Marketing 3013 Smart Book 2.0 (Exam 7: Ch. 13 & Ch. 14)
In today's era of media noise, how can marketers break through the clutter to reach their audience?
By producing messages that are relevant to each individual consumer
Your text describes the relationship between mobile technologies and social media as _______.
synergistic
A survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many social channels?
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 100 million users in only _______.
9 months
Which of the following accurately represents a brand image?
A brand image signifies what the brand presently stands for in the minds of others.
Which of the following shows how social media can utilize customers as brand advocates?
A company encourages customers to post pictures of themselves promoting its brand and the lifestyle it represents.
What happens in the zero moment of truth?
A customer uses a digital device to begin learning about a potential purchase.
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 _______.
AdWords
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?
Barbara Striend
______ is the marketing approach focused on delivering valuable and relevant content to attract and retain a profitable audience.
Content marketing
expert content
Credible, third-party articles and reviews from unbiased journalists; also called earned media.
Which of the following is the new marketing according to social media and customer service expert, Jay Baer?
Customer service
True or false: Customers always react positively when a firm attempts to change its logo in an attempt to better resonate with its customers.
False Reason: Consumers often grow attached to certain brand logos or symbols and changes can cause a backlash.
True or false: Marketers have the ability to permanently remove content they post online.
False Reason: Marketers should remember that whatever content goes online tends to stay online—somewhere, forever. This is true for both images and text.
The three to five seconds after a shopper encounters a product on a store shelf are described by the acronym _______.
FMOT >> First Moment of Truth
The acronym for a feeling of isolation and concern about missing out on what is happening in the world around a person is _______.
FOMO Fear Of Missing Out
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?
FOMO Fear of Missing OUT
Research shows that the social media platform of choice for those in B2C settings is ___________
True or false: Nearly all social media marketing strategies and tactics can be groups according to the platform they use.
False Reason: Nearly all social media marketing strategies and tactics can be groups according to their main purpose.
Select from the following the purposes of social media marketing as identified in your text. (Check all that apply.)
Grow customer engagement Activate customer advocacy Provide context to social interactions Increase brand visibility
Select from the following those items that make up a zero moment of truth.
It happens in real time. The consumer is in charge. It is emotional. It happens online.
What have sociologists and organizational scientists concluded about the constant use of social media?
It has made users less social in face-to-face settings.
According to research, which of the following are more popular social media sites for B2B marketers? (Check all that apply.)
LinkedIn Twitter SlideShare
Which branded content approach features live video footage or video feed to an audience accessing the video stream over the Internet?
Live streaming
__________-based marketing uses GPS data to perform its function.
Location
Engagement
Measures how people are participating in conversations about a brand.
Reach
Measures the total audience size for a given platform.
When analyzing search results, which color on a heat map represents areas that are looked at the most?
Red
Because of the public nature of social media conversations, which social media metric is particularly helpful in assessing conversations regarding a competitor?
Share of voice
_______ uses combinations of digital tools to engage consumers via their digital devices.
Social media marketing
Which of the following are ways in which brand marks can be expressed? (Check all that apply.)
Symbols Colors Designs
What two items, introduced in the early 20th century, started a new age of communication?
Television broadcast radio
SMOT
The actual experience a shopper has with a product once he or she buys it and returns home
According to your text, what has allowed small firms to compete head-to-head with large, established brands?
The advent of digital distribution and promotion mechanics
Which of the following exemplifies the synergistic relationship between mobile technologies and social media?
The ease of access to social media through mobile apps
FMOT
The moment in time when a shopper first encounters a product on a store shelf
Search engine marketing
The process of generating website traffic by purchasing advertisements on search engines
Search Engine Optimization (SEO)
The process of getting more traffic based on higher rankings of free search results on search engines
How do marketers address the concerns relating to e-mail marketing spam?
They send product information only to customers who "opt-in."
What are the two major functions of search engines? (Check all that apply.)
To provide search users with a ranked list of websites they've determined are the most relevant To build an index of all web content
True or false: Because of its sense of immediacy, mobile computing allows businesses to provide personalized services based on location and social context.
True Reason: By integrating mobile applications with sensing technologies embedded into today's devices, businesses are able to provide personalized services and offers based on location, interests, and social context.
