information only to customers who "opt-in."
What are the two major functions of search engines? (Check all that apply.) a. To provide search users with a ranked list of websites they've determined are the most relevant b. To provide free advertising for marketers c. To build an index of all web content d. To censor inappropriate and offensive web content e. To provide a listing of website categories
a. To provide search users with a ranked list of websites they've determined are the most relevant c. To build an index of all web content
A social, entertainment, or information service that allows a company to reach and engage with its audience using tools and platforms that capture the geographic location of the audience is referred to as _______. a. a location-based service b. a search engine c. an infographic d. live streaming
a. a location-based service
A concise, yet authoritative, report or guide that seeks to inform readers about a complex issue and presents the issuing body's philosophy on the matter is referred to as _______. a. a white paper b. a journal c. a podcast d. an annual report e. a web log
a. a white paper
The process of defining, building, and maintaining a brand today is a collaborative process between consumers and the firm. This is evidenced by _______. a. consumers interacting with brands on social media b. companies' increased use of paid media c. consumers' increased use of online shopping d. companies' increased use of sales promotions
a. consumers interacting with brands on social media
According to social media and customer service expert, Jay Baer, the new marketing is _______. a. customer service b. social media c. branded content d. mobile technologies e. location-based apps
a. customer service
A marketer who wants to track performance over time and across a range of measures, but wants to do so in a visual manner would use a marketing _______. a. dashboard b. platform c. geo-fence d. wireframe
a. dashboard
When analyzing search results, marketers want to make sure their website appears in the top left part of the search results page. This area is referred to as the _______. a. golden triangle b. search square c. cool zone d. clicked-on circle e. hot column
a. golden triangle
Search engine marketing uses purchased links that typically appear either at the very top or upper right of a search-results page. These links are referred to as _______. a. paid listings b. promotional links c. Internet items d. web hosts e. web ads
a. paid listings
The analysis of feelings as a way to measure the tone of a conversation is the principle behind _______. a. sentiment analysis b. applause rate c. engagement analysis d. share of voice e. influence analysis
a. sentiment analysis
The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is referred to as _______. a. social media monitoring b. wireframing c. geo-fencing d. content monitoring e. digital listening
a. social media monitoring
Search engine optimization tactics influence organic page ranking by influencing _______. (Check all that apply.) a. the popularity of web content b. the newsworthiness of web content c. the relevance of web content d. the cost of web content
a. the popularity of web content c. the relevance of web content
In order to create consistently relevant marketing messages, they must be _______. (Check all that apply.) a. visible to the consumer b. distributed by the consumer c. accessible to the consumer d. applied by the consumer e. useful for the consumer
a. visible to the consumer c. accessible to the consumer e. useful for the consumer
Research shows that ________ videos are particularly effective in helping to make content more memorable for consumers.
animated
In today's era of media noise, how can marketers break through the clutter to reach their audience? a. By inundating the market with advertising b. By producing messages that are relevant to each individual consumer c. By producing messages that are the most visible to consumers d. By increasing the communications budget e. By producing messages that display the brand most creatively
b. By producing messages that are relevant to each individual consumer
What have sociologists and organizational scientists concluded about the constant use of social media? a. It has made users more social in face-to-face settings. b. It has made users less social in face-to-face settings. c. It has made users seek out more face-to-face interactions. d. It has strengthened all types of interpersonal connections. e. It has allowed users to be more "in the moment" during social interactions.
b. It has made users less social in face-to-face settings.