What three things are necessary in order to create consistently relevant marketing messages? (Check all that apply.)
Understanding the customer and providing him or her with valuable content Making content visible to consumers where they spend their time Making the marketing message accessible where the consumer needs it most
Earned media
a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services Publicity gained through editorial influence or by grassroots actions
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 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 white paper
Research shows that _______ videos are particularly effective in helping to make content more memorable for consumers.
animated
Related to narrowly defined topics, _______ are a type of online journal.
blogs
For current, former, and potential customers, a(n) _________ represents everything that a good, service, or idea means to them.
brand
Your text defines a(n) _______ as the name, term, symbol, design, or any combination of these that identifies and differentiates a firm's products.
brand
When a consumer displays a steadfast allegiance to a brand by repeatedly purchasing it, that consumer is exhibiting ___________ __________
brand loyalty
White papers, research reports, and infographics that a brand produces for itself are referred to as ________ content
branded
All of the following observations regarding search engine marketing are true EXCEPT _______.
click-through rates are not affected by a link's position on a results page
The process of defining, building, and maintaining a brand today is a collaborative process between consumers and the firm. This is evidenced by _______.
consumers interacting with brands on social media
As defined in your text, _______ marketing is focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience.
content
The essence of ______ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.
content
The marketing approach that focuses on creating and distributing relevant and valuable content to attract a clearly define audience is ______ marketing
content
user-generated content
content created by a brand's fans and followers
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.
conversations
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 _______.
dashboard
A marketing ________ is used to track selected metrics, often on a daily ongoing basis.
dashboard
E-mail, websites, search engines, and social media platforms all fall under the realm of _______ marketing
digital
Another name for sentiment mining is ________ mining
opinion
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 _______.
earned media
A small digital image or icon used to express an idea or an emotion in digital communications is referred to as a(n) ________
emoji
If a marketer wants to know if customers share or retweet a company's posts or tweets, it would use the _______ metric
engagement
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?
Companies must realize that as customer brand engagement has grown, the need for brand transparency has _________
increase
Paid media
internet media, such as display ads, sponsorships, and paid key word searches, that are paid for by an advertiser Publicity gained through advertising
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
The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target's location is the premise behind _______ marketing.
location-based
Foursquare and Gowalla are two types of _______.
location-based apps
The power of digital communications has _______.
lowered the barriers to market entry
The transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection, is a technology known as ______.
mobile computing
According to research, which of the following is the preferred way for customers to engage with brands on customer service issues?
on social media
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 _______.
paid listings
Owned media
publicity gained via a brand-controlled source, such as a website, blog, or Facebook page
search engine __________ algorithms are often patented.
ranking
The complexity of _______ have/has led companies to guard them as patented industry secrets.
ranking algorithms
The diffusion of social media has been _______.
rapid Facebook 100 million users in the first 9 months versus other kinds of marketing
In today's media landscape, if marketers want to reach consumers, they must strive to create ads that are _________ consumers
relevant
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 _______.
search engines
A marketing practice with the goal of generating traffic from search engines through both paid and unpaid efforts is called _______.
search marketing
The analysis of feelings as a way to measure the tone of a conversation is the principle behind _______.
sentiment analysis
Which social media metric helps marketers to evaluate how conversations about one brand compare with conversations about its competitors?
share of voice
Social media monitoring is also called _______ ______
social listening
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 ______.
social media
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
________ ________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 process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is referred to as _______.
social media monitoring
Unsolicited, unwanted commercial e-mail messages are referred to as ________
spam
When it comes to brand management, many experts today feel that brands are controlled by _______.
the people who choose to buy them
Search engine optimization tactics influence organic page ranking by influencing _______. (Check all that apply.)
the popularity of web content the relevance of web content
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
True or false: The vast majority of online experiences begin with a search engine.
true Reason: 93 percent of all online experiences begin with a search engine.
In order to create consistently relevant marketing messages, they must be _______. (Check all that apply.)
useful for the consumer visible to the consumer accessible to the consumer
Research has shown that _______ are more effective at generating organic first-page rankings.
videos
Search engines use automated software programs called _______ to build an index of all web content.
web crawlers
As a content marketing technique, _______ are meant to help readers understand an issue, solve a problem, or make a decision.
white papers
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