What three things are necessary in order to create consistently relevant marketing messages? (Check all that apply.) a. Understanding that the marketing message needs to be creative more than it needs to be relevant b. Making the marketing message accessible where the consumer needs it most c. Making content visible to consumers where they spend their time d. Providing the marketing message on as many platforms as possible e. Understanding the customer and providing him or her with valuable content
b. Making the marketing message accessible where the consumer needs it most c. Making content visible to consumers where they spend their time e. Understanding the customer and providing him or her with valuable content
According to your text, what has allowed small firms to compete head-to-head with large, established brands? a. The better integration of supply chains b. The advent of digital distribution and promotion mechanics c. The widespread global acceptance of new brands d. The reduced costs of all forms of traditional advertising
b. The advent of digital distribution and promotion mechanics
All of the following observations regarding search engine marketing are true except _______. a. the higher and more frequently a site appears in the search results list, the more visitors it will receive b. click-through rates are not affected by a link's position on a results page c. it is important to have a link show up on the first page of a Google results page d. the vast majority of online experiences begin with a search engine
b. click-through rates are not affected by a link's position on a results page
The umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, and social media platforms is called ______. a. social media b. digital marketing c. search marketing d. techno-marketing e. Sales 2.0
b. digital marketing
The power of digital communications has _______. a. made market entry more difficult b. lowered the barriers to market entry c. reduced the amount of competitors in the market d. eliminated competition in the market
b. lowered the barriers to market entry
To promote its new product, a company advertises it on television and places advertisements in nationally-circulated magazines and newspapers. This is a form of ______ media. a. sponsored b. paid c. placement d. owned e. earned
b. paid
A marketing practice with the goal of generating traffic from search engines through both paid and unpaid efforts is called _______. a. sentiment marketing b. search marketing c. content marketing d. social media marketing e. digital marketing
b. search marketing
Because Facebook and Twitter allow users to create their own content and share it with other Facebook and Twitter users, these sites are referred to as ______. a. managed content b. social media c. digital media d. social marketing e. branded content
b. social media
What two items, introduced in the EARLY 20th century, started a new age of communication? (Select two) a. the Internet b. television c. the printing press d. mass production e. broadcast radio
b. television e. broadcast radio
As a content marketing technique, _______ are meant to help readers understand an issue, solve a problem, or make a decision. a. search engines b. white papers c. podcasts d. annual reports
b. white papers
A(n) ________ is an online journal in which people or companies post their thoughts and other content
blog
White papers, research reports, and infographics that a brand produces for itself are referred to as ________ content.
branded
The most popular paid search platform used by search marketers is Google _______. a. Wallet b. Playstore c. AdWords d. Docs e. Plus
c. AdWords
Claudia spent a week on vacation in the African wilderness. During that time, she did not have access to her Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Claudia to feel that she was missing out on all that was happening back home. What acronym has been linked to the feeling Claudia was experiencing? a. ICYMI b. YOLO c. FOMO d. ZMOT e. TTYN
c. FOMO
If Ross Hornish was giving advice to new graduates, which of the following would he tell them? (Check all that apply.) a. Specialize in one thing b. Only do what you love to do c. Take risks d. Travel e. Take creative classes
c. Take risks d. Travel e. Take creative classes
The earned media that is often the result of PR efforts is referred to as _______. a. branded content b. primary content c. expert content d. unbiased content e. user-generated content
c. expert content
Foursquare and Gowalla are two types of _______. a. web logs b. podcasts c. location-based apps d. shopping apps e. wireframes
c. location-based apps
Your text describes the relationship between mobile technologies and social media as _______. a. intrusive b. limited c. synergistic d. obstructive
c. synergistic
Research has shown that _______ are more effective at generating organic first-page rankings. a. blogs b. images c. videos d. text pages
c. videos
The marketing approach that focuses on creating and distributing relevant and valuable content to attract a clearly define audience is ________ marketing.
content
A survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many social channels? a. 5 to 6 b. 1 to 2 c. Consumers do not expect brands to be active on social channels. d. 3 to 4 e. Consumers expect brands to be active on as many social channels as possible.
d. 3 to 4
Author Erik Qualman collected statistics that reveal the number of years it took earlier technological innovations to reach users. Compared to radio which took 38 years to reach 50 million users, Facebook reached the same number of users in only _______. a. 5 years b. 7 years c. 3 years d. 9 months e. 1 year
d. 9 months
What happens in the zero moment of truth? a. A customer reviews his or her purchase and posts the review to social media. b. A customer first encounters a product on a store shelf. c. A customer enters a store with the intention of buying something. d. A customer uses a digital device to begin learning about a potential purchase. e. A customer interacts with a product for the first time after buying it.
d. A customer uses a digital device to begin learning about a potential purchase.
______ is the marketing approach focused on delivering valuable and relevant content to attract and retain a profitable audience. a. Retail marketing b. Video marketing c. Social marketing d. Content marketing
d. Content marketing
When analyzing search results, which color on a heat map represents areas that are looked at the most? a. Green b. Blue c. Black d. Red e. White
d. Red
The transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection, is a technology known as ______. a. digital computing b. wireless computing c. GPS computing d. mobile computing e. personalized computing
d. mobile computing
The complexity of _______ have/has led companies to guard them as patented industry secrets. a. user-generated content b. wireframes c. web hosts d. ranking algorithms
d. ranking algorithms
The diffusion of social media has been _______. a. steady b. insignificant c. slow d. rapid
d. rapid
Austin is doing a research paper for his psychology class. He plans on using the Internet to get information for his paper. He uses Google to start the process, but could have also used Bing or Yahoo!. Google, Bing, and Yahoo! are all _______. a. wireframes b. search wikis c. web hosts d. search engines e. web encyclopedias
d. search engines
When it comes to brand management, many experts today feel that brands are controlled by _______. a. the industries that choose to promote them b. the companies that choose to produce them c. the shareholders that choose to finance them d. the people who choose to buy them
d. the people who choose to buy them
'' E-mail, websites, search engines, and social media platforms all fall under the realm of ________ marketing.
digital
Brands that seek to remove or restrict tasteless or rude material from the Internet are often sanctioned in a very public and humiliating manner. This phenomenon is linked to which public figure? a. Barbara Walters b. LeBron James c. Kim Kardashian d. Bill Gates e. Barbara Streisand
e. Barbara Streisand
The three to five seconds after a shopper encounters a product on a store shelf are described by the acronym _______. a. SMOT b. FOMO c. SOMO d. ZMOT e. FMOT
e. FMOT
The acronym for a feeling of isolation and concern about missing out on what is happening in the world around a person is _______. a. TTYN b. ICYMI c. ZMOT d. YOLO e. FOMO
e. FOMO
Which branded content approach features live video footage or video feed to an audience accessing the video stream over the Internet? a. Wireframing b. Infographics c. Emoji posting d. Podcasting e. Live streaming
e. Live streaming
The first of 95 theses outlined in the book The Cluetrain Manifesto stated that "markets are ______," and predicted that the Internet would upend the nature of consumer-brand interactions. a. exchanges b. digital communities c. web pages d. untapped resources e. conversations
e. conversations
Publicity gained through online reviews on Yelp, unsolicited brand conversations on Twitter, or a video of a company's product on YouTube are all types of _______. a. sponsored media b. paid media c. placement media d. owned media e. earned media
e. earned media
If a marketer wants to know if customers share or retweet a company's posts or tweets, it would use the ________ metric.
engagement
Companies must realize that as customer brand engagement has grown, the need for brand transparency has ________. (Increased/Decreased)
increased
When it comes to face-to-face interactions, sociologists and organizational scientists point out that the constant use of social media has made users _________ social. (More/Less)
less
Another name for sentiment mining is _________ mining.
opinion
Search engine ________ algorithms are often patented.
ranking
In today's media landscape, if marketers want to reach consumers, they must strive to create ads that are ________ to consumers.
relevant
Because more and more people are spending time on sites like Facebook, Twitter, and Instagram, marketers are committing increasing percentages of their resources on ________ ________ marketing.
social media
Unsolicited, unwanted commercial e-mail messages are referred to as ________.
spam
For consumers, brand ________ means that it is not enough to simply know the features and benefits of a product. Consumers want brands they can believe in.
transparency
In order to create an index of all web content, search engines use automated software programs called spiders or ________ ________.
web crawlers
Colin wants to buy a bluetooth speaker, so the first thing he does is search the Internet for various models and read product reviews from users. For Colin, this is the ________ moment of truth.
zero
The _________ moment of truth is a multi-way conversation with the consumer, marketers, friends, strangers, websites, and experts all participating.
zero